As we highlighted in this blogpost, the approach Chartered Developments takes towards lead generation pivots around the human voice. We are on a mission to relay and amplify the services of our clients and we understand the power of the voice in doing this. Finding the way to market through storytelling is the key to this – and a direct telephone conversation is still the ultimate way of achieving this, but there are a number of other ways to provide a platform for these stories. In this blogpost, I want to explore a few of these platforms and to look at how they can work to provide a basis for the stories you want to tell.
Recent research conducted by Google indicates how video is increasingly important in the area of B2B marketing. The article examines the viewing habits of prospects:
“Seventy percent of B2B buyers and researchers are watching videos throughout their path to purchase… …nearly half of these researchers are viewing 30 minutes or more of B2B-related videos during their research process, and almost one in five watch over an hour of content.”
Videos are a great way of directly communicating information in a dynamic and engaging way. Two years ago, LinkedIn recognised the rising importance of video content by launching a feature that allows users to upload videos that highlight their professional work interests. It’s no longer just about cats doing cute things or skateboarders falling over – the new feature in LinkedIn has meant that there is now the perfect forum for videos that will appeal to businesses.
Every year decision makers are spending longer watching video content. Hubspot, a leading developer of software products for inbound marketing and sales, stated that in 2018 video evolved from “a singular marketing tactic to an entire marketing strategy.” This article sums up the importance of video, outlining the range of different types of video that can be created from demonstrations to event promotions to case studies.
Podcasts have been around for ages. In the past they have been the domain of amateur niche interests or expanded professional radio broadcasts. However, they are increasingly being used as a tool in marketing.
In an article for Forbes called ‘The Audio Boom: How Podcasts Are Changing The Game For Marketers’, David Shadpour states that: “if 2018 was the year of video, 2019 will be the year of audio.”
Shadpour goes on to chart the rise of the podcast as a concept (a US listenership growing from 11% of the population in 2006 to 44% in 2018) and to outline the qualities that make podcasts such an effective medium for B2B marketing including:
- Appealing to a younger demographic
- Personalised and easy to target at specific audiences
- Easy to download and listen to – like radio
A series of podcasts are the perfect medium to fully explore what a business can offer and to give a voice to the experts in a company. They are also great for internal communications – from staff inductions to the latest changes in legislation and or compliance requirements. Above all, podcasts, when done well, can be engaging, accessible and richly personal and, with recent development in technology, are starting to be a factor in search engine optimisation.
Still the ultimate in B2B marketing – when it comes to building a connection with a prospect, nothing beats an informed and intelligent conversation. Inbound marketing platforms such as videos and podcasts are great ways to relay stories but as a form of communication they are only one way. A well planned phone call from an experienced and agile telemarketing professional will give you the best chance of arranging that all important first meeting.
At Chartered Developments, we have perfected the art of the conversation. Our callers are mature and seasoned professionals with the experience and knowledge to represent companies across a range of sectors.
The best thing is – it’s not a choice. You don’t have to select one method of amplifying the voice of your company. When used in conjunction with content marketing, telemarketing can transform your ability to convert leads. Get in touch to discuss how our expertise in both telemarketing and digital marketing can create a strategy that will turn the volume up on the voice of your company.