The holiday season can be a critical time for small businesses. In fact, small business owners recently surveyed by QuickBooks said they expect to bring in 33% of their yearly revenue from holiday sales. Taking a strategic approach could help you meet — or surpass — your target.
This time of year offers a golden opportunity to boost sales, engage with customers and strengthen brand loyalty. In that spirit, here are six creative, cost-effective marketing strategies that small business owners can put to use this holiday season.
1. Step up your social media strategy
Over half of social media users who are 14 or older also shop on social media platforms, according to CapitalOne research. That means a huge chunk of the market is scrolling on their phones — and they might be ready to engage with your brand. A strategic social media marketing strategy can help you strengthen brand awareness and connect with potential customers, especially during the holidays.
If you haven’t already done so, now is the time to clarify your goals and understand who your ideal customer is. From there, you can craft original holiday-themed content that appeals to your target audience. That might include:
- Special social media contests and giveaways
- Interactive posts like holiday polls
- Posts that spotlight your business’s special holiday offerings
- Posts that promote upcoming sales and holiday deals
You might also collaborate with a social media micro-influencer. This is someone who appeals to your target audience and has 10,000 to 100,000 followers. They might be interested in reviewing your products or services and sharing their experience with their followers — and their rates are usually more reasonable than more well-known influencers.
2. Implement email marketing campaigns
If your business already has an email list, you can use that to your advantage during the holidays. If not, it’s not too late to start investing in email marketing. But you’ll want to be strategic about what you send out and how often — flooding your customers could get you sent to the spam folder. The email marketing platform Mailchimp recommends the following:
- Sending welcome emails to new subscribers
- Sending regular emails to update customers on new products and services, which can include special holiday offerings
- Rewarding subscribers with special sales and discounts
You can also offer a one-time discount to customers who sign up for your email list. Another option is using your email list to promote upcoming events and share blog posts.
3. Connect with your local community
Don’t be afraid to team up with other local businesses this holiday season. For example, you could plan a joint shopping event and cross-promote it together, or offer specialty discounts to customers who are referred by another business. There are other ways to get involved with your local community, like setting up a booth at your town’s next winter market or donating to charitable organizations that are near and dear to your neighborhood. You could also donate a portion of your holiday sales to charity, which could attract customers who are in the giving spirit.
4. Offer special holiday deals and promos
Consumers are out in full force during the holidays, and standing out from your competition is key. That’s where special holiday sales and deals can come in handy. You can entice customers with:
- Limited-time holiday discounts
- Sales on certain items or services, particularly if you’re looking to offload specific inventory
- Discounts for those who sign up for a customer loyalty program or subscribe to your business’s email list
- Promo codes for those who participate in a social media contest or share a specific social media post
You can promote your holiday deals with social media ads and your email list.
5. Revisit your customer loyalty program
The holidays are a great time to beef up your customer rewards. According to Queue-it research, 84% of consumers are more likely to stay with a brand that offers a loyalty program. You might consider implementing a point-based system where customers get a free reward after earning so many points. You can also offer special discounts to members who shop and earn points this holiday season. Another idea is to offer additional perks to those who refer your business to new customers or sign up for a premium subscription or membership.
6. Leverage content marketing
Content marketing is exactly what it sounds like. If your business has a website, that’s a built-in opportunity to explore this type of marketing. For example, you can use your site’s blog to create holiday-themed content. Just be sure that it:
- Is relevant to your target audience
- Offers useful information
- Is optimized for search engine results
- Is aligned with your brand voice
You can use your blog posts to promote sales, showcase your holiday offerings and offer solutions to problems your ideal customer is facing. You can promote these posts on social media and in your email newsletter.
The holidays are in full swing — and so is the shopping season. Investing in your marketing plan could help you hit your revenue goals and build loyalty with customers who stick around long after the season is over.