the small business saturday strategy

Over the past 10 years, Small Business Saturday generated more than $120 billion worth of activity for small businesses. They did 2 things that each and every one of us can do in our own business. Continue reading and we'll let you in on the secret.

Lessons from Small Business Saturday

Small Business Saturday started as a campaign launched by American Express on Nov. 27, 2010. The campaign was created to help small businesses gain exposure and to inspire consumers to shop within their own communities during the holiday season.

​If you've been participating in the Be Well Business Bootcamps, you already know that creating compelling content helps you "gain exposure" and "inspire customers" to action. That strategy has helped American Express generate billions of dollars in economic activity. It can help you do the same and here's how.

1. Use Video, Video and More Video!

As a way to further engage customers during the holidays, video has become key to integrating into businesses of all sizes' marketing strategies. In fact, video is a strong influence for people while shopping, with almost a third saying it's how they select small businesses to shop or do business with.

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2. ​Be Relatable

Authentic representation is key, including how people's different cultures and lifestyles are depicted within your marketing. Having insight into the customers you're trying to reach and using visuals which appeal specifically to that audience can make all the difference. People now expect more accurate representation of themselves and the world they see around them from the companies and businesses they interact with. 

3. Embrace Technology and Connection

The use of technology in our everyday lives has only accelerated due to the pandemic, especially when it comes to online shopping. iStock's Visual GPS research says that 60% of people feel empowered by all the technology available to them, with over half (63%) saying they use mobile phones more now as a way to transact and pay for things than ever before. This is an opportunity for local and small businesses take a hybrid approach to how they connect and engage customers now and into 2022.

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