Two things happened to me this morning in quick successful that started me thinking. First, I opened my Email account to find one of those Emails from Nigeria (you know the type – I am the long lost son of ----- send me $10,000 and I will deposit $1,000,000 in your account for safe keeping). This was quickly followed by a call from a cold caller asking for the person responsible for health and safety.

How are these events linked? Well both have roughly the same tiny chance of success but at least in the case of the Email the costs to whoever sends such Emails will be relatively low. However, I can only assume the costs of the ‘person responsible for’ call will be significant given the amount of calls required to make a hit.

Surely, in these modern times appropriate use of internet marketing tools and services to deliver a pull marketing approach would be a much better use of resources. Pull marketing may take longer to set up than a telemarketing campaign but the longer terms, consistent, delivery of prospects must far outweigh the results of a smile and dial telemarketing campaign.

Pull marketing brings in prospects who are searching for information (or a solution), who have done some research and, if they reach your website and make contact, have at least a basic interest in what you business may have to offer. At this point they are much more receptive to whatever your business message may be than if they were cold called.

Research shows that 85% of consumers search online for goods or services in their local area. The challenge is to choose the right internet tools and services to deliver your message to that audience for minimum cost. For those with limited funds there is a wealth of marketing education materials online to assist with the do it yourself approach. Alternatively, for a faster more professional approach it may be appropriate to hire in expert marketing support.

Deliver relevant, helpful information to potential customers without being salesy, help them make informed choices, make sure your business can be found online and sales will follow. With a consistent approach to internet marketing a steady stream of new leads can be established. With a pipeline of new leads you can be more choosy about the business you take on and at what price. There is no need to alienate potential customers before you even start with a poor quality telemarketing call.