Have you defined your target before prospecting? Do you know it in all its aspects? Do you have a prospecting plan? And if not, how do you plan to contact your prospects? If these questions interest you, you are on the right page.
Every company should have defined one or more personas before prospecting. This will allow you to develop an prospecting strategy . But just knowing your target buyers won't help you turn them into customers. You need to get in touch with them. But how to do it ? By what means ? Which prospecting channels should you choose to get the best results ? We tell you everything in this article.
How to choose your prospecting channels?
First of all, you need to know that there are no “good” prospecting channels per se. These are the channels that you choose based on your target , your persona and your budget that are the best. So, before thinking about prospecting , make sure you have these three elements as a priority.
If you have defined your persona , you should have relevant information about your prospects . You know their habits , their interactions , their values , their tastes, and many other details. But it's especially important to know where you can find them . This way, you will know on which channels your prospects are most active and on which they would be willing to listen to you. If you want to have a better chance of converting them, you need to go where they are .
For example, if your target is not on Facebook, it would be pointless to advertise there. But if it's an entrepreneur who regularly monitors their inbox, it would be wiser to include them in the contact list of your email campaign.
What are the main prospecting channels?
two main approaches to prospecting . Either you attract your prospects to you, or you go looking for them. In the first case, we talk about inbound marketing . In the second case, we talk about outbound marketing . different concepts , but can be complementary . Your customer acquisition strategy can be better by combining the two. It is essential to understand these different methodologies to define which are the most appropriate prospecting channels
Currently, there are many channels for prospecting that it is sometimes difficult to choose . With the evolution of the web in recent years, prospecting methods have also evolved. Now it's easier to get lead information There are websites , social networks , professional events , etc. But make sure you choose your channels based on your persona. Also, you should know that there are two main types of prospecting channels.
1 – Physical channels
These are the communication that allow you to get in direct contact with your prospects. They can come spontaneously when they are looking for information or solutions . We can take into account prospecting missions carried out by a company's salespeople with other companies. In this context, the salesperson goes directly to the prospect. He will therefore have used a physical channel.
Some examples : field prospecting (door-to-door), trade shows or business events.
2 – Digital channels
Digital channels refer to the different digital communication channels . In other words, these are the online communication solutions that businesses can use to connect with their prospects and customers . Although these channels are varied, it is not necessarily necessary to use them all to have a strategy that works.
Some examples: emailing, social networks, podcasting, speaking, chatbot, blogging, etc.
Multichannel prospecting: 2 premium channels!
Today, the single-channel prospecting is outdated. The evolution of digital technology is constantly changing the behavior of prospects . They now tend to navigate between multiple channels simultaneously. So it's your turn to adapt to this new rhythm . It's no longer about choosing between physical or digital channels, you need to combine the two to get the best strategy .
In addition, your company may have one or more buyer personas depending on the different target segments. This means your prospects may be on different channels . So we have to go where they are. You need to connect with them, engage and then convert . You need to approach them on the platforms where they are most active. This will increase your chances of conversion . This is why it is preferable to launch a multi-channel prospecting .
Here are two channels to prioritize for your multichannel prospecting strategy .
1 – Emailing
We must not believe that the email marketing is no longer effective. It’s still one of the best converting channels. According to studies it is said that every euro spent on an email campaign reports approximately 34€. It's interesting for a return on investment.
To ensure good results , you must have a base of quality emails and generate more qualified leads . You also need to make sure you're sharing relevant content that perfectly addresses your prospects' real problems When you send a prospecting email , you are mainly looking to convince . This is why it is essential to master emailing practices performance . If you encounter any blockages, our experts can help you.
2 – Telephone prospecting
Phoning or telephone prospecting refers to direct marketing out by telephone . It’s also an effective way to acquire new customers, especially when applied to qualified prospects . For many sales representatives around the world, phoning is the preferred sales channel. The proof is that 92% of interactions with a prospect are still done by telephone. We can say that phoning remains a safe bet for sales professionals.
But time evolves and with it the emergence of new technologies. Prospects’ practices and habits are not static either. Now, if your prospecting strategy is based on only one channel, you risk missing out on many opportunities. opportunities. The ideal would therefore be to move on to multichannel prospecting.
