Okay, this year has gone by WAY too fast.
I can’t believe they’re playing Christmas music in the stores. I haven’t even started my holiday shopping!
But I’m in the minority. According to a recent poll, 64% of U.S. consumers have!
On that note…
Here’s some good news for small business owners:
- Consumers are expected to spend an average of $1,121 each (PwC)
- 58% plan to take advantage of holiday deals to make non-gift purchases at an average of $140 (NRF)
- Only 48% are finished shopping by Cyber Monday on Nov. 26 (NRF)
That means there’s still time to take action to get them to buy from YOU. And I’m not just talking to retailers, either!
Read on for an easy guide for generating more holiday sales for your business!
1: Come up with an offer or special event to get your prospects and customers interested.
Like I said:
You don’t have to be a retail business to capitalize on the holiday shopping frenzy!
Come up with a great offer (here are 128 successful marketing offers from 17 different industries) and find a way to tie it into the season. Some ideas:
Tax preparers: Happy New Year! Start off 2019 with more money in your pocket! ($30 off, 25% off, etc.)
Construction: Why wait for your tax refund? Save $1,500 on new windows now!
HVAC: Our holiday gift to you — $19.95 system checkup and $49.95 electrical safety inspection!
Salons: Look your best for the holidays! Take 30% off any service!
I could go on, but you get it!
2: Promote, promote, promote!
Send your prospects postcards announcing your holiday special, either using a targeted mailing list or a saturation mailing that reaches every household in your area.
To help measure your return on investment, include the words “with this card!” along with your offer so prospects bring it in or mention it if your sales are done over the phone.
Using a call tracking number on your postcard is another excellent way to see how many calls your mailing generates. Plus, you can listen to the calls to see if your sales and reception processes need improvement! (By the way, call tracking numbers come standard with our Everywhere Small Business service!)
You can also send emails to your current customers to let them know about your sale, too — or to make them their own special offer. (A customer-appreciation offer or gift goes a long way toward building loyalty.)
Be sure to promote it with social media, too — though you may have to pony up a little cash to make sure your posts get seen!
3. Optimize your website to convert those prospects into leads and sales.
Three things about this:
Number one: Whatever marketing you send out — whether it’s direct mail or email or flying pigeon — should direct prospects to a dedicated landing page that keeps the conversation going.
It should maintain the look and feel of your marketing piece and include the same language and special offer front-and-center.
Please, please, please:
Do not send them to your home page. Don’t ask prospects to dig around on your website to find the deal they are looking for — because they won’t!
Number two: Make sure your website’s programming is up to snuff.
Your prospects judge you by the quality of your website. It’s a fact.
If you have broken links or pages that are slow to load, what does that say about your business?
Besides, 40% of people will abandon a website that takes more than 3 seconds to load.
Number three: After spending money to get leads to your website, don’t lose them!
Include a lead-capture form on your landing page (you should have one on EVERY page of your website, actually) that your visitors can fill out in exchange for something of value.
For example, it can be:
- The offer you promoted with your postcard
- A subscription to your newsletter
- A report or e-book about your industry
Then, if those visitors don’t convert right away, you can follow up with them until they do!
If you want to talk about how to generate holiday sales for your business, call my marketing consultants at 800-628-1804 — it’s FREE! Or you can email me at Joy.Gendusa@PostcardMania.com.