How Email, LinkedIn, and Phone Calls Go Together
Marketers and sales reps often must face a hard choice when working on outreach efforts: what communication method should I focus on—email, social media, or phone calls? They all provide certain advantages when it comes to getting your message out to your prospects. What we’ve found is that it’s important to craft a strategic cadence that involves all of them. Here’s why.
All hail the unrivaled King of Business Communication Methods. Fully 80% of leads acknowledge that they prefer to be contacted via email for marketing purposes, and 78% of marketers are happy to oblige. It’s easy to understand why: Although sometimes inboxes can fill up fast, prospects can read your email at their leisure. Except for the *ping* of mobile notifications, they don’t have to interrupt anyone’s workflow. You don’t have to fight your way through any gatekeepers to actually send a message, either. It’s thoroughly non-invasive, and non-threatening.
Email also gives you the opportunity to include links to additional information, like demo videos and downloadable white papers, which can help provide prospects with the amount of information they need to make a solid buying decision.
LinkedIn’s InMail messaging system provides many of the same benefits as email, but it also offers some very distinct and powerful advantages. At a minimum, it provides a second angle of visibility in the marketplace. Given the problem of full email inboxes mentioned above, this is tremendously helpful. But where it shines is in the statistics. According to research compiled by Foundationinc.co, InMail was found to have response rates as much as 11 times better than regular email.
Also worth considering, though not directly related to InMail: of LinkedIn’s 500 million users, “61 million… are senior level influencers and 40 million are in decision-making positions.” This could make a huge difference in your outreach efforts, because “Only 1 million users have published an article on LinkedIn,” but “About 45% of LinkedIn article readers are in upper-level positions (managers, VPs, Directors, C-level).”
That should raise your eyebrows. If you aren’t using LinkedIn to get out in front of your competition, you’re missing out on some seriously easy marketing gold.
What about good, old-fashioned cold calling? It’s not just tradition. It’s not just about covering all the bases. Buyers prefer that agents contact them towards the beginning of their decision-making process. By one study, 49% of them have indicated that phone calls are a good way to do it. Very surprisingly, another study revealed that prospects in the 18-34 age group were more likely to consider phone calls the best contact method than any other group: over 20% of them! That group is only getting more influential as time goes on.
Phone calls have a powerful advantage over text-based outreach methods: they convey tone. On the phone, you and your prospect can hear each other’s voices and listen to what is being said, and to what is not being said. This can have a powerful influence on buying decisions when you exude confidence and preparation as a caller. Only an in-person meeting offers more nonverbal advantages than a live phone call.
Boom Demand provides expertise in all three of these contact methods. If you’re looking to boost the power of your demand generation efforts, look no further. Contact us today!