I am talking about campaigns that directly try to sell the product or service to a cold audience (people who do not know the brand, service or product at all).
It does not work like that.
These types of campaigns, although they can work if you have a large budget, will end up throwing money away; since you are trying to get a direct sale to people who do not know anything about that person or that company that is trying to sell to them.
Increasingly, users are more saturated with advertising or direct messages that reach them through social networks.
Not only this, but in general we have been refining ourselves a lot and we catch any attempt to sell by a commercial or a company... and unfortunately, we see it as something negative.
Let's not talk about whether they are messages that are not very personalized or sent by bots.
We do not trust someone who only thinks of selling us, without first having shown that:
Look, if in Instead of these 3 impressions, we give the following:
It seems that I exaggerated, right?
Well no!
We have to think about what feeling we give to our potential customers when we launch advertising campaigns or even organic campaigns.
Most likely, if we launch direct sales campaigns, they will be ignored by the vast majority of people these campaigns reach.
That is why we designed our funnel, or what is the same, a way for the potential client to go from:
Not knowing us at all <??> knowing us because they visit our website, see our publications <??> trust us <?? > know that we are the best solution <??> negotiate<??> buy our product or service
Look at this path that goes from total ignorance about us to buying from us.
What has been changed during this customer journey? The degree of knowledge and certainty that this potential client has towards us.
If we launch a direct sales campaign, such as connecting on LinkedIn and requesting a meeting the next day, to someone who doesn't know us at all, we will have the following:
They don't know us at all <??> they don't trust buying our product because they don't know who we are or if we are experts on the subject or if our product really works <??> they have so many doubts that they don't buy
In this pattern, what we see is that the potential client is totally in a situation of uncertainty about us and the product or service we sell.
That is why our function is to lead the potential client along a path of certainty regarding our services and products.
For this we have strategies that can help us demonstrate that we are experts in our sector.
In the following activity we detail the most common in B2B.