Hearts and Flowers: Creative Ways to Use Valentine’s Day in Your Marketing

Are you sentimental about Valentine's Day? Do you get a little misty-eyed when you think about spending time with a sweetheart? Or maybe it’s the romantic dinner, the cards and the flowers? You know - the whole mushy thing?

Or are you the more pragmatic type? Do you see the holiday as a money-maker for the greeting card guys, and are mostly excited to see the chocolate go on sale February 15th?

If you’re a business owner, it pays to be a little bit of both.

Regardless of how you feel, you can't ignore the numbers. According to Fundivo, over half the U.S. population celebrates Valentine’s Day in some fashion or form. Americans spent an average of $142.31 per person for Valentine's Day, for a total of $18.9 billion last year. It may be a day for love, but it’s also big business. So no matter what type of small business you own, you should be thinking of how you can market for Valentine's Day.

These days, one of the best ways to market is online. Make a connection with your customers in your email and/or social media marketing. Don't forget that pictures are more important in social media marketing than ever before. People have strong feelings about images of romance—couples walking hand-in-hand or soulful, romantic venues for example. Share something special—a personal story, a picture or a video. When you can show the human side of your business, you create a relationship with your customers.

Another good way to market is to provide helpful content for customers such as gift or recipe ideas. These hints and tips can help relieve a lot of stress for those in search of the perfect way to celebrate “the most romantic day of the year.” Plus, they are a great way to introduce your products to potential buyers who might not otherwise think of you.

Here are some other ways you can use Valentine’s Day:

• Cross-promote with other businesses, especially if your business isn't one people typically associate with romance. Think wine sellers, small card shops, local florists, limo services or restaurants.
• Use Pinterest creatively—create special Valentine's Day boards, then share them on your other social media sites.
• Create printable valentines that your customers can use for themselves and then share on social media.
• Consider having a contest, such as “most romantic meeting story” or “easiest Valentine's dessert recipe.”

Don't forget to decorate. Use fabrics like lace and tulle, either real or virtual, and include lots of pink and red. Hearts, cupids and flowers are classics that can also work well. Remember, you can make your customers love you forever this Valentine's Day. Just think about making them feel that special feeling that this holiday is all about.