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Even if you don't derive revenue through an online channel, internet marketing skills are still a necessity in today's distribution landscape, according to MDM President Ian Heller in The 10 Commandments of Distributor Marketing.
"The term 'online marketing' is becoming redundant: very little marketing happens without some online component," Heller writes. "Whether or not you actually sell online, you absolutely must market online."
Even if your company deals exclusively in face-to-face transactions, a digital presence is a requirement for success.
"Your customers do not know what you sell, they do not understand your value proposition and they do not always think of you first when they need something," Heller writes. "If you regularly put relevant products and services in front of prospects and customers, they will be more likely to make first-time and ongoing purchases. Almost nothing builds enterprise value more quickly than expanding your customer base and increasing purchase frequency. The best way to do this is to be in front of your customers more frequently than your competitors."
The importance of an online marketing footprint can make for a steep learning curve for those just getting into the game, but learning a few important skills can make a difference in your top-line performance.
Read more of Heller's tips for marketing success in The 10 Commandments of Distributor Marketing.