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Quick Tip for Offliners Looking for Work

by TSDMike
2 replies
***Edited to modify title to make it sound less pitchy ***

Here's a quick tip I wanted to offer to those who may be having a hard time finding businesses to pitch their services to:

Jump on Craigslist, browse local directory listings, or search Google for website designers and developers in your area.

Visit the sites of the reputable ones... you know, the ones who don't openly advertise new websites for $99 :p They always have a portfolio of their work that link to their development projects. Visit the sites they've built and look them over.

What you've just uncovered is a list of companies who have demonstrated a willingness to spend money on their web presence!! No further qualifications needed! Even better, their new site will likely give you all the contact info you need and identify who most likely the decision makers are.

Next, estimate their traffic with Quantcast.com or Alexa.com. Target sites that are clearly underperforming traffic wise. Look at the sites' source code for signs that they could use some optimization help. Make note of the areas where improvement could help them rank better.

Next use tools like SEMrush and Spyfu to check their PPC efforts, keywords they rank for, etc. Use the Google Keyword tool to quickly demonstrate the search volume for the phrases that are relevant to their site and the opportunity they're missing out on.

Put together a quick, easy to understand (this is key) report about their site and where they stand and what it would take to increase their business by gaining traffic to their site. Personalize it to them in a way that is digestible and clearly demonstrates your expertise and your willingness to help them. You should be able to score a meeting with the decision maker in no time!!
#hurt #leads #offliners
  • Profile picture of the author RioNomad
    Very nice idea, Mike.

    Another way is you could call up the actual web design company and offer to give them a finders fee for any clients they bring to you. They may have a few off of the top of their head who would be interested, and the company is comfortable with them.

    I do have a question though, what are some examples of subject lines you would use in these emails? This is always my biggest challenge.
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    • Profile picture of the author TSDMike
      Originally Posted by RioNomad View Post


      I do have a question though, what are some examples of subject lines you would use in these emails? This is always my biggest challenge.
      I use a soft sell approach. Nothing all hyped up or anything that will appear spammy. Keep in mind that most email forms direct to a 'info@suchandsuchcompany.com' so you really don't know who is going to receive it. It's better to call them or visit them in person. Any gatekeeper is probably used to solicitation emails and will be inclined to disregard it as a reflex.

      I would learn the gatekeeper's name and call him/her. Talk to them to see how their website is performing. You can call them and say 'hey I noticed you just updated your site with a new look... ***then compliment them*** I was just wondering how that has affected business?' You already know the answer to this since you looked at their stuff prior to calling - so you'll know exactly to respond when they say they're not sure, or they're not seeing the results they'd hoped for. We all know that a new website does not = instant success.

      You can work it into the conversation what it is that you do and you're wondering if you can see how you can help them out. Sell the visit to the gatekeeper. The ask to speak to the decision maker, which you've hopefully already identified prior to calling and ask for them by name.

      Other stuff you can do... find them on Twitter and FB, friend them up. Engage them a little that way to break the ice a little. An example of this is that there's a new vintage video game store that just opened up in town last weekend. I sent the owner an email the day before launch... then I 'liked' his page on FB. The email went like this:

      Originally Posted by EMAIL

      SUB: Launch

      Hi ******,

      Your new shop is the one that used to be in *****, right? It's great you've moved to *****... I'll have to check your store out real soon. I collect N64 games and it's tough to find a store that carries them. I joined your mailing list and liked your FB page

      My reason for writing is that it looks like you trying to get an online marketing campaign going - which happens to be exactly what I do. I specialize in web strategy for small businesses in the area. I also do contract work for **********, which is one of the largest firms in *****.

      Anyhow, I don't want to take up much of your time because I know you're probably super busy, but if you ever want to chat about how to improve your online presence for your industry, feel free to reach me by any of the links below or call me toll free at **********.

      --
      Thanks!!

      Mike July
      I didn't expect a response. I went into his store this week and bought something. I introduced myself and he recognized my name from the email I'd sent. He told me he likely wasn't interested but he forwarded it to two people he thought might need my services. So it's not a total success story but you can see how the soft sell approach opened doors that may otherwise been unknown to me.

      That... and I HATE pushy salespeople who act like they've got the greatest magic bullet product and you're an idiot for not buying his not $97 not $67 not $47 product for the one time price of $19.99, and I swore I'd never be that guy.
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      Web Marketing, SEO & Wordpress Site Development in Grand Rapids, MI
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