Masterclass: digital delivery of new business

Following on from Matt Comber’s initial webinar on the Digital Opportunity, in the latest video he explains how to set up a digital prospecting roadmap and gain a head start in the post-COVID-19 business environment.

1.  Propecting is the number one fundamental in B2B sales – and digital allows you to prospect at any time. You can attract prospects from different sources such as Facebook, Instagram, Twitter, Google and LinkedIn but the ultimate aim is to take them to our website and convert them into paying customers. The process is like a flywheel – attracting prospects, converting them and delighting them so they refer other propsects – and the slicker your operation, the faster the wheel spins.
2. Use keyword research –  find out what people are talking about so you can draw them in. Free tools like BuzzSumo, keywordtool.io or Google’s predictive search facility will help you identify relevant keywords. Then group these into different themes and plan content around each of them.
3. Create a pillar page – have a central page that is like an in-depth guide to your subject with a range of blog posts linking back to it. For example, if you are a data analytics company, your pillar page may be The ultimate guide to data analytics, and you could have separate blog posts such as Data analytics for the C-suite or Data analytics for beginners linking to it.
4. Capture customers’ data – each time a prospect signs up for your newsletter or downloads a guide, try to capture more details. Put the data into your CRM system and send them relevant information. There are tools that allow you to automate the process.
5. Qualify the leads – ideally you want to wait until someone is ready to buy before you approach them directly, otherwise it is a waste of time for sales staff and you risk looking desperate! Consider how you can tell if a prospect has reached this point. Could it be the number of items they have downloaded?
6. Use reporting to enhance performance – analytics tools will give you insights into how your pillar page is performing or where your customers are coming from. By constantly adapting and improving the process, you can make the flywheel go faster!