How are your marketing efforts as 2022 is about to end? Have you hit your goals? Did your sales increase? Did you get more customers? Have you tried and explored other tactics? Know this – if you want your business to keep thriving, you should connect with other people, even if they do not have any connection with your construction business.
To connect more people and improve your overall outbound selling, you must master the cold outreach game. This is one of the most effective ways to make your business heard and initiate conversations with different people.
In this blog, we will cover everything you have to know about cold outreach and share some of the best practices you must follow in 2023. We hope you can start changing your ways to reach more audiences and bring in more qualified leads to your sales funnel by simply implementing these tips we will share with you. Let’s dive in!
What is Cold Outreach Anyway?
As a form of outbound marketing, cold outreach focuses more on reaching out to prospects with whom you have yet to have a previous relationship. The goal is to connect with these people and introduce them to your services/products. Cold Outreach is usually conducted via email (cold emailing), LinkedIn, cold calling, or by merging various communication channels (also called multichannel outreach).
A B2B business like yours should take advantage of cold outreach. And all outreach campaigns you are developing should be well-thought and must align with your company’s goals and needs. Suppose you manage to pull off a well-planned and well-executed strategy. In that case, whether you do it on your own or you partner with the best agency that offers many digital marketing services, you will reap the following benefits:
- Cost-effectiveness: You do not need a specific budget to invest in ads, marketing, etc.
- Scalable: If you use automation tools, personalized cold emails and your follow-ups can reach thousands of people in just a few clicks.
- Personalization: You can personalize images and videos to make your LinkedIn messages or cold emails more attractive.
- Wider reach: You can reach industry peers and potential clients from all over the world. Reaching a wider audience means having the opportunity to expand your business and maximize networking efforts outside a particular area.
To put it simply, cold outreach offers you more effective and broader brand exposure.
Cold Email Outreach Best Practices That Boost Your Success
We mentioned already that cold outreach is conducted in many ways. And the typical cold outreach sequence involves sending icebreaker emails to your new clients and customers – which sparks a good conversation. In this section, we will focus on the cold outreach email strategy preferred by many marketers now across different industries. We share these pro tips with you to boost your success in getting more leads.
1. Determine and target the decision maker
A successful cold outreach strategy identifies and targets the actual decision-makers. This is the key point in the email marketing process since it allows you to tailor your message to the needs of your target audience and make your message more persuasive.
To determine the decision maker accurately, there are three things you should know first:
- Who is making the decision?
- What are they trying to achieve?
- What are they looking for?
Determining the right people can help you in expanding your email list. So, always target the right people, also known as the decision-makers. Know this – if you target a specific niche, you will be successful in your efforts. If you can’t figure these things out alone, the right agency can. Digital marketing agencies today offer the best construction marketing solution for any of your pain points.
And if your greatest concern is email targeting, trust that the agency has the best team to help you clearly define whom to target and break it up into different personas.
2. Make use of a disarming subject line
The first line or headline of your email subject is the most important part. In fact, the subject line is the headline of the email outreach. Subject lines are what everyone sees before opening an email. Therefore, ensure your subject line is catchy and enticing to capture your target audience’s attention.
Disarming the subject line is one of the most commonly used and successful other options. This type of headline is usually used to disarm your target audience and make them more receptive and all-embracing to what you have to say. “I have been thinking about you,” It sure has been a while since we talked last,” and “I feel like we have been completely out of touch” are some of the great subject lines being applied today by almost everyone.
In construction, keeping a professional tone is a must. We assure you that using and taking advantage of these lines will do good on your behalf.
3. Get personal
No one ever wants to get the same email templates and messages as everyone does, especially if the goal is to offer something “exclusive” to your target leads. Personal emails are better since they will indicate that they are sent directly from you (person) rather than your company.
Always show strong interest in getting to know the person who currently represents the company. This is necessary for several reasons. As a starter, we suggest you send it to a personal email address as it increases the chances of your recipients opening your email. One way or another, it looks like a private message from you toward them.
4. Be Straightforward
Every word has weight, and the more words you put into your email, the less likely it is that the recipient on the other end will read it. That is why it is crucial to keep your emails brief and straight to the point to avoid clogging your emails with unnecessary words. Follow the three key tips as a guide:
- A brief introduction of the service or products you offer
- An overview of the top benefits it provides
- A call to action
To put it simply, you must aim for a brief outreach email with at least two follow-up emails. The follow-up emails aim to obtain information after hitting a point in the customer journey. When writing these emails, always remember to:
- Explain why you are sending the emails
- Add context by mentioning a previous interaction with them
- Include a compelling CTA or Call to Action
If you need help with this, you can partner with a construction marketing company. An agency has top experts who can craft the perfect emails for you. They offer to create promotional emails that generate strong interest in your construction business and the services/product it offers.
5. Determine the pain points
You may only lose potential prospects if you can make a hook that pushes them to read your emails all the way through. Hence, you should first determine a particular pain point your prospect is going through and then showcase a solution to help them with your services/products.
One of the best practices for this is to create emails with certain content formats already known to produce content that will answer important questions. Here are some examples:
- Break down the strengths and weaknesses of the services/products you offer.
- A selection of the “top construction services” or “top products.” Do a quick survey of your audience about their options and explain why your service offerings are the best.
- Showcase the value-versus-price breakdown to your target recipients between your service offerings and your major competitors in the market.
6. Add Compelling CTAs
A Call-to-action button is proven to increase cold email response rates. In addition, it encourages your prospects to perform a specific action they will benefit from. However, we do not encourage you to fill your emails with CTAs because too much is not good.
Ask yourself first, what actions do you want your prospects to take? And once you have an answer to this question, it will become much easier to place your CTAs button perfectly. For example, you may write something like this – “Only one day left to avail our discounted [construction service/product name]” or “20% discount for the first 20 customers.”
Create the Best Cold Email Outreach Strategy with Us
You can reap many benefits by taking your cold outreach campaigns to a different level. The email outreach best practices we share with you above are the ones that will help in making your emails stand out. But if you want to go to a new, different level with a guaranteed result, partnering with one of the best construction marketing agencies should be something you must do now.
ConstructionMarketing.io is a top-notch agency and one that leads, amongst others. We continuously make our name in the market and strive to offer our dear clients and prospects the best service.
But most importantly, we know that creating effective cold email outreach strategies often takes continuous optimization. Hence, our top cold email experts are ever-ready to help you develop the right campaign – allowing you to reach an audience on a wider scale and close more deals! The construction marketing services we offer drive solid success for your business.
Our shared goal as a team remains the same – to help you level up your online marketing efforts and your campaigns.
Contact us today for more information. Trust that we can turn every marketing campaign of yours into a lead-generating sales machine.