Avant un achat d’un produit ou d’un service, tu as certiinement déjà dû avoir le réflexe d’effectuer une recherche au préalable sur internet pour comparer ou te renseigner dans le but d’avoir le maximum d’alformations possible avant d ‘ buy. Well you are not the only one because today more than 80% of people search the web before making a purchase. It is therefore essential to use digital prospecting to acquire new customers. We will see together how to configure it and with which tools to make it as efficient as possible!
The digital prospecting it is defined as a set of marketing and commercial actions carried out through tools available on the Internet with the aim of attracting a prospect and transforming him into a customer. It offers a totally dematerialized approach to the commercial relationship thanks, for example, to a website, to the sending of emailing campaigns, social networks, etc.
These practices allow you to generate leads and do inbound marketing (a set of practices that consist of having a content creation strategy with the aim of attracting visitors and then converting them into leads and then into customers). More information on sales prospecting can be found in the LaGrowthMachine guide.
Gone are the days of wasting hours on a business trip. Now, with a computer and an internet connection, you can communicate directly with your customer and capture them in just a few clicks!
Digital prospecting is an innovative practice where you have to be very responsive to potential customers and, if done well, it can be a powerful lever of action that can bring you revenue and develop your customer portfolio.
The development of digital technology has shaken consumer codes and habits. Now we can find everything on the web and it is quite natural for consumers to turn to this. They receive information, read and exchange on the Internet.
The prospect has become more and more independent and it becomes difficult to get in touch with him at the very beginning of his buying cycle. It is therefore necessary to look for it where it is and put digital capture strategies in place to maximize the chances of capturing it as quickly as possible.
Furthermore, with the new context linked to the recent health crises and the development of teleworking, it is more complicated to carry out traditional prospecting. It is in fact a method that remains expensive and time-consuming (telephony and physical prospecting in particular) because it mobilizes commercial resources on tasks that are not related to closure. Traditional commercial prospecting is based on outgoing messages that bring little or no added value to potential customers, unlike digital prospecting, which will accompany them in their reflection phase.
To optimize your chances of acquiring new customers, it is essential to first define your type of target. If you’re looking to target businesses, here’s a non-exhaustive list of questions and criteria you should determine before diving headlong into digital prospecting:
- Is there an ideal geographic area to turn to?
- Is there an ideal company size?
- Which sectors do I want to reach?
- Is the company active in multiple markets?
- Who is the interlocutor I should contact as a priority?
If you do not do a precise study to identify your ideal client company, you risk targeting potential customers who will not be attracted to what you offer and this will waste time and resources.
Once you know your target audience, you will be able to focus on the actions you need to take to optimize your digital prospecting strategy and thus convert prospects into customers. First of all, you need to focus on 3 key steps:
- Knowing and knowing how to use digital communication channels to define actions
- Optimize the user experience to maximize lead conversion rates
- Implement a lead management strategy when a prospect contacts you
You have to imagine that your digital prospecting works like a machine. What tools will you use for which objectives and which returns? For example, if you want to generate leads for appointments, we can start with a qualified database. This database can be used for cold mailing and Linkedin campaigns. In this email, we can integrate a redirect to a contact form or landing page so that interested potential customers can contact you.
As mentioned above, digital prospecting involves inbound marketing, which is all about attracting the customer either way. This strategy will allow you to gradually capture an increasingly large audience thanks to your actions on the web. You must definitely know the adage Rome was not built in a day! And the results won’t necessarily be immediate. You have to be patient.
When communicating on the web it is essential to think of a multi-channel strategy in order to capture as many qualified prospects as possible. Imagine a toolbox where you will come to draw for a specific action.
- Your website. It’s the # 1 tool for your digital prospecting. It must be clear, legible and ergonomic. Also think that it is responsive (which adapts to the display on mobile). The website is usually the first thing a prospect will see when looking for information about you on the web, and you usually don’t get a second chance to make a good first impression! Do not hesitate to promote the relationship by creating a landing page, a contact form and CTA (call to action).
- SEO / SEA that will allow you to rise in the first results when searching on the internet. Few people will click on Google’s second page, it’s the best place to hide a body. If you are among the first, it is more likely to grab the attention of your potential customers. 90% of clicks on Google are on the first page. You can work on this leverage by regularly producing quality content on your website through blog articles, case studies, or white brochures, for example.
- Social networks (Facebook, Linkedin, Twitter) can also allow you to create a community and increase your reputation. Depending on your target, this or that social network will be more suitable to communicate about it. You can also turn to Youtube by making videos to guide the prospect on the use of a product or service for example.
- Email marketing can be an interesting tool too, but first you need to identify your target audience and build or acquire a reliable database that you will segment. You can then tailor your approach and speech to your potential customers. When creating the email, you need to think carefully about the content you want to highlight. Provide them with high value-added information and personalize your message.
- Having a CRM is essential because it will centralize the data of your customers and prospects. You can enrich a contact, qualify it and share it with your teams. Having centralized data will also allow you to define actions on specific types of customers. Today we can also link CRMs with marketing or sales automation solutions that will facilitate the implementation of sales prospecting strategies by creating scenarios adapted to each prospect profile throughout the sales cycle.
As you can see, there is no one tool more important than the other because each tool will bring you different results and complement each other so that you can turn a prospect into a customer.
In a context where digital has taken on enormous importance in the customer buying process, it is therefore important to use all available levers to capture a quality audience (inbound marketing and lead nurturing in particular). Today’s customer does not want to waste time and the goal is to interact with him in an intelligent way by quickly providing him with information and explaining the added value that a product or service can bring him. Limiting yourself to traditional prospecting no longer works and puts a company at risk of drastically losing visibility.
The implementation of a digital prospecting strategy is therefore a necessity to ensure business development and the acquisition of new customers through web-related actions. You have to be careful to be rigorous about your targeting and to take actions regularly in order to reap the rewards of the work done upstream in the medium and long term.
This article was written by a guest partner as part of a sponsored partnership