Running a business and staying relevant and engaging with your audience is crucial. A creative strategy that has gained popularity in recent years is leveraging national days or “holidays” to add flair to your content. While this approach is commonly used in B2C marketing, a question that often arises is whether national days have a place in B2B marketing. In this blog, we will explore the value of using national days in your social media marketing and examine their relevance in the B2B sector.
The Social Media Trend of National Days
National days, also known as “holidays,” are days designated to celebrate a specific cause, event, or theme. From International Women’s Day to National Coffee Day, there’s a national day for just about everything. Marketers have recognised the opportunity to tap into these days to create engaging and relevant content that resonates with their audience. But does this trend work for B2B marketing?
The Pros of Using National Days in Social Media Marketing for B2B
Humanising Your Brand – National days provide an excellent opportunity to humanise your B2B brand and connect with your audience on a personal level. For many B2B businesses, there’s often a perception of formality and seriousness. Sharing posts related to national days allows you to showcase the people behind your business, making it more relatable and approachable. It conveys the message that your brand is not just a faceless entity but comprises of individuals with interests, values, and personalities.
Increased Engagement – One of the primary advantages of creating content around national days is the potential for higher engagement rates. These posts tend to be more shareable, as they align with popular, trending themes. Users are often drawn to content that resonates with their current interests or the broader cultural context. As a result, using national days in your social media marketing can help expand your reach and boost your brand’s visibility, effectively leveraging the popularity of these themes to your advantage.
Creative Content – National days offer a creative canvas for B2B brands. They allow you to infuse your brand’s personality into your content and explore inventive ways to convey your message. By tying your brand’s message to the theme of the day, you can create content that is not only engaging but also sets your business apart from competitors. The creative element adds dynamism to your social media channels and keeps your audience intrigued.
Educational Value – Sharing content related to national days in your industry can provide educational value to your audience. For example, if your B2B business operates in the tech sector, you can share insights, tips, and information on National Cybersecurity Day. This not only showcases your expertise in your field but also positions your brand as an industry leader. It is an opportunity to educate your audience and establish credibility.
Relationship Building – National days can serve as an excellent conversation starter. Engaging with your audience on these days by asking questions, hosting discussions, or encouraging user-generated content can foster a sense of community and strengthen your relationships. It allows you to interact with your audience on a more personal level and build genuine connections. It’s an avenue for not only sharing your brand’s message but also listening to your audience and understanding their perspectives and preferences.
The Place of National Days in B2B Marketing
While national days can bring value to B2B marketing, it’s essential to be strategic in their use:
1. Relevance Is Key
The first rule in utilising national days in B2B marketing is to ensure that they are relevant to your industry or resonate with your target audience. Not all national days will align with your brand or mission, so it’s crucial to pick and choose wisely. For instance, if you offer software solutions, celebrating National IT Professionals Day can be highly relevant and engaging. This not only makes your content more authentic but also ensures that it resonates with your audience’s interests and needs.
2. Avoid Overuse
While national days can be a valuable addition to your marketing calendar, overusing them can lead to diminishing returns. When every day is a celebration, it can dilute the impact of your messaging. Instead, focus on the most pertinent national days that directly relate to your business and industry. By doing so, you can maintain authenticity and avoid coming across as insincere or opportunistic.
3. Tie National Days to Your Brand
The most successful use of national days in B2B marketing occurs when you can seamlessly tie them to your brand’s mission, values, or products. This creates a strong and meaningful connection between the holiday and your business. For example, if your company is involved in environmental sustainability, Earth Day can be a perfect opportunity to highlight your commitment to eco-friendly practices. This alignment reinforces your brand’s identity and message, making your content more impactful.
4. Plan in Advance
Incorporating national days into your social media marketing strategy requires careful planning. To maximise their effectiveness, it’s essential to plan well in advance. This allows you to create high-quality content, design engaging campaigns, and engage with your audience consistently. You can outline the specific national days you want to celebrate, decide on the type of content you’ll create (such as posts, videos, or infographics), and set a timeline for the campaign. By planning ahead, you can ensure that your content is well-crafted, relevant, and resonates with your audience.
5. Consistency and Engagement
Consistency in posting is key to keeping your audience engaged. While national days can be a fun and engaging addition to your marketing strategy, remember that it’s just one part of your overall content plan. You should maintain regular content on all your social media channels to keep your brand visible and engaged. Social media posts related to national days can also be interactive, such as creating polls, asking questions, or hosting discussions. Encourage your audience to participate, whether it’s through likes, shares, comments, or other actions. This engagement strengthens your connection with your audience and ensures your content reaches a wider network.
National Days Can be a Valuable Tool for both B2C and B2B Businesses
In the world of social media marketing, national days can be a valuable tool for both B2C and B2B businesses. When used strategically and with authenticity, they humanise your brand, boost engagement, and foster relationships with your audience. National days in B2B marketing may not be as frequent as in B2C, but they can be a meaningful part of your content strategy when aligned with your industry and brand values. So, the answer to whether you should use national days in your B2B marketing is a resounding “yes,” provided you do so thoughtfully and purposefully.
Working with Piece of Cake Marketing to Create Your Businesses Content
If you need some inspiration or support with your content creation and planning for your social media accounts, Piece of Cake marketing can help. Ask us about our social media content creation service. We will look to prepare your social media content calendar for the month, based on your marketing objectives. To find out more, check out our website here: Social Media Content Creation Service.