Did you play the Valentine Day Card to attract more clicks?
How to ‘Harness a Trend’ and generate more visits to your site
I’m not a big fan of gimmicks, in fact I often advise my clients to steer clear of falling into the ‘gimmicks’ trap when it comes to social media marketing and writing blogs.
However there is no doubt that whatever business you are in your clients will be aware that very soon it’s Valentine’s Day.
Did you play the Valentine’s Day Card to find new clients?
Both men and women may be:
- hoping to receive a valentine’s card/gift
- considering sending a valentine’s card/gift
- dreading the idea of Valentine’s day
Most of the UK and US society, whether in love, in a relationship or just out and about will be aware of what February 14th stands for.
You may be thinking “So what!” what has valentine’s day got to do with my social media marketing and content writing and how does it do anything to improve my click throughs.
Well even if you are not a dating site or a florist … read on and find out how any business can benefit from harnessing a popular social event to generate more interest in their own business.
Don’t miss the opportunity to use trending subjects to hook your customers interest.
Well here’s the reason you should pay attention to this and every other fixed calendar event that your potential clients will be aware of.
As these calendar events come around and the day gets closer your clients will begin to focus on the wants, needs and issues that may surround these dates.
Also because the media in general will have been ‘Priming’ your clients for weeks before the event, so this year I think Valentine’s Day cards and gifts began to appear on the shelves of my local Marks & Spencer and Waitrose stores in the second week of January, the words ‘Valentine’, ‘Love’, ‘Gifts’ will all be more heightened in your clients consciousness.
This all leads them to being more attuned to the ‘Titles’ and ‘Headings’ and ‘Calls to Action’ that contain these words.
“OK, so what?” I here you say again
Well the thing here is to take advantage of this heightened awareness and make it work for you.
Let me give you two different examples of how a business might do this.
Business A is a psychotherapist and Business B a Boutique Hotel.
You’ll agree that they are both very different businesses and there is no reason to think that they will share the same client demographics, yet they could both benefit from focusing on Valentine’s day to create great content that commands attention and is shareable on social media.
Business A the Psychotherapist.
Many people find this time of the year tough.
They are single or perhaps in a relationship that isn’t working for them. Valentine’s Day is a big deal for many in this situation and so thoughts of ‘love’, ‘relationships’, ‘perfect partners’, ’emotional issues’ may well be more heightened for these potential clients.
A psychotherapists who might be looking for a suitable issue to blog, podcast or write about could successfully use the focus of Valentine’s Day to write something that might be of interest to their prospective clients:
- The Valentine Date Do’s and Don’ts –Top tips to cope with that date (list style piece)
- The Valentine Blues – How to cope with that sinking feeling (article style piece)
- Being someone’s ‘Valentine’ isn’t always a bed of roses – coping with an obsessive lover
The list could go on and on. You could even do a series to cover different issues that surround love, rejection, obsessive natures, unrequited love, the male perspective, the female perspective etc.
Business B the Boutique Hotel
Many people want to do something romantic at this time of the year. Well let’s just say that those people who might want to do more than send their love in a card might want to splash out and take the object of their affection away on a surprise mini break.
This year Valentine’s Day falls on the weekend and so I imagine that many people might consider a romantic weekend away would fit the bill.
A boutique hotel might want to focus on this to write an article or series of articles in the preceding weeks. The articles might be about how to organise that perfect romantic break, all the things that lovers can do in X (x being whichever city or location the hotel is). It might be about a famous lover who stayed in the area or perhaps a romantic novel based in the area.
- Perfect Valentine’s Weekend breaks with a romantic dinner and leisurely breakfast – Ideas to surprise your partner on their weekend away (info piece)
- Top Spa Tips – Pamper your Valentine on the Spa Break weekend (list style piece)
- Making the most of Valentine’s weekend in Bath (or where ever the Boutique Hotel is) – Ideas to make your valentine swoon.
Or perhaps you see your target market as those wanting to escape from everything Valentine.
- The Total Anti Valentine Weekend – Ways to pamper yourself and forget about hearts, chocolates or flowers.
The point is that this one date in the diary can give you many topics of ‘relevant’, ‘shareable’ content to help you build your following and more ways to find your business.
And for those who say love has nothing to do with their business?
- Health & Fitness
- Interior Designers
There is always an angle that you might find that can be used to hang a message on.
Insurance – “Sending chocolates and flowers is romantic, but insuring your life shows them how much you love them. It may not be the most romantic gesture but insuring that your loved ones are provided for shows just how much you care.”
Health & Fitness – “If Valentine’s Day is all about love then show your body how much you care … Make a date with me and well start a fitness love affair that will make your heart happy”
Interior Designers – “Valentine’s Day Boutique Chic – ten tips to quickly turn your home into the perfect love nest, without a single chocolate on the pillow!”
Writing an article and blog should always start with having something valuable (that’s valuable to your potential audience) to say.
If you are going to the effort of writing regular pieces for your website, blog, Facebook or Google plus page, then harness the power of what’s trending and boost your chances of increasing your traffic as a result.
So what will be trending?
New Year, Valentine’s Day, Easter, Mother’s Day, Fathers Day, Summer Holidays, New School Year, Halloween, Bon Fire Night, Thanks Giving, Christmas, Hanukkah, Divali, Lent, Ramadan
But what about:
Big cultural and sporting events
Grand National, Wimbledon, The Proms, Cup Final, Crufts, The London Marathon, The Oxford and Cambridge boat race, The Chelsea Flower Show, The opening of Parliament,
Big TV Events
Great British Bake Off, Children in Need, The Apprentice, Strictly Come Dancing, I’m a Celebrity, The X Factor, Dr Who Christmas Special, The next big TV drama e.g. Broadchurch or Sherlock,
Spring, Summer, Winter, Autumn, Snow, Sunshine, Harvest,
Not all of these will appeal to you.
Not all will appeal to your intended audience.
But I guarantee that all will be trending at some point just before or during their cycle and that many more searches will involve those important keywords and phrases.
I hope that I have encouraged you to play your own ‘Valentine’s Day Card’ and harness what’s popular and trending to craft a great article or blog around.
Brian Cotsen | WebtimeVA.com
Web Consultant for Small Business
Make your web presence more effective
07484 266 124