HOW CELEBRATING HOLIDAYS ON SOCIAL MEDIA CAN BENEFIT YOUR BUSINESS October 17, 2023 | Marketing , Social Media | client satisfaction , networking , Facebook , LinkedIn , digital marketing By Stepha Vesper, NPI, Inc.'s Senior Marketing Communications Strategist As your business grows, building an audience online can quickly become a strong stream for new leads and an opportunity to set yourself apart from your competition. In our previous article discussing how to use pictures to boost engagement on social media, we talked about how varied content is important for businesses that want to improve their performance online. While this is a great goal in theory, coming up with a consistent stream of unique content is tough. That’s why if you haven’t jumped onto the holiday post train yet, now is the time to start! Holiday posts are a great way to capitalize on current events in a way that breaks up your regular social media schedule. For some extra inspiration before the holiday season really kicks into gear, here are some things to consider when it comes to posting during the holidays! Choose Which Holidays to Highlight Capitalizing on a holiday on social media isn’t as simple as looking at the next one on the calendar and making a graphic to accompany it. Ideally, owners and social media managers should take some time to think about why their business has something to add to the conversation, or whether a particular holiday is relevant to their industry. Most businesses should be able relate their services to the major holidays (Christmas, Thanksgiving, Halloween, etc.), but it’s also important to identify relevant industry-specific holidays worth shouting out. For example, property inspection companies would be smart to look at Fire Prevention Month, National Radon Action Month, Home Inspection Month, and National Small Business Week all as opportunities to bring attention to add-on services. Before selecting a holiday to share some well wishes or to spread awareness for your business, take some time to consider what message you’re getting across. Does this holiday present your business in a positive light? Does it highlight the value of one of your services? Are you reflecting your brand values? Holiday posting can be a vehicle to drive whatever goal you have in mind for your business. Just be sure not to bombard your audience with too many in close succession (remember: variety). Post Something Shareable After identifying which holidays you’d like to celebrate, try to find some time in advance to come up with something custom to share. Pictures, custom graphics, and videos all tend to have much greater engagement compared to some simple text or article link. In particular, if you’re looking to generate content that’s sure to keep your audience’s attention, videos might be the best option. Holiday posts are also a great time for limited time events, contests, discounts, and giveaways - all of which are very shareable. With every promotion, think about what goal you are trying to accomplish. Perhaps you’re trying to boost your follower count with a giveaway, or maybe you’re looking to increase the amount of Radon inspections you perform throughout the duration of the promotion. Create a sense of urgency and don’t forget to include a CTA (call to action) within your posts to maximize your returns. Participate in the Festivities Finally, holidays are a great time to get involved on social media, and in your community. Great business owners know how important it is to develop relationships with other businesses in their community, so find a way to celebrate together through a cross-promotional post. Accessing another business’s audience can quickly expand your audience, and the action should benefit both parties. Another way to participate with another business, or simply show yourselves giving back to the community is through a coordinated volunteer event. Many holidays are about giving thanks, showing appreciation, or supporting your fellow man, so consider donating an afternoon to a good cause and then sharing a few pictures of your team at work after the fact. Not only does this humanize your brand and emphasize a focus on your community, it can convince others to do the same. Get ready for the holiday season this year by spreading cheer on social media! If you’d like help creating custom graphics for a promotion or holiday, reach out to our marketing team . If you’d like to learn more about how your business could benefit from franchising with NPI, contact our recruitment team ! About the Author Stepha Vesper, Senior Marketing Communications Strategist Stepha holds two advanced writing degrees and has more than nine years’ experience creating blog articles, PR pitches, emails, website copy, print mailers, social media posts, newsletters, and taglines. Stepha also specializes in marketing training, strategy, and consultation, particularly in the areas of social media and email marketing. Her favorite part of her job at NPI is assisting franchisees with their digital marketing strategies so they reach their goals faster.