{"id":2192,"date":"2017-10-02T01:32:30","date_gmt":"2017-10-02T01:32:30","guid":{"rendered":"https:\/\/www.gmass.co\/blog\/?p=2192"},"modified":"2022-04-19T22:25:57","modified_gmt":"2022-04-19T22:25:57","slug":"use-paid-ads-skyrocket-cold-outreach-roi","status":"publish","type":"post","link":"https:\/\/www.gmass.co\/blog\/use-paid-ads-skyrocket-cold-outreach-roi\/","title":{"rendered":"How to Use Paid Ads to Skyrocket Your Cold Outreach ROI"},"content":{"rendered":"

Cold outreach is a fantastic way to build new relationships or secure new leads. <\/span><\/p>\n

But sometimes, cold outreach alone isn\u2019t enough anymore. <\/span><\/p>\n

Sure, it might help you land a few new leads or build some new relationships, but using it as a closed loop can be a bad idea.<\/span><\/p>\n

It can limit your potential. Limit your return on investment and the revenue you could have generated from it. <\/span><\/p>\n

User behavior isn\u2019t always meant for a single touchpoint in the modern world.<\/p>\n

Consumers often bounce from social media to emails to webinars and e-books before even considering buying from you.<\/span><\/p>\n

Simply expecting a cold outreach target to jump on the phone and give you their hard-earned money is a limiting strategy. <\/span><\/p>\n

You need something to pair with your high-level cold email tactics<\/a> take your outreach strategy to the next level.<\/span><\/p>\n

To keep those cold outreach targets interested and coming back for more.<\/p>\n

Educating them is the key.<\/span><\/p>\n

Answering the fundamental question that cold outreach alone often can\u2019t answer:<\/span><\/p>\n

What\u2019s in it for me? <\/span><\/i><\/p>\n

Today I\u2019ll show you how to integrate paid cold outreach ads to skyrocket the success of your campaigns. <\/span><\/p>\n

Paid cold outreach ads: Turn your cold outreach leads into a custom audience<\/b><\/h2>\n

Once you\u2019ve performed the first step in the cold email process<\/a>, you need some ammo to keep adding fuel to the fire.<\/p>\n

Odds are, you won\u2019t land a call with your outreach target after the first or even second email.<\/span><\/p>\n

Why? Because they don\u2019t know you yet. (Especially if they are true cold leads<\/a> and you used one of our tricky “how to find emails<\/a>” techniques to get their address.)<\/span><\/p>\n

They aren\u2019t brand aware, meaning they have no clue what your company does and how you can benefit them.<\/span><\/p>\n

The critical factor of any businesses success is solving a pain point.<\/span><\/p>\n

But you can\u2019t solve that pain point for a user if they aren\u2019t clear on what your business does.<\/span><\/p>\n

This leaves one specific goal that you need to accomplish before your cold outreach can turn ROI positive: <\/span><\/p>\n

Educating the potential customer by building brand awareness. <\/span><\/p>\n

The customer needs to know what your company does, how they do it, and most importantly, what\u2019s in it for them.<\/p>\n

What do they get from the experience? <\/span><\/p>\n

That\u2019s where typical cold outreach falls short. You don\u2019t have enough time or space to explain it all.<\/span><\/p>\n

And getting them on the phone before they\u2019ve become brand aware or educated on your business is a crap shoot. <\/span><\/p>\n

It likely isn\u2019t going to happen.<\/span><\/p>\n

But that doesn\u2019t mean it\u2019s off the table. <\/span><\/p>\n

There are a few sneaky ways to use paid ads to accomplish this goal on the side without forcing them or bombarding them with content from your <\/span>email campaigns<\/span><\/a>. <\/span><\/p>\n

One of the best ways to do it is by turning your email list into a custom audience on Facebook. <\/span><\/p>\n

This will allow you to deliver ads to your cold outreach targets to educate and build brand awareness during the outreach process. <\/span><\/p>\n

Meaning you can drive them down the funnel faster and more effectively. <\/span><\/p>\n

To get started, head to the <\/span>Facebook Business Manager<\/span><\/a> and navigate to the audiences section: <\/span><\/p>\n

\"\"<\/p>\n

From here, you want to create a new custom audience.<\/span><\/p>\n

You\u2019ll base the custom audience on your cold outreach email target list.<\/p>\n

\"\"<\/p>\n

Select the custom audience function and then choose \u201cCustomer File\u201d from the list:<\/span><\/p>\n

\"\"<\/p>\n

Here you can upload a customer list from Google Sheets or Excel, or you can even paste them in:<\/span><\/p>\n

\"\"<\/p>\n

In your file, you can tap into a bunch of different modifiers:<\/span><\/p>\n

\"\"If you have emails, phone numbers, zip codes and more, feel free to throw those in. <\/span><\/p>\n

Once you\u2019ve saved your list, Facebook will match your list to the existing Facebook accounts of your targets. <\/span><\/p>\n

Now, it\u2019s time to create the ad. <\/span><\/p>\n

Remember that this entire stage of the buying journey is focused on building awareness of your brand and educating the lead on how they will benefit from working with you. <\/span><\/p>\n

One of the best content types for this exact goal is case studies. <\/span><\/p>\n

A case study can effectively showcase a few major things:<\/span><\/p>\n

    \n
  1. It shows what your company does, what processes and methods you took, and what common problems you solve.<\/span><\/li>\n
  2. It works as a form of social proof by showcasing how other real clients have benefited from working with you.<\/span><\/li>\n
  3. It puts hard numbers in the mind of the potential customer.<\/span><\/li>\n<\/ol>\n

    To put this example into practice, check out this <\/span>Unbounce<\/span><\/a> ad: <\/span><\/p>\n

    \"\"<\/p>\n

    This is the perfect form of educational content that builds brand awareness. <\/span><\/p>\n

    It\u2019s effective because there is absolutely no downside to the lead downloading it. Unbounce eliminates the risk by offering it for free, no questions asked. <\/span><\/p>\n

    Users at this stage of your cold outreach campaign<\/a> aren\u2019t going to buy from you.<\/span><\/p>\n

    People make a big mistake when they go for the sale too early. <\/span><\/p>\n

    The key here is education and getting the customer to realize that they need your services. <\/span><\/p>\n

    This ad is a great example to tailor your own case study ads to. <\/span><\/p>\n

    They used cold, hard numbers in the image to grab attention:<\/p>\n

    10.8%<\/span><\/i>.<\/span><\/p>\n

    The headline is also very powerful: <\/span>How Leading Brands Succeed With Unbounce<\/span><\/i>. <\/span><\/p>\n

    It\u2019s simple and gets straight to the point: Unbounce can help you. <\/span><\/p>\n

    Once a user clicks, the ad directs them straight to a landing page that covers the case study in depth:<\/span><\/p>\n

    \"\"<\/p>\n

    No need to submit emails or fill out forms because you already have their email.<\/span><\/p>\n

    This would only reduce your visits\/click-throughs. <\/span><\/p>\n

    There is virtually no risk, and this type of content can really help a user grasp the impact your company has. <\/span><\/p>\n

    At the end of your case study landing page, add more case studies for them to view:<\/span><\/p>\n

    \"\"
    \nThis will show them that it wasn\u2019t a one-off, lucky case. And it will come in handy for remarketing these users later. <\/span><\/p>\n

    To make this tactic more impactful, send another <\/span>follow-up email<\/span><\/a> to your list that talks about the case study. <\/span><\/p>\n

    Reinforce it with the email to generate even more traffic to the study. <\/span><\/p>\n

    Once you\u2019ve done this, it\u2019s time for the next piece of the pie. <\/span><\/p>\n

    Remarket those interested leads<\/b><\/h2>\n

    We all know that the buyer\u2019s journey is painfully long. <\/span><\/p>\n

    Leads take weeks and even months to convert to a real sale. <\/span><\/p>\n

    But it works. <\/span><\/p>\n

    The typical funnel process is proven. Users simply won\u2019t convert if they aren\u2019t ready.<\/span><\/p>\n

    And a large part of that perceived \u201creadiness\u201d involves education and engagement with your brand. <\/span><\/p>\n

    When was the last time you walked into a store you\u2019d never heard of and bought the first item you saw without reading about the company or understanding what they do? <\/span><\/p>\n

    Probably never. <\/span><\/p>\n

    Now that you\u2019ve taken the first step and delivered ads for a case study to your outreach list, it\u2019s time to bring back those interested leads for more content. <\/span><\/p>\n

    This time, we\u2019re going to create a remarketing list. <\/span><\/p>\n

    To get started, head to Facebook again and create a new custom audience:<\/span><\/p>\n

    \"\"This time, choose the website traffic method from the list: <\/span><\/p>\n

    \"\"<\/p>\n

    This will allow us to remarket engaged visitors from those specific landing pages in the first ad. <\/span><\/p>\n

    On your website traffic remarketing audience, start by choosing \u201cPeople who visited specific web pages\u201d and enter the landing page URL of your case study:<\/span><\/p>\n

    \"\"<\/p>\n

    This will be the same URL you directed people to in the first ad. <\/span><\/p>\n

    This audience in and of itself will be great, but if you want, you can always get more specific. <\/span><\/p>\n

    Try creating multiple audiences from this point. Keep the existing audience based on landing page visits, but now create a separate audience of more engaged users by targeting visits to multiple pages:<\/span><\/p>\n

    \"\"<\/p>\n

    Remember how Unbounce had multiple case studies at the end for users to read as well? <\/span><\/p>\n

    That\u2019s perfect for remarketing. <\/span><\/p>\n

    You can now target users who were so interested that they took their own time to read another case study! <\/span><\/p>\n

    Save both of these custom audiences. Now let\u2019s head to LinkedIn to create another audience. <\/span><\/p>\n

    LinkedIn is great for switching it up. <\/span><\/p>\n

    Users might get burnt out on Facebook. They might get sick of your ads. <\/span><\/p>\n

    LinkedIn is yet another amazing medium for reaching your targets. <\/span><\/p>\n

    Head to your <\/span>Campaign Manager<\/span><\/a> and create a new website audience: <\/span><\/p>\n

    \"\"<\/p>\n

    From here, follow the same steps by entering your case study landing pages into the URL section:<\/span><\/p>\n

    \"\"
    \nSave your new custom website audience on LinkedIn, and now it\u2019s time for the ads. <\/span><\/p>\n

    But before we jump into the ads, let\u2019s recap on where in the funnel these audiences are likely to be.<\/span><\/p>\n

    This will help you decide what ad style to go with for maximum ROI. <\/span><\/p>\n

    The first audience you created consisted of users who visited your first case study landing page by clicking on your initial Facebook Ad. <\/span><\/p>\n

    These users didn\u2019t visit any other pages, so they\u2019re likely a little less warm. <\/span><\/p>\n

    Meaning they aren\u2019t as brand aware or interested as the second group you created that visited multiple pages. <\/span><\/p>\n

    So your offer needs to be less demanding. <\/span><\/p>\n

    For the single landing page audience, focus on creating an ad with video content.<\/p>\n

    The video content can be anything from a business explainer to a case study in video form.<\/span><\/p>\n

    The goal with the first audience is to educate them more. <\/span><\/p>\n

    For example, here is a perfect business explainer-style video from <\/span>HubSpot<\/span><\/a>:<\/span><\/p>\n

    \"\"<\/p>\n

    Video content performs very well on Facebook, which will help you drive more visits and engage your least engaged audience. <\/span><\/p>\n

    Now, for the second audience you created – the one where you targeted visitors who hit your original landing page and another case study page – we can get more actionable.<\/span><\/p>\n

    These users are hot. They\u2019re engaged. Eager to learn more about you. <\/span><\/p>\n

    For this audience, you want to drive them to sign up for a free webinar. <\/span><\/p>\n

    A webinar will help to educate them further but focus more heavily on the transition from lead to sale. <\/span><\/p>\n

    For inspiration, check out this amazing ad from <\/span>Microsoft Project<\/span><\/a>. This might be the best webinar-based ad that I\u2019ve ever seen:<\/span><\/p>\n

    \"\"It\u2019s video-based and focuses on the goal of driving webinar visits. <\/span><\/p>\n

    Plus, they tailored the text-based content of the ad to perfection.<\/p>\n

    It perfectly taps into customer pain points with the first question-based statement: <\/span><\/p>\n

    Does your team find it difficult to deliver projects on-time and within budget? <\/span><\/i><\/p>\n

    Next, they offer a solution: <\/span><\/p>\n

    Discover how to easily set up and manage new projects by watching this webinar. <\/span><\/i><\/p>\n

    Simple, yet effective.<\/span><\/p>\n

    They address the pain point and deliver a swift solution that still has a relatively low threat or commitment level.<\/span><\/p>\n

    They don\u2019t have to pay anything or give anything up.<\/p>\n

    These remarketing audiences will help you turn cold outreach prospects into sales faster than you could have imagined.<\/span><\/p>\n

    You don\u2019t need to sit there emailing back and forth waiting for them to take action.<\/span><\/p>\n

    Bring the action directly to the outreach target with education-based ads that focus on building brand awareness.<\/span><\/p>\n

    These ads will help the outreach target understand how your business can help them without the threat of a phone call or giving up information.<\/span><\/p>\n

    Want to increase your cold outreach ROI? <\/span><\/p>\n

    Tap into Facebook and LinkedIn ads and remarketing to keep them in your funnel and interested in your company.<\/p>\n

    Paid Cold Outreach: Final Thoughts<\/b><\/h2>\n

    Cold outreach is an amazing way to land new leads. <\/span><\/p>\n

    Countless companies and entrepreneurs have found massive success from hitting the grindstone and simply contacting new leads.<\/p>\n

    But nowadays, consumer behavior is different. <\/span><\/p>\n

    People go through an extended buyer\u2019s journey that doesn\u2019t allow for fast conversions after a few emails.<\/span><\/p>\n

    They want more. More information, more experiences. <\/span><\/p>\n

    Meaning you can\u2019t sit back and hope that your cold outreach email converts a user. <\/span><\/p>\n

    Instead, start thinking of your cold outreach strategy as a funnel. <\/span><\/p>\n

    Draw them in with cold outreach, and then tailor your ads to their pain points.<\/span><\/p>\n

    Be sure to create low-risk ads that direct users on your cold list to case studies with the goal of educating them. <\/span><\/p>\n

    Next, remarket the interested users and bring them back to your site for another video or webinar based on their behavior. <\/span><\/p>\n

    Finally, move in for the close after you\u2019ve educated your leads, and watch your cold outreach ROI skyrocket. <\/span><\/p>\n

    Cold outreach is great, but producing a high ROI from your cold outreach requires multiple touchpoints and a combination of strategies for optimum success. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Cold outreach is a fantastic way to build new relationships or secure new leads. But sometimes, cold outreach alone isn\u2019t enough anymore. Sure, it might help you land\u2026<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20,8],"tags":[],"class_list":["post-2192","post","type-post","status-publish","format-standard","hentry","category-digital-marketing","category-email-marketing"],"acf":[],"yoast_head":"\r\nHow to Use Paid Ads to Skyrocket Your Cold Outreach ROI<\/title>\r\n<meta name=\"description\" content=\"Improve your cold email outreach by supplementing with paid cold outreach. 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