3 facts they didn’t tell you about B2B weekend marketing

Digital Marketing By Josanne Griffin-Mason, 20th February 2015

Everything you’ve ever read about B2B marketing has probably told you to avoid it like the plague at weekends… Experience has taught us that this is nonsense.

These are three facts that you should know before writing off your weekend marketing strategy.

1. SME decision makers work weekends

On average, 80% of SME managers admit to working overtime, with 18% racking up more than 60 hours per week on a regular basis1.

This is why you should schedule weekend email marketing campaigns if you are a B2B provider targeting the decision makers in small and medium-sized enterprises.

Yes, it’s likely your open rate figures will be low, but those who do click may be more inclined to read in-depth because they won’t be distracted by other employees.

2. B2B Facebook engagement is just 2%2 lower on weekends

It’s true that B2Cs enjoy up to 32% higher engagement rates on social media during the weekend than they do in the week but don’t be fooled in to thinking you can’t play too.

There is a slight 2% dip in weekend engagement rates for B2Bs on Facebook, which is hardly worth aborting all marketing efforts for.

Just remember, people like a lie in and a night out on the weekends, so post between the sociable hours of 9am and 7pm.

3. A regularly updated blog will give your website 434% more indexed pages and 97% more indexed links3

Indexed pages and links translate in to higher search engine rankings and more traffic to your website.

Google is constantly crawling for fresh content, so the more you blog, the higher on the SEO radar you’ll be, ready to attract the weekend readers.


1 Chartered Management Institute, 2014. SME overtime troopers “boosting economy by £22bn”. [Online] Available at: http://www.managers.org.uk/insights/news/2014/november/sme-overtime-troopers-boosting-economy-by-22bn.
2 Buffer, 2013. The 7 Most Interesting Social Media Studies and What to Learn From Them. [Online] Available at: https://blog.bufferapp.com/social-media-stats-studies.
3 Hubspot, 2014. 10 Stats About Inbound Marketing That Will Make Your Jaw Drop. [Online] Available at: http://blog.hubspot.com/insiders/inbound-marketing-stats.
Accessed 20th February 2015.