51 per cent of Americans vacation in July, but 'beach towel' commerce is ongoing
While an estimated 44 per cent of American workers chose to take their vacations in July - this time of year is an important time to use seasonal downtime to fine tune some B2B marketing strategies.
With almost half of working Americans choosing to take time off in July, mobile or tablets are likely to be more widely referenced while prospective customers will be doing all their research while sunbathing (what some refer to as 'beach-towel commerce.') Be sure and market to mobile in summer months by optimizing landing pages, product catalogs and log ins for mobile.
B2B marketers should assume that their audiences are making purchase decisions during the summertime, especially if they are in an industry where summertime is prime season for inventory stock-up and budget planning. B2B brands should always test different times for summer campaigns.
For B2B marketers, this slow time of year for sales may ultimately be a chance to become more aligned with the sales department. A study suggests that when marketing and sales teams are aligned, retention and revenue grow by over 30 per cent. Taking the time in July, when sales people are less busy, to develop a list of prospects or personas to target in the coming months means that B2B marketers can begin to create an inbound strategy to bring these prospects in to the sales funnel.
However, for those who are in the office, while others are out, traditional sales and marketing strategies of being "always on" will be difficult. However, a report suggests that July is a great time of year to be more inclusive with other clients or prospective clients who might also by in the office but perhaps wishing they were elsewhere. Instead of the hard push towards converting clients, use the warm months of the year to focus on building long-term relationships. Follow up with clients you haven’t spoken to in more than a few months, and schedule some form of marketing activity every day. Even the busiest of schedules can take time for an iced coffee out in the sun or an after work drink. These one-on-one meetings will be naturally fueled by the general atmosphere of the season and can enhance your conversation.
Turning this downtime into an inclusive experience for the people in your sales and marketing pipeline will lead to creating long-term relationships with clients and prospects alike. A recent study by Oracle showed that 81 per cent of buyers are willing to spend more money for a better customer experience. Additionally, 85 per cent of all consumers have a positive opinion of a company that supports a cause. Ask yourself this question: “Is there a better customer experience than welcoming prospects into a relationship as if they were already a client, team member, or family member? Making a positive impression on your prospects is a great move forward in the sales process.