So you’ve created the perfect campaign with great creatives and an unbeatable offer. You deploy the campaign and sit on the edge of your seat waiting for all the leads to flood in. After a couple of days, you notice a couple of responses but nowhere near the volume of what you were hoping for, and you’re stuck asking yourself “why?” Here are a couple of hypotheses: 1.) the people you reached out to aren’t the right audience so they don’t care about your offer, or 2.) your target audience didn’t see your efforts because you used the wrong channel. The process of finding new business customers can be expensive and sometimes unpredictable, but it doesn’t have to be. Here are 3 tips to help improve your prospecting efforts:
Tip #1: Define your ideal customer
One of the most fundamental ways you can help grow your current customer base is to have a clear understanding of what they actually look like (or defining what they should look like). What’s their job title? What are their biggest business challenges? Are they web savvy? How do they prefer to get industry news? Addressing discovery questions like these allows you to better understand who you’re talking to and how to talk to them. Additionally, you’ll be able to use this profile to help you mimic your best customers and target look-a-likes.
Tip #2: Target new businesses
Get your products/services in front of new businesses before your competitors. Not surprisingly, many marketers overlook targeting new businesses because of the lack of data -- how do you know a new company is in business? How do you know if they’re the right business for you to even target? Fortunately, there are many services in today's market that can help fill in the gaps. Using something like Experian’s US Business Database, which is a database of more than 16 million active U.S. companies, can help you discover new businesses sooner and beat out your competitors to reach them first.
Tip #3: Find the decision makers
Identifying the right businesses to target is important, but ensuring that your offer gets in front of the right person – the decision maker – is even better. By finding the decision maker and directing your marketing efforts towards them, you can rest assure that your message lands in the hands of the person that matters most. Want to take it one step further? Once you know who you’re talking to, you can tailor the message and offer to be more relevant for that specific audience, which ultimately helps increase your chances of getting a response.
Finding and reaching new business customers can be a daunting and expensive tasks, especially if you don’t target your prospecting efforts. Be sure to keep these tips in mind when approaching your marketing strategy and don’t let today’s data challenges hold you back.