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Small business is big business. More than half of Americans own a small business or work for one, and two out of three new American jobs are small business jobs. National Small Business Week is an annual event that too few businesses take advantage of.
Despite all the things Americans disagree about, small businesses are the ones everyone supports: According to the Pew Research Center, 86% of Americans had a favorable opinion of small businesses in February (compared to 80% in October 2022).
With great government support and the favor of almost all Americans, you should take advantage of National Small Business Week.
Related: One founder’s giant side hustle is helping small businesses and on track to generate more than $50 million this year
What to do
National Small Business Week is a great opportunity to remind customers, potential customers, and your community that you are in business, that you are an important part of the American economy, and that you are an important part of the community. Through some basic activities, you can take advantage of your community’s predisposition to favor you. If you do it right, you’ll end up with a few extra dollars in your pocket. You will strengthen ties with current customers and connect with potential customers.
Keep these six key goals in mind as you plan.
- Raise awareness. Do something that tells everyone you are a small business in the community.
- Thank your customers. Do something that shows your customers that you appreciate their business.
- Tell your story. Explain who you are, what your business is, and how you connect with customers and the community.
- Collaborate with other small businesses. Showcasing the “we’re all in this together” façade to the community adds good feelings and keeps shoppers and customers in the neighborhood. This strategy is ideal when your business complements another (for example, a home painting business and a landscaper, or a dog walker and a veterinary clinic).
- Net. Building a relationship with others gets you mentioned and brings customers to your store, your phone, and your website.
- Do business with other small businesses. Whenever you can, do business with someone whose business will grow like yours.
Related: Serving Small Businesses for 10+ Years – Here are 3 Investments to Consider That Will Help You Succeed
10 specific things to do to shine during National Small Business Week
But what should you do? Here are some tips, but don’t limit yourself to just these. The more creative you are, the more successful you should be.
- Email customers to let them know you’re making a great contribution to National Small Business Week. Simply tell your email list you’re attending and what you’re doing. Consider an email marketing platform if you’ve never done it before. Many start with a free trial option; this email is a great opportunity to test them. (And if you don’t have an email list: create one!)
- Do a local promotion. Remind people that your business is part of their community. What you do will depend on your business, but some ideas may include discounts, buy one get one free, a free sample or trial service, or a free item for business during the week. Announce it via email, a sign in your window, or purchase an ad in your local newspaper or community web page. Then monitor its functioning by comparing sales or web page codes. A document management system (DMS) helps manage tracking by scanning all receipts and invoices and assigning them to this promotion.
- Unpaid local media. Talk to local media about doing a National Small Business Week story and mention your participation. They may end up mentioning you in their story or even doing a remote from your location if you have a physical location. Most local radio and television stations have a news hotline or tip line on their website. Local websites often want stories.
- Paid local media. Use local newspaper ads, flyers, posters and billboards, or targeted digital ads.
- Education. Find a way to share what you know with prospects and customers. If you run a landscaping business, teach a class on how to select plants. If you’re a web designer, take a course on creating a business website. Promote it in your email or in one of the ways mentioned above.
- Be social. Mention your participation on Facebook, Instagram, X (formerly Twitter), LinkedIn, Pinterest or YouTube (if you have a channel). Talk about yourself and why you’re in business. Be pleasant. Ask your viewers to share your National Small Business Week post or video. Or create a hashtag that they can use to get creative.
- Special hours. Be open all week or maybe even expand your hours.
- Party. Bring customers where you can have fun with them and not (necessarily) talk about business.
- Branded items. A t-shirt, a button, a cap. You can wear it. Your employees can wear it. Your customers can wear it. Your name, your website, and “National Small Business Week ’24.”
- Extend your hand. A quick phone call or email to tell you that National Small Business Week reminded you how much you appreciate their business.
Related: Don’t let inflation kill your small business. Here’s how to get more funding and give yourself a financial cushion.
5 Specific Things NOT to Do During National Small Business Week (Or Anything Else)
The old adage that “there is no such thing as bad publicity” is not 100% true.
- Don’t be political. Unless you are the local chapter of a political party, neutrality is your best bet.
- Do not lie. If you said you would give a 25% discount, offer a 25% discount.
- Do not disturb. Send one or two emails, not 20.
- Don’t intrude. Your chances of making a sale or even a connection plummet when you intrude on someone.
- Don’t insult. Rarely can you insult someone and still have them do business with you.
Don’t forget to participate and succeed
Sign up and attend the National Small Business Week Virtual Summit. The U.S. Small Business Administration and SCORE offer educational webinars, exhibit booths, free business resources, peer-to-peer networking rooms, and free online business advice from SCORE mentors. All you have to do is register.
This year’s National Small Business Week takes place just as there are signs that the economy is growing, with inflation declining, GDP rising more than expected and the workforce expected to continue. This is a great opportunity to ride the wave and generate more revenue. Not to be missed!