Getting your audience interested from the start
Cold calling and writing hundreds of emails are standard practices for getting customers, but are they effective?
That’s the debate, particularly when it comes to marketing and securing a target audience,
on this episode of Put That Coffee Down with Kevin Hill and Blythe Brumleve.
Hill and Brumleve point out some good tips for preparing yourself for customer prospecting: Do your research, understand the platform you plan to use for outreach and gather good questions to ask the person you reach.
They cite the Barstool Sports Barstool Fund campaign as a great example of understanding the audience and using that understanding for good.
The Barstool Fund has supported small businesses during the COVID-19 pandemic by providing donated money to businesses that apply for aid. This support is “something even the U.S. government hasn’t been able to do,” says Brumleve.
Hill says this is a great example of community sourcing and it has been incredibly impressive to see the support from everyone across the country and to see 100% of the proceeds going directly to those impacted.
Brumleve and Hill also discuss their go-to tools for sales. Those tools range from AI applications installed on a computer to help understand metrics to specialized sales messages using video or GIFs.
Hill says using video is “a good way to convey the hook” because you can introduce yourself and explain your purpose in a way that is more interesting than just a paragraph in an email. He also says the optimal length to capture attention is around 30 seconds. If you don’t have an answer by then, you likely won’t get one.
Sometimes finding the way to set your hook is the hardest part, so Brumleve and Hill outline the seven places to search for attention grabbers. You can look for a hook in your company website, company news alerts, data updates (like FreightWaves’ SONAR), industry news, virtual conferences, podcasts or webinars, and social media.
Brumleve says that with all these options it’s important to try until one sticks. And don’t be afraid to think outside the box.
You can find more Put That Coffee Down recaps and recaps for all our live podcasts here.
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The day before F3. Every compliance issue you face - fraud exposure, carrier liability, FMCSA rules, cargo theft, insurance gaps - navigated by attorneys and operators defining best practices in a changing industry.
The Signal at Chattanooga Choo Choo • Chattanooga, TN Register NowThe night before F3. FreightTech100 companies honored. FreightTech 25 and Shipper of Choice winners revealed live. Cocktail reception into dinner and live music - 300 industry leaders in one purpose-built room.
The Signal at Chattanooga Choo Choo • Chattanooga, TN Register NowIndustry-defining keynotes, rapid-fire technology demos, and industry leaders networking in experiences across Chattanooga - plus the inaugural F3 Awards Dinner featuring the FreightTech and Shipper of Choice reveals.
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