Are you preparing for Small Business Saturday? We’re excited about this Shop Small® initiative and encourage local businesses to participate in some way — whether it’s by holding an in-store event, running special promotions, partnering with another local business, or just shopping!
So, if you are participating, it’s important to get the word out, right? And what better way to let your potential customers know about your Small Business Saturday involvement than by targeting them on their phones?!
Google recently released some pretty interesting information about how holiday shoppers are using their phones around the holiday season. They found that nearly 80% of holiday shoppers who visited a store looked online before going into a store. And, we know that the majority of searches are conducted on mobile devices. So, it only makes sense that you should ensure your business is visible on mobile devices to capture those consumers when they’re looking to buy.
And, to all you non-retailers, know that Small Business Saturday is for you, too. The holidays are a hot time for healthcare, home services, and more, so don’t miss out on the action!
Geofence Small Business Saturday Shoppers
I’ve talked about my love of geofencing before, but it bears repeating: It’s really cool. With geofencing, you can draw a “fence” around a certain geographic area, and when mobile users enter that “fence,” they’re targeted with an in-app ad for your business.
So, it’s a natural fit for any business around Small Business Saturday (and even Black Friday “ get those shoppers!) because you know people are going to be out-and-about in specific areas. You can target them with an ad for an in-store event or even a promotion that they’ll be able to use throughout the holiday season. It’s an easy way to get in front of consumers when you know they’re already near your business or a competitor’s business.
Embrace Social & Video for Mobile
Did you know that almost 70% of US adults use social media? And guess where they’re predominately accessing their social media accounts? If you guessed mobile devices, you’re right! Almost 80% of social media time is spent on mobile devices
So, you should be reaching and engaging with your potential Small Business Saturday customers on social media. You can do this in a few ways, either by posting organically on sites like Facebook, Twitter, and Instagram. Or by running ads on Facebook and Instagram. By advertising your Small Business Saturday deals, events, or participation, you can reach people outside of your existing community and target them by specific demographics, behaviors, or interests.
YouTube is another place you should look at reaching your potential customers. YouTube is the second largest search engine in the world, behind Google, and people are watching a lot of YouTube videos on their phones. There are also a lot of great targeting options through YouTube, so you can dial in on your most likely consumer.
Make Your Listings Visitor-Friendly
I know that when I shop on Small Business Saturday, I’m using my Maps app the majority of the day. I’m trying to figure out my schedule to hit all the places I want to go, so if a business has incorrect information, it’s going to mess up my whole day.
Listings are a great way for consumers to find information about your business beyond your phone number and address. Many listings also include reviews, relevant links (like to your website), and info about what you offer. Make sure all the information in your listings is up to date and accurate, and make sure to update your hours for the holidays so customers know when they can visit.