Small Business Saturday

by | Oct 26, 2019

Small Business Saturday is November 30th and it’s about that time where everyone is looking for the best ideas for what to do to promote their business. I’ll give you two:
 
 
Think of the #1 question people ask about your product or service. If you can’t think of anything visit Answer The Public and see what questions people are most commonly searching the web for answers to. Then hold a free class or learning session teaching people about it.
 
So if you’re a jeweler, you could do a showcase explaining the different diamond cuts.
If you’re a plumber, show people how to do basic toilet repairs.
If you make any sort of food, hold a cooking class.
If you’re a roofer, show people how to identify the source of roof leaks.
If you’re a swimming pool company, show people how to clean their pool filters.
If you’re in marketing, show business owners how to make a Google My Business page.
 
It will give people an opportunity to showcase your expertise and your personality. Once they see how good you are at it, most will just hire you rather than try to do it themselves.
 
If you want to take it up another notch, collaborate with nearby or related businesses to get them to do their own and build some buzz together. Schedule them at different times so customers can visit each business during the day.
 
Make sure to create a Facebook Event around the day, and put some money into it via Facebook Ads. Tag the other businesses and make sure everyone is sharing to get all the RSVPs on one Event page to maximize the Reach. Piggybacking off each other’s audiences allows you all to cross promote, reach people in your community you may not have reached yet, and grow more efficiently.
 
Now having said all that, here’s the second tip: doing one unique thing on a holiday made up by a credit card company isn’t going to do anything for you long term.
 
It’s like Christmas or Thanksgiving where we’re supposed to be nice to people for a day before going back to honking at each other in traffic. You need to be doing things like this year ’round and developing marketing habits to get your flywheel turning. Your promotions and events should be repeatable.
 
So plan another class next month to promote at this class and give your customers an excuse to “Shop Small” every month.

The Customer Buying Journey

I’ll say this directly to clients: it doesn’t matter how amazing our creative is. No one is going to be scrolling Instagram, see your ad and go “holy shit I need to buy this thing right now” and just stop everything else they had going on to hand you all their money for the thing you sell.

read more

Remove The Cover

My wife and I bought our first house and within the first week figured out all three exhaust fans in our bathrooms were really loud and really broken. I, not being the handiest, avoided dealing with it and left it on my honey do list for about a year and a half.  ...

read more

Tools Vs. Strategies

Too often we confuse Tools with Strategies. A good Strategy delivers the right information to customers to help them make the best buying decision for them. Tools are what you use to execute the Strategy.

read more

Generalists vs. Specialists

Generalists thrive in change. Their variety of skills make them extremely adaptable to environments where what we value is fluid. Which in case you haven’t noticed is the environment we live in.

read more