Listen to warm up your cold outreach, get traction on your YouTube videos for more leads and balance automation with the personal touch…
Warmer cold outreach
Maybe it’s the bubble I’m living in but it feels like cold outreach is a big thing right now.
Could be the wave of affordable SaaS tools for finding prospects and sending emails that has made it popular. And increasing costs for paid traffic is driving people to find alternative ways to win new business.
Anyway, there are right ways and wrong ways of doing cold outreach and in this episode of Growth Marketing Toolbox, Mark Colgan offers some tips from his marketing agency experience.
- Don’t use your main domain for sending emails. IF you start getting flagged as spam, it’s going to affect your normal day to day email deliverability as well. Instead, get the same name on a different TLD e.g if using .com then get a .co or .io. And don’t use a free email like gmail to do cold prospecting – looks unprofessional and you’ll probably get our account shut down.
- Don’t go in for the sell straight away, start a relationship. Offer some form of value as prospects know they’re being sold to. Create content based on what your ideal customer would want to consume.
- Use personalization. Including first names in subject lines works well. If you have a high value product, personalize each individual email. For lower value products, use merge tags with data enriched from (for example) Linkedin.
A final idea I got from this episode is a cool way to keep track of changes in your buyer personas (in B2B). Set up job alerts for the job roles and industries you’re targeting and look at what new skills and responsibilities are being asked for.
When you see patterns forming, create your content around these new characteristics.
Time to get around to YouTube
Flywheels must be in fashion – hearing that term on a few podcasts in the last week or two. It’s the new sales funnel 😄
This episode from Hustle & Flowchart is a great lesson in using YouTube for lead generation by working with the algorithm to maximize views on your videos.
YouTube is the number 1 platform for “how to” content and the number 2 search engine.
So, if you’ve been putting off starting a YouTube channel, or taking your existing one seriously this podcast is going to leave you with no more excuses.
- The flywheel concept uses short interlinked videos that are bit like “micro dates” with the viewer, building familiarity and trust. Psychologically this works better than a single long video.
- YouTube penalizes videos that take the viewer off the platform. Any external links in the description or in the video will stop the video from getting as much organic traction as it could. Use a separate offer video outside of the flywheel to take someone to your content off YouTube.
- There’s no rocket science to getting your content in front of people initially (top of funnel) – good keyword research, competition analysis and good content that answers your audiences questions.
Don’t forget the personal touch
Automation in Moderation
Amanda Holmes (CEO of Chet Holmes International – sales and marketing consulting) doubled her company’s coaching clients 2 years in a row by going heavy on marketing automation.
But, when webinar show up rates halved, she realized that there needs to be more one on one interaction to balance the automation.
- People want to engage with other people. However, on average in Amanda’s business, they’ll consume 5 pieces of content before they do. You can use automation to control the narrative and get them to the point where they are ready to talk to a sales person.
- Blending sales and marketing becomes easier when there is a single core story that is used across all channels by members of all teams.
- Find the balance between automation and one on one interaction. Go to trade shows, talk to prospects on the phone, engage personally on their social feeds.