Digital prospecting: explore new marketing and sales methods

by our Digital Agency Optimize 360

Digital prospecting

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Widely used in the world of modern marketing, the digital prospecting has established itself as an essential practice for all companies wishing to maximise their growth opportunities.

In practical terms, this means using online tools and digital channels to identify future customers, attract them to your business and interact with them to generate sales.

In this article, we introduce you to this technique and how to use it properly.

 

Definition of digital prospecting

In its traditional form, commercial prospecting is the act of contacting prospective customers, i.e. people who are likely to become customers, in order to present them with an offer, a product or a service and thus try to conclude a sale.

Digital prospecting takes up this principle, but adapts the means used to take advantage of all the technological and digital advances available.

The digital media are adding new dimensions to traditional canvassing activities, opening up new and previously unexplored possibilities.

Digital prospecting encompasses all practices aimed at establishing commercial relationships using digital tools, whether through platforms such as social networks, email marketing or online advertising.

How do you set up effective digital prospecting?

There are many different ways of implementing a digital prospecting strategy. Here are the main steps to follow.

1. Analyse your market and define your prospects

Before you start, it's essential to analyse your target market and establish a typical profile of the individuals or companies who might be interested in your offer. This will enable you to better adapt your marketing and sales actions to the expectations of these future customers.

2. Choosing the right channels

To optimise your prospecting approach, you also need to select the digital channels best suited to your sector of activity and your target audience. Among the various options available :

• • Social networks : Instagram, Facebook, LinkedInTwitter... They offer a direct and personalised way of reaching your customers. audience and build loyalty.
  • Emailing : Regular mailings of newsletters or promotional emails can reach a wide audience and keep in touch with prospects throughout the sales process.
  • Online advertising : Whether via Google AdsOnline advertising can be an important lever for developing your visibility and generating traffic to your site, whether through social networks or partnerships with other sites. website.
  • Content marketing : The creation of relevant and attractive content (articles, brochures, etc.). blogvideos, infographics, etc.), accompanied by a strategy of referencing natural (SEO), will enable you to improve your positioning on search engines and attract more prospects.

3. Adopt a multi-channel approach

To maximise your chances of success, it may be wise to opt for a multi-channel approachwhich involves combining several digital media in your prospecting approach.

This is particularly interesting if the channels chosen complement each other, in order to reach a wider audience and optimise your results in terms of conversion.

4. Create attractive content tailored to your prospects

As part of your digital presence, it is essential to offer content that is informative, relevant and interesting to your audience. Make sure you choose the right format for your content, depending on the subject matter and your target audience's tastes (blog, e-books, podcasts, webinars).

A few tools to make your digital prospecting easier

To help you set up and optimise your digital prospecting strategy, here are a few tools that may prove useful:

• Monitoring platforms : A software competitive intelligence will enable you to monitor market trends, identify opportunities and learn more about your competitors.
• Tools CRM : Customer Relationship Management solutions make it easier to track your prospects throughout the sales process, by centralising all data and interactions in a single system.
• Emailing software : They offer advanced features for creating, sending and analysing email marketing campaigns, saving you time and improving their effectiveness.

In short, digital prospecting is an essential marketing and sales technique for generating new growth opportunities.

Adapt your actions to your target audience and specific digital channels, adopt a multi-channel approach, create attractive content and use the best tools available to optimise your results.