Should we run a holiday marketing campaign? Clients ask us this question often. We are used to seeing Business-to-Consumer (B2C) companies running BIG campaigns during such times, but what if you operate in the Business-to-Business (B2B) sector? Is it worth competing with all the B2Cs and their big holiday budgets?
The short answer is YES.
When it comes to Holiday (Seasonal) Marketing, strategies are more geared toward creating a sense of urgency to make a purchase or a donation. B2C and B2B businesses have different approaches in executing certain tasks, but they have a common goal of increasing revenue.
If you’re ready to dive into the holiday marketing cheer, here are some strategies and ideas you can implement:
Holiday Marketing Tip #1: Plan In Advance
A lot of time goes into creating each campaign, so be mindful of how many promotions you plan. The more you do, the less impactful they will be. Strategize your holiday campaign to convey a relevant marketing message that seamlessly blends with your holiday wishes. Knowing your audience and reviewing your numbers will help you determine whether it’s a good idea. Here are some things to keep in mind:
- Find Your Holiday Angle
Aligning your industry with the holiday season is a great way to keep in the forefront of your audience. A great example is McAfee. They released a marketing campaign called “most hackable gifts.” During a time when literally no one is thinking about cybersecurity, McAfee is able to overlap themselves with the holiday thanks to a unique message that is fun, attention-grabbing, and actionable.
- Should You Be Doing Promotions?
Publishing promotions left and right is not a good idea. Too many offers can diminish urgency and incentive for consumers after the holiday season. Think about the costs and weigh the benefits of executing a promotion - is the payoff worth it? Will you gain more than you lose? Set a budget for promotional deals you’ll be executing throughout the year.
Holiday Marketing Tip #2: Get Festive With More Visuals
A picture is worth a thousand words, and the Holiday season is a great opportunity to use visuals that appeal to the emotional side of purchasing decisions. The aim here is to build an atmosphere that drives your clients to take action. Go all out with your designs, and create content that will resonate with your clients and remain memorable even after the holidays are over. Here are some ideas to help you stand out:
- Live Video Streams and Video Content
Video content can be used in many ways thanks to Facebook Live! and the rise of YouTube. Spread the holiday cheer to your clients with a cheeky video or a glimpse into your company. This is not aimed at selling your product or service but rather to building your brand’s reputation.
- Create Some Holiday Cheer With eCards
eCards are a great way to connect with your clients without being too invasive. There are multiple ways you can gain needed traction with your clients, such as by using standard graphics, videos, and even making your eCards interactive.
Holiday Marketing Tip #3: Let Everyone Know What's Going On
Finally, let your audience know what you’re doing. If you don’t promote your marketing efforts, your hard work will go unnoticed. If you run a promotional deal, give out discounts or even close down for the holidays, let your clients know. Be open and clear with your clients about what is happening over the holiday period. Here are some platforms you should be using:
- Social Media
For B2Bs, social media isn’t a sales tool, but more of an engagement tool. Social media is a great way to connect with your audiences because of its accessibility. Instead of using social media to push sales, use it to drive traffic or even as a tool for reminders. Consider investing in your social media content and ads.
- Email Marketing
The best time to close sales or create traction with your clients is before the holiday starts or even in some cases after, but not the day of. Emails should be sent in advance and followed up on once the holiday has passed. Building strong subject lines and clear CTAs are key.
Don’t shy away from the holiday season - it’s a lucrative opportunity to boost your brand when done right. Be bold and fun! Schedule a call with our marketing consultants, and let Pronto help you strategize some holiday marketing strategies with our wide range of managed services.
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