Marketing today is all about personalization and choice. That applies to communication channels too.
Phone calls and email are still the most traditional methods that businesses use to contact prospective customers, but other platforms like SMS and social media can be successful in converting prospects into clients.
However, marketers should be aware of the strengths and weaknesses of each of these channels and know when using them will improve your brand’s relationship with a client and when it could damage it.
Today, marketers can use several different forms of communication with the same client to increase the likelihood of making a sale.
Here’s a breakdown of different channels and how they fit together to pack a powerful marketing punch:
Email is by far the number one communication platform for marketers with 87% of marketers preferring it for lead generation. When reaching out to a prospective customer for the first time, many salespeople use email.
“An initial email usually makes more sense because it doesn’t require [the prospect to] answer at the moment they receive it.”Robert Graham, author of Cold Calling Early Customers
There are other benefits to using email as a first point of contact, too:
It gives you an excuse to call
Sending an initial email makes it easier for you to call the customer to follow up. Even if they didn’t reply to the email, chances are they read it and already have some key information about your product that you can now take further in a phone call.
Even if they didn’t read it, the fact that you already reached out to them through another medium makes it much easier to transition into a phone call.
It lets you explain why they need your product
When you cold call a customer, you may not get the opportunity to explain the value of your product to them. But in an email, you can and should explain exactly what the product is and how it can benefit them.
Being clear about your product’s value and emphasizing it is essential when crafting marketing emails.
There are two processes you want to facilitate here: making it easy for customers to find you and making it easy for them to contact you.
Let’s take a closer look.
1. Make it easy for them to find you
Use any combination of the following strategies: be visible on a Google search by using Google Adwords.
Use SEO to enhance your visibility in keyword searches relevant to your business. Embrace local listings and online reviews to win local search.
2. Make it easy for customers to contact you
Create a contact form that features prominently on your website. Don’t forget to optimize your contact form for mobile so clients doing a mobile search can get in touch easily. Your mobile contact form should be shorter and simpler than your desktop form for better user experience.
3. Make it easy for customers to contact you
Create a contact form that features prominently on your website. Don’t forget to optimize your contact form for mobile so clients doing a mobile search can get in touch easily.
List all other ways of contact including social, email, phone number, and SMS club so clients can choose which platform is most convenient for them.
03. Text messaging
Text is a very popular communication platform between customers and brands and a proven contender when it comes to lead generation.
However, it has to be used right in order to reap the benefits.
Using SMS to nurture clients who have already been contacted through another medium can enhance sales, but using it as the first point of contact can be tricky.
“Sending a prospect a text message before making phone contact had a negative impact on the sales process, decreasing the conversion by 4,8% compared to average conversion. However, contacting a client via SMS after you already spoke to them via a phone call can improve client conversion by 112,6%.”According to a study by Velocify
04. Social media
This really depends on the client and this is where your client research will come in handy.
If your clients are heavy social media users and highly active on their accounts, you may consider reaching out to them on social first.
This is about gauging a client’s preferred method of communication and while you won’t be able to know their texting or email habits, social gives you a privileged glimpse into this area.
If a client has engaged with your brand’s social media accounts before, then contacting them via social makes perfect sense.
05. Voice calls
Voice calls can work really well in instances where your customer is already familiar with your product or they’re already a client.
In this case, you can call to let them know about a new product that might be relevant to them or an upgrade of a product they’re currently using.
Cold calls are generally considered the hardest kind of sales method by salespeople and marketers. Avoid them if you can.
Which channels from those listed above do you use? Which channels bring the best results? Share in the comments!