The New Networking Normal
This used to be done through networking and physical prospecting. Sales teams would attend conferences, trade shows, and local networking events to meet people and talk about the company. It was an opportunity to shake hands and build rapport. The sale wouldn’t happen right then and there, but customers would continue to see them at events and that would build a relationship and trust factor.
Today, as we sit in the middle of the COVID-19 pandemic, sales teams are not able to interact in quite the same manner.
The Move to Digital
However, we are still able to accomplish these goals via digital marketing. Digital ad campaigns can be used to build the know, like, and trust factors. To do that, we start by creating content that is helpful and then distributing it on Facebook, Instagram, LinkedIn, YouTube, etc.
The key to this strategy is to be helpful. Focus on solving a problem that your customers have that is within your wheelhouse to solve. That is how you initially get their attention.
You then build rapport by sending them additional content. Get them used to listening to you, hearing what you’re good at, and what you can help them solve. This starts to build trust.
After they’ve seen enough content to know, like, and trust you, then you can begin to send them messages about your company in regards to sales, your unique position within the market, and how you can specifically help them with a product or service that you offer.
It is very important to understand this cadence and to not just immediately hit people with sales messages. No one likes door-to-door salespeople. Online, only putting out sales messages without first earning people’s trust is the equivalent to being a door-to-door salesperson.
So, remember, the cadence is to:
Then sell them.
This is a winning strategy.