Is there a "Black Friday" in B2B?

Wednesday, November 17, 2010
ByJen Agustin
imageAs the tryptophan-tastic holiday of Thanksgiving approaches, I'm filled with thoughts of great food and drink, hanging out with family, sitting on the couch a fair amount, and yes, maybe even venturing out on Friday to participate in that all-American past time known as "Black Friday."

While "Black Friday" has its roots in the B2C world, I'm beginning to wonder if we have an equivalent in the B2B world. Granted, there's probably not anyone who would wake up at 5 a.m. to stand in line and download a free white paper, but all joking aside, there must be other characteristics of this day for which we could find parallels in our B2B universe.

We did some research here at Bizo, and actually came up with the best days of the week to advertise to specific business demographics. (And if you find this interesting, stay tuned to this blog because we'll soon be offering some insight into the best months for B2B advertising as well.) Here are some notable bits of information that you might find interesting:
  • Business people, in general, are more likely to react to an online ad on Wednesdays.
  • Target small business professionals? Make sure your online ads are running on Sundays.
  • If your ideal prospect is in the software industry, Tuesday is your best bet for getting them to react to your online advertising.
While we B2B marketers may not be in the business of offering deep discounts on flat-screen TVs, we can still learn lessons from our B2C counterparts. Days of the week do matter. What's more, if we know the business profile of our ideal prospects, we can use this information to tailor the timing and messaging of our ads for greater conversions.

Have you discovered your own "Black Friday" within your marketing efforts?

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