Sales Moves

A thousand sales leads: the detailed outreach plan

March 21, 2014
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Last week I wrote about the big picture of what it would take to attract 1,000 leads, both the philosophy and structure of what would create the attraction. I also talked about all the research I did to find “the best time” to tweet, re-tweet, post and take other social actions in order to get the full measure of exposure. Turns out no one really knows the best time. Pretty interesting.

Clarification of purpose and process:

The “why”: These messages, promotions and solicitations will be used to attract people interested in becoming Gitomer Certified Advisors. Certified advisors will be able to use, teach and resell my classroom and online offerings.

The symphony: We are going to use all our social media sites and outlets, in harmony, to achieve this objective and strategic plan. In order to do so, I must message all of my LinkedIn connections, Twitter and Facebook followers, blog subscribers, e-zine subscribers and YouTube subscribers. From there, I am going to send out a master email every week with the subject line: “Build your own or expand your existing sales training business.” This same message contained will be broadcast worldwide through all of my other social media and Internet sources.  

Based on that information, and the fact that I am all about value-based (non-advertising) messages, tweets and posts, the campaign will take place “at random” until we discover the best times and places to elicit response.

Luckily, we’re in the age of data analytics, so it should be a relatively easy task to see what comes from where and when. It will not be a 100 percent accurate evaluation, but over a short period of time we’ll be able to take smarter (analyzed) guesses.

What’s in this for you? As you read (and, hopefully, study) our plan of action, see which elements you might be able to use to build your own lead-generating program. For me, this will be the measure of how valuable my social media time investment has been. What could it be for you?

Achieving 1,000 leads will be an amazing return.  

Here’s the detailed outreach game plan:

  • Strategic e-blast, an initial mailing to my entire list on a Wednesday morning. Thereafter, on the following Monday. And 11 days later on a Friday. This gives me maximum penetration of my own list. The email will link to my promo video and information site (gitomercertifiedadvisors.com). The copy in the email will be short and sweet. It will make no promises other than “Start or build your own sales training business using my material and my brand.”
  • Facebook posts on both my personal and business page. We will link the post to our informational video promo and offer a value message rather than an ad. It will be a message based on better presentations or better selling. It will ask questions and create a desire to find out more. When they click the link, there will be no registration barriers whatsoever. 
  • Facebook testimonial posts from existing advisors — both video and text. This will authenticate my requests, and make interested people less reluctant to respond.
  • Daily tweets with varying messages. All with a shortened link to take the interested people right to my info site. No barriers to the information.
  • Facebook, LinkedIn, YouTube and Twitter ads will target similar sites and messages. That’s right, you can put target ads on the competition’s social media pages. Love it.
  • A small but targeted LinkedIn ad campaign. Similar to the ads on my competition’s pages but intended to reach people based on background and title.
  • Daily LinkedIn messaging to my entire group of 19,000-plus connections, sending them a link, requesting they take a look and make their contacts aware of the opportunity.
  • Targeted LinkedIn messaging. Searching for people with training, sales management and coaching backgrounds and inviting them to “take a look.”
  • Several short YouTube information videos in addition to my existing ones. They will be loaded with keywords and hash tags. 
  • Blog posts twice a week with information on how to be a better sales trainer or coach. Value-based information with an ability to click for more information.
  • Weekly e-zine ads and informational tips. Similar to the blog, my weekly e-zine, “Sales Caffeine,” will feature training tips and a “for info on how to become a Gitomer Certified Advisor and build your business using my name, my brand and my material,” click here button.

The expected results: A steady flow of semi-qualified incoming leads that will discover our team of knowledgeable, friendly people who can convert them to happy, enthusiastic buyers.

The platform is the medium: The reason I’m able to attract anyone to my message is because I have (slowly) built a solid platform of customers and followers. So can you. I started with one — pretty low number. So can you. 

Study my sites and follow my results. Those lessons will teach you the real law of attraction: value attraction.

If you’d like to see the exact email and subject line I’m using, and links to all my social sites, go to gitomer.com and enter “ADVISOR” in the GitBit box.

Jeffrey Gitomer is the author of 12 books. His “21.5 Unbreakable Laws of Selling” is available as a book and an online course at gitomerVT.com. For information about training and seminars, visit gitomer.com or email Jeffrey at salesman@gitomer.com.

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