The world of telemarketing and the world of online marketing are two large monoliths in the marketing world. They represent two ways of reaching customers or potential customers. Let’s compare and contrast these two sales prospecting techniques with an eye to getting a better understanding of them. This can help a business to know which approach may be right for them in a marketing sense.
Telemarketing leads are basically leads that are either generated by or for telemarketing. These leads or prospects may be generated by what is known as cold calling – calling customers for the first time without any knowledge of whether they have an interest in the product. Alternatively they may be generated in some other way, for instance by purchasing them from a lead provider. These companies use demographics and other techniques to try to provide targeted leads to firms using telemarketing (and other direct sales techniques). These leads are then used by the firm in their telemarketing efforts.
Leads generated by and for telemarketing can vary in effectiveness. The up side of this type of prospecting is the fact that the contact is very direct and immediate. The sales person is able to interact with the prospect directly and to gauge their interests and needs as a potential customer. The disadvantage here tends to be the fact that many people hang up on telemarketers or see them as a nuisance.
Online Lead Generation
Online lead generation uses the power of the internet to generate sales prospects. This can happen in a variety of ways. Usually a company will have a website through which direct sales can take place and direct customers to it in various ways. The website may also have opt in pages in which customers can enter their information and be put on email lists. Often such techniques as search engine optimization, social media pages, or pop up ads are used to bring customers in initially. Once the leads are obtained they are used either for direct sales methods like telemarketing, or, as noted above, the hope is that direct sales will occur through the website.
The advantages of this type of marketing are that not as much effort needs to be put into the actual securing of the leads themselves. Often the entire process can happen more or less spontaneously. Money can also be saved in that the company doesn’t have to purchase leads from a lead provider. There are however, the costs of web design, site maintenance, search optimization, and so forth to be factored in. Generating leads online also lacks the advantages of direct real time communication with customers, at least initially. Depending on the type of product or service and the way telemarketing is conducted, an individual may be more or less likely to respond to online marketing then telemarketing.
There is no general rule here as to which marketing type will work better for your business. Both techniques can work well, but it is up to your company to integrate them successfully into a sales plan, continue to monitor their effectiveness, and keep ROI in line.