Small business owners are known for their tireless work ethics, sometimes working weekends. But should your small business marketing software start running on weekends?
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According to new research from DesignRush, if you’re selling to business-to-business (B2B) customers, you’ll want to: Start more marketing efforts on weekends –Because B2B buyers are paying attention.
B2B buyers don’t just open emails or read blog content or whitepapers during normal business hours. Weekends may be the best time to build relationships with prospects.
Let’s take a look at the results of this new DesignRush study and what it means for small business B2B marketing.
DesignRush Study: Weekend Website Traffic from B2B Buyers Surges 23%
Small business owners and their marketing teams often try to figure out the best way to reach potential customers. What is the best time or day of the week to send emails, publish new content to your small business website, and get in front of people who want to contact you about your company’s products and services?
There is no one right answer or secret sauce for B2B marketing in any business or industry. However, a recent study conducted by agency marketplace DesignRush revealed some surprising results. 23% increase in weekend website traffic from B2B buyers.
Three important points about small business marketing
A recent study by DesignRush tracked B2B website traffic based on 950,000 US-based search queries. Here are some key insights that can impact your B2B marketing strategy.
1. B2B customers do more research on Saturdays and Sundays
Building relationships with customers and helping people through the buyer process of researching and understanding their options and the potential ROI of buying from your company can take time. Weekends are becoming a bigger part of this B2B buyer behavior.
Your small business website, informational content, and marketing emails are likely to gain attention on Saturdays and Sundays, not just during the typical 9-5 Monday through Friday. Plan your publication schedule and market your email accordingly.
2. B2B buyers are more focused on weekends
DesignRush research also found that B2B buyers tend to be more “intent-driven” when viewing marketing content on Saturdays and Sundays. B2B buyers spend more time with marketing content on weekends, resulting in longer sessions on your website and higher conversion rates. If you can get customers to visit your small business website over the weekend, you can increase engagement and potentially drive greater sales results.
3. Go beyond the “weekday mindset”
If you’re a small business owner, you know what it means to be a busy person where time is at a premium. Calendar space from Monday to Friday is at a premium. This also applies to the business decision makers and company executives you’re trying to reach with B2B marketing. These people are busy during the week and are often difficult to reach.
Instead of thinking in terms of Monday through Friday, get creative with a B2B marketing “weekend mindset.” Consider the following questions:
- Can you write a special headline to get people to open your email on Saturday?
- Is your content easy to read when using a mobile device?
- Is your CTA easy to click for someone away from the office, on the golf course, or on a plane?
- Why not try different time slots during your weekend email outreach?
If your small business is in the B2B space, consider sending more marketing emails, publishing more content, and doing more marketing activities on weekends. This might be the perfect time to reach out to a busy prospect. Prospects will be able to focus on their sales pitch in their free time and free time.
conclusion
Small businesses that sell to other businesses with B2B marketing should consider targeting more of their marketing efforts to Saturdays and Sundays. Your company can’t afford to “take a break” from marketing.
This doesn’t mean you should bombard your prospects with mass emails or invasive approaches. But choose your location, be willing to experiment, and time your approach to meet people where they are. Sometimes it’s the weekend.
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No Days Off: Why Your Small Business Marketing Should Include More Weekends was originally published by The Motley Fool.
