Work the seasons

E-commerce isn't about putting a bunch of products on your website for sale and hoping for the best - it's about working with your customers, and offering a convenient alternative to shopping in store. With that in mind, how could you not work the seasons? Christmas, after Christmas sales, festivus (whoa?), Valentines day, Mothers day, Fathers day, your best customers birthdays, summer, winter, Halloween or any other remotely compelling excuse to buy goods needs to be worked.

Tactics include:

• Tailor your keywords to the season. For example - in the 2 weeks after Christmas, consider the keywords "after Christmas sale" and it's equivalents.
• Trigger e-marketing campaigns leading up to the season - and send out newsletters to your email database with the matching criteria. (all the while being sensitive to religious issues of certain customers not taking part in certain seasons)
• Keep immaculate records on your customers birthdays, purchases (both what, when and how much), what industry they work in (e.g. If you have a lot of customers in the hospitality industry - segment them and tailor a targeted campaign)

Article References:

Holiday Keywords: http://www.getelastic.com/add-to-next-year-holiday-ppc/