Are you taking advantage of the year-end promotional opportunities for small businesses and non-profit organizations that are now being promoted nationally?
For the holiday shopping season I’m sure you’ve heard of Black Friday and possibly even Cyber Monday, but did you know about Small Business Saturday or Giving Tuesday?
Small Business Saturday
Small Business Saturday, the Saturday after Thanksgiving, was developed to help small businesses with their most pressing need—getting more customers. On this day, people are encouraged to shop at local businesses in their communities. Thanks to increased national awareness over the last several years, local businesses all over America are adding to their bottom line and helping other small businesses in their area do the same. It’s not just retailers either. Local restaurants, entertainment, and services are also included. In 2013, consumers spent around $5.7 Billion at independent merchants around the country on Small Business Saturday.
Get your organization included, and you can benefit from advertising, promotional materials, and incentives provided to customers. Visit the Shop Small website to find free resources for successfully getting the word out about your special offer, product or service. Plan on spending money locally in your community that day too!
Use the hashtag #ShopSmall to promote the day by sharing pictures, events, and great deals you find at local businesses in your community.
Giving Tuesday
Giving Tuesday follows Cyber Monday and is a global day dedicated to giving back. This year on Tuesday, December 2, 2014, charities, families, businesses, community centers, and students around the world will come together for one common purpose: to celebrate generosity and to give.
There is strength in numbers and by having your nonprofit participate in Giving Tuesday you can further raise awareness about who you are and what you do. Visit the Giving Tuesday website for tools, resources and how-to plans to get the word out about your non-profit organization.
Use the #GivingTuesday hashtag to spread the word about the joys of giving and giving back to the many local organizations who make our communities a better place.
Make Your Holiday Promotions a Success
To make the most of your year-end promotional campaign for your business or non-profit, follow these 5 steps to success.
1. Know What You Want To Do
Before you develop the message, make sure you have a plan. What product, service or special gift package will you be promoting this holiday season? What marketing materials need to be created? How will you promote your campaign in your store, online, at an event, and over social media? Tie your online campaign into what’s happening in your real life business too.
2. Publish the Content on Your Website
You’ve created the plan for your holiday promotion, now it’s time to develop the content for your website. Create a landing page, blog post, or special product or event page on your website specifically related to your offer. Never direct people to your homepage and expect them to find the information on your promotion—make it as easy as possible for someone to take action.
A specific page is also important for tracking results to your specific campaign. If you have an online store, you can also use a special coupon code to accomplish the same thing.
3. Plan Your Email Marketing Campaign
Email is an important way to publicize your campaign. It is not enough to send a single email, but you don’t want to spam people either. Create a series of marketing emails that link back to the offer page on your website. A typical sequence of relevant, timely emails will allow you to introduce your offer, remind people of the offer and then give them one last chance to take advantage of your offer.
Keep these emails focused and to the point—remember most emails are read on mobile devices. Save time, by creating and scheduling all your emails at one time. Doing so will allow them to be sent automatically on the dates and times you specify.
4. Promote on Social Media
It’s also a good idea to promote your campaign on social media. Decide on images and messages that relate to your offer. Images get great engagement on social media; just remember to always include a link to the offer page on your website. To save time, plan and schedule your social media posts ahead of time. Ask people to share your posts for even more engagement.
5. Measure Your Results
To determine your campaign’s success, find out what worked and what didn’t work. After reviewing your results, make adjustments to ensure your campaign is even more successful next year.
