Small Business Saturday is an American shopping holiday that celebrates small businesses and it happens every year on the last Saturday of November. Founded in 2010 by American Express, Small Business Saturday is a great way to promote your small business because unlike other popular shopping days like Black Friday and Cyber Monday, you don’t have to compete with the big guys.
So, it’s important that you take advantage of Small Business Saturday this year if you want to attract more shoppers to your business and generate more sales. But, how can you stand out on Small Business Saturday and grab the attention of shoppers?
Check out these 5 ideas for a successful Small Business Saturday.
1. Put up signage
If you want to have a successful Small Business Saturday this year, first you need to remind your customers of the shopping holiday. So, be sure to put up signage in your small business weeks before the big day to inform shoppers and get them excited about the event.
If your business doesn’t have a physical location, you can “put up signage” on your website. Make sure to display your Small Business Saturday promotions prominently on your homepage and consider creating a dedicated landing page for Small Business Saturday deals.
2. Create an email marketing campaign
Email is one of the best ways to stay in touch with your customers—and it’s one of the best ways to promote your Small Business Saturday deals too. With email marketing, you can send your subscribers an invitation to your Small Business Saturday event straight to their inboxes. In the email, tell customers how much they can expect to save, and use words that create urgency like “don’t wait,” “one day only” and “don’t miss it.”
3. Use social media and relevant hashtags
Your audience is on social media. In fact, according to Oberlo, 90.4 percent of Millenials, 77.5 percent of Generation X and 48.2 percent of Baby Boomers are active social media users. So, if you want to have a successful Small Business Saturday you need to be on social media too.
Start creating and sharing Small Business Saturday posts on social media platforms like Facebook, Twitter and Instagram. To widen your reach, be sure to use relevant hashtags like #SmallBusinessSaturday, #SmallBizSat, #ShopSmall and #ShopLocal.
4. Run a giveaway
A great way to get shoppers excited about Small Business Saturday is by running a giveaway. Everyone loves winning a prize or getting a free gift so running a giveaway will give shoppers a little extra incentive to shop at your business on the last Saturday of November.
Your business could hold an online giveaway where users have to share your post in order to enter. This will help get the word out about your Small Business Saturday promotions faster. You could also run a simple raffle at your business or give away a free gift to the first 25 people that make a purchase. A giveaway is a great way to stir up excitement and turn casual shoppers into lifelong fans of your business.
5. Share the story of your business
Lastly, because Small Business Saturday is all about supporting local, small businesses, you should share your story. Sharing the story of your business will help you make connections and build meaningful relationships with your customers.
So, let your customers know how you started your business and why you started it. You can share your story via signage, social media posts, in your email newsletter and so on. Sharing your story will help your customers get to know the person behind the company and show them why they should support your business.
Make Small Business Saturday your own
Get ready to have the most successful Small Business Saturday yet. With these tips, you can attract plenty of people that are interested in shopping at and supporting small businesses like yours.
The Covid-19 pandemic has dealt Black-owned businesses a tough hand. Stifled by stay-at-home orders, on-again off-again store closures and stricter limits occupancy limits, many businesses are struggling to outlast the seemingly unending virus outbreak.
Although they’ve rebounded slightly in recent months, Black-owned stores have experienced the greatest decline this year, plummeting from 1.1 million businesses in February to 640,000 in April—a 41% drop.
But spurred by a national movement to support Black businesses, which kicked off this summer, a new number of corporations are taking small steps to put the Black in Black Friday.
Black Friday online sales pulled in a record $7.4 billion in 2019— the second largest online shopping day ever and a 19.6% increase over the previous year—while the holiday season overall generated more than $72 billion in online sales, according to Adobe Analytics. Online sales for this Black Friday are projected to generate $10.3 billion.
The surge in digital spending over the holiday season and the heightened visibility that’s been awarded to small businesses through corporate sponsorships could have a considerable impact on Black businesses in particular, sustaining them through the a few more months of the pandemic.
Facebook, for one, launched its #BuyBlackFriday initiative and a corresponding toolkit and gift guide in October as part of a broader three-month campaign to buttress small businesses during the holiday season.
The gift guide features products from Black-owned businesses and was curated alongside the U.S. Black Chambers and several corporate partners.
“Black-owned businesses have been hit especially hard by the pandemic, closing at twice the rate of other small businesses,” Facebook COO Sheryl Sandberg wrote in a blog post announcing the initiative. She added, “But we know that millions of people want to help.”
The campaign runs through Black Friday on November 27, a symbolic starting gun for the holiday shopping season.
More recently, Google partnered with Grammy-winning musician Wyclef Jean and the U.S. Black Chambers to promote its #BlackOwnedFriday campaign, an effort to make November 27 “Black-owned Friday” and galvanize shoppers to buy Black beyond the Thanksgiving weekend.
The tech giant has also showcased Black-owed businesses on its social platforms since mid-October and now allows users to find nearby stores that identify as Black-owned through its search engine.
“I’ve seen firsthand the strain and struggle that Black-owned businesses face,” Jean said in a statement. “For many of them, this holiday season will be critical to their survival.”
TikTok, the latest viral social media platform, threw its weight behind Black-owned businesses months after facing censorship allegations from Black creatives in June. Earlier this month, the video sharing platform, which has about 200 million monthly active users in the U.S., launched Support Black Businesses, a digital hub to amplify Black entrepreneurs.
TikTok also announced #ShopBlack, an in-app campaign that allows users to create videos spotlighting their favorite Black-owned businesses or to share their experience as a Black entrepreneur.
As small businesses reel from the pandemic’s economic disruption, many big retailers have had breakaway growth. Amazon’s profits and sales exceeded analysts’ expectations, reporting a 37% sales growth and tripling its third-quarter profits as more shoppers turn to the e-commerce giant during the pandemic.
But celebrities and influencers alike have started to leverage Amazon’s omnipresence to highlight Black sellers on the platform. Nearly 70% of the products on Oprah Winfrey’s highly anticipated annual list of her favorite things are created by Black-owned or Black-led businesses this year and all are available for purchase on Amazon.
The billionaire media mogul has partnered with Amazon on the list since 2015 and her yearly picks have provided brands with considerable gains in sales since the list’s 1996 advent.
Black Americans have developed a growing presence among small businesses owners and could stand to gain considerable sales from dedicated shopping holidays like Small Business Saturday, which raked in an estimated $19.6 billion in 2019. And while physical distancing measures will significantly curb foot traffic this year, more than 112 million Americans visited a small business on that day last year, a record high.
As shoppers increasingly reject winding lines that snake around the store, a trend that’s long been in the making but was exacerbated by the pandemic, they’re also looking to support independent local businesses—a potential boon for niche Black businesses with an online presence this holiday season. Follow me on Twitter. Send me a secure tip.
I’m a reporter covering the various aspects of diversity and inclusion in business and society at large. Previously, I was a reporter at CNBC, where I focused on leadership and strategic management. I’ve also dabbled in video journalism, working as a breaking news digital producer for New York Daily News, followed by a yearlong stint as a producer at Rolling Stone. My work has been featured on New York Daily News, Yahoo Finance and Time Out. I’m a proud alumna of Columbia University Graduate School of Journalism, receiving honors for my investigative thesis on the alarming number of physicians dying by suicide. Tweet me @ruthumohnews or send tips to email@example.com.
Over the last month since the tragic death of George Floyd we have seen riots across the world that have led many people to question their understanding of systemic racism. Many businesses including Netflix and Nike have committed to donating significant funds to increase equality after acknowledging they could do more. It is not clear to those outside of the black community how some of these biases can manifest themselves in the workplace and one way you can educate yourself is to follow outspoken business people who are doing great work to level the playing field. Below are a handful from a range of different industries:
Oredein is the founder of Black Ballad, a UK based platform that tells the human experience through the eyes of black British women. Since 2017 the company has commission over 150 black femal creatives and worked with brands including Financial Times and Waterstones.
Bio: Imafidon is the founder of Stemettes, a social enterprise which encourages girls aged 5–22 to pursue careers in Science, Technology, Engineering and Maths. Prior to founding Stemettes she worked at institutions including Goldman Sachs, Deutsche Bank and Hewlett-Packard and graduated from Oxford University with a Master’s degree in Mathematics and Computer Science at 20 years old.
Bio: Ayim is the founder of The Angel Investing School and consults organisations on how to build Product teams that work. He was the Managing Director of Backstage Capital, and has worked in a range of product roles in companies such as Investec Bank and WorldFirst.
Bio: Recognised in the Forbes 30 Under 30 list in 2020, Bajela is a Founding Member and Principal at Impact X Capital, a UK based venture capital fund founded to invest in companies predominately led by black and female entrepreneurs.
Bio: Adoasi is the founder of Vitae London. Vitae translates to life and each Watch sold supports a child’s life by providing key resources for education. Their Watches are owned by the likes of Richard Branson, Ava DuVernay & the President of Ghana.
Bio: Reid is the Founder and CEO of Beautystack, a beauty professional booking app with a big emphasis on social. The company is backed by Index Ventures and Localglobe. Prior to Beautystack Sharmadean founded globally renowned salon WAH Nails.
Bio: Sofoluke is the founder of The UK Black Business Show, an annual conference and exhibition highlighting and promoting businesses founded by people from the black community. The 2019 show had over 2,500 attendees and 110 businesses from across Europe and Africa.
Bio: Tefula is a Principal at Downing Ventures investing in Seed to Series A companies that are building the future. Michael is also a 3-time published author and a regular blogger as well as a team member at non-profit Diversity VC, which promotes diversity in venture capital.
Bio: Serunjogi is CEO & Founder of the Y-Combinator backed startup Business Score, which connects online businesses with 1000s of funding options. Previously a management consultant at McKinsey where he served third, public and private sector clients.
Bio: Harrison is the founder and driving force behind Dope Black CIC, an educational and healing platform designed to improve the outcomes of black people. He also oversees a strategic consultancy called XYXX, which has a strong 6-figure income serving clients such as WPP, Omnicom, City Football Group, and Samsung
Bio: Angelides is an early stage investor at Samos Investments. Prior to joining the world of venture capital, she founded a social enterprise, Mums in Technology, which was the first child-friendly coding school in the UK and worked in the early stage team at Silicon Valley Bank.
Bio: Obeng is the founder of Foundervine, an award-winning social enterprise specialising in digital start-up and scale-up acceleration programs. Since launching in 2018, Foundervine has helped over 2,000 diverse, future leaders create, test and sustain enterprises.
Bio: Owusu-Sem is an Oversight Relationship Manager at Bank of Montreal Global Asset Management. He is also the founder of Success Talks which profiles some of the leading BAME individuals throughout the world and he also sits on the NatWest Advisory board for diversity where he helps the firm achieve their diversity targets.
Bio: Okenla is the Founder and CEO of YSYS (Your Startup, Your Story), a diverse startup community for founders, developers, creatives, and investors on a mission to make a difference. YSYS design and deliver entrepreneurial and employment programmes for diverse talent.
Bio: Ainsley is the Co-founder of Colorintech a UK non profit improving access, awareness and opportunities for ethnic minorities to enter the tech industry. Colorintech works with a number of the world’s leading tech companies such as Google, Facebook and Microsoft.
Bio: Hayden is a Co-Founder of GOODsoil VC, an early stage venture capital firm focused on underrepresented founders in Europe and Africa. Prior to founding GOODsoil VC Hayden co-founded award-winning modelling agency, Face4music.
Bio: Osunsade is the founder of Hustle Crew, a company focused on making tech more inclusive by consulting and designing training solutions for corporate partners. She is also the co-host of “Techish” a podast ranked in the top 20 tech list on Apple podcasts.
Bio: Sol is the creator of platform Refined Currency which provides information on debt, budgeting, saving and making money. She has also founded sister company Rich Girl Chronicles, a money accountability group for women looking to be empowered by their finances and hosts podcast “The Last Three Digits”.
Bio: Okewale is the founder of charity Urban Lawyers, a multi-media education and information centre designed to educate, engage and stimulate discussion amongst young people about their attitudes towards criminal law. He is also a barrister at Doughty Street Chambers with a practice focusing on general and serious crime.
Bio: Friday is the founder of Healu, a health tech company based in Trinidad whose vision is to bridge the gap between healthcare professionals and patients via personalised care, powered by data in emerging markets. He previously worked in medical insurance and also eCcommerce with Net-A-Porter.
Bio: Johnson is the Head of Marketing, Global Business Solutions for Europe at TikTok leading a function that consists of a Creative Lab, B2B Marketing and Comms, Brand Strategy and Creator Monetisation.
Trevor joined TikTok from Facebook which he joined in 2008 as one of their first employees outside of the US and most recently held the role of Director of Instagram, EMEA.
Bio: Daniella is a 22 year old Cambridge graduate and outspoken beauty entrepreneur who runs a YouTube blog discussing topical issues around equality and how to excel academically. She has been featured in a number of publications such as Channel 4 News and The Guardian and has been credited with making a significant contribution to black applicants to Cambridge University rising by 50% between 2018 and 2019.
Bio: Armoo is the CEO of Fanbytes a multi-award winning influencer marketing agency that helps the world’s most innovative brands win Gen Z customers on social media through TikTok, Snapchat, Instagram and YouTube.
This article is part of a series featuring underrepresented people making a difference. You can find more articles (click here) and if you have a story to tell or want to be updated as soon as new features are released get in touch via Twitter @TommyASC91
The purpose of this blog is to share honest stories of diverse, underrepresented people doing great work which can hopefully inspire others to take action. Outside of writing I have started and help build eCommerce businesses for which I was included in Forbes 30 Under 30 in 2017. Prior to this I worked in Investment Banking at Goldman Sachs and graduated from Oxford University where I studied Economics & Management.
You may have seen “REAL ID” in the news or at the airport. But what is it? What do you need to know about it? Do you need one? How will it impact your travel? All these questions are important to ask so that you can be prepared and avoid any travel delays or problems.
What Is REAL ID?
REAL ID is the result of an act passed by Congress in 2005. Congress was attempting to cut down on domestic terrorism threats following 9/11. They decided that across-the-board, minimum security standards needed to be put in place for issuing driver’s licenses and other ID cards that normally are overseen by the state and used for air travel.
Getting a REAL ID requires more paperwork than you might need for a traditional license in the past. Additionally, REAL IDs are made using advanced technology that makes them more difficult to fake.
Of course, rolling a country-wide change to identification out across all states takes some time, which is why, 14 years after the act was passed, it’s still not totally solidified. However, by Oct. 1, 2020, every state must be in compliance with the act. That means starting Oct. 1, 2020, you’ll need a REAL ID in order to fly domestically.
I Have A New Driver’s License — Do I Need Another One?
Maybe not. If you have a driver’s license with a black or gold star, a black or gold circle with an outline of the star in the center, or a bear in the upper right corner of the card, then you have a REAL ID. To know where you stand, the best bet is to check with your state government.
Cole Haan BrandVoice
If your new license says “Not for Federal Identification” or “Federal Limits Apply,” then that means it is not a REAL ID. You won’t be able to use it for flying domestically starting next October.
To make matters even more confusing, some states are issuing driver’s licenses that are a form of REAL ID, in that they’re not normal driver’s licenses, but you can’t use them for air travel. This is called an Enhanced Driver’s License.
Note that you can only use them for getting into the Caribbean, Canada or Mexico via land or sea (so a good option for someone taking a cruise, maybe). You cannot use them for air travel. States issuing Enhanced Driver’s Licenses include Michigan, Minnesota, New York, Vermont and Washington State.
Also, did you physically get your new license at a DMV office and did you present the clerk with your birth certificate, passport, social security card and/or other forms of identification proof? If not, you probably didn’t get a REAL ID.
Bottom line — if you’re not 100 percent sure that you have a REAL ID, it’s best to check. States aren’t giving out the REAL ID licenses automatically, so you have to actively choose to get one. Check out the Department of Homeland Security’s page for more information.
I Have A Passport. Do I Still Need A REAL ID?
Nope. If you have a passport or another form of TSA-approved identification, then you can still fly domestically using that. You also don’t need a REAL ID if you’re flying and you’re under 18 years of age.
If, though, you don’t have a passport or the equivalent, you’re going to need to get that REAL ID in order to fly domestically.
What Can I Expect When Flying Next Year?
If you are aware of the REAL ID requirements and you have yourself covered ahead of any flights taking place after Oct. 1, 2020, then you’re in the clear. However, that doesn’t mean that flying shortly after the REAL ID deadline will be easy.
The U.S. Travel Association released a statement regarding a survey conducted that said three out of four of all Americans are totally unprepared for the REAL ID deadline. Furthermore, millions of people could be prevented from boarding their planes shortly after the deadline falls.
Currently, 72 percent of Americans either don’t have a REAL ID or are unsure whether or not they have a REAL ID. Plus, 57 percent said they didn’t even know about the deadline. The U.S. Travel Association also said that, if REAL ID standards are fully enforced starting Oct. 1, 2020, as many as 78,500 air travelers could be turned away at TSA that day.
Not only would this cost the U.S. economy $40.3 million in lost travel-related spending, but it means a lot of frustrations at the airport and likely longer lines at TSA for those who do have their REAL ID.
In order to minimize the impact of travelers not being prepared for next year’s deadline, the U.S. Travel Association recommends that Congress amends its REAL ID Act to allow for mobile REAL ID applications, making it easier for travelers to get their REAL ID without going to the DMV. It also asks for it to allow for other forms of travel identification, such as enrollment in a program like TSA PreCheck, to stand in for a REAL ID.
I’m a value maximizer always on the hunt for the next great deal. I specialize in rewards travel and travel products. I’ve earned and redeemed millions of rewards points over the last few years. I’ve created multiple consumer guides that inform readers about rewards redemption, travel maximizing and consumer value opportunities. Since starting my own rewards travel blog in 2011, my work has been featured on HuffingtonPost.com, TechCrunch.com, Hyatt.com, Yahoo Finance, and Inc.com.
By October of 2020, travelers won’t be able to board a flight without a REAL ID or alternative identification. At airports across the U.S., TSA officers are reminding customers. Kris Van Cleave reports. Subscribe to the “CBS Evening News” Channel HERE: http://bit.ly/1S7Dhik Watch Full Episodes of the “CBS Evening News” HERE: http://cbsn.ws/23XekKA Watch the latest installment of “On the Road,” only on the “CBS Evening News,” HERE: http://cbsn.ws/23XwqMH Follow “CBS Evening News” on Instagram: http://bit.ly/1T8icTO Like “CBS Evening News” on Facebook HERE: http://on.fb.me/1KxYobb Follow the “CBS Evening News” on Twitter HERE: http://bit.ly/1O3dTTe Follow the “CBS Evening News” on Google+ HERE: http://bit.ly/1Qs0aam Get your news on the go! Download CBS News mobile apps HERE: http://cbsn.ws/1Xb1WC8 Get new episodes of shows you love across devices the next day, stream local news live, and watch full seasons of CBS fan favorites anytime, anywhere with CBS All Access. Try it free! http://bit.ly/1OQA29B — The “CBS Evening News” premiered as a half-hour broadcast on Sept. 2, 1963. Check local listings for CBS Evening News broadcast times.
Last year, I left my corporate life in New York City behind in a vow to give myself one year to design my dream job. Shortly thereafter, I took off on a 9-month-long social experiment, in which I would circumnavigate the globe by couch-surfing exclusively through my social network. Seventeen countries, four continents, and over a hundred encounters later, I have learned that I am not alone in my quest to earn a living while traveling the world: there are so many people out there right now who are making it work.
Liu Qiangdong, better known as Richard Liu here, is already a billionaire. At the 7-Fresh grocery store in Beijing, not far from Liu’s JD.com, there’s this fruit stand that looks awfully similar to anything an American would find at a Trader Joe’s or Wholefoods. It’s organic. It’s small farm friendly. But here at 7-Fresh you can scan a barcode and find out where the apples came from, thanks to a blockchain system they’re running. Meanwhile, over my head is a small assembly line of green shopping bags filled with online food orders. It’s the Jetsons. I don’t think they have this at Wholefoods………….
As of 2016, there were approximately 28.8 million small businesses, which accounted for 99.7% of all U.S. businesses, according to the Small Business Administration. That’s a tremendous economic force that is fueling the country’s growth and framing opportunity for more entrepreneurs and freelancers to join the ranks. Even with positive signs that point to the ongoing growth in small businesses, challenges remain. For those already operating a business, the National Small Business Association found that growth can be slowed by economic uncertainty and limited access to credit…….
As we look toward the future of work, it’s becoming more important than ever for companies to understand the needs of their teams, and to build solutions and products to help serve them—whether that’s through training, healthcare, or other investments. At Walmart, we’ve been very deliberate about investing in our associates, particularly over the past three years as we’ve thought about new ways to improve their lives and careers. Education is the latest iteration of that commitment. Between historically low unemployment rates in the US and innovative technologies reshaping jobs, all businesses have a lot of work to do—both in terms of recruiting and upskilling ……..
Getting someone to want to do something can be tough if you know they’re not going to want to do it, so you need to make them believe it was their idea. This is a common instruction, especially for salespeople, but it’s much easier said than done. You have to look at planting ideas in the same way you’d look at solving a mystery. Slowly but surely you offer the target a series of clues until the obvious conclusion is the one you want. The key is to be patient, because if you rush through your “clues” it will be obvious. If you take it slow, the idea will form naturally in their mind all by itself…..
Can your company’s content pass the “no-logo test”? When I work with digital strategy clients who are struggling with content marketing, I always ask them to take the logo test, inspired by this excellent Content Marketing Institute article. You should try it, too.
To do that, copy and paste articles you’ve written, along with articles from your competitors, into Word documents. Print out the documents and lay them side by side. Now, can you identify your content from the competition’s without the aid of any logos or company names? If your content lacks a distinct voice and tone, it won’t stand out.
I get it: When you’re first getting started with content marketing, even publishing a blog post every few weeks can feel like a major victory. But once you work out the mechanics of content ideation, you should put in the time needed to create content that brings your brand to life. Why? In a world drowning in digital clutter, content marketing is most effective when you provide a clear, distinct viewpoint that’s beneficial to your target audience.
What’s the secret ingredient that elevates generic content to a brand-building masterpiece? Your brand voice.
“Brand voice is the intentional, consistent communication of your business identity,” brand strategist Dima Midon told me in a recent phone interview. Midon, who founded the brand strategy and digital marketing firm TrafficBox, is an expert in all things SEO and search-engine marketing. He also knows that these digital strategies are incomplete without a solid branded content foundation.
“From startups to global businesses, the organizations with the best content strategy are those that create content reflective of their brand’s unique personality and then use this content to build stronger relationships with prospects and clients,” says Midon.
Branded content has exploded in popularity over the last five years. For clients and customers, reading branded content — in general — is far more interesting and relevant than a marketing ad. “Branded” means content that’s informative, interactive and entertaining and brings value to a reader’s day. Thanks to social media, such content can catch on like wildfire, rapidly reaching a far wider audience than a standard marketing message.
Vision, voice, and value: Bringing branded content marketing to life
As the name implies, “branded content marketing” needs to be grounded in your brand’s identity. If your content can’t pass the “logo test,” it will be just another of those generic pieces daily bombarding your target audience. To make your content stand out, bring your brand identity to life with three steps:
Define your vision. Your organization likely has a mission or vision statement, company goals and core values. Consider how the content you create will reflect this mission, goals and values. Then align this vision with your customer’s needs. Every piece of branded content you create should apply your company’s unique perspective and expertise to problems your customers face.
Example? Consider the “Open Forum” American Express sponsors, to provide small business owners with the “insights, inspiration and connections” they need to grow their business. While topics range from money management to team building, every piece of content Amex publishes here is dedicated to advancing its vision of helping small businesses thrive.
Define your brand voice. A distinctive, unwavering brand voice is an essential component of successful content marketing. While you may have a very clear idea of your brand’s voice, ask yourself, is everyone else at your company on board with this voice, too? Brands, like people, need to prioritize certain traits, to build a reputation. Scattered messaging and inconsistent brand voice can confuse your audience.
So, take time now to codify brand voice and guidelines. Many B2B companies, for example, seek to strike a balance between professionalism and accessibility. They want to be viewed as subject matter experts without sounding too technical or complex. Consequently, the corresponding brand-voice guideline might emphasize the use of clear, concise language that avoids technical jargon.
Example?MailChimp’s brand voice is a great example of how a B2B company can strike this balance. The company isn’t afraid to show a little personality with the use of cultural references and colloquial phrases its customers can relate to. Consider the clever Sherlock Holmes reference for the website’s 401 error message, below.
Your own brand guide needn’t be lengthy: Voice and tone can be covered by just a few guidelines. (I’m a fan of MailChimp’s voice and tone guide, available free as part of its master Content Style Guide.) What matters most is that you codify these guidelines so there is a single set of rules for everyone working on content at your company. From the work of freelance writers to that of marketing directors, your company’s content marketing will reflect a consistent brand voice.
3. Define your value. Branded content is beneficial not only for defining the buying vision in your favor but also for reminding existing customers about how valuable your offerings truly are. From case studies to white papers, how can you create content that helps existing customers maximize the value of your offerings? Perhaps you can spotlight a new offering or provide tutorials for advanced features. The key is to use your branded content to move from a transactional relationship to a customer-centric one that delivers real value.
Example? The enterprise software company SAP has nailed this mission. While many of its products and services seem technically complex to the average B2B decision-maker, the company’s white papers expertly explain the importance of digital transformation in accessible layman’s terms. Most importantly, this content is never a “hard sell” for SAP, but instead subtly reminds customers about the valuable benefits SAP can present as a strategic partner.
Rather than sending marketing material to customers touting your “top of the line products,” then, send them branded content that explains how to use your products to solve their problems. Content that maximizes perceived value strengthens your brand and drives customer retention.
Content marketing is an essential B2B marketing strategy that’s continuing to gain in importance. According to HubSpot, B2B marketers allocate 28 percent of their total marketing budget to content marketing. But before you too jump on this bandwagon, be sure your content is aligned with your brand vision, voice and value. Doing so will ensure your content is impactful, relevant and worth the investment.