Sales prospecting is essential for any company that wants to grow its business. A lever for growth and a guarantee of survival, no company can afford to ignore it.
Yet, many of them struggle to acquire new clients. A lot of investment for little return; the profitability of prospecting is simply not there. The most common mistake is fishing in the wrong lake. If only they could guess where the fish are biting the most… hence the idea for this article!
In these few lines, we'll show you how to attract and convert customers using a simple method . Our topic today: omnichannel prospecting!
How does omnichannel prospecting work?
In the world of commerce, whether physical or online , there's always one element that concerns businesses: competition, which can sometimes be fierce . And when that's the case, gaining a significant market share . Thus begins the great race to win over prospects and customers. It becomes imperative for businesses to stand out from the competition. But how can they achieve this? Well, they need to reach out to prospects and increase their visibility . However, they must first determine which channels they will use to approach them. This is where omnichannel prospecting . It allows you to use multiple prospecting channels simultaneously to better reach your prospects. This will even allow you to pass on more qualified leads to your sales team while saving time.
From another perspective, the rise of digital technology has transformed the behavior of potential customers. They are now hyper-connected target audience is . It's no longer a question of choosing between physical and digital ; now the best strategy is to combine both.
Omnichannel prospecting is therefore the best option for contacting your prospects and building a strong relationship with them. The different channels are complementary, which is why they will allow you to reach your target audience and convert new customers.
Why establish an omnichannel prospecting strategy?
Time has changed old prospecting methods . Now, prospects use more channels. What does this mean?
Faced with this proliferation of channels , it's no longer profitable to rely on a single channel to reach an engaged audience. It's become almost impossible, especially if you want to stand out from your competitors. Even more so if they've already implemented an omnichannel strategy; they certainly have a significant head start . But ultimately, why choose this strategy? What are the 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 enable you to better approach them later on.
- It allows you to adapt your prospecting strategy to the behavior of your prospects. You need to understand their needs to better design the approach to use to engage them.
- An omnichannel prospecting strategy allows you to personalize the customer journey, making it easier to convert prospects.
- 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 distribute 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 need to optimize your visibility where your prospects are most present. That's what it means to catch the right fish in the right lake. For this reason, your prospecting strategy must be personalized according to the channels used by your prospects.
Which prospecting channels should be prioritized?
As you might have guessed, it's not necessarily required to use every channel . First, you need to identify the channels where your prospects are actually located. Then, the strategy is to attract to you. Here are a few prospecting channels we recommend you try:
1 – The prospecting email
Email should be at the heart of your prospecting strategy , and cost-effective way to contact your prospects.
France alone , approximately 1.4 billion emails were sent daily in 2022. Furthermore, a large number of internet users employ them for professional or commercial . This means that marketing can help you generate leads and acquire customers.
Like any prospecting strategy, email marketing requires a certain knowledge and mastery of techniques . That's why we're going to show you how to prospect by email in the best way. We have three tips to offer:
- Relevant targeting:
This is the first element that will guarantee the profitability of your email campaigns. Targeting begins with identifying your target audience. This allows you to define who you are addressing and to collect personal data about them. You will then gather this information in 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 best-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 behavior 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 learn more about what you offer.
This type of analysis will allow you to send a personalized message or targeted follow-up to your prospects. Therefore, segmentation is the path to take to generate more qualified leads.
- Added value:
If people open your emails, it's because they're looking for something of interest ; otherwise, they wouldn't. You need to write your emails in a way that makes people want to learn more. The subject line , the content , the message , and approach all be top-notch. It all comes down to how you communicate. You can use storytelling and copywriting techniques for this. But don't use an overly salesy approach. It's best to keep it simple , clear , short , and concise . Get straight to the point!
Discover : 5 copywriting techniques to boost your email open rates →
2 – Prospecting on LinkedIn
LinkedIn, the professional social network , is a key channel to prioritize in your omnichannel strategy. For years, this network has brought together a large number of professionals, including decision-makers and executives seeking new business opportunities . These unique characteristics have made LinkedIn the ideal platform for B2B prospecting. But how do you generate leads on this network? Many have tried, but without success…
Indeed, just like email marketing , prospecting on LinkedIn requires a thorough understanding of the platform. First, you need to know and appreciate the network. Then, you need to search for contacts based on your target audience profile . Prospecting on LinkedIn isn't difficult at all if you follow these best practices:
- Optimize your LinkedIn profile:
To prospect on this network, start by working on your image. Your profile picture and banner should be polished. Every section of your profile should be complete to attract visitors' attention. On LinkedIn, everything happens at first glance! So if you're not presenting the best version of yourself, business opportunities visibility . Regularly publish useful content and be active. Video, for example, is very popular on LinkedIn.
- Identify qualified leads:
Your most qualified prospects should match your ideal client profile. On LinkedIn, you should connect with people who share your interests . Contact is crucial. Pay close attention to your message when reaching out. Even a minor error could not only cause you to lose a prospect but also jeopardize your reputation and credibility . Remember that LinkedIn places great importance on recommendations . If you can get some, that would be ideal!
- Start a conversation with your prospects:
To gain clients on LinkedIn , using the right approach . Sending a relevant message isn't something you can just wing; it requires a strategy . You need to learn how to engage in conversations with your contacts. The goal is to build a relationship of trust with your target audience and establish your reputation . This can be done well before sending a connection request . For example, you can react to their posts, comment on them, or even share them. This already demonstrates that you're an open-minded who could be a valuable contact for them.
It's when they accept your connection request that you'll begin the conversation. You should send them a thank-you message , some useful content , and you can even introduce yourself, what you do, and what you can offer them. But again, try not to use an overly salesy approach . Present your offer gradually to increase their interest . Then, if they're interested, they'll want to know more, and perhaps even schedule a meeting.
3 – SMS and VMS
Even though inbound marketing has revolutionized prospecting methods, outbound marketing is far from dead…
As we mentioned at the beginning of this article, these two methods can be complementary in a omnichannel prospecting strategy . Let's explore two variations of outbound marketing that can help you prospect:
- SMS or Short Message System:
SMS marketing is a quick to connect with your target audience . Plus, you don't need 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 .
Another advantage of SMS marketing is that it can save you time . Almost everyone uses a mobile phone, making it incredibly easy to send your message. With an open rate of 97% , it's undoubtedly one of the most effective channels.
But be careful with opt-in ; it's forbidden to use phone numbers for marketing purposes without their consent . Similarly, it's mandatory to mention the advertiser's name in the message. All these rules are related to the GDPR , but with our dynamic database of over 20 million B2B contacts, these rules will be respected, you can be sure of that! To learn more, click here →
- VMS or Voice Message Service:
This form of outbound marketing involves leaving a voicemail message for a prospect or customer. The goal is to share information quickly. It's an easy way to talk about your company, products, or services. But other marketers also use it to inform people about their news or promotions . It's therefore a prospecting tool that shouldn't be overlooked.
The biggest advantage of VMS is that it can be transmitted to voice server without the phone ringing. You can be sure your message will reach its destination. It's an and customizable solution that can greatly contribute to the success of your sales prospecting . Furthermore, VMS is compatible with various phone , significantly increasing the success rate of your campaigns.
SMS and VMS are excellent channels for quickly engaging your prospects and customers. Magileads gives you access to your prospects' phones about regulations regarding the protection of personal or sensitive data . If you want to get started with omnichannel prospecting, don't wait any longer to meet with one of our customer acquisition and . Our team is available if you'd like to discuss your needs and see how our platform works. Book an online demo here →
