Maintaining end of year marketing momentum
Let's face it. The end of the year is tricky for everyone. We’re focused on closing our projects well and meeting our end of year goals while also knowing that Christmas is right around the corner.
For a lot of businesses, November and December are all about sales - Black Friday sales can now span even days or weeks at a time, not to mention the “pre-black friday” and regular Christmas deals!
We tend to think of these sales as belonging to retail-based businesses, and a time for service businesses to take a backseat. But there’s a spot for service business in end of year marketing too. People aren’t just looking to buy new coats and cookware - they’re reflecting on their year in a million different ways.
They’re looking at their Black Friday numbers and dreaming of how they can create an even better campaign for next year, they’re thinking about their leadership wins and losses, the ways their company has grown, and all of the potential for change in the next 12 months.
If you’re a writer, marketer, graphic designer, leadership coach, financial advisor or event planner, this is where you can help!
Come alongside your clients as they reflect and plan for the new year.
Booking clients for the new year throughout December will equip you and them to have a more concrete game plan as you approach 2023 - it's a win win!
But it’s going to take some work to get out of the retail sales mindset as you market for the end of the year. To move toward a marketing strategy that’s more suited for your particular business, here are three angles to consider your marketing from - try each one on and see how it fits:
The Fresh Start Approach
Spaces like coaching and wellness typically take the lead on this “new year, new you” perspective, but what about other types of wellness and improvement? There’s room for more industries in this conversation to explore how they can serve their customers in the new year. A potential client may not realize their stress over finances at Christmas could be helped by a financial advisor unless you make yourself a clear option. The dread that a CEO feels about going back to work after Christmas could be connected to their difficulty managing their leaders, but they won’t make a change unless they know you can help.
Show your audience how you can fit into their end of year puzzle and see where it takes you!
A seasonal perspective
Business momentum at the end of the year doesn’t mean your sales actually have to be at their peak. If you work in an industry that is at its busiest in the summer - like an HVAC company - you don’t need to expend all of your energy trying to make sales in the dead of winter. You know that your businesses’ focus is positioned for the hot months of the year, but you can still be creative as you explore new pathways for engaging with customers in your slower months.
Play the long game
In the same way that you don’t have to rush to have the same level of sales for your seasonal business, maybe you offer a high-value service for CEOs that takes a significant investment. Nurture campaigns are the name of the game for your company, so consider providing a new way for your audience to think about your offering in light of the holiday season. More than anything, focus on being there for your audience. Sometimes all they need to know is that you’re ready for them whenever they decide to take the plunge. Remember that your quiet persistence is laying the groundwork for a more meaningful relationship in the future!
Every company is different - but having an unconventional business model or sales process doesn’t count you out from seeing success in the holiday season, even if you reap the benefits further down the road.
For help determining the best next move for your businesses marketing, book an appointment with us at Murphy Marketing. We’re here to talk through all the holiday or regular-season marketing questions you have!