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SMMA Outreach Guide

The document provides guidance on cold outreach methods for SMMA agencies, including cold calling, cold emailing, and cold messaging. It discusses the advantages and disadvantages of each method, and provides tips on what to say and tools to use for effective outreach via phone, email, and direct messages on social media. The goal of all outreach methods is to book meetings, not directly pitch services, by establishing value and requesting a call or meeting.

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Ken Carroll
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2K views9 pages

SMMA Outreach Guide

The document provides guidance on cold outreach methods for SMMA agencies, including cold calling, cold emailing, and cold messaging. It discusses the advantages and disadvantages of each method, and provides tips on what to say and tools to use for effective outreach via phone, email, and direct messages on social media. The goal of all outreach methods is to book meetings, not directly pitch services, by establishing value and requesting a call or meeting.

Uploaded by

Ken Carroll
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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SMMA

OUTREACH
GUIDE
Introduction

SMMA outreach is one of the most challenging but


most important aspects of running an agency.

As a beginner, it’s absolutely necessary to engage in


cold outreach to set meetings to sign clients.

In this guide, you’ll learn multiple methods of cold


outreach, their advantages and disadvantages, and
how to carry out cold outreach for your SMMA.
What is 'cold' outreach?

Outreach is the method by The three forms


which you contact leads of outreach:
that you have gathered.

Cold outreach is contacting -Cold calling


leads whom you have never -Cold emailing
spoken to before and has -Cold
not heard of you or your
messaging
agency.

There are three primary


forms of outreach: cold
calling, cold emailing, and
cold direct messaging.
Cold Calling

For so many people, cold calling is a terrifying prospect but


it’s incredibly important to remember that even in the age of
the internet and thousands of different methods of outreach,
picking up the phone and speaking to a human being is an
incredibly effective way to set meetings with clients.

Cold calling also allows you to move quickly from lead-to-lead


and establish their interest (or lack of). However, it is also
more time consuming than other outreach methods.

You'll need:

Skype Recorder

A skype account to call from A recording software like


your computer: this means Ecamm which allows you to
you can record calls, and listen to calls and hear what
even use a dedicated went right/ wrong for next
business number time

Headphones/ microphone

Make sure you do not use


your inbuilt
microphone/speaker - it's
better to use AirPods or
another source for better
sound.
What to say

Remember: on your cold call, you’re not


trying to pitch a service. You’re trying to
pitch a meeting where you can sell your
service.

First, you’ll need to get past the


‘gatekeeper’: in cold-calling, this is the
member of staff (often a receptionist)
who fields external calls. Their job is to
prevent anyone unauthorized from
speaking to the person in charge. Ask
for the person you’re trying to speak to
by name and speak confidently.

Once you’re speaking to the person in


charge, let them know that they’re
missing something in their marketing
efforts, and that you can help.
Explain what you do and how you can
help.

Then pitch a Zoom Meeting. Explain that


in the meeting, you’ll help them improve
their marketing and there are no
downsides to them agreeing to one. Set
up a time and date that works for them,
and then send through a calendar invite.
Cold Emailing
Cold emailing is one of the most preferred methods of cold
outreach as it can be done in bulk, and does not involve
picking up the phone.

However, cold emailing requires persistence and patience:


one-or-two emails are unlikely to yield any results.

You'll need:

Personalised domain Open rate tracker

Instead of using Use Snov.io or MailTrack to


'@gmail.com' - invest in see who is opening your
your own personalized emails and clicking on links
domain. inside.

Loom

Loom allows you to record


your screen and speak at
the same time, and send
this to somebody in a link.
What to say
Remember: Just like in cold calling,
you’re not trying to pitch your services.
You’re trying to book a meeting.

Keep your email helpful, friendly, and


informal.

The subject line of your email is the


most important part. You can have the
most perfectly-crafted email but
without a compelling subject line, no
one will read it.

Use pattern-interrupts and include the


person’s first name in the subject line to
improve opening rates. Track multiple
subject lines to determine your winner.

Just like in a cold call, invite the business


owner to book-in. This time, you can
send them to the booking link on your
website to choose a time and date that
suits them.

Remember to include an authoritative


email signature – this is your last chance
to convince the reader.
Cold Messaging
Although cold messaging is similar to cold emailing, there is
an important distinction: cold messaging can take place
anywhere, on Facebook, Instagram, LinkedIn: or even TikTok.

Cold messaging is also platform-specific, and most useful


when you can’t get hold of a business owner’s email address
or other contact details.

You'll need:

Complete profile Correct profile

Make sure your account Find the owner of the


looks professional - feel free business that you're trying
to start a separate to reach out to, rather than
Instagram or other profile. the business' official
account.

Template

Keep a series of messages in


the notes section of your
phone to copy.
What to say
Remember direct messages are more
informal: keep the message short, and
to the point.

A direct message that looks and reads


like an email will put people off: you’re
trying to portray your outreach as one
friendly business owner reaching out to
another.

Don’t be afraid to start a dialogue with


the business owner: it’s unlikely you’ll
get far with a single message. Offer
value, respect their time and keep it
natural.

Naturally gravitate the conversation to


booking in a call: explain that you can
answer more questions and share your
screen on a Zoom call. Send through
your scheduling link.

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