How to still win business leads in December
December can be a painful time for B2B marketers because everybody’s focus shifts to the festive season. Business attention suddenly becomes internalised to ensure everything is wrapped-up and adequate cover is in place for the holiday period.
So how do you get your target market to take notice of you from behind all the tinsel, Christmas carols and endless replays of classic songs involving Noddy Holder?
Change your message
You are unlikely to get instant closure at this time of year, so change your message to demonstrate how you can benefit prospects come the new year – a time for new projects and opportunities.
If your business model is built around fast sign-ups and sales then stress the benefits of how coming on board will make it easier to wrap things up before Christmas.
In either case, make it clear that you are the key to a stress-free Christmas or efficient start to the new year.
Don’t hold back
Many companies hold back and reduce resources over December. The prospect of dwindling opportunities is often accompanied by a reduction in marketing budgets. However, we have found that being aggressive and staying at the forefront of people’s minds not only delivers enquiries in December, but also has a knock-on effect into January.
Use multiple channels
Use all the channels at your disposal to maximise every opportunity and identify the most engaged leads. You can also try different message variations simultaneously and use the data to enhance other campaigns.
Get back to basics and talk to prospects. Over the course of the year you will have amassed data on leads that did not convert. So, why not follow-up now and see how their year went?
Test new strategies and channels
Don’t be afraid to dip your toes in the water and try new channels and strategies to get an idea of what works and what doesn’t, so when January comes round you can hit the ground running.
While it is unreasonable to expect the same level of results you achieved early on, you can still make it a month that counts and leave yourself in a strong position for the new year.
Just remember: if you aren’t there someone else will be.