Events, online forms, contests, or even database rental, there is no shortage of sources for acquiring new contacts. But how can you win over these new prospects whose level of maturity you struggle to assess ? Discover our tips for better informing these new contacts, even before reaching out to them.
1. Your objective : build your brand awareness
The issue concerns almost all companies : it is impossible to sell a product or service to someone who does not understand, or poorly understands, who you are. In other words, you must first and foremost convey to your new contacts the values of your brand and the specific features of your expertise.
“It is about offering a series of messages whose goal is not to sell something but rather to improve your brand awareness,” explains Norman Pracht, Chief Marketing Officer at Webmecanik. More than generating orders, the first campaign you send to your new contacts must therefore have as its main objective establishing your image.
2. The method : send a series of themed messages
To help your new contacts get to know you better, it is recommended to apply the funnel strategy. In practice, you will therefore start with a first message devoted to your history and your values. It is only in a second message that you will present in more detail the added value and the specific features of your offers. In other words, what sets you apart from your competitors.
Finally, your third message can focus on testimonials from clients satisfied with your services. “Your message will carry even more weight if it is delivered by one of your clients. Recommendation is a major trust factor for your prospects. ”
3. The result : better-informed prospects
At the end of this brand awareness campaign, your company will have the assurance of having a contact database well informed about your brand. Or even a little more, according to Norman Pracht. “Thanks to this nurturing method, I can consider that my future contact rather has a positive preconception about my company and my offers. ” Ultimately, your salespeople will therefore be able to invest their time and energy in approaching these “informed” prospects rather than exhausting themselves trying to win over contacts who know little about your activities.
Okédito’s point of view
50% of B2B leads are considered well qualified; however, they are generally not ready to buy right away… So the conversation will need to be maintained!
At Okédito, we recommend 3 reflexes for successful nurturing campaigns:
1. It cannot be said often enough: content quality must be your obsession! As in any relationship, you have to give to receive, and your communications must deliver value, otherwise you risk driving your prospects away. Writing to engage is therefore essential, and it is a task best entrusted to professional journalists, who rely on interviews and documentary research to guarantee substance, meaning, and style.
2. Do not sell right away, wait until people beg you! Share your know-how and implicitly show the specific features of your offer by explaining how you managed to solve the problems of other companies and other decision-makers, but please do not bluntly present your products, their benefits, and their prices at this stage.
3. Involve the sales team in the design phase of your nurturing strategy. Salespeople know what helps trigger valuable conversations. They know their clients’ goals, motivations, and problems. One figure to conclude: 69% of the best-performing companies report that collaboration between sales and marketing teams is the key to the success of their marketing automation!
About Okédito:
Okédito is a Content Marketing agency based in Paris and Lyon.
Its credo: premium journalistic content to engage the right audience and turn that audience into loyal customers and then into ambassadors. A whole program that the agency deploys thanks to marketing automation and its Content-to-Business® methodology born from 7 years of experience.
Source of the statistical data: Gleanster Research
