The Black Friday and Cyber Monday hype seemed to morph into Cyber Week. Anybody else’s inbox inundated with Cyber Deals? It raises the question as to the effectiveness of marketing during the Holidays. Retailers, especially those who need to cash-in on the flurry of holiday spending between mid-November and New Years, are expected to spend big bucks this time of year. But what about B2B? How do we get our audience’s attention amidst the holiday cheer?
Not Everyone is on Vacation
There are some brave souls who don’t take time off at the end of the year. They’ve opted to stay put and actually get work done while the office is quiet. This may be a great time to have a conversation with your hot prospect as they are 1) at their desk, 2) planning for 2014 initiatives, 3) not distracted with back-to-back meetings. Maybe you’ll get lucky and catch them after the annual office party… finding them in a chatty (maybe tipsy) and in a charitable mood.
Use Social Channels for Marketing During the Holidays
This could be the perfect time to begin a new conversation with prospects you find through social media channels. Here are a few ideas of getting attention for your marketing during the holidays:
- Share videos or stories that are more relaxed and potentially viral. This is an opportunity to show your human side. How many Holiday song videos have been shared within in your networks already? Think outside the box and have some fun.
- Send an End-of-Year Open Letter. The holiday season is a great time to show gratitude. This idea is a spin-off of the Holiday letter typically sent in a snail mail card and is rarely used in B2B marketing… and therefore has a higher chance of standing out. LinkedIn is the best forum for a professional update of 2013 Year In Review and what you’re working on for 2014.
- Join group discussions and forums. You may get more attention than sending an email blast to a targeted group. Don’t push out a blog post. Rather, ask an interesting question that gets the discussion rolling.
Do you mentally check out this time of year? What Marketing in the holidays makes an impression on you?
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