Today we have a guest post from Jason Schultz, former Director of Marketing for Great Lakes Integrated, a former strategic partner of ours.
Multi-channel marketing coupled with marketing automation is a powerful approach for manufacturing companies. Manufacturers have a unique opportunity to create interest and trust for their products by communicating with their customers and prospects through different types of media and employing automated responses to actions they take.
With manufacturer’s customers and prospects being both in the business to business world and also the business to consumer world messaging and responses need to be different. The automated responses need to be different as well.
Using multiple-channels has proven to increase response and desired actions being taken. Consider using any combination of print, mobile, email and landing pages to engage your customers in meaningful ways. The key is to link all messaging to personalized or static landing pages.
Using landing pages then allows you to gather additional information on the customer or prospects, solicit feedback, allow for registration, set meetings or start a conversation just to name a few. By utilizing a digital engagement you can gather information, analytics and automate the marketing process.
An automated response can come in the form of an email, physical collateral or product being sent, a text message or even an automated phone call. The automated response takes the initial follow ups off of sales and marketing and is a way to ensure your company is responding to the actions of customers or prospects in a timely manner.
Taking this process further, you can implement lead scoring to pre-qualify customers and prospects based on business rules and point values determined by their interactions with certain parts of your communication. Then, only the customers or prospects with the most potential get contacted by sales people to garner new or additional business. Time is not spent on those customers or prospects that have not shown an interest in what you are promoting.
Key takeaways are:
- to utilize multiple channels to increase the likelihood that customers and prospects will take the desired actions you want.
- design and messaging need to be appropriate, relevant and meaningful.
- digital components also need to be in place that allow customers and prospects to interact; allowing you to track those interactions to determine what is working, what is not and ultimately ROI.
- use marketing automation to efficiently and effectively respond to customers and prospects; increasing the likelihood of your ultimate success in adding or increasing new business.
The notion that a multi-channel approach with automation is difficult to execute and maintain is just the opposite. Today’s technology allows marketing support partners to take your campaign and feed it into the system. The system/technology then handles the deployment and execution of the different types of media and the automatic responses to customers and prospects (not to mention the gathering of all data and analytics). If you are new to this method of marketing, try a small test campaign and compare it with current efforts. Then make the determination for yourself.