A Simple Holiday Promotion Plan

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It’s that time of year again. The busiest shopping season of the year — the winter holidays.

Aside from the usual rush around the holidays, there are also a few other big shopping days that kick off the season. These days provide you the perfect opportunity to engage with your clients.

  • Black Friday – November 25th
  • Small Business Saturday – November 26th
  • Cyber Monday – November 28th
  • #GivingTuesday – November 29th

The holidays and the special events above present an enormous opportunity for you to succeed with your own promotions at a time when your customers are primed and ready to buy. Let’s make it your best holiday season yet!

Want to learn more? Then click here to download our free eBook: A Simple Holiday Promotion Plan!

 

Focus on Your Holiday Funnel

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Tips to market your business, get more prospects, “WOW!” your new clients, and retain them for the long-run.

What is the “funnel?”

Simply put, the funnel is a structure—a business tool—that you can use to represent the flow of leads to customers. When you analyze your own funnel, you can prioritize tactics and campaigns to increase the impact of your marketing on your business.

Lead Generation

The top of the funnel is where you seek to create awareness and demand in order to generate leads. These could be leads you develop from your attendance at events like trade shows, presentations (that you deliver), or networking receptions. You can even generate leads from referrals or through optimizing your website to make it easier for leads to find you!

  • Attend a trade show or sponsor an event. Chances are, there are events coming up in your local area that will be an opportunity for you to showcase your business
  • Consider running your own event. Holding an event takes effort, but it’s a great way for you to show your expertise and how you can help clients meet their goals.
  • Make it easy for prospects to find you. Whether someone is searching for your individual business or the answer to a problem that only your business can solve, taking steps to improve your visibility on search engines and social media sites will make it easy for your next great client to find you.
  • Ask for referrals. Word-of-mouth marketing is one of the most powerful sources of new business, so think back to all of the clients you’ve helped. Chances are that they have other small business owners in their networks who might need your marketing services. Don’t be afraid to ask!
  • Write a blog. You may already have an email newsletter, but a blog doesn’t have to add to your marketing to-do list. In fact, a blog can allow you to get more from the work you’re already doing. It can help boost your ranking on search engines, it can give you more opportunities for engagement outside of the inbox, and it can give you a better sense of who is reading your content!

Nurturing Prospects

Prospects started out as leads that you followed up with and qualified to be eligible or interested in your services. They could be meeting with you for a free consultation, or they could be taking advantage of samples of your services, or even content that you’re sharing for free. In this stage of the funnel, you should be focusing on showing your value to them so they want to become a paying client.

Engage your prospects via an automated email nurture flow. When prospects sign up for your mailing list, provide them with helpful and relevant content via an email nurture flow. In fact, you can even automate this process with an Autoresponder series.

 

Preparing Your Marketing for the Holidays

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1. Create a great holiday offer – With so much competition from the “big guys” and other local businesses, coming up with a compelling offer could be the secret this year’s holiday success.
Learn more: How to Create a Small Business Saturday Offer

2. Leverage the channels that matter – The holidays are a busy time for your customers. That’s why it’s important to use the right channels, like email and social media, to get in front of the right people.
Learn more: Email Hacks that Will Help You Make More Money This Holiday Season

3. Get organized – Organize your database before the holiday season arrives. Put your loyal, new, and potential customers into different lists. This will allow you to target each of these audiences with relevant offers during the holidays.
Learn more: 3 Tips to Perfect Your Email Marketing this Holiday Season

4. Plan to stay connected – Encouraging new customers to join your email list will allow you to deliver results beyond the holiday season.
Learn more: How to Be Sure You’re Doing Everything You Can to Build Your Email List

4 Ideas for Your Holiday Marketing Campaign

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Depending on your business, there are a number of different campaigns you could run during the holiday season. The type of campaign you decide to run will depend on the products and services you offer, and the audience you’re trying to reach. You will also need to consider the type of results you’re looking for, and your overall goals for the upcoming season.

To help you get started, we’ve compiled a list of possible holiday marketing campaigns you can try out.

1. Offer a Coupon – the key to a great offer is that it’s compelling enough to get people to act. You can add a coupon to any email and let customers redeem in-store or online.
Learn more: Create the Perfect Offer: 4 Questions You Need to Ask First

2. Plan an Event – Hosting a holiday event is the perfect way to thank customers for their continued support. It’s also a great opportunity to interact with your audience face-to-face.
Learn more: How to Make Sure Your Holiday Marketing Event Doesn’t Fall Flat

3. Run a Contest – Contests are a great way to engage your audience, and can help generate buzz during the holiday season.Come up with aprize that your customers will love, and encourage them to enter by providing their email address.
Learn more: How to Create a Holiday-Themed Facebook Promotion

4. Add value – If running a promotion doesn’t fit your business, you can still do something special for your customers by sending a thank-you email or offering something of value.
Learn more: How to Add Value this Holiday Season without Offering a Discount

How to Build Momentum for the Holiday Season

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Many of your biggest competitors have already started generating buzz for the holidays. While you may not have a million dollar TV budget or a Grammy-worthy holiday jingle to do it, you do have the tools you need to connect with your audience and deliver content and offers that will get them excited to shop small this holiday season.

Here are some actionable tips to help build momentum as you head into the holiday season.

1. Develop a schedule – Map out the weeks leading up to and through the holiday season with specific business goals for each of the big shopping days. The holidays you target may vary based on your business and your audience.
Learn more: How to Create a Social Media Posting Schedule

2. Get creative – Use email to announce your holiday plans, remind people about important dates and deadlines, and thank people for shopping small during the holiday season.
Learn more: 30 Creative Email Ideas for Your Holiday Email Marketing

3. Be a resource; not just a sales pitch – Provide your audience with resources they can actually use this holiday season. It can be something as simple as time-saving tips or last-minute gift ideas.
Learn more: How to Create Share-Worthy Email Content this Holiday Season

4. Don’t do too much, too soon – Don’t overwhelm people with too many promotions early in the season. Instead, target your audience with relevant offers when they’re actually ready to shop.
Learn more: 8 Tips for Getting Your Customers Ready for the Holidays