5 ways to woo an offbeat audience with your holiday marketing

Updated Oct 12 2015 (Posted Nov 4 2013)
By: Ginnerobot
By: GinnerobotCC BY 2.0
Halloween is over kids, which means one thing: discount candy holiday shopping. If you have an online retail business that targets our kind of folks, this is your big time to shine. It's also a time when wedding decor can transition into awesome gifts. Possibilities!

Here are some ways to lure an offbeat audience into your holiday campaign.

1. Embrace Small Business Saturday
American Express started this concept to mesh with Black Friday and Cyber Monday. And it means that smart shoppers who know why supporting small businesses is awesome can band together and make it a really good day for small business profits. Include references to this in your marketing campaigns (especially on your social networks) to keep it top-of-mind.

2. Also embrace Free Shipping Day
Another incentive savvy online shoppers (and offbeaters) love is free shipping. You can take advantage of this by capitalizing on Free Shipping Day, a newer marketing day that will be held on December 18, 2013.

3. Make your mobile site accessible
Lots of offbeat readers are mobile savvy, and 48% of online shopping now comes from smart phones and tablets. Make sure you test out your website on lots of devices to make sure they can shop on their phones. If you can, making your whole site mobile responsive is a great way to do this. Although, any big web development initiatives might be better taken after the holidays, just in case things go wonky.

4. Add gift card support
If you have the resources (and places like Etsy make this really easy!), consider offering gift cards. Procrastination is the root of all holiday shopping. And speaking of procrastination, don't forget to be super clear about shipping dates so customers don't get miffed when they order too late to hit the major holiday deadlines.

5. Make incentives philanthropic
'Tis the season to be charitable, amiright? Seriously, people get really into good will towards man during the holidays. So if you're offering a promotion in your holiday marketing, consider adding a charitable spin to it. Donate a portion of your proceeds to a worthy cause or partner with a like-minded nonprofit. Just make sure you actually follow through!

Who's planning to start targeting gift-buyers in addition to wedding planners this month? What are your recommendations to help out fellow marketers?