During peak season, South African small businesses spend on average R5000 more in order to keep up with sales, promotions and social media marketing expenses. But underdogs have to think and do things differently to win. At Yoco, our mission is to empower and back the underdog. That’s why we invited small business owners to join us and check out how they can flip the script on how to get ready for the summer trade. We looked at practical tips, to make sure they run big to compete and stay top of mind, while also smashing their sales targets.
The Yoco Meets event had a virtual attendance of over 1500 participants across Crowdcast, Facebook and YouTube. Our host, the always delightful Mashudu Modau, accompanied three of our Merchants taking the floor: Vuyi Zondi, owner of Corium Skincare, Louis Barnard, CEO at Effectify, and Nandi Dlepu, owner of Mamakashaka Agency.
Needless to say, a lot of key insights were shared, to help our community get ready to get busy, get merry, and get paid!
Here are the top 5 highlights to making the most out of this silly season:
1. Come up with a compelling content strategy
Years of experience have taught Nandi Dlepu that the festive season has its peak, but also often comes with a weird sales lull. A compelling content strategy has helped Mamakashaka to keep customers engaged and excited, in order to prepare her business for this summer lull.
2. Post valuable and relatable content
Louis Barnard has found that focus helps you to hone in on your niche, and that quality content drives traffic, engagement – and ultimately more sales to your business.
It’s also important for your community to be able to understand and relate to your content. For Corium Skincare, Vuyi has found that positioning content in a relatable and attainable manner, has a better chance of converting your hard-won engagement into real-life sales.
3. Understand the language of each social platform
Nandi has created a captivating peak season content strategy, by understanding that not all platforms work in the same way: each has its own language and tonality. But, small businesses often seem to copy and paste the same content across all their social channels – this really doesn’t work.
Vuyi Zondi wholeheartedly agrees. For Corium skincare, as a physical beauty product, they have to ensure that they’re visible on platforms like Instagram and Facebook, because this is where they can create and upload content that allows people to see exactly how their products work.
4. Keep adequate stock
For Vuyi, it’s very important to keep up with the momentum: during peak season, people are buying in elevated patterns (compared to how they’ve been spending the rest of the year), so you have to be able to manage the increased demand, as well as meet customer expectations for service and efficiency.
5. Don’t upgrade your expenses for silly season
For all the speakers, stringent financial planning is crucial in tackling the demands of the peak season. It’s always a challenge for small businesses to strike the right financial balance during silly season, so that as much income as possible is generated, while still keeping up with sales and new trends.