Article Written by Katina Jaye Beveridge, ASBAS Advisor, Western Sydney Business Centre.
Quarter one already is done, it felt like only yesterday that we were celebrating new year. As June quickly approaches. It is now the time to start planning your EOFY marketing. For a marketing plan to be executed well, we always recommend planning three months ahead. This will allow for any changes or challenges you may face with your campaign. This time of year, is the best time to start your planning and make sure you capitalise on trigger-hungry spenders with an extra budget and income to write off! There is nothing worse than not planning properly and have a last-ditch approach, that results in low to no sales.
So, what are some of the most effective EOFY marketing strategies?
Tip #1: Think EOFY content.
The key to breaking through the noise is to develop a full-proof EOFY content strategy. Make a plan after conducting a quick audit of your owned channels, whether they are social media, customer databases, websites, blogs, or apps. Ensure that your messaging is consistent across all of your channels and that you are providing engaging content rather than straight advertising. First and foremost, use your blogs, Instagram stories, and newsletters to provide news, guides, and product offerings.
Tip #2: Include clear CTAs on your website.
Your website’s job is to inform visitors about what you have to offer and then smoothly guide them to the next stage of purchasing. Using clear calls to action is the most efficient way to convert visitors (passive traffic) into buyers (active leads) (CTA).
CTAs are one of the most important conversion tools on your website during peak sales periods. That is, in addition to a “buy now” button, you should use CTAs to strategically keep visitors on your site for longer periods of time while avoiding any unnecessary dead ends. Make sure you have content related to the EOFY sale on your website.
Tip #3: Offer a value add.
Giving a discount isn’t the only way to increase sales. Providing a value add to a customer is a great alternative to discounting products. A value add is an additional product or service that is provided to the buyer at no additional cost. This could include providing something for free:
- Gift wrapping
- Free delivery
- Free installation
- After-sales service
- Product demonstration/tutorial on how to use the product
Finally, make sure you include your low-hanging fruit from your existing databases. Investing in quality email marketing may be exactly what you need to ensure you get the easy wins and finish the fiscal year on a high note.
