Podcasts

Generating B2B Leads Using Free Strategies with Wandile Shabangu | Ep #15

By August 28, 2020 No Comments

In today’s podcast, I sat down with Wandile Shabangu to discuss B2B outreach and how it can be done effectively.

What does the word outreach mean in the marketing world?

 

Outreach is the art of initiating an engaging conversation with prospective clients, to set up a meeting and not pitch an idea.

You want to make sure you start the conversation that is already happening inside the mind of a business owner, by finding a solution to their problem.

Who can start an outreach campaign?

 

If you are a business owner, this is for you. Anyone can do it, but you need to be mindful of your market.

Specifically, what service do you provide and how can it help a business owner?

Outreach is something that can work on a B2C (business to customer) basis, but to make an impact, you want to aim for other businesses and not individuals.

What is the best place to start in terms of channels?

 

Firstly, you want to find out where your market is spending most of their time.

If it’s on Facebook, focus your energy there and find a suitable strategy.

However, it would be best to start with emailing as your starting channel, because business people check their emails every day.

What should you consider when starting an email outreach campaign?

1. Start creating burner accounts.

 

A burner account is an alias email address.

Do not use your primary email account because when people first start using email campaigns, they tend to blast emails to an entire email list without any practice.

By doing so, you run the risk of people flagging you and reporting you as spam.

Once you flagged as spam, future clients may not see your emails and getting your email address back is quite tricky.

Whereas if a burner account gets reported as spam, you can create a new one.

Continue to do this until you find a message that works for you.

Warm-up your emails. The receive, send, repeat mantra.

 

Go to any site and sign up for a newsletter, this allows you to receive daily emails, which will show your service provider that you are not a spam account, but a legitimate account that receives and sends emails.

You can also send emails between your burner accounts to better your legitimacy.

Sending the actual mails: Where do you start?

Subject line:

 

Your subject line needs to speak to the reader’s curiosity.

You aim to get them to open the mail, and you need an enticing subject line to achieve that.

For example, “Question about x”, x would be the business you are reaching out to, this sparks curiosity for the business owner because it is personal to their business.

The message:  

 

Do your research on your niche and do not write paragraphs.

The aim is to create an email that evokes a response.

Therefore, do not be arrogant and do not speak about yourself. Instead, structure your emails as follows:

1st email: 1 or 2 lines to evoke a response. Do not include your email signature, alternatively set it to “Sent from iPhone” as it makes the email look more genuine.

2nd email: Your pitch. Ensure that you only pitch your idea once you have gotten a response.

How do you find relevant email addresses?

Free way:

 

Use Google.

In this case, you would manually seek out websites from businesses you are interested in and get their email addresses from there.

Businesses that are set up on Google Maps are especially important because if they took the time to set up their Google Maps, it might be easier to pitch business ideas to these kinds of companies.

 

Paid way:

 

Use services such as D7 Lead Finder, Fivver, or Freelancer.com that scrape email addresses from all over the internet and compile them into lists for you.

D7 can get you 5000 to 10 000 email addresses a day, for a fee of around $19.99.

What would be your strategy for LinkedIn?

 

Your aim here is to create a relationship with your prospect. You would do so as follows:

What would be your strategy for LinkedIn?

 

Your aim here is to create a relationship with your prospect. You would do so as follows:

  1. Send connection request (do not add a connection message).
  2. Comment on their content. Make an effort to give your thoughts on various posts and ask a question that would evoke a response. Make sure to do this for 5 days in a row, targeting people who often post so that you can repeat this cycle. If they respond, you’ve grabbed their attention, and you will receive a notification if they view your LinkedIn profile.
  3. At this point, you send a direct message.
  4. Your first message should be a compliment or comment related to their previous posts.
  5. Ask them for their advice on something. By seeking out an opinion, you begin to stroke their ego and put them on a pedestal.
  6. Thank them for the conversation. You could thank them for their time and acknowledge that you do not find genuine discussions on LinkedIn.
  7. Wait for 2 or 3 days.
  8. At this point, you bring up a problem you have noticed them facing in their business and ask for permission to show them testimonials or a short loom video on what you do and how you could solve the problem.
  9. Ask to set up a meeting.

If the person you are targeting has no use for your services, having built a relationship with you, they may suggest referrals.

What would be your strategy on Instagram?

 

  1. You want to start with a business profile. From there, find out where your market is hanging out- for example, meme pages. If a meme page has 500 followers, that means there are 500 people in your niche that you could see as prospective clients.
  2. Follow all the people who are active in recent posts.
  3. Send a direct message. You could introduce yourself by saying you found their profile on “x meme page” and continue the conversation by talking about its content.
  4. If they follow you back, you are now able to see if they are watching your stories or liking your pictures.
  5. Reach out to people who consistently view your stories and ask them if they would be interested in what you are offering. You are welcome to make your pitch here and continue the engagement.

What would your strategy for Facebook be?

 

It is up to you whether you would like to continue with your personal Facebook page or if you would like to create a new account specifically for your target audience.

Then, you can look for different groups on Facebook where your target audience would be engaging in conversation.

Join the group, and you have access to the member list.

For example, if you were targeting dentists, you would type in “dentists” in the group search bar, and you will find various groups with dentists in them.

Continue to add value to these groups by sharing valuable content to encourage the conversation.

You can also use the 2-step email method and approach members directly, or you can reach out to admins and ask to host a webinar on the group.

Providing valuable content to groups could create inbound leads as well.

Another option would be to message peoples business pages directly, but keep in mind that Facebook only allows you to send 10 messages every hour.

Remember that when it comes to social media, you want to optimise your profile as much as possible.

People will visit your page, and you want them to know who you are and what you do, instantly.

What would be your strategy on Instagram?

 

  1. You want to start with a business profile. From there, find out where your market is hanging out- for example, meme pages. If a meme page has 500 followers, that means there are 500 people in your niche that you could see as prospective clients.
  2. Follow all the people who are active in recent posts.
  3. Send a direct message. You could introduce yourself by saying you found their profile on “x meme page” and continue the conversation by talking about its content.
  4. If they follow you back, you are now able to see if they are watching your stories or liking your pictures.
  5. Reach out to people who consistently view your stories and ask them if they would be interested in what you are offering. You are welcome to make your pitch here and continue the engagement.

Connect With Wandile Shabangu

 

Jandre de Beer

Author Jandre de Beer

In a nutshell... I'm an online marketing expert with an appetite for #entrepreneurship! I'm the Managing Director of Version Eight and a contributing author to Entrepreneurs Mag SA and SME.

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