5.18 billion people have internet access, but only a few are potential B2B customers. Those are the people who need to hear your message. How do you reach them?
You have two choices. You can take a scattershot approach and spread your message far and wide, hoping that the right people hear the right thing. That takes a lot of time and money, and qualifying all those prospects eats your margin for breakfast — even 0.01% of 5.18 billion is a lot.
The second approach is to go where prospects are: the digital channels they’re already using. It’s a much more effective, efficient approach, but it takes a phased game plan. This is how you get started:
- Look inside: Analyze your customer data, get input from your sales team, and survey your clients.
- Look outside: Do customer journey mapping, study your competitors’ marketing, and analyze social media statistics in your industry.
- Use website analytics: search engines and social media have internal data that can direct your paid and owned marketing decisions.
- Use ClearSource’s formula for the exceptional customer experience: The issue is resolved upon first contact. The customer’s emotional connection with your company is enhanced. The time and effort required of the customer are minimized.
- Select the channels your prospects are likeliest to use, and word the content in the way it’s most likely to resonate, and design a content strategy.
- Prepare your B2B to provide the ClearSource exceptional customer experience to your customers. That formula creates loyalty – and loyalty is profitability.
The last point is as important as all the rest. Getting prospects’ attention is necessary; transforming prospects into customers is crucial.
And in the end, you probably don’t need 5.18 billion customers. You need profitable customers and a growing market. Those customers are out there, and you can reach them with a thoughtful digital approach. You can retain them with an exceptional customer experience. That’s an advantage on every channel. And we make sure our clients’ customers experience it.