Feel like going into business survival mode? Refocus your marketing strategy around your key channels.
Christmas is a hectic time of the year for small businesses and with the added pressure of the pandemic on your plate, it’s hard not to feel stressed and overwhelmed.
Feel like going into business survival mode? Take a deep breath, figure out your most important channel (s) at this time and refocus your marketing strategy on these.
Think about your core customers and where they are. What do they consume?
If your customers are on Instagram make sure to carefully consider the content that you’re posting.
Consumers will be actively looking for Christmas gifts online so remember to tailor your content to suit their needs and make it as convenient as possible.
@labasketry
People are likely to be shopping more mindfully and support smaller businesses this year so highlight what you offer and communicate brilliant gifting solutions.
Whether you’re offering gift bundles, personalisation, gift-wrapping or packaging - be sure to talk about this on Instagram and through your email marketing.
Make it super clear as to how you can provide a convenient online Christmas shopping experience and support your customers.
Think about how your customers are currently feeling and how lockdown is affecting them and tailor your communication and messaging to suit their current needs. How are your brand and product relevant right now?
@ourlovelygoods
@the.completist
It’s a tough time for small businesses so alongside the key gifting messaging it’s also great to show your support for other like-minded indie businesses.
By championing other brands they’ll likely return the favour. A great way to increase your reach and potentially capture new followers.
@moxonlondon
EMAIL MARKETING
@wearetrouva
If email marketing is one of your strongest performing channels then make sure to maximise your efforts on your emails during this season.
Similarly to Instagram be mindful in your messaging and show your customers how you can support them. Communicate your gifting solutions clearly - list exactly what it is that you offer and how you can help your customers with clear call-to-actions.
You can turn your emails into beautifully curated gift guides where you separate your products into the relevant categories - i.e ‘Gifts for him/her’, ‘Gifts for the art lover’, ‘Personalised gifts’ etc.
Do the research for your customers and demonstrate how your product makes a great gift.
ONLINE PR
@theguardian.com/uk
If PR is a key part of your brand strategy it’s important to prioritise your PR now, especially online publications.
With everyone spending more time at home people are likely consuming more online content than ever and will be turning to the online gift guides for gift suggestions.
The press is also showing their support for smaller businesses and if you can be on their radar and in their inboxes now you’ll have a big chance of being featured.
Being featured online will increase your visibility on Google making it easier it is for consumers to find your product. Plus, the feature will last as long as the internet does and drive continuous traffic beyond Christmas while boosting your credibility.
Whichever your key channel is, the key is to bear your customers and their current priorities in mind in whatever you do.
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