{"id":36889,"date":"2019-11-14T14:03:55","date_gmt":"2019-11-14T22:03:55","guid":{"rendered":"https:\/\/www.enxmag.com\/twii\/?p=36889"},"modified":"2019-11-14T14:03:59","modified_gmt":"2019-11-14T22:03:59","slug":"dealers-offer-glimpse-of-digital-marketing-plans-for-2020","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/feature-articles\/2019\/11\/dealers-offer-glimpse-of-digital-marketing-plans-for-2020\/","title":{"rendered":"Dealers Offer Glimpse of Digital Marketing Plans for 2020"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

As hard as it may be to fathom, a New Year and a new decade\nare just around the corner. In less than 50 days, dealers across the industry\nwill embark on their 2020 initiatives.<\/p>\n\n\n\n

Suffice to say, inbound and outbound marketing strategies\nwill be the ignition to adding net-new business and going deeper into existing\naccounts. And while several dealers in our state of the industry panel decided\nto keep plans close to their vests, some provided a sneak peek at the approach\nthey will take moving forward. Clearly, relying on one or two marketing\nchannels is a relic of the past. Integrated, multi-channel campaigns that\nembody digital and traditional touches\u2014in fun and creatively-engaging ways\u2014will\ngo a long way toward ensuring long-term success.<\/p>\n\n\n\n

\"\"
Karlee Ricks, Impact<\/figcaption><\/figure><\/div>\n\n\n\n

Impact Networking will be seeking to elevate its digital\nmarketing efforts to the next level. Marketing Manager Karlee Ricks notes the\ndealership is honing its inbound marketing strategy with a focus on lead\ngeneration. The company recently hired a demand generation manager who is\nworking to ensure the dealer\u2019s efforts are driving leads back to the sales reps\nas well as tracking the touchpoints of leads.<\/p>\n\n\n\n

\u201cThis focus on lead generation will be seen across all of\nour digital platforms\u2014in the new website through strategic forms, a chatbot,\npaid social media ads, video campaigns, email marketing and more,\u201d Ricks said.\n\u201cThe goal will be to provide high-quality leads to sales reps. We already have\na few multi-channel campaigns in the works, and we are excited to provide our\ncustomers with more value.\u201d<\/p>\n\n\n\n

What Works<\/strong><\/p>\n\n\n\n

\"\"
Mary Steffl, Loffler<\/figcaption><\/figure><\/div>\n\n\n\n

While Loffler Companies in Bloomington, Minnesota, is still\nin the planning phases of its 2020 initiatives, Marketing Manager Mary Steffl\nenvisions a renewed focus on Google ads. The dealer also plans to re-optimize\nmuch of the content that has proven popular.<\/p>\n\n\n\n

\"\"
Tim Manuel, Hendrix<\/figcaption><\/figure><\/div>\n\n\n\n

Much of the success for Hendrix Business Systems of\nCharlotte, North Carolina, hinges on the success of its content marketing\nefforts, according to Tim Manuel, marketing and operations manager. While the\ncampaign is still being hammered out, he noted it will take a more\npersonalized, vertical-driven approach as opposed to the dealer marketing from\nthe position of its own product and service portfolio.<\/p>\n\n\n\n

\"\"
Constance Barbian, Benchmark<\/figcaption><\/figure><\/div>\n\n\n\n

At Benchmark Business Solutions of Lubbock, Texas, a website\nrefresh is planned for 2020. That will see the Xerox dealer realign its\nstrategy around new content and add more focus on its key vertical markets,\nincluding education, according to Constance Barbian, director of marketing and\ncommunications.<\/p>\n\n\n\n

\"\"
Cyndi Konold, Blue Technologies<\/figcaption><\/figure><\/div>\n\n\n\n

As the New Year gets underway, Blue Technologies of\nCleveland will continue to work with Clover Imaging Group\u2019s Amplify to build\nout its website pages and using SEO to enhance its ability to log high-ranking\nsearch results to potential customers.<\/p>\n\n\n\n

\u201cWith technology, you need to be ever-evolving, adopting new\ntrends and techniques,\u201d noted Cyndi Konold, Blue Technologies\u2019 marketing\ndirector.<\/p>\n","protected":false},"excerpt":{"rendered":"

As hard as it may be to fathom, a New Year and a new decade are just around the corner. In less than 50 days, dealers across the industry will embark on their 2020 initiatives. Suffice to say, inbound and outbound marketing strategies will be the ignition to adding net-new business and going deeper into existing accounts. And while several dealers in our state of the industry panel decided to keep plans close to their vests, some provided a sneak peek at the approach they will take moving forward. Clearly, relying on one or two marketing channels is a relic of the past. Integrated, multi-channel campaigns that embody digital and traditional touches\u2014in fun and creatively-engaging ways\u2014will go a long way toward ensuring long-term success. Impact Networking will be seeking to elevate its digital marketing efforts to the next level. Marketing Manager Karlee Ricks notes the dealership is honing its inbound marketing strategy with a focus on lead generation. The company recently hired a demand generation manager who is working to ensure the dealer\u2019s efforts are driving leads back to the sales reps as well as tracking the touchpoints of leads. \u201cThis focus on lead generation will be seen across all of our digital platforms\u2014in the new website through strategic forms, a chatbot, paid social media ads, video campaigns, email marketing and more,\u201d Ricks said. \u201cThe goal will be to provide high-quality leads to sales reps. We already have a few multi-channel campaigns in the works, and we are excited to provide our customers with more value.\u201d What Works While Loffler Companies in Bloomington, Minnesota, is still in the planning phases of its 2020 initiatives, Marketing Manager Mary Steffl envisions a renewed focus on Google ads. The dealer also plans to re-optimize much of the content that has proven popular. Much of the success for Hendrix Business Systems of Charlotte, North Carolina, hinges on the success of its content marketing efforts, according to Tim Manuel, marketing and operations manager. While the campaign is still being hammered out, he noted it will take a more personalized, vertical-driven approach as opposed to the dealer marketing from the position of its own product and service portfolio. At Benchmark Business Solutions of Lubbock, Texas, a website refresh is planned for 2020. That will see the Xerox dealer realign its strategy around new content and add more focus on its key vertical markets, including education, according to Constance Barbian, director of marketing and communications. As the New Year gets underway, Blue Technologies of Cleveland will continue to work with Clover Imaging Group\u2019s Amplify to build out its website pages and using SEO to enhance its ability to log high-ranking search results to potential customers. \u201cWith technology, you need to be ever-evolving, adopting new trends and techniques,\u201d noted Cyndi Konold, Blue Technologies\u2019 marketing director.<\/p>\n","protected":false},"author":166,"featured_media":36890,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1650,82,3728,87,1638],"tags":[3303,798,478,764,560],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/36889"}],"collection":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=36889"}],"version-history":[{"count":1,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/36889\/revisions"}],"predecessor-version":[{"id":36891,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/36889\/revisions\/36891"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/36890"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=36889"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=36889"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=36889"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}