So maybe it’s not as lucrative as Christmas, or even Valentine’s Day. But Mother’s Day can be a great opportunity to get your products in front of new customers, at a different time of year — and with a meaningful message. And just as our relationships with our moms, grandmas, aunts, sisters (you name it) vary, so too do the gifts online shoppers are looking for. As a result, there’s plenty of opportunity for retailers of all sizes and categories to reach consumers looking to celebrate the special women in their lives.
You probably already have a brilliant plan in place, but in case you need to give your strategy a boost the week leading up to the big day, we’ve rounded up five of our favorite multichannel tips to help you reach your online consumers this Mother’s Day.
1. Make marketplaces do double duty
2. Think visually on social
3. Stand out from the PLA crowd with Google’s Merchant Promotions
4. Advertise on Amazon (even if you don’t sell there)
5. Look to the long tail keywords
Below, we’ll dive into two of our top tips.
Make Marketplaces Do Double Duty. Think about how your customers are going about their online searches for the perfect Mother’s Day gift. Initially, they might not have a clear idea of what they’re looking for. Maybe they start with a search query like “Mother’s Day gifts” or “thoughtful gift for mom.” Although bidding on search terms like “Mother’s Day” might cost you a pretty penny on search engines, there are other ways to be seen at the start of a search.
One idea: When considering these types of broad search terms, think beyond paid search text ads. Marketplaces can be an effective channel for getting your products and brand seen in initial searches — and you don’t have to worry about overspending on keyword bids. In fact, Forrester reports 39% of US shoppers start their product searches on Amazon, as opposed to 11% on Google. Titles and subtitles are a good marketing space on eBay, and the search terms field is great for use on Amazon. Amazon also offers an Occasion field for some categories, and you can choose “Mother’s Day” as an option.
Stand Out from the PLA Crowd with Promos. If you’re not advertising your products on Google Shopping via Product Listing Ads (PLAs), now’s a good time to start. But even if you’re already there, it can be a tough market. To help give your products an edge, consider using Google Merchant Promotions. This free Google feature allows you to include information about offers or deals you’re running, e.g., “25% off selected Mother’s Day gifts” or “$10 off all Mother’s Day floral arrangements.”
To see three more multichannel e-commerce tips for your I-Love-Mom-Day promotions, download our free tip sheet here. Help your shoppers give their moms more than just a hug this year!
Blog post by Jordan Nowlin, social media and blog manager, ChannelAdvisor