While consumer marketing dominates the headlines during the holidays, there is still room for B2B organizations to capitalize on the holiday season. Being helpful and showing appreciation can humanize your brand and make your company memorable. Here are five ideas to help inspire your B2B holiday marketing campaigns.
Thank You Emails
A simple thank you can go a long way toward nurturing your current customers and making them feel appreciated. According to Clear Seas Research, “The likelihood of selling to an existing customer is 60% to 70%, compared to 5% to 20% for a new one.” Along with your thank you email, consider adding a promotional discount on a product or service that fits their business needs.
Video Greeting Cards
The holidays offer a great opportunity to personalize your brand. Putting together a video greeting card and sending it to your prospects and customers is a nice gesture and can improve brand awareness. For key accounts you may want to develop personalized videos that speak directly to them. These cards can also be published to social media outlets to further your reach.
The Gift Of Content
Educational and entertaining content provides value to your audience along with drawing them in for a potential business relationship. Creating holiday themed emails, blogs and social posts that offer a piece of premium content without the need to provide prospecting information is a great way to continue to build and nurture relationships. Your premium piece should include your contact information and a call to action for those looking to take next steps.
Giving to charity not only benefits those you are giving to, it can have a very positive effect on public relations. Promoting the charities that you give to through social media and offering to match a portion of donations made by current customers can do wonders for the image of your company.
As email boxes continue to overflow, direct mail has become an effective tool to reach high level decision within targeted accounts. Borrowing a page from account-based marketing, take your top 10-100 companies and send them a three-dimensional mail piece that contains an offer on discounted products or services, demo units or even branded merchandise. Something as simple as a coffee mug with your company logo on it can keep your brand at the top of the mind of your biggest targets for years to come.