Timely marketing is critical for keeping your brand relevant and maximising opportunities. This is particularly true in the e-commerce space, where various events and holidays can trigger a spike in demand. One of the biggest days of the year for this is Mother’s Day.

If your brand’s products and services have the potential to make great Mother’s Day presents, it’s essential that you tailor your digital marketing efforts towards gift buyers in the build-up to the day. Otherwise, potential customers may not even know that your offerings exist. To help you get started, we’ve listed a series of tips to support your digital marketing output for Mother’s Day.

Create a dedicated page for Mother’s Day

The first step for any e-commerce site offering Mother’s Day gifts is to create a dedicated landing page. 

This provides your site with a devoted space for your Mother’s Day items, meaning those looking for a present can easily scroll through the options available all in one place. This saves them from having to sift through products which might not be relevant, which could lead to them giving up and looking elsewhere. 

Your Mother’s Day landing page serves other purposes, too. It can be optimised with Mother’s Day content, helping you to rank for the relevant keywords and driving traffic to your site. Plus, your other digital marketing channels (such as email, outreach and social media) can link back to this page, further improving visitor numbers.

Essentially, this page acts as your site’s hub for Mother’s Day, making it a crucial first step.

Offer a discount code

A great way to stimulate sales is to offer a limited-time discount code in the lead-up to Mother’s Day. Offering the deal for a short period can create a sense of urgency that incentivises buyers to purchase sooner rather than later, and can be used to target different segments of consumers.

Send it via your mailing list to encourage repeat purchases from your existing customers, or promote it on social media to try and catch the eye of new shoppers.

Use your mailing list

As suggested above, if you’ve developed a mailing list of existing and potential customers, Mother’s Day could be the perfect time to use this to your advantage. It allows you to contact a group of shoppers who’ve already expressed some form of interest in your brand, which could be the final push they need to make a purchase.

Consider sending a snapshot of your product range to showcase what you have available, and offer an exclusive discount code to entice them to click through to your site. This can be a great way of generating traffic and conversions.

Create a stream of Mother’s Day content

Finally, in the build-up to the big day, make sure you’re creating a wealth of Mother’s Day content across your digital marketing channels. Produce a string of Mother’s Day-themed posts on social media, and publish a series of blog posts linking the big day to your industry.

Publishing blogs can boost your site’s SEO performance and can help drive traffic to your site when shared on social media, making it a highly worthwhile investment. These posts can include simple gift guides featuring your products, as well as friendly advice on how readers can spend the day or save money in a way that’s relevant to your business area.

Another good idea is to see if you can produce any supportive content. Mother’s Day can be a difficult day for some, so partnering with a nonprofit organisation related to families and parenthood can show that your brand has a considerate side.

Find out more

For additional digital marketing insights, head to the It Works blog. Alternatively, if you’d like to learn more about our services, get in touch today.