Outreach campaigns have always been a part of marketing, but how outreach is conducted has changed with technology. At one time, you would have to conduct your outreach by telephone or even in person, but today, you can do it through email, on social media, or in other ways that don’t require you to actually be there when it happens. While these advances have made outreach more efficient, you still have to monitor your efforts to maximize your success in every outreach campaign and know the elements of a successful outreach strategy.
Know Your Contact
Knowing who to reach out to in a company is probably the most important element of a successful outreach campaign. If you send your email to the wrong person, you aren’t going to get the results you want. For this reason, you must research the role in a company that is an influencer or a decision maker when it comes to choosing your product or service.
An influencer is the person who can convince a decision maker that the company needs your product or service and of course, the decision maker is the person who can make the purchase happen. Ideally, you can send your outreach message to both of these roles, but if you aren’t able to identify one or the other, at least make sure you are targeting at least one person who has the power to get you in the door.
Write an Intriguing Subject Line or Title
Since most of your email won’t be seen in an inbox, you must come up with an intriguing subject line to get people to open your email. The same goes for social media posts. Your title is important because it either lures your prospect into reading more or it doesn’t. And if it doesn’t, your efforts are wasted. The subject line or title should be succinct and easy to understand so that eyes that are just skimming their inbox contents will be prompted to stop and read more or open your email.
Personalize Your Message
Generic messages aren’t going to get the job done. You want your prospects to feel like you’re speaking directly to them in your email or social media message, just like they would if you spoke to them on the phone or in person. This can be tricky because everyone knows that marketing emails are boilerplates to some degree, but by adding a few personal touches that can be merged with your email or message, you can demonstrate that you understand their business and have a solution for their pain points.
Demonstrate Value
Prospects get tired of being pitched all the time, especially by companies that don’t show that they have what the prospect needs. In any outreach effort, you must quickly and succinctly demonstrate that you can help them do their job better, which is what all prospects really want. You can even include links to exclusive content to provide more value as well, which works well as a call to action.
Conclusion
Outreach can be challenging, but if you incorporate these elements of a successful outreach campaign, you’ll be more than pleased with the results.
