Navigating Holiday Marketing as a Service-Based Business Owner

It's that time of year again—the holidays! As a coach, consultant, or solo business owner in the service-based space, you may be feeling a mix of excitement and pressure. The holiday season often brings a flurry of promotional emails and sales from various businesses, and it's easy to feel like you should join the frenzy. However, if you're feeling reluctant to discount your services or unsure about how to navigate this period, you're not alone. Many of us struggle with maintaining our authentic selves amidst the holiday marketing craze.

I'd like to share some strategies that can help you navigate your marketing efforts during this time, while staying true to your values and not caving to the pressure of external expectations.

Embrace Authenticity

First and foremost, it's crucial to remain authentic. The temptation to launch holiday promotions or sales can be overwhelming, especially when it feels like everyone else is doing it. But remember—being authentic means doing what feels right for you and your business. If offering a discount doesn't align with your brand or values, it's perfectly fine to opt out.

Instead, focus on what feels genuine. Share your story or the journey that led you to become a small business owner. This not only humanizes your brand but also helps build a stronger connection with your audience. Authenticity shines through when you share your passion and purpose, which can be far more engaging than any holiday sale.

Share Holiday Traditions

Engaging with your audience doesn't always have to be about business, especially during the holiday season. Take this opportunity to share some of your own holiday traditions. Whether it's a unique family activity, a special recipe, or a particular way you celebrate, letting your audience into your personal life can create a sense of community and mutual sharing.

Ask your audience to share their traditions as well. This can be done through email and/or social media. These kinds of interactions can boost engagement and foster a sense of belonging, making your audience feel valued and connected to you on a personal level.

Highlight Small Business Saturday

Small Business Saturday presents an excellent opportunity to connect with your audience and share your journey as a small business owner. Tell the story of how your business started, the challenges you faced, and the triumphs you've experienced. This kind of storytelling can be incredibly inspiring and relatable, especially to other small business owners or aspiring entrepreneurs in your audience.

You can also use this day to highlight the importance of supporting small businesses. Share some statistics or personal insights on how small businesses contribute to the local economy and communities. This not only educates your audience but also aligns them with the value of supporting local and small enterprises.

Give Back to the Community

Many business owners include regular monetary donations or community service into their everyday work or especially around the holiday time. Remembering to snap a photo and post about these activities on social media and in email marketing shows your audience how much you care, helps spread holiday cheer and might inspire someone else to give back in their own unique way.

Show Appreciation to Your Clients

The holidays are a perfect time to express gratitude. Showing appreciation for your clients can go a long way in building lasting relationships and fostering loyalty. Consider sending personalized messages of thanks to your clients, highlighting specific reasons why you appreciate their business.

If you feel inclined, you might also offer something special as a token of your gratitude. This doesn't have to be a discount—it could be a free resource, an exclusive piece of content, or even a heartfelt handwritten note. The key is to make your clients feel valued and appreciated during this season of giving.

Share Gratitude &No Celebrate Yourself

Taking time to share what we’re grateful for and reflect on all that we’ve accomplished in the past year is a great practice for ourselves and for our audience. Sharing highlights of your year, including big milestones and/or accomplishments helps us celebrate our wins and can show others how dedicated we are to our work and continuing to evolve and grow.

Giving a shoutout to business collaborators, referral partners and anyone who helped support you in some way, is a great way to show your appreciation and make them feel special. (And when you do it publicly through social media or email marketing, it gives them a little boost in visibility too!)

Conclusion

One of the biggest takeaways I want to share is not to feel pressured into doing something that doesn't align with you or your business. The holiday marketing craze can be intense, but it's important to remember that you don't have to follow the crowd. Instead, focus on what feels right for you and your audience.

Take the time to plan your holiday marketing in a way that aligns with your values and goals. Reflect on the past year, consider your audience's preferences, and think about what makes your business unique. By staying true to yourself, you'll not only navigate the holiday season more comfortably but also maintain the integrity of your brand.

Remember - holiday marketing doesn't have to be stressful and shouldn’t be inauthentic. By embracing your true self, sharing personal stories and traditions, showing appreciation to your clients, and resisting the pressure to conform, you can create a holiday marketing strategy that feels right for you. Remember, the key is to stay authentic, and in doing so, you'll likely find that your audience responds more positively, fostering stronger connections and loyalty.

I'd love to hear your thoughts on these strategies. How do you plan to approach your holiday marketing this year?