Q4 Top Tips Series
This Q4, we asked members of our Client Services Team to share their top tip for helping advertisers maximise performance during the peak trading season. We first challenged them to deliver their advice in just 30 seconds (see video above), but we know many brands will want to dive a little deeper.
That’s why we’ve asked the team to expand on their insights in a series of blog articles like this one. Here’s Tip #4 from our Q4 Top Tips series, brought to you by Webgains Senior Account Manager Mei Ng. Have a read of Mei’s article below where she fleshes out the importance of getting your Q4 activity started sooner rather than later.
Ensure Your Brand is Wish-List Ready for Q4 Shoppers
Q4 Top Tip by Mei Ng, Senior Account Manager at Webgains
Too many brands mistakenly pour too much (or even all!) of their Q4 budget into November. With 50% of shoppers now starting their holiday shopping at least two weeks earlier (Metro), it’s important to get ahead.
Ideally you want people to be aware of your brand, products and offers before the Q4 madness hits. By the time November rolls around, shoppers have already discovered, compared, and shortlisted the brands they’ll buy from. Yours needs to be amongst them.
‘You want people to be aware of your brand, products and offers before the Q4 madness hits’
So spread your budget across the quarter: work with influencers, affiliates, and partners early. Get your content and campaigns live while consumers are still in their discovery phase.
Because if you wait until November, you’re competing for attention (and placement costs) when it’s already too crowded.
At this point, I think I am going to have to go off brief for my single top tip and offer several to break this down into a few actions I think brands with affiliate programs should be taking:
Get your Q4 campaign briefs, creative assets, and offers to partners well in advance. Give them time to plan and build momentum before Black Friday.
Despite their proven ability to drive results, don’t rely solely on cashback and voucher sites. In the research phase (September to October), try working with content, review, and discovery publishers who help shoppers explore options and learn about your brand.
Encourage partners to publish buying guides, gift ideas, and listicles that align with early research behaviour. This helps position your brand before Q4 peak begins. Content partners in particular can really help you to achieve this.
Allocate spend to support awareness and engagement now, and reserve some for high-intent partners closer to conversion later in Q4.
If you’d like to grow your sales through the affiliate channel this Q4, please email hello@webgains.com or complete this form to get started with Webgains.
