Good news: the holiday season is almost here! However, this may be the most challenging time of year to attract new customers and maintain existing ones’ attention. As a result, many companies will cease their lead generating activities until the first quarter of the following year.
However, that’s no reason to really do it. Your prospective customers are still browsing the web in search of answers to their problems. There are a lot of potential buyers who could be lost if you ease off on the gas.
That being said, this season’s festivities should not serve as an excuse for laziness. We’ve outlined five strategies that will help you maintain a steady stream of leads and sales opportunities all during the holiday season.
Maintaining Lead and Sales Generation During the Holidays
It’s possible to stand out from the crowd and take advantage of lead generation chances that others overlook throughout the holiday season. Some suggestions for B2B companies’ holiday advertising campaigns:
1. Invest Heavily On Mobile
Definitely, mobile is where it’s at. People spend significantly more time than normal on their mobile devices during the holidays, whether they are traveling, shopping, or just relaxing.
Since engagement and conversion rates are greater on desktop, this presents a problem for B2B marketing teams who would rather have prospects visit their site via desktop than via mobile.
So what should you do?
Prepare yourself for the holiday season by putting even more effort than usual into your mobile conversion rates and landing page optimization.
Think of a sales process that is mobile-only. Making registration as simple on mobile as it is on a desktop can boost conversions if your onboarding process is extensive.
It’s best to limit mobile signups to just email address if your desktop form has many fields. Then, you can get the remainder of the information via a confirmation email.
During this Christmas season, you should be more proactive in driving traffic to your site and doing A/B tests to boost mobile conversion rates.
Guarantee that all of your landing pages and the user experience they provide are compatible with mobile devices and are optimized
2. Share a coupon for the holidays
As the season of giving, the holidays are a great time to go the additional mile and send a Christmas voucher to your customers and leads, helping you to improve your ties with them. Moreover, who doesn’t enjoy saving money with a coupon?
Distribute them to former customers as a means of regaining their business, to current ones so as to increase loyalty and decrease churn, and even to former prospects as a means of reacquainting them with your brand and its value. A simple coupon at a discounted price will do. You can easily get in touch with former customers and new leads by including the price in your user acquisition budget.
3. Make your email marketing more holiday-themed
Business-to-business (B2B) decision-makers typically use the quieter holiday period to prepare for the coming year, which often involves catching up on email and setting up meetings.
Thus, it is possible that managers will spend more time reading and replying to emails over the holidays.
Therefore, you should seize this wonderful chance. But let’s be honest; nobody likes receiving unsolicited emails promising improved performance from yet another generic product. I get at least five of these emails a day, and I delete them all without reading them because they are all the same. The ability to communicate with a real person is no longer a nice-to-have but rather a necessary step in the purchasing process. Also, clients these days gravitate toward companies that treat them like people rather as leads.
You could use our advice on how to send effective cold emails, but it’s the holidays, and the last thing anyone wants is a business email. Try one of these alternatives instead:
Remind your consumers of what they’ve accomplished with you this past year by sending them a year-end email.
Write a creative, non-generic Christmas greeting to clients as you send out your sincere “happy holidays” emails this year.
This will keep your prospects engaged with your brand during the holidays and set the stage for a productive year of interaction once the new year begins.
4. Share a Holiday Video
This is not a recommendation to create yet another explainer film to show how fantastic your product or service is and how it will alter the business of whoever buys it, even though video marketing is effective.
Put your energy into making a hilarious, low-key holiday-themed video that doesn’t feature any overt product placement.
This is just a few examples:
Perhaps a cute video of your staff having a meeting while dressed as elves to discuss the holiday presents?
An adaptation of a popular holiday song that sends a message about your business, its clients, or its products in a satirical way.
Your brand’s visibility and your website’s organic traffic could both benefit from a holiday-themed film that goes viral.
5. Share seasonal articles
The holidays are the best time to put your creative content skills to the test. This is a great opportunity to create a few particularly innovative blog entries that will stand out among the daily stream of information we normally publish and increase organic traffic for the entire year. Experiment with, for instance:
Upbeat summary of the most positive comments and ratings from your clients.
A group of eight or twelve articles (for the 12 Days of Christmas or eight days of Hanukkah).
A helpful guide for surviving the holidays in your sector, tailored to the specific challenges your clients face at this time of year.
Don’t let production halt over the holidays
That settles it. You won’t need to worry about your go-to-market team falling short of their goals this Christmas season because of a lack of leads or a depleted pipeline. To get people to pay attention to you during the holidays, all it takes is a little ingenuity and a fresh outlook on things.
This time of year is ideal for setting yourself apart from the competition and showing your leads that you mean business and have no plans to slack down because of the holiday season. Don’t squander the festive season. Start the new year out strong and ahead of the game.
Need help with B-2-B Sales Production? Reach out to me, I’d be glad to share more ideas to help you and your team meet your goals!