How’s the holiday selling season going? This is a good time to assess your success and make changes if needed.

Around the Workstand

How’s the holiday selling season going? This is a good time to assess your success so far and make changes if needed.

• Feeling great! Sales have been strong.
  • Perhaps no further sales or discounts are in order
  • Keep the website up to date, use a gift guide or homepage sections to call out what’s available, but hold pricing
  • Hold all proactive marketing as is - do not decrease that activity as it’s likely a large part of why things have gone well so far
  • Be sure all external marketing has clear calls to action and paths back to your website. Social, email, print, et al
  • Decide your hours heading into the final stretch and be sure they are updated on all platforms.
• Black Friday, Cyber Monday, and Small Business Saturday were not so great. We need more!
  • Get a sale configured and installed on your website now!
    • POS pricing updated
    • Prominent homepage messaging leaning on sale pricing, free add-ons, free shipping, upgrades, and anything that can spur action
    • Focus heavily on what is available in the store now for purchase
    • Promote convenience. We have this now, ready for pickup. We will hold all purchases until December X, at 4 pm to help maintain the element of surprise
  • Increase your proactive marketing efforts
    • If you’re sending one promotional email each month, send two (or 4)
    • Increase the frequency of social media posting
    • Be sure all external marketing has clear calls to action and paths back to your website. Social, email, print, et al
    • Assign someone to monitor and respond to all inquiries - phone, email, FB messenger, Instagram, TikTok messages
    • Increase your paid ads budget and use that to reach more buyers with the intent to purchase
• Tech Tip: Get help. You know how you think of most home bike mechanic’s work, right? Well, that’s often how marketing looks when a busy business owner tries to learn a new thing in the busiest time of the year in hopes of somehow becoming a marketing expert overnight. The results often end up looking like that derailleur with the limit screws cranked down or missing, all jammed in the spokes with the chain hopelessly wedged between the chainrings and the frame. Let someone help you. Let us help you.

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Mark Still, Business Development
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If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email mark.s@works...