The Fractional CMO Method by Casey Stanton

Author:Casey Stanton
Language: eng
Format: epub
Publisher: Cranberry Press
Published: 2022-09-15T00:00:00+00:00

Warm Your Leads

Imagine you did everything described in this chapter. You found your niche and identified your perfect client. You managed to build authority and a funnel filled with a starving crowd complemented by just the right number of referrals.

Everything’s ready, but there’s one more aspect to cover.

Now that you have your ideal prospects where you want them, you need to stay in touch with them. You have to keep your leads warm and prove your expertise over time.

How could you do that if you didn’t use marketing?

One obvious answer would be to have a conversation with every individual on your list that you deem qualified.

You could hit them up and say something like, “I see you’re doing this and that. Here’s what I do. Would it make sense for us to chat?” And that could be a very effective way of reaching out.

However, you might not have the time to contact every company on your list. What then?

The first thing I’d recommend is for you to find a single communication channel to use moving forward. That may be a network like LinkedIn, Facebook, Twitter, Discord, or Slack.

But all of those networks tend to have a lot of noise going on. It may be true in your niche that the email inbox is a place reserved for communication with trusted individuals. If that’s true, you may want to follow the age-old advice to email your leads at a regular cadence.

Emails will allow you to get in front of your prospects in a quiet environment that will isolate your communication from the noise.

The notion of having a single communication channel might sound counterintuitive in this day and age.

After all, so many people talk about how you need to run profiles on Instagram, Facebook, Twitter, and LinkedIn, keep them filled with content, and update them regularly. Then, on top of that, they say you should also create a podcast and branch out even further.

The issue with taking on several marketing channels is pretty simple. Every channel you add only doubles the time it will take you to reach the same level of success.

That’s something people tend to forget. Keeping a profile up to date is time-consuming. I personally don’t post on social media much at all. It’s not required for me to be successful and it’s often just a nuisance.

So why wouldn’t you choose a single communication channel and win there first?

Focus on one thing and master it completely. Once you’ve achieved the results and gained the competence and confidence, you can move to the next channel if you desire.

If you’re worried about getting started with that, you can use something I call the 30-Day Lead Nurture Sequence.

Get a copy of the 30-Day Lead Nurture Sequence at CMOx.co/toolkit

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