Thursday, April 7, 2011

Multichannel Is Always Better

When in doubt, whenever possible go multichannel. When you can make it both high tech/low tech, do it. When the possibility exists put in on-line/off-line.

Now first I’m going to tell you if you can’t be at a minimum 85% effective in using a certain kind of marketing tool stay away of it, you are just wasting your money and more importantly your time. But then I am going to tell you if you are hitting the same marketing base with different kinds of marketing tools and channels your need of effectiveness in their usage goes down by 2.5-5% per channel. So maybe, just maybe if you are using 4 or 5 different marketing tools you only need to be 70-75% effective in their use. Maybe.

Second, the old adage I am going to throw out at you is that you need 7-9 seen touches to a prospect to make a sale. This figure has been around since in got into advertising back in the 70’s but still holds true? Now you seem to need at least 21 to 28 touches in a two to three month period to make a sale. Don’t faint. You just need to be using the Big Fish in the little pond method. Focus your attack. Narrow your nitch. Drive your pitch. You can do it. Then multichannel them to death, nicely!

Telemarketing, Direct Mail, Social Media Marketing, Search Engine Marketing, Landing Pages, Blogs, classified ads. Need ideas see you can do it. You got to do it and do it all, well. How well? Penetratingly well.

I push direct mail and telemarketing not just because my company does that as a service but because it works and it is a direct and seen (or heard) approach to be heard above the clutter. Yes those mail boxes are sitting there empty, fill them. People are sitting out there waiting for your marketing piece to land in their box so give it to them. Let your message can be seen and read in your words not that of an exclusive Social Media Marketing chat. And telemarketing, if done right, is not high pressure offensive, it works in a high touch, very friendly account selling way that nothing else can give except for an individual sales person. Online marketing, search engine marketing, are still needed and important so don’t stop what you’re doing there but people want touchy, feely, hearing as well. Then need and want access to you.

If you go exclusively online, well, I think we all are feeling how the online channels are getting over saturated. I can’t tell you the number of emails I delete without reading. I can’t count that high. As companies stated pounding out more emails and they will (you have heard the “constant contact” ads on radio haven’t you?) it’s going to get more cluttered as companies look for cheaper ways to market) As for SEM (search engine marketing) it is just as dog eat dog. My own hits have been going up and down like a yoyo. You can do pay for clicks but when you pull the money plug you disappear so driving your site up in the search engines is the best (think Landing Page here) to get a long term key word natural or universal search.

Marketing is a game of chess. Will you go to check, or checkmate?

Larson Notes & Satire: It’s all about finding what works for you, your business, your customers and your prospects. You are unique. Is your marketing plan unique to you or did you read and take it out of a book you loaded from the library?

Take the time to sit back uninterrupted and do some brainstorming. Let your mind fly and get those great ideas out of your head and down on to paper. Then IMPLEMENT. You have got to implement! If you don’t apply what you have “created” you have already lost. Yet there is a way out. . .

If you can’t do it, if you aren’t able to implement your ideas, if you don’t have the time to do it, don’t be ashamed to pick up the phone and dial 847-991-0488 and talk to us. That is what companies like mine are out here for. To help your business become great!

Remember our 3 new programs for 2011
1st is our Virtual Sales Manager Program.
2nd our Sales Function Outsourcing Program
3rd our Virtual Business Consulting Program

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better

P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

No comments: