The power of the internet and social media have seriously changed how communication happens in all walks of life. Whether it is education, our personal lives, or business, each has seen dramatic shifts in what needs to occur and what is acceptable when attempting to create or maintain a relationship.

In terms of business, smart companies understand that these changing dynamics have a profound impact on bottom lines, so it is incumbent upon them to understand and embrace them.

What still remains at the heart of customer engagement, is impressing potential customers through exceptional service backed up by quality products. This will always be the mainstay in building and maintaining a consistent customer base. However utilizing today’s most effective methods and tools to engage and sell will greatly assist any company in becoming a market leader.

To get to market leader however, you first have to gain that first tentative foothold into a crowded marketplace. This will require a well thought through approach to winning over potential customers. Here are some ideas for how you can do just that:

Personalize Marketing Products

Today a company’s brand is their calling card. The brand allows a company to have a high level forward positioning with new customers. Companies can use it to immediately let a prospective customer what they are about, the quality of products and services they can expect, and what others who were looking for the types of products and services supply think about you.

You should use the power of your brand to add weight to your marketing materials and to connect more strongly with potential customers. When you send marketing materials, personalize them with the organization and the person you are approaching referenced directly. Make sure that they are prominently displayed next to you and that their brand sits next to yours giving the impression of shared respect and admiration. This approach will tell them how much your company has an interest in working with them and the type of relationship they can expect.

Manage Relationships with Your Channel Partners

Many companies work with organizations to distribute or sell their products or services to customers. If your company utilizes channel partners for this purpose, you need to insure that your products are presented consistently in the way and at the level you need. This entails closely managing your relationship with your channel partners. Good channel partner management can make the difference in whether your sales soar or flop.

Run Promotions Together with Your Channel Partners

Your two companies have the same objective, which is to attract and sell your products to customers. Use this foundation to create promotional campaigns together that highlight the benefits of your products and services and why the customer needs to buy your goods from this channel partner. You can co-invest in these campaigns and use your combined marketing channels including social media to disseminate these messages. In the end, you both save money, hit a wider audience, and the promotional materials end up being better because of both of your input.