Digital door knocking is a free and effective tool to use in your online outreach strategy. It can be used to get in front of consumers or for B2B networking. Let’s look at the best practices for digital outreach.
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Is Door-Knocking Still Effective in Sales?
Door-knocking remains a valuable method of generating leads for industries such as roofing, real estate, and insurance, but it may not be suitable for everyone. Some salespeople may find it to no longer be a profitable activity, while others are wary of in-person door-knocking due to Covid-19 social-distancing concerns.
In the current climate, many professionals are questioning the effectiveness of door-knocking and traditional geographic farming methods. Meanwhile, there is also an increase in interest in social media marketing as a means of generating leads.
While both door-knocking and social media marketing have their benefits and limitations, digital door-knocking presents a solution that balances these concerns. When executed properly, it can be the most effective use of time.
What is Digital Door Knocking?
Digital door-knocking is a sales strategy that leverages technology to reach potential customers and generate leads, in a direct and personal manner. Unlike paid advertising or unsolicited emails, digital door-knocking prioritizes authenticity and a personalized approach to reaching prospects.
This approach involves using online tools such as social media, messaging platforms, and other digital channels to engage with potential customers and build relationships. The aim is to generate leads and drive sales, without relying on paid advertising or sending unsolicited emails.
While some marketers may include paid advertising or automated emails as part of digital door-knocking, this definition focuses on direct and personal engagement with prospects. By utilizing technology in a personal and authentic way, digital door-knocking offers a scalable and efficient way to generate leads and grow your business.
Targeting Consumer vs. B2B Real Estate Prospects with Social Media Outreach
Social media outreach is an effective method for reaching potential connections in both the B2B and B2C channels. However, the approach and messaging may vary depending on the target audience.
When targeting consumer prospects, social media outreach typically involves building brand awareness and encouraging casual introductions and interactions. The focus is on creating a personal connection with potential clients over time.
For B2B prospects, social media outreach may focus more on establishing thought leadership and industry expertise. The goal is to connect with decision-makers and position your brand as a trusted partner in the industry. This may involve sharing industry insights, participating in relevant online conversations, and networking with other professionals in your field. It could also be as simple as reaching out and asking to get lunch sometime to discuss collaboration.
It’s important to understand your target audience and tailor your social media outreach to their needs and interests. By utilizing social media in a strategic and targeted manner, you can effectively reach and engage with both consumer and B2B prospects.
Advantages of Digital Door-Knocking for Business Networking
Let’s take a look at 5 key advantages to digital outreach
- Intentional Outreach to the Right People: Traditional social media marketing strategies rely on the algorithm to put your content in front of the right people. However, with digital door-knocking, you can reach out to individuals directly and have more control over who you’re connecting with. By sending a connection request or an introduction through messages, your outreach will show up right in their inbox or notifications, eliminating the need to fight for placement with an algorithm.
- Persistent Connection: With digital outreach, your message will stay available for a longer period than just a few seconds on someone’s social media timeline. Even if the recipient is hesitant to respond, they can still access your message and start learning more about you.
- Credibility and Authority: Major social platforms display mutual connections and also-followed-by lists on profiles, giving you a credibility boost when people see you share connections with others in your industry. This perception can open doors and lead to new opportunities.
- Efficiency and Convenience: Digital door-knocking eliminates the need for in-person visits or expensive outbound marketing tactics, such as direct mail or paid ads. You can passively nurture your connections through content posting on your social platforms and grow your network without individual effort.
- Long-Term Connections: When someone becomes part of your audience on a social platform, that connection is almost permanent, allowing you to grow your network for the long term.
Before Engaging in Digital Outreach on LinkedIn or Facebook
When engaging in digital outreach, it is important to have a clear plan in place before reaching out to potential B2B partners and collaborators. This includes having a clear understanding of your messaging, target audience, and next steps.
- Identify Your Target Audience: Understanding the best professionals to connect with broadly and specifically for solving specific needs for clients is crucial. This will help you tailor your outreach efforts to the right people and increase your chances of success.
- Clearly Define Your Messaging: It is important to know who you are, why you are reaching out to potential partners, and what your goals are for working together. Your messaging should clearly communicate this information and should be well-prepared for both cold-calling and in-person conversations.
- Have a Next Step Plan: When someone expresses interest in working together, it is important to have a clear and confident plan for what the next steps should be. This will help you avoid being caught off guard and allow you to offer a compelling collaboration opportunity. If you are struggling to come up with a next-step plan, seeking feedback from a professional community like a Facebook group could be helpful.
Best practices for social media outreach
This one-page digital door-knocking checklist offers tips and action items for effective networking through social media without the need for excessive self-promotion or content creation. To get the most out of your outreach efforts, be sure to take consistent action and be yourself – This checklist will help keep you accountable! Download the full-quality checklist below:
Digital Door-Knocking is a game-changer in any marketing strategy. By focusing on building relationships with potential referral partners, collaborators, and social-proof-by-association, you can expand your reach, increase your credibility, and drive more leads and sales. By following the steps outlined in this guide and keeping the digital doorknocking checklist handy, you can make it happen! So, what are you waiting for? Start digital doorknocking today.
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