5 B2B Holiday Marketing Methods

Anyone who has worked in the retail industry can attest to the fact that the holidays are the busiest time of the year. But for B2B companies, everything seems to slow down over Christmas.
B2B holiday marketing

B2B Holiday Marketing 

Anyone who has worked in the retail industry can attest to the fact that the holidays are the busiest time of the year. But for B2B companies, everything seems to slow down over Christmas. Many such businesses feel like the festive season is the perfect opportunity to unwind and take it easy. 

However, this shouldn’t be the case – end your year on a high, and gear up for the next quarter instead! Seasonal marketing is something that every business should be using, B2B companies included. And if you’re stuck for ideas, we’ve outlined five simple Christmas marketing methods below!

1. Holiday Discounts and Offers

Just because you’re not a public facing company, that doesn’t mean that you can’t offer holiday promotions just like every other business. Of course, some tactics, like joining in on big sales days such as Black Friday and Cyber Monday won’t work for every organisation. But it’s generally easier to become a part of a bigger event, rather than create your own. This is because people expect discounts at certain times of the year, whether they’re an individual or representing a company.

It is important to bear in mind though that during the lead up to big sales days, including Christmas and the January sales, advertising costs go through the roof. So it may be best to start email or SMS campaigns, rather than spend a fortune on PPC and other advertising. And don’t worry about being too serious with this content – the holidays are meant to be fun and relaxed, and your tone should match this. You may even wish to include a tree-mendously funny pun or two…

Lots of organisations will know that the festive season is typically slow for B2B companies, so will understand the reason behind holiday deals. And if they have flexible budgets, they may be happy to take you up on your offers and discounts. 

holiday discounts and offers
2. Get Personal

What better time of year than Christmas to get more personal with your audience, showing them the human side to your business? Many relationships within the B2B market are built on personal connections, so it may be a good idea to take a tailored approach to your outreach.

Perhaps you could offer personalised season’s greetings to your current clients from your CEO, or maybe create a custom-made year in review for your biggest customers. At the end of the year, many companies will be reviewing any outstanding contracts, culling those that are no longer useful. So you want your clients to feel valued, and that you appreciate their business. 

And when it comes to outreach, personalising your message is bound to see better results. Even just including a person’s first name in an email subject line can improve the open rate. According to Oberlo, personalised subject lines can increase your open rates by 50%. Segmenting your marketing list can also be helpful when it comes to tailoring your content, and offering specific deals to certain customers. 

3. Free Engaging Content

People spend a lot of money over the holidays. In 2020, Brits spent around £24.2 billion on gifts, which works out at approximately £476.05 per person. So when you’re offering free content, your audience should jump at the chance! Getting anything for free over Christmas seems like a minor miracle.

Not only this, but if you’re providing helpful content, from blog posts and infographics to videos and audio recordings, people have more time on their hands over Christmas. Taking holiday time at the end of the year is common, and sometimes people just want to distract themselves from family drama! You may be surprised at how popular your content gets during the festive season.

 Making at least some of your content holiday themed will also ensure you appear relevant, and easily relatable. Some B2B businesses may have to try harder than others to get into the spirit of the season (making office supplies seem Christmasy, for example, is a challenge) but there will always be a way to make it work!

charitable activities

4. Promote Charitable Activities 

A great way to engage with potential customers is to promote any charitable work you’ve been involved in. This could be anything from fundraising activities to sponsoring a particular organisation or event. While you don’t want to shout about your charitable giving from the rooftops, or make it seem any less heartfelt, customers are likely to be impressed by philanthropic activities.

The holidays are meant to be a time of giving, and working with a charity can be a very rewarding experience for both you and your colleagues. Potential clients may furthermore be more inclined to work with a business making a positive impact on society.

5. Outreach is Key

As mentioned above, Christmas tends to be a quiet time of year for a lot of businesses not working in retail. So it can be a great time to reach out to other companies, catching up with old acquaintances and making new connections. You can prepare your business for the new year, by setting up a few deals and agreements. 

You won’t be competing against so many competitors during the holiday season, as a lot of them will be working with fewer staff, and there should be fewer distractions in general. Essentially, your marketing is more likely to reach your target audience and have an impact. So try out a few different ways of communicating with clients, from email campaigns to personal phone calls.

It’s also good to remember that simply being available over the holidays can work in your favour. This may be something that sets you apart from the competition. Ensure that you advertise your festive opening hours clearly on your website, and assure any prospective clients that you’ll be available to help them throughout December.