3 B2B Marketing
Tips for the Holidays
Posted by Bernie Borges on Nov 30 2013
The holidays are a time to enjoy with family, friends and work colleagues. It’s also the busiest time of the year for B2C companies offering year end promotions in attempt to capture a slice of the holiday spending pie. With a little creativity, B2B brands can also implement successful holiday marketing.
B2B Marketing Myth
Your B2B products or services are marketed and sold all year long with careful consideration for evaluation cycles that can span months to years. If your offerings have price points in the thousands or more, it’s understandable to consider the holiday season as “not applicable” to your wares. But, I challenge you to think differently. While, I don’t suggest your brand will seal a deal during the holidays using the suggestions below, it might set you apart from your competitors. And, such consideration might bode well for you in 2014. Consider these three holiday marketing tips for your B2B brand.
Humanize Your Brand
Tis the season for parties, gift giving and food. Take a lot of pictures of your company gatherings and share them in your social media channels. Do you have plans to send out your email newsletter this holiday season? Why not include pictures of your office festivities…Include holiday recipes contributed by your employees. Share pictures of employees in their workspace with creative holiday décor.
Advertise on Facebook
As a B2B brand, Facebook may not be at the top of your list of social channels for your digital advertising budget. The holiday season is a good time to divert some budget to Facebook for one reason. People spend more time on Facebook during the holidays keeping tabs on their family and friend’s holiday activities. You can show up in the newsfeed of your target audience by using Facebook’s Power Editor where you can target your ads to the people you want to reach using specific targeting options such as industry, role, title and other criteria that ensures your ad will only show up in the newsfeed of people you want to reach. However, this advertising tactic is not practical for late stage buyers of your $100,000 widget. Rather, consider advertising an interesting piece of content as a sponsored status update from your page designed to attract new leads as illustrated in the Salesforce ad below.
Partner with Your Favorite Charity
The holidays are a good time to step up your charitable activities. Take pictures of your employees participating at charitable events. Use your website and social channels to share those pictures. Your employees will appreciate the opportunity to participate in these activities. Your customers will likewise appreciate your charitable contributions. While charitable activities should always be authentic, not for marketing gain, there is brand value through reinforcement of your company values. Sharing your charitable activities during the holidays can be appealing to your customers as well as with talented people who may want to work for your company.
Discuss Your 2014 Plans
Whether or not your fiscal year coincides with the new calendar year, this is a good time to discuss what is coming up with your brand in 2014. Other than sharing proprietary information, you can post status updates and blog content about industry events you’re planning to attend. If you have employees who will speak at conferences, share the schedule. Include the names, pictures and topics of these employee’s planned speeches. If there are big issues in progress in your industry, discuss your point of view. Take a stand on industry issues. Be bold by making predictions about such issues in your industry. By discussing your 2014 plans, you can differentiate your B2B brand. Additionally, you can boost your talent acquisition efforts by attracting people with the skills you need.
These are just three ways a B2B brand can market during the holidays. I wouldn’t expect these three suggestions to be “one size fits all B2B brands.” None of these ideas is expected to close business. However, you just might attract new prospects or new employees or both. And, both are good holiday gifts to receive…Do you have any other ideas for B2B marketing during the holidays?