How to Prepare for Small Business Saturday

The holiday shopping season is quickly approaching, and with it comes multiple opportunities to increase exposure with your target audience. Along with Black Friday and Cyber Monday, we now have Small Business Saturday® to help kick off the holiday shopping season and capture some of the buying momentum often only experienced by large retailers.

Led by American Express, Small Business Saturday got its start in 2010 as a day to celebrate and support small businesses. This nationwide campaign, scheduled this year for Nov. 26, 2011, is a perfect opportunity to send your customers special offers from your business and access innovative marketing and social media tools that will help you connect with your customers and prospects.

This is part one in a month-long series of posts that will help you better market during this lucrative time of year.

Tip #1: Know Your Customers

How well do you know your customers? Maybe they come to your store or buy from you on a regular basis. Maybe you know them by name or the area in which they live. Why do you think they keep purchasing?

What about the potential customers living around your business? How much do you know about them? Whom among them are most likely to buy from you in the future?

The answer to these fundamental questions can help you match your products and services with the customers most likely to benefit from their use. Truly understanding your customers and the markets in which you operate can provide you with the insight to better position your product, develop marketing messages and execute effective direct-marketing campaigns.