You’ve taken the photograph. Written the post. Remembered to put it on Facebook and Instagram. Perhaps you’ve even sent an email.
Someone sees it and thinks, “That would make a good Christmas present.”
Then they try to find the price. Or your opening hours. Or how to order.
Five minutes later, they’ve been distracted by something else. You’ve done the work to get their attention, but they still haven’t bought anything.
Before you write your next Christmas promotion, ask yourself this:
If someone discovered your business today, how easily could they spend money with you?
When you know your business inside out, it’s easy to forget what other people don’t know.
You know where the entrance is. You know you close early on Wednesdays. You know customers can order over the phone.
Someone finding you for the first time knows none of that.
Through thebestof Sudbury, I spend a lot of time helping people discover local businesses. Getting their attention is one part of the job. Giving them enough information to take the next step matters just as much.
At Christmas, that might mean explaining:
What the product or service costs.
Who it would make a suitable gift for.
Whether it’s available now or needs ordering.
How to buy or book.
When it can be collected or delivered.
A photograph of a gift hamper is a start. A photograph with the price, contents and collection details gives someone enough information to make a decision.
There are few things more frustrating than making a special trip to a shop and finding it closed.
Check your website, Google Business Profile, social pages and any directory listings you use. If your Christmas hours are different, make that clear. Include the dates.
A post saying “We’re open late on Thursday” can become confusing when someone finds it a fortnight later.
And remember that people may discover an older post through a search or a share. You can’t control where they first find you, but you can make your current information easy to check.
If you’re promoting Christmas bookings, where does the link take people?
Can they see the Christmas menu and book a table? Or have they arrived on your homepage and now need to find their own way?
The same applies to gifts, appointments and vouchers.
Open the link on your phone. Follow the steps as if you were a customer. Check that the page works, the information is current and the next step is clear.
Ask someone who doesn’t know your website to try it too. Watch where they hesitate. That will tell you more than another hour spent tweaking your caption.
Gift vouchers can be useful for customers who want to give an experience, support a local business or avoid choosing the wrong thing.
But “Gift vouchers available” leaves quite a few questions unanswered.
What amounts can people buy? Can they choose their own amount? Is it a printed voucher or an email? Do they need to collect it? How long is it valid for?
If someone is buying a present at the last minute, those details could decide whether they buy from you.
Tell them how to get one, too. “Call us to order a voucher for collection” is a clear instruction. So is a link that takes them straight to the voucher page.
Local businesses have plenty to offer Christmas shoppers. Advice. Product knowledge. Help choosing something suitable.
There may also be practical benefits you haven’t thought to mention.
Perhaps you can put an item aside until Saturday. Perhaps you offer gift wrapping. Perhaps customers can collect an order on their way home from work.
If you offer these things, tell people.
They help someone work out how buying from you will fit into their day.
Look through your recent messages and emails. What are people asking?
“Do I need to book?”
“Can I bring the children?”
“Where can I park?”
“Have I left it too late to order?”
Those questions are useful clues. If several people have asked, others may be wondering the same thing.
Put the answers where customers are likely to need them. Include parking details with an invitation to visit. Put the order deadline alongside the product.
It also saves you answering the same message when you’re trying to serve customers.
It might be worth adding these to your website. The AI mode in Google and Bing will pick up that information and share it when people search.
Before your next Christmas post goes out, take a few minutes to check the journey from seeing it to making a purchase.
Can someone find the price? Does the link work? Are the opening hours right? Is it clear what they need to do next?
You might spot a small change that makes buying much easier.
You’ve worked hard to give people a reason to choose your business this Christmas. Make sure they can follow through.
If you’d like a fresh pair of eyes on how your business appears to local customers, get in touch with me at thebestof Sudbury. We can start with a Marketing MOT and look at what would help.
