Beginning as a white label reseller inevitably involves training, as you have to know how to use the solution before you can effectively sell it. When you resell marketing automation, you need to train your customers as well. Why is this training so essential when it comes to marketing automation?
Training is so important because marketing automation doesn't just solve every problem for a business on its own. Marketing automation is, instead, a tool that helps businesses that use it develop better communication strategies, streamline workload, and create cost-effective solutions for challenges.
It's easy to provide a template and say "go." Yet, without understanding how marketing automation works for them, many companies will sign up and then quickly stop using marketing automation. Here are three potential pitfalls that you can help prevent.
- Businesses often think that marketing automation is a strategy in itself, rather than a platform to enable marketing plans. Educate your customers on what marketing automation can and cannot do. Provide interactive demos and show specific use cases. By demonstrating how marketing automation is used effectively in real life situations and teaching your customers how to set up effective marketing automation processes, you are setting yourself up for success. Your customers build confidence, grow loyalty and continue using your marketing automation solution instead of dropping off.
- Some businesses begin using a marketing automation platform when they do not have a plan for how to use it. One of the biggest ways you can help your customers succeed is to show customers how to create a workable plan. What are realistic goals for them? What types of campaigns will they use? By helping your customers set out a plan during the training, you further the customer's chances of success and therefore increase their loyalty.
- Other businesses sign up without having an established content production team or enough content to draw from. This prevents them from supporting campaigns of any large volume. If this problem is not addressed from the beginning, there is a chance that the business may not be ready to scale with the new leads that marketing automation will bring in. It may also make the implementation of marketing automation long and difficult. Training these businesses to scale their content and create unique content for emails and newsletters early will help prevent the loss of customers down the road.
Training customers allows you to produce successful and confident customers who then gain real benefits from using marketing automation. White label resellers need to be prepared to provide in-depth training. Offering the training to use marketing automation technology is an integral part of your onboarding process. This training makes your customers much more loyal and satisfied, reducing customer churn.
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