Passover is now less than two months away. For most Jews that means it’s time to start planning, cleaning, shopping, cooking, and inviting!
But for those of us who run businesses targeting the Jewish market, the months leading up to Pesach are even more hectic. This is one of the major high seasons for almost all businesses with products that target the Jewish customer, in every sector.
It is particularly crucial for business and organizations in the following fields:
- Kosher food of every kind – I read that over 80% of all specifically kosher food in the US is sold during the Passover season
- Judaica and Jewish books – This is one of the peak seasons of the year
- Clothing, accessories, wigs, jewelry – If you are targeting Orthodox Jews, this is huge
- Kitchenware, gadgets and household items – Many observant Jews are buying big at this time of year
- Jewish education and outreach – Interest in all things Jewish will peak at around Seder Night
- Travel and tourism – Lots of people are visiting family and/or Israel, or are looking for a Pesach getaway
- Gifts – Lots of guests means lots of gift-giving
I am currently working with several clients to help them prepare for this season. I’ve created a Web Marketing To-Do List to help you make the most of it for your business too.
Web Marketing To-Do List for the Passover Shopping Season
- Update Your Homepage to reflect Pesach messaging: If this is a big season for your business, then your homepage should be welcoming the expected flood of visitors and speak to the Pesach-specific needs that are on their minds right now. Update your headline, image, call to action, etc. Make it really obvious that they have come to the right place.
- Paid Advertising: Once your website is ready to receive Pesach shoppers, you can consider paid advertising. You can target Pesach keywords related to your product on Adwords. You can find your target market fast using Facebook ads. You can buy ads on popular Jewish sites and blogs. You can use email blasting services. You can do offline ads in Jewish print publications. However, all paid advertising strategies should be used with caution, to avoid spending a lot of money on traffic that does not convert into sales. (Note: If you are using paid online advertising, it is better to send those visitors to a landing page, rather than your homepage.)
- Prepare Pre-Pesach Emails: Depending on your business, you should send out a series of marketing emails to you previous customers and subscribers. Let them know how you can help them in the Passover preparations.
- Social Media: If you have any kind of following on Facebook, Twitter, YouTube, LinkedIn, Pinterest, etc. now is the time to activate them with Pesach-related content. You can post about your business and products, but mix it up with a variety of Passover related content that is attention-grabbing, cute, clever, touching, and meaningful. Think adorable children singing the Mah Nishtana, a kitten hiding the Afikoman or maybe Grandpa holding a little girl on his lap and reading the Hagaddah with her. (Tears are already springing to my eyes!) In my experience, as Pesach comes closer, people are very interested in sharing this kind of content, and it becomes relatively easy to go viral with a simple image or quote – just make sure to brand it and include a Call to Action.
- Content and SEO: Research your Pesach related keywords and create pages and content that target those. Even at this late stage, you can get significant traffic this way for peanuts, especially if your site is already in Google’s good books.
For any person or business looking to make the most of the Pesach season, the time to start your marketing plan is now.
If you are interested in working with me to help make this Pesach season a big success for you, contact me.
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