Black Friday sales have steadily grown over the years, totaling $7.4 billion in 2019 alone.
B2B businesses are increasingly looking to leverage the hype, but they must remember to keep it different than their B2C counterparts. Here are some tips for them:
Make Use Of Promotional Email Marketing
Conventional Black Friday marketing uses the FOMO (fear of missing out) tactic to drive increased revenue. B2B firms can adapt this to promote their services via email marketing.
For instance, you can offer a limited-time service upgrade for negligible cost if you provide service packages. This can provide added value to your consumer, leading to increased revenue in the long run.
Design Compelling Landing Pages
77% of B2B buyers are conducting detailed cost/benefit analysis before making a purchase. Out of which 75% are using more information resources for research.
This inevitably means your website has to appeal to your audience if you are to gain anything on this Black Friday. Invest in creating customized landing pages that highlight what makes your service different.
You can use these to create holiday-centric offers that entice prospective consumers into reaching out. B2B has longer sales cycles, which is why going straight for conversions might be a bit of a stretch.
Add Creativity To The Mix
While B2B is undoubtedly more professional, it doesn’t have to be bland. The holiday season allows you to be creative, so make the most of it.
Follow your retailer counterparts to add creativity to your marketing plan. For instance, you can extend your warranty period or discount promotion.
Industry research reveals that emails that convey urgency see 59% increased transaction-to-click rates and almost 2X the transaction rates as standard emails.
Another idea would be to pair up with a complementing service provider to offer limited-time services. A layman example would be a sales software offering an ERP integration.
Such creativity does not go unnoticed and can boost your brand awareness and lead generation efforts.
For more tips on making the most out of your B2B brand, get in touch with us with us today!