"Here is the summer, here is the summer, here is the
summer, here is the summer" sang the Green Negresses in 1988. Finally,
here it is rather the southern winter. The fact remains that like us, you long
for a few well-deserved days of rest and " refreshed cocktail
happiness" as the song goes . Yes, but there you have it, while you and
your salespeople are lounging on the beaches of the Isle of Beauty, or sipping
a mojito on a terrace in a peaceful village on the Roussillonnais coast (see
cover photo), business turns to idle, if at all . Worse, at the start of the
school year, prospecting will have to be resumedand reactivate the contacts
which kindly turned you away: "call us back in September". However,
you know very well, that at best that means signing in November and therefore
not achieving its objectives , at worst, starting from scratch or blowing the
deal off by your competitors.
To continue to develop your turnover , without being in the
field or in the office, we give you in this article 4 good practices that we
use for us as for our customers and which generate prospects during your
holidays.
Of course, the 4 tips require method and tools but once
understood, you can easily:
Program what can be
• Your content publications:
By producing articles on your blog upstream , you will be
able to schedule the publication date of the article and thus continue to
interest your personas with content dealing with their issues, which your
company can obviously solve. (Editor's note: For the anecdote this article is
an example) .
If you don't have time to produce new ones, take a look at
your old articles that have been popular with your readers and update them. To
do this, you can apply the good old Pareto rule called 20/80. For example :
- the 20% of articles which make 80% of the audience
- the 20% of articles which make 80% of the SEO traffic of
your site
- the 20% of pages that convert your audience the most into
prospects (submissions via your forms)
- the 20% of pages that make 80% of new contacts
This best practice also allows you to resubmit your post to
search engines. The SEO is found in mechanically improved.
Or how to follow, cuddly, the last matches of the Euro.
• Your Emails:
By analyzing some simple data such as the history of emails
opened, read and clicked, you can choose to schedule an emailing while always
offering content to read or download. This is possible thanks to marketing
automation.
And remember, the right email at the right time to the right
person allows you to stay in touch with your prospects and customers (see point
3). Now is the time to share your customer case studies or your latest guide to
modern business prospecting.
And during this time, after the nap, you can read L'Equipe
du jour quietly or prepare the evening grill.
• Social networks:
You can program all the publications on your various
professional pages: Facebook, Linkedin, Twitter and others (yes even insta 'if
you are equipped with tools like Hubspot for example).
Of course, this does not exempt you from responding to messages
(although you can automate the response, in particular with chatbots, see point
N ° 2 below).
But hey, it is preferable to respond to messages from your
friends inviting you for a drink under the plane tree. You also have revenge to
take at pétanque.
Finally for messages on your personal Linkedin profile,
nothing prevents you from not posting for a few days or weeks. You also have
the right to disconnect. Your family will thank you.
Automate what needs to be
• Social networks:
You can automate response messages, notably thanks to a
chatbot and well-established scenarios, by offering your leads to call them
back within 24 hours for example. To see exactly how, head over to this article
, in the "Have you turned on automatic messaging?" Section.
A customer has just thanked us for reducing more than 80% of
requests on his Facebook Messenger. During this time, his community manager can
focus on tasks with greater added value, such as ... starting a conversation
with your customers for example.
• Lead flow:
On your site, the prospects generated by your forms will
receive automated emails of thanks, subscription to the newsletter or
invitation to read such or such content. They will also be enrolled in
workflows thanks to marketing automation . Here too, depending on the different
behaviors, they will receive increasingly personalized emails to help them in
their purchasing journey.
• Marketing automation (which
will contribute to lead nurturing):
While you recommend a mojito, a Gin to ', or a chilled glass
of gris (in moderation all the same), your prospects will receive your
communications according to specific scenarios. Enough to keep them busy with
useful content and "feed the relationship" until the start of the
school year.
Build loyalty and increase your sales!
Yes, without being there, you can prospect ... among your
customers!
By continuing to provide your customers with educational
content , you will be able to better
prepare additional sales opportunities, i.e. cross-selling (cross-selling) or
up-selling (upmarket) .
The objective is twofold:
• sign new
contracts at the start of the school year and you know that it is crucial at
this time to end the year in a cannonball (and prepare the next ski or beach
vacation, as you wish)
• get new
recommendations from your ambassador clients , which will strengthen your
expertise. These opinions are essential today in the purchase journey of other
prospects: do not hesitate to ask your customers to share their experience with
your company, your products or services on Google My Business, Facebook or even
Linkedin. .
Don't forget that every year, companies lose 10% of their
customers, or 50% every 5 years , according to a study by the Harvard Business
Review (for sure you bought it at the
local press point). of the village) .
And in more than 68% of cases (according to Sage ), it is
because there is no communication with the customer, whereas efficient
automation and CRM tools are essential
today to maintain the contact and thus
improve customer relations .
Bonus: talk about it around you
Nothing like a barbecue or a relaxed aperitif to talk with
detachment about your activities if you are obviously asked to do so.
And as if by magic when tongues loosen, there is always
someone who is strongly interested in what you are doing, especially since you
have nothing to sell!
A business card scan later with your smartphone (saved of
course directly in your CRM), a Linkedin profile added and voila.
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