Digital to Direct Marketing – How to make telemarketing the most powerful asset to your marketing strategy

You may not have heard about 'D2D' Marketing. The whole process is a fairly new concept...but one which we feel gives us at Red Wasp the pioneering edge.

Most people are aware of how telemarketing works. You get a list of data to call (usually cold with no prior contact) and work through it systematically, ensuring that call backs are hit on time and opportunities are converted into qualified leads.

Some of you may already have the benefit of having warm leads to follow up on, be it registered interest from a prospect at a trade show or previous customers, which is great, but targeting the cold data is where the hardest challenge lies. So how can we improve that?

The answer is simple. Website traffic. If someone has come to your website, the chances are they are looking for your services or interested in your product. With 'D2D' Marketing there are three steps you need to take to turn these potential interests into the qualified leads we all fight for, and here they are:

Step 1:

Drive traffic to your website and Social Media pages - using Digital Marketing

You need to use a range of digital techniques to drive people to your website.

We use four approaches which are tried and tested.

Social Media Marketing (SMM) - on Facebook, LinkedIn, Google+ and Twitter, also including and producing blogs pushed out via these mediums.

Search Engine Optimisation (SEO) - helping your website reach the first page of Google

Pay Per Click Advertising (PPC) - on Google and social media sites

Email Marketing - targeted, qualified, email marketing lists that help generate business leads

Step 2:

Identify traffic - Using 'Caller ID' for your website

So you have pushed your content out, engaged in relevant conversations on social media platforms and produced several blogs which have been viewed numerous times. But still not seeing much of a contact rate on the website....

Well, sad to say, statistics show that 98% of all website and social media page visitors will never contact you, so you need a way to identify these people and find out how to target them. So...here is how we find them:

Caller ID For Your Website – We can identify around 40% of the companies that visit your website based on their IP address

Email clicks – Our Email Marketing software allows us to see who has opened, forwarded and clicked on your email
Social media – We have software that monitors - mentions, updates, re-tweets, profile views and new contacts

This is where web analytic software plays a pivotal role in 'D2D' Marketing. The Web Analytics software we use has the largest UK database of IP addresses.

By adding a single line of Web Analytics code to your website, we can identify approximately 40% of all of the companies that visit your website. We'll be able to see what they searched for, where they came from and what pages they looked at.

The benefit of this? We can see exactly what products or services they are interested in, arming our telemarketers with the best information available on an otherwise cold prospect.

The Telemarketing call is now warmed and targeted.

Step 3:

Follow up traffic - Using Direct Marketing

You now know your target and you know they are looking at your product. So all we need to do is talk to them!

There are a number of channels we can go down. Typically they are:

Telemarketing follow up – We use intelligent telemarketers to contact people who have visited your website and discuss their requirements

E-mail follow up – Our software allows us to respond to emails on your behalf

Social media replies – Our social media platform allows us to manage all of your social media responses in one central hub

As you can see 'D2D' Marketing is a huge leap forward from traditional direct marketing approaches. Not only can we eliminate cold calling but the prospect to lead ratio greatly improves on any campaign we take on, simply because we know who is out there looking for a solution before we even make a call!

If you feel your company could benefit from a directly targeted campaign, feel free to get in touch!

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