Summer B2B marketing seems a questionable investment for many companies, as the whole season is perceived to be one of the slowest periods of the year. Although the reality behind this perception is understandable, is there a compelling enough reason to slow down your marketing efforts? This article discusses how B2B marketers can effectively leverage this period.
Here are two useful approaches:
During the summer, many B2B companies choose to scale back their marketing budgets. Paradoxically, according to figures released recently by LinkedIn, the engagement rate with ads on the platform rises by about 10% during the summer season.
Therefore, the good news for those who plan to stay active with their marketing efforts during the summer is that your B2B campaigns will enjoy more visibility due to reduced competition, higher engagement rates, and more favourable costs (less competition = lower bidding). Ultimately, this translates into a greater impact for your campaigns, while ensuring that your brand stays top of mind within your target audience.
Higher engagement rates and lower marketing costs during summer (LinkedIn)
Typical Annual B2B Marketing Activity Pattern
The reduced pace of work during the summer can provide an excellent chance to finally tackle those tasks that are often delayed due to other priorities or time constraints. By dedicating time and attention, you can guarantee remarkable results during the fall.
Here are a few examples to set yourself up for success:
To recap, summer provides a remarkable chance to expand market share, enhance existing processes and assets, address weaknesses, and foster innovation and creativity toward the fall season in the B2B marketing realm. You can make the most of this season by dedicating time to reflection, planning, collaboration, and implementation. So, embrace the summer B2B marketing opportunities and position your business for growth and greater achievements in your industry. If you ever need help with this journey, we are always just a click away.
If you are looking for guidelines, support or specific assistance, please do not hesitate to contact us and to speak to one of our experts.
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