One of the best ways to ensure success in the new year is to create a marketing calendar. This master plan will help make sure you fully optimize your events, promotions, and online marketing throughout the year. Join Darrell Amy and Jon Mitchell from Dealer Marketing as they discuss how they assemble Dealer Marketing's annual plan. You'll leave with a template to build your dealership's 2017 marketing calendar.
Understanding the Affiliate Marketing Channel; the short guide
How to Build an Annual Marketing Calendar for Your Copier Dealership
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WE HELP DEALERS WIN NET-NEW BUSINESS AND
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How to Build an Annual Marketing Calendar for
Your Copier Dealership
Darrell Amy
Chief Innovation Officer
Dealer Marketing
Jon Mitchell
Client Marketing Director
Dealer Marketing
2. www.dealermarketing.net
214.224.0050
WE HELP DEALERS WIN NET-NEW BUSINESS AND
PROTECT THEIR CURRENT ACCOUNTS
challenge
How can you transform good
intentions into measurable results?
What are the top challenges you face when it comes to
executing on your marketing plan?
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WE HELP DEALERS WIN NET-NEW BUSINESS AND
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today
How to build a complete annual marketing calendar to
support your sales efforts
How to build a complete annual marketing calendar to
support your sales efforts
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214.224.0050
WE HELP DEALERS WIN NET-NEW BUSINESS AND
PROTECT THEIR CURRENT ACCOUNTS
goals
Business goals
1. Grow revenue by $__ million
2. Add __ net-new clients per
month.
3. Increase Managed Services
revenue by $__ per month
Marketing goals
1. Generate __ leads per month
2. Increase website search
traffic to __ visitors per month
3. Sales reps post to LinkedIn
an average of 20X per month
4. Launch a new website in Q2.
5. Build a new scripted initial
presentation by spring break.
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214.224.0050
WE HELP DEALERS WIN NET-NEW BUSINESS AND
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Marketing calendar
Annual
Calendar
Annual
Calendar
Monthly
Cadence
Monthly
Cadence
A 12 month project planA 12 month project plan
A list of items that need to
happen every week/month
A list of items that need to
happen every week/month
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WE HELP DEALERS WIN NET-NEW BUSINESS AND
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2. Use an event platform
• Make it easy to sign up
• Use promotion tools
• Automate reminder emails
• Streamline check in
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WE HELP DEALERS WIN NET-NEW BUSINESS AND
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3. Consider webinars
• Choose specific
topics/markets
• Invite Subject Matter
Experts
• Record the event so you
can use it going forward
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WE HELP DEALERS WIN NET-NEW BUSINESS AND
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94% of buying decisions
begin online
Digital content IS becoming a deal breaker for consumers who are looking for information
online. Companies that aren’t there with answers to prospects’ questions will fall off the radar,
while brands that anticipate questions and provide useful resources will win brand awareness
and, eventually, conversions.
Digital content IS becoming a deal breaker for consumers who are looking for information
online. Companies that aren’t there with answers to prospects’ questions will fall off the radar,
while brands that anticipate questions and provide useful resources will win brand awareness
and, eventually, conversions.
Acquity Group, 2014 B2B Procurement Study
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214.224.0050
WE HELP DEALERS WIN NET-NEW BUSINESS AND
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Website maintenance
• Touch each of your pages once
every 90 days
• Review your calls to action
• Update your product catalog
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214.224.0050
WE HELP DEALERS WIN NET-NEW BUSINESS AND
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84% of C-level/VP
executives surveyed
use social media to
make purchasing
decisions.
IDC
Social Buying Meets Social Selling
April 2014
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A workable social rhythm
TWITTER LINKEDIN
PAGE
FACEBOOK GOOGLE+
FREQUENCY Multiple Times
per Day
Several Times
per Week
Several Times
per Week
Several Times
per Week
CONTENT Links to Blog
Tech Articles
Like/Retweet
Local Sources
Office Humor
Thought
Leadership
Links to Dealer
Blog
Photos of
Employees
Charity Events
Clients
Office Humor
Mix of Photos
and Content
from LinkedIn
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214.224.0050
WE HELP DEALERS WIN NET-NEW BUSINESS AND
PROTECT THEIR CURRENT ACCOUNTS
reviews
• Ask for reviews following
service calls
– Ask for reviews when you
get a 9.0 Net Promoter
Score
• Have a sales contest
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WE HELP DEALERS WIN NET-NEW BUSINESS AND
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In-house or outsource?
In-house
Requires a local presence
• Social Listening/Engagement
• Case Studies
• Events
• CRM Maintenance
Outsource
Requires repetition or expertise
• Website Development
• Graphic Design
• Content Creation
• Social Content Updates
• Search Engine Optimization
Purpose –
So just to drive the point home and then will take a look at strategy, Acquity Group did a procurement study in 2014, and they found that 94% of buying decisions begin with online search. That's nearly 100% that begin looking in Google. Their study said that digital content is becoming a deal breaker for consumers who are looking for information online, and companies that aren't there with answers to prospects questions will fall off the radar, while brands that anticipate questions and provide useful resources will win brand awareness and, eventually, conversions.
So as we’re talking with clients now, we working to help them get found online, and making sure that when they do get found that they get found with helpful information that answers the buyers questions.
Purpose –
The other data point before we look to the strategy that really grabbed my attention was this IDC survey. I find this data – if it weren’t from IDC – I would find it really hard to believe. What they discovered in their survey of C-level decision-makers is that 84% of them said that social played some part of the purchasing role. What that tells me is that even if this data is high, even if it's only half true, you need to get involved in social.
More from the IDC Study:
Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers.
Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.