Small Business Saturday Tips
To better connect with not only Millennials and Gen Z on Small Business Saturday (November 26th), merchants and Main Street partners need to have their digital houses in order.
That means that, at an absolute minimum, they must take care of what we call The 2 Things - a claimed, completed, and up-to-date Google Business Profile including correct operating hours (part of what feeds Google Search and Google Maps) and an active Facebook Page. Keep in mind that for young folks, "Facebook is for old people," but many do have accounts there and will check a business Page to see if it is active/if the business is still open.
Next, to specifically reach a younger demographic, businesses need to do what's always been true - meet prospective customers where those customers spend their time, both online and offline.
Also please remember that the oldest Millennials are in their early 40s. Many have families, and even money to spend. :)
According to the current Pew Research Center Social Media Fact Sheet, the top digital platforms where younger folks spend the most time are (in very rough order) YouTube, Instagram, Snapchat, and TikTok.
No, you don't need to be on all of them.
Try for two - repurpose videos you're already making by uploading them to your YouTube channel, and then one other platform. The easiest one to learn for many businesses is probably Instagram. Don't forget to do searches on Instagram for posts from store locations, in addition to responding when tagged in someone's IG post or Reel or Story.
Claim your business/brand name on the other platforms, though, so that someone else can't get it. Say in the bio "Not an active account" so people who find you don't expect up-to-date posts.
In many cases, Millennials and Gen Z use those other platforms as search engines, in addition to Googling, so be clear in account bios and posts where you are located, specifically what you sell, that you are independent and locally-owned, and that Small Business Saturday is a terrific opportunity for customers to support their town's local economy.
Hope that helps!
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Sheila Scarborough
Co-founder
Tourism Currents
Round Rock TX
[email protected]
