Six marketing steps for a blockbuster holiday

By Chris Swift, AVB Marketing

The July 4th selling period is a golden opportunity for independent appliance retailers to boost sales both online and in-store.

With the right digital marketing strategies, you can create demand and drive in-market shoppers to your website and brick-and-mortar locations.

Here’s how to make this holiday period your best yet:

1. Ignite Interest with Early Promotions

Start building anticipation with early promotions. Use e-mail marketing to tease upcoming deals and create a sense of urgency. Highlight limited-time offers and exclusive discounts available only during the July 4th period. Segment your email lists to target previous customers and new leads differently, tailoring your messages to their purchase history and interests.

2. Leverage Social Media for Maximum Reach

Social media is a powerful tool to engage with your audience. Create eye-catching posts and stories that showcase your best deals and top-selling appliances. Use a mix of graphics, videos and user-generated content to keep your feed dynamic. Run targeted ads to reach local shoppers and use geo-tagging to encourage store visits.

3. Optimize Your Website for Conversions

Your website should be a seamless extension of your in-store experience. Ensure that it’s mobile-friendly, loads quickly and provides an easy navigation path to find the best deals. Use clear call-to-actions (CTAs) and highlight holiday-specific promotions prominently on your homepage. Implement live chat support to assist visitors in real-time and convert browsers into buyers.

4. Enhance Your Local SEO

Boost your local SEO efforts to capture in-market shoppers. Optimize your Google My Business listing with updated store hours, holiday specials and customer reviews. Encourage satisfied customers to leave positive reviews and respond promptly to any feedback. Use local keywords in your website content and blog posts to improve your search engine rankings.

5. Run Targeted Pay-Per-Click (PPC) Campaigns

Invest in PPC campaigns to attract high-intent shoppers. Use targeted keywords and location-based ads to drive traffic to your website and store. Highlight special offers and promotions in your ad copy and use compelling visuals to capture attention. Monitor your campaigns closely and adjust bids and budgets to maximize ROI.

6. Create a Festive In-Store Experience

While digital strategies are crucial, don’t forget about the in-store experience. Decorate your store to reflect the festive spirit of July 4th and create an inviting atmosphere. Offer in-store-only deals and bundle discounts to encourage visits. Train your staff to provide exceptional customer service and assist shoppers in finding the best deals.

Summary for Action

  • Start early. Tease promotions with targeted email marketing.
  • Engage on social media. Use dynamic posts and targeted ads.
  • Optimize your website. Ensure that it’s mobile-friendly and conversion-focused.
  • Boost your local SEO. Optimize Google My Business and use local keywords.
  • Invest in PPC. Run targeted campaigns to attract high-intent shoppers.
  • Create in-store appeal. Decorate and offer exclusive in-store deals.

Here’s one more suggestion: Sign up with AVB Marketing to spark your digital marketing strategy!

Chris Swift is director of digital strategy and demand generation at AVB Marketing, the e-commerce, digital advertising and social media arm of YSN publisher AVB Inc. Contact Chris at

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