Companies that are large enough to need TEM (telecom expense management) are well aware that they need their phone contracts (and more) managed. The trouble is that as a TEM company, you’re having a hard time convincing those companies that they should outsource that need to a business like yours.
You’d love to work with the truly large companies – a single contract with a Fortune 500 company could pay your entire company’s payroll for the year – but the fact of the matter is, you’ll get most of your business from small to midsized companies.
Problem is, those companies don’t see a reason to hire you. They’d rather sign up for a SaaS product that’s significantly cheaper than your services, and anything the automated TEM product doesn’t do, they’ll unload on their poor IT or Finance team.
So how do you convince a company that doesn’t see why they’d bother with you that you’re the best solution?
It’s not by whipping your sales team if they don’t make enough cold calls.
Know your market – and market to them appropriately.
One of the largest market segments are mid to large companies that are large enough to have departments within their company structure, but not necessarily so large they have an entire department dedicated to managing things like phone contracts and bills.
For many of those companies, they don’t see a reason to do more than assign someone within IT, HR, or Finance to review invoices or contracts as necessary. If they can find and use one of the many SaaS products out there that helps automate this, all the better.
Why pay for an outsourced agency if they don’t have to? All a TEM company does is scan for errors, right? And if that’s all they do – why not just pay the (significantly) cheaper price of the automated SaaS product on a monthly basis?
If your company does more than “just look over the invoices for errors”, you need to find a way to make that clear to the customer.
That’s what content marketing does. It’s not just blogging because it’s what you’re supposed to do now – you’re educating prospects right as they are searching for information.
The people who need your services may not know they need them. Instead, they’ll be using Google to find answers to questions – questions that, if your sales team overheard them at a trade show, they’d know the person asking was a lead.
Those questions are the questions you want to answer with blog posts. Those are the questions that help educate your potential prospects about why they need more than just a software tool, or why it’s not such a good idea to just unload invoice auditing on the finance team.
There’s a practical reason for those blogs about specific questions:
There’s another thing your telecom expense management company will be struggling with: competing SERP placements with the young and hungry SaaS companies.
They dump plenty of money into paid AdWords and how they rank in search – to compete without dumping even more money into paid search yourself, you’ll need to make your organic rankings that much better.
Enter content marketing.
Again, blogs don’t just get thrown on your website because it’s the thing to do.
You strategically and intentionally plan them out, creating clusters of blogs around specific topics, all linking to each other and to a services or packages page within your website. By cross-linking within your own site, search engine(s) will see that those pages are related. The more thoroughly the combination of linked pages cover that specific topic, the higher all pages will rank for their relevant keywords.
And you don’t even have to pay for advertising.
Don’t forget who’s actually researching your business.
Decision makers aren’t just the VPs of their departments anymore.
It’s important to craft your content strategy around the people who are actually going to be searching for that content:
The little guys!
The entry level or middle managers who actually get tasked with researching solutions. You’ll rarely get a CEO, CIO, etc, who’s searching for what you offer, and it’s foolish to think you’ll be able to attract and convert a key decision maker with your first few blogs.
It’s foolish to think a C-suite is going to be swayed by even a year’s worth of blogs. Instead, you’ll sway them through the conversation that happens between the managers underneath them, recommending your services to their bosses.
Instead, focus on providing the necessary information for the underlings of those decision makers to suggest your business as the logical solution for the problem they had to research.
The easier you make it for those people researching problems that you solve to find answers, the more they’ll like your business, trust your business – and want to get to know your business. It also helps them sell their bosses on what you offer. By the time your sales team gets involved, the business is already halfway ready to purchase.
How happy would your sales team be if every lead they received as an MQL was excited to hear from them when they received a qualification call?
That’s what content marketing accomplishes for you.
Content Marketing isn’t just a buzzword – it’s an extremely strategic modern marketing move.
Content marketing is the method your TEM company can use to give itself a competitive edge against those young and hungry SaaS companies edging in on your business.
It lets your prospects learn about you as they research solutions, while simultaneously helping you rank better in both organic and paid search.
Your TEM company can’t stay competitive against the new companies springing up everywhere by doing what it’s always done. You need to adapt and evolve – and fast.