9 Ways Service-Based Businesses Can Take Advantage of the Holiday Season


Q: What is the best way for a service-based business to take advantage of the coming holiday season?

A: Start planning now. “You need to have your holiday campaigns planned out early. Determine what special offers you are going to roll out, have the landing pages completed early, identify your marketing channels, and begin to work on your ad copy and creatives. The sooner you have this ready, the more prepared you will be. Trying to throw something together at the last minute is a recipe for failure.” Jonathan Long, Market Domination Media

Create revenue-generating intellectual property. “The holidays are the perfect time to create an intellectual property asset that can generate revenue for your business during your slow months. Use this time to create a group course or an informative product so you can diversify your revenue. Or presell a productized service at a special price before the end of the year (that you don’t have to deliver until next year).” Rachel Rodgers, Rachel Rodgers Law Office

Encourage staff to use vacations. “We are an IT service company and have less work during the holiday season. I encourage all of my staff to take more days off and plan long vacations this time. This way it doesn’t hurt the business and staff also gets ready for the workload that begins after the second week of January. If they stay back, I organize a retreat. This increases bonding and passion for work.” Piyush Jain, SIMpalm

Send out (secular) holiday cards. “It’s a great excuse to remind prospects that you exist. You can take a very neutral approach and send out a non-specific holiday card offering a holiday (or end-of-year) discount.” Andrew Namminga, Andesign

Turn your service into the perfect gift. “People spend more during the holidays, so take advantage of that by productizing your service into the perfect gift. Let people buy a one-hour consultation, a 10-hour or three-day trial of your software, or any other small chunk of what you offer as a gift for others. B2B businesses can offer great corporate gifts. For B2C businesses, your potential market is even larger.” Dave Nevogt, Hubstaff.com

Do small acts of unexpected kindness. “The holidays are about showing people how much we appreciate them, so show your clients and potential clients everything you appreciate. Create content related to the holidays to gain your audience’s interest and provide your clients with care packages that contain gifts relevant to the service you provide. This small act of kindness will be unexpected and will show your client how much you care.” David Tomas, Cyberclick

Utilize social media. “Use your social media accounts to remind your previous clients or alert possible new ones of the services you provide, but not necessarily by asking for their business. Take a more informational approach. A retail business might send out a post or newsletter about Black Friday shopping tips, and a housecleaning service might put together a list of strategies for effective dinner party hosting.” Andrew Schrage, Money Crashers Personal Finance

Thank your clients. “Say ‘thank you’ to your clients. Too many companies spend all of the fourth quarter worried about squeezing the last drop out of their customers. Don’t forget to embrace the holiday spirit, and express your gratitude for their support with no strings attached.” Christopher Kelly, Convene

Create a friendly holiday thank-you video. “Seize this opportunity to show off what you have to offer and roll out a special holiday deal that you can promote in this video. Better yet, don’t promote anything and simply wish your partners and clients a happy holiday from your team to theirs. This shows that you care about your business relationships and not just making money.” Stanley Meytin, True Film Production