Summer is coming.
For months we’ve been dreaming about barbecues, sun-filled holidays, lengthy weekends on the lake, and the fantastic begin of summer time workplace hours. It’s so shut.
by way of GIPHY
But for B2B entrepreneurs, summertime typically means distracted or out-of-office goal audiences, prospects, and clients. We entrepreneurs might even sneak out of the workplace for just a few days. And from dips in natural web site visitors and social engagement to being quick on inner assets whereas the gross sales group begs for extra leads, the “summer slump” units in.
The excellent news is that summer time alternatives do exist for entertaining, nurturing, and strengthening connections together with your audiences all through the funnel, in addition to enable you to take a look at and refine your method to complete out the yr robust. Here are some ideas worthy of consideration.
Tip #1 – Revisit and fine-tune your B2B content material advertising and marketing technique.
Keeping a pulse on outcomes and taking steps to optimize efficiency are par for the B2B marketer’s course. And with summer time marking the mid-year level, it’s the proper time to take a deep dive into year-to-date efficiency—not simply the final 30, 60, or 90 days—and examine to years previous. This provides you a extra holistic take a look at how your content material advertising and marketing technique is transferring the needle, for those who’re making constant progress, and for those who’re on observe to hit this yr’s objectives.
If you don’t have a documented content material advertising and marketing technique, cease right here and make that your summer time precedence. Your technique is your roadmap; your single supply of reality that everybody has entry to.
If your technique is documented and your outcomes overview has indicated that you simply’re dropping some floor, put further efforts behind what is working. In addition, take into account testing one thing new resembling interactive content material or piloting an influencer advertising and marketing challenge—or attempt to escape of your stuffy B2B mould to make a summer time splash.
Here’s a bit one thing that mixes all three—an asset that has been affectionately named “Laser Bear.”
Click Here to see the Break Free from Boring B2B Guide in Full Screen Mode
If you don’t have the inner assets or experience to check one thing new, companion with an skilled B2B content material advertising and marketing company. If you’re seeking to partake in some summer time rest, an company companion can take the stress off and scale back your stress stage.
Tip #2 – Reconnect together with your gross sales group to achieve new perception and supply further assist.
Generating leads is considered one of your main targets. But as the amount of incoming leads decelerate or the trajectory of some potential deal closures involves a crawl in the summertime months, there’s no higher time for you to test in together with your gross sales group.
It’s not solely value diving into challenges, alternatives, or key insights for the yr to this point, but additionally working to establish particular summer time purchaser conduct tendencies and the varieties of conversations gross sales reps are having with prospects. This might enable you to establish alternatives to refine and optimize your bigger technique for the yr or personalize content material to focus on particular summer time purchaser wants.
Also, if gross sales group members have upcoming occasions or conferences they’ll be attending, this can be a nice time to realign on targets and refine any current advertising and marketing technique. From natural and paid social campaigns surrounding the occasion to developing personalised nurturing campaigns for leads captured on the occasion, there’s seemingly a chance to assist their presence at an occasion generate extra ROI.
Tip #three – Experiment with social engagement and content material promotion.
Content promotion on social platforms is an integral a part of your advertising and marketing technique—and it may very well be ripe for a summer time shake up. Depending on how your present techniques are performing, now stands out as the good time to experiment with new strategies of promotion and engagement to nurture your viewers by means of the summer time months.
For instance, take into account repurposing a few of your current weblog or web site content material into longer-form content material in your social media channels to function inspiration and foster dialog. This may very well be buyer profiles, tales from the trenches, firm tradition snapshots, and the checklist goes on.
You might additionally create unique content material round tendencies, offering some considerate commentary and inspiring dialogue. Or, for those who haven’t tried them but, take into account conducting polls or experimenting with 3D images that may enable you to enhance your engagement over social media.
Tip #four – Create handy content material experiences.
In the summer time, your goal consumers are pressed for time. So, make it simple for them to devour and interact. Investing extra in content material curation can assist.
For instance, you can begin a weekly information put up wherein you curate info from the highest information articles in your trade. Then, you’ll be able to break these articles down for your viewers offering key takeaways and learnings. This saves your viewers the time of getting to learn and analyze every article— as a substitute, you’re doing the work for them.
Read: Content Curation Inspiration: Types, Examples, & Use Cases for B2B Marketers
Tip #5 – Double-down on showcasing who your organization is.
Your goal consumers want human connection. And you’ve seemingly taken some steps to humanize your model to change into much less stuffy and extra credible in your goal consumers’ eyes. Summer is usually a nice time to take that human aspect to new heights.
One possibility is to create a weblog sequence targeted on firm tradition and the way that fosters the service you present. Or take into account a weekly #TBT put up that includes images and mini tales from group members. Better but, sit down with choose members of your group for an in-depth Q&A video. This not solely helps you set faces together with your firm title and mission, however you’re additionally highlighting material specialists who can present perception and thought management your viewers will join with.
Injecting some considerate humor is one other testing consideration for those who really feel it is smart for your model and viewers.
“Comedy is the most powerful way to humanize a brand because it demonstrates empathy,” seasoned B2B marketer and comic Tim Washer advised us not way back. “Let’s face it, a lot of true comedy comes from pain. So, when we can come out and touch on a customer pain point, we show them that we understand their point of view. When we do something that is self-deprecating, when we look vulnerable, and when we let our guard down a little bit that’s when we make a connection.”
Read our full interview with Tim for extra tips about methods to create distinctive, memorable experiences for your viewers.
Hot Fun within the Summertime
Summer is a busy time for everybody—and your advertising and marketing outcomes can take successful because of this. But you’ll be able to nonetheless keep engaged together with your goal consumers for those who tweak your content material technique to incorporate new content material varieties and techniques to entertain, have interaction, and nurture your viewers.
*Cue the music*
Looking for a bit summer time studying to assist enhance your method to B2B content material writing? Check out this put up on slicing content material bloat to create higher viewers connections.
*Disclosure: LinkedIn is a TopRank Marketing consumer.