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How to Integrate Managed Network Services Into Your Dealership's Marketing Message

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You've launched a Managed Network Services business. …

You've launched a Managed Network Services business.
Now the challenge is this: Your local market knows you as a copier dealership, not a team of I.T. experts.

THIS RAISES MANY IMPORTANT QUESTIONS:
How do you come up with one message that clearly communicates what you do to your current and potential clients?
How do you promote I.T. services without neglecting your core copier business?
How do you develop a value proposition your sales reps can communicate?
How do you position your business as a credible source of I.T. services?
WHAT YOU WILL LEARN
We've been helping dealers across the US and Australia navigate these challenges. In this webinar you will learn best practices you can put to work immediately to:

Develop your own marketing message that integrates copiers, managed services and solutions
Position your dealership as a team of I.T. experts
Build a strategy to communicate your managed services value proposition to your market over time

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  • 1. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW TO INTEGRATE MANAGED NETWORK SERVICES INTO YOUR DEALERSHIP'S MARKETING MESSAGE Darrell Amy August 22, 2013
  • 2. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys TODAY’S GOALS 1.  Develop your own marketing message that integrates copiers, managed services and solutions 2.  Position your dealership as a team of I.T. experts 3.  Build a content marketing strategy to communicate your managed services value proposition to your market
  • 3. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT IS MARKETING? •  Getting prospects to… Know, Like and Trust you •  So they will… Try, Buy, Repeat and Refer Courtesy of John Jantsch, Duct Tape Marketing
  • 4. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DOES YOUR MARKET SEE YOU? •  How do prospects form an opinion of your dealership?
  • 5. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO YOU WANT THE MARKET TO SEE YOU? •  Copier dealership? •  Business Technology Integration and Service Experts? •  Solutions Experts (Problem Solvers?)
  • 6. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO YOU CHANGE YOUR POSITION IN THE MARKET?
  • 7. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys IT STARTS WITH A HEART OF SERVICE You provide outstanding service for copiers and printers. You provide outstanding service for all of a business’ technology.
  • 8. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THINK FROM YOUR CLIENTS’ PERSPECTIVE •  Do they see their computer network and their printers as separate things? •  Do they see print management and network management as separate?
  • 9. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys YOU PROVIDE TECHNOLOGY SERVICE
  • 10. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THE MESSAGE IS ABOUT SERVICE What challenges do your clients face regarding their business technology? Small Business I.T. Departments We need a the services of an I.T. department but can’t justify the expense. We need advice on what technology we need and how to use it. We need to focus on strategic initiatives but keep getting distracted with user support and maintenance issues.
  • 11. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys HOW DO YOU GET YOUR CLIENTS TO SEE YOU AS A TECHNOLOGY SERVICE PROVIDER FOR ALL OF THEIR TECHNOLOGY?
  • 12. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys IT STARTS WITH A HEART OF SERVICE You provide outstanding service to your clients. How can you provide outstanding service to your prospects?
  • 13. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT QUESTIONS DO YOUR PROSPECTS HAVE?
  • 14. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys SELLING SWIMMING POOLS
  • 15. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys “If you sell something you get a customer today.   If you help somebody you get a client for life.” Jay Baer
  • 16. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys CONTENT MARKETING •  Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Courtesy of the Content Marketing Institute
  • 17. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys CONTENT MARKETING •  Content marketing is focused not on selling, but on communicating helpful information with customers and prospects. •  The idea is to inspire business and loyalty from buyers by consistently delivering valuable information.
  • 18. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys CONTENT MARKETING •  This information can be presented in a variety of formats, including: •  blog articles •  videos •  white papers •  e-books •  infographics •  case studies •  how-to guides •  buyer’s guides •  question and answer
  • 19. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys BUILDING A CONTENT MARKETING STRATEGY 1.  A Great Website 2.  With Useful Information 3.  Consistently Updated 4.  With Great Calls-to-Action
  • 20. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys A GREAT WEBSITE •  Simple design •  Helpful Information –  Blog articles –  Special reports •  Gives the feeling that you understand I.T. –  I.T. Logos –  Article titles
  • 21. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WITH USEFUL CONTENT •  What content would be useful to your prospective clients? •  How could you be helpful?
  • 22. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys THAT IS CONSISTENTLY UPDATED •  Shared in as many places as possible –  Website –  Company Social –  Sales Reps’ Social –  Social Bookmarking Sites •  Digg, Stumble Upon
  • 23. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WITH COMPELLING CALLS-TO-ACTION •  Offer something of value •  Make sure there is a clear call to action
  • 24. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys
  • 25. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys WHAT CAN YOU DO? •  Bring your dealership’s core strength (service) to your marketing –  What can you provide to your market that adds value? –  What questions do your prospects have? •  Provide helpful information on a regular basis –  WebsiteàBlog, Special Reports –  Share through as many channels as possible •  LinkedIn, Twitter, Facebook, Newsletters, Email, Google, Events
  • 26. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys CONTENT STRATEGY Helpful Content
  • 27. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys DEVELOP A HELPFUL CONTENT STRATEGY Monthly Weekly Daily •  Host a lunch-and-learn •  Use last month’s blog posts to create a client newsletter--email and print •  Deploy a lead generation campaign •  Review your Search Engine Optimization results •  Publish a helpful article on your blog every week. •  Share that article on your LinkedIn and Facebook company pages •  Share a customer or employee story on Facebook and LinkedIn •  Update Twitter with useful information
  • 28. www.dealermarketing.net 214.224.0050 dealer-marketing-systems @DlrMktgSys COMPLIMENTARY MARKETING REVIEW •  Review of your current marketing •  Present marketing strategies and ideas to you and the dealer principle •  You get: $100 credit for future marketing services or $100 bill to you if you don’t feel that I was helpful to your dealership Darrell Amy damy@dealermarketing.net 214-224-0050