Dear ,

In the US, Christmas decorations arrive in time for
Thanksgiving and related sales.

I remember my parents taking us to Manhattan to see the Christmas windows during our school vacation. They seemed magical to me even though we didn’t celebrate the holiday.

Last year, my husband and I visited Amsterdam, Paris and London, where stores do a much better job of holiday decorations than New York. I felt like a child again as I waited to see the automated shows in each department store.

In front of a toy store in London, a group of Harry Potter characters greeted shoppers. 

Having grown up in New York, I’m always amused to see Christmas decorations in Los Angeles. They seem out of place in a location where it’s too hot for Santa and his reindeer to visit.

Although I must admit I love visiting the Santa Monica beaches this time of year where I can sit on the empty sands and listen to the waves lap along the beach.

With Black Friday and other sales behind us, now is the time to make sure that you show your holiday spirit.

Of course, how you choose to demonstrate your seasonal approach depends on where your business is located. But don’t forget that you need to dress your online locations as well!

Regardless of the holidays you personally celebrate, focus your efforts on those your audience, customers and employees observe.

Remember no one likes a Holiday Grinch!

Actionable Marketing Tips:

• Dress your website, blog and social media outlets for the holidays. At a minimum, use a holiday color scheme and show holiday spirit with your photos.
   
• Offer content that helps your audience during this hectic time of the year, not just sales!

What’s In Your 2020 Marketing Plans?

Before you finish your holiday promotions and pack up for the holidays, take some time to assess what you need to do for your 2020 marketing.

One thing is certain:

You can’t just hit play on your 2019 marketing plans!

Here are 3 reasons to pay attention to:

• 70% of US adults use voice search. So they receive one unbranded answer and 30% of responses don’t yield a URL. (Microsoft/Bing Research)
  
   
• 50% of Google searches are no-click so the visitor never leaves Google while14% of searches direct people to other Google entities. (Sparktoro data)
  
   
• Paid social yields 0.015% median engagement compared with 0.026% for organic (or unpaid) posts, based on analysis by Chris Penn. Translation: Your paid Facebook marketing is largely wasted!
  
  
  BTW, Chris’s commentary would be funny if it wasn’t so shocking:

“If you’re in a major metro area, you could easily crush those numbers by standing outside your office on the sidewalk, handing out 1 brochure an hour and beat the engagement numbers.”  

So how should you plan your 2020 marketing? 
Focus on these 3 elements:

• Continue to support and develop your blog (aka: owned media). This includes focusing on consistently publishing every week, structuring your content to be findable (aka: hub and spoke approach), and keep updating and promoting your older content.

• Create an addressable audience. Ideally build a weekly email newsletter.

• Integrate your brand into every element of your marketing. It’s the cheapest thing that a small business can do.

Before you leave for the holidays, make sure that you take care of your personal improvement for 2020! The best way to accomplish this is to attend conferences.

► Attend Agorapulse's Social Success Summit 2.0. It's FREE!
Just sign up before December 13th and stream the sessions.

 

► Join me at Project Voice! I'll be at this must-attend event in Chattanooga.
Why? To get the latest on how to get found in a voice-first world.

 

► Attend Social Media Marketing World, either live or virtually. While I won’t be attending this fun and information packed event this year, you should put this conference on your calendar if you use social media.

 

► Go to MAICON 2020. This is THE conference to attend to get up to speed on Marketing Artificial Intelligence.

Use code:  ACTIONABLE100 to save $100 when you register.

 

If you’re running an event that you would like me to speak at, please let me know. (Just hit reply to reach me.)

Shout out to new readers: Welcome and thank you for joining our community.
 

Happy Holidays,
Heidi

PS: Do you have a friend or colleague who would benefit from reading the Actionable Marketing Guide newsletter? If so would you please forward this email to them?

 

FEATURED ARTICLE: B2B Customers

Do you market to B2B customers?

If so, read and share this article with your colleagues.
It explains how the B2B purchase process has changed 

 

FEATURED ARTICLE: Voice Marketing Definition

Can your audience and prospects hear you?

With more than 1 in 4 Americans using voice-enabled devices, it's time to give your brand a voice.

FEATURED ARTICLE: Social Medial Tools

While you’re planning your 2020 marketing, it’s a good idea to improve your social media toolbox.

Check out what these 50 marketers use.

Heidi Cohen Around The Internet

• Heidi Cohen was featured in Onalytica’s Complete Guide To B2B Influencer Marketing. It’s jam packed with useful information you can use!
   
• Talkwalker also spotlighted Heidi Cohen in their Social Media Trends for 2020. Personally, I love what Jay Baer says about social media in 2010. To paraphrase, social media returns to its personal communication roots. (Translation: Away from mass marketing.)

BTW—Chris Penn gave a thoughtful answer to my question about Google SEO strategies for 2020.
 

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The fine print:

• Unless noted otherwise, all photos are ©2019 by Heidi Cohen
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