Black Friday is one of the busiest shopping days of the year. In the minds of many consumers, it marks the official start of the holiday shopping season. The comical and somewhat disturbing consumer frenzy often grabs the headlines, and this year will be no different. However, once the chaos subsides, there are two more big days of shopping to follow.
Small business Saturday comes after Black Friday. In recent years, this annual offering to support small businesses across the country has never been so small. More than 50% of Americans spent money at local fairs, boutiques, and other stores in 2020, and purchases totaled $19.8 billion. That’s a record for Small Business on Saturday, but the shopping spree doesn’t end there.
The weekend ends with Cyber Monday, which became the biggest online shopping day in history in 2020. This gave small businesses and big retailers something to celebrate in the midst of the COVID-19 pandemic. It set the tone for a holiday shopping season that saw a 32.2% increase in online spending when all was said and done.
The best time of the year
It’s hard to overstate what the holidays mean to many businesses. This period can represent up to 25% of brands’ annual revenue, provide opportunities to gain traction in the future with customers and earn lasting loyalty.
With this in mind, it’s important for business leaders to have a plan heading into November. We hope you have already started to develop your own. But if you need some inspiration, consider these three tips for getting more business at the end of the year.
1. Incorporate audio and video into your engagement strategy.
Modern consumers crave originality from brands, and videos fulfill this craving like no other content. They are pleasing to consumers’ eyes And ears. Video has become one of the most effective mediums for increasing customer interaction, especially on social platforms. In fact, data from HubSpot reveals that four of the top six channels consumers use to watch videos are social.
Unfortunately, not all companies benefit from this. Many marketers assume that creating effective videos requires a lot of time and money. this is not true. Many modern phones shoot 4K video, and there are plenty of affordable tools that can improve the quality of your content.
David Ciccarelli, founder and CEO of Voices, recommends investing in a decent microphone. He says, “Even options under $50 can make a huge impact, and your entire audience will be able to hear the difference. If you’re creating ads or producing creative content, you can also purchase pre-recorded sound effects or music.” Instantly enhance the sound quality of your videos. This will sound better than the ambient noise you record while shooting.”
2. Amplify social engagement with paid media.
In recent years, social media has played a major role in driving traffic to stores on Black Friday and other major shopping days. However, the algorithms that affect visibility on platforms are constantly changing. It is difficult to distinguish organic content alone.
This is where paid social advertising comes into play. Blogger and national speaker Tim Asimos believes that paid advertising is now essential to reach audiences on Facebook, Instagram and other popular social channels. “Paid social media allows you to display ads on social platforms or promote your social content so that it reaches more people, targeting the demographics you want to reach,” Asimos says.
All major social platforms offer features that make it easy to show your ads to additional audiences. Boost Facebook posts allow you to promote content to target audiences that you can choose based on a wide range of criteria, including interests, location, age, and behavior. This pay-per-click option can help you maximize your reach without blowing up your marketing budget. You can also push boosted posts to Instagram.
Facebook can be particularly useful in collecting first-party customer data to inform future advertising efforts. Use lead form ads to collect the email addresses of potential customers. Next, add them to your email marketing list so you can share your promotions and exclusive promotions with new audiences.
3. Ask for referrals.
Word of mouth marketing – in the form of endorsement from someone who has already made a purchase from you – is still the best way to secure quality leads. Author, speaker and executive coach Nick Leighton advises brands not to underestimate the impact these endorsements have on business.
“Customer referrals can make a huge difference in your ROI and bottom line,” he says. “Referrals from customers tend to be more loyal and more likely to refer other customers themselves if they also had a great experience.”
There are a number of ways to attract referrals. To get started, you can monitor your social platforms and search for people who participate regularly. Positive comments, likes, shares, and other interactions indicate happy customers who actually want to promote your brand publicly. Connect with these individuals with direct messages thanking them for their loyalty and encouraging them to refer your products to others – through a referral link or an exclusive promotion as an incentive.
You can also identify potential brand ambassadors through customer satisfaction surveys or personal emails asking for quick feedback. Even better, you can send personalized messages to customers who have recently made a purchase to show your gratitude and set yourself apart from competitors. Finally, by including a prominent referral button in your email communication, you can make it easier for happy customers to spread the word about your brand.
One of the most anticipated holiday shopping seasons is approaching. With the COVID-19 pandemic finally showing signs of dissipating, it’s clear that consumers are ready. Follow the tips above, and you will be.