• by Mike Merrill , November 21, 2011

The Shop Small movement is back again this year, encouraging consumers and small business owners to get involved with Small Business Saturday on Nov. 26. With national TV commercials and extensive online awareness campaigns, your local business is bound to benefit. But make sure to do your part by adhering to these four tips to help get the most out this well-publicized event.

Socialize your involvement early on. Prior to Nov. 26, let your community know via Twitter, Facebook, in-store promotions, newsletters and other social channels to stay tuned for compelling offers and sales that you will make available to customers on that Saturday. If you are on Twitter, let everyone know you are participating and add the #ShopSmall and #SmallBizSat hashtags to your tweets. 

Offer a compelling deal for the day. To compete with Black Friday and Cyber Monday, get creative with an offer that will drive in-store visits and sales. Highly compelling offers such as “Buy One, Get One Free” on select items or 30%-50% off purchases will help you compete in a very competitive shopping season. By sharing your offer with the Amex Small Business Facebook page, you may also be included in their city guides in select markets.

Create a video to personalize your business and explain why Small Business Saturday matters to you. There are more than 27 million small businesses in the U.S. that make up 60-80% of all new jobs created (Small Business Association), so let your community know why it's important to shop local! Video is an authentic way to let your customers know why shopping local is vital to the community and what your business has to offer. Personal assistance, unique products and knowledge of your customer base can make that personal touch that much more powerful.

Leverage the creative materials created by American Express. This year it's easier than ever for small businesses to participate, thanks to the wealth of marketing materials that American Express has created for local businesses to promote their participation. From in-store signage and e-marketing tools to free Facebook ads, local businesses can leverage these turnkey materials to bring awareness to their products and services.  

What are some other good ideas you have to take advantage of this event? Would love to see your ideas in the comments.