Haven’t you noticed that currently, prospects are omnipresent on different prospecting channels? Yes! The adoption of a multichannel campaign has then become essential for any company wishing to develop its business. Lead generation and customer retention that you have already acquired are the main drivers of the sustainability of your business. To do this, operate at the right channels and implement the right scenarios, these are the keys to the success of your multichannel prospecting.
Why opt for the multichannel campaign?
Multichannel prospecting consists of using several channels in order to maintain a good relationship between a company and its prospects who are potential customers. The channels operated can be traditional or digital. Multichannel is an effective strategy to personalize and improve your customer experience.
A potential customer uses different channels on a daily basis. Multichannel allows your company to adapt effectively to the usual behaviors and gestures of your leads. They will no longer have to go through a single channel to connect with your company. Since you will be present on all the channels where your prospect is located, it is enough for him to simply choose which channel suits him best to contact you. In other words, multichannel is a wise strategy choice, because it participates largely in the satisfaction and also the loyalty of your customers.
Another advantage of multichannel is lead acquisition. As your touchpoints will be numerous, you will have more opportunities to convert these leads into customers and gain more sales. The act of buying is more important when you submit your offer to as many targets as possible.
You can combine traditional channels with digital channels, such as having a website and a physical store at the same time. Depending on your strategy, offer similar offers for each type of channel or specialize an offer for each channel. Also, it is more convenient to differentiate between prospect campaigns and customer campaigns.
What are the most effective channels?
Email is a very profitable digital channel and is among the best known and popular today, especially in B2B commercial prospecting. All companies inevitably develop a suitable strategy for this channel.
The emailing campaign generates the cheapest costs in prospecting. And not only that! This channel is one of the most responsive and offers unparalleled traceability of each individual in your contact list based on their behavior (number of clicks, downloads, location…).
For greater efficiency, many companies currently use email marketing automation. This allows targeting of « hot » contacts, sending personalized emails without mistakes or errors of any kind, from a B2B and B2C mail database of up to 5 million contacts. As this channel is dedicated to mass use, it is necessary to focus mainly on the quality of the content than the quantity to guarantee its effectiveness.
Nothing is more practical than prospecting on social networks to generate qualified leads. To illustrate the importance of these social platforms, here are the statistics:
- About 2.060 billion of the 3.025 billion Internet users worldwide are active on social networks, representing 28% of the world’s population and 68% of Internet users.
- On social networks, Internet users spend 2 hours a day in the world and 1h30 in France
LinkedIn, Facebook, Twitter… These are all inexhaustible sources that allow you to qualify information about your prospects, engage them and retain them. And again, social networks are great ways to develop your e-reputation by building your community.
Many sales reps are still turning to this traditional channel. However, it has become less appreciated over time. But prospecting via voice remains a good way to conquer contacts with high added value. Combined with emailing, phone prospecting becomes easier, because you will have already targeted hot prospects.
4 Suitable Scenarios for Your Multichannel Marketing
1- Case of prospects never contacted
Sending a neutral email whose content is devoted to the presentation of your company is the most appropriate. If the contact has opened the email, you can assign a telephone prospecting campaign on the second day following the opening. On the other hand, if the email has not been read, a new campaign must be launched 15 days after the first sending.
2- Case of new contacts
Send them a Welcome email which will also consist of a presentation of the company and its spokespersons as well as tools. You will not have to take any action if the contact opens the email. You must conduct a qualification operation of the contact if it does not open the email.
3- Case of prospects already canvassed, but having never bought
Your emailing campaign must aim to match offline strategy and online strategy. How? For example, by communicating a promotional offer, in addition to that a proposal for the passage of a sales representative to the prospect in order to give him additional information on the offer. If the email is opened, proceed to an appointment campaign after two days. If the email is not opened, relaunch a new campaign in 30 days.
4- Case of visitors without concrete commitment
Consider the case of a prospect who has abandoned the webinar registration process. You must send him a follow-up email one week before the event. This will be a reminder telling him that he only has 7 days if he wishes to register. A time-limited offer is a good recovery strategy.
To conclude, multichannel prospecting is probably one of the best ways to acquire more leads and build a relationship with them. You simply need to take the right approach and invest in quality content. Remember that your e-reputation is also a pillar of your marketing strategy.