How Service-Based Businesses Can Maximize Both Impact and Experiences
A recent survey found that many Americans plan to skip Black Friday and Cyber Monday because of concerns about scams and misleading online offers. That means fewer people glued to national retailers’ discount pages and more who are looking toward trusted, local businesses for support this holiday season.
While Small Business Saturday marketing ideas have traditionally been retail-focused, the Michael Mackenzie Communications team wants to remind you that service-based small business owners can – and should – take advantage of this shift toward local trust.
Whether you’re an attorney, managed service provider (MSP), SaaS provider or any kind of professional service, your local community is primed to hear from you. Here are 10 ways to position your service business for maximum impact with Small Business Saturday promotions.
1. Position yourself as the local experts your community can trust
Increased fraud rates, economic pressures and consumer sentiment are on the rise year over year. People want to work with local partners who have real reputations, not faceless online companies.
Adapt your marketing strategy to take advantage. Use Small Business Saturday to highlight the value of choosing a local expert: your proximity, your responsiveness and your stake in the community’s success.
2. Offer a limited-time consultation or assessment
Retailers discount products to attract customers, and service businesses can discount access. Create a Small Business Saturday-only offer for new customers, such as:
- Reduced-rate introductory consultations
- Complimentary planning or strategy sessions
- “Starter” assessments focused on one key area of need.
3. Create a giftable service bundle
Package your expertise into gift cards or service bundles and position them as useful, local gift ideas that offer peace of mind and practical support. Think of options like:
- General checkups or reviews relevant to your field
- “New client essentials” service packages
- Professional services starter bundles
4. Partner with other local businesses
Cross-promotion is one of the most effective and affordable ways to extend your reach. Consider building relationships and teaming up complementary local service providers for a year-end planning session or a co-hosted “start the year strong” webinar. Co-marketing expands visibility for everyone.
5. Highlight local client success stories
A great Small Business Saturday marketing idea is to share stories that show your impact on local families, entrepreneurs and organizations. After all, your loyal customers’ wins are your strongest proof points. These stories create trust, relatability and community connection.
6. Host a mini open house or lunch-and-learn event
A short educational session reinforces your role as a local community resource along with drawing interest to generate warm leads. Try a 20- or 30-minute session on topics that highlight your expertise, which could include things like:
- “5 security red flags small businesses miss”
- “What local business owners should review legally before Dec. 31”
- “How to reduce stress and stay productive during the busy season”
7. Offer bite-sized starter services
Not every customer is ready for a full engagement, but a Small Business Saturday quick win can be the perfect entry point.
These kinds of smaller offerings make it easier for potential customers to try your services out: website or social media audits, legal compliance check, cyber hygiene or password audits, etc.
8. Promote a referral or loyalty bonus
This is the perfect time to encourage existing customers to help spread the word and multiply your marketing efforts. Everyone is already talking about Small Business Saturday, so make it official (and easy) for your best clients and other business owners to refer you.
Possible incentives could include:
- Referral credits
- Bonus review sessions
- Service upgrades for booking during the Small Business Saturday window
9. Spotlight your team and your local story
Service businesses rely on trust and human connection. Share your origin story, introduce your team and highlight how you support your community. It personalizes your brand and reinforces why supporting local matters.
10. Remind people of easy, free ways to support you
Small Business Saturday can redefine ROI in multiple ways, from boosting sales to increasing visibility. It’s vital to let your community know how meaningful these small actions add up to be:
- Leaving a Google review
- Referring a friend
- Sharing your social media post
- Joining your email list
- Downloading a resource
- Engaging with your educational content
For added visibility and networking, explore the Small Business Marketplace created by Constant Contact. It’s a community hub where small businesses can connect, collaborate and get discovered throughout the year.
Stay connected and visible
Small Business Saturday isn’t just a date on the calendar; it’s an opportunity to deepen relationships and show your community what makes your service business essential.
Every small interaction can lead to your next great client.
Happy Small Business Saturday from our team at Michael Mackenzie Communications!
This blog is courtesy of Account Manager Angela Wijesinghe.