You’d be forgiven for thinking that the festive period is a poor time for marketing to businesses.
nless products or services are seasonal and effected by Christmas or are in the retail sector, most businesses tend to wind down their marketing over the Christmas period and then restart again in January.
After all, what’s the point of running marketing campaigns if the businesses you’re marketing to are closed for the holidays?
If people are taking time off to spend with their families and aren’t focusing on their business, why should you waste time putting together and sending out marketing emails, blog posts, letters and more?
But, you might be surprised to learn that marketing over Christmas is actually one of the very best times.
Especially for accountants who are targeting busy business owners.
Your potential clients are too busy at other times of the year to even notice your marketing efforts, let alone follow up and act on them.
I know what it’s like when I’m busy and I’m sure you do too – you’re far too focused on getting through your seemingly endless to-do list to be reading loads of marketing emails, letters or social media posts that aren’t related to your needs right that second.
Other business owners are exactly the same.
That means your marketing at other times of the year might go unnoticed.
Your email campaigns might be unopened and deleted, or quickly opened, scanned and deleted.
Your blog posts and articles might go unread.
Your social media posts might be missed among the hundreds of others out there.
All of this great stuff might be missed because your target audience are too busy keeping their businesses going to spend time looking at other things. Their focus is on how they can get everything that they need to do completed and keep their business moving forward.
But, when business owners take some time off over the festive period, they have more free time on their hands and they aren’t so distracted by their overflowing inbox and list of things to complete.
This is the time when you can capture their attention.
Many business owners will be spending time at home, using their phones. They’ll be checking their emails and scrolling through social media because they’ve actually got time to do it.
Those quiet days between Christmas and New Year are especially good for marketing, as that’s the time people usually spend curled up at home on their couch with plenty of screen time on their phones and laptop.
They aren’t distracted by the million and one other things that need done. Instead, they’re relaxed away from the stresses of work and you’ll be able to better capture their attention.
Most other businesses will have very limited (if any) marketing campaigns and messages going out over the festive period, so it’s the perfect time for your business to stand out from the crowd and shine.
Over the festive period you can get your message out there in front of new prospects and plant the seeds in their mind.
Then, at the start of the year, when other companies start their marketing efforts again, you’ll already be a few steps ahead of the rest of the pack.
Automate, automate, automate
You’d be forgiven for wondering how you can step up your marketing campaigns around the festive period when that’s when you want to be enjoying some well-earned down time, just like all other business owners (especially for accountants before the madness of self-assessment season!)
The easiest way to do this is by automating all of your marketing efforts.
Create your marketing emails in advance and schedule them to go out over the Christmas and New Year holidays.
Write, upload and schedule any blog posts or articles you want to set live over the festive period.
Schedule social media posts that promote your business and any new blog posts that will be going live during this time.
If you do all this before closing the practice doors for the holiday period, you too will be able to enjoy some well-earned time off over Christmas and New Year and be content knowing your marketing is covered.
Then, when you return at the start of 2019 your marketing efforts should be rewarded and you’ll be setting your business up for a great start to the new year.
Have you ever considered stepping up your marketing efforts over the festive period before, or do you normally slow down your marketing at this time of year? Has reading this made you think about creating more marketing messages in the form of emails, blog posts and social media posts over Christmas and New Year? What will you do to ensure you capture the attention of potential clients?