Why is it important to schedule key dates?

Identifying special dates is the first step in developing marketing strategies and achieving your business goals. However, if you want to excel during the seasons that significantly impact consumer behavior, you'll also need to anticipate these peaks in high demand.

In this article, we'll explore the importance of scheduling key dates and what to do to make the most of all opportunities in 2024.

What is the importance of organizing the calendar with strategic dates?

1. To deliver the right message at the right time

By anticipating when customers will be most active and receptive to your offers, you can design campaigns that maximize reach and traffic to your site. Behind each special date or event, there is a specific behavior and a set of user expectations. Preparing for Valentine's Day is not the same as preparing for the Day of the Dead, Christmas, Mother's Day, or Black Friday. First-party data and insights about the date will help you design the right message for what people are looking for.

?2. For a deeper analysis of your KPIs

During special dates and events, it's likely that your site or app traffic will increase. Therefore, it's a good time to analyze your conversions and user behavior. Are they finding what they came looking for? If there are no conversions, where is their journey being interrupted? Are you reaching the right audience?

Digital analytics solutions like Google Analytics 4 can help you not only answer these and other questions, but also review user behavior from the past year, including sales, interactions, and other key indicators. Additionally, they can help you anticipate future demand peaks.

Not yet familiar with the GA4 interface? Use GA4 Easy Insights to intuitively access this crucial information for your business.

3. To perform a UX check before high demand

Optimizing user experience is crucial for digital success, especially during periods when your website traffic increases.

Prior to key dates, conduct usability tests and optimizations on your website. Ensure that these improvements not only enhance efficiency but also make your platform more inclusive and accessible to all users.

Keep in mind that during these events, your site or app serves as the first impression for new users, and you only have one chance to make it a positive one.

You can assess the user experience of your website or app with the UX Challenge, a free test that allows you to evaluate key UX variables in a few minutes and receive personalized recommendations.

4. To know when to reinforce customer service

With high demand comes the influx of inquiries. Integrating artificial intelligence, such as chatbots, will not only streamline responses but also provide faster and personalized assistance. By testing these solutions in advance, you ensure a smooth implementation and a positive user experience.

Additionally, you can conduct surveys with your customers to understand their habits and preferences. Directly inquire about events or dates they consider significant in their purchasing decisions. This information will help align your strategies with the expectations of your audience.

To identify key dates in your business, seek information and insights related to each event. Understand the expectations and impact of each date to stand out from your competitors. Mapping dates is not just a strategy but a way to prepare for the year, enabling increased sales and authentic connection with the audience.