Whilst ’tis the season for brands to splash the cash on fancy holiday-themed adverts, we wanted to take this time to look at what you could / should be doing with your marketing over this festive season.
1. Little things can tug a lot of heart strings
Phil Beastall – a ‘frustrated filmmaker’– reportedly spent just £50 creating the perfect Christmas film as a reminder to viewers that we are not defined by our careers and materialism, but that family comes first.
2. Video seems to be pulling some strings too!
71% of B2B marketers report that video converts better than other content types, with product video continuing to be the most commonly produced video for marketing and sales teams.
3. The Christmas party shouldn’t be the only event in your diary
The longer your sales cycle, the more important events are at building awareness, trust, preference and pipeline. What events have you got in the diary for 2019? If the answer is none, it’s time you put your new diary to good use.
4. You should be sending more than just Christmas cards
Recent DMA research showed that 57% of people open addressed mail when it first arrives, with 20.8% opening mail within a 28-day period. This means you have 28 days of your content living within a household, compared to a couple of moments in an inbox. Is it time you revisited the post office?
5. Don’t just recycle your wrapping paper!
If you can take anything from the fancy holiday-themed TV adverts, it’s to follow in Coca Cola’s snow dusted footsteps and recycle your content. If it’s good, there’s no point in reinventing the wheel. Just make sure you are updating any content that is time sensitive, so it doesn’t feel dated when seen by your audience.
6. Humour isn’t just for making Santa’s belly laugh like a bowl full of Jelly
Yes, you’re talking to business decision makers. And yes, you really want to make the right first impression. But humour is something unique to humans, and since humans are the people you are selling to, it can cut through all the noise whilst making your point in a way that connects with people so they listen. You don’t need to be a rip-roaring comedian to be successful at B2B marketing, but it does pay to step slightly out of your comfort zone and show your brand’s personality.
7. More marketing for your buck
Over the festive period, it’s no secret that business owners’ priorities shift from growth to retention. This usually means less competition in the B2B marketplace which broadly speaking means less expense when bidding for advertising services such as Google AdWords, Bing Ads, PPC and LinkedIn marketing. Whilst most decision makers will be preoccupied with Christmas antics and not looking to covert immediately, maintaining an active presence in the commercial space is fundamental to your marketing efforts over the coming year. If you’re keen to learn how you can develop your pipeline, build reputation and brand this Christmas period, this eBook is for you.
8. Stay social in between work socials
Social media channels are an invaluable tool for the modern B2B company, and whilst the extended Christmas break, awkward staff parties and questionable secret Santa unwrapping can take attentions away from updating social channels, ‘going dark’ on social for extended periods of time can have a negative impact on your audience. Use platforms such as hootsuite to plan some form of social presence whilst your team are sleeping off the mince pies!
9. Grab yourself a sherry
And last but certainly not least, take Christmas to reset those batteries and refresh your thinking. Sometimes it takes a two-week winter break and a few cheeky sherries to take an invaluable step back from a project you’ve spent months working so closely on. Coming back in the New Year with a fresh pair of eyes gives you the chance to evaluate your campaign objectively and ensure you’re still aiming for the right stars, and not just following three wise men on a starry night.
Have a bright Christmas
Chris PetherbridgeMarketing isn’t just for Christmas