How to Grow Your Agency Using Cold Outreach Email
Alex Berman is the founder and COO of Experiment 27, an outsourced marketing department for digital agencies. In this episode, Alex shares how you can grow your agency using inbound for cold outreach. These tactics enable inbound agencies to keep their sales pipelines full.
It all comes down to focus. If you’re trying to shoot 15 different moving targets, it is going to be very hard to grow as an agency.
Selecting a narrow focus helps you in three ways:
1. Get to Know the Target Personas Inside and Out
There is no better way to profit from an audience than listening first. When you select a focus, you can start listening to the pains of that audience. You get to know their businesses, industries, norms, and schedules. Getting to know personas this well fills your content creation backlog with unlimited ideas.
2. Create Targeted Inbound Content that Answers Their Questions
Winning with inbound content is a laser game, not a shotgun approach. By narrowing your focus, you can create content that speaks directly to the needs and pains of your target audience. This gives your prospects the feeling of “How can you read my thoughts like this?”
3. Build Prospecting Lists for Cold Outreach
Alex is a big fan of cold email. With a little digging, you can create a targeted list of companies that fit your niche criteria. Since you focus on serving that niche well, you already have content created that speaks directly to their needs. Instead of leading by asking for their money, you lead by asking how you can help them out.
A good example of an agency that models this well is KlientBoost. Jonathan decided early on to focus on adding value through his cold outreach emails. It took time, but it brought results. Read Jonathan’s full story on Grow and Convert.
Alex suggests creating case studies with your most successful client stories. Then use those case studies as conversation starters with your cold list.
Learning More from Alex
- Twitter: @alxberman
- B2B Sales Training Videos for Agencies on the Experiment 27 YouTube channel.
- Free Sales Training Courses from Alex
