5REASONSW HYONLINEPANELCOMPANIESMUSTLEVERAGE CONTENTMARKETING( ORELSELOSEBUSINESS)-EDITOR’ SCHOICE
5REASONSW HYONLINEPANELCOMPANIESMUSTLEVERAGE CONTENTMARKETING( ORELSELOSEBUSINESS)-EDITOR’ SCHOICE
The biggest problem with online panelbusiness is the entrybarrieristoo low – with justalaptopandafalseclaim that“ wehave2milionpanelsin 24 countries( build in few months!)” any tom, dick and harrycanstartanonlinepanel company.
Butthisstrategy doesn’ twork fortoo long – asseen in the past5 yearsso many people startedonlinepanelcompanies have shuttheirshopsand are now lookingforajob. Evenfor genuine online panel companieswhomayhavesome panelbasetheproblem is‘ how to getbusiness?’– and rightly so – with big companies like Toluna, Research Now, Lightspeed orSSI – whywila clienttakeriskwithyou?
Butthen again the problem is the short-sighted mentality of online panelcompanies – as they falsely believe that somehow‘ by magic’ they wil getbusiness.
TodayIam goingtosharewith you 5 reasons why old sales strategies won’ twork foryou and how only content marketing is the realsolution foryou.
Reason 1: conferences are a wasteofmoney
Iknow some ofyou wilget ofended by this headline – especialy those who organize conferences! Butfirsthearme out – ifyouatendconferences to atain knowledge then you mustatendone – butdoonline panelcompaniesparticipatein conferences to get enriched withinsights? Ofcoursenot!
Ofalthe conferences Ihave atended – I only see sales persons of the online panel companies distributing businesscardsandpleadingfor business – butguesswhat – this strategydoesn’ tworksatal – as potential clients have become smarter and have started avoiding salespeople. Therefore online panel companiesarefacing problem to justify their ROI on conferences.
The inherent problem is the COST – justreadcloselywhatI havetoexplain:
Aconferenceparticipationmay cost you USD 5,000 – USD 20,000 + dependingonthelevel of participation – which includes cost factors like sponsorship, number ofteam members, logistics etc. now atending just1conferencewil not help you make your presence felt – you need to atendatleast6-7conferences inayear – whichwilcostyou USD 30,000 – USD 120,000 +– buteventhenalso thereisno guarantee that you wil get business.
Now theoutcomewhichonline panelcompaniesseek from a conference isVISIBILITY – but spending thatmuchamountis blasphemous!
InInsteadinvestingamuchlower amounton contentmarketing can give you visibility and perception of subject mater expertisethroughouttheyear. If you paste insightful articles thrice a week – it means throughout the week / month / year you are VISIBLE to potentialclients – plus content marketing is completely non-intrusive in nature unlike shoving a businesscard onthefaceofa prospectiveclient.
Butthen mostofthe people reading thisarticlewilthink – huh! Our old strategy has worked forsolong – and Iwil justsay – updateyourresume asyouwilcloseshopsoon!
Reason2: spammingLinkedInis notgoingtohelp
The creators ofLinkedIn may have neverimagined in their wildest dreams that their platform wil be misused rampantly in order to get business. But online panel companies in desperation to get business are spamming LinkedInwithsalesmessages.
JustlookatyourLinkedInfeed andyouwilfindanonlinepanel company puting up spam messages like“ Do you need onlinepanelsinTimbuktu – we