UNDERSTANDING DIGITAL CUSTOMER ACQUISITION

Digital prospecting is any action taken online to attract new visitors, qualify them and then convert them into customers using digital tools and content. From creating buyer personas to implementing an inbound marketing strategy, this prospecting method is an impressive acquisition and conversion lever: let’s see why and how.

Contents:

Digital prospecting: how to go about it?
Digital prospecting and inbound marketing

1 .Digital prospecting: how to go about it?

Did you know that approximately 89% of B2B buyers conduct research online to learn more about a product or service? In response to the new habits of potential customers, every B2B seller needs to be proactive online to make the first contact in the sales channel as soon as possible and influence the decision process.

A relevant digital presence maximizes the effectiveness of your acquisition efforts, especially by attracting the attention of high-converting decision makers.

How to create a digital strategy for customer acquisition?

The digital world is empowering consumers, but salespeople are also harnessing that power. Increasingly powerful and “smart” prospecting tools are helping salespeople achieve their goals. They take care of tedious tasks and help contact the right prospect at the right time with the right message.

Of course, a good prospecting tool is not everything. It’s how it’s used and integrated into your processes that will unlock its full power. With a sales intelligence solution, for example, you can create and maintain an up-to-date lead file. In order for the information you collect to improve the identification of strategic opportunities, you need to determine what data you are interested in.

To do this, you must first profile your ideal customer to identify indicators of interest for your own digital strategy. With this precise objective, you enrich your knowledge of the customer, you can contextualize your commercial approaches and your arguments gain in depth.

A successful digital prospecting strategy is based on a unified and personalized customer journey. Together with your company’s marketing team, define the touch points of the buying process for each target group, whether online or offline.

A cross-channel sales strategy can smooth the customer journey and increase conversion rates. This customer-centric approach offers a 360° view of the customer journey, using all channels, from requirement creation to post-purchase evaluation.

Effective acquisition through social media

For any business with a consistent strategy and the right message, social media acquisition offers new benefits. Social media allows you to raise your profile, strengthen your brand and, most importantly, connect with potential customers.

LinkedIn, the foundation of professional social media, is a must for BtoB acquisition. By having a regular presence on this platform (sharing or writing articles, relevant comments, invitations to events…), you gain legitimacy. Your network doesn’t perceive you as a salesperson of a specific company, but as an expert consultant in your field. By interacting with other Internet users, you establish a link and can even contact decision-makers directly.

As for so-called “personal” social networks like Instagram and Facebook, they are suited for a less formal, professional approach. Users spend time there to get information, but also to have fun. To engage them and create a close connection, you need to communicate your values, your commitment and what differentiates you from your competitors. This way, you reinforce your sympathy capital and build trust, which will have a positive impact on your prospects’ decision process.

2. Prospecting and inbound digital marketing

The days of mass emails and phone calls are over: to win over your new customers, you need to offer them a personalized customer relationship. In response to this new trend, inbound marketing is a proven technique. This lever is naturally designed to attract qualified prospects, from the discovery phase to the purchase act.

How to attract new customers through inbound marketing?

The golden rule of inbound marketing is to carry out sales and/or marketing actions adapted to each stage of the buying tunnel. Thanks to an adapted content marketing strategy, the prospect will consult your content. Without a direct request from you, they will gradually enter the sales channel.

Below are 4 inbound marketing levers to integrate into your acquisition plan:

The landing page: A landing page is created with the aim of taking the Internet user to the next stage of the tunnel (from visitor to prospect, from prospect to qualified lead…). It asks the visitor to perform a specific action (contact, download), so the call to action is a central element that should not be neglected.

The white paper: a classic in B2B prospecting! In the discovery phase, it serves more to educate, inform and stimulate an idea in the minds of your prospects. In the decision phase, the white paper supports the sales team by substantiating the sales arguments, for example with case studies and customer testimonials. This type of content is also ideal for filling your prospect lists: 76% of prospects say they are willing to give their contact information in exchange for a white paper.
Webinars: An online conference addresses your prospects’ issues and showcases their expertise, while allowing you to reach a large number of qualified prospects. Taking the time to participate in a webinar is a true sign of engagement. To take advantage of this, include a question and answer period. This way, you can further qualify participants and tap into their interests.
The newsletter: with a consistent and regular newsletter, you can build a close relationship with your subscribers while projecting the image of an expert and a consultant. The newsletter is not an email, so avoid using too much professional jargon. To engage your readers, share content related to their buying stage: infographics, videos, customer examples, articles on trends in your market…

From anonymous visitor to ambassador customer, the funnel is characterized by several important steps. Trying to skip a step to shorten the sales cycle would be counterproductive: for your social media presence and inbound marketing strategy to be successful, you need to nurture the potential customer with value-added content (lead nurturing) that matches their current expectations and maturity level.

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