On Saturday, November 30, millions of consumers will skip the malls and head to main street in support of Small Business Saturday. With $5.5 billion in sales last year, there’s nothing small about it. Small Business Saturday provides business owners with an opportunity to gain greater visibility, attract more customers and rake in the cash. But all of the marketing effort and preparation for one day of strong sales isn’t enough. The one thing you must do on Small Business Saturday is create a way to follow up with visitors and establish life-long relationships.
Let’s take a look at the one thing you must do on Small Business Saturday.
The best way to follow up with visitors to your store is to encourage them to provide their information and obtain permission to market to them. This is referred to as Capturing Leads in the Lifecycle Marketing process, which is a systematic approach to the process of promoting, selling, and distributing your product. Capturing leads provides you with the ability to continue the relationship after Small Business Saturday comes to an end.
Capturing Leads in Your Store
Capturing leads typically involves a combination of creativity, a smart offer, and a mechanism for collecting the information. If you’re a brick-and-mortar business it can be as easy as setting up a table with a fishbowl to collect business cards for a prize. Other examples include:
- Setting out a box for sweepstakes forms
- Placing a kiosk or iPad in the store for newsletter signups
- Using a business card scanning app such as Snap by Infusionsoft when you’re networking
- Providing onsite training and classes that require customers to provide information
- Having your assistant write down the information for everyone who walks into your store on a piece of paper or in a software program
Capturing Leads Online
If you’re an online retailer you’ll want to create content that serves your target market and is search engine friendly. Great content coupled with strong calls to action drive visitors to your site. It’s important to place offers on well-designed landing pages with a method to capture visitor information. You can also:
- Provide a valuable gift or resource with a web form for capturing information
- Use a squeeze page, which is a landing page used to solicit opt-in email addresses
- Use an online form to collect entrant information for a contest or giveaway
- Ask visitors to leave a comment on your blog with a way to contact them
Unfortunately, not all visitors will immediately purchase your product. They may need more time to decide. Luckily, you have their contact information and can follow up with them and continue to stay top-of-mind. Fulfill your promise to keep in touch with frequent and personalized communications. With a solid plan in place to capture leads, you’re well on your way towards success on Small Business Saturday and beyond.
About the Author
As the Thought Leadership Manager at Infusionsoft, Tracie Rollins helps small businesses succeed by educating and sharing innovative approaches to solve small business challenges. Tracie has nearly two decades of experience in training and curriculum design for large corporations, small businesses, and government agencies.
As an entrepreneur, Tracie has appeared on KTVK’s Good Morning Arizona show, and has been featured in the Institute for Industrial Engineering magazine, Woman’s World, Arizona Republic, and multiple local publications. She and her husband, Lonny help small businesses stand out amongst the competition with The Rollins Advantage, LLC.