Cold calling in digital marketing: a modern approach to telephone prospecting

by our Digital Marketing Agency Optimize 360

Cold calling is the practice of contacting prospective customers without prior appointment.

This is an initial telephone contact designed to assess the prospect's interest in the products or services on offer and to find out their needs before qualifying them as a lead potential. Cold calling is often associated with telephone direct marketing with the aim of generate leads.

The origins of cold calling

Generally speaking, cold calling originated in the first direct marketing campaigns after the advent of the telephone. Companies quickly realised the value of this tool for contacting potential customers and presenting their offers. As a result, many companies have been using cold calling for their sales campaigns for several decades now.

A traditional means of prospecting...

In its classic form, cold calling can be seen as a means of prospecting rather intrusive, since it implies that the person contacted has not asked to be contacted. Nevertheless, this method has proved its effectiveness over the years and is still widely used today by entrepreneurs and salespeople looking to develop their business.

... adapted to the world of digital marketing

Today, cold calling has evolved to adapt to the codes of digital marketing and better meet the expectations of prospective customers. Depending on the specifics of the company and the target audience (B2C or B2B), various approaches are being put in place to improve the success rate of prospecting operations.

The main advantages of cold calling in digital marketing

1. Precise targeting: Thanks to the data available on the Internet, it is easier to target prospects who are likely to be interested in the offer being made. Companies can therefore select a list of quality contacts and optimise their response rate. conversion.
2. Speed : the telephone allows you to reach a large number of people in a short space of time, speeding up commercial processes and promoting business growth.
3. Customisation : As each prospect is contacted directly, it is possible to personalise the message according to their needs and expectations in order to obtain greater commitment from them.
4. Interactivity : telephone communication gives you the opportunity to talk directly to your caller, to ask questions and, above all, to receive any objections or requests for further information instantly. This makes it easier to manage and follow up calls.

Why is cold calling still used despite new technology?

Numerous technologies have emerged in recent years to make digital marketing campaigns more effective. These include retargeting online advertising or automatic emailing. However, cold calling is still used because :

• Some people will never be interested in online advertising or using social networks, so it's important to diversify your prospecting methods.
• It's a simple and cost-effective way: unlike some more expensive technologies (such as advertising on social networks), the telephone allows you to talk directly to a prospect without having to spend a large budget.
• Human contact is still essential: even if new technologies offer many advantages (automation of processes, optimisation of investments, etc.), the relationship remains a key element in any sales strategy. Cold calling offers this possibility by putting two people in touch with each other as soon as the first contact is made.

A few best practices for successful cold calling in digital marketing

To give yourself the best chance of success when cold calling, here are a few tips to follow:

• Prepare well in advance: target prospects according to relevant criteria (business sector, geographical location, etc.), prepare an effective call script and adapt it to the specific characteristics of each caller.
• Learn about telephone sales: Certain techniques and tips can help you to manage outgoing calls in the best possible way. Don't hesitate to follow training or self-training to improve your skills in this area.
• Use high-performance tools: use a CRM (Customer Relationship Management) to make it easier to manage contacts, track calls and measure their effectiveness.
• Be resilient: One of the main difficulties of cold calling is dealing with refusals. You mustn't be discouraged when faced with a reluctant prospect, but rather try to understand their objections so that you can respond constructively.

In short, even if its image can be negative, cold calling remains an effective method for developing your business.

Advances in digital marketing mean that this practice can be optimised and adapted to the specific needs of each company. With the right targeting, a personalised approach and good management of outbound calls, this sales technique still has a bright future ahead of it.