Small Business Saturday has becomea national movement built on the larger "shop local" trend andgrowing consumer interest in purchasing locally sourced goods andservices.

Taking place annually the Saturday after Thanksgiving in theU.S., Small Business Saturday helps kick-off the busy holidayshopping season and has become one of the biggest shopping days ofthe year for local businesses. In 2015 alone, nearly 100 millionAmericans spent more than $16 billion in support of smallbusiness.

Opportunity for insurance agents

While frequently associated with retail-based businesses,Small Business Saturday is an opportunity for insurance agentslooking to connect with their current customer base and engage newcustomers as the holiday season begins. In fact, insurance agenciesshare a lot of the same qualities as local retailshops — such as attention to customer relationships,engagement in the community, and supporting local families byoffering rewarding careers and quality services. This year, agentsshould view Small Business Saturday as an opportunity to markettheir business alongside their retail neighbors.

On the following pages are five key marketing strategies andtactics that insurance agencies can employ to kick-off the holidayshopping season on Small Business Saturday, take advantage of the"shop local" trend, and maintain sales success through thebusy holiday season.

Related: 5 strategies for buying or sellingsmall-business coverage

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1. Partner with other local businesses

What better way to amplify your insurance agency than fullyembracing the "shop local" message and partner with neighboringbusinesses? For example, combine your marketing efforts with alike-minded or complementary business, such as a local homeimprovement store or car dealer. Or, join forces with the otherbusinesses on your block to host a progressive shopping experiencewhere potential customers are incentivized to visit each location.When small businesses unite, they are stronger together.

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2. Sponsor or host a community event

An insurance agency is already an integral part of the community,so make it official. From art walks to farmer’s markets,take advantage of what’s already going on in your part oftown. Visit the events page of the Chamber of Commerce or checkyour local paper to see which events make the most sense toassociate your business with.

Not finding what you’re looking for? Go ahead and start your ownevent around the ‘shop local’ theme. These don’t have to bebig parties or events with big budgets — just somethinginteresting or fun, such as a neighborhood night out or sidewalksale. Better yet, and in-line with the holidays, sponsor a GivingTree or other charitable activity that brings the local communitytogether for the greater good.

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3. Kick-start your social media presence

The holidays are a social season and an opportunity to meet newcustomers, both in-person and online. If your agency isn’t alreadyon social media, like Facebook or Twitter, now is a great timeto start.

If you are already engaging with customers online,Small Business Saturday is an opportunity to remindfollowers that you’re also a small business — but,be cautious of overselling. Instead, think of yourself as a contentcreator and aggregator.

Topics for your posts should include a mix of insurance tips andreminders, promoting other local businesses, fun holiday-relatedcontent, and the occasional self-serving market post. Don’t forgetto use the hashtag #SmallBizSat leading into and on Small BusinessSaturday #ShopSmall throughout the season to join the largerconversation.

Related: How to find high-quality prospects with Facebookand LinkedIn ads

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4. Offer a promotion

Product promotion is a tried-and-true method for enticing customersto visit and purchase from your business. As an agency, this can bea little more complicated as insurance isn’t a tangible a gift thatcan be offered. However, there are a few ways to take advantage ofthis idea.

One option is to give away raffle tickets for a freeconsultation to inform your audience about different insuranceoptions. Or, run a trivia contest with a community-centered themeand offer a gift card to a local retailer or restaurant as a prize.Even consider leveraging your customer base as a sales force byoffering a prize to the customer that refers the highest number ofnew customers by the end of the year.

Related: 6 ways to foil small business stagnation,accelerate growth

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5. Keep the momentum

As an agent, you work hard to build relationships with your currentand potential customers. But, Small Business Saturday is just oneday. Look for ways to keep in contact with them throughout theyear.

Ask to collect contact information such as email addresses andsocial media handles so you can share special offers andpromotions. Consider creating an email newsletter andhighlight various local businesses after the new year.

Remember that customers often choose small businesses andagencies over larger, national chains when they feel a personalconnection to the business — by consistently staying incontact, you’ll continue the Small Business Saturday momentum into2017 and beyond.

Related: Take the pain out of cross-selling with anautomated email campaign

Doris Gonzales is the national sales director for QQSolutions, a division of Vertafore.