It's not a new phenomenon that both sales and marketing work hand in hand. However, current communication methods that combine the two are proving to be less effective in reaching the desired audience. Older communication strategies, such as excessive web form usage, phone calls, and non-personalized messaging, are becoming less and less successful in generating conversions. New communication methods, as discussed in this blog, have proven to enhance the effectiveness of both sales and marketing functions in driving company success.
So, what communication strategies should you avoid in 2023/2024?
Unplanned Phone Calls: Consider the number of phone calls we all ignore from unsaved numbers. Nine times out of ten, we ignore these calls, highlighting that this approach may be a waste of time for acquiring sales. While this strategy is still relevant in certain industries, companies should consider incorporating other methods alongside telesales in their future communication strategies.
Web Forms: When overused or not effectively managed, web forms can hinder both the organization and the consumer. If companies demand too much information through a web form, users are less likely to complete it, and they may even discontinue doing business with you. On the other hand, inquiries from web forms need to be managed promptly; otherwise, customers are left waiting with no communication.
Un-personalised Communication: Particularly on social media messaging platforms like LinkedIn, messages need to address the reader directly. Otherwise, they come across as spam, leading to significantly lower open rates and actions taken.
What Communication Strategies Should You Use as an Alternative?
Scheduling Calls: Engaging with your audience and giving them the option to interact with you on their terms increases the likelihood of them using your service and being open to a conversation.
Online Messaging: Once again, this provides recipients with the option to engage in a conversation with you without feeling forced. This method of communication fosters a strong connection between the seller and the recipient, as it's highly personal. Although it requires more monitoring from the sender to ensure timely responses, it's proving to be an increasingly popular sales and marketing channel.
Engaging Social Media Strategy: Instead of bombarding your audience with intense social media campaigns, focus on designing an engaging social media strategy that piques their interest. This encourages viewers to come to you, creating warm leads and making it more likely for them to want to use your services or make a purchase.
To Conclude...
In the evolving landscape of successful communication strategies, it's imperative to steer clear of outdated and potentially counterproductive approaches. Unplanned phone calls, often met with reluctance by recipients, may no longer be the most effective way to acquire sales. While they still have a place, diversifying communication methods alongside telesales is advisable. Overuse or mismanagement of web forms can hinder both organizations and consumers, as excessive information demands may deter users. Additionally, communication without a degree of personalisation, especially in social media messaging, risks alienating audiences. Instead, embrace alternatives such as scheduled calls, online messaging, and an engaging social media strategy that respects user preferences and fosters genuine connections. This shift is vital for successful communication in the coming years.
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