The 4th of July is coming soon, so that means it’s time to celebrate. Of course, it’s also important to think about what your business can do to promote itself and attract new customers.
With concerns over COVID-19, it’s quite possible that you won’t be able to rely on local events. That’s okay. In this guide, we’ll talk about how you can promote your business even if you aren’t partaking in any in-person events.
Send an email that ties in 4th of July with your business
Whenever there’s a holiday coming up, it’s usually at the forefront of people’s minds. That means that you the emails that you’re sending to align with what your customers are thinking about. Take some time and think about how you can tie in the 4th of July with the services that your business offers.
You might be saying, “That sounds good, but my business has absolutely nothing to do with July 4th,” Believe it or not, it really doesn’t matter what industry you’re in. For example, check out this email by Casper, an online mattress retailer.
While a mattress company probably isn’t the first thing that comes to mind when you think of the 4th of July, the company managed to tie together their product with the holiday quite nicely with a pun. So get creative with your copywriting so that you’re tying in your services with our national holiday.
Run an SMS marketing campaign
While running an email marketing campaign certainly doesn’t hurt, it’s definitely not the ideal way to reach your customers. The fact is that because so many industries are relying on emails to spread the word, most inboxes are oversaturated. A study by Mailchimp found that nowadays, the average email open rate across industries is just 21%. That means the vast majority of customers who get your email will probably not open it.
Luckily, there’s a better way: SMS marketing. While pretty much business is using email nowadays, texting is a competitive advantage. Since the channel is so underutilized, there’s a much better chance that your customers will actually read the message. Studies show that a stunning 98% of text messages are opened by customers.
Of course, there is one big difference between email and text messaging. While emails are sometimes very long, customers typically prefer texts to be short, simple, and to-the-point.
Let’s go through a few examples of text messages that you can send to your customers.
Promote a sale or a discount
If you’re promoting a sale or a discount during the 4th, make sure that your existing customers are the first to know.
Refer a friend text message
Tell your customers to bring a friend on the week of the 4th to get a free discount.
Hold a contest on Instagram
Not sure what to post on social media? Consider running a contest on Instagram. Tell your customers that in exchange for making a post about your business where they tag you, they get a chance to win a free product or service.
For example, let’s say that you’re a retailer who sells clothing. You could run an Instagram contest like this:
These contests help spread awareness of your business on social media. When customers make posts, they immediately expose your brand to friends and family members.
Build goodwill in the community
Take the 4th of July as an opportunity to build your brand through charitable actions. I know there are cynical people out there who don’t think things like building goodwill really matters, but likeability really matters. Studies show that when students find a teacher more likable, they tend to rate their teaching ability higher as well.
The same concept applies to businesses. When people find your brand likable, they’re more likely to choose you. So be sure to build goodwill in your locale. While you might not be able to participate in local events, there are still ways that you can show appreciation in your community.
We recently did a webinar with Kristin Romero, VP of Marketing at Baton Rouge Telco Federal Credit Union. She told us how at the onset of the COVID-19 pandemic, her credit union highlighted local organizations that were helping healthcare organizations. In addition, the business developed special policies for members with difficult financial circumstances.
While some states have reopened, there’s still an opportunity to build goodwill in the community. Think about how your business can build goodwill this 4th of July. Consider highlighting a local nonprofit that is doing important work or giving away products or services to people in need.
Here’s a promotion that Jamba Juice ran on 4th of July a few years ago:
Plan 4th of July-related content
If you’re currently running a blog, a podcast, or a YouTube channel, think about how you can create specific 4th of July-related content that might resonate with your audience. Here are a few ideas :
- How to have fun with your family even if you aren’t going out– There are tons of customers out there who won’t be engaging in typical festivities because of concerns around COVID-19. Let your customers know how they can enjoy the holiday while staying at home.
- Post 4th of July workouts– Like most holidays, the 4th of July means a lot of great food. If you’re in the fitness space, you can show your customers how they can burn off the calories after the fact.
- What Independence Day means for your business- The 4th of July is all about celebrating America. Take some time to talk about what Independence Day means for you and your business. It’s a great way to build an emotional attachment to your brand.
If you don’t have a blog or a YouTube channel right now, that’s okay. 4th of July-related content can be simple as a post on social media. Again, your business doesn’t have to necessarily be related to the 4th of July for you to do this. Here’s a post from Xbox.
Want more marketing ideas?
Want more ideas on how you can market your business beyond the 4th of July? Check out our free eBook “Everything you need to know about marketing your small business,” to see more marketing tips.