On Saturday, November 26, 2011, American Express is encouraging consumers to "shop small." Small Business Saturday is less about competing with Black Friday and more about showing your customers that the big stores cannot compete with the personal touch of a small business. We at Social Sonar have long believed that owning your own business -- the American Dream -- is one of the keys to healing our economy.
only a week to go before Thanksgiving and the kick-off to the Christmas
shopping season, start making your social media marketing plan now. If
you have specials to run that weekend, make sure you advertise using
your newsletter, blog, Facebook page and Twitter page. Although it is
nice to use Facebook and Twitter to connect with your customers, often
the direct contact of a newsletter can have a larger impact. Make sure
your subject line is catchy and clearly states that discounts will be
given. This will ensure people understand that THIS E-MAIL NEEDS TO BE
you have customers in the store, let them know you are on Facebook and
Twitter. I have heard a great suggestion that you get a rubber stamp
and actually stamp their receipt so that it stands out. This will encourage them to look you up when they get home.
You can have a newsletter sign-up list at the counter for e-mail
addresses. Even better, have an iPad on the counter to allow people to check in on Facebook, "like" your store and sign up for your mailing list. Also, make sure your website is prominently displayed
in your store and on any receipts or fliers you might hand out. Then
you can link Facebook, Twitter or any other social media sites
directly. You can also have your newsletter sign-up, which should
automatically add addresses to your database. If you place these social
media plug-ins in a place easily seen on your website, this will help
people find the correct store.
After the holidays are over, you can then head back to your social media sites to continue connecting with your customers. If your customers "like" your Facebook fan page, it will show up on their pages and perhaps their friends will follow suit. This kind of new-world word-of-mouth marketing is one of the best free tools a business can use on Facebook to connect with new customers. Your conversations with customers there should be less about selling and more about creating a relationship. You can post discounts, ask trivia questions or run contests. Post photos. Give stress-free holiday shopping advice. I visited one jewelry store that took photos of you with your new purchase on the spot and posted it to their Facebook site. It definitely encouraged customers to "like" their fan page, then tag themselves in the photo.
Business owners and consumers alike are looking forward to a prosperous 2012. We can help you start the year off right by ending your year with a bang. It's not too late to get your social media plan together.