People that point out that traditional marketing methods no longer work could not be further from the truth. Before those methods were the only option but now they are an integral part of a marketing campaign. A good balance of digital and traditional marketing can help maximize sales. For this reason traditional marketing technique need to be employed but possibly at a lower budget point than in the past. Getting the ROI on all of the tactics is important so proper allocation of resources can be divided up appropriately. The following are both digital and traditional marketing tactics that can help maximize sales regardless of industry.
Turn The Company Blog Into A Must Read Resource
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Creating quality content needs to be done on a regular basis both on and off of the site. Contributing content to relevant publications to your business can result in added traffic, leads, and a boost in search engine rankings with brand mentions and links back to the company site. Creating an editorial calendar is important as this can help the marketing team gauge which articles, videos, or podcast will be published on what day. A specific day might be better for podcasts like Monday while articles might be better to be published on a Tuesday afternoon. Take a look at the analytics of content published in the past to help identify these types of patterns.
Use Different Forms Of Content To Engage Potential Customers
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Different people like to consume their content in different ways so a person that like to read might not enjoy a podcast or video. The last thing that a company wants to do is to alienate an entire demographic of consumer due to lack of content in a specific form.
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Each form of content has its own advantage with articles being easy to reference or go back to while podcasts allow the creators to go into extreme detail on subjects due to there not being any time restriction. A video can be a great way to educate or show someone how to do something whether it is a personal trainer showing someone how to do an exercise or a tutorial on how to check for HVAC problems.
Use A Questionnaire To Identify A Prospect’s Pain Points
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Part of the sales process can use a questionnaire in order to allow a prospect to inform the company what they are looking for. This can allow the sales team to be much more prepared for a call and avoid services that seem to be useless to the client according to the questionnaire. Questions on budget can also help qualify a prospect as some people might not understand a high cost of a service if they do not fully comprehend it. This should be a decent length to get relevant information but not so long a prospect clicks off of the site due to lack of desire to fill it out.
Mail Sales Materials Over With Priority Shipping
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Sending over a link to sales materials simply does not have the impact that mailing these sales materials does. This can help a client get the idea of the resolution in design projects that is offered as well as information that they might need in the future. At times clients can be unwilling to ask questions about certain services if they do not completely understand them. The sales materials can answer these questions so it is important to get them in the hands of the potential clients ASAP. Using priority shipping to get the materials there the next day is imperative as the conversation from the day before will be fresh in their minds. Send these in window envelopes as many companies get sales materials frequently so letting them know you sent it with a window where they can see the logo will reduce chances of it being thrown away.
Email Blasts Can Help Remind Prospects About Your Services
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A monthly or weekly email blast can keep the company fresh on the minds of potential clients. This can be a recap of blog posts published or other articles in the industry that can help educate the clients. The worst thing that can be done is to have the email blast be completely advertorial unless advertising discounts of some kind. New services might arise so making those on the email list aware of these can convert in a sale and possibly a long term contract. The email list could not be more important as these can be full of past, present, and future clients. Keep the blast concise but clear as possible as attention spans to mass emails are usually not long.
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Marketing in order to maximize sales can make all of the difference as it will help bring in more leads that are qualified to work with the company. Take the time to allow the sales team to meet with the marketing team to see how they can further work together to increase company profits!
