Many small business owners rely on the holiday season to forge a deeper connection with their customers and make a hefty portion of their annual revenue. But now, so many businesses are fighting for consumer attention.
So, how do you stand out from the crowd without spending a fortune on marketing?
Two words: cross-promotion.
Cross-promotion is a broad marketing tactic that allows you to expand your brand’s reach. Whether it’s promoting yourself on a new platform or through collaboration with a relevant, non-competing business, it’s exceptionally cost-effective. Most of the time, it’s even free! And, it allows you to grow your customer base and increase your credibility without having to pour a ton of time and money into other avenues.
Let’s help you get the most out of your holiday marketing plan. We’ve put together a list of four cross-promotion tactics for you to try:
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Tailor Your Messaging Across Social Media
Unlike cross-posting (the act of posting the same exact message across multiple social media channels), cross-promotion involves tailoring your message so it’s appropriate to the medium you’re utilizing. Let’s say you have customers that only purchase from you during the holidays. You might consider targeting them through a custom Facebook ad campaign. The campaign could thank them for their past purchase. Then, let them know that you’re hosting a Black Friday or Cyber Monday deal on Instagram where they can find more great savings.
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Host a Co-Branded Giveaway Online
Join forces with other like-minded brands or local businesses. It’s a great way to extend your reach to current and new demographics. Co-branded Instagram giveaways are a common social media marketing tactic, where a joint “prize bundle” is offered between two or more brands. If you have a small following on Instagram, partner with another non-competitive brand with a large following. That’s a surefire way to get more eyes on your offerings during the holiday season.
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Capitalize on Email Marketing
Email is another effective tool that has a great return on investment. Hopefully, you’ve run social media lead generation ads in the past, and obtained email addresses from that campaign. Follow up with those leads by sending a dedicated email blast about your holiday promotion. If you’re new to email marketing and don’t have a substantial mailing list to work with, we have a solution. Reach out to local businesses who are not your direct competitors and ask if they will bundle an offer with you and email it to their list.
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Lean on Your Current Customer Base
Referral programs are an excellent way to identify brand advocates, incentivize happy customers, and drive repeat business. If you already have an ongoing, evergreen referral program in place on one social channel, try hosting a campaign that combines seasonality with it on another platform. For example, if you already give customers a $5 gift card for every referral throughout the year, offer an even bigger prize. The person who refers the most people during the holiday promotion period could win something bigger, such as a $300 credit to your store or a month of free yoga at your studio. Revise the copy and image to fit the social channel’s audience. Use different calls to action and maybe even add an emoji or two.
| Ready to take your holiday promotion plan to the next level? We specialize in developing impactful social media marketing strategies and high-performing content for small businesses like yours. Contact us today to learn more about how we can work together. |
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