Rumor has it that cold calling is dead, and while that may be a bit of an exaggeration, there is certainly some truth to the rumor. Is this really a bad thing? After all, most people do not enjoy receiving sales calls, and not too many people enjoy making them. Not only that, but cold calling is inefficient. It can take hours and hours of work to generate one lead. Not cool. So what are the alternatives?
While cold calling may not be getting the kinds of results it did in the past, there are a number of strategies that can be used to replace or at least supplement it that are incredibly effective. Not only that, but instead of reaching out to one person at a time, in the hopes that they will bite, you can reach out to millions.
Inbound marketing has been proving itself to be a powerful and cost-effective alternative to traditional outbound “intrusive” marketing techniques. For small businesses with small marketing budgets, this is actually great news, because many inbound marketing techniques don’t cost much money and are relatively easy to implement.
Inbound Marketing examples:
- Use of social media to make connections and increase brand awareness
- Downloadable information such as eBooks and white papers
- Email marketing campaigns
- Landing pages with offers to gain leads
The key to leads and sales is organic engagement. You become active on social media, providing value and engaging with prospective customers. Your blog provides informative posts that people want to read and share. On your blog, you offer the reader something extra, that provides additional value, such as a free eBook. They enter their email and download the book.
Now, they have voluntarily signed up for your email list. You plan and execute an email marketing campaign to turn those leads into active, engaged customers who have become familiar with your brand. It’s a win-win situation that is effective and scalable.