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Encompass® Insurance Insights & Articles

How to Engage Your Customers Around the Holidays

Whether it's Black Friday, Small Business Saturday or Cyber Monday, one thing is certain: Americans love their holiday shopping. More than 174 million consumers went shopping during 2017's five-day Thanksgiving weekend, with average spending hitting more than $950 per person, according to the National Retail Federation.

When it's the "most wonderful time of the year," engaging with customers is key to creating a positive experience that will build brand loyalty and keep them coming back. These online and in-store customer engagement tips will help your business make the most of that holiday spirit.

Two employees wearing Santa hats while greeting a customer.

Create Valuable, Timely Content

When creating social media posts for the holiday season, the goal is providing content that customers find valuable and useful. Put yourself in your customers' shoes and identify holiday-related problems your business can help solve.

For many customers, relevant holiday-related content may center around gift-giving ideas, opportunities to save money, and creative ways to celebrate the season. If your audience is budget-conscious, offer special deals or coupons, couched as solutions to holiday overspending. Got great ideas about holiday party planning? Share them online, with a nod to products or services you provide that'll make the process easier or help to protect their assets. Your customers will appreciate the value you're providing, and you'll build your brand at the same time.

Give Back to the Community

During the season of giving, align your business with a charity. This gives your customers a simple way to give back to the community. It also allows them to feel good about spending, as they know they're doing good with every purchase.

Whether you'll donate a percentage of every sale, collect items to donate, or gather employees for a day of volunteering, use social media and email campaigns to help get out the word. Keep customers apprised of progress — "We're 75% of the way there! Will you help us reach our goal?" When it's time to make the big donation, let your customers know by documenting the results in your blog, through emails or on social media. (Don't be afraid to seek media coverage, too!)

One caveat: Be sure the charitable cause you align your business with is legitimate. The Federal Trade Commission offers an online guide to donating wisely and avoiding scams.

Show Your Gratitude

The holidays are an ideal time to engage with customers by expressing your thanks for their business. All of your customers should receive a thank you of some sort for their business over the past year, whether it's through an email or an actual card. And speaking of cards, in a world dominated by electronic communications, a hand-written card goes a long way toward expressing your appreciation. If you have major clients or accounts, consider sending your holiday wishes in a basket of locally made goodies. Don't forget to throw in your company's promotional items, too.

When the holidays arrive, make the most of the giving season. By providing your customers with opportunities to engage and interact, you can create goodwill toward your brand.

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