Down with the dreaded “cold call”
When it comes to the “cold call” experience, it is not clear who dreads it more, the customer or the business. Although cold calling can lead to may potential clients and sales, it is by far the toughest sales tactic albeit a sometimes successful one.
While many companies are no longer cold calling, for the ones that still need to utilize this method on some level, we have compiled a how-to guide of warming up those cold calls using optimization or SEO.
First and foremost, let’s break down what a cold call is and what it isn’t. A cold call is typically defined by a business making an unsolicited call by phone or person, trying to sell a product or service.
The word “cold” is used because except for basic information, like a name, number and address (all of which can be incorrect) your lead is unknown to you in any way. Luckily, this type of cold-calling which relied on statistics and Wolf of Wall Street like showstopping sales techniques is on its way out. Instead, opt for cold calling techniques that really work.
Today, people are seeking a curated, personalized experience. Your customers want to be understood and feel your service or product speaks to them. Clients are looking for transparency, not a hustle. That being said, lead generation can often feel cold, but, thanks to the awesome world of SEO, you can create a warm call that holds real ROI (return on investment).
Tips to Warm Up Your Leads with SEO
As mentioned your customer wants to be curated, so your SEO keywords need to be curated. First, understand who your potential client is. Like all lead generation, it’s about quality, not quantity, spending 5 hours carefully curating 100 emails, will produce better results than a 10,000 email generation, based on some random data.
Here is an example for a software company selling interior design software that costs about $100 a month. The first way you can narrow down your customer is by looking for who can and will utilize your service the best. Ask yourself the following questions:
- Is my customer a beginner or seasoned professional?
- Does my cost for the product create inclusivity or exclusivity?
- How often would my client use this product?
These questions and others will help you speak your clients' language and target who will purchase. At the end of the day, true conversion is about solving your customers' problem and maintaining that experience. So, back to our interior design software that costs $100 a month, your keywords will help you weed out people that won’t or can’t use your product.
In a Nutshell – Be Practical
Students who are new to design and can’t afford this sort of investment for a product and can’t use it for their studies are not your demographic. Also, large corporations who have created their own design software, apps, or programs will most likely not want your tool. This leaves us with the middle market. A majority market who given the right contact information and content, can and will become your customer. Overall, your “cold-call” should be as warm as possible to ensure every investment you make is worth it and sees a positive return.