As a technology reseller, you’re well aware of the importance of leveraging marketing materials to drive leads and grow sales. High-value marketing assets like e-books and infographics are essential tools for communicating the benefits of working with your business. However, these assets often go underutilized, with resellers simply publishing them once and then moving on. By developing reseller-specific marketing campaigns around a single high-value asset, you can greatly expand your marketing efforts, increase engagement, and ultimately drive more sales. This article will explore how technology resellers can turn an e-book or infographic into a multi-dimensional marketing campaign.
The Multi-Week, Multi-Dimensional Marketing Campaign Approach
Creating a multi-week marketing campaign around a single high-value asset, like an e-book or infographic, can help you maximize the return on investment (ROI) from these materials. Instead of using the asset once, the marketer can develop a series of marketing communications that build on the original material and view it from different angles. This approach enables you to engage your audience in various ways and provide more touchpoints for potential customers.
Key Components of a Multi-Dimensional Campaign
- Multi-week email campaigns: Develop a series of emails that highlight different sections of the e-book or infographic. This will allow you to provide a consistent flow of valuable information to your audience over several weeks, keeping them engaged and interested in the topic.
- Social media posts: Create a series of social media posts that share interesting snippets from the marketing asset. This will help you reach a wider audience and generate more engagement with your content. Be sure to use relevant hashtags and tag the vendor to increase visibility.
- Explainer video: Produce a short explainer video that summarizes the key points of the e-book or infographic. This provides a different format for your audience to consume the information, catering to different learning styles and preferences.
- Appointment booking tool: Integrate an appointment booking tool into your campaign, enabling interested prospects to schedule a consultation with your sales team. This helps you convert leads and demonstrates your commitment to providing personalized service.
- Frequently Asked Questions (FAQs): Develop a list of FAQs related to the high-value asset, addressing common concerns and questions. This will help you showcase your expertise and establish trust with your audience.
- Downloadable asset: Provide the complete e-book or infographic for download, giving your audience the opportunity to dive deeper into the material and have a tangible resource they can reference later. Gate this content with a form to obtain a marketing qualified lead (MQL).
Customizing the Campaign to Showcase Business Benefits
In addition to providing valuable information and engaging your audience, a multi-dimensional marketing campaign should be tailored to highlight the specific benefits of working with your business. This might include unique service offerings, industry expertise, or competitive pricing. By focusing on these differentiators, you can create a customized marketing effort that resonates with your target audience and drives leads.
High-value marketing assets like e-books and infographics deserve more than a one-time use. By developing multi-week, multi-dimensional marketing campaigns centered around these assets, technology resellers can significantly increase their marketing impact, engage their audience, and ultimately drive leads and sales. Don’t let your high-value assets gather dust – put them to work and watch your business grow.