Embedded Files
The review of literature includes topics such as customer engagement, digital marketing, seasonal and limited deals, and loyalty programs. It talks about how to increase customer engagement, retention, and a building a strong relationship between the small business and customer. There also many subtopics to explore within while reading the literature review such as brand collaborations and search engine optimization.
TITLE: Various Aspects on Increasing Sales for Small Businesses
The review of literature talks about many factors that go into increasing sales for small businesses such as building loyalty programs and increasing customer engagement. Knowing to implement these in order to grow popularity for small businesses is crucial to being successful. Having customers come back is what keeps the business thriving. By maintaining a relationship with them, it is more likely the small business, or in this case, restaurant, will have a higher chance of increasing sales. By building customer relationships, keeping up with digital marketing/social media, promoting seasonal and limited deals during the holidays, and building loyalty programs to increase customer retention by offering discounts, coupons, or offering numerous payment plans.
Customer engagement - henry
Customer engagement - henry
Strong customer engagement plays a vital role in the success of small businesses, particularly in the food service industry, where fostering relationships with customers is crucial. Researchers agree that consistent communication with customers, both online and in person, is essential for growth and loyalty.
Dr. Samuel Ankomah (2024), a business management researcher, explains that social media should be used not only for promotion but also as a platform for two-way communication, which enhances loyalty and business performance. His study found that small business owners who actively engaged with followers on digital platforms had stronger business outcomes. Similarly, Isaac Deel (2023), an undergraduate honors student at East Tennessee State University, emphasizes the value of building community through platforms like Instagram and Facebook. Deel points out that when businesses respond to comments and share customer content, it helps create personal and lasting connections.
Other researchers focus on how strategic timing can make customer engagement even more effective. For instance, Julie Gregg (2024), Director of Marketing Insights at Restaurant Dive, explains that seasonal promotions, like Valentine’s Day BOGO deals, can create a temporary boost in traffic and help strengthen customer interest, especially when tied to relevant holidays or local events. Laura Johnson (2025), a small business development expert writing for Warespace, takes a more local approach, encouraging small businesses to mix online marketing with traditional tools like flyers and local news ads. She also points out the importance of having a consistent and professional online brand, as customers are more likely to return to businesses with trustworthy and appealing digital presences.
Several experts highlight the importance of engaging customers even during slower seasons. Meredith Wood (2023), Editor-in-Chief at Fundera, recommends things like loyalty programs and targeted email campaigns to stay connected with customers when in-person visits decline. She notes that this continued interaction helps businesses maintain stable revenue and keeps customers feeling valued.
Overall, the literature shows that engagement is not a single strategy but a combination of approaches, including ongoing interaction, timely promotions, and audience awareness. As the sources suggest, by being consistent, genuine, and responsive, small businesses can build lasting relationships and long-term growth.
The skills I used to complete this section were to look at how to communicate between customers by knowing it's better to be in-person rather than online. I also used problem solving and empathy to comprehend that all customers and small businesses are different in the way they interact. It helped me complete this portion by knowing how there are many ways to engage customers whether that be in-person or online, but either way, you need to know how to have positive interactions to build those secure relationships.
digital marketing - matthew
digital marketing - matthew
The majority of authors agree that digital marketing is the most utilized tool that restaurants have to pursue growth. While digital marketing can be pursued in a variety of ways, the literature supports using tools such as social media, search engine optimization (SEO’s) brand collaborations. All forms of digital marketing can be utilized in some way; however, it depends on the budget of the organization as not all sources of digital marketing are free.
Social Media. The majority, if not all, of the authors agree that social media is one of the best tools that business owners can use. There are not only multiple platforms that business can use easily, but it is also a way to reach a wide variety of audiences. Undergraduate Honors student Issac Deel states that “social media provides a low-cost, highly effective way for small businesses to reach new audiences and communicate with potential customers” (2023). As well as multiple authors such as Johnson, Lucas and Sines, Lupo and Stroman, O’Brien, and Pyke all agree with Deel that using multiple social media platforms or “multi-channel marketing” like Facebook, Instagram, and X (formally known as twitter), allows businesses to diversify their reach, cater to certain audiences, and cultivate relationships within those communities online. University students Lucas and Sines found that during their research all 5 of their participants used both Facebook and Instagram to increase their sales and post pictures of menu items on their social media platforms (2019). The literature suggests that social media is a go to method for a variety of businesses to engage with customers and have a widespread approach to digital marketing.
Search Engine Optimization (SEO’s). The literature suggests that Search Engine Optimization is a way to bend the way search engines work to get more traffic to the business website. SEO and Digital Marketing expert Matt Pyke suggests utilizing certain keywords, especially around seasonal offers or events to help with your optimization (2024). He further explains that catering optimization to the time of year or the audience is also beneficial to where no matter if it is a slow season or not, the website can still have steady traffic to the organizations or businesses platforms. Whether it is using seasonal language, formatting the theme to the time of year, or highlighting local events, optimization of a website suggests that it can help draw people to the business's online presence. Clodagh O'Brien of the Digital Marketing institute also agrees that Search Engine Optimization can help “make your brand, product or service more visible online” (2024). Using tools like keywords, links, and descriptions are ways to boost visibility. Overall, the literature highlights certain ways in which utilizing Search Engine Optimization (SEO’s) is a tool to increase visibility for your website or drawing attention to your platforms in a slow season.
Brand Collaborations. The authors agree that brand collaborations whether with local influencers on social media or other brands in your area of commerce, is a way to expand reach and focus target audiences. Small business development expert Laura Johnson claims that leveraging local influencers is a way to “enhance your credibility within the community significantly” (2024). She also goes on to state that pairing local influencers with community-based events can “maximize impact” (Johnson 2024). While O’Brien of the Digital Marketing Institute also agrees stating that “influencer marketing can help reach targeted audiences or niche” (2023). Both authors seem to agree that businesses should choose an influencer that not only engages with their audience but also aligns with the business's values and the target audience the organization is trying to reach. The authors agree that using influencer marketing can help “humanize” the brand as it can give the target audience someone to relate to. Laura Johnson also goes on to list the benefits of cross brand collaboration with other businesses as it can be “mutually beneficial, providing both parties with expanded exposure and new customer bases” (2024). Some of the literature highlights different ways brand collaborations can be beneficial. Whether it is other businesses or influencers, the literature suggests that brand collaborations can help expand reach to new or existing customer bases and allow another avenue of connection to them.
The skills I used to complete this section were using different keywords such as "search engine optimization" and "social media advertising." It's important to know what to research while looking at digital marketing since there are a great deal of elements that go into it. It helped me complete this portion by knowing how I need to promote a small business on social media and what tactics I would need to use to make sure to bring in new customers.
Seasonal and limited deals - penny
Seasonal and limited deals - penny
Seasonal and limited time deals are a classical marketing and sales tactic used in almost every industry. In the restaurant industry, they are used as a method to increase sales in off seasons, as well as increasing brand uniqueness (Panel, 2023). Specifically, seasonal events work as a way to both bring in repeat customers, or regulars, as well as reach new potential customers. According to Tammira Lucas and Chad Sines from Walden University’s College of Management and Technology, seasonal deals can be an excellent way to improve a restaurant's social media, which is one of the most important methods of creating restaurant growth. They claimed that small businesses that “engage in… marketing build relationships and trust with customers that translates into increased sales (pg. 9).” The use of seasonal and limited deals and menu items for restaurants is very important because it allows for the creation of a unique brand identity, brings in newer customers, and to use as a focus for social media marketing.
Small businesses, restaurants in particular, benefit greatly from the use of seasonal deals and limited menu items. Seasonal and limited-time deals serve as a vital tool in these efforts. According to Gregg (2024), having special limited time offers around holiday and tailoring them around the holiday, such as the use of buy-one-get-one (BOGO) deals around Valentine’s Day, is a very effective method to increase sales. This is especially important when considering the potential lull periods between holidays, where customer engagement might otherwise decrease. For example, sales for restaurants naturally decrease during the winter. By having limited time deals and menu items at specific points during the winter, such as Valentine’s Day or near Christmas, restaurants can boost their brand visibility, attract both regulars and new customers, and distinguish themselves from competitors. Limited-time promotions make a restaurant’s offerings feel exclusive, encouraging consumers to act quickly and return before the promotion ends, ensuring continued sales during off-peak times. This also exploits the fear of missing out that many customers feel, which may also lead to an increase in sales.
Additionally, seasonal promotions are vital for creating a sense of urgency and exclusivity that can drive customer behavior. Panel (2023) explained that limited time offers are an effective method of maintaining sales during slow seasons, such as the winter, where sales naturally decrease. During these lulls in sales, restaurants can use seasonal and limited deals to drive traffic, keeping operations running smoothly even when the typical influx of customers is not present. For instance, introducing a special winter menu with seasonal ingredients not only promotes the unique nature of the restaurant’s offerings but also capitalizes on consumers' desire for novelty and time-sensitive experiences. According to Ankomah (2024), small businesses that focus on unique and limited-time promotions often see a direct increase in sales, as well as an increase in both new and returning customers.
Moreover, social media plays a pivotal role in the success of these marketing strategies. Lucas and Sines (2019) note that seasonal deals can significantly improve a restaurant's social media presence, a platform essential for modern restaurant marketing. By promoting limited time offers on social media, restaurants can create buzz around their events and menu items, often resulting in viral content. Deel (2023) further highlights that small businesses that effectively engage with their audience online create lasting relationships, which in turn drive repeat business. The power of social media campaigns combined with limited-time promotions cannot be overstated, as it helps restaurants build both online and offline communities. Posting tantalizing images of seasonal menu items, sharing behind-the-scenes footage, or even hosting exclusive online giveaways increases customer engagement and creates excitement surrounding the restaurant’s offerings.
Furthermore, a limited-time promotion gives restaurants a way to tailor their offerings to current trends and customer preferences. This adaptability helps establish the restaurant’s relevance within the market. For example, Wood (2023) suggested that introducing limited-time dishes based on popular food trends or seasonal themes—like pumpkin-flavored items in fall or special grilled seafood during summer—can provide an immediate boost to sales. Consumers who are drawn to food trends often seek out restaurants that offer new, timely dishes. By introducing these items for a limited time, restaurants can create a buzz that resonates beyond their regular customer base, drawing in new customers eager to try the latest food sensation.
Incorporating seasonal and limited time deals into a restaurant’s marketing strategy can thus provide numerous advantages. Not only do these deals create excitement and urgency, but they also allow restaurants to enhance their social media presence, adapt to trends, and maintain visibility during off-peak times. Panel (2023) and Johnson (2025) both agree that embracing these promotions provides a competitive edge, giving restaurants an opportunity to boost sales, increase customer loyalty, and carve out a unique identity in a crowded market. The adaptability and creativity involved in designing seasonal promotions also provide restaurants with the flexibility needed to respond to changing market conditions, making them a crucial tool in the modern restaurant business landscape.
Ultimately, seasonal and limited time offers are an essential marketing strategy for restaurants seeking to remain competitive, increase visibility, and engage both new and returning customers. By tailoring their promotions to the unique opportunities each season presents, restaurants can drive traffic, increase revenue, and build a strong brand identity that resonates with consumers year-round.
The skills I used to complete this section were looking at different articles to factor out which times of the year are best to promote limited deals during which seasons or holidays. It helped me complete this portion by knowing what times will be best to promote special deals for Byrne's Grilled Pizza.
Loyalty programs - zdenka
Loyalty programs - zdenka
Many authors agreed that loyalty programs are a major portion of marketing, specifically digital marketing, for small businesses. It helps boost sales and maintains long-term success within the company. By offering discounts or coupons, it assists in building customer retention and loyalty between the customer and small business. Loyalty programs also assist in increasing customer revenue and value as well as establishing strong relationships. Allison Dunn (2025), founder of Deliberate Directions and Certified Master Coach, talks about asking vendors for discounts, including for bulk orders, so businesses can invest in other aspects of their operations to satisfy their customers. It suggests offering more payment options to boost profits and offering delayed payment plans to access expensive products. As a digital marketing and communications specialist and a content marketer while also being an award-winning journalist, Clodagh O’Brien (2023), uses “influencer marketing to gift or send a sample to customers.” That way, people have a chance to try the product out to see if they would purchase it or not. On the other hand, a content marketing specialist, Amanda McNamara (2025), suggests hosting a loyalty/rewards program, and whoever participates gets a promotional discount. O’Brien and McNamara differ since O’Brien leaning more towards marketing and trying products before purchasing while McNamara is leaning more towards getting started with the program immediately. An expert panel of young entrepreneurs from Forbes magazine (2023), talk about covering shipping costs to attract customers during off-season, hosting a giveaway, and creating a loyalty program to offer discounts, reward points, or limited-edition products. These strategies will assist in luring customers in and raising awareness of the business. Similarly, digital marketing expert and SEO, Matt Pyke (2024), emphasizes running special promotions or discounts through PPC (Pay-Per-Click) campaigns and implementing seasonal promotions such as holiday, end-of-season, or flash sales. Executing these strategies from these authors will be beneficial for small businesses in various aspects with customer revenue, retention, and valuable relationships.
Having loyalty programs that implement meal/seasonal promotions will popularize the business’s brand and raise sales. A strong marketing professional, Tina Benitez-Eves (2016), states “using seasonal promotions such as Cyber Monday can strengthen customer retention and loyalty with the business’s growth.” With this though, make sure customers are going to the store in-person and not online. Shopping online is what drives away customer engagement from local businesses, which won’t raise customer retention or business growth. Likewise, the director, market insights, and competitive intelligence at Toast, Julie Gregg (2024), talks about meal promotions you can get around Valentine’s Day since there is a boost in people dining out on that day. Gregg also explains how loyalty programs and restaurant discounts on menu items can be used for those special holidays. Both authors, Benitez-Eves and Gregg exemplify how using meal promotions around different holiday seasons is a great opportunity to attract customers and have the business thrive.
Using social media for loyalty programs increases brand loyalty and engagement. Whether by putting up a business portfolio or updating profiles, make sure to have a clear message of what to give customers through engagement. Head of Content and Editor-in-Chief, Meredith Wood (2023), emphasizes building a rewards-for-referrals element for loyalty programs and offering pop-up sales to generate interest and revenue. From that, posting about the pop-up sales on social media would help to build the business and make connections with customers. Having those networking opportunities online will assist in getting customers’ attention that they are being cared about and looked out for. Similarly, Dunn (2025), brings attention to taking customer feedback seriously and building connections with certain problems customers may have. Because face-to-face communication is absent, or limited, while being on social media, it is shown that customers will experience less anxiety and frustration when interacting with business owners in-person to have that connection and communication. Both authors, Wood and Dunn, exemplify how to use social media effectively to display that message of support and empathy towards the customers while promoting their loyalty programs/brands. Marketing expert, specializing in digital media communication, Dr. Mohammad Badruddoza Talukder (2024), states “the effectiveness of using digital platforms create personalized marketing strategies and customer loyalty programs,” emphasizing how social media can improve the quality of the business when providing a loyalty program to customers. Knowing all of these authors recommend using a loyalty program when owning a small business conveys how vital it is to growth and success.
In closing, making sure loyalty programs have customers feel like they can have trust within the business will secure a long-term connection between them. The literature states that loyalty programs provide the most valuable customer retention and relationships within the business. Many authors say that loyalty programs are designed to help owners have customers stay with their business/brand. By fostering communication and trust, it will strengthen the bond between customers and the small business.
The skills I used to complete this section were by looking at many factors of what goes into building a loyalty program such as being on social media and building customer relationships. It helped me complete this portion by understanding why loyalty programs are crucial to strengthening your small business and how much it can influence the way customers are appealed by the small business or not.
Page updated
Report abuse