By John Brackett, founder of Smash Balloon, the world’s leading social media feed plug-ins for WordPress.
Believe it or not, the largest shopping season of the year is quickly approaching. If you’re not preparing your holiday marketing campaigns right now, you could miss out on significant sales and engagement opportunities through the rest of the year.
One of the most effective marketing strategies you can use to turn more visitors into holiday shoppers is FOMO, which stands for “fear of missing out.” Essentially, FOMO in this context is when people choose to interact with a business because they think they will miss out on something of value.
There are quite a few ways you can use FOMO marketing to jumpstart your sales and lead generation efforts. We want to look at several tried-and-true FOMO strategies to skyrocket conversions during this crucial time of the year.
Let’s dive in.
Show live sales notifications.
Live sales notifications are an excellent way to build social proof and show people browsing your website that customers are actively making purchases. You can use on-site alerts to let visitors know when someone subscribes to your email list, buys a product or follows you on social media.
When visitors see that other users genuinely enjoy interacting with your brand, they are compelled to take action. You can add even more FOMO to this strategy by adding an inventory counter when someone sees a live sales notification. So, if you only have 20 items left in stock, all of your visitors will see an alert when someone places an order.
This strategy is particularly helpful during the holiday season, which is when consumers work hard to try to find the best deals.
Use power words to create urgency.
Black Friday and Cyber Monday deals are limited-time, which means users need to act fast if they want to take advantage of your promotions. Do you see what I did there? I used power words to create a sense of urgency. Phrases like “limited-time” and “act fast” encourage visitors to follow through on their instincts and place an order.
Your marketing material should always include power words that make your visitors feel like they need to act now. Here are are other FOMO-based power words you can use in your promotions and marketing copy:
• Last chance
• Sale ends soon
• Today only
• Don’t delay
You can add an extra layer of FOMO to all of your promotions by simply adding a countdown timer and power words to your offer. When visitors see that they only have 10 hours to take advantage of your Black Friday sale, you can bet that many will follow through and place an order.
Send exclusive offers.
Another way to get your leads to take action during the holidays is to send exclusive offers. People enjoy feeling like they are part of a select group. When you create promotions that are limited to specific subsets of your audience, you can bet that this will encourage many of them to take advantage of your offer. In fact, 91% of consumers want to shop with businesses that personalize content and offers.
Email is one of the best marketing channels to implement personalization. You can easily segment your leads and create unique holiday drip campaigns that end in exclusive offers. I suggest using factors like browsing and order history to determine which exclusive offer would encourage subscribers to become customers.
Add reviews to key pages.
Finally, you can skyrocket holiday sales by including reviews on important pages throughout your site. Specifically, you should look for customer reviews that may inspire FOMO in your new visitors.
A good example would be, “I wish I knew about (product) five years ago! It has saved me so much time and energy!” This kind of review inspires FOMO because it makes readers think, “Am I missing out right now? Do I need this product?” If someone can genuinely benefit from your product or service, a few positive reviews could convince them to become customers.
I suggest allowing reviews on all of your product pages. You want prospects to see what other customers are saying about each product before they make a purchase. At my company, our favorite extra place to include reviews is on our landing pages. When someone lands on one of our holiday-exclusive landing pages and instantly sees positive reviews that make them feel like they need our product, a boost in sales typically follows.
FOMO marketing is a powerful way to get more sales during the holiday season and, frankly, all year long. The strategies outlined today will help you reach more visitors and convert them into customers. At the end of every holiday shopping period, go over your data and look for new opportunities to improve your marketing for the following year.
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