Businesses need to explore all possible marketing channels to reach their target audience and increase their return on investment (ROI). One effective way to do this is through a multi-channel marketing strategy. We’ve got a lot to say when it comes to the benefits of using multiple marketing channels and so in the first part of this two-part blog series, we’ll explore those benefits and look at telemarketing as a channel that can really drive marketing ROI.
In part two, we’ll deep-dive into the strategies businesses can use to effectively integrate telemarketing with other marketing activities. But first, let’s look at the fundamentals of using multiple marketing channels to maximise ROI.
Benefits of using multiple marketing channels
Reaching a wider audience
Different marketing channels appeal to different people and by using multiple channels, businesses can reach a wider audience. For example, (on a simplistic level) a younger audience may be more receptive to social media marketing, while an older audience may prefer a more traditional channel such as the phone.
There’s no one size fits all when it comes to choosing marketing channels which is why audience research is key before you begin. Even within social media marketing, it’s important to look at the channels that best suit your strategy and objectives. For instance, a B2B company may find that LinkedIn is the best platform to reach decision makers in their industry, whilst Twitter could be the best option for those looking to engage with influencers or share thought leadership content.
Increased engagement
Using multiple marketing channels can also increase engagement with potential customers. A prospect who sees a LinkedIn post may be more likely to remember that company when they then also receive a phone call from a sales representative about their product or service.
Looking at multiple touchpoints through your user journey will help you develop a coherent marketing strategy that engages your potential audiences at exactly the right time and on the right channels. Take the time to think about each stage of the journey, as well as multiple journeys. From how your user uses your website, to how they engage on social media, and whether they respond to email or phone outreach, each part of the journey provides an excellent opportunity to increase brand authority and build that customer’s trust.
Higher conversion rates
Increased engagement can lead to higher conversion rates. A prospect who has engaged with a brand through multiple channels is more likely to convert into a customer. If your buyer is serious, they will research extensively before making a purchase, especially in the case of high-value sales. Each subsequent touchpoint is the opportunity to nudge them along the purchase path towards the final goal.
If they first see an ad on LinkedIn, they may click a link and browse your website for further information. Having digested that initial information, they may submit an enquiry to receive a more in-depth piece of collateral. Then, let's say the following day, they receive a call from a sales representative who can provide more details about the product and answer specific questions. At this stage, they’re far more likely to make that purchase. They’ve seen brand credibility, have a good understanding of the proposition and are now ready to discuss their requirements with your sales specialist who can address any barriers to purchase. This is cross-channel marketing at its finest.
Telemarketing as a powerful, personalised marketing tool
Common misconceptions about telemarketing
With the emergence of new communication channels, telemarketing can be perceived as outdated, and sadly the channel has been undermined by unscrupulous businesses using aggressive sales tactics or making spam calls.
Some people consider telemarketing to be intrusive, but evidence has shown that people still prefer to speak to a real person when making important decisions. Telemarketing can also be less intrusive than other marketing methods, such as unsolicited emails. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads so it’s time to put your perceptions aside and see how it could improve your marketing ROI.
Advantages of telemarketing
Telemarketing is a particularly valuable tool within a multi-channel marketing strategy because it is data-led and can be strategically targeted to add value at every stage of the customer journey. It allows businesses to have direct, personalised marketing communication with existing and prospective customers, build trust and gather feedback and insight to inform their overall marketing strategy. By providing an authentic personal connection with customers and showing a human face it is also an effective way to differentiate a brand amidst the noise of digital communications.
The telemarketing channel can also help businesses realise their investments across all channels, particularly digital, by extending reach, nurturing pipeline leads and using the persuasive powers of voice to encourage action and conversion. It is especially effective for high-value products and services that require a more personalised marketing approach or for more complex and nuanced propositions that can’t easily be communicated via digital channels.
In conclusion, multi-channel marketing is an effective way to improve ROI by reaching a wider audience, increasing engagement, and achieving higher conversion rates. By defining the target audience, coordinating messaging, and carefully planning the timing and sequencing of each marketing channel, businesses can create an effective cross-channel marketing strategy.
By integrating telemarketing within their strategy, businesses can increase their reach, improve customer engagement, and drive revenue growth. They can engage with their target audience in a more personal and direct way, building trust and rapport. They can also gather valuable feedback, allowing them to improve their products and services based on real customer insights.
Read more on the benefits of the telemarketing channel