The first half of the year is nearly over. GDPR has worked its charm. The summer holidays will soon be upon us. And many are looking forward to a break. However now is not the time to sit back and relax. If anything, now is the time to consider what the next two quarters could have in store for you, so you can continue striding forwards.
Decision makers may well be away over the next couple of months, but that doesn’t mean that digital marketing is in the doldrums. Preparing the ground now for when the kids are back at school, will mean you reap benefits come September.
Things to bear in mind:
- Very few people are away for the whole of the holiday period
- Some of your competitors will still be beavering away
- A review and shift doesn’t have to wait till the end of each year
Managers will be reviewing where they are against their spending allocation over the summer. They’ll be planning on how best to use the budget that’s left. These mid-year months, therefore, are a good time to start sowing seeds. Further developing your customer relationships now will benefit you in the short term, of course, but it will also set you up for an excellent start next year as well.
5 Key actions to take
Review your messaging and proposition
Has the first half of the year lived up to your expectations? Is your proposition still relevant to your market? What have your competition been up to? Doing some analysis of B2B activity on social networks such as LinkedIn could be time very well spent at his point in the year. You could chivvy up some additional support from trusted partners through these networks too. Their input can be invaluable.
Re-assess your targeting
Have a look at how your campaigns have performed year to date. Obviously, you’ll have been doing this anyway as you’ve been going along, but standing back and looking at the bigger picture might suggest some additional tweaks that can also be made. Try to review your audience through a slightly different lens. Perhaps look in more depth at the types of companies you’ve been engaging with and see if a pattern you’ve not spotted before has emerged. Do they have a hitherto not seen feature in common? Gather these insights now and make the most of the new information you glean.
Keep all your GDPR approved contacts warm
There is no reason why B2B digital marketing can’t be as personalised as B2C. Get in touch with your contacts; perhaps even ask them when they’re away. You can then schedule when you approach them with your next campaign and hopefully get in there a few days ahead of your competition, who are operating on a more generic ‘September schedule’.
Get working on your next chunks of content
Bearing in mind the reviews you’ve carried out as per above, check your content plan for the next few months. Tweak it where it needs to be tweaked and then get it prepared. Content creation can be time hungry, so sate that appetite whilst time is a little more abundant. Check your messaging is still focused and strong. And definitely do some A/B testing on a subset of your data if you feel it’s appropriate.
Check your events calendar for the rest of the year
B2B events are a superb means of gathering useable contact data. You meet prospects face to face. You whet their appetite. You get their opt-in to hear more from you. And we’re not just talking about exhibitions here. It can be speaker opportunities at networking events. Co-hosted workshops. Firming up on new and existing relationships over the coming months will bode well for your organisation when another season starts.
Spare a bit of empathy
As with all successful digital campaigns, being able to empathise with your recipients will really help you to connect and engage with them. People coming back from a break don’t want to have to wade through hundreds of dull emails… so make yours stand out and count. You’ll be surprised at some of the quick wins you’ll enjoy if you use your time now thinking this through.
Put simply, we do believe that a change is as good as a rest, so go squeeze the most out of the holiday months and make hay whilst the sun shines.