The Q4 WTF

It’s the time of year where I get to tell all my clients that their ad costs, social media reach, etc. are about to go up for us doing just about the exact same things we’ve been doing all year that were working.

I call this the “Q4 WTF” because that sweet little ad set you perfected on Instagram suddenly starts costing you double for the SAME results… and other fun phenomena that has you questioning your reality.

The world collectively looks around, says “Oh crap, it’s the biggest gift-giving/fundraising time of the year, we gotta market” and we’re all inundated with more ads, social media posts, and emails than we ever thought possible.

So what’s a smart, cost-effective business owner or non-profit executive supposed to do? We pull back on what we have been doing a little and try something new. In short, while they’re zigging, we’re zagging.

Below are ten zags that will cost less than, say, a complete website redesign or similarly large initiative and are a little less obvious in terms of marketing ideas. We’ll talk about why they could work well for you and give an example when possible.

Because the most wonderful time of the year also means it can also be the most creative time of the year! So let’s get it, and if you need any help, give us a call or email!

Nicole

Getting Clever With Your Marketing

Here’s to to zag while everyone is zigging this holiday marketing season.

Instead of… Facebook/Instagram AdsTry… Pinterest Ads67% of Pinterest users use Pinterest to plan holiday purchases… and there is a lot of reasons to get your product visible on Pinterest and it can be much less expensive than Facebook/Instagram, especially this time of year. We did a broadcast where we run a paid ad set to several platforms and compared the results last year.

Instead of… Email MarketingTry… Text NotificationsText notifications have an impressive open rate of 90%, and people tend to check their texts within minutes of receiving them. SMS notifications make communication channels more efficient for your audience and customers. Why not try a little bit more personal approaching to connecting with your customers this year? Here’s a great article with the pro’s and con’s of each way to connect.

Instead of… “In The Arms Of The Angels” guilt fundraisingTry… Video testimonials from your customers, board, and othersWhile we love a good cry to a Sarah McLaughlin song as much as the next person, why not share customer or constituent testimonials, stories from your board, and some comedy related to your cause. Connect with your community with a nice story, rather than a guilt trip because there’s enough guilt this time of year already! Here’s an example to how The United Helpers did some board testimonials a few years back but we’re really looking for fun examples of fundraising so send us some if you see them!

Instead of… Offering just PaypalTry… Amazon Pay/Google Pay/Apple PayGiving your online store (or in-store) customers other payment options means more money. I don’t know about you, but I tend to run into a store just carrying my phone because I have gotten used to Apple Pay. In fact, now I even avoid shopping certain places, because I know I can’t just tap my phone. People love having options! It’s also known to be a safer payment option which means customers who care about that will be increasingly asking for these options. Note: most online cart softwares will let you integrate multiple forms of payment in their system - they know what’s up.

Instead of…Small Business SaturdayTry… Live sellingQVC has been doing it for years. Why not join them? A lot of us have become accustomed to being at home more. With that, a lot of us have also gotten to the point where we want to avoid shopping in person at all costs. As a business, you can cater to that by going on live to sell products and services. There is nothing better than being cozied on the couch and purchasing things from the comfort of your own home! Here’s a great article on the benefits of live selling. We’re planning a broadcast in December so if you’re a small business and want to be a part of it, write us back and we’ll follow up. :) Note: You can be anywhere in the US to participate.

Instead of… Amazon gift cardsTry… Local gift certificatesAmazon has enough money, we can all agree. Plus buying locally helps the economy in the area where you live. It provides a reason for stores to stay open, it helps give employment to your neighbors, and heck, it’s even fun to find out what it going on all around you right in your own backyard! Support your friend’s fitness journey or your mom’s new love of cooking with a gift certificate to local option that will let them pursue their passions. We’re happy to help add a payment form to your website if you need some help. Instead of… Trying to answer phone callsTry… Customer support chatThese days, most of us screen phone calls and possibly have full voice mailboxes. (Can we please pass robocall legislation soon?) People want a quick way to connect with services. Adding an online “chat bot” or some sort of messaging over social networks during business hours is a great way to resolve small issues before they escalate or answer your customers questions for people who don’t want to pick up the phone. Numa did a great article on stats of people who don’t pick up, and what alternatives they prefer to keep in contact with companies.

Instead of… The usual eCommerce categoriesTry… Fun ways for people to find gifts (personalized shopping, gift guides, and gift help chat)This might just be more of a fun idea, but hey, maybe this can spark interest for someone wanting to start their own business! (You’re welcome.) We did a broadcast about a year ago about some fun ways you can create a gift guide and another broadcast the year before that about implementing a gift guide online. Bonus? Gift guides are great search engine content!

Instead of…Only selling other business’ productsTry… MerchSelling merch rather than just products and services can have a huge incentive. You are making brand awareness, it’s an opportunity to feel “a part” of a community, a creative way to market your brand. If you have a catchy brand, this might just be a great avenue for you to look into. Here are some merch ideas, no doubt one or two might inspire your business.

Let us know if this article inspires you to change things up for the holidays… and if you make cool merch, tell us so we can blog it (as looking for small businesses with cool merch did not have a good article that featured multiple examples from real businesses.)

Contact Us (About Any Of These Ideas Or Something Else Entirely)

Youtube is starting to prioritize video shorts. As implied in the name, shorts are a great way to be seen for people who are scrolling through. We have started using it here at Breaking Even to funnel our long form content into bite sized sassy pieces in attempt to gain a larger audience. (With that being said! We are working to gain 1k followers to monetize our channel, won’t you join our channel to help us out - we’re at almost 500 now!)

Client Shoutout

James Fell started as a columnist and fitness trainer. These days, he’s on to more exciting things. He now writes about the world history in a fun way and has just released his second book, “On This Day in History, Sh!t Went Down Number Two.” We are both honored and amused to called James Fell a client and needless to say, it’s provided us with entertainment and banter around the office. Great book for your history buff but gives no effs relative, that person who ‘doesn’t like to read’ but loves history, and anyone who wants to laugh and learn at the same time.

Check out James Fell Here

Do you need help marketing your business?

Book your no-obligation exploratory call with us!

Let’s Talk!