SOCIAL SELLING ACCOMPANIES OUTBOUND MARKETING
Before the appearance of e-mail, so that companies could make their products and services known to their B2B clients, many actions were carried out by letter, telephone, fax and/or telegram. Those were along with cold call as one of the most used techniques. It is also true that with those tools they forgot about some ease on how to send them more than one communication. If they did not do it, the commercial strategy was based on “non-stop calls” until someone told us, ‘It does not interest or It is not found or It no longer works here or …’
Generally, most of our decision-makers (that counting that after so many calls trying to find the decision-maker, we finally have managed to find them), as a general rule, we would get something like ‘Interesting. You send me more information and I study it in detail. I’ll tell you something’. Obviously, after that, you need to keep calling until you convince or else, the door is closed.
Outbound Marketing mainly serves to put us in contact by e-mail with our target audience in a cool way and adding value. Adding value? Yes, because with our Outbound techniques we can anticipate a potential interest. It’s about being able to capture attention in a short period of time and save our potential clients a barrage of constant cold-door calls.
With Outbound Marketing techniques it allows you to “kill 2 birds with one stone” and be the best “hunter in the jungle”. Why?
1. If you have carefully built your database, you send your business proposal directly to the appropriate buyer persona.
2. Do not get in contact with one potential client but with several at the same time.
3. Send the information in a more specific way and with the main beneficial arguments of your product and / or service.
4. Your interlocutor’s response can be almost immediate: “Yes, I’m interested” or “I’m not interested.”
5. You manage your time and that of your potential client more efficiently. Therefore, being your cold calls, more efficient too.
6. You can also incorporate some potential customers whose answer is “Interesting, maybe later. You keep me updated ”. You improve your sales process, in addition to managing your funnel.
Perhaps in this kind of view, you may find a good approach to the following video:
And what does Outbound Marketing have to do with Social Selling?
Well, quite a lot actually. In addition to the 6 points mentioned above, if we already have a curated and updated our database, we need to start our Outbound Marketing campaign X, not only through e-mail techniques but also through LinkedIn. The corporate social network LinkedIn is the best option if we are dedicated to selling between businesses (B-2-B, Business-to-Business). Not only do we get better professional visibility and credibility for our Outbound campaign but a better engagement because we are a ‘public profile’. Being able to contact cold-door through LinkedIn first with the appropriate Social Selling techniques, we will be able to streamline and update our campaigns and databases more efficiently. It is true that many profiles do not want to use their corporate emails on LinkedIn for various reasons, but we can always ask them for their corporate details through there for professional purposes only.
To summarise, the combined use of the LinkedIn network and Outbound Marketing techniques help us to dynamically configure our commercial funnels, cold-door email marketing campaigns more efficiently and gain productivity when it comes to capturing the attention of our potential customers.
If you need to know more about cold calling, I would strongly recommend the fellows of Predictable Revenue. I believe this company has brought a lot of insight and helpful tips in what’s good practice on Outbound and Cold Calling strategies. I will leave you with some helpful links:
PREDICTABLE REVENUE YOUTUBE CHANNEL: https://www.youtube.com/channel/UCaQX8Um5FmYKfDFZO8a9vyw
Furthermore, if you’re still a bit lost, perhaps Aaron Ross book might help you:
Check out ratings of the book at https://www.goodreads.com/book/show/12688360-predictable-revenue