Campaign Idea
Let's imagine that you want to increase your sales and you have a database of potential customers to work from. The classical offline approach would be to construct a letter, perhaps a brochure keyed in with a compelling offer and followed up with telemarketing. Statistical evidence tends to support a return rate from a mail out of between 0.5% to 2%. This can be further augmented by a successful telemarketing campaign raising the figures to between 8% and 10%. This means that on average 90% of the contacts which are made during a conventional campaign contribute to cost and not profit. The natural consequence of which is that the cost of acquiring a customer is 10 times what it could be. Therefore, any reduction in this overhead increases the campaign's profitability.
Here's how your website can help. If we add a third stage just after sending the mail out but before a telephone call then we can dramatically increase the return rate. This third stage is to create a Landing Page on your web site. Once your prospect receives the letter they are invited to type in a web address which will direct them to the Landing Page. (You can even personalise these URLs with your prospects name, for example, www.yourwebsite.co.uk/anofferforjohn.) Once your prospect is looking at the Landing Page you are then in an ideal position to offer them something for free. (Giveaways are one of the single most effective mechanisms for generating inquiries from your web site. For example, if you are a company of solicitors why not give away some free advice on resolving disputes, conveyancing or employment law. If you sell a product write an article which helps people get the best out of the product or keep it in top condition.)
Before your prospects are able to download your giveaway they will have to part with their name and e-mail address. This then means that when the prospect is called the opening question is not a classic 'sales opening' but rather "did you enjoy the article?". This then fundamentally shifts the nature of the telemarketing call. Your prospect will not be defensive about taking the call from you because they will be see it as a follow-up courtesy call. Your company is now seen as helpful and fulfilling a need rather than an interruption to the day.
This method has been widely tested across many marketplaces and found to significantly increase conversion rates. There is much more subtlety to be applied to this idea which space doesn't permit here. However, this is one of the many subjects we tackle in-depth on our FREE Perpetual Profits Marketing program.
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