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Most pawnbrokers don’t need more marketing ideas. Their To-Do list is already overwhelming and it can be frustrating, especially when added to the fact that there is a LOT of noise in the pawn industry about marketing.
How can you know what really works? Our team has over 25 years of working with businesses to tell their stories in the marketplace. We help pawnbrokers flatten the learning curve and focus on proven strategy instead of just chasing shiny-object tactics.
We bring best practices in business marketing to your pawnshop. We’re also working to help reduce the overload with a social media prompt calendar with suggestions that will help spark your own creativity.
DOWNLOAD A PDF OF OUR CALENDAR HERE
How to use this calendar
These calendar prompts are designed to serve as a general prompt so that you can formulate your own messages. Telling your brand story in the marketplace is an important part of growing your business and your livelihood and we believe that nobody is better suited than YOU to do that.
These ideas are best combined with what is already proving successful for getting engagement from your audience. They’re intended to complement and complete your social media messaging.
This free calendar will help you spend less time on tactics and more time on a comprehensive strategy that will impact your bottom line.
We also like to focus on four quick wins every month which are things that you can accomplish in a month’s time from the four most important areas of pawnshop marketing: Digital, Traditional, Community, and Advocacy.
Before you explore the list of QUICK WINS for May below, be sure that you take a look back at the ones that we’ve covered so far this year: January, February, March, April, May, and June.
Digital marketing: Google Featured Snippets
The Google answer box or featured snippet is a unique result that stands out among the other listings on the search engine results page. It generally appears at the top of the page with a bit of text and a link to the website:
Google provides the answer box to help searchers find the answer to their question immediately – without needing to click on the result. The text varies in formats, including lists, tables, or one paragraph.
Focus on two things when optimizing your content for the answer box – answers to questions people are asking and properly formatted listicles which is a short-form of writing that uses a list as its thematic structure but is fleshed out with sufficient copy to be published as an article.
Traditional or in-store marketing: Send a handwritten note
Every month, we’ll focus efforts on a traditional in-store marketing tactic
In July, your audience may be heading out for vacation, a day at the park or a picnic (it is National Picnic Month, after all). You may find that it’s the perfect time to adopt a new habit: sending a handwritten note. Whether it’s a thank-you note to long-time customers or a congratulations card when a couple gets engaged, encourage your team to take advantage of this long-lost form of communication. It’s such a rare treat that we can guarantee it will get the attention of the recipient!
Community and PR: #PawnCommunity
Each month, you should focus on some sort of community outreach or other newsworthy event in your community. This month, there are so many to choose from, see the calendar for more detail! Consider partnering with other small businesses in your area to host an event that demonstrates your appreciation to the community. Be sure to use the hashtag #PawnCommunity so that we can repost! The details are up to you, but if you choose to participate please let us know so we can shine a light on the story on our blog!
Advocacy: Understanding the issues
Advocacy is important for pawnbrokers and the best way to ensure that you’re well informed is to join your state, regional, and national associations.
But don’t stop there.
Since the beginning of the year, we’ve recommended that you establish communication with the legislators and lawmakers at every level of government who impact your business. It’s something that we’ve written extensively about, as seen in this blog post.
Now that you’ve identified the lawmakers who impact your business and established a line of communication with them, it’s time to practice articulating your position with them. One of the most common quandaries faced by pawnbrokers is that they are categorized the same as other alternative lenders. This creates confusion among the public and lawmakers. We’ve created a blog post that makes it simple—find it here.
