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What Is Reactive Marketing and How to Apply It to Your Brand

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What Is Reactive Marketing and How to Apply It to Your Brand

What’s reactive marketing and why so much buzz around it?

Let’s dive into why businesses apply reactive marketing strategies and why your company may be left behind by competitors without one. We’ll also arm you with clear-cut instructions and relevant examples on how to apply reactive marketing to your brand to maximize your business performance.

Reactive Marketing: What It Is and What Advantages It Has in Store for Brands

What’s Reactive Marketing?

It’s virtually any specific marketing method that is used to demonstrate your company’s reaction to vital situations and phenomena that typically happen unexpectedly for both you and your customers.

Tracking newsworthy events, you can express your brand’s attitude in any possible way: via tweet, advert, email, blog article on your website, etc.

It can be even the simplest phrase like the one Coca-Cola created as a response to the coronavirus restrictions. It was a social distancing message on the billboard in Times Square.

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Reactive Marketing Is at Peak of Its Popularity

As a matter of fact, reactive marketing started thriving after the dramatic appearance of COVID-19 which disrupted people’s lives. But it wasn’t that ruinous for some companies. They actually used it to their benefit. And their responses to the pandemic were brilliant.

Alcohol businesses nailed it by reacting to the coronavirus in their own way.

The research shows that an alcohol advertisement popped up every 35 seconds on Instagram and Facebook in front of people’s eyes in 2020.

Importantly, 66% of the alcohol ads mentioned in the study had “Get offer” or “Shop now” buttons. Effective calls to action “nourish” a reactive marketing campaign, as they provoke a desirable chain of further reactions expected from customers. They get attracted, buy products, give kudos, write comments/reviews, and so on.

Now consider this. In the US only, alcohol sales were boosted by 234% during March 2020. If you take alcohol delivery services, Drizly, for example, saw a whopping 400% increase in sales during that period.

Look at some more advantages of reactive marketing.

Why Bother With a Reactive Marketing Strategy?

Why do you think RedBull, Heineken, LEGO, and other world-famous brands apply reactive marketing to their brands?

It’s worthwhile to use this marketing model due to several essential reasons. It helps you do the following:

  • Grow sales
  • Keep your company up-to-date and relevant
  • Boost engagement with your audience
  • Build stronger connections with customers
  • Enhance brand recognition
  • Show inventiveness and originality
  • Expand your target demographic

As for the latter, you can become an authority figure in new markets and expand your eCommerce business globally with a winning reactive marketing strategy.

How do you make an effective reactive marketing campaign? Follow the guidelines below.

Ultimate Guide to Applying Reactive Marketing to Your Brand

1. Prioritize the Top Five Categories

Clearly, you should monitor everything so as not to miss out on an important event: news headlines, tweets, etc. But there are some topmost categories that resonate with people more. Here they are:

Sports

Give priority to sports events and competitions, in the first place.

Volvo, for example, applied a reactive marketing tactic during the Super Bowl. They encouraged fans to tweet the name of someone to get a chance and win the XC60 model with the hashtag #VolvoContest when they watched any car advertisement during the event.

The company shifted the viewers’ focus from the car commercials on TV to Twitter and made them talk about Volvo there. While the campaign resulted in over 55,000 tweets with the brand’s name and 230M earned media impressions, the Volvo XC60 itself had a 70% growth in sales in the month after the Super Bowl.

Movies, Series, TV shows, etc.

Winter is coming…

When HBO released the Game of Thrones TV series and the phrase went viral, its stardom was rapidly caught and put to work by marketers worldwide.

E.g., RichesMonts reacted with the “Winter is coming” ad. The company offered a variety of hot cheeses to accompany winter meals.

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Pepsi, Hotstar, SodaStream, KFC, and others also burst with Game of Thrones-inspired ads.

Similarly, Heineken and Nando rocked their audiences with reactive marketing campaigns in the midst of the Squid Game “fever”.

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Environment

Did you know that 88% of customers tend to be more loyal to brands that express ecological consciousness and address issues that arise in the environment?

“Your reactions should be in line with sustainable living principles,” emphasizes Michael Nemeroff, CEO & Co-Founder of Rush Order Tees.

“California was the first state to impose a plastic bag ban in August 2014. So, we reacted to it instantly by offering our customers a range of sustainable bags made of recycled materials, aside from the Econscious and EcoSmart T-shirts we already had. As a result, we received tons of positive feedback from our customers and grew sales considerably,” Michael notes.

Here’s how the ice cream brand Ben and Jerry’s showed an environmental concern after the news about a Formosa Plastics plant in St. James, LA.

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Famous figures (celebrities, influencers, etc.)

After Cristiano Ronaldo had been spotted removing Coca-Cola bottles from a Euros press conference and favoring water instead, Ikea Canada created a reusable and sustainable “Cristiano” bottle explicitly marketed for water only.

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Reacting to celebs’ behavior and utterances on social networks can help you interact with your audience on a new level and increase conversions, as well as revenues.

Innovations

LEGO posted their mockery image on social media just several days after Elon Musk had unveiled Tesla’s first electric pickup – the Cybertruck.

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2. Harness the Power of Weather

A great example of weather-based marketing is Stella Artois’ response to the temperature rise. The brand ran a weather-responsive ad campaign with its Cidre label.

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The company experienced a 65.6% growth in year-to-year sales during that period. Due to virality on social networks, as they posted the ad on Instagram, Twitter, and Facebook, this move also earned them beyond £15,000 in media value.

You may create Instagram story ads that convert and show your brand’s reaction to changes in the weather.

Alternatively, go with automatic sensory visuals like, for example, giant billboards that can wow your audience reacting to the weather conditions instead of you. Audi used those successfully in the UK.

3. Create a Well-Thought Reaction

You’ve got only 2 seconds to make your advert work and lure customers to click.

That’s why you need to write compelling ad copy and a well-thought message.

Kyle Zien, Director of Growth Marketing at Felix, a group of licensed healthcare practitioners, shares their company experience with reactive marketing and adverts:

“With the advent of COVID-19 and the lockdown announced in the country, we shifted towards medication shipment to the door, according to the auto-refill schedule.

Additionally, we experimented with two phrases in our advertisements: You’re in good hands vs You’re safe, cause you’re in good, clean, and sanitized hands. The latter gave us a 23% increase in ordered prescriptions as a result of using powerful words that convert: safe (power word) and sanitized (health-related, viral word at that time).”

Use the following power words to increase your click-through rate:

  • Free
  • Safe
  • Gift
  • Shocking
  • Secret
  • Easy
  • Sensational, etc.

4. React as Quickly as Possible (Timing Is King)

Don’t be too late with your reaction.

Do you remember Trump’s “covfefe” tweet?

If not, here it is.

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Tons of covfefe T-shirts and coffee mugs materialized on the web just a few hours after the tweet went viral.

And when the noise didn’t subside even in a couple of months, some marketers started publishing covfefe books.

Derian Designs Coloring, for example, released The Wisdom of the Covfefe: Coloring Book.

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Others immediately incorporated this word into the article titles of their content plans for blogs.

You can react by combining content marketing with PPC and get even more profits. But note: timing is everything. The sooner you do it, the higher results you may get.

5. Make an Emotional Appeal

Your advertisement, as a possible reaction to an event, should be both visually striking and emotionally compelling.

Follow the piece of advice by Jerry Han, CMO at PrizeRebel. He says that “You should go emotional and use emojis in your reactive marketing campaign. When the Fortnite game was released in 2017, we added a dedicated Fortnite gift card to Rewards and won the audience over with just a small announcement for a targeted group. The survey participation rate grew by nearly 600%. The subject line of the email we sent out to our users was:

Hey, wanna save the world? Take a survey and get your Fortnite gift card today! ?”

You may also give preference to reactive video ads. Add a pinch of emotion and on you go!

6. Stick To Shorter Messages

The more laconic your message is, the more likely it will do the trick and break the Internet.

When KFC faced a chicken shortage in 2018, they showed their emotions and attitude to the situation and apologized to their customers. They turned their abbreviation into “FCK” and wrote the “We’re sorry” note. People couldn’t stop raving about such a creative apology.

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Blend It With Social Media Marketing

About two weeks into the pandemic crisis, a small business Moriarty’s Gem Art started YouTube live-streaming which resulted in tons of sales. One of the shows generated $12,000 in revenue, while another helped them make a $20,000 sale. The key point here: they advertised their live streams via email, website, and social media.

When aiming to be seen online with your reactive ad, the first thing you should do is monitor social media marketing trends. Afterward, find the proper strategy and the right moment for your reactive advertisement. Use this cheat sheet by SocialBee to check the best times to post on Facebook, Instagram, Twitter, LinkedIn, Pinterest, Google Business Profile, and TikTok for more engagement.

Catch the hype and mix it with social media advertising to fire up the crowd and get the anticipated results.

Ready to React Fast to Anything With a Proper Marketing Campaign?

Now you know the fundamentals of reactive marketing, its benefits, and the proven ways to apply it to your brand.

A strong, reactive marketing strategy should be your go-to solution in a digital post-pandemic world.

Stay always tuned, demonstrate your brand’s relativity to everyday happenings, and engage with your audience even more effectively than ever.




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45+ Inclusive Holiday Marketing Ideas (+Examples!)

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45+ Inclusive Holiday Marketing Ideas to Shine Bright This Season

Diverse and inclusive marketing should be something you aim for year-round. However, it’s all that much more important during the holiday season as the more “traditional” holidays like Christmas and Thanksgiving take the spotlight.

There’s nothing wrong with celebrating these holidays and incorporating them into your marketing, but there are other groups and events that individuals in your audience appreciate.

inclusive marketing holidays - holiday marketing calendar example

A marketing calendar like this can help you plan your inclusive holiday marketing. 

That’s why we’ve rounded up over 40 inclusive holiday marketing ideas and examples so your business can shine bright this season.

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Jump to inclusive marketing ideas for…

Inclusive November holiday marketing ideas & examples

To kick things off, check out these inclusion-focused marketing ideas for November:

Native American Heritage Month

If you’re hoping to incorporate Native American Heritage Month into your diversity, equity, and inclusion efforts this season, you’ll be in good company as The Library of Congress, National Archives and Records Administration, National Endowment for the Humanities, National Gallery of Art, National Park Service, Smithsonian Insituation, and the U.S. Holocaust Memorial Museum all regularly pay homage to this November monthly observance.

Native American Heritage Month is observed annually every November, and it celebrates the contributions the first Americans made towards the growth of the United States. It also honors and reflects on the struggles indigenous American people have endured.

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National Day of Mourning

A historically accurate description of Thanksgiving would include the reality of its damaging impact on Native American people, which is why we have the National Day of Mourning every year on Thanksgiving—to remind us of the pain Native American people have gone through, and still may be feeling today.

Here are some ideas for ways your business can pay its respects to Native American Heritage Month as well as the National Day of Mourning:

  • Amplify the voices of Native Americans by handing off your Instagram account to a Native American in your community for a day-long “takeover.” They can then go live on your stories or share posts about what Native American Heritage month means to them.
  • Loop Native American Heritage month and the National Day of Mourning into your Thanksgiving messaging by sharing more concious content around the holiday’s impact on Native American people.
  • Check out the free Native American Heritage Month resources on the U.S. Small Business Administration website. There you can find statistics to share, lists of Native American-Owned businesses to partner with, and more.
  • Spread awareness using a social media hashtag. The official hashtag for Native American Heritage Month is #NAHM.

inclusive marketing ideas - example native american heritage month linkedin postinclusive marketing ideas - example native american heritage month linkedin post

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National Adoption Month

There is always a lot of messaging around family during the holiday season, which makes it particularly important to stay mindful of those with non-traditional families. National Adoption Month, celebrated every November to bring awareness to children in foster care, provides an opportunity for this. Here are some ways to incorporate it into your holiday marketing campaigns:

  • Avoid using traditional parent roles in your holiday copywriting, like “mom” and “dad” which may make your audience members who don’t have that type of parental figure feel excluded.
  • Adjust your content to be more sensitive to those with different family structures. For example, instead of promoting an event as a “family fun day,” try “friends and family fun day” or “festival fun day.”
  • Highlight a superstar adoption story in your business’s community. If you have an employee, friend, or community member who was part of an adoption process, ask to share their story to showcase how they inspire your business during this month and beyond.
  • Raise awareness about adoption within minority groups. For example, did you know that adoptions done by LGBTQ+ couples only became legal in all 50 states just a few years ago in 2017?

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❤Find the right words for your inclusive holiday marketing copy using our free guide to emotional copywriting complete with over 130 words and phrases for marketing with emotion.

Day of the Dead (November 1-2)

Day of the Dead, also known as Dia de los Muertos, is a Mexican holiday that honors the soulds of the deceased. It’s a two-day celebration that starts every year on November 1 and carries into November 2. This colorful and fun holiday is believed to open the passageway between the real world and the spirit world in traditional Mexican culture, so many people of Mexican descent feel they can connect with their loved ones who have passed during this time.

Nearly 20% of the U.S. population is of Mexican heritage, so you’ll likely have audience members who celebrate Day of the Dead. Make your Mexican audience members feel included in your holiday marketing with these ideas and examples:

  • Share fun facts or hold a virtual trivia event centered around Day of the Dead to spread the word about the holiday’s traditions.
  • Decorate your store or office with traditional Day of the Dead skulls, flowers, and more. Be sure to snap a picture of your temporarily updated decor so you can share it on your company website or social media platforms.
  • Honor those who have passed. Have you or an employee ever lost a friend or loved one you’d like to commemorate? Day of the Dead is the perfect opportunity to do so! You could share their story on social media to give your audience a more personalized perspective of your business.

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Forget-Me-Not Day (November 10)

Having been around since World War I, Forget-Me-Not Day happens annually on November 10 — right before Veteran’s Day on November 11. Forget-Me-Not Day is meant to honor and remember wounded soldiers who have become disabled due to their time fighting for our freedom.

The number of veterans who carry the weight of service-related physical and mental hardships is very high. In fact, counting only wars from 2001 and beyond still amounts to about 1.5 million veterans in America with a service-connected disability. While wounded veterans should be remembered every day, here’s how your marketing can honor them on Forget-Me-Not Day:

  • Donate your time, resources, or (if your marketing budget allows) money to a local Veteran’s organization or shelter.
  • Be mindful of your veteran (and civilian) customers who have a disability by focusing on your website accessibility. Take time to ensure your site is easy to navigate regardless of what assistance someone might need. If you’re not sure where to start, check out this complete website accessibility checklist.

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Women Entrepreneurs Day (November 19)

Only four out of every ten entrepreneurs in the U.S. are women. Women Entrepreneurs Day, occurring annually on November 19, aims to change that.

This inclusive holiday is much needed, as America is still far behind other countries in terms of women entrepreneurs. In comparison, women represent 50% of entrepreneurs in Latin America and the Caribbean. Here’s how your business can make an impact with this holiday:

  • Share surprising statistics about women entrepreneurs through an email marketing campaign or social media post. These are sure to engage your audience while spreading awareness. You can find plenty of diversity, equity, and inclusion in marketing statistics here.
  • Partner with a woman-owned business. You could cross-promote one another in-store or online, and offer samples or discounts on each other’s offerings.
  • Support the Women’s Entrepreneurship Day Organization. Also known as WEDO, this organization acts as a hub for Women Entrepreneurs Day. On its site you’ll find many ways to elevate your marketing for the day, including events you can attend, ways to donate, custom hashtags, surprising statistics, inspiring stories, and more!

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Transgender Day of Rememberance (November 20)

Transgender Day of Rememberance occurs annually on November 20 to honor and remember transgender people who lost their lives due to anti-transgender violence. It started in 1998 in memory of Rita Hester, a transgender woman who was stabbed in Allston, Massachusetts that same year.

This inclusive holiday is important to acknowledge because, sadly, these acts of violence are still occuring as 2020 was the most violent year on record for transgender people. Your business can become a transgender ally on Transgender Rememberance Day and beyond with these ideas:

  • Donate or volunteer to a local LGBTQ+ organization.
  • Spread awareness and acceptance by openly sharing your allyship on your website, social media, local listings, and more.
  • If you have an employee, family member, friend, or community member who is openly transgender you could ask their permission to highlight their story in an email send or social post.
  • Amplify transgender voices by resharing public speeches, posts, and more from transgender people. You could even handing off your “mic” by allowing a transgender person in your business’s community to do a social media takeover.

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Inclusive December holiday marketing ideas and examples

Here are some December marketing ideas that will help you to embrace diversity and inclusion:

Rosa Parks Day (December 1)

Rosa Parks Day is celebrated twice annually, once on December 1 and once on February 4. This inclusive holiday is to, of course, honor civil rights hero and leader Rosa Parks.

The Rosa Parks story is one no American citizen can forget, as she bravely did not give up her seat to a white passenger after a long day of work on December 1, 1955. This action jumpstarted the Montgomery Bus Boycott organized by E.D. Nixon, Dr. Martin Luther King, Jr., and other civil rights leaders at the time. Here’s how your business can observe Rosa Parks Day:

  • Encourage your audience to educate themselves on Rosa Parks and the Civil Rights movement by sharing with them your favorite books around the era. For example, Rosa Parks herself wrote a couple of books, including Rosa Parks: My Story and Quiet Strength: The Faith, The Hope, and the Heart of a Woman Who Changed a Nation.
  • Partner with a black-owned business in your community and run a joint campaign themed around civil rights and standing up (or sitting down) for what you believe in.
  • Run a Rosa Parks-themed giveaway. There is a Rosa Parks museum at Troy University in Alabama. You could entice your audience to enter to win free tickets to the museum or do a full-on sweepstake by offering a complete trip to tour the museum.

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Human Rights Day (December 10)

Inclusivity means making sure all types of people feel like they belong, regardless of race, religion, gender, sexual orientation, abilities, etc. That’s why Human Rights Day (occurring on December 10 each year) is the perfect holiday to incorporate into your inclusive marketing this season.

Human Rights Day was created by the UN in 1948 to proclaim the rights everyone is entitled to as a human being “regardless race, color, religion, sex, language, political or other opinions, national or social origin, property, birth or other status.” Show your audience you support the rights of all people with these Human Rights Day marketing ideas:

  • Attend a human rights event and share a recap of your experience with your audience to inspire them to do the same. There are plenty of political summits, cultural conferences, and more held on Human Rights Day, so simply being present at an event in your community can spread awareness and inspiration.
  • Create a shareable, public playlist of your favorite songs about human rights. There are plenty of inspiring songs your audience will want to listen to, so you could simply build a quick list on a platforms like Pandora, Spotify, Soundcloud, and more. Be sure to include your business name in your playlist’s title so that your audience will think of your brand as they listen. As a bonus, you could have the playlist play for the day in your store or office, and share a quote from one of your top songs on social media.

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Hanukkah

Also known as the Festival of Lights, Hanukkah is an eight-day Jewish celebration. The dates of Hannukah change each year as it starts on the 25th day of Kislev according to the Hebrew calendar. Hanukkah traditions include lighting a menorah, exchanging gifts, and enjoying cultural cuisine like latkes (potato pancakes). Over 5% of Americans celebrate Hannukah, so here’s how your business can take part:

  • The best part of any holiday? The food! Try sharing a traditional Hanukkah recipe on various marketing channels.
  • If you’re decorating your office or store for Christmas, stay mindful of those who celebrate Hanukkah as well by including a menorah, dreidels, and more in your display.
  • Use our Hanukkah Instagram captions for post inspiration.
  • Play off the eight days of Hanukkah by writing a blog post or email that shares eight tips or eight top products for your audience to check out.

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Speaking of email, do you have your annual holiday customer appreciation email written? If not (or even if you do), don’t miss our heartfelt holiday email templates.

Kwanzaa (December 26 – January 1)

Kwanzaa is a seven-day African American holiday that occurs annually from December 26 to January 1. Each day of the celebration is dedicated to the following seven cultural principles: unity, self-determination, collective responsibility, cooperative economics, purpose, creativity, and faith. Work the values of Kwanzaa into your inclusive holiday marketing plan with these ideas:

  • Focus on one of the seven Kwanzaa principles and share with your audience how your business strives to embody it. For example, you could incorporate unity or collective responsibility into your video marketing strategy by giving your audience a behind-the-scenes look at the teamwork of your employees.
  • As you decorate your store or office for Christmas and Hanukkah, be sure to include Kwanzaa as well. For example, each day of Kwanzaa requires one of seven candles to be lit — which are in an arrangement called a Kinara. You could add a Kinara to your decor, or include other Kwanzaa decorations like traditional African crops such as ears of dried corn and more.
  • Try out any of these Kwanzaa Instagram captions.
  • Add a twist to one of your products or offerings and refresh it for the Kwanzaa season by changing its name or colors.

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Inclusive January holiday marketing ideas and examples

Some of the “bigger” holidays may be over by the time January comes around, but there are still plenty of diverse holidays you can leverage in your inclusive marketing strategy this month:

National Braille Literacy Month

January is Braille Literacy Month because Louie Braille, the creator of the braille system, was born in January. This monthly observance is meant to bring awareness to those who are visually impaired. Here’s how your business can take part in National Braille Literacy Month:

  • Audit your website for visual accessibility features and optimize where you can to cater to your visually impaired audience members.
  • Share fun facts about the braille system to entertain your audience while spreading awareness of the need for braille literacy. For example, did you know that Braille is primarily created by just six dots? And, there are separate codes used for music, math, walkways, and more!

inclusive holiday marketing ideas - example braille literacy month facebook postinclusive holiday marketing ideas - example braille literacy month facebook post

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Dr. Martin Luther King Jr. Day (January 15)

Dr. Martin Luther King Jr. Day occurs on the third Monday of every January to commemorate his birthday on January 15. It’s no secret that Dr. King played one of the most impactful roles in American history as he helped lead the civil rights movement. In fact, this holiday is also often called Civil Rights Day, since Dr. King had such an influence on the civil rights movements during the 1950’s, 1960’s, and beyond. Dr. King’s legacy still resonates today as we continue to strive for equality across the nation. Celebrate Dr. Martin Luther King Jr. with these ideas:

  • Share an inspiring story or quote from Dr. King’s life to celebrate his work with your audience.
  • Lead by example by embodying Dr. King’s principle of peaceful protest. Is there a cause in your community or industry that you feel passionate about? Hold a peaceful in-person or virtual event to discuss the topic with your brand’s community members.

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National Religious Freedom Day (January 16)

National Religious Freedom Day is celebrated each year on January 16 because the Statute for Religious Freedom was signed on January 16, 1786. This statute created the base for the core principles our country still stands by to this day, and guaranteed freedom to practice any desired religion is one of the privelages Americans rely on. Show how your business cares this holiday season by implementing these Religious Freedom Day marketing ideas:

  • If you’re using stock photos on your website, social media, Google Ads campaigns, and other marketing materials, try to ensure you’re using diverse visuals to embrace religious freedom. For example, you might try to include images of women wearing hijabs, or men wearing kippahs or yarmulkes. We share more tips on inclusivity in advertising here.
  • Join a National Religious Freedom Day online discussion to share the religion you practice and encourage your audience to do the same. If you don’t currently practice any religion, that’s okay too! Acknowledging the norm that everyone’s religious journey (or lack thereof) is different will be the point of this inclusive marketing idea. Plus, you’ll be building your brand community as you foster an open discussion with your audience.
  • Educate your audience on their religious freedom rights by sharing out resources on laws and regulations relating to religious freedom.

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💡 Make the most of these inclusive marketing holidays with our guide to the 30 best ways to promote your business year-round.

International Day of Acceptance (January 20)

International Day of Acceptance is fairly new as it was established back in 2010. It was created to foster social acceptance for those with disabilities. International Day of Acceptance happens every year on January 20 and reminds us that people should feel comfortable to be who they are regardless of their varying abilities. Here are some inclusive holiday marketing ideas you can leverage on this day and beyond to make your audience feel more accepted:

  • Promote a new product or service offering that’s tailored to the needs of those with disabilities.
  • Share helpful resources for your customers to educate themselves on disabilities, acceptance, and allyship.
  • Spread the word of this inclusive holiday on social media with the hashtag #dayofacceptance and implement the symbol of acceptance (a wheelchair intertwined with a heart) in your creative elements.

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Chinese New Year

Many people assume the holiday festivities end on December 31, but the Chinese New Year keeps the celebrations going since it happens shortly after, between January 21 and February 20 depending on the Chinese Lunar Calendar. The public holiday will last for seven days, but celebrations can go on for 16 days.

Try out these Chinese New Year celebration ideas:

  • Share the Chinese zodiac chart on your website or social media so that your audience can check out what their own chinese zodiac would be. For example, 2023 will be the year of the rabbit. Perhaps it will be a special year for some of your customers whose birth year aligns with the rabbit!
  • Use our New Year’s Instagram captions to publish engaging and thought-provoking posts.
  • Partner with a local Chinese-owned business and offer a special deal to patrons of both your businesses during Chinese New Year.

inclusive holiday marketing ideas - chinese new year marketing exampleinclusive holiday marketing ideas - chinese new year marketing example

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Make your holiday marketing more inclusive this year

It’s super important to recognize beliefs and perspectives other than our own and to give a voice to minority groups—and clearly, there are endless ways you can demonstrate diversity, equity, and inclusion during the holiday season. So be sure to use these inclusive marketing ideas and examples as inspiration to ignite your own holiday promotions.

To recap, here are the holidays and observances we covered:

  • November
    • Native American Heritage Month
    • National Adoption Month
    • Day of the Dead (November 1-2)
    • Forget-Me-Not Day (November 10)
    • Women Entrepreneurs Day (November 19)
    • Transgender Day of Rememberance (November 20)
  • December
    • Rosa Parks Day (December 1)
    • Human Rights Day (December 10)
    • Hanukkah (changes annually)
    • Kwanzaa (December 26 – January 1)
  • January
    • National Braille Literacy Month
    • Martin Luther King Jr. Day (January 15)
    • National Religious Freedom Day (January 16)
    • International Day of Acceptance (January 20)
    • Chinese New Year (changes annually)

If you’re looking for more resources on growing your business during the holidays, check out these posts:



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5 Quick & Easy Ways to Get More Referral Traffic (+Examples)

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5 Quick Tips to Increase Referral Traffic

Search engines (mostly Google) are still the 800-pound gorilla when it comes to generating clicks to your website. But ignoring referral traffic from other sources like directories, social media, and other websites would be a huge mistake.

This is especially true as younger audiences increasingly search for businesses on social media and as referral traffic increased from 3% to over 10% of total traffic for the average website in 2022.

referral traffic growth year over year

In this guide, you’ll learn the most popular sources of referral traffic, how it helps your business grow, and what you can do to get more clicks from places outside of search engines.

Table of contents

What is referral traffic?

Referral traffic refers to traffic coming from a link on a site that’s not your own. If you clicked the link we added to the introduction of this guide, the website you landed on would count your visit as referral traffic.

By comparison, the other common website traffic sources are search and direct traffic. Search traffic comes from visitors clicking on search engine results. Direct traffic is from visitors that go directly to your website, like if they type your URL into their browser.

Examples of referral traffic sources can include:

  • Social media apps like Facebook or X (formerly known as Twitter)
  • Online directories like Yelp or Angi
  • Just about any non-search engine website like a blog post

👋 Need to get more website visitors? These 25 ways to increase traffic to your website will help you attract interested buyers in droves!

Why is referral traffic beneficial?

If you want to grow your business, attracting more referral traffic is an important step. Here are three reasons why.

Generate more potential leads

At the most basic level, increasing referral traffic means increasing the number of potential customers who visit your website.

But it’s not just more people coming in through your virtual door. It’s people that found you by actively clicking a link that interested them. So if the backlink they clicked is relevant to your website, those visitors have a high intent to learn about, and maybe purchase, what you sell.

Get more traffic from search engines

Backlinks from high-quality websites are a signal to search engines that your website is trustworthy.

Referral traffic - Graphic showing main SEO ranking factorsReferral traffic - Graphic showing main SEO ranking factors

Backlinks are still an influential search engine ranking factor, as shown in this graph from FirstPageSage.

As your backlink profile and referral traffic grow, you’ll land on more search engine results pages and generate more traffic from them.

Reduce your reliance on Google

Google is a fantastic source of traffic. But relying too much on a single source is dangerous—especially as Google’s constant updates can greatly affect your traffic overnight.

Referral traffic - Headline from search engine journal about Google volitilityReferral traffic - Headline from search engine journal about Google volitility

Headlines like this one from Search Engine Journal show why it’s important to diversify your website traffic sources.

As you diversify your sources of referral traffic, you gain more control over the success of your site. If one source, like search, takes a hit, you can buffer the dip with more traffic from another source like directories.

5 ways to get more referral traffic

So generating more referral traffic is important. But how do we go about getting more of it? Let’s dive in.

1. Get listed in online directories

Online directories are like the phonebooks of the digital age. People look to websites like Yelp, the Better Business Bureau, and Angi (formerly Angi’s List) to find the services and business they need.

Referral traffic - screenshot from YelpReferral traffic - screenshot from Yelp

Yelp is one of the most popular business directories, but there are dozens of others that will help increase your online footprint.

Ideally, you want exposure on as many directories as possible. But you also want to make sure that your information is current, so no one gets frustrated trying to reach you. You can even optimize your listings with things like images, service descriptions, and reviews.

🚨 Not sure if your directory listings are up to par? Use our free Listings Grader to instantly check your listing information across 20+ top online directories.

2. Submit guest posts

Guest posts are a great way to build up referral traffic. The idea is to reach out to websites that want content, and offer to write a blog post in exchange for the backlinks they provide.

It’s best to focus your guest posting efforts on sites that are related to your business, which means your content will be in front of a relevant audience providing top-notch referral traffic. If you can set up a regular guest posting schedule, all the better, because that allows you to keep your referral traffic from those sources steady over time and increase traffic to your website.

3. Write press releases

Press releases are a quick and easy way to get a wave of fresh traffic from referring URLs. It’s a great idea to do a press release for an event you’ll be hosting or to announce milestones like executive changes, earnings releases, acquisitions, and product launches.

Referral traffic - Press release from a breweryReferral traffic - Press release from a brewery

A press release is great for promoting new products or events while generating valuable referral traffic from the publications that pick it up.

But to be honest, if you are paying for a press release, you can write about pretty much anything and pretend it’s newsworthy. Some businesses even send out press releases whenever they get a new client.

4. Get active on social media

Social media sites are also natural contenders for bringing in referral traffic. Plus, there are several options to fit your brand and audience.

Facebook, for example, is fantastic for an older audience and organizing events. TikTok caters to a younger crowd and lets you show off your video flair. And of course, there’s LinkedIn, if your target customer is of a professional mindset.

No matter which social media platforms you choose, make sure your posts have a clear call to action that leads people to your website. That’s how you drive referral traffic from social media apps.

Referral traffic - Instagram post from Accessible Community Referral traffic - Instagram post from Accessible Community

Depending on the platform, you can add CTA links, buttons, or text in the caption.

5. Create link-worthy content

If you want to catch backlinks and increase the traffic you get from other websites, you need the right bait. In this case, we’re talking about content that other websites want to link to.

Here are a few types of content that writers and marketers love to link to:

  • Original data: Statistics from a survey or data your app captures
  • Infographics: A roundup of statistics or a visual presentation of a process
  • Opinionated blog posts: A fresh take on a common question in your industry

Once you’ve created your backlink magnet, share it with publications and thought leaders in your industry so they can link back to your site.

Referral traffic the easy way

Referral traffic is an important source of new potential customers. As search engines get more finicky, and more people search social media platforms, referrals will be an even bigger factor in your success online.

As you think about how to get more website visitors from more places, remember these five quick and easy ways to get more referral traffic:

  1. Get listed in online directories
  2. Submit guest posts
  3. Write press releases
  4. Get active on social media
  5. Create link-worthy content

Source link

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5 Quick Tips to Increase Referral Traffic

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5 Quick Tips to Increase Referral Traffic

Search engines (mostly Google) are still the 800-pound gorilla when it comes to generating clicks to your website. But ignoring referral traffic from other sources like directories, social media, and other websites would be a huge mistake.

This is especially true as younger audiences increasingly search for businesses on social media and as referral traffic increased from 3% to over 10% of total traffic for the average website in 2022.

referral traffic growth year over year

In this guide, you’ll learn the most popular sources of referral traffic, how it helps your business grow, and what you can do to get more clicks from places outside of search engines.

Table of contents

What is referral traffic?

Referral traffic refers to traffic coming from a link on a site that’s not your own. If you clicked the link we added to the introduction of this guide, the website you landed on would count your visit as referral traffic.

By comparison, the other common website traffic sources are search and direct traffic. Search traffic comes from visitors clicking on search engine results. Direct traffic is from visitors that go directly to your website, like if they type your URL into their browser.

Examples of referral traffic sources can include:

  • Social media apps like Facebook or X (formerly known as Twitter)
  • Online directories like Yelp or Angi
  • Just about any non-search engine website like a blog post

👋 Need to get more website visitors? These 25 ways to increase traffic to your website will help you attract interested buyers in droves!

Why is referral traffic beneficial?

If you want to grow your business, attracting more referral traffic is an important step. Here are three reasons why.

Generate more potential leads

At the most basic level, increasing referral traffic means increasing the number of potential customers who visit your website.

But it’s not just more people coming in through your virtual door. It’s people that found you by actively clicking a link that interested them. So if the backlink they clicked is relevant to your website, those visitors have a high intent to learn about, and maybe purchase, what you sell.

Get more traffic from search engines

Backlinks from high-quality websites are a signal to search engines that your website is trustworthy.

Referral traffic - Graphic showing main SEO ranking factorsReferral traffic - Graphic showing main SEO ranking factors

Backlinks are still an influential search engine ranking factor, as shown in this graph from FirstPageSage.

As your backlink profile and referral traffic grow, you’ll land on more search engine results pages and generate more traffic from them.

Reduce your reliance on Google

Google is a fantastic source of traffic. But relying too much on a single source is dangerous—especially as Google’s constant updates can greatly affect your traffic overnight.

Referral traffic - Headline from search engine journal about Google volitilityReferral traffic - Headline from search engine journal about Google volitility

Headlines like this one from Search Engine Journal show why it’s important to diversify your website traffic sources.

As you diversify your sources of referral traffic, you gain more control over the success of your site. If one source, like search, takes a hit, you can buffer the dip with more traffic from another source like directories.

5 ways to get more referral traffic

So generating more referral traffic is important. But how do we go about getting more of it? Let’s dive in.

1. Get listed in online directories

Online directories are like the phonebooks of the digital age. People look to websites like Yelp, the Better Business Bureau, and Angi (formerly Angi’s List) to find the services and business they need.

Referral traffic - screenshot from YelpReferral traffic - screenshot from Yelp

Yelp is one of the most popular business directories, but there are dozens of others that will help increase your online footprint.

Ideally, you want exposure on as many directories as possible. But you also want to make sure that your information is current, so no one gets frustrated trying to reach you. You can even optimize your listings with things like images, service descriptions, and reviews.

🚨 Not sure if your directory listings are up to par? Use our free Listings Grader to instantly check your listing information across 20+ top online directories.

2. Submit guest posts

Guest posts are a great way to build up referral traffic. The idea is to reach out to websites that want content, and offer to write a blog post in exchange for the backlinks they provide.

It’s best to focus your guest posting efforts on sites that are related to your business, which means your content will be in front of a relevant audience providing top-notch referral traffic. If you can set up a regular guest posting schedule, all the better, because that allows you to keep your referral traffic from those sources steady over time and increase traffic to your website.

3. Write press releases

Press releases are a quick and easy way to get a wave of fresh traffic from referring URLs. It’s a great idea to do a press release for an event you’ll be hosting or to announce milestones like executive changes, earnings releases, acquisitions, and product launches.

Referral traffic - Press release from a breweryReferral traffic - Press release from a brewery

A press release is great for promoting new products or events while generating valuable referral traffic from the publications that pick it up.

But to be honest, if you are paying for a press release, you can write about pretty much anything and pretend it’s newsworthy. Some businesses even send out press releases whenever they get a new client.

4. Get active on social media

Social media sites are also natural contenders for bringing in referral traffic. Plus, there are several options to fit your brand and audience.

Facebook, for example, is fantastic for an older audience and organizing events. TikTok caters to a younger crowd and lets you show off your video flair. And of course, there’s LinkedIn, if your target customer is of a professional mindset.

No matter which social media platforms you choose, make sure your posts have a clear call to action that leads people to your website. That’s how you drive referral traffic from social media apps.

Referral traffic - Instagram post from Accessible Community Referral traffic - Instagram post from Accessible Community

Depending on the platform, you can add CTA links, buttons, or text in the caption.

5. Create link-worthy content

If you want to catch backlinks and increase the traffic you get from other websites, you need the right bait. In this case, we’re talking about content that other websites want to link to.

Here are a few types of content that writers and marketers love to link to:

  • Original data: Statistics from a survey or data your app captures
  • Infographics: A roundup of statistics or a visual presentation of a process
  • Opinionated blog posts: A fresh take on a common question in your industry

Once you’ve created your backlink magnet, share it with publications and thought leaders in your industry so they can link back to your site.

Referral traffic the easy way

Referral traffic is an important source of new potential customers. As search engines get more finicky, and more people search social media platforms, referrals will be an even bigger factor in your success online.

As you think about how to get more website visitors from more places, remember these five quick and easy ways to get more referral traffic:

  1. Get listed in online directories
  2. Submit guest posts
  3. Write press releases
  4. Get active on social media
  5. Create link-worthy content

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

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