For small businesses, the holiday season is the busiest and most expensive time of the year. It can also be the most satisfying, on the other hand.
In the past, only three major retail-heavy activities were part of the holiday season: Thanksgiving, Christmas, and Hanukkah. Today, over the last 2 months of the year, we now have Black Friday, Cyber Monday, and a plethora of holidays. With Black Friday, the day after Thanksgiving Day the season officially begins. The day after Thanksgiving has been commonly considered to be the beginning of America’s Christmas shopping season since 1952. Shortly after, Cyber Monday follows, leading up to the slew of December holidays. While Black Friday and Cyber Monday started in the United States in recent years, shoppers from all over the world have come to embrace the 2 months of holiday shopping.
During the holiday season, advertising opportunities are abundant if you operate a small company, and you definitely don’t want to offer your rivals the advantage, some of whom might have already begun planning.
Last-minute of preparation
You can never be too prepared, no matter what you are trying to do with your holiday marketing campaign. You can settle on a simple holiday marketing plan, but budget considerations, including unforeseen costs that may occur during this sometimes chaotic period and holiday pay, should also be taken into account.
And while your workers may gladly agree to work extra hours during this time, if you think you may need extra help, it’s also a good idea to consider recruiting additional employees. For instance, you may need an extra pair of hands to work at your store for the extra opening hours or need an additional half a dozen workers to work Christmas parties that your restaurant puts on through December.
Remember to look after your current customers
It also recommends keeping a firm eye on your inventory if you run a retail company, which is essential regardless of whether you run a brick-and-mortar business or an e-commerce website. It is recommended to buy a little more than what you think you need if this is your first time running a holiday marketing campaign. After all, nothing is worse than running out of supplies and getting your clients irritated, furious, and running to your competitors’ open arms immediately. And if at the end of the holiday season you have surplus stock, you can always sell them at a discount after the holidays.
Chances are that a healthy combination of new and returning clients would be the visitors who come to your website during the holiday season. This holiday season, bringing in new customers to your company might be one of your priorities, but don’t forget to look after your current customers. Repeat customers, after all, generate the same income as 5 new clients combined and are 9 times more likely to convert. Repeat customers also make up only 8% of visitors, according to an Adobe survey, but offer a whopping 40 percent of sales, making them a lucrative consumer group.
During the holiday season, if you handle your existing client base well they would be able to keep coming back to you and recommend you to others all year round. Consider awarding free samples to these customers, a quick “thank you” email, discounts, and coupons, or a holiday-themed competition. After all, everybody enjoys the excitement of joining a contest and getting the opportunity to win a free prize.
Using all the marketing platforms to take advantage of
This holiday season, your website should not only be the only outlet you use to promote your small business. We know that with the right message in the right place at the right moment the best marketing campaigns reach the right audience, and multi-channel marketing is all about communicating with your consumers in the right place. This includes using a range of marketing platforms to communicate with consumers at different points in their shopping process. Email, text messaging, direct mail, social media, in-app messaging, and more are basic examples of marketing platforms that you can use in a multi-channel marketing campaign. Context is the answer.
Be strategic with your marketing and note that creative holiday marketing ideas can be much more successful than throwing money at any single channel you can think of, combined with the right platforms.
Ensure you have an up-to-date and configured website
The most important tool you have for marketing your business, services, or products is your website. Think about it: what is the first thing you do if you want to learn more about a specific brand or its goods or services? Do a search on Google. What you discover (or do not discover) also instantly forms your view of the organization or brand you are looking for.
When researching your small business, your future clients would do exactly the same thing, so it’s important to make sure your website looks fantastic, your content is accurate and engaging, and everything is up to date. You’re basically telling potential customers that you don’t care if your website looks like it hasn’t been changed since 1999, your customer helpline or live chat facility is only available during those hours. And make sure to include your opening and closing hours over the holidays if you run a physical store or restaurant.
It is also recommended to think about ways that you can boost your holiday season website. Start by ensuring that your website is mobile-optimized and that its speed is up to scratch, it is also a good idea to test your website on various screens and devices. In order to welcome returning customers to your site, you can also suggest short-term strategies such as offering your customers free shipping during the holiday season, making holiday-themed videos or product demonstrations, and adding seasonal components to your website including Christmas-themed Headsup messages.
Using technology to make your work more intelligently
No doubt, over the next few months, you and your workers will have a lot on your plates. So it makes sense to invest in technologies that will make this holiday season a lot easier for your lives. No, we’re not talking about robots that are likely to take over your work. We are talking about software that is specifically designed to help save time and money for your small business by automating menial tasks. Think about payroll applications, point-of-sale (POS) tools, software for customer relationship management (CRM), and solutions for marketing automation.
Technology makes it possible for your organization to work smarter; the more you know your clients, the better the goods and services can become.
Set your holiday marketing objectives
Think about your priorities for this time carefully. Every small business is different, so the priorities will not always be the same as the next rival e-commerce retailer. What do you want to accomplish during the holiday season? Are you involved in attracting new clients? Are you looking for a monthly sales increase? Or would you rather use this chance to raise awareness of the brand? Or a mix of the above?
If you want to do, note that it is best for your small company to concentrate on a few goals and do them well instead of attempting to do too much at once honestly, and risk struggling to achieve all of the goals during an already busy time of year.
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