The holiday season is a time when businesses often increase their advertising budget with the intention to capture the attention of festive shoppers.

However, not all businesses have the luxury of a large ad budget. Whether you're a small startup or simply looking to be more frugal with your holiday marketing efforts, it's essential to make the most of your limited resources.

In this article, we'll explore why your ad budget matters and offer four non-advertising options that can help you optimize your existing content for conversions during the holidays.

Why Your Ad Budget Matters

The holiday season is a competitive time for businesses, with many vying for the attention of consumers. Your ad budget plays a crucial role in determining how effectively you can reach your target audience.

At Lawson House, we actually recommend our clients pause spending during the holidays because conversions get so low. It’s not really worth the money unless you have thousands to throw at ads without needing to guarantee a return.

However, even with a limited budget, there are strategies you can employ to make the most of the season without relying solely on paid advertising.

4 Non-Ad Options For Lower Budgets

Instead of spending your entire budget on ads that might not yield the desired results, consider allocating your resources to organic methods that can help you maximize your holiday marketing efforts.

1 - Update Your Website

Your website is your digital home, and it should be in top shape during the holiday season. Ensure that your website is mobile-friendly, loads quickly, and provides a seamless user experience. Focus on optimizing your product pages, landing pages, and checkout process to reduce friction for shoppers.

Consider creating holiday-themed landing pages or banners to showcase special offers, promotions, or gift ideas. Highlight your best-selling products and provide clear calls to action to encourage conversions.

2 - Start A Blog

Blogging is a cost-effective way to engage with your audience and drive organic traffic to your website. Create holiday-themed blog posts that provide value to your readers. For example, you can write gift guides, how-to articles, or holiday-related tips and tricks that are relevant to your niche.

Share your blog posts on social media and in email newsletters to reach a broader audience. By offering valuable and informative content, you can attract potential customers and build trust in your brand.

3 - Post Consistently On Social Media

Social media is a powerful tool for reaching your target audience without a significant ad spend. Create a content calendar for the holiday season, outlining the types of posts you'll share, such as product highlights, customer testimonials, behind-the-scenes glimpses, and holiday-themed content.

Consistency is key, so maintain an active presence on your chosen social media platforms. Engage with your followers by responding to comments and messages promptly. Use relevant hashtags and encourage user-generated content to increase your brand's visibility.

4 - Create A Lead-Generating Opt-In

Consider setting up a lead generation strategy during the holiday season. Create an enticing offer, such as a holiday-themed ebook, checklist, or exclusive discounts, and promote it on your website and social media. Ask visitors to provide their email addresses in exchange for access to the valuable resource.

By collecting email addresses, you can build a valuable list of potential customers to engage with not only during the holiday season but also throughout the year. Use email marketing to nurture these leads and guide them through the conversion process.

Need Help With Your Marketing In Q4 or Q1? We’d Love To Support You.

We’re officially taking on clients for Q4 and Q1. If you’d like to work with us on your website, branding, or marketing strategy – simply schedule a call. We’d love to chat with you!