Digital Marketing has the potential to reach large numbers of people quickly for relatively little money. It’s also great when it comes to defining and targeting particular sectors or businesses and finding companies to market to in a particular geographical area. But what Digital Marketing lacks is the direct, personal quality that can come from high quality, intelligent telemarketing.
Fortunately, the choice between Digital and Telemarketing is not an either/or proposition. They can (and should) work together. It just takes a good sense of how the two can complement each other and how both can build on the strengths of the other to create a complete lead generation solution, and Chartered Developments has the expertise and experience to achieve this.
To explore this relationship further, I spoke with Chartered Developments Marketing Manager Kristen Sousa:
1. Content Marketing
Authoritative and relevant content is a great way to engage with prospects and to add value to your relationship with them. Kristen offered an example of how content marketing can dovetail with telemarketing:
“If a law firm were interested in selling employment law advice and HR solutions, the typical approach would be to invest time and money into creating a brochure which outlines the different “packages” they have available. This is unlikely to capture the attention of someone that isn’t actively looking for, or even aware, they need the service..
The bigger opportunity is to raise awareness with prospective customers by giving them something which is memorable and adds value to their day-to-day lives. Something which goes beyond “this is what we can do for you”. For example, the client could produce a printer-friendly infographic which outlines what businesses need to do in order to comply with basic employment law.
Employment law is a complex area that is full of pitfalls and getting it wrong could be extremely expensive. Unfortunately, the basics of compliance are often overlooked and as a resource this could be used as a “checkpoint” for any organisation to ensure they are doing the right things. If they are, great – hopefully by being a useful resource when an issue does arise, this piece of marketing will be memorable enough for the prospective client to reach out to the law firm for assistance. If they aren’t, a clear call to action on the infographic could be just the prompt they need to get in touch. The value of the infographic isn’t limited to attracting new prospective customers, it can also be used to add value and differentiate the law firm in instances where they are known to the prospect.
You’re probably wondering where digital comes into this by now. The law firm can share it on their website, blog, emails and also give it to influential bodies (like Chambers of Commerce) to share with their audiences. There is a lot of opportunity to get leverage out of this over what would have been a generic brochure.
From a telemarketing perspective, this is something our team can send to anyone they speak to. Conversations can form around the content to uncover opportunities. Even if an immediate opportunity doesn’t present itself, this is a resource the prospect can keep for future reference. Perhaps even share with colleagues.”
Take Econsultancy for example, they provide companies with “all of the essential resources they need” including training, consultancy and insights like best practice guides and trend reports to help them develop their marketing skills. As an organisation, they consistently publish authoritative content on their blog that adds value to and attracts interest from their target audience. Here are a few examples of content they’ve recently released:
- B2B Social Media Best Practice Guide
- Why is account-based marketing so important now?
- B2B Internet Statistics Compendium
Social media platforms are rich sources of information. LinkedIn, in particular, is great for accessing and engaging with prospects in specific areas of interest. Kristen spoke with me about the ways LinkedIn can prove to be a useful foundation for a successful telemarketing campaign:
“If we follow on from the example of the infographic referenced above, this could be repurposed into an online quiz which allows businesses to quickly and easily find out whether or not they are compliant. This quiz could then be advertised on LinkedIn inviting anyone that meets the criteria of a prospective customer (of the law firm’s services) to take the quiz.”
- include decision makers at target companies you have identified
- match contacts in a supplied email list
- is comprised of anyone that has visited your website
- are targeted based on a member’s professional interests
- or match criteria you’ve set in relation to company size, industry, job title, function, seniority, years of experience, skills, groups, age, gender and interest
We can measure whether or not a prospect has engaged with the quiz and use this to trigger follow-up actions from our team.
Another example might be of a company that are looking to expand into a new geographical area. You can create a pretty effective brand awareness campaign on LinkedIn that will get your name in front of prospective customers to “warm them up” (if you will) so there’s a familiarity when you initially engage in conversation.
It’s not hard to see just how powerful these two disciplines of telemarketing and digital marketing can be when conducted in tandem.
In this day and age, it is pretty hard to find a business that doesn’t have a website. Having said that, we often come across websites which really don’t do the business they are representing any justice. Classic examples of this include:
- Industry “jargon” is used, which customers can find confusing
- The content of the website focuses on what the business does, rather than what it can do for the customer
- Information isn’t being kept up-to-date
- Trust markers (accreditations, reviews, case studies, client logos) are missing
- The user experience is not intuitive
- The website hasn’t been optimised for tablets or mobile devices – making them difficult to navigate and causing the end-user to become frustrated and leave the website
“When you are engaging in early conversations with prospects, it’s perfectly reasonable to expect them to visit your website for further information and/or a “feel” for the business. With that in mind it is critical that your website reflects your business in the best light possible.
Beyond ensuring that your website is one which instils confidence in prospective customers, in my opinion, one of the most effective ways digital and tele marketing can work together is by ensuring the intelligence that has been gathered during calls with prospective customers is weaved into the website. Booking a meeting for a client is a natural expectation of the work our lead generation team do – however, an appointment is only valuable if there is a clearly defined opportunity at the end. Our team invest a lot of time in understanding the challenges, needs and expectations of our clients’ prospective customers. Integrating lessons learnt during this process into your website, or in fact any of your campaigns, can be a real game changer.”
4. Email marketing & automation
Naturally, every prospect we speak to on behalf of a client will not have an immediate need. Perhaps they are happy with their existing supplier, locked into a contract or just too busy to consider their options at the moment. That doesn’t mean that there won’t be an opportunity in the future and this is where the power of email marketing can really come into effect.
Kristen outlines the ways the intelligence gathered can be captured and used to tailor follow-up emails or even trigger automated campaigns:
- After a call, we can send a “Thank you for taking our call” email which includes a summary of the conversation for future reference. Quite often, this could include key highlights of company success stories, contact information and something of value outside of the email itself. For example, this could be a link to download or forward the infographic referenced in the content marketing section of this article. This encourages the prospect to keep rather than bin the email
- With the consent of the prospect, you can continue to “nurture” them through future emails which are personalised based on the intelligence that has been gathered
- If a prospect communicates that they are locked in a contract that is due for renewal on a specific date, we could set up an automated email campaign which sends timely emails leading up to the renewal date reminding them of your availability to serve their needs and helping to strengthen your pitch
“Our team will follow-up on any engagement these emails generate, which ensures that our clients are able to spend more time converting opportunities into won business and, crucially, billable work.”
5. Social media
The benefit of social media is the ability to search what prospective customers are talking about. For example, on LinkedIn you can search for content containing specific keywords. Being able to “listen and monitor” on social media can be a powerful way of ensuring you are having relevant conversations with prospective clients on what is happening in the industry.
Last year, Chartered Developments made a significant investment into the establishment of Chartered Digital, a web design and digital marketing business to ensure our clients are able to make the most of their lead generation campaigns. If you would like further information about how Chartered Digital and Chartered Developments can offer you a complete lead generation service then get in touch.