Direct marketing should be an ongoing activity for businesses of any size. But frequently smaller businesses either overemphasize this lead generation strategy, or complete ignore it. The familiar picture of a small consulting firm with two or three representatives placing lots and lots of unsolicited telephone calls usually lacks one or more smiling faces. This approach is very difficult and expensive when you factor in the amount of time required to identify targets, place calls and, hopefully, finally engage with a contact. As a client once explained to us, “when you do finally find someone who’ll listen to your story, you can bet they’ve got a real hard problem to solve”. So there ought to be a better way to implement a direct marketing strategy for a smaller business on a tight budget.
Let’s start by categorizing direct marketing efforts into “sensible” and “not so sensible” buckets. The picture of a consulting firm’s “boiler room” falls into our “not so sensible” bucket. Lots of work, lots of irate recipients of unsolicited telephone calls, burned out sales representatives and a miniscule contribution to the bottom line. But a plan to use direct marketing efforts to produce leads rather than sales makes more sense and is a worthy addition to the “sensible” bucket. Better yet: this type of program may not be very costly to implement.
VisualVisitor is an example of a Software as a Service (SaaS) cloud system designed to provide website owners with leads, in this case information about visits to their websites from businesses. At a monthly cost of $39.00 we think VisualVisitor is worth some investigation. By focusing direct marketing efforts on the smaller businesses identified by the VisualVisitor system, smaller consulting firms have a better chance of identifying specific individuals who may want to hear about what the firm has to offer. Keep in mind, the reason why the smaller firm is on your radar is a visit placed to your website by someone employed at the firm. So a genuine rationale for a call is available, which is important when placing unsolicited calls to businesses.
In the next post to this blog we’ll look further at this system.
If your business is struggling to identify a sensible lead generation system, please contact us. We’ve put together a package of service specifically for smaller businesses.
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