Elevate Your Effectiveness: Emerging Marketing Models
TUSCALOOSA, AL — At the just-completed ISSA/INTERCLEAN North America tradeshow in Las Vegas, it was interesting to note that there were more than five hours of seminars dealing solely with Internet marketing tools. This is far more than ever before.
While these Internet seminars covered such topics as how distributors and others in the industry can improve their search engine rankings and draw more people to their sites, some went beyond this and suggested how distributors might develop their sites to create an entirely new marketing model.
What was discussed is called content marketing, and for distributors it means going beyond the traditional brochure-type website to becoming an information resource for customers and prospective customers. This is usually referred to as inbound marketing.
According to Michael Wilson, marketing director for AFFLINK, a leading sales and marketing organization for the professional cleaning and related industries, a content-rich website, "does not necessarily just promote products but includes how-to, case study, and educational information that addresses end-customer needs and helps them operate their businesses more efficiently and effectively."
Wilson says the benefits of content-rich websites for distributors can be many, including the following:
- Encourages visitors to view a distributor and his or her company as experts in the industry
- Fosters trust and authority
- Inspires current customers to share the Web site with others
- Helps brand a distributor's company and differentiates it from competitors
- Takes advantage of the fact that end-customers learn about products and services online before making product selections
- Drives traffic to the Web site and increases leads
- Elevates the role of the distributor.
"While adding quality content to a distributor website can prove valuable [for the distributor], [doing so] can benefit others in our industry as well," adds Wilson. "In fact, some building service contractors and carpet cleaning technicians have been at the forefront of content marketing, sharing quality content with their end-customers...content that can lead to sales."
The "Elevate Your Effectiveness Program" was developed by AFFLINK's eLev8 process to help manufacturers, distributors, and end customers improve their sales effectiveness and business performance.
AFFLINK and eLev8 are now on Facebook. Visit us at: http://www.facebook.com/AFFLINK or https://www.facebook.com/AFFLINKelev8
AFFLINK is also on Twitter: @AFFLINK
AFFLINK (www.afflink.com) is the global leader in supply chain optimization, providing clients with innovative process and procurement solutions to drive efficiencies in today's leading businesses. The eLev8 system helps organizations uncover never-before-seen opportunities and quantify their value to enhance their overall image, promote a healthy workplace, decrease total costs, increase productivity, and satisfy Green and sustainability objectives.