Lead generation · Marketing Strategy

How do I persuade my customers to invest in integrated marketing?

Ekaterina Sytcheva Integrated Marketing and Lead Generation Expert,Owner of Prospect Solutions.

September 28th, 2016

 I own an integrated marketing company in Vancouver and many people who call me for business are interested in telemarketing only. I often feel that telemarketing is not the best avenue for them to get ROI for their marketing dollars.  But as soon as I attempt to explain it, they leave and never come back. How do I deal with this dilemma?

Chuck Bartok Marketing and Sales Manager at MD Building Systems of Florida, Inc

September 28th, 2016

I have been too simple for past 55 years.
When a customer requests a service...I provide it.
It may not be most effective.
BUT it is a lot easier to guide them through other options after we have implemented and analyzed results.
I don't have time and energy to educate the world.
Acquire the customer, deliver results, and then show your smarts.
BTW telemarketing done properly to the right persona is VERY effective.
Unfortunately so few want to learn how to apply effective methods

Robert Hoskins (3,275+)

September 29th, 2016

Since your firm started out as a telemarketing firm, that may be the primary reason they made their first inquiry. Tacking on additional services may be seen as trying to up sell customers on additional services they don't want or don't think they need. In addition, Integrated Marketing Communications is also an older term that many young people may not be familiar with.  

Instead you might focus on offering digital marketing communications, social media and search engine optimization. Create a step-by-step process that guides them from building a business plan, generating a thorough competitive analysis, building a website full of SEO friendly content that serves as a 24x7 electronic sales person, engaging with prospective customers on social media and leveraging PR to generate lots of news stories that can posted to social media and shared via friends and family social media networks. 

And if you say you specialize in SEO, but none of your website pictures have "alt" tags, none of your URL links have "title tags," no bulleted or numbered list, you might want to buy a book and learn what is really required for great SEO. 

Same thing goes for social media. Your numbers on Facebook, LinkedIn and Twitter are very low for someone that is an expert in this area.  

In addition, keep track of your results via Google Analytics. When you can show customers the results for what each type of marketing is delivering, they will give you more and more responsibility because they can see it working. 

Please give me call if you like some help building a better digital media presence and developing a better business pitch that will reel in more clients.

Chuck Bartok Marketing and Sales Manager at MD Building Systems of Florida, Inc

September 29th, 2016

Fantastic advice and observation from Robert Hoskins!

Ekaterina Sytcheva Integrated Marketing and Lead Generation Expert,Owner of Prospect Solutions.

September 29th, 2016

Thank you very much everyone! These are great suggestions. It is always tempting to get a new customer for no matter what... But may be having fewer customers is better strategy? May be the business owners who are not open minded to new ways of marketing, are not the customers my company should have?

Barry Braunstein Principal at Crossroads Business Consulting

September 28th, 2016

AMEN! Telemarketing is becoming less and less effective - people are being overwhelmed with calls (and other media), both at the business and consumer level. I'd point them to some of the research reports (there are many) that talk about Inbound Marketing and other newer strategies that are more effective. And also educate them that the world is changing as millennials rise to decision making positions - they are more used to researching solutions on the internet first, the whole "buyers" journey thing, etc.. Depending on the industry, inbound marketing (IMHO) is not enough, but it beats "dialing for dollars"..

Jeremy Villano Strategy & Business Development Professional

September 28th, 2016

Can you provide case examples to your callers of how clients of yours moved from a telemarketing only approach to an integrated one? Do you offer to do a quick analysis or proposal for them (1 hour max)? Do you have a strong command of facts/trends/macro forces that you can call upon in the conversation to illustrate how the world has changed? How telemarketing is focused on bottom-funnel buying decisions, and not upper/middle funnel brand building and choosing decisions? I am currently helping a Direct Response agency move into more of a Performance Marketing space. A key observation that’s been helping us with our legacy DR clients is showing them how nearly every vertical and modern brand has a balance of DR and Brand Response. That focusing on DR means they are leaving money on the table. We show them industry examples, but then also case examples of clients we’ve successfully migrated. We’ve also productized our diagnostic that we use for evaluating DR clients (legacy and otherwise) to help them see a vision for a more dynamic, modern future. The reality could also be that those customers aren’t open to being convinced and you should just limit the time you spend on those calls and get back to building your business with consumers who want what you have to offer. Perhaps your value prop isn’t as clear as it needs to be? Best of luck! Jeremy

Derrick Duplessy Leader, Teacher, Career Coach

September 28th, 2016

Hey Ekaterina, I would suggest offering to send them a case study of how you've implemented integrated marketing for another business. If you don't have a blog just write the post on Medium.

Ekaterina Sytcheva Integrated Marketing and Lead Generation Expert,Owner of Prospect Solutions.

September 28th, 2016

Thank you very much guys. I often send them to my testimonials page. I think it is still hard for many business owners to comprehend this.

Ekaterina Sytcheva Integrated Marketing and Lead Generation Expert,Owner of Prospect Solutions.

September 28th, 2016

Great advice Chuck :) I do this, but often they run out of budget and leave disappointed :( 

Derrick Duplessy Leader, Teacher, Career Coach

September 28th, 2016

Ekaterina, I tried the link and it did not work. Feel free to share it again. I would definitely suggest having a detailed case study instead of a testimonial quote. Unless the quote comes from a known company or authority in your space, case studies will always beat quotes in my opinion. Thanks,Derrick