How to approach potential clients in a cold way, without being an annoying git

Outbound marketing, also known as traditional or interruptive marketing, is a strategy that involves actively reaching out to potential customers through methods such as cold calling and direct email.

In contrast, inbound marketing involves attracting customers through content marketing, search engine optimisation, and social media marketing.

However, there are also several potential drawbacks to using outbound marketing. One of the main issues is that it can be seen as intrusive and annoying to consumers, who are increasingly seeking out personalised and relevant content rather than being interrupted by generic advertising messages. This can lead to a negative perception of the brand and result in a lack of trust from potential customers. To counter this, it is of vital importance that you properly target the right people and get your messaging right.

Here are some tips for how to approach potential clients in a cold way without being an annoying git:

1. Keep the message short and sweet: No one wants to read a long, rambling email or message from a stranger. Keep your outreach concise and to the point, focusing on the key points you want to make.

2. Offer value: Instead of just asking for a meeting or sales pitch, consider offering value upfront. This could be in the form of a valuable resource, such as an industry report or white paper, or a personalised demo or consultation.

3. Don't be pushy: It's important to follow up with potential clients, but don't be pushy or aggressive. Respect their time and preferences, and don't be afraid to take no for an answer.

One of the main advantages of outbound marketing is its ability to reach a wide audience quickly. This can be particularly useful for new businesses looking to quickly establish brand awareness or launch a new product. Outbound marketing can also be effective in targeting specific demographics or geographic areas.

For example, if a business is targeting company directors in a particular city, Linkedin allows you to select this parameters (and more) so that you are only reaching out to your precise target market.

Another pro of outbound marketing is that it can be easier to measure the results of these efforts. With inbound marketing, it can be more challenging to track the effectiveness of specific tactics, but outbound marketing allows for more concrete metrics such as the number of leads generated or sales made as a result of a direct mail campaign. This in turn makes it possible for you to properly assess the return on your investment.