- 1. Organize Your Marketing Content
Most likely, you a have a lot of marketing content and product collateral, but they’re not always at the tip of your fingertips. Sometimes your sales or account team don’t know what content is available, or they can't access it in field, or the format isn't easy to share.
Consider a web-based, secure platform that organizes your pre-approved content in one centralized location and provides easy access and easy to use interface for your front line staff.
Perform a content audit to identify your most effective content. Purge items that underperform or are outdated. Put your best content first. Organize everything into logical themes with a standardized naming system so your team can easily find what they're looking for.
- 2. Choose an Easy-to-Use Deployment Platform
You'll want all your pre-approved content in one place. Using different platforms for different mediums can be onerous for your team, i.e. one platform for email, another for presentations, a hard drive for print, etc.
One option is to store content in a central drive or on the cloud. Another is using a ready-made content management platform, where all your content is centralized and accessible. Platforms like these are typically secure, searchable and ensure content is used correctly.
- 3. Provide Access to Sharable Content
Give your team access. If a team member wants to send an email, share a PDF or a personalized presentation, your platform should have it ready to go, making it as simple as pressing a button to share. No messing or fussing with formatting.
You can give your staff options to personalize key aspects of your communications, while maintaining consistent overall messaging. Your platform should allow you to determine the level of customization privileges your team has.
- 4. Train Your Team to Create Campaigns and One-to-One Communications
It's always about how your communications add up to something much greater than the sum of their parts.
Train your team how to run campaigns, and on optimal levels of personalization and frequency. Depending on your platform, you may be able to automate aspects of your customer relationships (i.e. automatically send customers related content items added to the library, or send follow-up emails).
- 5. Track Results in Real Time and Refine Your Message
Knowing what customers clicked on and responded to is pure gold. Refine your campaigns based on results. With a content management platform, you can also drill down to a person's preferences and refine based on your knowledge.
Ideally, you'll want it as automated as possible. Imagine, seeing comprehensive metrics in real time with a click of the button, then tweaking a campaign or settings for a prospect, and honing in on your target.
When marketing materials are easily accessible to your employees, you get more for your marketing dollar. Your team worked hard to create great marketing pieces. By following these steps, you'll get the most mileage out of them
DIGITALREACH™ is a secure, web-based content management platform designed specifically to serve the needs of marketing and sales departments, created by BLUERUSH to provide easy, secure access to marketing content and collateral, and to amplify your results with a high degree of personalization.