No Days Off: Why Your Small Business Marketing Should Include More Weekends

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Are your B2B marketing emails going unanswered? A new survey found a big reason why. See the best time to reach B2B customers. [[{“value”:”

Small business owners are known for their tireless work ethic which sometimes includes working weekends. But should your small business marketing software start working weekends, too?

If you’re selling to business-to-business (B2B) customers, a new survey from DesignRush suggests you might want to start doing more marketing outreach during weekends — because B2B buyers are paying attention.

B2B buyers aren’t only opening emails and reading blog content and white papers during regular business hours. Weekends could be the perfect time to build relationships with your prospective customers.

Let’s look at the results of this new DesignRush survey and what it means for small business B2B marketing.

DesignRush survey: 23% surge in weekend website traffic from B2B buyers

Small business owners and their marketing teams often try to figure out the best way to reach prospective clients. When is the best time of day or day of the week to send emails, publish new content on your small business website, and otherwise get in front of the people who you’d love to connect with about your company’s products and services?

There’s no one right answer or secret sauce for B2B marketing in every business and industry. But a recent survey from agency marketplace DesignRush showed a surprising result: a 23% uptick in weekend website traffic from B2B buyers.

Three key takeaways for small business marketing

This recent survey from DesignRush tracked B2B website traffic based on 950,000 U.S.-based search queries. Here are a few key insights that might affect your B2B marketing strategy.

1. B2B customers are doing more research on Saturdays and Sundays

Building relationships with customers and helping people through the buyer’s journey of researching and understanding their options and potential ROI of buying from you can take time. Weekends are becoming a bigger part of this B2B buyer’s journey.

Your small business website, informational content, and marketing emails might be getting more attention on Saturdays and Sundays, not just during the regular 9-5 hours on Monday-Friday. Plan your publishing schedule and email marketing accordingly.

2. B2B buyers are more focused on weekends

The DesignRush study also found that when B2B buyers are looking at marketing content on Saturdays and Sundays, they tend to be more “intent-driven.” B2B buyers spend more time with marketing content on weekends, with longer sessions on websites and higher conversion rates. If you can get customers to visit your small business website on a weekend, you might see better engagement and bigger sales results.

3. Go beyond “weekday mindset”

If you’re a small business owner, you know what it means to be a busy person whose time is valuable. Space on your Monday-Friday calendar is precious. It’s the same way for the business decision-makers and company executives you’re trying to reach with your B2B marketing — these people are often swamped and hard to reach on weekdays.

Instead of thinking from a Monday-Friday lens, get creative with a “weekend mindset” for your B2B marketing. Consider these questions:

Can you write special headlines to get your emails opened on a Saturday?Is your content easy to read while people are on a mobile device?Are your calls-to-action easy to click on for someone who’s away from the office, at a golf course, or getting on a plane?Can you experiment with different times of day during 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. These might be the best occasions to reach your busy prospects at a moment when they have some free time and clear headspace to really focus on your sales pitch.

Bottom line

Any small business that sells to other businesses with B2B marketing needs to think about targeting more marketing outreach for Saturdays and Sundays. Your company can’t afford to take any “days off” from marketing.

This doesn’t mean you should bombard your prospects with too much email or invasive outreach. But pick your spots, be open to experimenting, and time your approach in a way that meets people where they are — and sometimes, that’s on weekends!

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