In a recent episode, Kevin had talked about how we are starting to pursue our dream clients here at Array Digital, and have put together a top 100 prospect list. This is something we put together as a team, and these are the top prospects in our region that we wish to go after. On episode 162 of Journey to $100 Million, listen in as Kevin talks about the process we have put into place on how we are going to go after these prospects!
In the first step, we identify the best contact for the prospect. That person is the decision maker, or the individual who would potentially hire us to do work for them. The goal is to get this individuals name, phone number, and email. Once we have that information, we put this information into a Google Sheet which is available to our marketing team. Then, we begin a 3-week brand awareness campaign; that is, a campaign showing that Array Digital exists, shows what we do + the services we provide, and gets the message across how we are able to provide services that could be beneficial to them. To implement this campaign, we try to get the prospect’s Facebook profile ID and advertise to them on Facebook.
After that, we switch this prospect in Facebook to a 12-week consideration campaign. When this is going on, the account executive will send the individual a LinkedIn request. On day 5 of this 12-week campaign, the account executive sends an email with a value proposition, plus a promise to give them a call. Finally, on day 7 of the consideration campaign, the account executive calls and has the first “ask,” which is asking for a meeting or a request for their time.
After the 12 weeks have gone by, we put the prospect into a long-term nurturing campaign. We remove them from the Facebook advertising, and the account executive convinces the prospect to join the company newsletter. This company newsletter is an email we send once a month giving info on digital trends and things going on in the company that are of relevance to them. Throughout this nurturing process we are staying in front of them so that hopefully, when the time is right, they will think of us and give us a call.
This campaign is in progress right now and although we do not have it all flushed out, we will continue to share as we go. Kevin would love to hear from you what your process may be. Hit him up on Facebook or LinkedIn, or shoot him an email at firstname.lastname@example.org!