Rising Above The Festive Noise: B2B Marketing During the Holiday Season
The holiday season is a time defined by joy and celebration. For B2B marketers, it’s an opportunity to close the year on a strong note.
Every communication channel seemingly twinkles brightly with flashy promotions and emotional messages that undoubtedly captivate the minds of today’s consumers. With this expected bombarding of messages in the market, B2B organizations can find it challenging to make their voices heard amid the festive noise.
B2B messaging strategies don’t include “door-busting deals” and festive packaging. B2B companies operate differently: decision-making is more complex, involves multiple stakeholders, and relies on relationship-building efforts. This highly commercialized season creates a cluttered environment, making it difficult for B2B organizations to accomplish their goals of creating brands and driving purchases. It becomes crucial for B2B marketers to refine their strategies to properly communicate, cutting through the noise.
Want to learn how YOUR business can successfully communicate during this festive time of the year?
Here are three ways you can cut through the holly, jolly noise:
Personalization and Relationship Building
The holidays are a time for relationships and community – and a great time to capitalize on the importance of your relationships and communicate your appreciation to your audience. Showcasing the human element of your business adopts this aspect of the holiday spirit and shows your audience that you CARE about them and your community.
Foster key relationships through personalization. In a sea of generic holiday messages, personalized communication stands out. Tailor your content to address specific pain points or industry trends relevant to your B2B audience. Your communication should resonate with them and create a positive touch point for your brand. Try connecting with them on a deeper personal level by sending personalized greetings, customized gifts, or exclusive end-of-year offers reinforcing your commitment to their success.
Strategic Timing and Channels
Your audience’s schedule looks a lot different this time of year. Some industries may experience a slowdown during the holiday season, while others may be gearing up for a busy period. Recognize this change and plan your campaigns when they are more likely
to be receptive to business-related content. Ensure that your messaging coincides with key decision-making periods for B2B companies so that your message makes an impact.
Plan the use of your platforms wisely. Social media can be oversaturated with consumer-focused holiday messaging. Consider streamlining your approaches to email marketing, LinkedIn, and those platforms where B2B professionals are likely to engage and escape the season of consumerism.
Engage Through Social Responsibility
Tis the season for generosity! While consumerism is high during the holiday season, so is the philanthropic spirit. B2B audiences are highly focused on working with companies that align with their purpose and values. By participating in this season of giving, you can position your company as a brand that prioritizes its ability to do GOOD, setting you apart from the rest.
Demonstrate your corporate social responsibility by incorporating charitable initiatives into your holiday campaigns. Involve your employees and customers in these acts of kindness, creating a community committed to helping others. Being transparent with these acts of kindness and clearly communicating the impact builds trust amongst your audience.
While these holiday initiatives are impactful, continuing your generosity beyond the holiday season shows your clients that you are truly dedicated to a better future. Year-round contributions and ongoing partnerships help differentiate your brand and build a positive corporate image.
The holiday season presents unique challenges for B2B marketing, yet it also offers a valuable opportunity to connect with your audience on a deeper personal level. By prioritizing personalized content, platform utilization, and social responsibility, your communication efforts can rise above the festive noise and make a lasting impact.
The important part is to make sure it’s not just window dressing and tinsel but full of substance and meaning — just like the holidays themselves.
Want to learn more about creating messages that make YOU stand out? Give us a Chirp!