That digital prospecting is defined as a series of marketing and commercial actions conducted through tools available on the Internet to acquire a prospect and convert them into a customer. It offers a completely dematerialized approach to the business relationship, for example thanks to a website, sending email campaigns, social networks, etc.
These practices make it possible to generate leads and conduct inbound marketing (a set of practices consisting in having a content creation strategy with the aim of attracting visitors and then converting them into leads and then into customers). For more information on prospecting, see the LaGrowthMachine guide.
Gone are the days of wasting hours on business trips. Now, with a computer and an internet connection, you can communicate directly with your customer and capture them with just a few clicks!
Digital prospecting is an innovative practice that requires you to respond to prospects very quickly, and when done well, it can be a powerful lever for action that can bring you sales and develop your client portfolio.
The development of digital technology has shattered consumer codes and habits. We can now find anything on the internet and it’s natural for consumers to go there. They inform themselves, read and exchange information on the Internet.
The prospect has become increasingly independent and it becomes difficult to engage with them at the very beginning of their buying cycle. It is therefore necessary to look for it where it is and to develop digital capture strategies to maximize the chances of capturing it as soon as possible.
In addition, given the new context related to the recent health crises and the development of teleworking, it is more complicated to carry out traditional prospecting. Indeed, it is a method that remains costly and time-consuming (especially telephone and physical prospecting) as it mobilizes commercial resources for tasks unrelated to the deal. Traditional commercial prospecting is based on outgoing messages that bring little or no value to prospects, unlike digital prospecting that will accompany them in their reflection phase.
In order to optimize your chances of acquiring new customers, it is first important to define your target type. If you’re looking for companies, here’s a non-exhaustive list of questions and criteria to set before diving headlong into digital prospecting:
- Is there an ideal geographic target area?
- Is there an ideal company size?
- Which industries do I want to reach?
- Is the company active in multiple markets?
- Which interlocutor should I address primarily?
If you don’t conduct an accurate study to identify your ideal customer company, you risk targeting potential customers who are not attractive to your offer, and this wastes your time and resources.
Once you know your goal, you can focus on the actions you need to take to optimize your digital prospecting strategy to convert prospects into customers. Before that, you need to focus on 3 important steps:
- Knowing and knowing how to use digital communication channels to define measures
- Optimize 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. Which tools will you use for which goals and which returns? For example, if you want to generate leads for appointments, we can assume a qualified database. This database can be used for cold mailing and Linkedin campaigns. In this e-mail we can integrate a forwarding to a contact form or a landing page so that interested parties can contact you.
As mentioned above, digital prospecting involves inbound marketing which consists of bringing the client in for both. This strategy will allow you to gradually attract an ever larger audience thanks to your actions on the Internet. You must surely know the saying Rome wasn’t built in a day! And the results won’t necessarily be instantaneous. You have to be patient.
When communicating on the web, it’s important to think about a multi-channel strategy to attract as many qualified prospects as possible. Imagine a tool box that you come in to draw for a specific action.
- your site. It is the #1 tool for your digital prospecting. It must be clear, legible and ergonomic. Also think that it is responsive (that it adapts to the display on mobile). Your website is usually the first thing a potential customer sees when searching the web for information about you, and you don’t usually get a second chance to make a good first impression! Feel free to foster the relationship by creating a landing page, contact form, and CTAs (call to action).
- SEO/SEA, which allows you to rise in the first results when searching the Internet. Few people will click on the second page of google, this is the best place to hide a body. If you’re in the first one, you’re more likely to grab your prospect’s attention. 90% of clicks on Google are on the first page. You can work on this lever by regularly producing quality content on your website, for example through blog articles, case studies or white booklets.
- Social networks (Facebook, Linkedin, Twitter) can also allow you to create a community and increase your reputation. Depending on the goal, this or that social network is more suitable for communicating about it. You can also contact YouTube by creating videos to help the prospect use a product or service, for example.
- Email marketing can also be an interesting tool, but it is first necessary to identify your target and build or acquire a reliable database that you will segment. You can then tailor your approach and speech to your prospects. When composing the email, you need to think carefully about what content you want to emphasize. Feed them high value-added information and personalize your message.
- A CRM is essential as it centralizes your customer and prospect data. You can enrich, qualify and share a contact with your teams. Centralized data also allows you to define actions for specific customer types. Nowadays we can also connect CRMs to marketing or sales automation solutions that facilitate the execution of sales strategies by creating scenarios adapted to each prospect profile throughout the sales cycle.
As you can see, no tool is more important than the other, because each tool brings you different results and complement each other, so that you can ultimately convert a prospect into a customer.
In a context where digital has gained tremendous importance in the customer buying process, it is therefore important to use all available levers to attract a quality audience (especially inbound marketing and lead nurturing). Today’s customer does not want to waste time and the goal is to interact intelligently with them, giving them information quickly while explaining the added value that a product or service can bring them. Limiting yourself to traditional prospecting no longer works and puts a company at risk of drastically losing visibility.
Implementing a digital prospecting strategy is therefore a necessity to ensure business development and attracting new customers through web-related actions. You must ensure that you consistently pursue your targeting and regularly implement measures in order to be able to reap the fruits of the upstream work in the medium and long term.
This article was written by a guest partner as part of a sponsored partnership