Small businesses across the United States are gearing up for the holiday season with renewed focus on digital strategies to boost their sales. The holiday shopping craze, especially with Small Business Saturday right around the corner, encourages shopping at local stores, but how can these businesses effectively engage potential customers?
Recent surveys highlight the growing worries among small business owners about their online presence and marketing strategies. According to findings from Verizon Business, the number of small business owners concerned about their social media effectiveness has jumped from 22% to 33% compared to last year. Concerns about having a strong digital presence have also seen similar increases. This reflects a pressing need for small businesses to implement effective online strategies as they prepare for the busiest shopping season of the year.
Social media has become one of the key battlegrounds for attracting customers. The use of social media storefronts has grown by 8%, with about 84% of small businesses utilizing platforms like Facebook to promote sales and connect with customers. Marketing experts advise using creative online engagement strategies to drive both online traffic and foot traffic to local shops. One innovative idea is for stores to post non-sales content – like sharing local tips or unique stories about their products – to establish genuine connections with their audience.
Oren Inditzky, Vice President of Online Stores at Wix, emphasizes the significance of fostering customer loyalty. During the holiday season, shoppers are more willing to explore new local brands and stores, creating golden opportunities for businesses. Inditzky suggests leveraging welcome emails post-purchase to keep new customers informed about special deals and offers. His data shows these emails boast about a 60% opening rate – proving email marketing isn’t just alive; it remains incredibly effective.
Social engagement is also about more than selling; it’s about building trust and rapport with customers. Inditzky encourages businesses to share content beyond transactional posts. For example, he mentions how sporting goods stores can share tips on the best camping spots nearby. Authentic engagement leads to followers feeling more connected, which likely translates to future purchases.
On another front, Paula Drum, General Manager of Web.com, warns many small businesses are falling short. Over 70% of respondents to their survey indicated they were unprepared for the holiday online hustle. Drum insists businesses must update their online presence since this is often the first place new customers interact with them. “The homepage graphics should reflect the season,” she states. An appealing and timely website can greet visitors with holiday-themed graphics, immediately signaling readiness for festive shopping.
Drum also suggests community engagement through social media. By highlighting local promotions or organized events on Facebook, businesses can draw potential customers and build community spirit during the holiday season. Collaborations with local influencers, such as community leaders, can also amplify their reach.
Events can create buzz, too. Drum mentions organizing trunk shows or customer appreciation days with fun activities to encourage shoppers to visit. Acknowledging their local roots reinforces to customers the importance of supporting local businesses—a sentiment greatly appreciated by many consumers today.
Building community bonds goes beyond standard marketing, and Joep Leussink, Head of Growth at AddEvent, points out the value of sharing personal stories. He encourages business owners to tell their journeys behind why they started their business. “When founders share their struggles and motivations, it fosters empathy,” he explains. Customers become more likely to choose their local shops if they feel connected to the people behind them.
Leussink also highlights the role of technology, urging businesses to utilize tools like the “add to calendar” function to simplify event planning for customers. Such features allow shoppers not only to learn about store events but also to incorporate these reminders easily within their daily schedules, which could lead to increased store visits during the event season.
The overarching message from experts is clear: small businesses have ample tools at their disposal to craft unique shopping experiences, and they must seize these opportunities to attract new customers and retain them. With holiday shopping expected to be brisk, those who pay close attention to digital marketing strategies are likely to see substantial returns.