Some of your best customers may not actually have a direct relationship with your brand. Instead, they may mainly interact with your brand through resellers, who indirectly represent your brand and sell your products and/or services.
Many resellers, like financial advisors and gym instructors, have uniquely strong relationships with customers. Unfortunately, they may lack the knowledge or resources to successfully leverage those relationships with consistent branded marketing.
When resellers are empowered by distributed marketing, they are able to accurately represent brands with consistent messages that reach customers through channels they really use. This way, everyone benefits.
Consistent messaging leads to connected customer journeys
When brand messaging is inconsistent — with different designs, layouts, or writing styles — customers may not be able to tell that the messaging is from the same brand. When resellers create messages on your behalf without consistent branding, they may inadvertently confuse more customers than they convert.
According to the Salesforce “State of the Connected Consumer” report, 70% of customers consider connected processes key to winning their business. Consistent brand messaging is one of these connected processes, which may be one of the reasons why the Salesforce “State of Marketing” report research shows that 64% of marketing leaders actively work to provide consistent customer experiences across every channel.
Recognizing that reseller messaging can often be as impactful as core brand messaging, companies must work to help resellers message in a consistent, brand-approved fashion.
Today’s best customer journeys are multichannel customer journeys
Too many resellers depend solely on a single channel, such as email, for their messaging — leaving others, like mobile and social, in the cold. This is an opportunity for improvement, as today’s customers expect to be engaged consistently through multiple channels. The average customer uses 10 channels to communicate with companies and lists six of those channels as preferred. Email is still one of the most important channels, but there are other exciting channels that resellers can also use.
High-performing marketers are 12.8x more likely than underperformers to coordinate marketing efforts across multiple channels. Companies should work to empower resellers through distributed marketing, granting them access to the tools and technology to identify the best channels for building consistent customer journeys.
Resellers can leverage AI to personalize journeys across channels
Most customers want, and expect, personalized messaging from brands. In fact, 52% of consumers say they’re likely to switch brands if they don’t feel they’re receiving personalized communications.
Messaging from resellers shouldn’t be an exception to this rule. With a distributed marketing strategy, companies can grant resellers access to the tools they need to personalize customer journeys — often with the help of artificial intelligence, which can automate the personalization process and lead to increased customer engagement. After all, customers are 2.1x more likely to view personalized offers as important.
Distributed marketing helps resellers deliver consistent brand messaging and personalization
Distributed marketing is mutually beneficial for companies, resellers, and customers at every scale, resulting in consistent branding and personalized customer journeys that drive conversion across all channels.