As the year draws to a close, many business owners are reflecting on their achievements and planning how to make 2025 their most successful year yet. With sales targets approaching and the need to start strong in January, now is the ideal time to launch an effective digital marketing campaign. By harnessing your existing customer database and tapping into multiple digital channels, you can boost conversions before the year ends and position your business for sustained growth in the months ahead. Here is a template of actions to help your company seize this opportunity and finish the year strong.
1. Setting up The Objective
Taking the most common scenario, let’s aim to promote your main B2B service and drive conversions before the year ends by harnessing your existing customer database along with multiple digital channels. The first step is to clearly define your objectives for this upcoming campaign. Is it lead generation, engagement or a nurturing campaign?
2. Deciding The Key Message
Defining the key message plays a very important role as it will help you define what your audience should primarily focus on. Here is a general example that you can use. However, we recommend tweaking it to suit your business speciality:
“Achieve more in 2025 with our [your service]. Take advantage of our end-of-year special offer and set your business up for success!”
3. Preparing The Core Elements
Here are some of the core elements that you must consider when it comes to crafting your digital marketing campaign.
a) Customer Segmentation & Database
- Segment your database into two groups:
- a. Existing customers: Upsell or cross-sell with the incentive.
- b. Inactive leads: Reactivate them with a compelling reason to engage.
- Personalise messaging based on previous service usage, industry, or business size.
Example:
Dear [First Name],
Streamline your [specific business need] with our [your service] – now with an exclusive end-of-year discount!
Find out more on what you can personalise from our blog post.
b) Social Media
- Choose a platform where your main audience is present. For B2B companies it is often LinkedIn, Facebook, or Instagram.
- Target your audience. You can set up your digital marketing campaigns targeted to 2 types of the audiences separately:
- Audience for Awareness Campaigns. Start by defining the location — keeping it broad unless your service is tied to physical stores. Set basic parameters like age and gender (if relevant) and, where possible, target based on income and job industry, provided the platform supports these options. However, avoid overly granular targeting; a wider audience allows the platform’s algorithm to gather data, learn, and optimise for better performance. Striking the right balance between relevance and breadth ensures your digital marketing campaign reaches the right people while maximising its effectiveness.
- Audience for Retargeting Campaign. Utilise a “lookalike” audience by targeting users who share similar traits with your existing customers or leads. To set it up, upload your existing customer list or retargeting data to the platform, ensuring it meets privacy and format requirements. Then, select the percentage of similarity or size for your lookalike audience (smaller percentages are more precise, while larger ones provide broader reach). Pair this audience with targeted digital marketing campaigns tailored to their needs, and you’ll increase the chances of attracting high-quality leads who are likely to engage with your services.
Here are the main social media platforms and why you should promote yourself there.
c) Ad Format
Meta Ad Formats for B2B Services:
- Carousel Ads: Showcase multiple features or benefits in a single ad, ideal for storytelling or highlighting different services.
- Video Ads: Engage viewers with customer testimonials, case studies, or service demonstrations. Use them together with static ads for better efficiency.
- Lead Ads: Simplify lead collection with in-platform forms, reducing friction for prospects.
LinkedIn Ad Formats for B2B Services:
- Sponsored Content: Boost visibility with posts directly in users’ feeds, ideal for promoting thought leadership or service benefits.
- Text Ads: Cost-effective option for driving clicks with brief and compelling CTAs.
- Message Ads: Deliver personalised messages directly to decision-makers’ inboxes, ideal for targeted offers.
- Lead Gen Forms: Pre-filled forms simplify data collection, boosting conversions for gated content or consultation offers.
Deep dive into advertising assets and choose the best for your business.
d) Search
- Composing a search ad, use intent-driven target keywords, such as:
- “Leading [your service] provider in Singapore/Malaysia”
- “Best digital solutions for [specific problem]”
- “Affordable [your service] for SMEs”
- Highlight urgency:
Example:
“End 2024 Strong! Get [your service] with a Year-End Discount. Limited Time Offer.”
- Apply geo-targeting: Singapore and Malaysia.
- Design effective landing page: Include testimonials, key benefits, and the discount prominently displayed. Find out how a selling landing page should look like.
e) Email Marketing for Existing Database
- Announce your New Year offer to existing customers database
- Example of a subject line: “Exclusive Year-End Thank You: Enjoy a Special Discount!”
- Highlight advantages of your services that were available in 2024 and explain why they should upgrade or expand their use.
- For Inactive Leads use motivational messaging
- Example of a subject line: “Still Considering [Main Service]? Here’s a Year-End Deal Just for You!”
- CTA: “Claim Your Discount Now” linking to the landing page.
f) Lead Nurturing via Automated Emails
- For those who sign up but did not convert immediately, send a series of reminder emails:
- Email 1: Welcome and benefits recap.
- Email 2: Customer success story or case study.
- Email 3: Final reminder: “Offer Ends in 24 Hours!”
4. Analytics & Performance Tracking
Consider what metrics define success for your campaigns. There are many types of metrics available but here are a few you can consider:
- Email Metrics: Open rate, click-through rate, and conversions.
- Social Media: Engagement rates, impressions, and leads generated.
- Search Ads: Click-through rates and conversion rates.
- Adjust targeting and content based on mid-campaign performance.
Read more about main metrics that you should analyse.
5. Timeline
Social media timelines are crucial for ensuring timely, relevant content delivery, keeping audiences engaged and informed. Here’s an example of a timeline:
Sample Timeline:
Week | Activity |
Week 1 | Segment database, set up landing page, and prepare email and ad creatives. |
Week 2 | Launch email and Google Ads campaigns. Begin running social media ads. |
Week 3 | Focus on retargeting and lead nurturing campaigns. |
Final Week | Push urgency through countdown ads, emails, and social posts (e.g., “Final 48 Hours!”). |
6. Promotional Campaigns
Year-end promotional campaigns are important and can play a vital role in boosting sales, clearing inventory, and capitalizing on heightened consumer spending during the holiday season.
Year-End Discount Example:
- Offer: 10% Off on annual subscriptions or packages signed up before 31 December.
- Optional: Provide a free add-on service or consultation as a bonus.
This digital marketing campaign will maximise your visibility, engage current and potential customers, and create urgency for conversions.
What's next for you?
At “Lead Gen and CRM“, we understand that SMEs need more than just tools — they need tailored solutions to make their marketing efforts truly impactful. Our cloud-based platform not only equips you with powerful CRM and Marketing Automation capabilities but also brings your digital marketing campaigns to life. From supporting you in designing lead generation strategies to crafting data-driven email campaigns, our expert team is here to guide you every step of the way. Let “Lead Gen and CRM” be your partner in unlocking growth with customised digital marketing solutions and professional support. Reach out to us today to turn your marketing vision into reality.
