How to Engage Leads From the Start of the ShowOn December 1, 2021 by blog-admin
I recently wrote an article about email marketing based on Ryan Deiss’ method called Invisible Selling Machine.
What we have seen as great difficulty in marketing and sales in Brazilian companies, and also something that the book proposes, but with a focus on email marketing, is exactly the absence of a clear, structured and validated process to achieve the objectives.
Because after all, the effort is immense when having to reinvent the wheel every time you have to hit goals.
Even though I have always admired the Brazilian creativity and ability to solve problems (PS: It’s not the Brazilian way I’m talking about), having to reinvent the wheel in marketing and sales is a great irresponsibility for those responsible for the commercial process. In case it wasn’t clear, I’ll use an even stronger word: It’s immaturity. What is the opposite of professionalism anyway?
It is along this path that I often see many people in the market treating extremely important concepts in a superficial way. Because they are concepts (aka theory) people end up judging them as something of little practical value. On the contrary, you must be aware to use them in different situations of your process both in marketing and in sales.
For example, citing the buyer’s journey, one of the 4 pillars of sales. Can you understand how it relates to engaging leads? The buyer’s journey represents what your lead is most interested in at that moment, so it will be easier to engage with that subject.
That’s the psychological basis for engaging leads. To make it more practical and clear, let’s use the following sentence:
You don’t give a child jiló, knowing that he likes candy and candy.
This sentence is just for a didactic purpose. Did you get the idea? Leads have real problems, goals to hit at the end of the month and several other difficulties that each one of us, working in a B2B or B2C business model, is trying to solve.
But it’s pretty simple to recognize that engagement comes from the moment you give someone something they want or are interested in. And that’s what team of Blue World City going to talk about in this text.
Do you know why I mentioned the Invisible Selling Machine at the beginning of the text? Exactly because we are going to use the concepts proposed by the author and the first phase, called Indoctrination, the phase that takes your leads to engage.
First things first, what are these concepts?
Invisible Selling Machine: phases
Author and marketer Ryan Deiss writes weekly on the Digital Marketer blog. I think his presentation needs no comment.
1 billion emails sent is not little!
The method created by the author, called Invisible Selling Machine, proposes 5 phases: Indoctrination, Engagement, Ascension, Segmentation and New Engagement. I quoted them all exactly so as not to leave any content missing for the reader.
However, don’t worry, the first phase approach is enough to understand the text. It is this first phase well done that will lead us to the engagement phase.
Now, the question remains: What is the first point for someone to engage with you or your brand? The answer to that question is the first phase.
From the first day I started learning about the method, I found this word very strong. Maybe you agree with me too, but as I went deeper I realized I couldn’t be more wrong.
Although this word reminds, in a way, of some kind of brainwashing, this phase of the Insible Selling Machine represents quite the opposite.
The main objective of this phase is to turn a stranger (a lead who has just joined your base or has been pre-qualified) to become an acquaintance or maybe even someone closer than that.
Making it a little more palpable, the activities that must be completed in this phase are:
- Introduce you and your company;
- Set expectations for what they will receive;
- Remember the benefits of being part of a newsletter, as a customer or in that relationship;
- Make the lead perform micro-commitments;
- Open curiosity loops;
- Bounce your leads.
Now, I would like to make more practical the reasons why each of these activities mentioned must be completed to generate engagement. Starting with the presentation of you and your company, and proceeding in the same order as the previous list:
- Introduce yourself and your company: Your mother always said something like, “Never talk to strangers”, right? That’s why it should be clear why you are relevant and different from anything your lead has seen.
- Set expectations for what they will receive: Make it clear what the expectations of this relationship are.
- Remember the benefits of being part of a newsletter, as a customer or this relationship: what does this person have to gain by engaging with you and your brand?
- Making the lead perform micro-commitments: these are small actions that, when performed, strengthen the relationship between you and your leads.
- Open trivia loops: create a need on the part of the lead to expect something from you.
- To ” bounce ” in your leads: means to get them to move on the Internet (a form of micro-commitment) to do something that helps you to keep getting it. For example, a bounce action would be through a campaign of your newsletter taking the lead to a blog and/or then managing to take it to the Facebook page and get a like.
An example of micro-commitments might be your lead engaging with your brand with a simple “like” on the Facebook page.
For example, a while ago I liked (quite uncommitted to be honest) the Facebook page of broadcaster Al Jazeera. I don’t really know if I wanted to better understand the situation in the Middle East or if it was because I saw a friend talking about how Brazilian broadcasters skewed the so-called Arab Spring.
But this small commitment made me consume news from a station I had never followed before on a recurring basis.
The micro-commitment aspect is based on the consistency principle studied by Robert Cialdini, in the book Influence. The principle says that we tend to be consistent with what we do and say.
For example, if I opened an email from someone yesterday, I’ll probably open it tomorrow too.
Team of Capital Smart city have a second example that links micro-commitments with curiosity loops.
A while ago Aaron Ross sent an email to his base explaining about a Cold Call 2.0 certificate. He basically asked them to answer two questions (he made it clear that he could answer, but that this would take a while) related to this certification.
The questions are not important, what is really important is that I answered them. Now, how do you think I look when I get a new contact from him? Curious, of course.
He still hasn’t replied to me, but will this email ever arrive?
The “bounce” is the most important activity as it ensures your delivery (relationship) with your lead. For example, I’m more likely to read an advertising email from a brand I liked on Facebook than a second brand I’ve never related to.
And for Outbound, how does indoctrination work?
Many people find Outbound an extremely invasive activity. The first thing that crosses their minds is someone doing telemarketing. Is that your case too?
The reason for this is because they think of the old Outbound. The process has undergone major changes for some time now.
Now when we are talking about Outbound Indoctrination, always remember that these 5 indoctrination activities will lead to the engagement phase. We have two main sales activities when we are dealing with B2B business model: Cold Call and Cold Mail.
As for Cold mail, we already have many articles here on the blog. So it would be repetitive for the reader if I broached this subject again. If you’re interested, I suggest you check out this article about prospecting emails or even this basic cold mailing guide. They can be very useful.
Now, when we are talking about cold calling indoctrination, things get interesting. The first point is the controversy of using it as a way to generate engagement. As simplistic as it is to say that cold calling is dead is that we did an article just to answer that question.
I didn’t want to spoil you before you read the previous text, but a survey (present in the following text) revealed that, from a marketing point of view, the most effective way to generate engagement is through active telemarketing .
In the end, that’s what Aaron Ross says: the vast majority of salespeople lack training to perform a cold call that leads to real engagement by the lead.
Cold Call is so alive that Steli Efti has approached the topic even more specifically. As an example, the best way to behave during a call if the lead responds that he doesn’t have time. Check it out here.
Now, how to use indoctrination to generate engagement in Outbound Marketing?
The great advantage of indoctrination in the Outbound process is that it can attack pain (or offer benefits) in a much more specific way for your lead.
We all know that in complex solutions your lead pain points are completely different. And it is the surgical precision of discovering what these points are and, consequently, directing your speech that makes the sale happen.
In this type of indoctrination, it is also easier to get micro-commitments, such as indications from the decision maker or influencers, for example.
Outbound indoctrination takes place throughout the qualification process. This direct contact makes it possible to open loops of curiosity using bait and switch techniques, for example.
Now, bounce can be done in several ways. One of the most interesting and simple is to put in your email signature a well-made template that takes the lead to your company’s blog or Facebook page. That is, in every email you send you are trying to direct him to something.
Always remembering that the final idea is to get the lead to engage with you and your company.
The big advantage of Inbound engagement is the ability to automate indoctrination.
First of all, it becomes easier to understand this process by thinking about the purchase journey and the content funnel.
In the case of Inbound, indoctrination starts with the lead. When entering the awareness phase of the purchase journey, the lead starts looking for information to clarify what are the problems he is facing in area X.
For example, suppose he is aware that his company is experiencing growth problems, and that this is due to marketing and sales.
He enters google and searches for the terms (keywords) related to the problem he is facing. And so he starts his indoctrination process, right up to the moment of purchase.
With each eBook he downloads, it is possible to assess which point of the purchase journey he is at. It’s pretty easy to see that downloading an eBook represents a micro-commitment, isn’t it?
A very clear way to bounce in Inbound is to invite all leads who have downloaded certain material to watch a webinar that also has the same theme.
The shopping journey and Inbound indoctrination go hand in hand.
The alternatives that the lead seeks are the only ones that exist from their point of view. If you’re not ranked for certain keywords, it’s like you don’t exist for it. If you want to learn more about inbound check out this inbound marketing course.
One last secret
It’s pretty easy to see that more than one interaction is needed for the indoctrination process. The key is basically understanding your lead’s scenario to get it engaged. Since we’re in a complex sales scenario, it’s easy to understand the importance of this, don’t you agree?
The lead hardly engages by generalist discourse. He wants to talk about himself, his scenario and the difficulties he’s been through. Always remember this.