Page 26 - GS240702

Insights and Expertise

Sizzling content marketing ideas

for a successful season

your business, and creating an effective marketing and
communication strategy to help foster that relationship
is key to your success. Keeping merchants up to date on
new products, services and solutions; celebrating their
successes and milestones; and educating them on industry
trends that can simplify and grow their business is vital to
building trust.
By Jaki Kackert Most resellers understand the importance of developing
Creative Marketing Consultant a strong sales strategy, so I'll go over three top summer
essentials that can help you create a sizzlin' strategy for
he summer season brings longer, warmer days content marketing that supports your sales objectives.
as folks enjoy barbeques, family gatherings Determine your market potential
and time spent in the great outdoors. Although
T nobody wants to think of it just yet, it's also the You've invested significant time and effort into building a
time that merchants should plan for the biggest sales of sales strategy that works to attract and retain merchants,
the year: back to school, Halloween and the winter holi- so it's important to make sure you're on target with
days. As a reseller, that's where your marketing team can marketing to the industries you can support effectively.
make a difference. Make sure your marketing strategy is built around the
partnerships you currently have with gateways, OEMs,
Developing relationships with your merchants is vital to processors and other service providers.

It's also important to understand what your merchants
need to run their businesses and grow. Stick to what your
competencies are now, and work with your providers
to identify potential opportunities to branch into new
verticals in the future.
Build your brand

It's imperative to align your brand identity with your
brand personality if you want your audience to believe and
embrace your marketing message. Finding the right voice
to communicate with your audience will be the key to
successful communication and growth for your business.

It's important to understand what characteristics you
want your brand to have and dig deep to understand
the human attributes that will connect you with your
customers and effectively tell your story. If your company
is seen as sincere – trustworthy and friendly – how do
those traits get visualized in your imagery, font style,
color palette and so on? And how are those traits voiced
through communications, messaging, advertising and
social media?
Once you've built your brand personality, be consistent and
stay committed to it through both internal and external
marketing efforts that best tell your story and relay your
message. Your goal is to resonate with your audience
to build and maintain the relationship. And like all
relationships, that means that over time you can reassess
your brand personality; if you've grown and matured over
time, then it's a perfect reason to explore rebranding.

26