Appointment setting strategies are often favored by businesses that don’t well in making strong first impressions. Or at least, the nature of their products, services, or industry makes it hard for them to attract prospects without putting extra leg work in guiding them to a buying decision.
It might lead you to believe that this sort of process could be the perfect solution to problems with marketing content. After all, your marketing content is really just there to attract calls, inquiries, contact forms, or other meager expressions of prospect interest. Conversion is where it’s at right?
This assumption has a few shortcomings. To name a few, it ignores the potential for content to spark dialogue that could lead to a really strong conversion. It also overestimates the power of tailoring content only to general topics in the hopes of having prospects ask more context-specific questions when they make inquiries.
If you really intend to use an appointment setting process to fix up your marketing content, you need to fix content just a little bit more.
- Your conversations create content, not the other way around – It sounds contradictory to the idea that it’s content that sparks conversation. But in reality, it’s more likely because content is based on a previous conversation. You can’t blog about your experience with Client X if you didn’t actually spend some time with their representatives or personally oversaw your projects with them. Instead of purely relying on appointment setting to answer questions your content hasn’t answered, rely on it to share more of the “inside stuff.” It shows that you’re real. It shows that you’ve got experience. It’s a fine way to establish rapport without expending too much effort getting prospects to believe you.
- General assumptions get smaller in the larger world – Say you want to expand your global brand and wish to target millennial business leaders. Do you start with the standard list of general assumptions about millennials? Guess again. When you’re marketing to a global audience, you need to expect variations of opinions (based on everything from time zones and climate to culture and religion). The same can be said for other marketing strategies. Don’t always rely on general assumptions to guide you on what really connects with an audience.
- Don’t eschew emotions and entertainment – If you think there’s an emotional essence to B2B prospecting, why shouldn’t it reflect in your content? For one thing, it makes you human. Being human is the first step to building rapport in an age of online anonymity, identity theft, and digitally generated fraud. Being relevant to your prospect’s daily problems isn’t the same as being boring about the solution. In fact, they’d be less inclined to take it if it’s not presented in a decent way.
Saying that a thorough appointment setting process can fix your content is like saying frying raw food is the only thing you need to know in order to be a master chef. You’ve got to make these ingredients complement each other instead of just compensate.