Unless you have real elves toiling in your workshop, the holiday season usually isn’t such a great time for B2B marketing. That’s the conventional wisdom, anyway. But times like these call for unconventional measures.
Even if you’re busy planning ways to kick off business after the New Year, there’s really no excuse for not staying the course between Thanksgiving and January 2. Think long-term, soft selling. You may not close major deals over the holidays, but you can reach people when they’re thinking about the year ahead and what they could do better in their business.
Need More Reasons to Stay B2B-Busy?
Here are a few to consider:
- Take advantage of reduced email clutter in late December. It could be a good time to send an email newsletter or just a personal note of appreciation.
- Focus on mobile marketing. Make sure your website and newsletter links are mobile-optimized since many people will be out of the office but able to read useful information through mobile devices (like the husband sitting on the bench at the mall while his spouse is shopping after-Christmas sales at Nordstrom, or the wife avoiding her wacky uncle by reading on her tablet after turkey dinner).
- People aren’t just thinking about personal New Year’s resolutions. They’re also thinking about business resolutions, so your message could stand out from the competition’s.
- It’s always someone’s tax season. Some businesses are looking to spend money at the end of the year for tax reasons. This is a good time to get on their radar.
When it comes to B2B marketing, think of the holiday season as a gift to yourself as well as your clients. You have the luxury of giving a little more thought to fewer, more targeted marketing efforts. Clients will appreciate you offering them goods and services at a time of year when they might be focused on other needs.
So go ahead, put your marketing elves to work during the holidays. They just might deliver a bag of goodies that will take the edge off what is sometimes a chilly sales season.