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Many individuals tend to link holiday marketing primarily with businesses in the retail and hospitality sectors. This connection is understandable, as these industries dominate the advertising landscape during the bustling winter holiday season. However, it is important to recognize that the holiday season also offers a valuable opportunity for service-oriented businesses to attract new consumers and capture a share of this festive spending.
If you own a service-based business, you won’t want to miss this insightful blog article from Ameris Bank Equipment Finance. It offers a collection of 8 holiday marketing tips tailored specifically for companies in the service industry.
Align your marketing with seasonal trends.
Customer behaviors for specific services often change during the holiday season, as their needs can differ from those throughout the rest of the year. For instance, service-based businesses across various sectors frequently experience a surge in demand as people prepare for the holidays. This includes businesses that specialize in snow removal, home maintenance (e.g., chimney sweeping, gutter sweeping, landscaping, roof repair), holiday decorating, gift wrapping, event planning, and tax preparation.
If your service-based business experiences an increase in customers during the holidays, you need to tailor your digital marketing efforts (e.g., website updates, social media posts, targeted email campaigns) to align with these seasonal trends. This can maximize your visibility and help attract customers when your services are in the highest demand.
Update your online presence for the holidays.
During the holiday season, residents in your city or town are likely to be searching for the services you provide. Many of these individuals will look for service businesses online. By optimizing your online presence, including your website and social media profiles, you can increase the chances that potential customers will come across your company during their local searches.
Begin by updating your website to reflect your holiday hours and any seasonal sales or promotions. Consider adding a pop-up message or banner that highlights a limited-time offer, such as a 25% discount or a holiday sale. Additionally, give your website’s homepage a festive appearance by incorporating holiday-themed icons and colors.
Once you update your website for the holidays, update your social media profiles as well. This includes refreshing your profile pictures, cover images, and post graphics to align with your holiday branding.
Create your holiday marketing messages.
Your target audience will no doubt be inundated with holiday marketing messages on television and online, so your marketing efforts will need to cut through the clutter to generate a positive return on investment. Some strategies to consider include special discounts on your services and service packages. You can promote your holiday sales, promotions, and other marketing messages on your website and via social media.
Another effective marketing strategy is to organize a holiday-themed contest that engages your audience. You can boost participation by automatically entering every customer who makes a purchase, either in-store or online, into the contest. Offer an enticing prize, such as a free service or a substantial discount on a purchased service.
Lastly, email marketing can be a powerful tool for driving holiday-season sales. Reach out to your existing customers to let them know about your exclusive holiday promotions or seasonal services, which can encourage them to take action.
Communicate your expected turnaround times.
If your business offers essential services that customers frequently need on short notice, such as plumbing repairs, roadside assistance, last-minute childcare, or emergency installations, make it a priority to clearly communicate your expected turnaround times in all your marketing materials.
This transparency helps manage customer expectations during the busy holiday season and underscores your commitment to prompt service.
Collaborate with other local businesses.
Collaborating with non-competing service businesses in your area can help you reach new customers and increase brand awareness. For instance, if you operate a landscaping business, consider contacting a tree-trimming company to discuss creating a joint service package for the holiday season.
When evaluating potential service partners for your business, several key factors should be considered. First, choose a company with industry experience. Second, ensure the company has a good reputation. You can find evidence of this through positive online reviews and customer testimonials.
After meeting with a business owner and agreeing on a joint service package, come up with a marketing strategy that both parties can use. A consistent co-branded marketing message is beneficial.
Additionally, it is vital to ensure that both companies are fully equipped to meet customer demands. This involves aligning operational processes, training employees on the joint service offerings, and establishing clear communication channels between the two businesses.
Offer a discount on service packages.
If your company regularly provides services, such as house cleaning, landscaping, or mobile car washing, consider offering a holiday discount package. For instance, offer a deal such as 25% off when customers purchase four sessions up front, or a promotion where they can buy three sessions and receive the fourth one free.
This approach provides your customers with savings and also encourages them to commit to a longer-term relationship with your services. And when your customers are happy, they are more likely to share positive experiences with others and online. This can help you attract new customers.
Offer holiday gift certificate bonuses.
There’s nothing quite like the joy of saving money, especially during the holiday season. Imagine delighting your customers by offering a holiday gift certificate that comes with an enticing bonus. For instance, consider offering a $50 gift certificate with a $10 bonus. This means your customers are receiving $60 worth of services for $50. It’s a great way to add extra value and make their gift even more special.
Create winter “to-do” posts.
The winter months bring unique challenges due to inclement weather, requiring people to complete various tasks. You can guide people in your community in the right direction by creating winter “to-do” posts and publishing them to your website’s blog, with links to the posts on social media.
For instance, an auto repair shop might publish a guide on how to properly check tire pressure and fluid levels to help prevent breakdowns during icy conditions. Similarly, an HVAC business could develop an article highlighting the need to change furnace filters and maintain clean fireplaces, explaining how these actions can improve air quality and efficiency during the cold months.
These informative articles educate readers and can help drive business from those seeking reliable services from an area expert.
The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual.