PREPARING FOR THE SUMMER HOLIDAYS? QUICK TIPS FOR B2B MARKETERS
Summer is well and truly here, and you may be looking forward to a break abroad, or even taking your chances here in the UK (where the weather will do whatever it likes at the end of the day). But who is looking after your marketing while you’re away?
If you have an agency helping you out, you might not be too worried. However if you’re looking after it on your own, or with a small team - some of whom are also on holiday - there are a few things you can do to make sure all the hard work of the past few months isn’t compromised by a week or two away…
If you have Google AdWords campaigns running, download the Google AdWords app (not AdWords Express). This handy app gives you top-line campaign information including:
- Bids and budgets
- Real-time alerts and notifications
- Call a Google expert
- Act on suggestions to improve your campaigns
SCHEDULE YOUR CONTENT
Not all of your potential customers will be on holiday, so don’t let your content go stale while you are away. You can schedule content for Twitter, Facebook, LinkedIn and other social media platforms.
There are loads of tools you can use, including HootSuite, Sprout Social and TweetDeck.
Check out this article by Capterra, complete with a handy comparison chart for more information.
With Facebook Pages Manager you can view and respond to comments and private messages from your phone (as well as see Page Insights) and the Facebook Adverts Manager allows you to edit your ads and budgets, get notifications of when ads are finishing and keep an eye on your spending.
STILL SEND EMAILS
Most email platforms will allow you to send emails scheduled for a specific time. Marketing automation platforms also allow you set up automatic email sends based on user behaviour. So you don’t need to stop your lead nurturing over the holiday period whilst you’re at that barbeque or lying on the beach…
THINK ABOUT YOUR WEBSITE
As with email, most content management systems (CMS) have an option to schedule content. Nothing screams ‘I’ve gone on holiday and don’t care about you right now’ like outdated seasonal content on your site.
If your website CMS doesn’t have a schedule function, consider putting your best performing content on the homepage whilst you’re away, or at least don’t leave up information about an out-of-date event during your break.
FINALLY… CHECK WITH YOUR SALES TEAM
Just before you leave, make sure there is a plan in place to deal with inbound leads. If you have a small sales team who are also on holiday, make sure someone will be monitoring the group email address and you have an answer service in place so the phone doesn’t go unanswered.
Have a great summer!