How can a small business reach out to customers?
In recent seasons, we have been looking at how a small business can attract customers through Internal marketing. Inbound marketing is the process of creating content in various formats that help attract customers. Inbound marketing is an effective long-term marketing strategy for small businesses and should be part of the company’s marketing plan.
There is a second type of marketing called Outbound Marketing that small businesses can use. As the name suggests, this is a way of reaching out to a total stranger and telling them what your company has to offer. Your offering could be a product, service, or even a collaboration. Since you have never contacted this person before and they have no idea who you are, this process of communicating with them is called Cold reach.
The purpose of a cold call (as with any other marketing strategy) is to identify a potential buyer, then reach out to them through calls, cold emails, or social media, and guide them to a purchase decision.
Cold broadcast can also be used to build brand awareness. A dedicated cold outreach strategy for brand awareness will ensure that you target specific people or companies with your brand. But, brand awareness doesn’t mean spamming strangers with your latest poster or sending them a discount offer. The goal here is to allow the stranger control of taking an interest in your brand. Asking them to respond to something that doesn’t require a lot of effort is a good start. Cold reach followed by brand awareness has a better impact on the person.
Let’s take an example. You get an email or a call from a company you’ve never heard of, and you get another email or a call from a brand you know. Which one are you most likely to respond to? Obviously the ‘well-known brand’ over the ‘never heard of company’, right? That is why brand awareness is important.
I really like a tactic. Sometimes my connections on social media ask me for my opinion about your product or service. They ask me because I am probably their target audience. You may not be aware of these connections, but when they ask me for feedback, I like to respond. But to give you feedback, I am curious to know about your product and company. So I take the time to do a little research on them. In this way, they have achieved their goal of brand awareness. What started with a cold approach through a business connection ended with brand awareness. This is called Prospecting strategy.
Throughout this blogging season, I will be covering different aspects of cold broadcasting. You will find that turning a stranger to accept your offer requires planning and a lot of patience!
These are the topics that we will analyze.
- Networking in marketing to grow your business
- The Startup Network Challenge: Get New Leads
- How to launch smartly in business network groups?
- Can Cold Calling Really Help Build Your B2B Network?
- Approach your social media marketing strategy the right way
- The biggest networking opportunity is in your inbox!
- Using Linkedin for B2B marketing
The Art of Cold Reaching
Like I said, cold reaching takes planning and patience. Here are some tips to remember when adopting this strategy for your small business.
- Understand the purpose or goal of cold reach: The purpose of cold diffusion is very simple: build a connection with the person. If you don’t accomplish that, then the stranger is not interested in hearing from you, much less buying from you. People buy only from those they trust. So, first and foremost, build a relationship with the stranger.
- Define your ideal clientBefore approaching someone, learn about them as much as you can. This does not mean that you collect personal information about them, rather it means that you can see if they are suitable for your product. If they fit, you can tailor your message to them to align with what they require.
- Generate report: A common mistake companies make is asking too much of the stranger in the first communication. Send them a link to a website, talk about your product, its features, etc. It can be very overwhelming to a stranger and will instantly put them off. Instead of being too salesy on the first conversation, spend some time building a relationship.
- Short and direct is betterBuilding on that, keep your conversation short and to the point. Remember not to oversell your company and product in the first message. Please respect their time and just ask them a simple question in the first message.
- Always follow up: If you’ve messaged someone and they haven’t responded, it doesn’t always mean they’re not interested. They may be busy or want to consult your company before answering you. Also, since they don’t know you, they may not feel compelled to answer the first time. In all these cases, it is perfectly acceptable to send a follow-up message to ask if they are interested. If they aren’t already, you can close that discussion.
- Measure your performance: You should have a clear and measurable result from this cool scope. Are you reaching out to people to drive sales, invite them to a demo, or partner with you? When you have it clearly defined, you can keep your focus on results. You will be able to tailor your message to each person so that you can turn them into that action.
Now that you have an idea of what cold reaching is, let’s dive into specific strategies. By the end of this season, you will be able to use this technique effectively for your business.