How To: Your Year-End Stealth Campaign
This time of year you hear a lot of moans and grunts from finance teams across the country as we push through from one financial year to the next.
For any sales or marketing team though, this is the time of year to implement one of your most potentially lucrative campaigns. Within the next two weeks your target audience will be be reviewing progress of goals and annual budgets will be allocated.
You want to be on the list of providers for all of your existing and potential new clients, the creation of a mini, intensive campaign that starts ASAP could clinch you some new deals come April.
The process for the creation of your campaign is pretty simple, first, you need to hone your message, then comes the creation of brand assets, finally, you need to get that information in front of the right people at the right time:
What’s new?
In the creation of the messaging for your campaign you need to think about what’s happened at your company in the last 12 months, have you been involved in any outstanding campaigns? Have you grown in any areas in the last year, developed your service or added to your offering? Brainstorm all of these angles and create branded materials around them.
Asset Creation
Once you know what it is you want to talk about, be creative with how you present it. For a digital B2B campaign you could start with onsite content. This means the creation of landing pages, case studies and testimonial pages. You may also want to create some brand literature in the form of a PDF that highlights your company’s strengths and services offered, you may even consider a bespoke email campaign.
Make a List
You should be making a list and prioritising your clients, from there you can decide who gets what type of communication.
First of all, are your retainers safe? Make sure you take special care of your existing clients at this time of year as not all of them will be experiencing growth and you don’t want to be crossed off anyone’s list.
For bigger clients, you may want to consider a bespoke ABM (Account-Based Marketing) approach to asset creation, especially if you’re looking to cross-sell new services this year.
Review every company you’ve done business with and contact them with any of the above brand assets just to remind them of your presence and full scale offering at this critical time.
Get the Black Book Out
Don’t just look at your existing clients, now’s a better time than ever to really dig around your contacts to see what’s out there within your network and within the network of everyone who works at your company.
You may want to consider creating blanket brand assets for cold leads. Contact your target company list and ask for their pain points. Even if they’re not interested in your services at this time it’s important to touch base with them, not to mention obtaining important information you can use to inform your marketing in this campaign and in the future.
Get in front of your audience
For the very cold leads you may want to consider social media advertising. Here’s our guide to LinkedIn ads for B2B. For this exercise it’s of paramount importance to put a lot of consideration into your targeting and ensure you are using specific calls to action that resonate with the different industries you’re targeting.
If you would like to hear more on mini-marketing campaigns for crucial time periods in your industry, get in touch.