Let’s admit it, we’re a little egotistical. We all think what we say will be interesting to others (hello, I write a blog on business trends) and the solutions we offer will excite the marketplace. The secret is to be realistic about how much of a draw we really are and to help others find us and our offerings engaging.
This is why I continue to be amazed when companies do little beyond Google AdWords to help people find their offerings. Yes, PPC programs such as AdWords will fuel some traffic, but if this is all you’re doing, your marketing approach is lacking creativity and the smartest tactical approaches.
Whether you’re in a B2B or B2C business, getting your company and your offer in front of decision makers and influences is the only way to fuel a hockey stick revenue climb. Here’s a how-to guide to immediately improving visibility of your company and solutions.
STRATEGY: Go Where the Customers Are
Although in hindsight it seems like common sense, few companies actively pursue customers where they are most likely to be. A distributed approach is not a replacement for core components of an integrated marketing program. It is an additional thread to weave into existing programs. As with all integrated marketing programs, it should follow current messages and themes being leveraged throughout the organization.
TACTICS:
Just as no one tactic will ever be the magic elixir to being popular, a combination of sales and marketing disciplines need to work together to create a complete approach. Preferably, neither marketing nor sales takes the lead. Each plays a part in the process.
Distributed Content
Third party endorsement goes beyond case studies and speaking at conferences. Although these are both very important, so is having your name and content appearing places other than your own website. Although an online publication will state it is not endorsing its guest authors, the fact that you and/or your company appears on that website will lend credibility. Paid distributed content, such as the demand generation program Tech Target, also has a place in driving mindshare and online leads.
The main ingredient for both of these tactics is appropriate content. Like your social media outreach, the best byline articles are opinionated, but polite. It may be my personal preferences speaking, but writers who consistently bash other companies quickly become a bore. They are the person at the party who quickly goes from witty to avoidable the more you know them.
Distributed Offers
So you have a wonderful product, but if you expect people to automatically think of your company when their needs/desires align with your product, you are missing out on some serious additional revenue. This is where the mashup really pays off. Wouldn’t it be much better if someone who was reading reviews of the newest tablets could then purchase them right there? Where do you think they are more likely to be reading those reviews: CNet or Best Buy? Yes, there are reviews are on both, but which are you more likely to believe?
Similarly, a social offer, such as the type Crowd Factory offers, encourages group discounts. Consumers distribute the offer to get enough people participating to activate the offer.
Both the mashup and social offer go to where the potential buyer is. These are new, additional channels that will drive additional revenue.
Distributed Marketing
Forrester Analyst Suresh Vittal coined the term distributed marketing. It is when marketing is implemented in the field instead of being totally headquarters-driven. Other analyst firms place this same concept as a segment of marketing resource management (MRM) and occasionally digital asset management (DAM). Despite the differing names, the main concept is the same. By enabling field and channel sales representatives to localize or personalize offers, they are more likely to engage their prospects. The idea is simple and obvious: if you address the unique needs and preferences of an audience, they are more likely to like you.
To be clear, I’m not suggesting abandoning existing marketing strategies. What I am advocating is if you haven’t already taken your marketing to where your customers actually are, you should; unless you think customers will always come directly to your website. If that is your assumption, remember that even Amazon has affiliates and a mobile app. You can’t expect to be top of mind even when you are on top.
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