The Holiday Harvest: 3 Crucial Marketing Tips for Small Businesses
The holidays are upon us and with them, the biggest shopping season of the year. In fact, this year Experian predicts that holiday sales will increase by 11%. While holiday sales impact the whole of the economy, they are especially critical for small businesses. Holiday sales can account for between 20% and 40% of a small business’s yearly earnings. This means that small businesses need to use all the tools at their disposal to maximize their earnings.
Fortunately, there are many emerging trends that can help small business target their marketing this season. Here are 3 crucial marketing tips for small businesses.
Staying Online
Online shopping lets shoppers search for and purchase gifts without ever having to leave the house. So it’s no surprise that online sales are projected to grow in the 2013 holiday season. Trend monitoring firm eMarketer reports an expected 15.1% growth to $61.8 billion, up from $53.7 billion last holiday season.
There’s also some good news for small businesses: global online sales for small and medium sized businesses are expected to grow by a full 20 percent. However, that doesn’t mean that merely having an online presence is enough to draw holiday shoppers to your website. In one survey, half of the respondents admitted that they only look at the first 2 pages of search results.
So, an effective Search Engine Optimization (SEO) strategy should be a part of your holiday marketing initiative. Small businesses can invest in a partnership with a marketing firm, or take advantage of the many free tools available online. Search Engine Watch has a comprehensive list of free tools to improve and optimize your site.
Consider this as well: free shipping. Lack of free shipping was cited frequently among shoppers as a reason they would choose to shop elsewhere, and a UPS study found that 68% of shoppers have recommended a store specifically because it offers free shipping.
Going Mobile
Mobile devices are more popular and more sophisticated than ever. Many people use their devices for a range of activities: sending emails, surfing the Internet, locating destinations, and most pertinently, shopping. EMarketer predicts that 16% of ecommerce sales will be made via mobile this year, and mobile sales are expected to rise to $41.68 billion.
For small businesses, this means adapting marketing strategies to the mobile customer. You should optimize your website for mobile and tablet viewing, either by revamping your existing site or offering a mobile app. Eight in 10 smartphone users use their devices to shop for products – but they’ll be less likely to shop on your site if it is hard to load or navigate on mobile.
Additionally, more than half of mobile customers would like to receive exclusive offers on their phones when they visit a store. Phones with GPS capabilities track their users’ locations, so discounts can be sent when they are in-store. Build customer loyalty and increase the likelihood that they’ll recommend your store to a friend.
Getting Social
Research suggests that customers have made social media an integral part of their holiday shopping. Many customers follow their favorite stores on social media and will use these sites to search for products. In fact, Crowdtap found that 65% of holiday shoppers use social media for gift ideas, and 55% of Twitter users discuss their gift search on the site.
Fortunately, social media is one area where small businesses have an advantage over their larger counterparts. Customers who may be uncomfortable interacting with large corporations online are more likely to engage with smaller, local businesses. So take advantage of this customer activity by building up your social media presence.
First you should figure out which social media sites your targeted demographic frequents, so that you don’t stretch your marketing time and budget across too many sites. Then, draw attention to your business with seasonal discounts and contests. And as the holidays draw closer, remind your customers of all your great, gift-able products.
This season can be a stressful time, for both consumers and the companies trying to attract their business. But with smart marketing, your small business can make the most out of the holidays.
Category: Customer Engagement
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