While B2C marketing gets pretty creative during the holiday season, many B2B marketing campaigns must find a balance between spreading holiday cheer and promoting messages that encourage people to take a business seriously.
B2B transactions can slow down during the holidays as companies become distracted with meeting year-end quotas, employees take paid time off and federal holidays close offices. Because the B2B environment is quieter during these months, companies should capitalize on the advantage. If marketing is strategic, it can be very effective at stimulating results during November, December and beyond.
Embrace the holidays
Messages should acknowledge and even embrace the season. Even if they have extremely serious atmospheres, companies are composed of people. People appreciate being wished a jolly holiday. Marketers may mention how Christmas and the new year affect many businesses and emphasize how their service or product helps with seasonal problems.
Engage the audienceEnd-of-year surveys and satisfaction polls are a great way to keep consumers engaged during the holiday months. While interactions may be very formal the rest of the year, the holidays are a good time to solidify a relationship with customers by using an informal, but still professional, tone.