7 Easy Marketing Preparations for Small Business Saturday
Small Business Saturday is an annual shopping holiday that takes place on the Saturday after Thanksgiving in the United States. In 2023 the date for Small Business Saturday is November 25th. It’s a day dedicated to supporting and celebrating small businesses in local communities. For small business owners, it presents a significant opportunity to boost sales and connect with their customers. To make the most of this day, effective marketing preparations are essential. In this article, we’ll discuss seven easy marketing preparations that small businesses can undertake to ensure a successful Small Business Saturday.
1. Create a Marketing Plan
A well-thought-out marketing plan is the foundation of any successful Small Business Saturday campaign. Start by defining your goals for the event. Do you want to increase foot traffic to your physical store or drive more online sales? Are you aiming to attract new customers or reward loyal ones? Once you have clear objectives, outline the strategies and tactics you’ll use to achieve them.
Consider the following components for your marketing plan:
- Promotion Channels: Determine which marketing channels you’ll leverage, such as social media, email marketing, and local advertising.
- Budget: Set a budget for your Small Business Saturday marketing efforts, including expenses for advertising, promotions, and special discounts.
- Schedule: Create a timeline that outlines when you’ll start promoting the event, run special promotions, and follow up with customers after Small Business Saturday.
- Content: Plan the content you’ll use for your marketing materials, including social media posts, email campaigns, and promotional flyers.
2. Optimize Your Online Presence
In today’s digital age, having a strong online presence is crucial for small businesses. Ensure that your website is up to date, mobile-friendly, and easy to navigate. Make sure your online store is ready to handle increased traffic and orders if applicable. Optimize your website for search engines (SEO) to increase your visibility on search results pages. This will help potential customers find you when they’re searching for products or services like yours. Additionally, update your Google My Business profile with accurate information about your Small Business Saturday promotions and operating hours. Many shoppers turn to Google to find local businesses, so having an optimized Google listing is essential.
3. Plan Special Promotions
Offering special promotions and discounts is a tried-and-true way to attract customers on Small Business Saturday. Plan your promotions carefully, taking into account your target audience and profit margins. Some effective promotion ideas include:
- Discounts: Offer discounts on selected products or services to entice customers to make a purchase.
- Bundle Deals: Create bundles of related products or services at a discounted price.
- Loyalty Rewards: Reward loyal customers with exclusive discounts or freebies.
- Limited-Time Offers: Create a sense of urgency by promoting time-limited deals that are only available on Small Business Saturday.
4. Harness the Power of Social Media
Social media is a cost-effective and powerful tool for promoting your Small Business Saturday campaign. Start by creating engaging content that highlights your special promotions, products, and services. Use eye-catching graphics and compelling copy to capture your audience’s attention. Consider running paid advertising campaigns on platforms like Facebook and Instagram to reach a wider audience. Target your ads based on demographics, interests, and location to ensure they reach potential customers in your area. Engage with your audience by responding to comments and messages promptly. Encourage your followers to share your posts and use relevant hashtags to increase the visibility of your Small Business Saturday campaign.
5. Email Marketing
Email marketing is an effective way to reach your existing customer base and keep them informed about your Small Business Saturday promotions. Create engaging email campaigns that highlight your special offers and encourage recipients to shop at your store or website. Personalize your emails whenever possible to make customers feel valued.
Segment your email list to send targeted messages to different customer groups. For example, you can send exclusive offers to loyal customers and share general promotions with your entire list. Don’t forget to send a reminder email a few days before Small Business Saturday to ensure your customers are aware of your upcoming deals.
6. Collaborate with Other Small Businesses
Collaboration can be a powerful marketing strategy for Small Business Saturday. Partner with other local businesses to cross-promote each other’s products and services. For example, if you own a bakery, you could collaborate with a nearby coffee shop for a joint promotion, where customers who purchase from both businesses receive a discount. Collaborations not only increase your exposure to a broader audience but also foster a sense of community and support among local businesses. Consider hosting joint events or giveaways to generate excitement and engagement around Small Business Saturday.
7. Plan for Customer Follow-Up
Your Small Business Saturday efforts shouldn’t end when the day is over. Plan for customer follow-up to maintain the momentum and build long-term relationships. Send thank-you emails to your customers and express your gratitude for their support. Include a call to action that encourages them to stay engaged with your business, such as subscribing to your newsletter or following you on social media. Consider offering post-Small Business Saturday promotions to incentivize repeat business. For example, you could offer a discount to customers who return to your store within a certain time frame. Gather feedback from customers to learn about their experiences and identify areas for improvement.
Small Business Saturday is an excellent opportunity for small businesses to boost sales, attract new customers, and strengthen their relationship with existing ones. By implementing these seven easy marketing preparations, you can make the most of this special day. Create a marketing plan, optimize your online presence, plan special promotions, harness the power of social media and email marketing, collaborate with other small businesses, and plan for customer follow-up. With careful preparation and execution, your Small Business Saturday campaign can be a resounding success, leaving a lasting positive impact on your business.
The National Business Association has authored and curated resources on various topics and in multiple formats that will help you achieve your goals. Whether you are considering starting your first business or if you are a seasoned entrepreneur, there is something in this Resource section of the NBA website that will be helpful. We hope you find this article useful.
Providing relevant resources in an easy to navigate format is one of the many ways that the NBA accomplishes its mission of helping small businesses succeed. It fulfills our vision of being an indispensable resource for the self-employed, small business owners, and entrepreneurs. If you are interested in a deeper relationship with the NBA, sign up for our free email newsletter or learn about becoming a member by clicking on the “Join the NBA” tab.