How To Handle Your Clients Online
If you are in the B2B industry, reaching out to and talking with your clients online can be a bit of a hurdle to overcome. There is a sense of informality that comes with many online conversations, though they can be just as effective at generating demand for your products and services as more standardized forms of outreach. Without an active online presence, your business will become dormant. You have to reach out to leads while generating more leads, which can cause a lot of cross-contamination that you desperately have to work around with grace.
To work at all parts of the sales funnel, you have to implement various lead generation activities that will help you online – including blogging, paid advertising, social media, email, text blasts, and SEO. Regardless of what you choose, you will need to, inevitably, mix things up.
The question is how – how do you find and generate leads that can be handed to a sales team for outreach?
Why You Need An Online Presence
Every company, regardless of who they are or what they do, needs to have an aggressive online presence that enables them to not only connect to current clients, but gather more information about their prospects. When your online presence is generated correctly, B2B companies can produce new prospects, gain more exposure, build relationships with target accounts, expand marketing reach, and drive newer, more exciting sales.
By having an online presence, you are helping people to at least be aware of who you are before they find out more about your products and services. The more buyer awareness your leads have, the more likely they are to trust the value of your offerings.
Starting A Conversation Online Can Be Difficult
Starting a conversation with a client or lead online can be difficult but it is a craft that you can develop. Assign people to this task and have them practice until they are masters of not only starting conversations but keeping them going and steering them to something productive. It is bad enough if you are cold and don’t have anything interesting to say (or you have a script you follow to the letter). It is a surefire way to generate negative attention.
The first thing to master is the difference between selling and connecting – you want to do both. Start with the connection, which is harder to do than it may seem. If you can break the ice, getting them to be interested in what you are selling is that much easier. Once you have forged a connection, then move onto the selling points or try to move it offline.
However, at the same time, you want to ensure that you aren’t blurring lines between professional and personal. Small talk is great, but keep it professional. To start, you may want to ask questions to get more information about your leads. Questions traditionally signal interest and when you have smart, open-ended questions, you can find out a ton of information about potential buyer’s objectives, challenges, and even budgets.
Then, you can start in with some of the marketing materials that you have.
Sales outreach isn’t a one time thing, and with online marketing, it is a 24/7/365 venture. It is a continuous process of finding leads, engaging with them, and converting them into valuable, paying customers. This isn’t something you can do overnight, especially if you don’t have any social presence now. You have to be quick and adept at online marketing and social media for it to be effective – be prepared for your clients to be savvier than you will be.
However, you do want to be strategic with any posts that you make on social media. To write the most effective updates, blogs, and content, you have to know about your clients. Use tools like ones from MRP to help you determine who is reading your blog, what they are looking for, and how you can provide them in information that will convert them into paying customers. This information is readily available if you use the right tools and tricks to gather it.
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