What does your digital engagement strategy look like today? Has COVID-19 changed the way you engage your clients and partners? Is your strategy evolving to the new normal? How has your execution changed?
Your best clients see thousands of messages every day both in publications and online. What makes your message stand out from the crowd? You might read Can a Stronger Message Help Your Business Grow Faster? How recently have you updated your digital engagement strategy?
What is a digital engagement strategy?
It’s a series of decisions that support the best options for helping your client through their buying decision process. It’s knowing how to structure your interactions with clients so that each connection builds on an earlier interaction while supporting you as the best possible option for the client’s needs.
It provides a predictable path for your client to travel to determine the best solution for their unique challenges. Its important to understand your customer’s journey to making a buying decision. Before COVID-19, it was important to understand your client’s agenda. Today, it is as important to understand the environment your client is working in. They can be two similar but different things.
Understanding the new normal
I believe many organizations are still using marketing strategies that don’t incorporate the more personal approach to customer interactions that a digital engagement strategy enhances. Engaging through social media can change the way you work with clients forever.
If your clients are engaging your through digital platforms, how many other companies are they engaged with? Early research tells me that many companies are taking this break as an opportunity to evaluate their current vendors.
Leverage collaboration platforms
Many CFOs are be tasked with deciding how to deploy their limited capital. This also includes the founder who had become less controlling in a growing economy. Thanks to COVID-19, controlling CEOs are back! Your digital engagement strategy should include both of these people early on in the sales journey.
Successful organizations are getting better at leveraging their best performers across the organization. It’s easier than ever with today’s collaboration platforms to have your best people on the call. This means you should have your potential client’s best people engaging earlier. Peer to peer influence has expanded in this new sales environment.
You should get critical executives in the sales conversation by leveraging content that addresses the needs of these individuals. They will be involved in every major decision for their organization over the next several months, if not years.
Your digital engagement strategy should help position your firm’s expertise in the C-Suite before and during the sales journey. Executive level programs can help create a stronger connection and engagement with your organization. We will talk about this more over the coming weeks.
Knowing who your best clients are
This means investing time knowing your clients’ world. Share content and ideas that not only resonate with your clients but help the potential client focus on key elements required to help them excel both personally and professionally. A strong digital engagement strategy supports both personal and professional agendas.
It’s critical for your organization’s success that you become very good at knowing who your best clients are. How quickly does your digital engagement strategy remove people who are not qualified for your product or service? The earlier, the better.
It’s as important to know who your clients aren’t and to remove prospects from the pipeline that may take significant resources with little possibility of success. You can’t afford to chase unqualified leads.
Focus on accelerating value creation
Before sharing content, a successful digital engagement strategy has the marketers asking themselves if this information helps clients gain more clarity on the challenges they face. The best messages focus on creating extraordinary results for the clients. Average returns and projects won’t get funded.
This doesn’t mean you don’t share your solutions; you just make sure it’s written from the perspectives of your potential clients. Today you know so much more about your potential clients than ever before. Are you leveraging this information in the development of your digital engagement strategy?
The best digital engagement strategy focuses on listening and responding to changing market conditions. We have moved into a time where a marketing team’s ability to listen, interact, and then create is going to change how we interact with our best clients and partners. Speed is a critical element in your digital engagement strategy.
Social Listening is Transforming Sales Success.
Your sales teams can use new technologies and social selling to listen to client conversations on a regular basis. These technologies support a digital engagement strategy. It’s critical to help your sales team see the possibilities of a stronger digital engagement strategy.
They will be rewarded for this by creating unique opportunities with their best clients and markets that are driven by real time events to help create a stronger connection with clients faster.
Speed and agility are required to seize new opportunities in growing and expanding markets. It’s as important today to be able to create opportunities that addresses a client’s needs in real time.
Want to know more about social selling? You might enjoy Do Your Sales Results Need A Social Selling Makeover?
Next week we will talk further about marketing to the C Suite. I’ll several resources that will help you take your C Suite marketing to the next level.