B2B Marketing Tips to Beat the Summer Slump
Keep Your Cool This Summer with These B2B Marketing Tips
For many, Memorial Day marks the unofficial start to summer. That means more vacations, more barbeques, and less time in the office, but also fewer people visiting your site and fewer visitors converting to leads. While it’s relaxing for some, it can actually add up to more stress for B2B marketers. To help beat the heat (from your boss), here are some tips to help keep your marketing programs cool:
Know When to Play it Safe
Yes, I know this bit of advice may raise a few eyebrows. But while a really fun, clever, or creative idea may attract a lot of eyeballs on your content, it’s no guarantee. If you don’t have an idea about what type/style of content always attracts a lot of website traffic, take some time to review your website analytics so you can answer that question. Things that have worked time and time again within our content strategy include lists. People love sharing lists — they are easy to read, comprehend, and share. Consider releasing a list of people, lists of you favorite blogs, lists of infographics, etc.
Crowdsourcing content is really a no-brainer. It allows you to create content while putting minimal effort into the mix, aside from organizing the group and editing the content. It also sets your content up for success in terms of page views and traffic. Typically, you can count on your participants to share, RT, and +1 your content since they had a hand in the creation. Here are 6 tips to help streamline your crowdsourced content.
Editorial calendars and content creation calendars can be life savers during the summer. Instead of scrambling to maintain your content promise and publishing schedule, be sure to plan out at least one month in advance. If you can, try to plan out the entire summer’s worth of content. That way you can complete content ahead of time and schedule it to be released, so you can get back to your [enter drink of choice] at the pool, beach, golf course, backyard, etc. Earlier this year, my colleague Kevin Cain wrote a great blog about editorial calendars (and content creation calendars) — read it and get to planning.
Hire a Freelancer or Intern
If you have a small team, it may make sense to get an inexpensive resource on board to help out with some of the day-to-day routine activities. This can be a big help if you find a reliable, smart, trusted resource to help out when your team dwindles due to vacation days. Here are some tips on finding and working with freelancers and working with interns.
Take Advantage of the Lull
Since summer can be a little slow, it is a great time to dedicate to professional development. Michael Brenner of SAP and B2B Marketing Insider recently published a list of the best 11 books for B2B marketers. If you haven’t read the books on the list yet, make it your goal to finish a few this summer.