As an ambitious company you want more customers so your business can grow. But in order to get more customers, you'll need plenty of quality leads for your sales team to talk to.
So how do you go about making this happen? Where are those leads coming from?
You’re probably considering the traditional marketing solutions you’ve always used like:
- Getting some flyers printed and post them to a list of addresses that you have purchased
- Buying lists of email addresses and send marketing messages (i.e. blast with spam)
- Expanding your sales team and get them frantically telemarketing
Buyer behaviour has changed
The internet has changed the way people make purchases - whether they are consumers or commercial buyers. When they realise they have a problem, they go online to search for solutions.
Once they have decided on the best product to solve their pain, they start looking for the best supplier - a decision that can be based on a variety of factors, including proximity and price. This is the point at which they might contact the vendor by phone, email or through their website contact form or livechat
Why your traditional marketing methods are pants
Your ideal customers don't want to be approached by someone selling something. The rise of live chat shows that the modern buyer will go to great lengths to retain anonymity until they are actually ready to break cover and ask their most pressing questions.
This change provides a golden opportunity for your website to cater for the Googling culture by helping prospective buyers with their research rather than selling to them with traditional marketing methods.
If you get promotional leaflets printed, you have to have someone to post them to. Existing customers are great but don't be tempted to purchase a list of addresses for businesses that might need your product or service.
How do you deal with unsolicited junk mail? Pick the phone to make a purchase or chuck it straight in the recyclng?
Solution: Post website content and blog posts so Google can match your solutions to the searches consumers are making.
94% of B2B buyers conduct some form of online research before purchasing a business product - Accenture
Buying Email Addresses
Buying an email list and spamming people who are not ready to buy is almost the same as cold calling them. It's become the new bete noir of marketing to the point that email open rates for UK SMEs are down to 24.79%. For UK Manufacturing/Engineering companies, it is even lower at 21.28%, although UK Professional services companies like solicitors and accountants buck the trend at 36.43% .
Solution: Give a download option to website visitors who are not ready to speak to a sales person. You can then send emails to people who are actually interested in what you have to offer and nurture them until they are ready to contact you or show that they might respond to a warm call.
Expanding your telemarketing means forcing your sales team to cold call people who are not ready to buy. How often have you purchased from a stranger who called you out of the blue? It's an invasion of privacy that can antagonise even those people who might have been considering your product as a solution to their problem.
Solution: With Business Intelligence software you can see which visitors to your website are most likely to buy and call them. These warm calls at the exact moment that a visitor is on the website with a pressing question are far more likely to be successful.