There are multiple core components in Outbound Marketing. From time
to time people get excited about a new tool that's going to be the game
changer in their business. It can be a piece of software that's going to
generate an abundance of leads, a magic script that's going to get your
prospects to say YES or a specific approach that will do all the above.
Although these are marketed as stand-alone systems, each one of these
represents a core component of outbound lead generation. By
understanding what these components are, you can optimize each part and
incorporate all of them into your campaign to compound your results. At
that point it becomes only a matter of documenting each step to
standardize a process for your organization and make sure that it is
followed by all, every time. Today I will like to focus on 3 core
components of outbound marketing:
This is where you're creating your ideal client profile, your buyer
personas, and building your highly-targeted list. Your target is the
most important component to your campaign. If you were selling steaks to
a list of Vegans, you probably wouldn't do so well. Your goal is target
the prospects that would be a perfect fit for your product or service,
making the decision to respond an obvious one. Find the people or
companies you can add the most value to and have the greatest impact on.
If you can't solve their problem or you can't help them, they won't
respond to your messaging and they won't become your next client.
Although this is bad, I'll tell you what would be even worse. Targeting
someone whose problem you couldn't effectively solve, someone you won't
be able to deliver for, and they do become your client. That would be a
nightmare.
Best Practice: Instead of the waterboard approach of pouring all
your efforts onto just one individual in the organization, I recommend
the top-down waterfall approach of reaching out to multiple decision
makers in the organization. If you don't get the response you were
hoping for from one individual, you still have other irons on the fi re
at that company. This will dramatically increase your responses. The
reason for the top-down approach of reaching out to higher level
executives is also recommended because you will often get bunted down to
the person that is responsible for handling that task. When you reach
out to that individual and explain that their boss's boss suggested you
meet with them, that becomes a relatively easy meeting to get. On the
other hand, attempting to do this in re-verse and telling a higher-level
executive that they should meet with you because a lower level employee
suggested so, will not nearly have the same effect.
Vehicle:
We have many different delivery vehicles to choose from and deciding
which to use often depends on the size and complexity of your sale. If
you are trying to generate leads to reach small business owners, it can
be as simple as only using cold email or LinkedIn for prospecting. If
you're trying to get meetings with C-Suite executives of large
corporations, you may have to use a combination of those, plus direct
mail, telephone, digital marketing, and even singing telegram. I'm not
suggesting the last one but the more you touch your prospect using
different vehicles, the better your chances of achieving awareness. This
is the first stage of the AIDA Model: Awareness, Interest, Desire,
Action.
Even with all the excitement surrounding cold email, the reality is
it's just another vehicle. At one point, direct mail was the go-to
vehicle until that became oversaturated and the term 'junk mail' was
born. Cold calling was all the rage until people got tired of
'telemarketing calls'. Just as quickly, cold email is being abused and,
just like fifteen years ago, more and more people are talking about
getting spam. At George Athan MindStorm, not only do we incorporate cold email into
all our clients' campaigns, but we also use LinkedIn in a specific way
to prospect, because executives that are on LinkedIn hardly get any
other messages in their InMail box. As an added bonus, LinkedIn also
sends an email copy of the message to the user with almost 100%
deliverability to their inbox.
Best Practice: Contact your prospect using multiple vehicles.
Consider both the value of the meeting and the potential profit from the
sale and adjust your spend accordingly. For big ticket sales and high
value meetings, consider adding 3-Dimensional mailings to your campaign.
These are physical items being delivered, which require uncommon
mailing packaging. Sending someone a FedEx package will have a
completely different effect, thus response rate, than sending a regular
envelope, even when the exact same letter is inside. Start with easier
and cheaper vehicles and then escalate to more expensive,
attention-grabbing methods over time and touches. This will enable you
to capture the low hanging fruit and secure many meetings at a lower
cost per lead. This is an important strategy considering we are building
a system that we will scale to manage volume.
Message
When we're talking about the message, we're talking about the
language used to communicate with a prospect. This can be everything
from the copywriting of your landing pages or direct mail letters, to
the telephone scripts your salespeople use. The message is what connects
the benefit of your product to the target audience you're reaching out
to. This is another vital component to your lead generation process
because regardless of the vehicle you're using to connect with a
prospect, without the right message you'll never move them through the
next phases of the AIDA Model - Creating Interest and Desire for your
services, eventually getting your prospect to Act.
When we talk about systems, we mean processes that can be repeated
to get predictable results. To achieve this, certain things have to be
constant so that they produce results that are consistent and therefore
can be relied on. One of these constants is the message. How can you
predict with certainty the outcome of a campaign if the message changed
every time? You couldn't. The more variables that you make constant, the
more you can rely on your expectation of the results. Even yet, with
all things being the same every time, responses change because people
change. What works today will not necessarily work tomorrow. With this
much uncertainty and constantly moving targets, it would be impossible
to generate predictable results with a different message each time.
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