Small BusinessSuccess ToolkitFrom the leader in online marketing tools & coaching for small businesses.
What is                                 the Small                                 Business                                ...
Why bother with this toolkit?                              What we’ll show you:                            What you’ll nee...
How to Createa Great OfferThe key to a great offer is that it’s compelling enough to get peopleto act. It also needs to br...
How to Create a Great OfferHere’s an example of how to put it all together:Heavenly CroissantsStep 1             Heavenly ...
Your Small BusinessPromotional PlanWith a great offer, promotional plan, and the tools to help you execute the planyou’ll ...
Your Small Business Success Promotional PlanHow to promote your Small Business Success offer:  In-store promotion         ...
Your Small Business Success Promotional PlanHow to Execute Your PlanYou now have a simple plan to get the word out about y...
Your Small Business Success Promotional PlanGet preparedOnce you have everything scheduled you’ll have your promotional pl...
How to ExtendYour SuccessThroughout theRest of the YearCongratulations! You’ve successfully put together a great plan to m...
How to Extend Your Success Throughout the Rest of the YearWhat is the Engagement Marketing Cycle?Simply, you provide your ...
Evaluate your successOnce your event is over it’s time to evaluate what you’ve done. Whatworked? What adjustments can you ...
Online Engagement Marketing tools & coaching                      to help small businesses and nonprofits grow. Email Marke...
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Small Business Success Toolkit

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We’re going to show you how to encourage more customers to shop with you during your special, designated shopping day, week or month.This toolkit will help you set goals for this time and create a great offer to help you reach them.
You can also use the ideas found in this toolkit to grow your business throughout the year.

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Small Business Success Toolkit

  1. 1. Small BusinessSuccess ToolkitFrom the leader in online marketing tools & coaching for small businesses.
  2. 2. What is the Small Business Success Toolkit? This toolkit was inspired by Small Business Saturday. However, any day of the week can be designated as a special shopping day, week or month. Let’s make it your best customer shopping day, week, or month ever!Small Business Success Toolkit Share this toolkit with other small businesses. 2
  3. 3. Why bother with this toolkit? What we’ll show you: What you’ll need:We’re going to show you how to encourage 1 How to put together a PLAN to let A place to hang signage in-storemore customers to shop with you during your customers know about youryour special, designated shopping day, week special shopping period and why A permission-based email list of customers toor month. they should shop with you. contact (We’ll provide you with templates.)This toolkit will help you set goals for this time 2 How to EXECUTE your plan. Not using Email Marketing from Constantand create a great offer to help you reach them. Contact? Start a FREE trial today. 3 How to EXTEND this simpleYou can also use the ideas found in this toolkit framework for continued success A Facebook Page (We’ll provide you with ideasto grow your business throughout the year. throughout the rest of the year. and examples of engaging Facebook posts.) Sound good? Let’s get started by setting a goal and creating an offer to entice people to come to your store for this special day. Small Business Success Toolkit Share this toolkit with other small businesses. 3
  4. 4. How to Createa Great OfferThe key to a great offer is that it’s compelling enough to get peopleto act. It also needs to bridge the gap between your customer’sneeds and your success.So how do you do it? Let’s take a look. Small Business Success Toolkit Share this toolkit with other small businesses. 4
  5. 5. How to Create a Great OfferHere’s an example of how to put it all together:Heavenly CroissantsStep 1 Heavenly Croissants chooses to get 100 customers to their store.Step 2 Heavenly Croissants has had great success with offering a percentage off to their best customers. The customers consider it a nice little “thank you.”Step 3 Heavenly Croissants also understands its coffee and pastries are an important part of its customers’ morning.Step 4 Heavenly Croissants puts it all together to create a delicious deal of 15% percent off a customer’s next purchase which they can promote as a “thank you” to its customers for shopping with them during that time. Now that you have a great offer it’s time to put a plan into place to let people know about it. Let’s go! Small Business Success Toolkit Share this toolkit with other small businesses. 7
  6. 6. Your Small BusinessPromotional PlanWith a great offer, promotional plan, and the tools to help you execute the planyou’ll be in a great position to have your most successful promotion ever!You already know your goal and what you’ll be offering. The next step is to puttogether a promotion plan. We’ll provide you with resources to create consistentbranding across all your promotional activities. Small Business Success Toolkit Share this toolkit with other small businesses. 8
  7. 7. Your Small Business Success Promotional PlanHow to promote your Small Business Success offer: In-store promotion Email promotion Facebook promotion As early as 7 weeks out from your Small We suggest an email plan that includes In addition to your regular Facebook updates Business Event, you’ll want to place a total of five email messages, one per follow the same five week schedule* as special signage in store so your customers week*, but do what works for you and your your email updates about this promotion. will know that you’re organizing business. At the very least try to send an You can schedule your own updates ahead this special promotion. announcement of your offer, a reminder, of time or use the ones we’ve provided for and a “Thank You” message. you in this toolkit. Encourage them to stay in touch by joining your email list so you can send * (see page 10) * (see page 11) them information about your offer and get them back to the store. If you’re using Constant Contact for your If you’re using Social Campaigns from email marketing, we have many industry- Constant Contact, we’ve created many specific templates for you to choose from. Just different types of campaign templates insert your business info and content and you’ll for you. Log in to use the templates and be ready to schedule. Log in and create a new schedule your Facebook campaign now. email to use the templates now. Small Business Success Toolkit Share this toolkit with other small businesses. 9
  8. 8. Your Small Business Success Promotional PlanHow to Execute Your PlanYou now have a simple plan to get the word out about your special event andencourage people to shop with you by letting them know in the following ways:when they visit your store, via email, and by updating them on Facebook.What now? Let’s work on how to execute your plan.First, you’ll want to take the time to create the content for your emails and Facebookposts. Your prep work on the previous pages should make this easy! And, if you’reusing Constant Contact’s Email Marketing or Social Campaigns tools, be sure you checkout our specially created retail templates, designed to match your colors and brand.Next you’ll want to schedule your emails and Facebook statuses and prepare yourbusiness for your event. Constant Contact’s Email Marketing tool will allow you toschedule your email message in advance and you can also schedule your Facebookupdates ahead of time too. p Ti Remember to use all your available networks. Include info about your special event on your website, blog, and any other social networks your business is active on. Small Business Success Toolkit Share this toolkit with other small businesses. 12
  9. 9. Your Small Business Success Promotional PlanGet preparedOnce you have everything scheduled you’ll have your promotional plan on autopilot.Now you’ll have more time to focus on making sure your store is properly stockedand staffed for your event. Get ready to give your customers a great experiencewhen they shop with you.And, don’t forget to ask new customers to join your email list while they’re in yourstore during this special promotional period. This way you’ll be able to keep in touchwith them and keep them coming back to your store!Check in on how things are goingBe sure to check in with your email marketing stats 48 hours after each of youremail messages goes out to see who’s opening your emails and who’s sharingthem with their friends. You’ll also want to track what’s happening on your socialnetworks. This way you can engage with the people commenting and thank themfor sharing your updates.In the next section we’ll look at what you can do to extend the success of this event.This way you can encourage repeat business and gain new customers throughword-of-mouth throughout the year. Small Business Success Toolkit Share this toolkit with other small businesses. 13
  10. 10. How to ExtendYour SuccessThroughout theRest of the YearCongratulations! You’ve successfully put together a great plan to make the mostof your special event. But don’t stop now. You’ve gotten people to your store onthis special day. You’ll want them to come back and bring their friends. Now is agreat time to start the Engagement Marketing Cycle. Small Business Success Toolkit Share this toolkit with other small businesses. 14
  11. 11. How to Extend Your Success Throughout the Rest of the YearWhat is the Engagement Marketing Cycle?Simply, you provide your customers with a WOW! experience wherever they engage withyou. This could be in store, on the phone, at an event, or online. Then you entice yourcustomers to connect with you by joining your email list or connecting with you on socialmedia. Then engage with them to deepen existing relationships and create social visibilityand word-of-mouth for your business to bring in repeat and new customers. The cyclerepeats from there. Provide a “WOW!” prospects ew EXPERIENCE N OP ENTICE EN Ratings Comments to stay & Shares in touch Social Word of Mouth ENGAGE people En gag eme ib ility n t d r iv e s s ocial vis Want new customers? Find out more about how Engagement Marketing can help you find your next great customer. Get the book! Small Business Success Toolkit Share this toolkit with other small businesses. 15
  12. 12. Evaluate your successOnce your event is over it’s time to evaluate what you’ve done. Whatworked? What adjustments can you make so that things work better?Repeat the framework outlined in this toolkit at other times duringthe year. Implement your adjustments and once again evaluate yoursuccess and make any necessary adjustments.If you’ve found this toolkit helpful, share it with other small businesses. Tweet This! “Use this Small Business Success Toolkit to get more customers. Thanks @ConstantContact! http://conta.cc/UcRbRh” Small Business Success Toolkit Share this toolkit with other small businesses. 16
  13. 13. Online Engagement Marketing tools & coaching to help small businesses and nonprofits grow. Email Marketing Social Campaigns EventSpot SaveLocal SinglePlatformBuild relationships from Turn Facebook “likes” Control every phase Create deals your Customize your online the inbox that keep and shares into real, of the event process way and find your listings and stand outcustomers coming back. measurable results. from one place. next great customer. to new customers. Connect with Constant Contact. Everywhere.

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