emarketing | Toronto | Cold Calling Is Dead

Cold Calling Is Dead! Hunt AND Be Hunted A New Marketing Mindset

For many years we in business have sharpened our skills and tactics for going out and finding customers. We work hard to impress them (embed our brand) so when they are ready to buy, they remember us and purchase our product or service. Most of us are “ We SPEND, pretty good at HUNTING for customers. But by the time we pay the gatekeepers (the HUNT and HOPE ” Media Barons who control access to the highly sought eyeballs) and all of the costs to distribute materials, we end up investing a lot of dollars in the name of marketing. In a “Mass Media Market” that’s the best we have available to us. We SPEND, HUNT and HOPE (they remember us when it comes time to buy). No wonder the Finance guys hate marketing! Things have changed in the past 2 years. So much so, those same Finance guys are going to love the new marketer. Web 2.0 has combined with SEO (Search Engine Optimization) and PPC (Pay Per Click Advertising) tactics to create a whole new marketing mindset. A new context if you will. Today, when a customer wants to buy, are they just as likely to Google words and phrases that suit what they are looking for? Are they open to suggestions from Social media sites and recommendations from their peers? In most cases they will find what they are looking for on the first page of the search results, or at least have their short list? How easily can you BE FOUND when your prospects are looking to buy? Are you making extra effort to BE HUNTED online? Have you adjusted your marketing thinking to suit the market? the millions of INDIVIDUALS who are online.

We have also seen a rapid decline in response to telemarketing - no matter the tactics used. It seems that we used to accept some cold calls just in case we might need that service or product in the foreseeable future. We would take the call, ask questions, understand the key issues and file the information away so we could lay our hands on it when we need it. In 2007 Marketing Sherpa published a study that revealed that 83% of business purchases were found online. Not all purchased online, but sourced and researched. So now we know that whatever we want we can Google it and find everything we need to know quickly and relatively painlessly. There is no need to entertain cold calls that have nothing to do with the priorities that dominate us today. So cold calling dies. The only thing that kept it alive was it always produced just enough to justify the investment. Not any more. “ 83% of business It is far less expensive to set our products and services up to be easily found when our purchases were prospects are searching for them. But we have to make the mental shift from marketing found online” in a mass media world and mastering our HUNTING skills, to interacting with millions of individuals and learning to BE HUNTED. Learning to make ourselves easy to be found. And make no mistake - it is a completely different context.

As consumers change their habits, we have to adjust our efforts to reach them effectively. There’s a great example of context shaping actions - from a mass marketing world that is exactly what we would do - REACH OUR CUSTOMER EFFECTIVELY. In this Internet based world, we want to listen, engage and have a conversation with people who are interested in what we produce. new context allows for new actions. New actions have the possibility of new results. And the early indications are impressive. We are working smarter instead of harder and producing unprecedented results using: An eMarketing Planning Process Competitive Online Research In-depth Site Analysis / Audit Pay Per Click Campaign Management Search Engine Optimization Link Building & Exchanges Blog Marketing Content Writing Social Media Marketing Code Restructuring Titles/Descriptions/Tags Bots / Texts / Sitemaps Submissions E-Mail Marketing Campaigns eReporting And More... It’s our job to stay on top of industry trends, technological advancements and current search engine metrics enabling the contents of your website to be visible to the world. The BFOUND Program takes SEO/PPC and Social Media to new levels of performance. www.e10egency.com

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emarketing | Toronto | Cold Calling Is Dead

by e10 egency, Inc on Aug 24, 2009

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