Did I hear that right? You’re not sure how to get corporate clients for your digital marketing agency?
Well, I’m glad you’re here.
There are two possibilities: You never landed a big-fish corporate customer, or it’s been a while since your last catch.
Days turn to weeks. And, for the longest time, you feel like your job only revolves around dead ends and cold trails.
For most marketing agencies, landing a handful of big corporate contracts is usually enough to hit or even exceed revenue goals. Unfortunately, these are deals that can be incredibly difficult to close.
Don’t feel too bad, rejections happen all the time, especially from big-name corporate customers.
The bright side is, you can still turn things around.
Today, you’ll learn how to get clients for digital marketing using the combined powers of social media and corporate marketing.
Getting corporate clients requires a whole different approach than your general, mass-focused marketing and sales strategies.
For this task, you can’t just rely on customer personas or generic sales content. Rather, you need to delicately, patiently mold close relationships with corporate leads.
You need to know who they are, what they do, and how to approach them.
In a typical B2B setting, your targets are the key decision-makers of the company, such as the following:
These are the people with the authority to sign the check once a deal is closed. And, as you may already know, they’re not that easy to reach.
In most cases, you have to work your way through the juniors and seniors of the organization. But if you’re lucky, you can find your way directly to a decision-maker’s inbox.
Regardless, you need to work on your digital footprint to set yourself up for success.
This is where social media and corporate marketing could steal the show.
(Also read: Best Questions to Ask on Instagram Story)
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To win corporate customers, you need corporate marketing.
What is corporate marketing, you ask?
Put simply, it’s a kind of marketing that markets the whole company — not just individual products or services. That means building a brand for your agency that corporate clients will want to work with.
For this, you need to establish a consistent, authoritative presence across digital extensions of your agency. Ideally, you should prioritize networks where your target corporate customer does most of their content consumption.
The good news is, business decision-makers tend to leave breadcrumb trails in their social profiles.
A platform like Vista Social can keep your agency’s branding and messaging consistent across those networks. It’s a one-stop social media management platform with a handful of branding and reputation management features.
Vista Social will provide your agency with a single platform for managing all your content distribution channels.
To lure corporate clients with Vista Social, start by building a content strategy that will get their attention.
Here are the steps to make it happen:
No — regular listicles and guides won’t cut it. To get noticed by corporate leads, you need bigger guns.
We’re talking about case studies, industry reports, surveys, and the like. Strong opinion pieces that contend with norms in your industry are also promising in terms of getting engagement.
Creating these types of content involves significantly more work. The returns, however, are well worth it.
To maximize the visibility of your original content, you need to post them at the right time.
Vista Social can help you with this through the post scheduling tool. This allows you to specify posting times that apply to all content added to your publishing queue.
Not sure which posting times to use for reaching corporate clients?
Remember, your posting strategy should envelop the best practices in lead generation on major networks. That includes planning a content publishing schedule.
Below are some resources that will help you learn the ropes:
Turning the heads of corporate leads isn’t enough to capture their interest.
Eventually, you’ll need to look for opportunities to strike conversations.
An excellent subject would be your prospect’s own content. By talking about them, you can demonstrate how much you understand them — mildly stroking their ego in the process.
Vista Social’s smart publisher can automate this so you can start stirring conversations.
Simply configure a smart publisher that automatically pulls in content from their blog.
Just remember to let your leads know that you shared their content. Mention them in the comments, chip in your thoughts, and ask questions.
Different leads respond to different conversation starters. A good strategy is to investigate their activities on social media to determine how they usually participate in online discussions.
Vista Social’s unified inbox lets you track and manage conversations with your corporate prospects.
This is where your relationship with corporate clients begins to take shape.
The inbox tool not only lets you respond to conversations in real time. You can also use filters, add attachments, and leave notes for other team members who’ll take over.
Hard selling isn’t required at this point. Instead, focus on getting to know more about your prospect in preparation for the grand finale.
Finally, it’s time to address the only missing component in your campaign: proximity.
The fact is, most — if not all — corporate deals required face-to-face interactions with decision-makers. Everything we’ve covered thus far is merely a stepping stone to this stage.
Once your relationship with your prospect has matured, it’s time for subtle hints about potential meetups.
Try not to mention the words “sales meeting.” Instead, think of events that they can be sure will benefit them, like:
The key is to offer something that establishes your position as an expert while promising value to your corporate customer. The more you know about your corporate customer and their wants, the easier this task will be.
In the end, you should be close enough to bring up the possibility of working together.
This is where traditional corporate selling techniques can come into play.
Some strategies are:
Building an authoritative, almost omnipresent brand for your agency is essential to winning new business with corporate clients.
It may not be the entire process, but it definitely plays a major role in getting close with big-fish prospects. Vista Social can get you there with its holistic social media management features. Create a free account right now and start fishing!
About the Author
Jimmy Rodela is a social media and content marketing consultant with over 9 years of experience, with work appearing on sites such as Business.com, Yahoo, SEMRush, and SearchEnginePeople. He specializes in social media, content marketing, SaaS, small business strategy, marketing automation, and content development.
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