While browsing my LinkedIn feed, I came across an interesting video post talking about selling through LinkedIn messenger. If you want to see the full post, you can check it out here. To summarize the post, the original author was voicing her complaint of the constant barrage of 100’s of LinkedIn sales pitches she receives daily.
(I’ll instantly report you to LinkedIn for spamming. After getting hundreds of these pitches, I am DONE!) Let’s treat people like people, shall we?
While receiving cold pitches can be annoying when not done correctly, I have to disagree with auto-reporting anyone that sends you a sales pitch. LinkedIn is a platform to connect with other business professionals to further your career and build your business. Apart of that involves sales pitches.
If you’ve read one of my previous articles, you would know that I receive sales pitches through my inbox quite frequently. For that article, you can check it out here. While I do think bad messages need to stop, I believe there is a proper way to send inbox pitches that don’t annoy the person on the receiving end.
I also know that outbound lead generation isn’t on it’s way out as some content creators would have you believe. While the way to perform outbound lead generation is morphing, outbound lead generation isn’t going anywhere. Here are the reasons why.
It’s the Quickest way to Secure Leads and Sales.
Seo, content creation, web design etc., while important, all take time. According to Forbes, SEO can take 4-6 months to just start seeing results. If you’re relying on strictly SEO, unless you have a hefty amount of cash on hand, you’re going to be hurting for income before you start getting leads.
Using my own outbound lead generation, I have secured leads for myself and clients within a week after starting. That’s a huge difference when lead generation time can make or break a business. Sure, inbound can start generating leads and sales, but it’s not beneficial if you’re out of business by the time those leads start rolling in.
A good amount of small businesses can’t afford to sit on algorithms to grow. It’s better for them to go after the customers they want than to just wait around, hoping to be seen, especially in the early stages.
It Provides Better Targeting.
While SEO lead generation can have customers coming to you, a lot of the time you still have to filter and qualify those leads. You have to filter out spam bots, people that aren’t a good fit, and competitors trying to learn more about your company. Sure, you can optimize your keywords to best fit the appropriate search results but that still doesn’t eliminate the problem. And with 52% of online traffic being bots, it can be easy to see why having more control over who you talk to is beneficial.
With outbound lead generation, you can target the exact company, title and even a person’s name that you want to reach out to. You already know they are qualified, that they aren’t competitors and that they are real people. All you have to determine is if they are looking for your product or services, which is something you have to also do with inbound lead generation.
I don’t have to spend hours formatting my copy, battling rankings and hope that the person I want to target searches for me and goes to my landing page. I can take the time and hassle away with a simple email directly to a prospect. I can even target them specifically on social media sites like Facebook and LinkedIn to make them aware of me before I even connect.
It Provides More Accurate ROI.
With outbound lead generation, I have complete control over my metrics. I can determine exactly how many people see my messaging. I can see which specific person opened, didn’t open, replied, unsubscribed, asked for more information and how effective my deliver-ability is in real time.
Unless an inbound lead fills out a form, you can’t tell who is really searching for you. You can get insights that give you an idea of what kind of person your analytics THINK they are, but it’s never 100% accurate. That’s not to say outbound doesn’t require adjustments, but these adjustments are usually made after a first contact. By this time, you should already be talking to your prospect and determining their needs anyways.
I also have full control over how often I want to contact my prospects more accurately than inbound. This is because inbound is limited to the number of times they actively search for me or my keywords. With outbound, I determine Frequency and accuracy, I don’t have to rely on an algorithm that Google or Bing decide to change whenever they feel like it.
Should I Abandon my Inbound Efforts?
Absolutely not. While outbound has its benefits, a combination of inbound and outbound lead generation gives you the best results. Inbound SEO and web design helps make you look more professional for when your outbound leads check you out online. It is also a great fall back plan to have a steady flow of leads come in should something interrupt your outbound efforts. Overall, you should be trying as many lead generation techniques as possible to help your business grow to its full potential.
Do you want to learn more about effective lead generation strategies for 2019? Check out our blog post: 5 Lead Generation Tactics for 2019.