In order to truly adapt to a world that is rapidly being changed by newer and newer forms of communication, it’s best to use as many as you can. While they say that a jack-of-all-trades is a master of none, it doesn’t eliminate the reasons for why businesses must use various forms of communication. Such reasons include:

  • Diversity of Prospects – Some products have a market that tends to resemble a spectrum. For example, many people define accounting software to varying degrees. Some who see it only from a consumer perspective don’t expect an application that’s very high-end. Personal accounting software exists for this type of market but that doesn’t stop vendors from targeting them. Meanwhile, it’s not much of a stretch for these same companies to develop larger and more advanced B2B versions.
  • Diversity of Communication Preferences – As you’re well aware, both B2B and B2C tend to have very contrasting approaches to communicating with their market. B2B alone comprises of decision makers who use multiple channels as well.
  • Need for High Response-Rate – By response rate, this isn’t just about the rate that prospects respond to outbound marketing attempts. It also about how quick you are in making your own response. Sticking to one channel might pose as a hindrance when your prospect is not always available through a single, particular channel.

Going back to the example of accounting software, the diversity of both and prospects and their communication preferences is an automatic indicator that you need to employ multiple channels. This is only compounded by the urgency of responding quickly to their inquiries.

To illustrate, suppose you stuck to only using only website marketing and receive inquiries only through email. Now out of all those who stumble upon your website, what if a certain portion doesn’t like contacting you through email? What if they’d rather just talk through the phone? So instead of receiving the full load of prospects that your website could’ve generated, you only get those who are willing to make email-based inquiries. Obviously, that’s a big waste (especially when competition is high and software lead generation is arduous enough as it is).Telemarketing Company

Regardless, it’s not like you can discard the importance of mastery and expertise when it comes to a particular channel. You might be able to invest money in addressing their common requirements (e.g. a contact database) but once you start getting into the specifics of each one, costs start climbing up. How do you solve this?

One strategy is to perhaps stick to one channel first and outsource the others until you’re ready to have them in-house as well. You can start with website marketing but in case you want to receive phone inquiries, outsource a telemarketing company. If you want to engage your prospect through social media, outsource to social media marketers until your business can develop its own team. You don’t necessarily have to master everything all in one go. You simply need to make these channels available, even if it’s just through a third party. You will need it if there’s such a wide diversity of prospects in your market!