Thursday, December 18, 2014
Telemarketing companies tend to face the same condition when faced with cynical prospects. Critics set out conditions that don’t seem possible for those who adhere to typical cold calling conventions. But like the Maleficentremake, today’s telemarketing transcends its own conventions.
Monday, December 15, 2014
It’s like in the case of online television and real television. Nobody has to worry about missing a show anymore. You just stream online or better yet download it. You can see this happening with companies like Netflix capitalizing more on their own, original content much like in other online media industries already established by webcomics and celebrity YouTubers.
But while customers are all free to receive the content whenever they want, it doesn’t mean you’re also free to produce it out just as freely. The internet has not eliminated the need for a schedule in your overall lead generation strategy.
It’s as simple as this. Even if a prospect were to miss an episode (or in your case, a podcast, a webinar, or even just a very well-written article), the episode itself still needs to be made. You can argue that they can always just release all episodes at once. (It’s certainly another factor that’s driving the cord-cutting movement.) That doesn’t really change much. Content itself needs to be produced. Whether it’s one blog post or an entire batch, you need to plan out on how you’re going to make it. Asides from the most obvious reason that it’s what your marketing delivers to win prospects and keep winning new customers, here are a few more:
- Prospects have to align schedule regardless – A prospect may have all the time in the world to read your blog or watch your video. But if any of it has them hooked, they’ll be waiting for the next installment. Without a clear schedule of content releases, you’re just going to frustrate them and in turn, frustrate the relationship they’ll have with your products, services, and the rest of your business.
- Content marketing plans – Timeline is among the first important questions to ask when creating your content plan. It’s not just about the nature of the content. The different types of content needed could take varying amounts of time to produce. Failure to take any of this into account and your whole strategy could collapse instead of falling into place.
- Re-usability – Content also has a lifetime once it’s in the hands of prospects. Online viewers re-watch their favorite episodes, B2B prospects are likely to re-use the most useful information (whether it’s to convince peers, review ideas, back up their own research etc). A content schedule is necessary because you need fresh content by the time that lifetime expires.
When you think about it, it’s really not as revolutionary as most people thought. Typical broadcast television may be growing obsolete but the need to follow and wait for next installments hasn’t changed. It’s the same with your own marketing strategy, no matter how awesome you content might be.
What this really means is that just like how fire dancers ‘play’ with fire, you have to be prepared to handle the heat. There are advantages to marketing yourself with the label of a political approval. But unless you’re careful, that label could quickly turn into a target sign on the head of your business.
The benefits though can be motivating enough for some businesses to take the risks. See for yourself if the following makes those risks worth taking:
- High credibility – When a politician, law, or even just a political group shows support your business, it shows that you are at least qualified. For example, suppose your business sells marketing tools and you’re approved by the FTC. This means your customers can use your tools without fear of violating any customer rights or engaging in anti-competitive practices.
- Created demand – Some businesses, like EMR software, get a major boost in demand because the law makes the product/service a requirement. Nobody wants their business to either get fined or suffer a reputation for being below the public standard.
- You attract more like-minded prospects – Finally, some prospects openly align in favor of a political party or ruling. If birds of a feather flock together, they will flock to you if you both cater to them and at the same time share similar sentiments.
But now that you know the advantages, here is what you need to prepare for if you lace your telemarketing messages with the trappings of politics.
- A hint of bias – In some cases, ‘hint’ can even be an understatement. When you cite the backing of political supporter, you can come off as someone whose strings are being pulled (or vice-versa). Keep this in mind when creating your rebuttals. For example, sometimes you have to come in defense of a particular law and not just your business
- It feels like profiteering – Even if it really isn’t, the feeling itself can be hard to shake off. If your prospects start fearing for their business permits or their jobs unless they have your product, it’s time to put them at ease. Make it easier to them to go further into your sales process (e.g. reducing price resistance, faster appointment setting etc).
- You leave out opposition – By playing the political game, it means you have chosen some sort of side. While you end up scoring more points for the side you’ve chosen, you have forfeited any chance you have with those who oppose it. In telemarketing campaigns, there’s a fine line between creating rebuttals and wasting precious time arguing with someone who is clearly saying no because you decided to play the politics card.
It’s hard to say whether politics will ever be good or bad for marketing. One thing’s for sure though, it can be bad if you’re not prepared to handle it like fire. Weigh the pros and cons of playing political for you’ll be playing a long, risky game if you do.