How to Take Advantage of Small Business Saturday
Here are four ways to use the event to promote and expand your cleaning business.
This year, Small Business Saturday® lands on November 26. Started in 2010 by American Express as a way to encourage U.S. consumers to “shop small” after Thanksgiving for the winter holidays, the campaign continues to help smaller businesses thrive.
But how can you, as a commercial cleaning professional, participate? Here are some ideas on how you can use Small Business Saturday to your own advantage.
1. Identify Yourself as a Small Business
To take full advantage of the campaign, others need to first view you as a small business. If that indeed is the case, then this is the time to let that fact be known. Many people prefer helping smaller businesses that they view as an underdog to bigger corporations. In fact, according to a 2021 survey by Constant Contact, 72% of respondents said they plan to make more of an effort to support small businesses.
Tell the story of your small business publicly, through your website, social media, press releases, and local TV/radio interviews. If you have a family-owned business, for example, you can talk about the important values you (and possibly, generations before you) have developed and now pass along to your clients through your services. You’ll want to make your story both relatable and pertinent to your audience.
2. Connect Your Business to Your Community
Think about the altruistic ways that you can give back to the local community where your business and clients reside. Specifically use your skills and expertise as a cleaning professional to help others. One idea would be to help a shelter clean up the facility after its Thanksgiving meal distribution. Your professional background is part of what makes you and your business special and unique—use it to make a difference in your community, without asking for anything in return. By doing so, you’ll create a name for yourself within your area, with an excellent reputation to go along with it.
3. Create a Discount
Use Small Business Saturday as your opportunity to move some potential clients to purchase your services. Have some been on the fence, purely because of cost? This could be your chance to motivate potential clients to give your services a go by giving them a financial break. Revisit past leads and explain that you’re running a Small Business Saturday promotion. They can get to know you and your services better, thanks to the special discount.
4. Market What You’re Doing
Don’t keep what you’re doing a secret. Once you’ve developed your ideas and promotions for Small Business Saturday, market your message through all the various, available channels—social media, email campaigns, local newspapers, and media advertisements. Visit other local businesses and attend networking groups to share the news. Be sure to also involve your employees and encourage them to spread the word.
Be sure to do more than simply announce what you are doing. Follow up with additional messages, right up to that Saturday. People have busy, complicated lives. They will forget, even with the best intentions, to follow through with you. Don’t be afraid to reach out and remind them of your promotions.