Moving too quickly without taking the time to plan ahead and get in the right mindset is a sure-fire way to have your campaign fail before you even get started.
While it's easy to just push on forward with the momentum you've built up so far, take a step back and think about a few things before you move on.
By this point, there's a good chance you have an idea of how you are going to carry out your outreach: what platforms you're going to use, and what people you're going to reach out to.
A lot of businesses will pick a platform, such as LinkedIn, and perform all of their outbound through that platform.
The scalability of using a single platform for your campaign is fine but not exceptional. Anyone can have an average business. You want yours to be record-breaking.
You could use LinkedIn Sponsored Messages, which can technically scale indefinitely, but they can’t facilitate a conversation, are tough to control (meaning volume is a requirement, and the targeted prospects aren't guaranteed to tie into your campaign), and definitely do not provide you with super-strength or speed.
The reason these platforms have such a hard time scaling is because a lot of them have restrictions on the amount of messages you can send on any given day, and while exceeding this limit might not always yield any visible results, you might experience it in the form of your messages not being sent, or being sent to the spam folder.
This is why we believe the only guaranteed way to approach outbound is with an omnichannel mindset.
You have big plans for your business and want to scale your outbound and make some serious cash. It's necessary then that you utilize multiple platforms for your messaging; we mean using LinkedIn, email, cold calling, carrier pigeon, smoke signals.
More is better.
You want to get around the soft cap these platforms have in place.
More work for certain but more work gets you the results that position you with the cream.
Adopting this mindset, LeadRoll is able to consistently and confidently generate anywhere between 2,000 to 4,000 potential leads per month, time and time again.
2,000 to 4,000 qualified leads. Every month.
With that many leads to choose from, growing your business becomes child's play, and it all comes down to following a systematic approach combined with a proper mindset.
There's also a few other things you want to keep in mind before you begin your outbound, all based around your mindset and knowing what to expect before you get started.
Synergize. Make your teams work in sync.
Sales and marketing are departments that are too often misunderstood. Thought of as two separate entities completely independent of one another, and it's easy to see why.
Sales sells the product. Marketing promotes the business.
These departments are two sides of the same coin, the coin being the entirety of the sales process from start to finish.
Taking a cold prospect from initial contact all of the way to being a paying customer requires a lot of effort, a process that's often left entirely to the sales department.
It's because of this practice that most companies have a long and tedious sales cycle.
A failure of synergy.
The length and difficulty of your sales cycle has less to do with the productivity and work ethic of your salespeople, and more to do with the utilization of your sales and marketing departments working together to expedite the sales process.
You want your leads to be excited in your offer before they even get into the sales call.
This will make the lives of your salespeople that much easier, and result in a much quicker turnaround and conversion process.
The best way to think about this is with the Seven-Hour Rule.
It takes around seven hours of interaction with a cold prospect in order to get them comfortable enough to make a purchase or big decision.
The seven hours of interaction can be accumulated through anything, and the least efficient way to get this exposure is through a seven hour sales call.
The most efficient way is through bullet-proof marketing.
The energy it takes to turn an ice-cold prospect into a full-fledged raving customer is immense.
This requires around seven hours of time spent with the customer. Seven hours of interaction. Talking with you, talking about you, reading your marketing content, watching your videos. For at least seven hours.
Seven hours before the prospect is ready to trust you enough to crack open the wallet and part with their money.
This is the primary function of your marketing department during outbound.
You want them to create helpful and positive content that will get people interacting with your brand.
Ideally, this content should answer any doubts, fears, concerns, or false beliefs your prospects might have in regards to your particular offer or industry.
You could create an eBook that explains how you grew your business, a webinar about the importance of something specific to your industry, or even a YouTube video where you answer some frequently asked questions.
Anything to get your prospects reading or listening.
Investing in marketing is so important and crucial to your sales success that without it, you’re sunk..
You want to get as much information out there as possible, the more you create, the more likely it is to be seen.
The more your content is seen, the more likely you are to generate new customers.
Marketing is used to engage the prospect, educate them, begin to create the status delta you’ve already cultivated, trigger emotional responses to the possibilities, and instill a sense of curiosity and desire in the prospect.
Of those seven hours, 2-4 of them should be done for you before you even speak to them.
Sales is used to take that curiosity and desire and seal the deal.
Train your team and understand the interdependence of their departments, they will become warriors of the entire prospect journey.
Now that you have a good understanding about how different sections of your business work together to achieve a common goal, we want to dive more into how to go about approaching some specific channels such as email, and how you can use them to their fullest potential.
Most importantly, we want to teach you how to avoid ending up in spam.
Spam is the enemy. We destroy spam.
This process is “Deliverability & Process Infrastructure.”
Email is a much more scalable platform to conduct your outreach than other methods, but with it comes many more challenges and learning curves that you have to understand in order to use it properly.
Not only will you have to learn how to flawlessly handle your DMARC, SPC Records, and SMTP, but you will also have to spend a large majority of your time preventing your messages from landing in the spam folders of your prospects.
It's not only easy to end up in spam, but likely.
Unless you take the necessary precautions and steps to avoid ending up there, there’s a good chance your messages aren’t going to be getting read.
An unread message is like yelling into a bag and tosses it out the window.
Even with proper preparation, you'll still sometimes find yourself there anyway, and you need to have a plan of action for when that time comes in order to get yourself out.
This is the hidden enemy of cold emailing, and is a sure fire way to stunt your growth as a business.
There are plenty of ways for you to end up in the spam folder, some of the most common being:
-Use of "spam" keywords such as help, discount, sale, or urgent.
-High volume of bounced emails (emails sent to invalid addresses).
-Low engagement (your emails aren't being open or responded to)
The first is simple to avoid as long as you pay attention and have monster copywriters.
The second can be avoided by ensuring your information on your prospects is accurate and up-to-date (Lead List Development).
The final problem is tough.
It's not up to you whether or your emails get opened or not.
If you're not aware of your sending habits, there's a good possibility that your spam rate can raise up to 50% or more.
That's half of your prospects that aren’t seeing your offer, which means you can kiss half of your sales goodbye.
First, you'll want to create a burner domain, an email that you only use for your outbound.
For example, if your domain is Venturetactics.co, you'll want to create Venturetactics.net.
This way, if something happens with this email, like getting blacklisted, it won't affect your ability to contact your current clients and send out transactions.
Then, you'll want to do what we like to call "warming-up" the address, and we don't mean starting off by sending 10//20/30 emails a day
As a rule of thumb, for the best results and lowest spam rate, you'll want to have at least 50% of your daily emails as conversations that are being opened and replied to.
If you are sending out 50 cold emails a day, you also need to be sending 50 emails to other addresses, ones that are getting opened and actively responded to.
If you're extremely lucky, you could just hope and pray that 50% or more of your emails are actually performing like this, but the odds of that happening are slim-to-none, especially for a cold outbound campaign.
Plus, it would be pretty irresponsible to leave the success of your campaign up to chance.
As you can imagine, finding a way around this hurdle is no easy task.
You could send emails to people you know, actively engaging in real conversations, hoping they respond consistently, but if you plan to scale this process to 200 or more emails a day, upholding that many conversations with that many people is going to become increasingly more difficult to maintain.
Alternatively, you could have everybody in your company create a separate burner email that they use to artificially create conversations, but again scalability might make doing that pretty difficult.
Here at LeadRoll, we've actually created a fleet of emails, from providers all across the world, and use them to artificially create conversations back and forth.
This makes it look like people really value the information we send out because they are opening and responding to our emails.
Using this method we've gotten spam rates as low as 0.05%.
Yes. We rock.
Even doing this perfectly (if you can do this at all), there's still a chance you might end up in spam at some point, and it's up to you to keep track of when you are there and which provider you are there with.
You might be on good terms with Google and Yahoo, but Hotmail has you at a 35% spam rate.
It's up to you to figure out why you're there, and how to get out.
Maybe not enough of your emails are getting opened.
Are your subject lines too much like a car sales pitch?
Maybe too many people are reporting you for spam, maybe you should reevaluate who you're reaching out to, is what you're offering relevant to these prospects?
Whatever the reason, be ready to adapt and make changes when necessary.
If you can solve these problems and stay out of spam, you can cold sell.
Everybody uses email, and if you land in their inbox with a relevant offer and message, you are going to have super-hero level effectiveness.
It all comes down to a science, and there are more ways to do this wrong then there are to do it right, but doing it right is possible.
It just takes a lot of time, patience, and willingness to adapt.
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Once you realize how to effectively use your marketing and sales departments to work together and have a plan for how you're going to reach out and stay out of spam, it’s important you take the time to set realistic expectations, and know what you’re getting into.
Before you can truly say you're ready to begin your outreach, you need to have the right mindset, and make sure your expectations are realistic.
Rejection is a part of the battle-plan. Only the strong survive.
The key to getting past this is to not take it personally, and to keep your eye on the goal.
Consider this is a filter for those you don't want to work with.
Out of hundreds of outbound campaigns for hundreds of clients, we can't think of a single one that hasn't had a few prospects insulting the sender.
Everybody has an opinion, some people just hate the idea of being sold to. It's best to move on to people who are actually interested in your offer.
The goal of outbound is to utilize high-volume selling to separate the wheat from the chaff, find those that are interested in your offer and ignore the rest.
This is a numbers game.
Not everybody you reach out to is going to end with closing a sale, but the more you reach out, the more chances you have to make that sale.
You miss all the shots you don't take.
It's also good to keep in mind that you're playing the long game.
Outbound isn't something that shows immediate results.
You might not see big sales for weeks, months, or even years--just keep that in mind and try to be patient, especially if you plan to keep your business around for the foreseeable future, you're going to need to plan your strategy around these longer-term horizons.
Great sales initiative can take time to work, and time is the only thing that can allow you to test/iterate, and make data-driven decisions instead of gut feeling reactions that may or may not achieve the desired result.
Short term thinking also tends to lead to shortcuts, and shortcuts sabotage effectiveness, and this short-term mindset that leads to these is the number one cause for failure.
Short term thinking destroys long term success. Every time.
Having the mindset that you need to be profitable from day one, or expecting certain results without taking the time needed to see success and let iteration do its job will often lead to an early end to your campaign, and a net loss in your investment.
People get very emotional about their money, and it's extremely hard for most business owners (even seasoned ones) to be patient and let the process play itself out.
This is particularly relevant if there's a long sales cycle and it takes several months (or even years) to see a return on the investment in the form of cash and not just traction.
A bad mindset can also lead to bad expectations, and bad expectations can lead to a sunken cost, simply because you didn't give the process enough time to work itself out.
You need to base your expectations on the math you did, as well as what's realistic in terms of a time frame for your monetary goal.
For example, if you have a goal of reaching $1,000,000.00 ARR -- but in order to reach that goal you need to scale the process 10x and you only have the budget for a single sales person, you can only reasonably expect to achieve 1/10th of your goal.
Realizing this is all part of the process early is a great way to not become frustrated with your results.
The last thing you want to do is quit before you even get started.
Ensuring that you have done proper math and figuring out your expected ROI is the first step in helping you see the bigger picture.
Once you have adopted this mindset, as well as prepared yourself to face the coming challenges, you’ll be ready to start the outreach itself.
By this point, you should not only have all of your math figured out, but you should also have a list of well defined, highly-qualified prospects that you can begin to reach out to.
With these ideas in mind, you’re ready to start moving forward and planning your messaging and outreach.
The cave sure seems small now, doesn’t it? You can practically feel the warmth of the sun shining on that incredible success you can see in your mind.