Hunt AND Be HuntedA New Marketing Mindset

Cold Calling Is Dead!

For many years we in business have sharpened our skills and tactics for going out and

finding customers. We work hard to impress them (embed our brand) so when they are

ready to buy, they remember us and purchase our product or service. Most of us are

pretty good at HUNTING for customers. But by the time we pay the gatekeepers (the

Media Barons who control access to the highly sought eyeballs) and all of the costs to

distribute materials, we end up investing a lot of dollars in the name of marketing. In a

“Mass Media Market” that’s the best we have available to us. We SPEND, HUNT and

HOPE (they remember us when it comes time to buy). No wonder the Finance guys hate

marketing!

Things have changed in the past 2 years. So much so, those same Finance guys are

going to love the new marketer. Web 2.0 has combined with SEO (Search Engine

Optimization) and PPC (Pay Per Click Advertising) tactics to create a whole new

marketing mindset. A new context if you will. Today, when a customer wants to buy, are

they just as likely to Google words and phrases that suit what they are looking for? Are

they open to suggestions from Social media sites and recommendations from their

peers? In most cases they will find what they are looking for on the first page of the

search results, or at least have their short list? How easily can you BE FOUND when your

prospects are looking to buy? Are you making extra effort to BE HUNTED online? Have

you adjusted your marketing thinking to suit the market? the millions of INDIVIDUALS

who are online.

We SPEND, HUNT and HOPE”“

We have also seen a rapid decline in response to telemarketing - no matter the tactics

used. It seems that we used to accept some cold calls just in case we might need that

service or product in the foreseeable future. We would take the call, ask questions,

understand the key issues and file the information away so we could lay our hands on it

when we need it. In 2007 Marketing Sherpa published a study that revealed that 83% of

business purchases were found online. Not all purchased online, but sourced and

researched. So now we know that whatever we want we can Google it and find

everything we need to know quickly and relatively painlessly. There is no need to

entertain cold calls that have nothing to do with the priorities that dominate us today. So

cold calling dies. The only thing that kept it alive was it always produced just enough to

justify the investment. Not any more.

It is far less expensive to set our products and services up to be easily found when our

prospects are searching for them. But we have to make the mental shift from marketing

in a mass media world and mastering our HUNTING skills, to interacting with millions of

individuals and learning to BE HUNTED. Learning to make ourselves easy to be found.

And make no mistake - it is a completely different context.

83% of business purchases were

found online ”

“

As consumers change their habits, we have to adjust our efforts to reach them

effectively. There’s a great example of context shaping actions - from a mass marketing

world that is exactly what we would do - REACH OUR CUSTOMER EFFECTIVELY. In this

Internet based world, we want to listen, engage and have a conversation with people

who are interested in what we produce. new context allows for new actions. New actions

have the possibility of new results. And the early indications are impressive. We are

working smarter instead of harder and producing unprecedented results using:

An eMarketing Planning Process Competitive Online Research

In-depth Site Analysis / Audit Pay Per Click Campaign Management

Search Engine Optimization Link Building & Exchanges

Blog Marketing Content Writing

Social Media Marketing Code Restructuring

Titles/Descriptions/Tags Bots / Texts / Sitemaps

Submissions E-Mail Marketing Campaigns

eReporting And More...

It’s our job to stay on top of industry trends, technological advancements and current

search engine metrics enabling the contents of your website to be visible to the world.

The BFOUND Program takes SEO/PPC and Social Media to new levels of performance.

www.e10egency.com