How to market over the Christmas holiday

How to manage your marketing over the Christmas period

What to do, and not do, in readiness for the festive season

It’s time to think about Christmas marketing (and I don’t mean glühwein and sausages). It can be a stressful time of year, more so for people running their own small business. It might be your only week off in the year and let’s face it, you have enough to worry about with Christmas presents without worrying about social media presence as well!

To save you some of that stress, we’ve put together a guide for what you need to do (and more importantly, what you don’t need to do) with B2B marketing over the Christmas holiday. Follow these five tips to save time doing what’s essential, so you can spend the rest of your holiday doing what’s really important.

1. Don’t be Elf!

It’s easy to go overboard with your Christmas marketing activity. It’s an easy aesthetic to affect, and there’s Christmassy content puns by the sleigh-full. Just remember that if you’re not open for business there’s no point drumming up trade. Also, Christmas isn’t for everybody, for faith among other reasons. What’s seen as festive to some can come across as tasteless or tacky to others.

But don’t be a total Scrooge either. Keep it simple and professional: say Merry Christmas to your current clients and save the heavy selling for the New Year.

2. Update your business hours

If you’re shutting up shop for the Christmas holidays make sure to update your opening hours. It’s unlikely that you’ll receive enquiries at this time, but if potential clients don’t know you’re closed, you could lose out on potential leads.

Quick Tip: Make sure you update your opening hours across all your visible platforms: your website; LinkedIn; Google My Business; Facebook or any others you may have.

3. Schedule your Christmas marketing

You might have specific events, offers or updates to share over the Christmas holiday, but that doesn’t mean you have to spend your hard earned holiday hunched over your laptop. Twitter has a new feature that allows you to schedule tweets for a later date from its desktop app. Other tools, like Hootsuite, allow you to schedule posts on many more platforms. Similarly, Mailchimp can schedule any seasonal emails, and social media posts, you might want to send to your clients. If you make good use of these marketing automation tools, you might even be able to close your laptop for a while.

4. Take a break!

Okay, now you can put your feet up. No, really. Why not close your laptop as well? It can be hard for small business owners to switch off, but if you don’t your family won’t be happy and you will get both cranky and tired. Follow the advice given in the previous points and you can afford to relax. If you’re not open for business, there’s no point in marketing. Over the holidays, your prospects aren’t buying and you’re not selling, so ease off the promotion. Remember that you are one of the company’s biggest assets! Save yourself from burning out and switch off, even if it’s just for a little while.

5. Strategise for the year ahead

Once you’ve taken some family time, you can, if you wish, go back to work. It’s worth taking some time during your quietest couple of weeks to take a birds-eye-view of your marketing strategy. Make use of free analytics tools, such as Google Analytics, to see what you’re doing right and what you’re doing wrong. With the New Year just around the corner it’s the best time to pivot your strategy, to double up on what works and cut out what doesn’t.

 

That concludes our five steps to help you market over Christmas, and hopefully enjoy a bit more of your holiday. The main thing to remember is that there’s no point marketing if you’re not currently selling! 

Instead, to recap:

  • Update your opening hours and let your clients know when you’re closed.
  • Queue any necessary social posts or emails via automation tools.
  • Take a moment to measure, assess and plan your marketing for next year.
  • Rest and recuperate for a busy new business year!

We hope this helps and gives you a very Merry Christmas!