19 Essential Small Business Holiday Marketing Tips for 2020

This post was originally published on PixoLabo

This is the first of a three part series to help small business owners make the most out of the 2020 holiday shopping season.

How Will You Attract Holiday Shoppers in 2020?

The days when you could start your holiday marketing in December are long gone. Small businesses are suffering, and consumers are more likely to shop online than in your store. Regardless of what service or merchandise you provide, in 2020, you will have stiff competition. And you can bet your competitors are already plotting their first moves. To help you compete in these difficult times, here are some essential small business holiday marketing tips.

Remember that you do not have to do everything on this list to have a successful holiday marketing campaign. Pick the ones that best fit your business and personality and start there. The idea is to have fun and be yourself, and at the same time, generate more business by reaching out to your consumers.

Small Business Holiday Marketing Tips

Go Ahead. Decorate!

It's Christmas, so dig out the ornaments and spruce up for the holidays. Decorating includes everything from adding a few Christmas related images to your website, a few snowflakes for your email template, and adding a holiday-themed profile image to your social accounts.

Listen to Your Consumer!

Ask your customers what they want. It is that simple! Do they want the latest gadget, or are they more interested in money-saving coupons? Post an online survey on SurveyMonkey or use your business website to survey your customers. Target your marketing campaign and messaging accordingly.

Design an Effective Landing Page!

Your ultimate goal is to encourage a purchase. Make that as easy as possible. Any landing page on your business website needs to focus on that goal. Your landing pages should be direct and straightforward and focus on one product or service. Feel free to ornament, but don't let seasonal decorations detract from the primary purpose. Check out these tips for designing an effective landing page.

Give Your Customers a Sneak Peek!

Promote your holiday specials early, before all your competitors do! Host a preview sale or other special event at your location, or feature a special offer combined with a teaser image or video clip online.

Get Creative!

Be cool, and give your customers a glimpse behind the scenes. Showcase your festive brand, or perhaps your awesome customers. Show how easy and fun it is to prepare for the holidays with you and your team.

Make Them Feel Special!

Offer existing customers exclusive deals. Simple things like “Free Holiday Shipping” or a special coupon, code, or even discount on a future purchase work best. Offering your customers a deal that your competitors don’t will entice consumers to buy from you.

Send Them a Card!

Sending anything by mail may sound strange in the digital age. But sending an actual holiday card can make your business stand out. Thank your customers for their support and loyalty and wish them a happy holiday. Little things can have a significant impact!

Customize Your Email!

Start reflecting on the changing of the season. Including autumn and holiday-themed headers can make a big difference. Visual clues are essential to get your customers in the mood to purchase. Here are some creative ideas to get you started with your holiday email marketing!

Be Social!

Be sure to engage your customers through all of your social media channels. Get consumers excited about your brand. Social contests like ugly holiday sweater or cutest pet costume contests are a great way to engage your audience and collect email subscribers.

Don't Forget Instagram or Pinterest!

Speaking of social media, don’t forget that Pinterest and Instagram effectively drive online sales than other social channels. Create a holiday-themed Pinterest board that promotes your seasonal offerings and products. Be sure to include the URLs for all your holiday campaigns.

Have A Virtual Holiday Party!

Why not invite your customers to a private event for your store. To keep you and your customers safe, think about having a cyber event, such as a Google Hangout or a virtual event on Zoom. Give attendees a special incentive discount only valid for this one event.

Don’t Make Everything Promotional!

Stand out by sometimes NOT posting or sending out sales messages. They bombard everyone in the holiday season. Give your subscribers and customers a break by posting a team picture in Santa hats or your neighborhood decorated for the season instead.

Get Personal!

2020 is the age of personalization. Target your messaging to specific segments of your audience. And make sure to include the recipient's name. "Merry Christmas Jennifer” is so much more heartwarming than “Dear Customer."

Don’t Forget Cyber Monday!

Even if you are a primarily brick-and-mortar business, you still need to cater to your online audience. Not everyone will flock to your store the moment the turkey gets cold. Today's cost-conscious consumer knows the best deals are found the Monday after. Be sure to create an exclusive offer for your online audience.

Celebrate Small Business Saturday!

This Saturday is dedicated to small business owners just like you. Almost every city or small business association has special promotions, including special events and advertising and PR campaigns. Be sure your small business takes full advantage.

Plan for After The Holidays!

Today's savvy consumers may even wait until after the holidays to complete their holiday shopping. Smaller crowds and bigger bargains are usually incentives. Be sure to look beyond the traditional holiday marketing time frame to benefit from the entire season.

Getting Started!

Now you have our favorite small business holiday marketing tips. Use them to plan and implement your own 2020 holiday marketing strategy and campaigns. Your holiday marketing will depend on your particular business, industry, and location, so feel free to adjust as necessary.

Here are a few things that will help you implement our small business holiday marketing tips:

• Take a look at last year. What worked, and what didn’t?
• Ask your team for input. How can they help?
• Consider bringing in outside help if you need it.
• Create as much content as you can ahead of time.
• Determine a budget, and stick to it!
• Be yourself, and have fun!

Here are some tools that will make things easier for you:

• Email Service Providers: MailChimp, Constant Contact
• Social Media Tools: SproutSocial, HootSuite, AddThis, and Agorapulse

Of course, some of you don't have time to even think about any small business holiday marketing tips. Many small business owners are too busy. If that is the case, we recommend hiring an outside agency or professional to give you a hand. Not doing any small business holiday marketing is not an option!

How Are You Doing Small Business Holiday Marketing?

How did our 2020 small business holiday marketing tips work out for you? Did you have a favorite? Which one was most appealing to your target audience? Do you have anything to add to our small business holiday marketing tips? Please leave your comments below so our audience can benefit and grab our feed, so you don't miss our next post! And give your audience an early Christmas present by sharing our small business holiday marketing tips with them!

If you need some more ideas for your holiday or other digital marketing, I am here to help. 

By Gregor Schmidt

Gregor is Co-Founder and CXO of PixoLabo, a multilingual WordPress web design studio based in Japan, and has over 25 years of experience in web, UX and information design. Gregor consults and mentors startups in Asia and the US, and is an adjunct professor of design and user experience, as well as a foreign language editor at the Tohoku University School of Medicine. He lives with his wife, an award-winning Japanese designer, and photographer, in Sendai, Japan. When he is not working, he enjoys writing, traveling, gardening, and sampling new street food. You can connect with Gregor on LinkedIn or Twitter