There’s no doubt that the holidays are a big part of business-to-consumer marketing. Consumer holiday ads from companies big and small are sometimes as familiar to us as decorations and time-honored, family traditions. But is the season ripe for B2B marketers as well? The answer is yes. As with most differences between B2B and B2C, B2B holiday marketing has its own set of best practices.
A Place for the Holidays in B2B Marketing
It’s just as important to show prospects and customers there are real people behind your brand as it is for your B2C counterparts to do the same. So, while glitz, glitter and huge blowout sales don’t exactly represent the B2B tone, there are ways to incorporate the holiday spirit into your B2B marketing. Consider these suggestions:
- Show gratitude. Throughout the year, but especially during the winter holidays, acknowledge the meaningful relationships you have with customers, employees, vendors, partners and other stakeholders. This is the time of year when B2B marketers can break free of our serious side and let good spirits, gratitude and creativity shine. To show appreciation, consider personalized email greetings, e-cards, social media outreach, snail mail or even small gifts for your network of important business connections.
- Embrace charitability. Share the spirit of giving and gratitude that comes with the holidays beyond just personal loved ones. Increase your charitable contributions and donate more time to charitable causes. Consider sponsoring a holiday charity event, donation drive, volunteer project or sponsorship that brings your extended community together and raises awareness for worthy causes. It’s a win-win for everyone involved.
- Acknowledge the benefits of a break. Whether your year was full of successes, challenges or, most likely, a mix of both, the end of the year is usually when we realize how busy we have been and how necessary a break can be. The holidays remind us to slow down, take a moment to breathe and enjoy life. Taking a holiday break is more beneficial than just making time for festivities. It can remind us to focus on self-care and well-being. This is especially important with the global challenges we’ve faced in the past couple of years. Burnout is a real form of extended stress that results in emotional, physical and mental exhaustion. Don’t forget to take advantage of holiday time for yourself and acknowledge that same need for others.
- Look back and look forward. The holidays and the end of the year are a time for reflection. Use the time to evaluate the successes and challenges of your marketing and business practices over the year. After that, make plans to modify accordingly for next year. Identify what worked and what didn’t. Read, collaborate, innovate and communicate your plans for the future with others. And remember to ask others what they learned, what’s important to them and how you can improve your efforts in 2022.
Holiday Festivity is Welcome
While 2021 might look more “normal” than 2020, the upheavals we’ve faced are still very real. As we celebrate the holidays in new ways, it’s important to honor the true spirit of the season. Beyond packages and presents, give with your heart and time. Remember those who are struggling and show kindness to others. When communicating with your audiences during the holidays, share in the delight, generosity and sincerity of this special time of year. When you communicate from the heart, your messaging will illuminate the warmth and creativity of the people that power your brand to spread holiday cheer.
