September 12th, 2012
Some would say financial appointment setting is a result of successful marketing in itself. When you’ve worked hard in identifying (1) a prospect’s money management problems, (2) gaining their interest, (3) nurturing it, and (4) getting them to take action; setting the appointment is simply the final touch.
On further reflection, however, how often do you review the process through which these results came to be? Aside from appointment setting, what are other signs you can look to that indicate success?
This is actually the problem currently faced by online marketing. Many people make the mistake of completely digitizing their tools and only stick closely to things that are happening in the virtual world. This is comparable to the dangers of people spending so much time playing Internet games and are unaware of its effects on their offline life.
Not every ‘Like’ or page view is going to translate into promising financial leads. This is a fact many businesses must face, even those in Internet marketing. You have to stop bemoaning if your online marketing efforts aren’t connecting you with as many clients as you hoped.
Rather, perhaps the reason is that your eyes are only focused on your webpage performance and not the performance of your entire marketing. Ask yourself, what time would you expect a prospect to read your emails or your content? Don’t you think it’s too restrictive to rely solely on the responses and contact forms they send to your company inbox? Why not expand or at least outsource additional channels like telemarketing to help improve your measures?
- You get an additional channel – It allows both you and your market to communicate more. On your end, you can run surveys and similar approaches to see if they’ve really read the material you put on your website. On the market’s end, they have something else they can use to ask questions that they feel aren’t touched upon by your content. Who knows, you may even have prospects that consider it easier talking over the phone rather than going through the trouble of waiting for a text response.
- You verify the value of online results – The value of a view has been greatly diminished even when combined with other actions that could indicate online activity from a prospect. Why not add more to that process by telemarketing a prospect just to be sure? Just as appointment setting services finalize a prospect’s interest, so can a phone call finalize a prospect’s actual identity. At the very least, it can save you the trouble of meeting prospects that end up having multiple online identities.
- You can go beyond the qualified lead – In financial services, you never stop after the sale is made. In fact, the sale is only the start of another business relationship that you need to keep strong. Part of that task requires you to receive feedback outside of what you get in your social media page or email complaints. Electronic surveys via websites can also be too anonymous to completely trust.
Remember, just because some online marketers say they’re the cheaper option, doesn’t mean you’ll get more than what you pay for. The least reputable ones might even give you results that look good at first but are in fact generated with less than ethical methods. Make no mistake, it’s good to lower the costs but just make sure you don’t lower quality along with it. Make sure to consider all your results so that you know you’re successful.