Small Business Saturday has become a national movement built on the larger "shop local" trend and growing consumer interest in purchasing locally sourced goods and services.

Taking place annually the Saturday after Thanksgiving in the U.S., Small Business Saturday helps kick-off the busy holiday shopping season and has become one of the biggest shopping days of the year for local businesses. In 2015 alone, nearly 100 million Americans spent more than $16 billion in support of small business.

Opportunity for insurance agents

While frequently associated with retail-based businesses, Small Business Saturday is an opportunity for insurance agents looking to connect with their current customer base and engage new customers as the holiday season begins. In fact, insurance agencies share a lot of the same qualities as local retail shops — such as attention to customer relationships, engagement in the community, and supporting local families by offering rewarding careers and quality services. This year, agents should view Small Business Saturday as an opportunity to market their business alongside their retail neighbors.

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

(Photo: iStock)

1. Partner with other local businesses

What better way to amplify your insurance agency than fully embracing the "shop local" message and partner with neighboring businesses? For example, combine your marketing efforts with a like-minded or complementary business, such as a local home improvement store or car dealer. Or, join forces with the other businesses on your block to host a progressive shopping experience where potential customers are incentivized to visit each location. When small businesses unite, they are stronger together.

(Photo: iStock)

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 of town. Visit the events page of the Chamber of Commerce or check your local paper to see which events make the most sense to associate your business with.

Not finding what you’re looking for? Go ahead and start your own event around the ‘shop local’ theme. These don’t have to be big parties or events with big budgets — just something interesting or fun, such as a neighborhood night out or sidewalk sale. Better yet, and in-line with the holidays, sponsor a Giving Tree or other charitable activity that brings the local community together for the greater good.

(Photo: Thinkstock)

3. Kick-start your social media presence

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

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

Topics for your posts should include a mix of insurance tips and reminders, promoting other local businesses, fun holiday-related content, and the occasional self-serving market post. Don’t forget to use the hashtag #SmallBizSat leading into and on Small Business Saturday #ShopSmall throughout the season to join the larger conversation.

(Photo: iStock)

4. Offer a promotion

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

One option is to give away raffle tickets for a free consultation to inform your audience about different insurance options. Or, run a trivia contest with a community-centered theme and offer a gift card to a local retailer or restaurant as a prize. Even consider leveraging your customer base as a sales force by offering a prize to the customer that refers the highest number of new customers by the end of the year.

(Photo: Thinkstock)

5. Keep the momentum

As an agent, you work hard to build relationships with your current and potential customers. But, Small Business Saturday is just one day. Look for ways to keep in contact with them throughout the year.

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

Remember that customers often choose small businesses and agencies over larger, national chains when they feel a personal connection to the business — by consistently staying in contact, you’ll continue the Small Business Saturday momentum into 2017 and beyond.

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

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5 ways insurance agencies can take advantage of Small Business Saturday

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