Omnichannel means reaching people through multiple mediums – online (Social Selling, email marketing) and offline (cold calling, email Marketing, handwritten VITO letters or face to face meetings).
All this has to be integrated into one strategy:
- Your LinkedIn amplification strategy should compliment any campaigns you are having and/or discussions about client about a subject. (make sure you have a good linkedin profile and audience building strategy)
- How you present yourself online comes in many forms – your linkedin profile, what you post, and most importantly how you do it.
- Your LinkedIn profile should be integrated with your brand – For example, my LinkedIn profile is consistent with my brand – connecting the dots to digital transformation and the Lobo IT logo are related. Your brand is who you are.
- Email Marketing
- It could be an intro email
- It could be a 3 touch campaign about a sales play
- It could be a newsletter
- Cold Calling – This goes hand and hand with your email marketing
- Make calls shortly after a campaign goes out
- VITO letters– VITO stands for Very Important Top Officer. Here’s an article about this.
- This strategy is used when targeting one company.
- You have to read a company’s Annual Report to ID initiatives that match up to what need you want to fill.
- Sometimes the VITO letter is emailed and other times it’s a handwritten letter sent via FedEx to the person you’re targeting.
- Then you call them a day or two after it’s initially sent.
- This strategy is used when targeting one company.
- Videos
- Customized prospect videos – Typically, I like to do this if I’m targeting someone more than others.
- Product or Sales Plays to be posted on LinkedIn, Twitter, my blog and discussed live with prospects or partners.
- Write an effective script and use good equipment if possible (a camcorder with a microphone and a teleprompter).
- Makes calls about it – possibly sent directly if you don’t think they saw it on LinkedIn.
People buy from people so all your messages have to be authentic.
Anthony Lobosco
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