1) Connect with other business owners to provide a special event, shopping evening or celebration. Think about combining advertising and decorating resources for a group promotion - invite folks to join and find strength in numbers! Working together to create an experience such as a family fun day or activity which would appeal to a broader range of people can pay off big. Brainstorm ways that will include the whole family because when Dad knows he and the kids won't be sitting on a bench outside forever they are far less likely to dread shopping trips.
2) Let's face it; we are not all cut out to excel in every single aspect of our businesses. Some folks don't do well with numbers, others avoid the day-to-day operations and instead see the bigger picture to steer their efforts towards. It's all good and everyone brings something to the table, however, if you aren't good at something, own it - and especially during this time of year. Don't waffle around for three days trying to re-write a store policy when you could delegate that task to someone who would knock it out quickly. Struggling with online social media posts which feel awkward and forced? Look around and see who may excel at coming up with cheery and energetic content and utilize them! There's value in knowing when you can use a little help instead of just insisting you are awesome at EVERYTHING and creating content that doesn't look professional. Ask for assistance when needed and be humble enough to admit you aren't perfect.
3) Your social channels should offer a blend and variety of content which is useful, offers value or assists the reader in some way. During the months of November and December especially, make sure your posts are on point, provide good material and keep them short and sweet. Include a call to action and directive such as "find this item in our online store here (insert link). Post the map for your town's weekend festivities or parades to let customers know where to park, or share tips about holiday wrapping ideas. Get ahead of the game by writing up some material in advance for the days when it's 5:15 pm and you still haven't eaten lunch, or to schedule as a post on your day off. (P.S. An added bonus from creating material ahead of time? Often it will help get you thinking about such topics and communications and the more you can jot down for later, the better off you will be.) Try it today.
4) You gotta stay fascinating and be worth following. Average content is everywhere, but the good stuff that people relate to, things that bring a smile to their face or something that makes them say "I HAVE to share this!" ~ those are marketing goals. This time of year is the PERFECT opportunity to bond, create good vibes and encourage interaction. Share a favorite family recipe with your followers and ask for them to do the same. Ask about favorite traditions or memories or hold a photo contest either in-store or online and invite everyone to participate. Making personal connections is great stuff.
5) Encourage your fans to stay in touch. Wait a minute....you aren't already doing that? Surely you must have some exciting news to share from time to time, such as new merchandise, a bed and breakfast renovation photo, new culinary delights at your amazing restaurant? Posting on social media is great, however much of that content isn't actually seen by people who may love to follow your updates. Compile a list of email addresses (reminding your customers that privacy is important to you and that their information will not be shared or sold), and create a newsletter or email campaign connection through Mailchimp. (P.S. Do NOT share these email address with anyone else and avoid OVERUSING them/bombarding people too much).
6) Participate in the theme of the month. You don't have to turn your shop into a Pilgrim feast or recreate the Mayflower ship, but it's nice to participate in some festive décor and splashes of seasonal color. A harvest arrangement composed of a couple of hay bales, scarecrow and some pumpkins can take you from October all the way through the Thanksgiving weekend - add an adorable chalkboard inviting visitors to snap a selfie and tag your location to bring smiles and giggles No room for the outdoor display? A colorful autumn wreath on a door, a few automatic candles in the windows and a tasteful sign about thankfulness can be just as awesome. Remember to merge into Christmas and winter decorations skillfully, perhaps saving some of the most eye-catching displays until just after Thanksgiving.
7) Tell your customers they are appreciated. One of the things I love most about my area is visiting, spending with and enjoying the independent shops and businesses. At most of them I know the owner or at least some of the long-time employees, and it's a delight to support and connect with the people who live here in my community - at the same time, it's pretty awesome to know they care too. TELL people they matter by writing a message on a chalkboard. Or design a mini card that simply says "We thank you for supporting our business and family", and place them in each bag or give out with orders. Good vibes, good stuff.
8) Make the time to "Acknowledge and Appreciate." Promise yourself you won't become so caught up in what SHOULD get done that you lose sight of the whole holiday spirit. It's totally understandable if something doesn't get done so avoid setting unreasonable goals such as cleaning out the back room or reorganizing the storage closet. Now isn't the best time for big projects so focus on the daily things which need to be accomplished rather than making yourself crazy and grouchy.
Stock up on a dozen grab-n-go meals suitable for microwaving or buy those packages of tuna fish salad on crackers and a carton of granola bars for your most hectic times. (Do not feel guilty about the nutritional content because these options are still better than McDonald's on the go). Put a couple of each snack item in your car for the crazy days when you forget lunch or are stuck in traffic. Make a list of errands you can run in the next week to boost your family or business supplies for the following seven weeks.
Tell your team how much they matter to you. Look your employees in the eye and say "I couldn't have done this without you". Hug a customer who is having a tough time coping with the holidays. Take an afternoon off work to go sing carols with the kids at a nursing home. Deliver cookies or a fruit basket to your local police department or fire station and remind them how much their service means to the community. A funny thing happens when we make an effort to step outside of ourselves, you know? The act of acknowledging others, spreading smiles and celebrating the little things can actually create a warm and fuzzy feeling inside of you that lasts much longer than "just sales". Be kind to yourself and share the love this season.
I hope you are inspired to make the next two months your best ever! A little planning ahead can go a really long way towards retaining sanity and keeping things rolling along smoothly. Sit down tonight and make a list, print out this blog post or download the graphics to tape on your refrigerator. Soak up this special time of the year and don't forget to notice the little things which make each day memorable. Have a great week!
Sincerely,
Andrea Baumann
Growth strategies for small business & nonprofits; community-centered
resource serving the Delmarva Peninsula (DE/MD/VA). Connect with us!
