Commercial prospecting is essential for a company that wishes to develop its activity. A growth lever and guarantee of survival, no company can do without it.
However, many of them have difficulty attracting new customers. A lot of investment for little return, the profitability of prospecting is not at all there. The most common mistake is going fishing in the wrong lake. If only they could guess where the fish bite the most… hence the idea for this article!
Through these few lines, we will show you how to attract and convert customers using a simple method . Our theme of the day: omnichannel prospecting!
How does omnichannel prospecting work?
When it comes to commerce, whether physical or online , there is always an element that concerns businesses. This is competition which can sometimes be very tough . And when this is the case, it becomes more difficult to obtain the best market share . Thus begins the great race to win prospects and customers. It is becoming imperative for businesses to stand out from the competition. But how can they achieve this? Well, you have to meet prospects and increase your visibility with them. However, you must already determine how you will be able to approach them. This is where the omnichannel prospecting strategy . It allows you to use several prospecting channels at the same time to better reach your prospects. This will even allow you to transmit more qualified leads to your salespeople while saving time.
From another point of view, the rise of digital technology has transformed the behavior of prospects. Now they are hyperconnected and tend to move from one channel to another. This is why you must adapt to this new rhythm. target is . It is no longer a question of choosing between physical or digital , now the best strategy is to combine the two.
Omnichannel prospecting is therefore the best option for contacting your prospects and creating a solid relationship with them. The different channels are complementary, which is why they will allow you to reach your target and convert new customers.
Why establish an omnichannel prospecting strategy?
Time has changed the old methods of prospecting . Now, there are more channels used by prospects. What does this imply ?
Faced with this multiplication , it is no longer profitable to stay on a single channel in the hope of reaching an engaged audience. It has become almost impossible, especially if you want to stand out from your competitors. Even more so if they have already implemented an omnichannel strategy, it is certain that they have a big lead over you. But ultimately, why choose this strategy? What are the advantages of omnichannel sales prospecting ? The answers to these questions can be very broad, but we'll list a few:
- Omnichannel prospecting allows you to adapt your company's practices to those of your prospects. This will allow you to approach them better later.
- It allows you to adapt your prospecting strategy to the behavior of your prospects. We need to understand their needs to better design the approach to use to engage them.
- The omnichannel prospecting strategy allows you to personalize the customer journey. This will allow you to convert your prospects more easily.
- It allows you to deliver the right message to the right people at the right time. It will also help you use the right channel to deliver the right content.
- The omnichannel strategy ensures the optimization of the prospecting process to make it simpler and smoother.
Remember, to win new customers, you must optimize your visibility where your prospects are most present. This is what catching the right fish in the right lake is all about. For this reason, your prospecting strategy must be personalized based on the channels used by your prospects.
What are the preferred prospecting channels?
So you guessed it, it is not necessarily necessary to use all channels . First, you need to identify which ones your prospects are actually on. Then the strategy is to attract to you. Here are some prospecting channels we recommend you try:
1 – The prospecting email
Email must be at the heart of your prospecting strategy . It's a fast, efficient and cost-effective way to contact your prospects.
France alone , around 1.4 billion emails are sent per day in 2022 . In addition, a large number of Internet users use it for professional or commercial . This means that prospecting can help you generate leads and gain customers.
Like any prospecting strategy, emailing requires a certain knowledge and mastery of techniques . That's why we're going to show you how to prospect by email the best way. We have 3 tips to offer you:
- Relevant targeting:
This is the first element that will guarantee the profitability of your emailing campaigns. Targeting with identifying your target. It allows you to define who you are talking to and collect personal data about them. You will then gather this information into your prospect database . You will then have enough data to establish the segmentation for your contact database. This will allow you to send the right message to the right person. The most well-known method for implementing such targeting is the buyer persona or the profile of your ideal customer.
- Behavioral segmentation:
This marketing practice involves studying the behaviors of people who receive your emails. A open rate can indicate that your message is of interest to your recipients. Those who clicked on your CTA may want to know more about what you offer.
This type of analysis will allow you to send a personalized message or a targeted reminder to your prospects. So, segmentation is the path to take to generate more qualified leads.
- An added value :
If people open your emails, they're looking for interest , otherwise they wouldn't. You need to write your email in a way that makes people want to know more. The subject line , content , message and approach you use must be top-notch. It all comes down to the way you communicate. You can use storytelling and copywriting methods for this . But don't use an overly salesy approach. It is best to keep it simple , clear , short and concise . Get straight to the point!
Discover : 5 copywriting techniques to boost the opening rate of your emails →
2 – Prospecting on LinkedIn
LinkedIn, this renowned professional social network For years, this network has brought together a large number of professionals, notably decision-makers and executives looking for new business opportunities . These particular characteristics have made LinkedIn the ideal place for B2B prospecting. But how to gain prospects on this network? Many have tried, but in vain...
Indeed, just like emailing , prospecting on LinkedIn requires mastery of the field. First of all, you have to know and appreciate the network. Then, you must launch a contact search based on your persona . Prospecting on LinkedIn is not difficult at all if you know the following best practices:
- Optimize your LinkedIn profile:
To prospect on this network, start by working on your image. Your profile photo and banner should be neat. Each section of the profile must be complete to attract the attention of visitors. On LinkedIn, everything is at a glance! So if you don't present the best version of yourself, business opportunities It is also necessary to work on your visibility . Post useful content and be active. The video format, for example, interests a lot of people on LinkedIn.
- Identify qualified leads:
Your most qualified leads should match your ideal customer profile. On LinkedIn, you should contact people who share the same interests as you. Contact is very important . Remember to take care of your message when you contact your target. A tiny miscommunication could not only cause you to lose a prospect, but also jeopardize your reputation and credibility . Remember, LinkedIn places a lot of emphasis on recommendations . If you can get some, that would be great!
- Start a conversation with your prospects:
To hope to gain customers on LinkedIn , it is essential to use the right hook . Sending a relevant message cannot be improvised, it requires a strategy . You need to learn how to engage in a conversation with your contact. The objective is to build a relationship of trust with your target and establish your notoriety . This can be done well before sending a contact request . For example, you can react to their posts, comment on them or even share them. This already shows that you are an open-minded who can be an interesting contact for them.
It is when they accept your contact request that you will start the conversation. You need to send them a thank you message , useful content and you can even introduce who you are, what you do and what you can bring to them. But again, try not to use an overly salesy approach . Advance your offer little by little to increase its interest . Then, if he's interested, he'll want to know more, maybe even make an appointment.
3 – SMS and VMS
Even if inbound marketing has revolutionized prospecting methods, outbound marketing is not dead...
As we mentioned at the beginning of this article, these two methods can be complementary in a omnichannel prospecting strategy . Let's discover two variations of outbound marketing that can help you prospect:
- SMS or Short Message System:
Prospecting by SMS is a quick to get in touch with your target . Plus, you don't have to spend a lot of money to get a good return on investment (ROI). A budget of €65 is more than enough to reach 1,000 contacts .
The other benefit of SMS marketing is that it can save you time . Almost everyone uses a cell phone, which makes spreading the message really easy. With an open rate of 97% , it is undoubtedly one of the most interesting channels.
But be careful with Opt-in , it is prohibited to use the telephone number of your prospects for commercial purposes without their consent . Likewise, it is obligatory to mention the name of the advertiser in the message. All these rules are linked to the GDPR , but with our dynamic database of more than 20 million B2B contacts, these rules will be respected, be sure! To find out more, click here →
- VMS or Voice Message Service:
This form of outbound marketing consists of leaving a voice message to a prospect or consumer. The objective is to share information quickly. It's an easy way to talk about your business, products or services. But other marketers also use it to inform the people of their news or their promotions. It is therefore a prospecting lever that should not be neglected.
The biggest advantage of VMS is that it can be transmitted to voice server without the phone ringing. You can be sure that your message reaches its destination. It is therefore an and customizable solution that can greatly contribute to the success of your commercial prospecting . In addition, the VMS is compatible with different phone . This significantly increases the success rate of your campaigns.
THE SMS And VMS are excellent channels for generating quick engagement to your prospects and customers. Magileads gives you access to your prospects' phones without having to worry about regulations regarding data protection personal or sensitive. If you wish get started in omnichannel prospecting, don't wait any longer to meet one of our experts in acquisition And Customer Loyalty. Our team is available if you would like to share your needs and see how our platform works. Book a demo online here →
