How To Effectively Keep In Touch With Potential Customers?
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The B2B sector, with its long transaction cycle, has not been selling head-on for a long time. The long quarantine has also made it clear to the customer-oriented market that it is time to change customer acquisition tactics.
On the Internet, a single touch is often insufficient for a user to immediately place an order. There are several reasons for this:
- Growth of competition (other companies have also gone online)
- Growth of advertising prices (otherwise, the quality of leads will leave much to be desired)
- Increase in the “warm” target audience (there is a need, but there are so many offers on the market that it is challenging to make a clear choice)
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Chatbots
Chatbots are an effective marketing solution for promoting products/services in niches with high competition and long transaction cycles. The main advantages of this marketing tool are:
- Ability to integrate chatbots into other messengers, as well as the subsequent involvement of potential customers in the sales funnel already in them.
- Ability to form different sales funnels (we are talking about complex/simple sales funnels), considering the functional features of the selected messengers and the basic needs of your business project.
- Basic options that provide primary interaction with potential customers. These options include:
- Basic tools for segmenting the target audience.
- Automatic sending of messages after the user clicks a button/response option.
- Redirection of pre-defined messages that potential customers can receive when they agree to become your subscribers.
And one more big benefit: you can combine a chatbot with a lead management system. Thanks to this, you will understand what stage of the customer journey a potential customer is at.
How else can chatbots help you attract potential customers? They will perfectly cope with the following:
- Announcing new solutions and promotions
- Optimizing the process of product selection
- Acting as an online consultant
- Sending answers to questions frequently asked by the audience
This way, chatbots are a great digital marketing tool for attracting new customers and keeping in touch with potential ones.
Blog
A company website is one of the most effective ways to keep in touch with potential customers. If your business is related to sales, a corporate website is necessary. Before buying anything, customers visit various sites to get acquainted with the product.
Your website can contain, for example, generalized information about the product you offer. Suppose you sell furniture. In this case, you can put articles on the website containing rules for choosing furniture, recommendations for its care, assembly instructions, etc.
Familiar with your articles, visitors will realize you understand what you are discussing. They will understand you are experts in your field. In addition, it is desirable to create sections dedicated to the company itself and your activities, offer favorable prices, and allow visitors to express their opinions in reviews or comments.
Case studies
Stories are a great way to gain your potential customers’ attention. Case studies are perfect for this purpose.
Why? Because they prove that your product works. You can praise your product all you want, but when a customer talks about its benefits, it increases the value of words many times over.
Imagine this situation. You see a commercial for a powder on TV. In a colorful video, it perfectly copes with any stains. But do you believe it? Most likely, you still have doubts.
But if someone from your loved ones shares their positive experience of using this powder, you will surely believe in its effectiveness. When used correctly, case studies become an invaluable tool for converting potential customers into customers, especially at the last stages of the sales funnel.
For example, you can share how your customer solved their problem and achieved good results with your product and knowledge.
Conclusion
Keeping in touch with your potential customers is not the only thing you must concentrate on. Your main goal should be building strong, long-term communication with potential customers. That’s why building your own customer base is the most optimal financial investment.
Important! All actions and marketing activities on the part of the brand should be done carefully. If you are associated with negativity (cause irritation through obsessive contact with leads, for example), you can forget about loyalty and trust.
To do this, stick to the 3 fundamental rules of upsell realization (this also applies to cross-selling):
- Create offers that will strengthen the consumer value of the USP (such solutions should not only increase the indicator of its effectiveness but also provoke the emergence of positive emotions from communication with the brand as a whole).
- Don’t be intrusive. Daily communication by chatbots runs the risk of permanently settling in the spam folder. Frequent posting on social networks will lead to unsubscribers.
- Always give feedback quickly, honestly, and usefully.
This is where we’ll end. Good luck with your process of keeping in touch with potential clients in 2024.
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