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Holiday Season Strategies for B2B Marketing

In less than two weeks Thanksgiving will have come and gone, signaling the official beginning of the holiday season. Amidst the seasonal chaos and holiday cheer, this time of year is both the busiest and most profitable for many businesses. While most B2C marketing and advertising campaigns will focus heavily on guiding consumers to their storefronts and websites, B2B companies have just as much work in store for them. To make sure your team is prepared to end the year strong, follow these tips and strategies to take advantage of the business potential for the upcoming holiday season.

The gift of giving. The holiday season is a great time for B2B companies to promote their services or products by giving the gift of…CONTENT. Look back at your successful work from the year and revamp it into something new. For example, take a top-performing infographic and turn it into a compelling article that will re-engage a stale audience or list segment. Or, turn your strategic management plan into a visual presentation that you can implement for internal or external purposes. You can also enhance new customer engagement by editing an e-book into a series of blog posts that are targeted to new leads, building a lead nurturing funnel from a single information source.

Make it personal. During this time of year, prospective clients are flooded with marketing emails, to-do lists, and other distractions, so make your presence stands out. By customizing your content and approach to a defined buyer persona or targeted list segment, you are more likely to attract and sustain prospective buyers’ attention. Be respectful of your prospects’ time and make your message clear and concise with a straightforward call to action. Additionally, if the method suits your business, indulge in the holiday spirit and connect with your client on a more personal level with a season’s greeting and complimentary giveaway.

Be Social. With school out of session and people home for the holidays, social media users are more active during the holiday season. Use this time to your advantage by keeping an active presence across all platforms to ensure your clients keep you on their minds. It’s no secret that the economy receives a boost around the holidays, so be sure to put together a great offer to prospective customers or clients that adds lots of value to their lives or businesses.

Lay the groundwork. The end of each year always brings the beginning of a new one. Begin laying the groundwork for Q1 2018 with the help of a revised or revamped marketing/business plan. The end of the year is always a good time to review successes and failures, and use that knowledge to define the strategy for a new year. Having a defined communications plan will be sure to preserve your good relationships with clients coming into the New Year. Set your plan for 2018 now so that when January rolls around, you’ll be able to hit the ground running.

Interested in strategic planning, marketing, or communications services for the holiday season and beyond? Be sure to reach out here.

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