Most B2B businesses will see a drop off in their rate of new client acquisition at this time of year. This is because people will start to delay decisions until after Christmas as they will be focused on the list of “things” they need to get done between now and then. This actually gives you a great opportunity to polish up your marketing so you are ready to hit the ground running when businesses get geared back up again after the festive period. Another great bonus is that people naturally reflect over Christmas and the New Year and come back to work with a load of New Year resolutions. These resolutions generally entail doing things differently which means they might need you. Even if you provide products or services direct to consumers the same applies as even consumers will want to find ways to hit their New Year resolutions too.
I’m positive you will also be making New Year resolutions to improve your business performance so by putting in some planning now you can really get the New Year off to a flying start. Right then, here’s what you need to be thinking about…
What do I offer that might match to someone’s New Year resolution?
You need to think about the most popular resolutions that get made. As a guess I would say for an individual it would be health related and for a business it would be either increased sales/profit or improved efficiency. If you don’t have a product or service that maps across to those resolutions then think of other resolutions that you can help with.
How can you help people achieve their New Year resolutions?
Be imaginative and support their desire to achieve their vision for 2014. This is all about helping them with their transformation. You need to write the marketing copy in a way that talks directly to their need and the transformation they want.
How are you going to communicate this to your target audience?
You know what you are going to offer and who it will help so how are you going to let them know your help exists? One of the main reasons to do this piece of thinking ahead of the New Year is so you can get all of this planned out and find as many marketing channels as possible (which don’t have to be expensive!) to help you get the word out.
The weeks will fly past from now until Christmas so don’t delay!