December has always been a whirlwind kind of month. Long before I chose the path of self-employment in marketing, most of my employment was commission-based. Performance mattered. I was evaluated every quarter on the amount of business I produced, but no quarter mattered as much as quarter four. As many of my friends and family were enjoying holiday traditions, taking vacation time, or doing some shopping, my eyes were "focused on the prize" - meeting my annual sales goals, earning incentive bonuses, and helping my teams reach their goals for the benefit of the company. There was no time to stop and reflect and certainly no time for "self care".
I was at a WBOA meeting this week where we shared our experiences with holiday traditions, as well as special promotions we may offer through our businesses at this time of year. In all my years working as a public speaker and small business workshop facilitator on behalf of Constant Contact, I probably held over 40 "Rock Your Holidays With A Great Promotion" workshop heading into the last quarter of each year. Most small businesses make the majority of their income in the last quarter of the year, so learning how to reach new customers and value returning customers was important, and I knew that effective use of email marketing combined with social media would help them succeed. I still help many of my clients plan, schedule and execute their holiday digital promotions. I also shared that I seldom offer a holiday promotion for my own business.
This week I was saddened to learn that a non-profit organization that I have supported for many years was closing its doors. One of the reasons they felt they could no longer continue their mission upset and angered me. Right before Black Friday, Small Business Saturday, Cyber Monday and the all-import Giving Tuesday for non-profits, their Facebook page was taken down with no explanation. This meant that all their digital advertising asks for donations that were scheduled to go during that time were held in the abyss of "Facebook jail". I have my thoughts on how and why this happened, but there is no way to change the outcome as Facebook makes its on decisions. They announced their decision to close to their newsletter subscribers this week.
We have become so immersed in social media that we forget about the power these companies can have over our lives, and our businesses. Between figuring out algorithms, paid vs. generic reach, and getting found in an overwhelmingly crowded space, maybe we are reaching the tipping point. Maybe we need to re-evaluate our dependence on social media.
Thank you for subscribing to my mailing list. I am grateful the many conversations I've had with subscribers who've attended my workshops and events, my clients who have worked with me through the countless changes in the world of digital marketing and the many small business owners I've had the privilege to get to know over the years.
Here's wishing you a very happy holiday season, however you celebrate. Take care.
Liz Provo, Mass Marketing Resources.