Krista Neher is the CEO of Boot Camp Digital, a six-time bestselling author, international speaker, and recognized leader in digital marketing.
Digital marketing and digital transformation are central topics. More than half of marketing spend (subscription required) is spent on digital, and 91% of companies are involved in some form of digital initiative.
The aim of digitalization is to implement business strategies more efficiently and quickly. However, I believe that in our haste to integrate the latest technologies into our sales and marketing processes, we missed an important step: updating our sales and marketing communications channels.
Cold calling training always attracts visitors, but calls (especially from an unknown number) are almost never answered. Web forms are still used, but most consumers don't know how long it will take for a company to respond.
In addition, consumers are demanding more speed from companies. For ninety percent of consumers, speed is very important when they have a question. In a 2013 study, 93% of consumers said real-time support made their customer journey easier.
However, companies still rely on slow, overly automated channels that were used 20 years ago.
So how can you adapt your communications strategy to meet your audience’s growing digital expectations?
Old means of communication
You're probably using outdated communication tools.
• Web forms. Web forms look great, but they cause two problems. Either the company is very aggressive and automates tracking, or it doesn't track anything at all. Customers are waiting to see what happens.
• Calls. If I'm on a conference call and ask myself, "Who's answering the call from an unknown number?" maybe one or two hands go up out of 100. Most people don't answer the phone, but many sales systems still rely on phone calls.
• Email. Email remains a powerful tool, but the truth is that most consumers miss many marketing messages. Automatically registers AI (artificial intelligence) in mailboxes as advertising or spam.
• Poor automation. There is so much bad automation in emails, phone calls, and social media that the public is becoming immune to it. Most automations are not personalized and do not support the most active buyers. For example, when I recently purchased software, I asked specific questions via email but received general answers that didn't address my concerns.
• Impersonal social networks. Social networks (especially LinkedIn and Instagram) are full of unwanted and impersonal messages. I get about 15 a day that are not personalized and have nothing to do with me. They cause so much confusion that important messages are missed.
The problem with these old methods of communication is that they are the main channels used by companies and promoted by sales and marketing professionals. However, you miss the important point of communicating with prospects in an appropriate and desirable way that cuts through the noise.
New ways of communication
The channels consumers want are fast, convenient, and help customers decide to do business with you. They are discreet and user-initiated.
68% of consumers are more likely to buy from a company that provides the right communication channels.
In my experience, the channels customers want to communicate through are:
• Online Messaging: Messaging is a quick and convenient way to communicate. Customers can receive instant responses and discussions can be emailed and recorded. Don't risk ruining your experience with bots and automation unless you're confident that the tools you're using provide a high-quality experience. Make your sales, marketing, and customer service teams available via chat.
• Planning links. People don't answer the phone, but most salespeople still call (and call and call and call). Instead of making cold calls, allow your prospects or customers to quickly and easily schedule a call with you. People join a scheduled meeting instead of answering an unknown number.
• User-initiated calls: Allow customers or prospects to call you and speak to a human easily. Keep your channels manageable and accessible.
• Text messages or WhatsApp. Text messages are a great way to get a quick response and lead to a phone call. Most people prefer communicating via SMS. The advantage of starting an interaction via SMS is that the customer may agree to a later call and, ideally, will already have you saved as a contact on their phone.
• Social Media: Avoid aggressive social media influences (like LinkedIn, which delivers general but personalized messages). Instead, make your company accessible via all channels and react quickly.
The key to using these (or other) channels is to decide and respond to customers when they want to contact you. Think about how customers perceive your reach and focus on their needs, not their own.
How to improve communication
Please note that this is not just about the channel. It also depends on how you use it. Using marketing channels responsibly isn't about overloading your audience with messages they don't need, but rather using the channels specifically to improve their experience.
• Strategy: Develop a strategy to improve sales and marketing communications. Define your goals and indicators.
• Customer Journey: Evaluate the customer journey and touchpoints. Put the customer at the center of your communication strategy. Consider using what works best for them rather than the most aggressive sales and marketing tactics.
• Rethink touchpoints. Reinvent touchpoints throughout the customer journey with modern, consumer-centric communications.
Final thoughts
Communication channels and styles are evolving rapidly. To keep your sales and marketing relevant, you need to meet your customers where they are. Evaluate how you can communicate more effectively with your customers to provide the best experience.
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