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IT Marketing | June 6, 2017

It Takes an Orator Like Daniel Webster to Close Cold Call IT Marketing Leads

IT marketingIt’s possible for IT marketing to benefit from a fictional story called “The Devil and Daniel Webster” by Stephen Vincent Benet. The fictional story used real-life attorney and orator Daniel Webster to defend a farmer who sold his soul to the devil. It’s the story of how the devil refuses to compromise after the farmer has been granted a three-year extension to a seven-year deal that involved prosperity in exchange for the farmer’s soul. Here’s how this story can help you close marketing deals:

Daniel Webster vs. Marketing

The key to Webster winning a victory for his client was his speaking eloquence, not so much the facts of the case. He explained how people were bamboozled through history in their quest for freedom, which resonated with the jury. The real moral of the story is that it’s not always what you say, but how you say it that gets results. Yet, another undertone of the story is that most people aren’t as magical of an orator as Daniel Webster.

For MSPs that work on converting telemarketing leads, they may feel they must beat the devil at his own game. They may fall into the trap of saying whatever it takes to close a deal without regard to the cold caller’s interests. But if this is the way they gauge success, then they are bound to lose their souls unless they possess oratory skills of Daniel Webster.

A more encouraging and trust-building framework for converting leads is to focus on Internet leads delivered through search engines. People who find your website through search engines give your business a high trust factor, which leads to a high conversion rate.

How MSPs Can Accelerate Leads

Using SEO techniques embedded in web content is the foundation for converting online leads. You must first design sales funnel that leads to call-to-action (CTA) links or buttons that point to sign-up pages, a form for scheduling an appointment or a basic contact page. The path toward these landing pages can present a wide variety of valuable information that keeps people coming back for updates.

Interactive blogs that showcase expertise and personality can drive new leads to a website. The blog must answer people’s questions about problems and provide inspiration for further inquiry. Sharing blogs through social media, interviewing other bloggers or being a guest blogger are some of the strategies to increasing exposure. The more search engines see positive reviews from your blog, the more they may favor it in search results, especially for niche topics.

While cold calling of last century relied on rhetoric, modern IT marketing is about creating content that your target market is already seeking, making your job at convincing them much easier.

Steps to Convert Online Leads

1. Create a website with a blog series
2. Make sure your blog is original and addresses relevant issues
3. Gain the attention of search engines and followers as a thought leader
4. Create as many quality web pages as possible
5. Provide links in blogs to product/service landing pages
6. Use PPC campaigns to accelerate leads

About our Contributor

MSP BusinessRobert Naragon is the Founder and President of ITQue, Inc. (pronounced “i-teek”), a Managed IT Services based in San Jose and Campbell that provides IT Support in San Jose. ITQue provides a wide range of IT services to San Jose-based companies. And ITQue provides managed services to help San Jose small and mid-sized businesses increase productivity and profitability with customized, flexible hybrid cloud and IT outsourcing solutions in San Jose. Prior to ITQue, he was the Founder and President of VistanetIT, Inc., also based in Campbell, an IT Outsourcing Provider to small and medium-sized businesses in San Jose.

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