Successful seasonal promotions: How to use timing to grow your business

Whether you arrange flowers for weddings, sell sporting equipment, or design custom motorcycles, there is always a time of year described as the "busy season." You should consider these particular points in the year as opportunities to build sales volumes and win new clients. Among the different techniques to use in a business, seasonal promotions offer a major boost for any company when run successfully. Here are some tips on how to run successful seasonal promos that will grow your business.

Pick the product

Though your signature product may be tailored to your busy season, there is no point in giving away profit at the most productive time of year. Instead, focus on free consultations or complimentary shipping as the hook in the deal. These auxiliary services add up, so customers will appreciate the bonus when they would already be in the market for your company's goods.

Another idea is to make the target deal one of your less popular products. Whether you offer early-bird specials to keep a cafe humming all night or drop prices to clear out overstocked merchandise, discounted products can deliver results if you time your pitch accurately.

Plan your pitch

For summer deals, you will want to start building momentum in mid-spring so consumers are ready to pounce once the calendar turns over into June. Likewise, you should get the word out about winter holiday deals as early as Halloween. No matter when you decide to launch promotions for your business, timing should be your top priority. You cannot execute a successful strategy unless you have a plan in place that you are ready to launch well ahead of the promotional season.

Services like Vionic (available through The UPS Store Small Business Solutions) are able to manage seasonal deals for your business by using social media to get the word out. Professional marketers eliminate any potential confusion or concerns regarding how you will get paid or what image you are presenting. Before you launch any deal, you have the chance to build a solid foundation through your many social network channels.

Promote with a multi-channel approach

Whether you are launching a business, presenting a deal or managing a company's reputation, a multi-channel approach always works best. Today's consumers expect to find you on Facebook and Twitter, but email newsletters and contests can work just as well. The point is to get as many tools working to your advantage as possible. Your intent may be to attract Facebook followers and build "likes" or spark a conversation on Twitter. No matter the goal, you should have an approach that translates to each of the different channels.

Whatever method you employ online, remember that it is just as likely to be viewed on a smartphone or tablet as it is on a laptop or home computer these days. Smartphone screens have become so large that many users have no reason to switch over to a computer unless watching movies or television. Your pitch should go out in a format that works on any platform.

Be clear about closing

Promotional goals range from building social networks to hard sales; you need to be clear about that goal when you message customers. Create a deadline and a benefit (access to lower prices, promotional merchandise, etc.) for meeting that deadline. Without a reason to act, people will continue to wait and comb through other deals. Save your best copy for the call to action.

Somewhere near your call to action, explain why consumers can feel confident in purchasing your product or joining your network. By displaying safety certifications, such as antivirus symbols and certified privacy icons, you will foster a level of trust you want associated with your brand. Every few months, there seems to be a data breach in the news. Differentiate your business from those with poor Internet security.

By pulling off successful seasonal promotions, you will fortify your sales sheet while gaining new clients in the process. Isolate your ideal promotional period, draw up a plan of attack, and get ready for a steady influx of business.

How location-based services can boost your small business

It is officially a mobile world, and location-based services are becoming ever more important for small businesses. February 2014 marked the first month ever that U.S. Internet users went online using mobile apps more than desktop computers. Built into every smartphone that can access the Internet is an opportunity: with a GPS in most smartphones and consumers getting recommendations on the go, you have a way to reach more people than ever by utilizing location-based services. Here is how to execute an effective marketing strategy that zeroes in on customers in your area.

Becoming part of the index

Anyone who has used Yahoo! or Google to search for information on a mobile device has seen location-based services in action. Whether you are searching for the address of a corner store, boutique, or laundromat, a map will appear along with reviews of the establishment in question. Search engines index everything these days, which means you should have your business recognized for the specific services or products it provides.

Business profiles appear on social sites in search engines whether or not you set them up, but there is usually an option asking for the owners of the establishment to claim the listing. To get started with location services, look for your business on all major search engines and find the option to manage your listing. Once you fill in the proper information, consumers will know exactly where to find you, your proper hours, and what services you offer.

Online reviews and location-based services

Even though the concept of reviewing a neighborhood laundromat may sound odd, the ratings (on a scale of one to five stars) say more than any words can. Sites such as Yelp and Google+ collect details about restaurants and bars while allowing users to post photos and leave reviews. Studies have proven that businesses gain an extra five to nine percent in revenue for every star they receive on aggregate Yelp reviews, so there is no way you can ignore the power of online reviews.

You are probably used to promoting your small business already, so here are some ways to spread the word you're on Yelp:

Put a badge and link to your Yelp listing on your website using Yelp's review badges - they provide the code, you just paste it into your website. The review averages and counts even update automatically as new reviews come in!

Put a "Find us on Yelp" sign in your place of business, on the front counter or window. These have even been spotted on business-branded vehicles. You can find some images on our Flickr page. (Don't alter these images or imply sponsorship, endorsement, or false association with Yelp, Inc.)

Include a link to your Yelp business listing in your email signature with the words, "Check us out on Yelp!"

Social check-ins and couponing

Location-based services allow you to access a wide range of social media site tools, including the check-in feature found on Facebook. The overwhelming majority of mobile Internet users also have Facebook accounts and mobile apps. On the home page of someone's Facebook profile, there is the option to "check in" and let the users in the person's network know where that person is. Like other Facebook status updates, users publicize where they are to keep friends in the know. Your business will benefit from this type of exposure.

To get the most out of location-based services, customers have to use check-in features with regularity. Simply encouraging them to do so may drive numbers slightly, but offering them discounts or other incentives for checking in at your business will yield the best results. Groupon, the coupon site that has benefited largely from its strong mobile presence, is another useful tool. Consumers who are tired of "daily deals" flooding their inboxes have warmed to Groupon once again.

Offering coupons on sites such as Groupon can be tricky, but it is usually worth the investment and the quality reviews. Remember that while you cannot buy good reviews, you are likely to get one by offering the consumer a quality product at a discounted price. Before long, your business will have the boost it needs.

Tapping into the power of location-based marketing is essential now that mobile Internet use has exceeded desktop as the primary method of access. From managing check-ins and customer reviews to coupon offers, you hold the power in your hands.

Payment readers: Which one best suits your business?

By putting mobile payment readers to use, small business owners have incredible flexibility when making sales on the go. Rather than worrying about credit card machines, small devices can now process cards via a smartphone or tablet. Square, Intuit, and PayPal all have popular mobile payment options on the market. Here is a look at the different options and pricing models, and what type of businesses benefit most from mobile card readers.

Square's system

Though Square has not succeeded in turning the smartphone into a mobile wallet, the company's credit card readers have made it easy for business owners to expand their store's footprint. The system works by connecting the reader to your phone or tablet's headphone jack. This small device, or "dongle," works the same way a store's credit card reader does, with the only difference being that the transaction interface displays on your mobile device's screen.
Square works with Android devices as well as Apple's iPhone and iPad. Transaction fees are a flat 2.75 percent, with balances transferred to your bank account the following day. The convenience is tough to beat, although users do have complaints about the effectiveness of the card reader. Multiple swipes can create unease in customers and waste time.

Intuit GoPayment

Intuit, also responsible for QuickBooks accounting software, has released its GoPayment reader, which allows business owners to take credit card payments on any Android or Apple iOS mobile device. Fees are 2.4 percent plus $0.25 per transaction. For higher-volume businesses, they offer a plan that charges $19.95 monthly with an additional 1.75 percent plus $0.25 per transaction. Intuit GoPayment users rave about the ability of the device to read card information on the first swipe as well as its ability to sync with QuickBooks for best accounting practices.

PayPal Here

PayPal's system follows Square's lead in collecting 2.7 percent per transaction while bank transfers take a standard three business days or longer to get the money in your account. Its dongle compares to the one offered by Square with users reporting a slightly higher level of inaccurate swipes than Intuit's GoPayment.

Flexibility and ease-of-use

Since mobile payment readers take customer credit card information, the decision is more complicated than which option is most cost-effective. Repeated swipes have a way of unnerving consumers when you have their bank cards in your hands. The dongles that both PayPal and Square use are known for these complications. Typing in a card number, rather than swiping, carries a higher per-transaction fee in every payment app, so factor this in when you are deciding on the right payment system for your business.
Small business owners who have opened a small storefront and want to keep costs down benefit the most from mobile payment systems. The proliferation of pop-up stores and mini-malls gives you the opportunity to present your business in unique formats these days, which also makes it possible to test out your ideas and give the public a preview of new products before you launch them on a larger scale. Mobile payment readers are an invaluable resource when you want to make fast sales without complicating your business model.
If you have a relationship with a big bank, mobile payment systems from these institutions may provide you with added flexibility and competitive pricing. Chase Paymentech is one resource to use if you are interested in accepting credit cards in a variety of formats. special offers from Chase Paymentech are also available from The UPS Store.
You have the opportunity to make sales in any setting these days. Mobile payment services offer another excellent tool to use as you grow your business.