As a business to business (B2B) company, a marketing calendar is essential for the effective delivery of your marketing strategy.
What is a B2B marketing calendar?
In my previous post, I explained that a marketing calendar is way of organising your marketing activity throughout the year. It doesn’t need to be fancy, an excel spreadsheet is perfect and allows you to update as you go.
In this blog, I focus on things to consider when planning your B2B marketing calendar. If however you’re a B2C business, you can skip to my previous post here, written specifically for you.
Industry peaks and troughs
In your business you’ll be familiar with your own natural peaks and troughs so take these into account when planning your marketing activity for the year, remember you’ll need to have tactics in place to combat the troughs well in advance, so when you get there your order book won’t be empty.
Don’t forget to include any events or trade shows you take part in within the calendar, ensure you have your actions prepped so you’re ready in time and avoid the last minute rush.
The B2B buyer
When thinking about how far in advance to complete marketing actions for a particular event or season, remember that a B2B buyer is more cautious and takes longer to make a decision than a B2C buyer. In addition, there may be internal hoops to get through before approval is given to buy your goods or services. So ensure campaigns kick off early enough.
Although a B2B business may take a while to make a decision, once they’ve made a purchase with you they are more likely to use you again. Retention campaigns throughout the year will be vital, after all it’s easier to keep an existing customer than find a new one.
For more advice on marketing activities and how to beat the troughs, see my posts linked below.
Diversification: 3 ideas to increase sales
But whatever your business, the old adage is true. If you fail to plan, you plan to fail.
If you’d like help to implement any of my advice, why not contact me to arrange a Free Business Review? This is a genuinely free 2 hour session whereby I’ll come into the business and spend two hours giving you advice to make positive changes. Click here to arrange yours now.
Have a great month!