Detroit City Wire

A recent survey conducted by Verizon Business reveals a growing concern among small business owners about their digital engagement and social media strategies as the holiday season approaches. The survey indicates that 33% of small business owners are worried about having effective social media and marketing strategies, an increase from 22% last year. This rise in concern reflects the importance of a strong digital presence for attracting customers in 2024.

Marketing experts emphasize the significance of integrating online and in-store strategies, especially for Small Business Saturday. CO— consulted with three marketing experts who offered insights on preparing small businesses for the holiday season.

Oren Inditzky, Vice President of Online Stores at Wix, highlights the opportunity to attract new customers during the holidays and convert them into repeat buyers. "The holiday season is usually a time when you’re willing to step out of your general routines," he said. Inditzky advises sending welcome emails to new customers post-purchase, noting a 60% opening rate for such communications.

Inditzky also stresses regular engagement on social media beyond mere transactions. He suggests sharing content related to community interests to build trust and encourage repeat sales. "Get them to follow you beyond the transaction," he said.

Paula Drum, General Manager at Web.com, points out that many businesses are not adequately preparing their online presence for the holidays. She recommends updating homepage graphics and localizing social media campaigns to draw customers into physical stores. Drum also suggests using local influencers and hosting in-store events like trunk shows or customer appreciation days.

Joep Leussink, Head of Growth at AddEvent, discusses how small businesses can stand out by telling personal stories through social media. "People will say, ‘I want to support the local business because now I know the person behind the shop,’" he explained. Leussink encourages collaboration with other local businesses for joint promotional campaigns and utilizing calendar alerts for store events.

These expert insights underscore the need for small businesses to enhance their digital strategies during this crucial sales period.