I’m guessing you’ve heard about the importance of “channel marketing campaigns,” but what do they really mean when they throw out this thought? At Channel Maven Consulting, we break down the sometimes ambiguous channel marketing campaign into a manageable campaign in a box. Ready to create your own Campaign In-a-Box? Let’s launch this campaign!

Hammer out your talking points. When beginning your Campaign In-a-Box get very clear on your talking points. These will likely include an explanation of your product benefits, you selling proposition, and a call to action (this can even be a bulleted list).

Identify your assets to drive demand. Assets are valuable content like white papers, webinars, eBooks, data sheets, or an event that you are promoting. At the lower level this could also be blog posts or newsletters that solve your customers pain points. These assets provide a reason for you to connect with your customers or partners. Keep in mind you will need a landing page to make sure you capture the leads who download your content.

Spring clean your list. All of your talking points and assets are worthless if your list is out of date. Don’t spam out to your entire list. Instead determine who should be a part of your Campaign In-a-Box. Clean up any bouncing emails and review your LinkedIn connections to see if new contacts should be added to your list.

Create your demand generation communication. This means emails, social media posts, banner ads, and maybe telemarketing scripts based on your talking points and assets. Communications should be clear, concise, and have a call to action. Your call to action may be registering for an event or downloading an eBook. Plan your social media posts to compliment your email or call schedule. For example, this may mean two emails, a social post, and inclusion in your newsletter. Be sure that your communication is offering your leads valuable content and not coming off as a sales pitch.

Next steps. After you distribute your initial communication, how will you stay top of mind with your customers and partners? Develop a clear follow-up strategy to promote your event or asset; this likely involves your sales team promptly following up with your new leads and then a plan to keep you top-of-mind with your new lead. Stay connected with your leads by continually communicating with your leads and developing new content and events. Your content and events should be valuable and different. For example, Channel Maven Consulting recently added Virtual Events and Video Campaigns as exciting content options in our Campaign In-a-Box 3.0.

While building your own Campaign-In-a-Box may seem like a lot of effort, keep in mind you are filling the top of the funnel to generate new customers and partners. Still seems like too much? Channel Maven Consulting’s Campaigns In-a-Box 3.0 will help guide you through a lead generation or event channel marketing campaign.

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