So you’re looking to do a cold outreach campaign, but you don’t know exactly where to start. It’s a daunting task if you’re just setting forth into the wide world of outbound email, but don’t worry, it’s manageable and simple.
Start small: divide your large project into small, simple steps, and nothing will seem impossible.
So what’s step one then?
Manage Your Own Expectations
Setting realistic and attainable goals for your first campaign will be the foundation of your entire outreach process—and by extension, your entire sales and marketing strategy going forward.
The first thing to realize is that you’re probably not going to do so well in your first campaign. Don’t promise yourself or your team a massive return on investment right off the bat. At least, not ROI like you’d assume. The real benefit is going to come in another form.
The second thing to realize is that you’re first foray into cold outreach is going to be amazing. Yes, amazing. Remember: this is all about perspective. Just as with everything in life, if you approach a situation with the right perspective, you’ll always come out on top. Your first outreach campaign is going to teach you a ton about your product, your market, and your ideal customers.
Your Product
A good cold outreach email is short, sweet, and to the point. It forces you to boil down your product or service into bare bones essentials. Doing this, you’ll learn even more about your own product or service: what’s the most important part, what about it resonates the most, and what points to stress.
Your Market
If you didn’t quite know your market before your outreach campaign, you will now. You’ll learn what doubts people have about your product, other competitors in the market you may have never heard of, and if your offer really meets the needs of the consumer base.
Your Customers
Your perspective of your an ideal customer profile may shift as well. At OutboundOps, we sometimes find that our client’s message resonates with a slightly different crowd than what was originally expected. You’re going to learn things about your market you wouldn’t learn anywhere else. Don’t be discouraged by negative responses—learn from them instead. There will always be people who are having a bad day and may take it out on you; just let it go, wish them well, and move on.
Analyze what’s working, what’s not, and who your best targets really are. Play around with messaging, perform experiments, and have fun with it!
If you properly manage your expectations, your first outreach campaign will be less stressful, more rewarding, and a valuable use of your time no matter what the outcome.
