4 Tips for Marketing Your Small Business Locally
Take your seasonal marketing strategy to the next level
Whether you’ve recently started a small business or changed your sales tactics for your business due to COVID-19, you’re probably thinking about how to increase holiday sales.
It’s fast approaching and now is the perfect time to start your seasonal marketing strategy so that you can attract buyers to your doorstep or to your website.
But first … understand that the holidays will look very different this year.
I talked about how your customers’ buying decisions this fall / winter may seem completely unrelated to what they did last year a few weeks ago on a previous blog.
Now I’d like to show you how to increase your holiday sales locally, so here are four ways you can improve your digital and physical presence:
1. Create content with a local touch.
If you’re setting up your store for the holidays, consider festive “Buy Local” signs that remind people to support business in their community.
Because many consumers will be staying home this year, spending time with a select few family members, or establishing socially distant visits with friends and neighbors, providing valuable content online is also important.
According to Google, 35% of Canadians find it difficult to shop in the store due to COVID-19. I’m predicting that a lot of people will settle in and buy gifts online, rather than venturing into stores.
So this is good news if you have an ecommerce store. But people don’t just want to scroll through one product page after another. They want to see articles, videos, reviews, and testimonials.
Consider creating articles that focus on local activities and even mention other small businesses (which you don’t compete with!). For example, you could blog about five fun things to do in your town this season, linking to a small business that sells Christmas treats or crafts. Then write a call to action that links to your own product or service as a great gift idea.
2. Partner with a local charity.
Many small business owners donate time and / or money to causes that align with their values. In addition to being kind, partnering with a charity can also make your customers more likely to buy gifts for you.
You could donate a certain percentage of each purchase or give away an item for each item purchased. Installing a gift-wrapped donation container at your business allows you to show your customers how many items you are giving away, or you can post photos and numbers online.
Your customers (and you) will support a worthy cause and you will also promote your small business.
3. Spruce up your store or website / social media profiles.
Just like you could decorate your home with garlands and stockings, decorating your store and / or website and social media accounts can create a festive feel.
Consider using local decor to support other small businesses and reinforce the message to buy locally.
If you are decorating online, update your profile images and posts with a virtual Christmas decoration that has a local flavor. Think beyond a snowman and include a local snowy mountain or Christmas light shot at a tourist attraction near you.
Now when you share your discounts, sales, promotions, and well-crafted content online, your followers will see something familiar.
The more you can create an ecosystem of relevant content and images that work together, the more your brand awareness, engagement, leads, and sales increase.
~~~~~
READ: Your 2020 Christmas Marketing Guide for Businesses
Wondering how to increase holiday sales? COVID-19 is a global crisis that has affected economies, supply chains, and retailers around the world. Your customers’ buying decisions this fall / winter may be completely different than what they made last year.
Those tried and true tactics that worked for us before may no longer be. Regardless of the type of small business you have, it’s critical to realize that because the retail landscape has changed, your holiday marketing plan must, too.
Read more on our website
~~~~~
4. Organize a virtual or in-store event.
If you can host an in-store event with the proper social distancing protocols, it can be a fun way to attract people to your business. You can offer snacks, entertainment, and private shopping experiences to make your customers feel special.
Now, I predict we’ll see fewer in-store meetings this year, but that doesn’t mean you can’t make events a part of your seasonal marketing strategy.
Think about how you can link your product or service to the event. How about a virtual wine night with the highlights of your three most popular gifts? Or an interactive children’s party that shows them how to gift their products?
Use your imagination and use a free tool like Facebook Live or a Facebook group to organize your event online. Before the party, you can send invitations to your subscribers by email, share the news on social media, and tell people about it on your website.
There is no doubt that the holiday season will be different this year. When you’re considering how to increase holiday sales, it’s essential to use empathic marketing techniques to connect with your audience in an authentic way.
In addition, it is important to assure people that you are taking the necessary COVID-19 precautions, whether it is cleaning your store a certain number of times a day or disinfecting shipments before they go out.
By adapting your seasonal marketing strategy to accommodate people’s new habits and preferences, you’ll be set for success, now and in 2021.
Do you have any ideas on how to increase holiday sales locally? I’d love to hear about them in the comments.
For the success of your business,
Susan