As we close out 2022, it’s safe to say that everyone has been through A LOT — the final phases of the pandemic, national and global strife, economic troubles, and entrenched inequity. Now that the holiday hustle is upon us, the worst thing we marketers can do is insensitively produce the same old holiday marketing (clichéd “favorite item” tropes, flashy branding, inauthentic promotions from influencers, etc.).

Consumers’ spending will be much more deliberative this year; you are vying for hearts and authentic connections, not just wallets. But it is possible to drive holiday sales and brand engagement without being an enabler of our worst marketing impulses and tired holiday tactics. Though there are bigger, holistic strategies that take time and effort to implement, there are also small or immediate things you can do now in your holiday campaigns to demonstrate that people matter.

01:

Lead with empathy, not marketing

Typically, brand marketing follows one path: sell products by highlighting essential characteristics of those products and your company. This is perhaps why — despite all we’ve been through the last few years— it’s still tricky for marketers to adapt and understand how to lead with empathy, putting themselves in the customers’ shoes and affirming their feelings.

By all means showcase the best of your brand, products, or services, but you must make a critical and subtle perspective shift from “I” to “you.” “We love our new holiday items!” becomes “Fresh gift ideas for any budget.” Instead of “$25 charge for expedited shipping,” use “Need it in two days? We’ve got your back.” Lead with their needs and how you can meet them. For example, just give them a discount code — no email signup or quid pro quo required. And above all, be sincere in your approach; however imperfect, that authenticity will shine through.

02:

Love the one you’re with

The demise of cookies and other customer tracking means it’s more challenging to pinpoint like-minded prospects. Don’t abandon those efforts, but remember that current customers can be relied on to deliver more revenue than newbies. Do more to communicate with the people who have given you express permission to engage with them — whether they’ve opted into emails, participated in social media conversations, subscribed to a newsletter, or stopped by the store or an event.

With just a little more effort or attention to detail, all these communications and interactions will go a long way to show genuine care. After all, you already know who you’re speaking to and in what context! And If you can’t create a special offer or service for your existing customers, don’t underestimate the power of a special, personalized message from the heart about what their business has meant to your company, employees, and community.

03:

Remember the reason for the season

We bemoan the crass commercialism of the holidays, but we marketers do the most to contribute to it. This year it’s worth taking the time to reflect on the bigger picture:

• Start by considering that not all customers celebrate the same holidays. It’s common to see messages on websites stating, “Order by this date to get delivery in time for Christmas.” That’s an important message for your customers who celebrate Christmas, but what about the others? Why not create pop-up messages for each of the major holidays in December? It’s a small but effective way to show you care.
• Consider saving a portion of your ad budget for voice search or other ADA compliance upgrades. I have a sister who is blind and relies heavily on her Alexa and other voice-activated apps and devices to manage her life. Reach people who have less accessibility by making one or two changes to your website to improve your ADA compliance. (Click here for compliance tools and a checklist to help.)
• While it’s best to be a company with a conscience year-round, the holidays are a great time to show you share your customers’ values. Consider picking a charity or community organization to support through a portion of your holiday sales, asking customers to add $1 to their order, or donating your company’s time in employee volunteer hours. Ensure you’re identifying a charity or cause that is relevant to your customers and aligned with your business to avoid “values-washing”.

04:

Get your house ready for company

• Double-check that all links are working and customers aren’t stuck in an endless loop or encounter 404 pages trying to find what they need.
• Address technical issues in the cart or checkout stage.
• Make sure the daily operations of your business are clearly communicated and visible: company hours, delivery times, shipping costs, and where to address issues with an order.

As the employee shortage issue continues into the holiday season, no doubt your customer service team will be under additional pressure. There are many ways to expand your customer service resources without adding people:

• Ensure your FAQs are up-to-date, expanded, and easy to find on the website or in your store.
• If you can’t staff a live chat, allow people to email customer service to help assure them that their issue will get addressed.

We all know how just one helpful gesture from a business can make a lasting impression. Think of what a difference two or three changes made with genuine care and thoughtfulness will make to your customers. This is your chance to spread some real holiday cheer — and take some of the marketing hustle out of the holiday season this year.