Summer vacation has started (or in sight). That means a lot of people go on vacation. This is always a challenging period for marketers. More people on holiday means less (online) interaction on the marketing channels. Of course, this also leads to less sales. That is why companies often choose to share little or no content with their B2B target group during this period. Sin! In this article I share 6 tips to reach your target group in the summer.
Because reaching your B2B target group with interesting knowledge and content on vacation can be very beneficial. Think about it for a moment: you are on vacation and therefore in a mental state of rest. You feel free and in a good frame of mind. Actually, this is the perfect time to share knowledge with your target audience. But how do you reach them if they suddenly don’t sit behind their desk from 9 to 5?
What I personally notice very much as a marketer: the reach is less, but the attention is better – provided you use your content in the right way. I give you 6 tips.
1. Know the behavior of your B2B target group on vacation
You probably already know the behavior of your B2B target group very well. you got it a customer journey made, and know exactly when your target audience often consumes your content.
Normally you might publish content in the morning when your target audience is on their way to work, during the lunch break or maybe after work. But the routine of your target group changes during the summer period. It is therefore very important to have a good picture On which days and times you publish your content during this period. When would be a logical time to share your content?
Of course your traffic and interaction will not be as much as before, but of course you want to attract as many visitors as possible. Otherwise, you will miss opportunities to reach your target audience. And they might even forget you.
2. Adjust your content for the holidays
It’s smart to do it type content that you share with your target audience to adjust during the holidays. For example, you can choose to content form to adjust. Think, for example, of sharing more videos instead of articles. This is often easier to consume if your target audience is on vacation or your B2B client’s office work is on the back burner. Reading content often requires more effort and attention from your audience. Your target group does not feel like that so quickly when they are on vacation. All you have to do is play a video.
That is why it might also be an idea to release podcasts during this period. This just needs to turn on your target audience and they can listen when they lying by the pool on vacation.
You can also make the content lighter. You can thought leadership-content parts that are a little less serious and fun to consume. You can do this, for example, by publishing a summer special dedicated to a specific theme in your industry. Suppose you are a company that focuses on sustainability, for example you could write an article about how you can go on holiday sustainably. Think about this carefully, you might come up with something really fun and creative!
3. Adjust the channel
Your customer journey probably already describes very clearly which channels your B2B target group uses to view new content. Normally you might use channels like LinkedIn or a newsletter to share your content. But you should also change this in the summer period.
If your target audience is on vacation, they may choose not to read their mail or scroll through LinkedIn. But maybe they are on other platforms such as YouTube, Instagram or Facebook. That’s why it’s also important not to ignore other channels for the rest of the year and still use them, even if they don’t normally have your focus. Outside the summer period, this does not have to be as intensive as your usual channels, but in the summer you can use them more intensively than before and move your content there.
Therefore, make sure that your B2B target group is already following your company on these channels before the summer period arrives. For example, refer from one channel to another for the rest of the year. This way you have a better chance of attracting attention during the holiday period. If you can’t reach your target audience through the right channels, that’s a missed opportunity.
4. Create content for mobile
Sanoma conducted a study in 2019 to media use during the summer holidays. This showed that almost everyone uses the internet during the summer holidays, but the way in which this can be done can vary.
For example, it turned out that 92% of people used their smartphone on vacation for the internet. In addition, 40% also used their tablet and 21% their laptop.
This means it’s smart to create content specifically for mobile during the summer months. Content for mobile is different from other types of content. The screen is smaller and the attention span may be shorter. This means that you will also have to adjust the content accordingly.
5. Make use of PR
The same survey also found that 53% of people like to keep up to date with world news during the summer holidays. This is mainly done via websites (61%) and social media (41%).
I mentioned it in a previous article over thought leadership en PR. This would be a good time to hit the news and invest in PR. News is still consumed during the summer period. If you still want to reach your target group, PR would be a very smart move.
6. Catching up on seasonal events
There are also events going on during the summer period. Think of the European Championship, the Olympic Games or the Tour de France. You can do something with this to attract the attention of your target group.
You can create content specifically for these events. Suppose you are a marketing agency, for example you could write an article about how the European Championships are deploying their marketing this year. You could also do giveaways on social media, where your audience has to guess the outcome and win prizes. The more creative you are the better!
The difference between B2B and B2C
You may be wondering: what is the difference between B2B and B2C in this story? Well, not that much actually. In general, all of the above tips apply to both categories. All tips are also applicable for both B2B and B2C, but each type of marketer will interpret this differently based on the category they fall into. B2B will be more likely to focus on sharing content in the form of, for example, a white paper or blog, and B2C will be more likely to opt for advertising on channels such as social media.
Results during the summer period
It is of course inevitable that you will achieve less good results on your content in the summer period than during the rest of the year. But that doesn’t mean you shouldn’t do anything at all. Content is really still consumed, you just have to use it strategically and in a different way. Good luck in the coming period!
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