Putting together a holiday marketing plan isn’t easy. But Google has given us some hints into what will and won’t work with audiences this year.

Last week Google released behavioral insight data about what will drive conversions this year.

One interesting piece of information is the number of mobile searches that are clearly on the hunt for a good deal. According to Google, the number of mobile searches involving the words “best deals” has increased by 90 percent.

Another neat tidbit is the number of people searching for “Black Friday Deals.” Though the day is still a couple of weeks away, the number of searches for “Black Friday Deals” has grown by 200 percent.

Google’s Data and How to Incorporate It into Your Holiday Marketing Plan

Google’s data has highlighted the importance of making sure that your pool company remains competitive this year through optimized terms, phrases and campaigns. Some of the most influential factors that drive US consumer behavior and actions include:

  • Lowest prices
  • Sales, discounts, and promotions
  • Free shipping
  • Fast delivery
  • Customer reviews
  • Product availability
  • Cross-store product comparison

The list also included what drives US consumer behavior the least. Some of these include:

  • A company’s popularity on social media
  • The ability to chat directly with a merchant
  • Family and friend reviews
  • Loyalty rewards programs
  • National background of a company

What This Means for Your 2019 Holiday Marketing Plan

This data will help you decide what you should emphasize in your holiday marketing plan this year. For example, stressing that your pool company has the lowest prices on above ground pools is more important than stating that you are an American-made company. Promoting a special holiday deal on your hot tubs will work more to your advantage than trying to get more reactions, comments and shares on Facebook and Instagram.

Need help with your pool company’s holiday marketing plan this year? It’s never too late to get started! We welcome you to give the digital media marketing consultants at Pool Marketing Site a call at (281) 569-4370.