Contrary to popular belief, the holidays are a prime time for B2B marketers to advertise. While many companies tend to lower their budgets in December, there are several advantages to doing the exact opposite. We’ve all heard the common saying, “use it or lose it.” It just so happens that this fits perfectly when it comes to unspent portions of business budgets at the end of the year. With spare cash at hand, clients and prospects may be more willing to purchase a product or service from a company. By sitting back, companies are missing out on huge opportunities and potential sales. So, while the holidays may seem like the time to pump the brakes – don’t!
Let me break down the six reasons Vocus gives us as to why it’s vital B2B marketers continue to do their ‘thang’ during the holidays.
1. Believe it or not, decision-makers have MORE free time. Yes, you read that correctly. With the hustle and bustle around the holidays, we assume everyone is out of town visiting loved ones. But we all know what happens when you assume…After all, some dedicated souls need to be around to hold down the fort. With the decline of meetings and business trips, these decision-makers have more time in the office. That being said, this is the perfect time to connect with them.
2. Commotion calms down. B2B marketing emails spiral downward during the holidays, thus increasing the chances of an email being opened and actually read instead of getting the flag treatment. There’s no better time to put yourself out there. Take a not-so-risky risk. Unlike those that take the back seat, companies that get noticed at the end of the year are (potentially) rewarded with last-minute sales.
3. Customer Retention. One of two things may be occurring at this point. The first – your customers have an expanded budget for the new year, giving you an awesome advantage and increasing the chances of product and service purchases. The second – your customers have a reduced budget for the new year. Instead of viewing this as negative and a discouragement, see it as an opportunity. This is the time to remind your customers why your business is crucial to their success. Regardless of the two, be your biggest fan and toot your own horn – it can’t hurt, right?
4. Beat the competition. Since many competitors may not be active in holiday marketing, it’s your time to shine. One-up your competitors and jump on the chance to have the spotlight in front of customers and prospects. Make sure this is not reversed.
5. Holiday marketing affects your Q1 results. A study conducted by Marketing Sherpa showed the time it takes B2B businesses to go from lead generation to conversion. The result – nearly 70 percent of B2B transactions occur at least three months after lead generation. So, what does this mean? It’s beyond important to start the year off on the right foot (through holiday marketing) to avoid negatively affecting sales at the end of Q1.
6. Great time to recap and lay out New Year offerings. New Year’s resolutions apply in the business world, too. The end of the year is the perfect time to look back on accomplishments while simultaneously making plans for further improvement. It doesn’t hurt to remind customers about your successes and milestones from the past year. Share winning content and bring attention to popular blog posts, videos, webinars, etc. However, it’s just as important to write out future plans for the upcoming year, including improvements and upgrades to your products and services. Customers and prospects will appreciate and remember this proactive gesture.
You now have plenty of reasons to keep the marketing momentum going. Don’t pump those brakes as the holidays near. Keep on keeping on. Tis the season!