Digital sales have been growing ever since the pandemic. Nowadays, it's completely normal for customers to spend around $50,000 in online stores, especially during holidays. The same goes for B2B decision-makers, who go for digital self-service platforms capable of satisfying their user needs and helping them with wrapping up their buying decision.
With that robust growth, you probably want to make the most out of your budding connections. But going way too far with your marketing can push your prospects away while doing too little can allow your competitors to steal your target audience away from you with smart human-based marketing.
"What is human-based marketing?" you may ask. It's a brand new approach to sales that is particularly relevant nowadays and the sooner you incorporate it into your strategy, the better it will be for you and your brand. It doesn't matter, whether you are a B2B or a B2C company - modern times taught us that staying human and not ignoring the emotional needs of your target audience is the right thing to do.
In this blog post, you will learn how to wish your customers and prospects merry Christmas, while staying a pleasant guest in their inboxes.
Create the festive spirit
It's not a secret, that a good fraction of your decision-makers don't get to enjoy the jolly atmosphere because they have so much to do before they can let themselves relax and get some eggnog. But it doesn't mean they should miss out on the Christmas hype!
- Make your content mobile-friendly. Even though your prospects are busy, they still want to take a break. How do they relax? By browsing through their mobile phones, of course! They dig through newsletters, watch funny videos, listen to some music, solve puzzles, play mini-games, you name it. Therefore, smartphones make a great portal for interacting with your target audience. This is where you can present impressive images, inspiring videos, or bright illustrations without feeling that you're interrupting your prospects' business routine. As long as you keep your content readable on watchable via smartphone, you can easily capture your prospects' attention and keep them engaged.
- Get your social media ready for the holiday. While LinkedIn doesn't offer as much customization as Facebook or Instagram, there is still a way for you to spread the magic, while not coming off as insincere or overwhelming. Your LinkedIn profile is a great place for greeting cards, merry videos featuring your employees, some tidbits of your everyday work before Christmas, and other content that can get your target audience in a festive mood. Keep your content creative, genuine, but don't go overboard with acting informal - if you built a human, but formal persona for your brand, stick to it. No need to pose wearing ugly sweaters or sharing silly photos just to show that you're "hip too" - keeping your business identity separate from your civil identity is extremely important.
- Cheer them up with good news. We all need some good news in these trying times. Whether it's something positive about your company, the outline of a promising new trend, or a piece of news about the whale population going back to its former numbers, every little bit can make your prospects' day. However, be smart with whatever slice of information you want to inject into your Christmas campaign. Good human-to-human marketing mustn't feel forced; it should look and feel that it belongs here.
Show some empathy for their Q4 pains
While B2C clients spend quite eagerly the days before Christmas, B2B customers still hesitate. Too much is at stake - they want to be sure that their investment ends up with a great return. It’s quite a headache, so when you start a conversation following the human-based marketing rules, you should start it with empathy.
- Be a good listener. Offer them a willing ear and let them vent out, no strings or obligations attached. When people say their concerns out loud and can dismantle them together with a sympathetic and experienced expert, the challenges become less threatening and much more manageable, which would allow you to stir your prospects towards a more optimistic worldview. To make sure that you get their opinions and provide some comfort on the spot, you can develop a special questionnaire or a test for your prospects to fill in. A questionnaire would allow your prospects to write about their issues and make them interested in getting a response for you, while a test can provide them with some conclusions and motivate them to agree to a personal consultation from you.
- Give, not take. “Of course!” you would say “I intend to give my prospects a Christmas discount or a special Christmas offer! This is how they know how much I appreciate them!”
Indeed, a good discount offered at the most appropriate moment can do wonders for your sales rate. However, Christmas isn't about hunting for discounts or boosting sales. It's about letting your heart grow ten times bigger and doing something nice for your clients just because you can. So, make sure that your Christmas present doesn't have "BUY! BUY NOW!" written all over it. Make it meaningful and genuine.
- Personalize, like you never did before. You should be used to personalizing your content by now, so you already know how human-based marketing works. However, Christmas is a truly special season. No matter how much we have grown up, we still wait for someone to reach out to us, look into our deepest fears and wishes, reassure us, guide us and give us something we have always wanted. This is why you must pay extra attention to your loyal clients and your prospects' companies. The more you understand them, the easier it would be for you to adjust your content and hit the spot for your target audience.
Never forget to say “Thank you”
No, it won’t help you score sales or increase profits during the Christmas season. That’s not even about sticking to human-based marketing.
Sometimes, you simply must speak from the bottom of your heart and remember all the good things that both happened and will happen in the future. It's about sharing warmth and positive emotions with people you worked with - because you all helped each other to achieve your goals and it's worth celebrating.
It's acknowledging that your prospects are going to enjoy their holidays, their time with their friends and family, and wishing them the best experience possible. It's thanking them for the job well done, for the effort they put into their work, and for their support.
It’s admitting that you’re happy about meeting your prospects and loyal clients, that you hope to keep working with them further - not because of the revenue, but because you admire them as persons.
It’s a very small gesture. But it speaks volumes about how you feel about your target audience. So, before you commit to celebrating Christmas, don’t forget to create and send a “thank you” email to each of your loyal customers and launch a holiday greetings email campaign for your prospects for wishing them merry Christmas. Remember to be brief, yet sincere. Show gratitude, recognize the input of every prospect and customer into your business - and give them your best wishes.
Merry Christmas from Folderly team
Our Folderly team wants to thank everyone for reading this blog post. Whether you're our loyal customer, a regular visitor, or just a first-time guest, we hope that your Christmas preparations are going well and you're ready to close Q4. We have no doubts that you have done well: a year of challenges and victories is almost over and now it's time for some well-deserved rest.
We wish you a wonderful Christmas. May you spend it just the way you like it, with your loved ones by your side and your business matters settled. May your mind stay clear and may your heart be eager for innovation. May all your challenges melt like snowflakes at the fireplace.
May you all stay safe, warm, happy, and prepared for new discoveries!