By now, you have probably read countless articles about the importance of content marketing and the role it should play in your marketing strategy. And if you’re like a lot of brands, you may not have a formal content marketing strategy in place or know where to start. In fact, according to research from the Content Marketing Institute, only 30% of marketers think their organizations are effective at content marketing and only 18% had a formal document outlining their content marketing plan.
Email is the most common way to nurture leads, mainly because you can fully automate, customize, and segment your emails so that they are as relevant as possible. If you’re using email for lead nurturing, you probably already have information about certain characteristics and behaviors of your prospects; therefore, you should develop content that marries well with what their interests are at different points in the buying cycle, or based on what got them on the list in the first place.
That’s right! Recent studies have shown that increasing customer satisfaction and retention rates by 5%, can help increase profits by 25% to 95%. And if you think these numbers are a stretch, just ask our clients how they have increased sales and brand loyalty with our proven marketing automation and customer satisfaction measurement platform, Aimbase.
In today’s digital world, your customers are researching and making purchase decisions without stepping foot into a dealer’s location or talking to a salesperson. It’s projected that by 2020, 85% of customers will manage their entire relationship with a brand without talking to a human (Gartner Research). This shift in the customer journey should not only have you evaluating your content marketing strategy, but it also calls for an evaluation of your most valuable salesperson – your website.
Really, the key to any successful relationship in life is trust. In business, trust is what guides the decision making process and is ultimately what builds the foundation of a positive working relationship. From a manufacturer’s perspective, building trust with your dealer network should be an important initiative for your brand, as it’s the key to a solid sales partnership that benefits both parties.
With a powerful tool like marketing automation, sales reps find themselves with a wealth of data and information at their fingertips (who their prospect is, their interests, their web browsing habits, their pain points, etc.), and it’s crucial to know how to use this information effectively — without being creepy.
If you are a marketer responsible for driving sales through a national dealer network, you know how difficult it is to keep your prospects engaged in the pre-purchase phase of the customer lifecycle. That’s why email marketing and lead nurturing plays such a crucial role in whether or not your prospects will actually buy your product at the end of the day. But in order to implement an effective email marketing and lead nurturing strategy that converts sales, you can’t fly by the seat of your pants.
With 2015 behind us, it’s time to ramp-up your brand’s digital marketing efforts. If you haven’t already started this process, there’s no need to worry, but now is a good time to start defining your strategy. Whether you’re planning a sales event or a year-long campaign strategy, we’ve put together a few key points that every OEM marketing department should consider when developing a digital marketing plan.