Happy New Year! Now is a great time to refresh, review, or rethink your business strategy based on the results you achieved during the past year. It never hurts to look at your entire operation holistically to get a fresh perspective on what methods proved to be successful–or identify those that can be eliminated because they failed to gain traction. Develop a plan for 2025 that is nimble enough to support changes in technology that directly impact the retail industry. It should also leverage social media to build customer relationships and create more personalized connections.

Incorporating new ideas and analyzing trends will shape your thinking, help you move ahead of the curve, and gain insight into the motivation of competitors. Although many small businesses have a limited advertising budget, here are three ideas to consider before you create your plan.

Developing Video Content
Our desire to access information quickly and easily have made videos increasingly popular with consumers. Creating your own YouTube Channel will enable you to capitalize on this growing social media trend, attract new customers, and build community among existing customers. The average online video is about 4 minutes. Becoming a YouTuber or posting videos on your company’s website can be a relatively inexpensive way to demo products or promote seasonal and in-store events. Over 72% of customers prefer video-to-text ads, and video can help your brand stand out in a crowded marketplace.

• 54 percent of consumers want to see more video content
• 83 percent of global consumers prefer to access content by watching YouTube
• 73 percent of consumers want social media videos to be “entertaining”

Product videos can highlight the features and benefits of your products or services. How-to videos can show how products can improve customers’ lives.

Social media videos are ideal for increasing engagement on social media. Humorous or educational videos can also help your operation reach more people. Encourage your customers to share them on their own social media.

Brand awareness videos create an emotional connection with new or existing customers with high-quality YouTube videos to increase brand visibility and recognition.

Customer testimonials that feature real customers sharing their experiences with your store are a great way to develop heartwarming videos.

Brand story videos provide insight into your business’s history, mission, and what differentiates you from competitors.

Generating Facebook Reviews
Consumers have grown weary of fake advertising and paid actors who pretend to be “real people” whose lives have been miraculously transformed by the products they promote. Customers reward authenticity and prefer to rely on word-of-mouth reviews posted by people who have purchased and used the products. Home Improvement retailers have a reputation for delivering outstanding service to their customers. Make it a habit to ask loyal customers to post positive reviews about their experiences online. Why is it important?

• 88 percent of people trust online reviews
• Potential customers check Facebook reviews to get community input

Why Omni-channel Marketing?
Traditionally, retailers choose to advertise on television, magazines, or radio. But, instead of advertising on separate platforms with distinctive audiences and brand messages, omnichannel marketing creates a 1:1 seamless experience across platforms. It is a journey through the buying process that can occur in-store, on the company website, via a mobile app or social media, or even through a catalog using various devices. The outcome should be a consistent experience that reinforces the message and builds brand awareness. Here’s how to get started:

• Use logos, imagery, voice, and general look and feel in every campaign.
• Follow a schedule to engage customers regularly across each channel
• Employ tactics in your campaign that “move” customers from one channel to another to maintain interest and generate excitement. For example, send out an email that drives traffic to your website.

Remember to plan and brainstorm ideas with your employees. Getting everyone involved will generate more ideas and offer different perspectives.