Not a Retail Biz? You Can Still Be a Strong Part of Small Business Season

December 13, 2023

The holiday season is upon us, and 'tis the season for shopping! As a small business owner, you might think that participating in the "Shop Local" movement or Small Business Season is reserved for retail and restaurant establishments. That's not the case!

 

Small businesses from every sector can actively join in on Small Business Season, which begins November 1 and goes through the end of the year. This initiative creates a vibrant, supportive local economy and helps businesses like yours reap the benefits of increased visibility and customer loyalty.

 

So let’s explore a few creative ways for non-retail or food industry businesses to participate in Small Business Season and have the best holiday season ever.

Collaborate with Retailers

One of the most effective ways to be a part of Small Business Season as a non-retail business is by collaborating with local retailers. It can be a lot of fun, introduce you to new audiences, and create opportunities for further collaborations in the future. For example, if you run a local grocery store, partner with a retailer that sells cookware and promote a holiday cooking demo. By working together, you both strengthen your ties with the community and increase your visibility.

 

Offer Exclusive Discounts or Packages

While you may not be selling products, you can still create exclusive holiday offers or packages for local customers. For instance, if you're a law firm, you can provide a discounted consultation for individuals or businesses in your area. This not only encourages people to use your services but also shows your commitment to the community.

 

Plus, if you tie it into something that is completely irrelevant to what you do but a part of the holiday season like a special “Pumpkin Spice Consultation” or a “Have family in town for the holidays? Need to make last-minute changes to your will because of the way they’re acting? We’ve got you covered.”

 

Sponsor Local Events

Another way to engage in Small Business Season is to sponsor local holiday events through the Chamber and other high-profile organizations. Ideas include the annual tree lighting ceremony, charity fundraisers, or even a Small Business Season challenge or Bingo Card. By sponsoring these events or contests, you show your support for the local community and gain valuable exposure among the event attendees.

 

Decorate Your Business

Get into the holiday spirit by decorating your business. Even if you're a B2B company or a service provider, a festive atmosphere can help your employees and clients get into the holiday mood. Consider hosting a small holiday party for your clients and associates to celebrate the season.

 

Create Local Gift Guides

Regardless of your industry, you can create local gift guides that highlight the products or services of local retailers. Share these guides on your website, through social media, or via email newsletters. It not only supports your local business community but also positions you as a resource for holiday shoppers.

 

Partner with Charities and Nonprofits

The holidays are a time for giving, and small businesses can show their community spirit by partnering with local charities. Consider organizing food drives, toy drives, or fundraising events to support those in need during the holiday season. Some businesses with good locations set up a “giving tree” where the needs of the community are sponsored by an individual or company that takes a tag and promises to satisfy the need listed on the tag. This not only fosters goodwill but also demonstrates your commitment to your area.

 

Highlight Local Success Stories

Use your platform to showcase local success stories. Bonus points if those success stories feature your clients. Post interviews or profiles of local business owners, artists, or community leaders. This not only supports local talent but also positions your business as an advocate for the community.

 

Engage on Social Media

Stay active on social media platforms during the holiday season. Share and engage with content from local businesses and use relevant hashtags to join the #SmallBusinessSeason conversation. Encourage your followers to do the same.

 

Participating in Small Business Season during the holidays is not exclusive to retail businesses. As a non-retail small business, you can play a significant role in fostering a strong sense of community, supporting the local economy, and strengthening your own business in the process.

 

By collaborating and participating in these activities, you can make a meaningful contribution to the holiday season's spirit of giving and community support.

 

This Small Business Season let's all join hands and shop local and small to build a stronger, more vibrant community.

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This article published by the Leavenworth-Lansing Area Chamber of Commerce with permission from Frank Kenney Chamber Pros Community.

The Smarter Way to Grow Customer Value

April 15, 2025
Growth isn't about getting more leads—it's about making more of the customers you have. Alex Hormozi's Four R's—Retain, Review, Refer, Resell—focus on post-purchase impact. Traditional marketing builds attention. Hormozi's model builds revenue. Combine both strategies for stronger loyalty, social proof and long-term profitability. Focus on what happens after the sale—it’s where the real growth begins. 623 words ~ 3 min. read You’re working harder than ever to win new customers—but revenue still feels flat. The problem isn’t reach. It’s what happens after the sale. That’s the insight behind entrepreneur and author Alex Hormozi’s approach to business growth. While traditional marketing focuses on building awareness and brand image through the classic Four R’s— Reach, Reputation, Renew and Refer —Hormozi shifts the focus to what drives real revenue: Retain, Review, Refer, Resell. Don’t Just Fill the Funnel—Squeeze It Traditional marketing strategies are built to attract leads. They’re critical, especially for new or growing businesses. But without a strong back end, you’re pouring new leads into a leaky funnel. Hormozi’s model aims to fix the leak and turn one-time buyers into long-term profit centers. Here’s how each step works: Retain: Loyalty Is the Real Growth Hack Customer retention is one of the most reliable ways to increase profitability. A Harvard Business Review study found that improving retention by just 5% can boost profits by up to 95%. Businesses often overinvest in attracting new customers while underinvesting in the ones they already have. Retention means strengthening relationships and solving problems before they cause churn. Review: Let Your Customers Sell for You Social proof sells. According to BrightLocal, 98% of consumers read online reviews for local businesses. Reviews build trust, shorten sales cycles and improve conversion rates. Hormozi’s advice? Make it easy for customers to leave reviews, and make sure those reviews are visible. Refer: Turn Fans Into a Growth Engine Referral programs aren’t new—but most aren’t executed well. A structured, incentivized referral system brings in leads who already trust your brand. Referred customers typically convert faster and stay longer, making them more profitable over time. Resell: Serve More, Sell More It’s easier to sell to an existing customer than to a new one. Yet many businesses stop after the first transaction. Hormozi emphasizes the importance of upselling, cross-selling and solving additional customer needs. Your warmest leads are already in your pipeline—keep serving them. A Real-World Example Consider a local fitness studio. Instead of spending thousands each month on paid ads, they focused on automating reviews and rewarding referrals. Six months later, their revenue had doubled without increasing lead volume. The secret? Maximizing the value of their existing customer base. Combine the Old and the New This isn’t about ditching traditional marketing—it’s about completing the strategy. Use Reach and Reputation to build awareness, then activate Hormozi’s Retain-Review-Refer-Resell loop to drive repeat value. Here’s a quick comparison: Marketing R's: Reach → Reputation → Renew → Refer Growth R's: Retain → Review → Refer → Resell Together, these models form a full-circle approach: Attract, deliver, retain, and expand. Try This: One R at a Time This week, choose one of the Four R’s and put it into practice. Start with Retain: What would make your best customers stay three months longer? Growth doesn’t just come from new eyes—it comes from deeper relationships. It’s time to stop chasing leads and start growing value.  --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.

How to Turn Small Talk Into Big Opportunities

April 15, 2025
Let’s be real. Elevator pitches can feel like a late-night infomercial–a robotic recitation of what your business does with an added exclamation point at the end. But for business owners and sales professionals, every interaction is an opportunity. A truly effective elevator pitch transcends mere information delivery. It's about forging genuine connections that can blossom into leads, partnerships, and lasting relationships. It's about making those precious few seconds count, not just for what you say, but for how you make the other person feel. What most people get wrong in their elevator pitch is that they make it sound like a commercial and all about them, when it should be about your audience. Forget the rigid templates and the pressure to cram every detail into a thirty-second spiel. This isn’t about broadcasting; it’s about initiating a conversation. The key lies in shifting your focus from simply explaining your business to creating a spark of interest and establishing a human connection. If you take nothing else from this article know that: the pitch must ignite interest The Psychology of Connection in Brief Interactions Humans are wired for connection. Even in brief encounters, we subconsciously seek common ground, shared values, and genuine interest. Your elevator pitch should tap into this innate desire. Instead of launching into a list of features and benefits, start with a relatable problem you solve or a shared passion that drives your business. Think about your ideal client or contact. What are their pain points? What are their aspirations? Craft an opening that acknowledges their world and subtly positions your business as a potential solution or a valuable resource. This approach immediately makes the interaction less transactional and more empathetic. Storytelling Elements That Resonate While quick is crucial, weaving in a concise narrative “elevates” your pitch. Instead of saying, “We offer marketing solutions,” try something like, “I help small business owners who are overwhelmed by social media finally find a consistent way to connect with their customers and grow their brand. I saw my own sister struggle with this, and that’s why I started [Business Name].” This personal touch and the hint of a story make your pitch more memorable and relatable. Focus on the why behind your business. What motivates you? What impact do you hope to make? Sharing a sliver of your passion can create an emotional resonance that facts and figures alone can't achieve. Tailoring Pitches to Different Personality Types Not everyone responds to the same approach. Observe the person you're speaking with. Are they direct and results-oriented? Focus on the tangible benefits and your track record. Are they more relationship-focused? Emphasize collaboration and shared values. Having a few variations of your pitch allows you to adapt to different personalities and contexts. Practice delivering each version so it feels natural and authentic, rather than forced. The Importance of Active Listening Post Delivery Your elevator pitch isn't a monologue; it's the opening line of a potential dialogue. Pay close attention to the other person's reaction. Are they asking questions? Are they nodding in understanding? Are they looking over your shoulder to be bailed out of the conversation the moment they see someone they know? Use their cues to guide the conversation. Be prepared to elaborate on specific points that pique their interest. This shows you're genuinely engaged and interested in their needs, not just delivering a pre-rehearsed script. A thoughtful question in return can further deepen the connection and open doors for future interaction. Ultimately, a successful elevator pitch is less about perfection and more about authenticity. It's about conveying your passion, highlighting your value, and making a genuine connection in a short amount of time. By focusing on building rapport and leaving a lasting impression, you transform a brief encounter into a potential steppingstone for long-term growth and meaningful relationships. So, ditch the robotic recitation and embrace the art of the connection – and your pitch will get you all the way to the top floor. ------------ Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

AI Isn’t Replacing SEO—It’s Redefining It

April 7, 2025
Google's AI-generated search summaries shift SEO from rankings to relevance. Local businesses must prioritize clarity, context, and authority in their content. Structured data, featured snippets, and site experience now influence AI visibility. Building topical depth helps businesses become the trusted source AI turns to. Winning SEO in 2025 means answering questions—not just attracting clicks. 581 words ~ 3 min read The SEO landscape is changing—and fast. But contrary to what you may have heard, SEO isn’t dead. It’s getting smarter, thanks to AI. Google’s Search Generative Experience (SGE) is a prime example. Instead of simply listing websites, Google now displays AI-generated summaries in response to user queries. These summaries pull from what the algorithm sees as the most trustworthy and relevant content—and that means your business needs to think differently about how it shows up online. This evolution is especially important for local businesses . A potential customer may never scroll down to your link if Google’s AI answers their question up top. But if your content is included in that summary? You’re not just visible—you’re the answer. What’s Changing?  Traditional SEO focused on keywords, backlinks, and meta tags. Today, search engines use AI to understand intent , not just terms. That means creating human-first content that clearly answers questions, reflects authority, and builds trust. Instead of writing for algorithms, businesses now need to write for clarity. AI doesn’t reward keyword stuffing—it elevates content that solves problems. Think of it this way: SEO used to be about getting found. Now, it’s about being useful. Case in Point A local HVAC company in Texas revamped its FAQ and service pages to clearly address customer pain points like “Why is my AC leaking?” and “How fast can you repair an AC unit in summer?” They added schema markup and structured headers. Within weeks, their content began appearing in AI-generated summaries. Bookings rose 22%—and their brand authority grew along with it. Your AI-Ready SEO Checklist Here are four moves your business can make today: Optimize for Featured Snippets Structure your content to answer common customer questions clearly and concisely. Use headers, lists, and direct answers. Build Topical Authority Group your content into clusters—blogs, FAQs, videos—that cover a topic deeply. This signals to AI that your site is a credible source. Enhance User Experience Fast load times, mobile optimization, and easy navigation aren’t just good UX—they’re now ranking signals. Use Structured Data (Schema Markup) Help search engines understand your content. Schema tags tell AI what your page is about—and how it fits user intent. Why This Matters for Your Business AI is changing the way customers find and choose businesses. If your content isn’t being surfaced in AI summaries, you risk losing visibility—even if your site ranks on page one. But this isn’t a threat. It’s an opportunity. Businesses that provide clear, trustworthy answers to common questions will not only stay visible—they’ll become the go-to experts in their space. And for Chamber members , this shift is a competitive edge. Most small businesses aren’t yet adapting to AI-driven search. By moving early, you stand out. What to Do Now ✅ Review your website’s top-performing pages. ✅ Ask: Do they clearly answer your customers’ most common questions? ✅ If not, update them with clarity, structure, and supporting content. ✅ Add schema markup where possible. ✅ Improve mobile speed and user experience SEO isn’t just about being found. It’s about being trusted. In the AI era, businesses that earn that trust—through clear, quality content—will lead the way. --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.