Prep your marketing strategy: a business guide for hashtag holidays

There’s a holiday for everything these days, whether there needs to be or not. Today is National Cappuccino Day. Tomorrow is National Scrapple Day. Who even comes up with these?

The official holiday season is already well underway, and you’re likely already thinking about how to incorporate the holiday spirit into your business (if you’re not, you should be). But what about those unofficial “hashtag holidays” that occur largely in the social media space? Should you care about them? Well, you probably don’t have to worry about National Applesauce Cake Day (June 6th), but there are a few you should be paying attention to–especially this month.

Small Business Saturday | November 25th

Holiday advertising is heavily tilted towards large companies with millions of dollars to spend–think Walmart, Target, Macy’s, etc. It’s no surprise that these are the places we hear most about on Black Friday. But social media has helped to level the playing field, and smaller businesses are finding ways to skip Black Friday entirely.

Small Business Saturday shines a spotlight on those smaller businesses that can’t keep up with corporate advertising. Held on the Saturday after Thanksgiving , Small Business Saturday encourages shopping at local stores and services. It’s a wildly successful day, with 72% awareness among consumers and high levels of participation across the country.

If you own a class-based business, this is a great day to introduce your services to potential new clients. Host a special class at your facility and invite the community to stop by. You might even co-host an event with another local business. Then make the day memorable. Don’t forget to invite everyone back to another class, and maybe even offer a discount. If you sell class bundles, suggest one as a holiday gift. There’s a good chance you’ll be able to pick up a few new clients.

Popular Hashtags: #SmallBusinessSaturday, #SmallBizSat, #ShopSmall, #ShopLocal

Cyber Monday | November 27th

Last year Cyber Monday set a record for U.S. e-commerce. Consumers spent $3.45 billion online in a single day. And the good news for business owners is that this year is almost guaranteed to be even bigger.

Shopping online is easy. Thats a big part of why Cyber Monday has become so successful. Don’t allow your class-based business to be left out. Your clients will already be in the mindset to shop, so have something available for them to buy. Offer special one-day-only pricing on merchandise or class bundles. You might even offer an extra, special discount for members (with, of course, a link for new clients to sign up).

Remember that your clients will be pelted all day long by Cyber Monday advertising. Make sure you keep your business top-of-mind. Email your clients to let them know about the deals, remind them on social media, and have obvious links on your website. It should be easy for shoppers to quickly find what you’re selling.

Popular Hashtags: #CyberMonday, #flashsale

Giving Tuesday | November 28th

On Giving Tuesday shoppers are urged to donate to non-profits and charities instead of buying things for themselves. It’s a break from the frenzy of shopping that the rest of the hashtag holidays encourage. It may seem odd to include a holiday meant for charities on this blog meant for business owners, but this is a great branding opportunity for your business that you shouldn’t let slip by.

Identify a charity (or charities) that operate in the same space as your business. For example, if you run a dog training academy then a relevant nonprofit would be the local chapter of the humane society. Encourage your clients to give through your social media channels, and even consider making a donation from your business. Promoting a charity reflects well on your brand and your clients will notice. It’s a small gesture with a big effect.

Popular Hashtag: #GivingTuesday

A day for everything

There are plenty of social media calendars available on the internet–here’s one example. There are so many hashtag holidays now that every calendar will be a little bit different. Browse through them and find days that are relevant to your business. It may seem silly sometimes, but it’s a chance to get creative, have some fun on social media, and engage with your clients.

Don’t see a hashtag holiday that fits your business? Start one. Then let us know in the comments so we can help you spread the word!

PRO TIP: Don't use more than two hashtags in a Tweet. It actually lowers engagement! Here are more best practices for hashtages.