It’s a story we hear year after year: as December rolls in, B2B businesses start pressing pause on their marketing.
The assumption seems to be that everyone’s checked out for the holidays... but we couldn’t disagree more.
In fact, quieter festive weeks can offer one of the most powerful windows for B2B brands to lean in, not fade out.
In this blog, we look at why continuing your marketing through Christmas can set you up for a stronger start to the New Year and help you maintain the momentum you’ve built.
Planning ahead
Cliff Richard sang that Christmas is a time for giving and a time for receiving... but it’s a time for decision-making too.
In December, businesses will start planning their budgets for the year ahead. This makes it the ideal time to introduce yourself or push prospects to make that decision.
You don’t need to expect responses or final decisions. Just keep prospects warm and they could just make you their priority come the new year.
Plus, taking this approach means you’ll spend less time catching up in January!
Free time = decision time
Christmas often means more free time, and more free time means more time to scroll.
Slowing down your social media output means that you won’t catch these people.
Plus, since some businesses reduce their marketing output over this period, there is less noise and less competition, meaning you have more chance to stand out.
Sopro.io reports that B2B buyers have already decided on what they want and completed 70% of their buyer journey before they even make their first contact with you. So that one email, social media post, message or piece of direct mail could be the catalyst they need to choose your services.
The season for goodwill
People are often more open to networking conversations during the festive season.
The positive emotions associated with this time of year make individuals more inclined to help others. As a result, December can be the ideal time to request informational interviews, ask for guidance or simply reach out for a casual coffee and a chat.
Senior leaders and executives, who may be difficult to connect with during busier periods, often have lighter workloads or a more relaxed mindset toward the end of the year. This can improve your chances of getting a response, or even booking a meeting your next client.
After all, one can only play so many games of Monopoly with competitive family members!
The chance to have fun!
When it comes to your content and messaging, Christmas certainly gives you the opportunity to try something more fun.
According to Oracle, 48% of people don’t think they have a relationship with a brand unless it makes them smile or laugh and 72% of people will choose a business that uses humour over one that doesn’t.
Whether it’s ‘advent calendar’ style email campaigns, funny social posts from around your office or team get-together, or a gift to previous contacts or dream clients in the post, lighter, more humorous content always goes down a treat at Christmas.
Having said this, your Christmas content should fit into your regular marketing strategy, reinforcing the story of your brand and endearing your audience to your team.
Lots of businesses slow down in December, but the ones who stay present often see the biggest gains. Your marketing doesn’t need to be loud at this time of year. It just needs to be there.
People finally have the time to read, think and explore. A simple post or email can land far better now than it would in the middle of a hectic month.
This is why Christmas creates such a useful opening. Your audience has more room to notice you, your competitors are quieter, and the small touches you make now can shape how people feel about your brand when January arrives.
If you want support keeping things moving in a way that feels steady and natural, Flamingo Marketing Strategies is here to help you stay visible and start the new year with real momentum.
What Christmas content should B2B businesses create?
While this can naturally vary from industry to industry, here are a few ideas for festive content:
Email marketing
You could send a ‘year-in-review' email, highlighting key achievements, offer a holiday resource bundle with reports or templates, or provide a limited incentive such as discounted renewals or free add-ons.
Keep the tone professional, helpful and value-driven while adding a subtle festive touch.
Social media
This is your chance to inject a little fun into your socials – if you don’t already!
If you’re office-based or getting together around Christmas, be sure to take plenty of photos and provide company updates on what you’re up to.
(As much as LinkedIn is B2B-focused, behind B2B businesses is people – and people love people!)
It's also a good opportunity to tell stories, promote offers and reflect on your work across the previous year.
Articles
Well, this one’s a good place to start.
Even if the link to Christmas is tenuous, it can be a fun and engaging way to share relevant and valuable content with your audience.
Direct mail
Direct mail campaigns are a thing of the past, right?
Well, we don’t think so.
In this digital age, physical post stands out now more than ever, giving you the perfect opportunity to send ‘gifts’ to your clients, leads and prospects.
When we say ‘gifts’, why not slip your brochure, product guide or sales letter in with a box of chocolates or bottle of wine?
Since people often feel relaxed at Christmas, it could be the perfect time to catch at their happiest and introduce your brand in an engaging and unique way.
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We’re here to help!
We’d love to offer you 60 minutes of our time to find out more about what you do for your customers and show you how we would tackle your marketing (and messaging) to drive the best results. We’ll spend up to 60 minutes on Teams where you can share what you’re doing marketing-wise and we can give you some ideas, feedback and suggestions of additional things to throw into the mix.
You can watch the video below to find out more.