Every business in every industry knows that there is business and revenue to be earned during any holiday season. What most businesses do not know is how to really tap into the potential that holidays offer. The first step to using the holidays to boost your bottom line is to realize that the opportunity is not really to directly boost your revenue during holiday times.
Holidays are important for marketing only because they offer a unique opportunity to build meaningful, trust-based relationships with those people that your business serves. In turn, better patient relationships will mean significantly higher success for your business over the long term. While nobody knows all the answers to building client relationships, there are three basic guidelines to make sure your holiday efforts are helping rather than hurting your business opportunities during the holidays.
Revamp Your Entire Online Presence
One of the easiest ways to participate in effective holiday marketing is to focus on your online presence. It is extremely easy to use your existing website for holiday marketing. Change photographs on your website’s landing pages to be more season appropriate for instant, personal connections with your visitors. Promote local holiday events on your website to attract online traffic and then offer holiday discounts and offers across all of your social media and emailing lists. Remember, when you’re doing this, you need to put strategy before everything – “Get Your Teeth Whitened in Time for Holiday Photos!” is infinitely better than “Discount on regular check-ups this December”. Tie your online efforts in with your charitable efforts mentioned below: nobody is going to stop by for your open house or gift packs if nobody knows that they exist.
Participate in the Spirit of Giving
The easiest way to build goodwill for your business is to give stuff away, but when you’re doing this you must strategize. Do not offer discounts indiscriminately, only discount those services and products that people are actually likely to want more during holiday times. Think long and hard about those gift packs of power toothbrushes and quality toothpastes, mouth rinses, and floss. Wouldn’t your efforts go much better if that gift pack was wrapped in holiday themed packaging and included your business card? Wouldn’t it be worth more if the gift packs were for sale and all proceeds went to charities like Coats for Kids and Toys for Tots? Aren’t there patients and referring offices that you can team up with during the holidays? The truth is, the possibilities for generating goodwill during the holidays are unlimited and it really does boost your bottom line over the long term even if it costs something during the short term.
Commit to Improving Every Year
That great thing about the holidays is that they repeat year-after-year. Study your holiday marketing efforts and see what really worked and what did not work. This advice is as obvious as it is powerful: your business won’t improve as long as it keeps making the same mistakes without augmenting its minor successes. It’s fully possible that your first holiday-specific effort won’t be a big hit, but it’ll definitely be a start.
As the founder and president of Noble Smile Family and Cosmetic Dentistry in Katy, Texas, Dr. Allen Jahangiri is very dedicated to providing the most comfortable service possible to all of his patients.