Haven't you noticed that currently, prospects are omnipresent on different prospecting channels? Eh yes ! The adoption of a multichannel campaign has therefore become essential for any company wishing to develop its business. The lead generation customer loyalty you have already acquired are the main drivers of the sustainability of your business. To do this, operate on the right channels and implement the right scenarios, these are the keys to the success of your multichannel prospecting.
Why choose a multichannel campaign?
Multichannel prospecting consists of using several channels in order to maintain a good relationship between a company and its prospects who are potential customers. The channels used can be traditional or digital channels. Multichannel is an effective strategy for personalizing and thus improving your customer experience.
A potential customer uses different channels on a daily basis. Multichannel allows your business to effectively adapt to the behaviors and usual gestures of your leads. They will no longer be forced to go through a single channel to connect with your company. As you will be present on all the channels where your prospect is located, he simply needs to choose which channel suits him best to contact you. In other words, multichannel is a wise choice of strategy, because it plays a large part in the satisfaction and also the loyalty of your customers.
Another advantage of multichannel is lead acquisition . As your touchpoints will be numerous, you will have more opportunities to convert these leads into customers and earn more sales. The act of purchasing is more important when you submit your offer to more possible targets.
You can combine traditional channels with digital channels , such as having a website and a physical store at the same time. Depending on your strategy, offer similar offers for each type of channel or specialize one offer for each channel. Also, it is more appropriate to differentiate between prospect campaigns and customer campaigns .
What are the most effective channels?
Email is a very profitable digital channel that is among the most well-known and popular today, particularly in B2B commercial prospecting . All companies inevitably develop a strategy adapted for this channel.
The email campaign generates the cheapest prospecting costs. And not only that! This channel is one of the most responsive and offers unparalleled traceability of each individual in your contact list based on their behavior (number of clicks, downloads, location, etc.).
For greater efficiency, many companies currently use email marketing automation . This allows targeting of “hot” contacts, sending personalized emails free of any mistakes or errors, from a B2B and B2C email database of up to 5 million contacts. As this channel is dedicated to mass use, it is necessary to focus mainly on the quality of the content rather than the quantity to guarantee its effectiveness.
Social networks
Nothing is more practical than prospecting on social networks to generate qualified leads . To illustrate the importance of these social platforms, here are the statistics:
- Approximately 2.060 billion of the 3.025 billion Internet users worldwide are active on social networks, or 28% of the world's population and 68% of Internet users.
- On social networks, Internet users spend 2 hours per day worldwide and 1h30 in France
LinkedIn , Facebook, Twitter... These are all inexhaustible sources that allow you to qualify information about your prospects, engage them and retain them. And again, social networks are excellent ways to develop your online reputation by building your community.
The phone
Many salespeople still turn to this traditional channel. However, it has become less appreciated over time. But prospecting via voice remains a good way to gain high value-added contacts. Combined with emailing, telephone prospecting becomes easier, because you will have already targeted hot prospects.
4 suitable scenarios for your multichannel marketing
1- Case of prospects never contacted
Sending a neutral email whose content is dedicated to the presentation of your company is the most appropriate. If the contact opened the email, you can assign a telephone prospecting campaign on the second day following the opening. On the other hand, if the email has not been read, a new campaign must be undertaken 15 days after the first sending.
2- Case of new contacts
Send them a Welcome email which will also include a presentation of the company and its spokespersons as well as the tools. You will not have any actions to take if the contact opens the email. You must carry out an operation to qualify the contact if they do not open the email.
3- Case of prospects already canvassed, but having never purchased
Your emailing campaign must aim to match offline strategy and online strategy . How ? For example, by communicating a promotional offer, adding to this a proposal for a sales representative to visit the prospect in order to give them additional information on the offer. If the email is opened, carry out an appointment booking campaign after two days. If the email is not opened, relaunch a new campaign in 30 days.
4- Case of visitors without concrete commitment
Consider the case of a prospect who abandoned the webinar registration process. You must send them a follow-up email one week before the event. This will serve as a reminder that they only have 7 days if they wish to register. A limited time offer is a good recovery strategy.
To conclude, multichannel prospecting is undoubtedly one of the best ways to acquire more leads and build a relationship with them. You simply need to adopt the right approach and invest in quality content. Don't forget that your e-reputation also constitutes a pillar of your marketing strategy.
