Multichannel Prospecting Campaigns: The basics & examples
Introduction
Whether you are in sales, marketing, or recruiting, prospecting is becoming more and more difficult. We are always wondering what message to send, when and how.
Traditionally, we limit ourselves to one channel. An email here, a call there. But is it really effective?
But a well-established multi-channel strategy is changing the situation. They promise not only to capture the attention of your prospects on different channels but also to boost your response rates.
What is a Multichannel Campaign?
A multi-channel campaign is distinguished by the coordinated use of several communication platforms to reach and interact with prospects. This strategy aims to optimize each channel - whether it's email, social networks like LinkedIn, and phone calls - to create a series of harmonious and personalized interactions. We can use other channels such as Twitter or WhatsApp but we will focus on these 3 channels: mailing, calling and Linkedin.
What are the benefits of multi-channel campaigns?
- Personalization for each interaction: Multichannel campaigns allow each message to be personalized according to your prospects, which allows for almost authentic human interaction. By spacing out and personalizing each action, you communicate in a more natural and engaging way.
- Increased Response Rates: You multiply the points of contact with prospects, thus increasing your chances of capturing their attention and receiving a response.
- Creating a Climate of Trust: Repeated interactions on the various channels help to build an initial relationship of trust with your prospects. By remaining visible without being intrusive, you strengthen your credibility (both as a company and especially as a person) and establish a reassuring and constant presence in the mind of the prospect.
How to set up an effective multi-channel campaign?
To take full advantage of the benefits of multi-channel campaigns, careful planning and execution are essential. Here are some key steps to take:
- Analysis of your prospects and their preferences: Use a strategy Account-Based Marketing. Analyze your ideal customer type (ICP) and your buyer persona constitutes 50% of a successful conversion. It also includes understanding which channels your potential customers prefer.
- Personalization of your contact points (Linkedin message, email, call...) ): Adapt the content and tone of your messages according to the prospect. You don't approach a tech start-up in the same way as a major customer or a small restaurant in Provence. Use as many personalization tags as possible: {{firstname}}}, {{icebreaker}}, {{companyName}}...
- Contact Sequence Planning: Organize your interactions strategically, spacing messages to avoid saturation while maintaining a regular presence. This delay contributes to a more natural and less intrusive perception on the part of the prospect.
- Follow-up and adjustment: Analyze the responses and engagement generated by your A/B testing campaigns: we test two campaigns at the same time to see which is the most efficient. Follow the data and your numbers closely to increase your conversion rate.
