BEST PRACTICES FOR DISTRIBUTED MARKETING


Picking your distributed marketing tool is just the first step in the process. Once you’ve selected and implemented your tool, it’s time to develop a marketing strategy, one that works for your business and takes your new tool into account. After all, your software may do a lot, but only if you’re using it in a calculated, efficient manner. As you develop your distributed marketing plan, keep these four fundamentals in mind for both the corporate level and the local level.

1. Be consistent.

Corporate level: It’s important to maintain consistency when producing marketing material templates for your local sales representatives. Without new content, your marketing efforts will run stale, both for local producers and the overall company.

Local level: With direct marketing, touch points are crucial. On average, you need roughly seven touch points with a contact before he or she will convert into a customer. Be consistent in your communication with your customers. Try sending a postcard every month or every other month – just be careful to not overdo it and become a nuisance.

2. Send relevant materials.

Corporate level: Not only should you maintain a consistent flow of templates to your local producers, you should make sure every asset you create is relevant to your users and their sales goals. Make it worth their time to log in, customize the materials and send them out.

Local level: Just because there are templates available to you doesn’t mean you must use them. Sending contacts incorrect or irrelevant information could result in no sale, no relationship and no customer. Don’t waste their time – or yours. Instead, opt for materials that drive sales and provide information potential customers are looking for.

3. Remember: Timing is everything.

Corporate level: When releasing new materials, you’ll need to allow enough time for local users to send them out and for recipients to respond. Know your market and account for the time it takes a consumer to buy or use the product or service. This information can help you determine when you should make a new template available and when local users should send it out.

Local level: It can be difficult to keep track of what assets you send out, when you sent them and who you sent them to. With an organized marketing plan, you can minimize the time it takes to schedule your next piece and ensure that you’re not being repetitive with your contacts.

4. Utilize reporting features.

Corporate level: Ensure that the appropriate reporting tools are available to your local producers – this data can help determine which pieces are working and which ones aren’t. And pore over this data yourself, as well. You might find that email templates are driving the most sales for your users, in which case you should produce more email templates. In addition, you can view which local producers are using your distributed marketing tool and which ones are ignoring it.

Local level: With the ability to showcase real-time reporting, distributed marketing tools can help you determine which materials are delivering the most ROI. Monitor your results regularly to help drive sales and convert consumers into customers.

By following a few basic tenants, you can maximize the efficiency and effectiveness of your distributed marketing efforts. Ready to get started? Contact us today to get your free demo of Conduit, the easy-to-use distributed marketing system designed by marketers, for marketers.

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