Small businesses are the backbone of the economy. With nearly 30 million small businesses in the U.S. and National Small Business Week winding down, there are still ways you can push to increase sales. Check out these winning tactics below to maximize your impact for Small Business Week, and beyond.
Make Use of Data Analytics
Having a deep understanding of where and how people are finding your website and business is a great place to start. From an online perspective, leveraging Google Analytics, for instance, can help you see the following:
- How much website traffic you’ve received
- Where this website traffic is coming from: specifically, referral websites like social media, and keywords that led them to your site
- Which regions you are receiving the most traffic from
- Demographic breakdown by age and gender
- Top performing pages on your website, which you can use to further optimize the visitor journey as they convert into a paying customer
Segment and Automate
Put email marketing to use by creating automated workflows that will align with the different lifecycle stages of each subscriber or customer within your sales funnel. This way, you can make sure you are meeting them with the right messaging, as well as offer to drive action.
Automating your email efforts will allow you to focus on the other facets of your business. Look at this as a two-pronged approach: you’re freeing up your time, but also able to nurture new customers into paying customers and push your existing customer base to drive referrals.
Don’t Shy Away from Advertising
It can be easy to spend and overspend on any ad campaign if it is not set up accurately to target the correct audience. Now, with the sophistication of similar audiences and direct targeting, the ability to attract the right customers to your business has never been easier.
Here are a few quick tips to make this happen:
- Make sure you have the right tracking in place so you can understand exactly which ads are driving the best results.
- A/B test where you can, so you know which calls-to-action (CTAs), ads, and messaging are driving people to buy your products or services.
- Target the right keywords and phrases. Take time to research the keywords and phrases that your target audience is using to find businesses similar to yours. Bidding on these will help direct traffic to your website and allow you to convert them into sales.
- Don’t direct ad traffic to just the homepage on your website, but to built-out, targeted landing pages. Doing so will enable you to have a more controlled environment in which you can better understand what’s driving sales and what isn’t.
Diversify Your Content
Get creative! From running a local community scavenger hunt and posting online quizzes to publishing interactive infographics or doing an Instagram takeover with another local business, don’t be afraid to make the week fun for you and your customers.
- Scavenger hunt. Decide what you want to give away as a prize and drop clues around your business location. Each clue should lead to the next, and at the end, the winner should win a prize that’s related to your product or service.
- Online quizzes. Not only are these a great way to generate new leads, but they are also a great way to drive sales. You can run a simple five question quiz and present results that give participants a coupon code to get a discount off of your products or services.
- Interactive Infographics. Think outside of the box when it comes to telling your story. This is a great way to drive foot traffic and online traffic to your business. More specifically, interactive infographics can help engage your audience and play off of email workflows to convert subscribers into paying customers. (Get inspired by 75 interactive infographics here)
- Instagram Takeover. With over 25 million business profiles active on Instagram, you’re surely going to find another local business you can partner up with. In other words, you can each take over each other’s Instagram business profile for the day and tap into broadening your awareness and audience base.
Let’s Wrap Up
Despite Small Business Week coming to an end, you can still leverage the tactics above to increase sales. The key to successfully making these tactics work is that you don’t give up, and continue to test as much as possible. The more data you’re able to collect, the better decisions you’ll be able to make moving forward. More specifically, the importance of knowing exactly where you need to allocate more of your time and money will further drive a higher ROI (return on investment) — helping you maximize profits vs just revenue.