I know what you're thinking - B2B marketing? On a major holiday? Why don't I just toss budget dollars into the copyroom shredder? Unlike B2C marketing, it's a reasonably safe bet to assume that your audience isn't going to be at their computers on July 4th, and likely to be on a shorter work schedule even if they are. They're checked out - not in business mode and definitely not in the usual frame of mind that inbound marketing looks to link up with. Most B2B companies would probably put their own marketing efforts on pause here, but they'd be missing out on some seriously great opportunities. Here's how to turn a fizzled "dud" of an Independence day marketing effort into a we-keep-this-in-the-back gigantic finale-style fireworks bundle:
Light the Fuse
In the days leading up to July 4th, your prospects may be devoting a little more mental time to that upcoming BBQ than quarterly ordering cycles. Let them know that your company knows how to enjoy a day off too by sliding in a burger recipe or grilling tips in the last marketing outreach before the 4th, or touching on best practices like baby powder to remove sticky sand from beach-bound arms and legs. Avoid negative "tips" like firework injury warnings or drunk driving PSAs - keep it light and interesting. Make sure your tips are on-brand - perhaps even naming a salad or dessert for your company - and they'll have you on their mind as they relax, flip burgers and share time with family and friends. That's a great association to form, and one that will carry into decisions once they're back in the office. (Bonus points for locally-focused B2Bs: use information on the best spots in town to catch fireworks to remind clients that you're local too!)
Check the Guest List
Autoresponders - aren't they the worst? You hope to make a B2B connection, but you get the modern version of an answering machine instead. Not so fast: you don't need to let these holiday stonewalls slow your momentum. Use auto-response emails to mine important information and shore up your contact information lists. Not only will they help you weed out "dead" email addresses and provide hierarchy information (e.g. "Please contact assistant buyer Bob Smith [[email protected]] with any questions."), they also provide auxilliary contact points like physical mailing addresses and phone numbers. Typically, access to this information is restricted to those that voluntarily respond to marketing emails and thus deliver their email signature blocks, but July 4th opens up a world of automatic possibilities.
Keep the Party Going
B2B inbound marketing is all about addressing pain points, so put yourself in your clients' shoes when they shuffle back to the office on July 5th. They're probably tired and sunburnt from a day cooking out or dealing with mosquito bites from a firework-viewing party. Wouldn't it be great if your content addressed some of these problems? Again, much like the burger recipe tactic, you'll want to be subtle and on-brand, but a few proven tactics for taking the sting out of sunburn or the itch out of bug bites wouldn't go wrong if they're seated logically within your overall marketing email or post content. This is also a good time for B2B companies with an annual outlook to remind clients that the "year is more than halfway over!" and bring up ordering cycles; the date is fresh in their minds from the holiday itself.
This Independence Day, don't forget to have a little fun yourself, either! Marketing is hard work, and days off don't often fall on a weekday. Whether you're taking off Monday and making a long weekend of it or just enjoying an unexpected break mid-week, these content and method suggestions can all be pre-loaded so you can get back to the grill and admiring the fireworks. After all, it's called Independence Day - not languish-in-the-office day: enjoy your break and get ready for some more great B2B marketing posts coming up!