By: Luciana, OT Intern
I’ll let you in on a secret: Black Friday scares me.
Starting in early November, our social media feeds and email inboxes turn into a chaotic mess. It’s not just a flood of emails promising 50% off everything. It’s the pressure to drop everything to chase a trend. It’s so easy to get caught up in the holiday hype and forget that greatness doesn’t come from an impulse buy.
It’s exhausting, and it makes us forget a simple truth: great business isn’t built on a flash sale. So, as the hype starts cranking up, let’s take a deep breath and talk about the crucial difference between a quick deal and a genuine investment.
The Problem with Hype Marketing
Every massive, time-sensitive discount ends up being disposable. Hype generates fleeting traffic and sales that rarely convert into truly loyal customers. They come for the discount, but leave when it’s over. This forces an endless, revolving door of clients, instead of a stable community. Focusing on creating hype also drags your team away from working on the projects that truly matter. It makes your company feel reactive, constantly running to catch the latest trend.
The Investments that Keep Working
Rather than chasing that momentary “sale high,” we should think about perpetual value. These are the stable assets that grow more valuable over time. That’s why during these hectic times, we recommend ignoring the hype and focusing on durability.
This means investing in that internal project you’ve been putting off, improving a redundant workflow, or refining your schedule. It’s unsexy work, but the payoff is peace of mind and hours saved, every single week, forever. These simple investments create space for your team to focus on what matters most.
Here are some ideas that will keep working for you long after the holidays are over:
- Transform your existing blog or resource section by creating pillar content, like ultimate guides or explanations to customer questions. To ensure you are consistently found any time of year, make sure to optimize these for search engines.
- Focus your social media campaigns on creating community-driven content that encourages two-way conversations. Answer questions, share reviews, and build rapport with your audience. This builds genuine brand loyalty.
- Invest in refining the user experience on your website. This can include optimizing conversion paths and updating your most visited pages with detailed information. A smoother user experience leads to more conversions year-round.
Instead of a quick rush, invest in the content that truly defines your business. This is the type of content that brings in organic traffic and keeps an audience long after the holiday lights are down. These quality decisions don’t need a countdown timer to prove their worth.
Consistency is Your Best Marketing
Choosing to step back from the hype frenzy can actually be a huge confidence boost for your brand. It shows your audience that your value is consistent, durable, and reliable. You will attract clients who are looking for a long-term relationship, and this authenticity is the most powerful message you can send.
So as those holiday sale emails start to flood in, I encourage you: close the tab and silence the noise. Invest your time and your budget into the projects that will define your success, not just this holiday season, but for the next few years.
Ready to turn these insights into action? We’re here for you! Contact us today for help with all your marketing and advertising needs.