There are always some inherent challenges to holiday marketing. It’s a high-volume time for email marketing, you have a lot of competition, and your prospects are often busier and more distracted than ever—so catching their attention takes extra ingenuity.
But this year, COVID-19 has brought some unique challenges to holiday outreach. Here are some tips for striking the right tone.
Acknowledge the Reality
As tempting as it is to just pretend everything is normal, this can strike a dissonant tone when it comes to holiday marketing.
You can assume that almost everyone in your audience has been forced to adopt a new routine. Cherished traditions have been upended by COVID. Large family gatherings aren’t happening. Many will have to forego seeing beloved friends and family this year.
So, it’s crucial to acknowledge that reality, while keeping the tone relatively positive. Acknowledge that people are doing virtual gatherings and smaller, less ambitious holidays. Build a sense of solidarity with those who have had to adapt their holiday traditions.
Make Sure They Know You’re Still Available
Lots of businesses have changed their operations as a result of COVID. Your audience may genuinely not know that you’re still around, still answering calls, and still placing business if you haven’t been in touch for a while.
Keep them informed if your office is open. If you’re working from home, let them know. If there are any changes to your business operations due to COVID that might affect them, make sure they know that as well.
But most importantly, let them know that they can still depend on you—and remind them of your services and areas of expertise.
Keep It Positive
The COVID news in a lot of areas isn’t good, and many people are struggling. No doubt you’ve had your own challenges in the midst of the pandemic.
However, it’s also important to strike a positive tone. Everyone is looking forward to things getting better in 2021. Consider how your words can make things a little brighter for your audience—and help them look to a better future.
There’s no question that the COVID-19 pandemic has changed the holidays. When reaching out, it’s important to acknowledge that reality while keeping things positive—and making sure your audience still knows what you do, how to reach you, and that your lights are still on.
Hopefully, you can build new relationships during these challenging holidays that will still be strong and productive when things have returned to normal.