Sales channels to reach your customers
Selling through retailers, wholesalers and other distributors
Selling through an intermediary may be a more cost-effective way of reaching your end-customers than selling to them directly.
If you are targeting business customers who prefer to deal with large suppliers, selling directly to them may not be a realistic option. Instead, you might aim to supply wholesalers who have existing relationships with those businesses.
If individual consumers buy low value quantities of your products, the best option might be to target retailers that sell similar products. Or you might choose to focus your efforts on a relatively small number of wholesalers who can in turn supply your products to many retailers.
Other distribution channels may also reach your end-customers. For example, technology suppliers often sell to resellers who can configure and install the technology to suit end-users’ particular needs.
Managing your distributors
You need distributors who will value your product. If they sell competing products, what will make them push yours?
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Think about how you set your prices. Distributors will be more enthusiastic if they can make a large profit – but setting too low a price will eat into your own margins.
Effective advertising and promotions can be vital. As well as marketing to the distributor, you can promote your products directly to end-customers. Distributors will be keener to stock and sell products that their customers are asking for.
The key terms of the supply relationship should be covered in a written contract. Key issues might include:
Canned Influencer marketing Agent
how much stock the distributor will hold
what the distributor will do to promote your products
how quickly you can resupply and minimum order levels
whether the distributor has exclusive rights to your product (for example, in a particular territory)
what happens if either you or the distributor want to end the relationship
Business ideas, Marketing and sales , promotions and advertising ideas , articles
Social Media Marketing Plan
Social Media Marketing Plan
brianoconn
Social Media Marketing, Social Selling
April 13, 2015April 27, 2016
4 Minutes
A social media marketing plan should not pose any major challenges to a small business. As in any growing business with a great product or service, the marketing team or person is most likely to be working on different tasks at different times and these tasks can change rapidly depending on the business needs. However, even with taking this into consideration, social media is now so vital to business success there are some tasks that need to be planned as part of the daily marketing routine.
Set the social media goals and objectives.
Every article, news release, research or whitepaper are assets in a social media strategy to serve the goals that have been set. As with any business strategy you must know what you are working toward. Is it drive brand awareness, customer acquisition, generate new sales drive traffic, build up your network, reduce the cost per lead. Whatever of any or all of these you need goals and associated objectives clearly defined.
Work on the content strategy
When it comes to marketing the product or service, social media marketing success depends on the content strategy a business decides upon. Prior to writing, commissioning or publishing any content, a business needs to understand, what audience(s) are going to be targeted?, What type of voice (expert, commentator, industry) will you use to communicate? Who are you trying to influence? What specifically do you want to achieve (leads, likes, traffic, views or authority)? Allot of strategy answers are to be found in questioning the content strategy so everyone involved in the marketing and sales efforts need to know the why, what and who, understand it and is always in their minds. Content marketing strategy can then be tweaked and optimised as necessary.
Make sure there is new quality content to post
Fresh, quality, informative and relevant content is at the core of every social media campaign to reach target audiences and ensure engagement. To be seen as an influencer and sector expert it is vital to share new content consistently and regularly. New content when well written (not self- promotional or product articles) and engaging can propel a business forward. This is why the person in charge of the social media plan needs to make sure there is always some new content ready to be shared. There is no hiding the fact that writing content does take time and continuous effort so it needs to be planned.
Set up a content sharing schedule
The social media plan needs to have a schedule when content will be shared so all social marketing activities tie back into other marketing events or business plans. Also a schedule will take account for any external events, key word targeting, launches, promotions or seasonal trends that impacts your industry. This is why the content sharing calendar is so important for deciding what social media activities are in the pipeline. While not all content can be created and planned for weeks in advance of sharing, the core, and keyword targeted content pieces that demand more care and effort should be.
Sharing sector Expertise
Selling is not sharing. Share your sector expertise on a regular basis in terms of marketing, insights, research, social stories and commentary to establish your business, product or service as an influencer. For every 1 self-promotional content pieces shared, share 4 quality industry relevant articles, also share insightful articles from other authors, comment and add value (not plugging your own business) on forums and groups.
Generate new content ideas
As stated above the value a great, insightful and quality piece of content can bring to a social media campaign cannot be overstated. This is why a business needs to spend the time brainstorming content and article ideas. Every business should always allocate time for it on a weekly basis. The reality is that without interesting ideas on content your goals and results will suffer in the long run. Content needs to be kept fresh, up-to-date and interesting in order to continue engaging an audience. An easy way of generating content ideas is to track your competitors and other influential blogs to see what content is working for them.
Following news for current and relevant content
As with most companies, some of your content marketing will be focused on industry news and events. This is why keeping informed of relevant news and events means you will be able to react quickly and creatively to opportunities which can boost your on-line exposure. Many social media managers monitor several different keywords, hashtags, social group and Twitter in order to keep up the date and in the know on trending topics. When the opportunity presents itself, it is vital to be ready to respond.
Include images, video and design
Social media is also a visual channel where images, video and good design can give an added edge in the awareness stakes. Using nice imagery or videos and a visually stimulating way of presenting content is far more likely to reach and engage a large audience. As the volume of content rises across social channel, great content should be complimented with visual impact. A business should working with a designer in order to produce visual elements like photos, infographics and video.
Run social advertising
To add to organic reach on social networks, depending on your social media goals and business then social advertising on Facebook, Twitter and LinkedIn may be a consideration. Running a paid social campaign might help get the content out to a wider audience and more relevant readers.
Communicate with all stakeholders
Whether you are a social media manager working in an agency or working directly for a company, you will need to work with all the stakeholders (management, sales, product, marketing and service) in order to agree on the content to be shared. This is why social media marketers should be spending time with the all the stakeholders to plan for the future as part of the marketing daily tasks. Meeting all concerned can help gain more insights into deciding what type content to create, what upcoming events are there in the pipeline, launches or news that may be of interest and any other ideas to use content to engage the target audiences.
Reporting
Finally but as important is the reporting on social media actions, activities and results. Whether you work for a company or an agency, it is vital to report on the social networks achievements and the upcoming plans in place. This is done by setting up and agreeing on regular reports that monitor the KPIs or metrics you have agreed on with the stakeholders.
For more social media marketing tips, read the marketing category on The Bitter Business.
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Create a Social Media StrategyIn “Social Media Marketing”Social Media Marketing StrategyIn “Business Strategy”Inbound Marketing StrategyIn “Business Strategy”
Taggedcontent marketingdigital marketingmarketingmarketing planmarketing strategysocial mediaSocial Media Marketingsocial media marketing plansocial media strategy
Published by brianoconn
Online Sales training programs and online sales training courses via The Digital Sales Institute. Passion for helping salespeople succeed in their sales career.
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Published
April 13, 2015April 27, 2016
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