As we’re nearing the end of the Holiday season, I wanted to touch on a trend I noticed during the past couple of weeks: businesses taking a break from sharing content.

While it’s easy to assume your audience isn’t in ‘buying mode’ over the holidays, it’s not exactly true. Consumers are taking a long time to make buying decisions (and the more expensive the price tag, the longer the decision making process). One of the biggest things they’re looking at while deciding whether or not to buy is brand value and ethics: does this company align with who I am?

One of the easiest ways to connect with your consumer is through social media or content like educational blogs – and we all know that just because it’s the Holidays doesn’t mean people are putting down their phones. Consumers are continuing to scroll through Instagram or read the same blogs they always do, and if you’re not present it leaves the door open for a competitor to take your place.

I’m not saying you should be pushing sales; in fact, I suggest quite the opposite! After Black Friday and Boxing Day sales, many businesses have blown the 80/20 rule (value/sales) out of the water, so this post-Boxing Day period is a great time to dial it back and share real value for your audience: educational pieces like how-to’s, funny stories, tips on how to get the most out of your product/service, and so on.

It’s important to continue showing up and providing value for your potential clients, no matter what time of year it is, so when they’re ready to buy they choose your business. This goes for the B2B (Business to Business) world as well: remember, even if you’re selling software for large corporations, at the end of the day the decision to buy or not is ultimately made by a human. Make sure you market to that human, not the business.

This doesn’t mean you have to be online and posting every day, though. A clear content marketing plan and scheduling software like Later can help your business stay present, while you take a well-deserved break.

Questions on how to plan and schedule your content in advance? Send us a message!