How do you choose the best channels for seasonal events?

1 Know your audience

The first step is to understand who your ideal customers are, what they need, and how they behave. You can use data from your previous campaigns, customer surveys, social media analytics, and market research to create buyer personas and segments. This will help you tailor your message, offer, and creative to each group. You also need to know where your audience spends their time online, what channels they prefer, and how they respond to different types of content.

2 Align your channels with your objectives

The next step is to define your specific goals for each seasonal event. Do you want to increase awareness, engagement, conversions, loyalty, or referrals? Depending on your objectives, you can choose the most suitable channels to reach and influence your audience. For example, if you want to boost awareness, you can use channels like email, social media, blogs, podcasts, or video platforms. If you want to drive conversions, you can use channels like landing pages, webinars, online stores, or chatbots.

3 Create a channel mix and budget

The third step is to decide how to allocate your resources across your chosen channels. You can use a channel mix model to estimate the potential return on investment (ROI) of each channel based on your goals, costs, and expected outcomes. You can also use tools like Google Analytics, Facebook Insights, or HubSpot to track and measure your channel performance and optimize your budget accordingly. You should also consider how to integrate your channels and create a consistent and seamless customer experience.

4 Adapt your content and creative to each channel

The fourth step is to create and distribute your content and creative assets for each channel. You need to consider the format, tone, style, and length of your content and how it fits the channel's specifications and best practices. You also need to align your content and creative with your audience's needs, preferences, and expectations. You can use tools like Canva, Adobe Spark, or Lumen5 to create engaging and attractive visuals, videos, or animations for your channels.

5 Test and optimize your channels

The fifth step is to test and optimize your channels before and during your seasonal events. You can use tools like Google Optimize, Optimizely, or Unbounce to run A/B tests, multivariate tests, or split tests on your channels and see what works best for your audience and goals. You can also use tools like Google Trends, BuzzSumo, or SEMrush to monitor and analyze the trends, topics, keywords, and competitors in your niche and adjust your channels accordingly.

6 Evaluate and learn from your results

The final step is to evaluate and learn from your results after your seasonal events. You can use tools like Google Data Studio, Tableau, or Databox to create dashboards and reports that show your channel performance and ROI. You can also use tools like Hotjar, SurveyMonkey, or Qualtrics to collect feedback from your customers and prospects and understand their satisfaction, loyalty, and advocacy. You can use these insights to improve your future campaigns and channels.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?