Happy New Year! Along with all of those personal improvement resolutions you’ve made, here are some professional resolves to consider for improving your company’s fleet-related content marketing efforts in 2015:
– Get the year started right with a content marketing strategy. Content marketing is designed to overcome the trend of web-enabled prospects conducting their discovery stage online before even reaching out to your company. Today, that information-gathering process happens throughout the buying process and even post-sale.
Marketers cannot afford to be passive; you must have a comprehensive approach to reach and engage prospects throughout the buying cycle in order to win a deal and to keep customers.
The content marketing plan should spell out your prospects’ and customers’ informational needs to determine content requirements for each stage of the buying cycle. As part of your strategy, define the messages you want to share and the best way to tell each story. Which channels are most impactful for distributing content? Once you decide, you’ll need a strategy for each communications channel.
Research is a critical part of developing and updating your plan. Start by learning the following:
– Know your audience & their social networking habits. You already know who your core audiences – fleet managers, corporate buyers, asset managers, risk managers, and more. You might even be connected to some on Facebook, Twitter or LinkedIn. But how well do you know THEIR social networking habits? What groups do they belong to (that you may want to join)? What industry influencers are they following?
– Know today’s hot topics. What current social topics can your company add its expertise or informed opinion? Hashtags are the way to track and to be part of the conversation. Whether it’s #fleetsafety, #fleettransport, #fleetmanagement or countless others, discovering current topics brings you up to speed and provides openings for questions you might answer or for opinions you might share.
Hashtags are a common tool across Twitter, Facebook, Instagram and Google+, so there is plenty of opportunity to find relevant conversations. Consider participating in Twitter chats, which regularly occur and use hashtags to guide the discussions.
We will dig more deeply into new-year ideas that can get marketing off to a fast start in Q1. As always, if you have a specific marketing issue or question, contact me at ITA Fleet Communications, Phone: 610–585-0801, Email: EdPierce@ITAfleetcommunications.com.
With decades of B2B sales and marketing success, Ed has served fleet product and service providers with strategic plan-related market research and integrated sales & marketing programs that significantly increased market penetration; brand management that markedly improved both awareness and positioning; and B2B sales support that helped sales exceed plan year in and year out.
Ed now leads ITA Fleet Communications – a fleet-focused consulting firm helping excellent product and service providers achieve excellent results through innovative and effective integrated sales and marketing.