To paraphrase a famous author, the holiday season can be the best of times, or the worst of times for entrepreneurs. For millions of businesses, the upcoming holidays represent the biggest and best opportunities to grow their companies; launching new products, opening new locations and finding new customers are in many plans for the final three months of the year.
Unfortunately, 20th century marketing tactics for finding new customers are also in the plans for some of these companies. What they may not realize is that what worked in the past may not generate the same results in 2016. The customer landscape has changed dramatically. In order to connect with prospects today, business owners need to think like today's consumers. Here are three strategies that can help you find new customers for the holiday season.
1. Learn to hit a moving target.
If your business wants to connect with existing customers and prospects, consider adding mobile marketing to your overall strategy. Mobile searches can trigger follow up actions, such as a call, visit or share. In addition, consumers are reading emails on their phones so you may want to make sure that your message is mobile friendly when you create emails and/or ads. Few things are more frustrating to consumers than marketing messages and websites that don’t display well on their smartphones.
You may want to find the best local search terms for your business and use them in the content you create for your website and social media messaging. Also consider providing a simple call to action, for example, a 15 percent discount to mobile users who visit your store or buy something from your website.
2. Build your social media presence.
Consumers are using social media to gather more information on the products and services they plan to purchase. They are also posting pictures, reviewing retail establishments and connecting with like-minded people to discuss their interests. Is your business part of these discussions? Have you successfully built a social media account on the most relevant platform (e.g. Twitter, Facebook, Instagram and LinkedIn) to connect with customers and prospects?
Staying on social media's sidelines is no longer an option for most businesses; it's not too late to start building your presence in time for the holiday season.
3. Drop the megaphone.
Social media can be beneficial when it is used properly. If all you do is talk about your products or services, it can be easier for people to tune you out.
Remember: Social media is a dialogue, not a monologue. Consider taking the time to learn how to build relationships, provide insights and support the efforts of your customers and prospects using social media. Answer their questions, ask questions of your own and be sincere in your approach to the conversations. This can be a winning formula to building solid relationships for the upcoming holidays.
One factor in a business's potential success this holiday season may be their ability to connect with customers and prospects on various platforms. Consider asking your customers how they would like to receive information from you for the upcoming holiday season. Based on their answers, you can then make sure you have the tools and other resources to deliver content to your customers and prospects on the platforms they mentioned. Done correctly, the 2016 holiday season can be the best of times for you and your business.
For more tips on finding new customers, download our exclusive guide from Guy Kawasaki, The Art of Getting Customers.
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