Introduction

When children, teens, and university-level students return to school, parents, students, and teachers often look for the best deals for clothing and school essentials. The result is a major shopping season. 

Review Previous Content

If you have done back-to-school (BTS) marketing previously, you will already have BTS content you have published or shared. Take this opportunity to review your previous BTS content to see what has been effective, what has not worked, and what you can repurpose.

You are figuring out what has effectively driven conversions and why can be a great way to jump-start your planning. Evaluate all pieces for content, format, length, and medium to understand what made your visitors respond positively.

Promote Offers Early

BTS shopping starts early, so you must promote deals even earlier. Have your links, banners, and other promotional materials ready to go. The last thing you want to do is try and play catch up to other publishers who are already providing their audiences with offers. Start pulling offers now and working with your advertisers to generate deals you can promote. 

Deals Drive Conversions

Finding the best deal is at the top of every shopper’s list. Make sure you show them one in their BTS shopping by highlighting that in your published content. This can be anything from deep discounts to additional cash back or free shipping.

Appeal to All Shoppers

Your BTS shoppers may be the parents of an elementary school student looking for the essentials, a college or graduate student needing a mix of technology and traditional resources, or a teacher looking to get supplies for their classroom.

There is no typical BTS shopper because the BTS shopping season encompasses all these shoppers. Highlight deals that would bring them the most value, and do not be afraid to have a wide range of BTS shoppers.

Mobile Options

Many parents who are doing BTS shopping plan to use their mobile devices. The top product categories for mobile shoppers are often basic supplies, clothes, and footwear. Make your content platform accessible on mobile devices, and if you have an app, highlight that for the mobile shopper.

Back-to-College Shoppers

Back-to-college shoppers are different from their BTS counterparts. While the need for basic supplies may remain similar, they will also look for clothes and technology, furniture, and decorations for dorms and apartments.

Free Shipping and In-Store Pickup

Free shipping is important. When your partnering advertiser offers free shipping, call it out. Provide the details, such as the price threshold, if it is a limited-time offer, or if the customer will need a coupon code. If the advertiser also offers in-store pickup, you should highlight that.