When should I contact potential customers by phone?
When they’re at work.
Few owners of SMEs like to be contacted about work when they’ve left the office.
It’s generally easier to get in touch with decision makers at the very start or end of their day.
What should be the aim of the call?
Before you or your staff pick up the phone, you should decide what the outcomes you want from each call. Create a sliding scale from making a sale to collecting information.
Follow-up email containing contact and social media details
Every time you’ve spoken with a decision maker, regardless of whether the call was particularly successful or not, you should email the person thanking them for their time.
Your email should contain your direct contact information together with an invitation to follow you on social media.
What return should I get on my money with telemarketing?
Telemarketing returns £11 worth of turnover for every £1 spent on it, according to the UK Data and Marketing Association.
3. Direct mail campaigns to your target market
Direct mail marketing is the most expensive type of marketing
However, being sent something tangible and of high quality opens doors better than email and telemarketing.
Isn’t direct mail marketing dead?
According to the UK Data and Marketing Association, postal marketing achieves a response rate of 4.4%.
This is significant, when compared with email marketing’s average response rate of 0.12%.
Using B2B direct marketing channels – tips and tactics to increase the likelihood of ongoing success
A campaign doesn’t stop when the first lot of emails or letters have been sent or the first telephone calls have been completed – that’s when the work begins.
Only 2-4% of your target audience will be ready to buy now
Not every business on the database you purchase will be ready to become your next new customer.
By approaching the same SMEs every month, you’ll capture leads and sales from companies that have just come into the right part of the buying cycle.
In addition, you can use information gathered through direct marketing to build a sales pipeline for the coming 12-24 months.
Responding to enquiries you receive from direct marketing to SME’s
B2B marketing works best when there’s a sales team ready to confidently take over the handling of a future customer, once they become a lead.
Sales you generate from direct cold approach campaigns can often be more profitable than sales you win through your website.
This is because, in many cases, you’re not pitching against your competition and your prospect has often done less research.
Measuring the success of your marketing campaigns to SMEs
Keep a record of all the leads generated from your campaigns.
Within the space of three months, you’ll understand which marketing channel and offer has worked best. You can also review which of your sales team is responsible for closing the most business.
Direct marketing, when done correctly, offers companies a predictable, reliable route to market.
You can use the data from your campaigns to improve return on investment month after month.
Direct marketing to SMEs – get your count and quote
Content marketing and online marketing works, however many sales and marketing teams agree that waiting for leads to come to them can feel a bit passive.
Direct marketing is different. It’s proactive and, through the use of intelligent and persuasive marketing, you can find SMEs at the right part of the buying journey ready to purchase from you straight away.
In addition, for those small businesses not quite ready to buy, you can promote what you sell and your expertise in delivery – and begin to build a relationship with them.
To find out more about marketing to SME’s, please call 0330 010 8300 or you can click here to email our direct marketing team for help.