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Three Ways to Expand Your Network this Holiday Season
The holidays are upon us and one of the most striking benefits of the holiday season are the opportunities to connect. There will be more networking opportunities, and alongside these opportunities, you’ll find that individuals tend to be more open and more engaged. This is what makes the holiday season a great time of the year to build new connections, strengthen and reconnect with colleagues.
Networking is critical to your personal growth and business development. So though your days are likely busy, you’ll benefit greatly by taking the time to strengthen and maximize your network this holiday season.
3 Segments of Your Audience to Connect with to Expand & Strengthen Your Network:
- Connect with new people. You never know who might become strategic partners, prospects, clients, or peers. The more people you meet, the more people there will be to get to know and remember both you and your business. If you make a great impression, you and your business stand out and it may lead to new referrals. On the same token, sometimes relationships that begin slower become some of the best long-term relationships. Remember that a solid business is built on connection.
- Reconnect with partners and colleagues. You didn’t mean to fall out of touch with old partners and colleagues, it just happened… you get busy, you change jobs, you move on. There was once a time when you both shared common interests or had common goals. It’s never too late to catch up on things and reestablish that connection. They can provide fresh, new perspectives from meeting different people and learning different things in the time you were apart. It can be awkward at first to reach out to them, but reconnecting can energize you and bring unexpected business opportunities that your current network may not be providing.
- Appreciate your current clients. There is an old saying that “customers are the lifeblood of every business”. This means that maintaining customer loyalty should be a top priority for every business. It is the loyal customers who will show up, buy from you time and time again, and refer to your product and services. Consider offering special discounts or incentives to let you know you appreciate them.
We talked about the three segments of your audience above. Now let’s talk about how to partake in activities that could expand your network with each of these segments, leading to stronger sales and more business opportunities.
3 Actions to Support Expanding Your Network:
- Attend community networking events. Whether it is a Happy Hour format, an industry-specific seminar, a luncheon, or a conference/trade show setup, the goal is the same… Attending a networking event is the first step toward meeting other professionals and/or customers. These events can help you increase the chances of mingling with your ideal prospects who should know about your business and brand.
- Set up individual one-to-one meetings in person or virtually. One-on-one meetings create a personal connection, build trust, and furnish immediate feedback on the topics at hand. These meetings also create an environment where individuals can discuss their thoughts in person and collaboration occurs more naturally. When networking one-to-one, be sure to ask how you can support the individual you are meeting with.
- Host your own event. Hosting an event is a fantastic way for you and your business to get immediate exposure within the community and to connect people together. Small Business Saturday is a great event to participate in. In last month’s blog “How To Prepare Your Business For Small Business Saturday“, I shared 5 ways to help you prepare for this special event.
By taking the time and incorporating these steps to strengthen and expand your network, you are well on your way to ending this year strong and starting the new year with a stronger network for both you and your business.
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.
Your Business Year In Review – Preparing for the New Year
Running a small business involves keeping track of a lot. With the 2022 year-end fast approaching, now is a good time for small business owners to review strategies and marketing campaigns, along with a review as to which products and services worked and didn’t work.
Taking the time to review your business results will help to ensure you are off and running in the New Year with a solid strategy based on prior performance. Here are three areas of your business to review to assess how your performance stacked up to your goals.
Goals Versus Results
Your business goals are important and drive the overall operations of your business. List your top 3-5 goals for the year along with your current progress towards those goals. If your company is not meeting those goals, identify one or more reasons for each goal as to why there is a gap. What adjustments can you make for the new year? How might you approach each goal differently?
Revenue
Is your business generating the income you had expected through your products or services? If not, first establish why you are not meeting the income you were expecting. Take a look at your pricing strategy. Is your product or service priced higher or lower than other similar products on the market? Are your products and services relevant, or do they need to be updated? Are you in the market you want to serve and attracting the right customers and clients? Once you identify the causes behind the gap, what can you do differently going forward?
Client Base
Your clients are important. They drive your revenue and quite frankly, without them, your business cannot survive. If your year-end review does not show an uptick in customers, study your client’s profiles and adjust your marketing strategies to cater to their needs. “Building a good customer experience does not happen by accident. It happens by design.” – Clare Muscutt.
A good marketing strategy will play a big role in filling the gaps exposed by your year-end review. If conducting a strategic annual review on your own seems like an overwhelming task, please feel free to email me. I would love to help.
Lastly, remember that solid reviews can help uncover shortcomings to help get you back on track and to ensure both the well-being and profitability of your company. It can also help create a more effective Marketing Strategy for 2023. In next month’s newsletter, look for our newest blog with the key elements to include when you are preparing and strategizing for your 2023 Marketing Plan.
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.
How to Prepare Your Business For Small Business Saturday
Small Business Saturday is just around the corner! It falls on Saturday, November 26, 2022. As a small business owner, this event represents a significant opportunity to highlight your business’s importance in the local community, showcase what makes your products or services unique, and increase sales during the critical holiday shopping season. So where do you start?
Here are 5 ways to help you prepare for this special event.
1. Create special sales events to encourage spending on Small Business Saturday with food, drinks, music, contests, or promotional items to draw shoppers in. Consider special discounts or free offerings for loyal customers and set up an in-store activity that demonstrates your products or services. Promote gift cards. Many holiday shoppers buy gift cards or gift certificates for family and friends, representing a huge opportunity for new customers to try your products or services.
2. Have a meeting with your employees. Remind them to greet each shopper when they enter and exit your business to show how much you appreciate them for supporting your business. Making Small Business Saturday a success for your business is a total team effort!
3. Partner with other small businesses to raise awareness surrounding Small Business Saturday. See how you can team up to provide special offers or discounts with complementary products or services to create the ultimate shopping experience. Consider highlighting a local charity at your business. It’s a great way to embrace the spirit of the season and give back to the community.
4. Stay open longer. Small Business Saturday might be one of your busiest days of the year. Extending your hours by opening earlier and closing later could have a big impact on sales. Longer hours could draw in new customers that normally could not shop there during your normal business hours.
5. Get social on social media. Promote Small Business Saturday deals and share how you’re preparing your store. Focus on what you offer, where you’re located, and how customers can contact you. Use #ShopSmall on your social media posts to join the overall conversation and encourage shoppers to snap a selfie and tag your business. This can increase the engagement of your posts, potentially reaching new customers.
The Small Business Saturday concept was first introduced by American Express in 2010 to showcase the importance and value of small businesses. You can go to the American Express website to easily create customizable marketing materials for your business such as downloadable flyers, website badges, social posts, blog posts, and digital banners to help promote your business during this exciting event.
According to US Chamber.com, consumers have been eager to support their local small business community. Last year, the U.S. Small Business Administration reported Americans spent nearly $20 billion on Small Business Saturday. So, on Saturday, November 26, be prepared, have fun, stay safe, and promote Shop Small!
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.