Occasion-based marketing: How to promote your product when there’s nothing new to report

By: SEMrush

September 11, 2018


#DMWF - Digital Marketing - Featured - Uncategorized -

pumpkins burning in a spooky forest at night halloween background picture id840261808

#DMWF Europe Gold Sponsor SEMrush and senior product marketing manager Nadia Nazarova share tips for keeping customers engaged throughout the holidays. 

Public holidays and special occasions are a great reason to spice up your marketing with some fun ideas. Entertaining your audience, while driving extra traffic to your website – doesn’t it sound appealing?

In this post, I’d like to share with you some ideas I came up with for one of my holiday campaigns and tell you about the cheapest and quickest ways to entertain your users and get them to test your product.

Use fun animation in the interface

When Halloween came last year, I had a ghost flying around in my tool’s interface.










The ghost caused massive engagement on social, so I went even further and added a spider and a pumpkin. This was exactly the time our product went into open beta, so our promo was a great way to get as many people to test the new tool as possible. Also, the flying ghost does not require heavy investment!









Place your bet on quizzes

In parallel, we also launched a Halloween-themed quiz about the worst nightmares of SEO specialists. We made the quiz so that regardless of the score, users would always land on the content describing our product. There was a threefold increase in the amount of traffic coming from social, and the sign-up conversion rate has doubled!








Give your old marketing material a new life

It took our designers one hour (!) to update the old infographic with a new Halloween-themed design. And the results were stunning: we saw a 22% conversion rate increase and a huge spike in payments!












Preparing for a thematic campaign

Even though holidays tend to creep up on us, the last thing you want is for your campaign to look hectic. So here are five questions you need to ask yourself before launching your next thematic campaign or promo:

  1. What channels are you going to use to distribute your promo?
  2. How are you going to connect your thematic campaign to your product?
  3. How are you going to react to the attention of experts and opinion leaders?
  4. What are your campaign’s start and end dates?
  5. What regions are you going to target with your campaign and how do they celebrate this holiday/event (if at all)?

So hopefully, when the next special occasion arrives, leaving you no time to prepare for a large-scale marketing campaign, you can use these ideas and tips to create something that will entertain your users and give them a good reason to test your tools. And remember that your marketing doesn’t always have to be serious: a ghost or two in the tool’s interface will inevitably make anyone smile, even the toughest of us!