When two worlds collide: SEO and cold-calling.
For those who don’t know what SEO is, it’s short for search engine optimization, and it’s the process of improving the visibility and ranking of a website on search engines like Google.
And for those who don’t know what cold-calling is, it’s the process of contacting someone (usually by phone) who you have no previous contact with, in an attempt to sell them something.
Essentially, those who get into SEO, do so because they’re good at non-intrusive marketing. And those who get into cold-calling, do so because they’re good at… well, being intrusive.
And by you reading this article, I’m going to make the bold assumption that you specialize in SEO, and are looking to start cold-calling as a way to get more clients.
So what happens when you put the two together? Let’s find out.
Table of Contents
Does Cold Calling for SEO Work?
The answer is a resounding yes… with a few caveats.
First and foremost, you need to be good at cold calling. If you’re not, don’t worry. It’s a trainable skill. And we teach you how to be great at it.
Second, you need to have a firm understanding of what SEO is, and how it works. I’m going to make another bold assumption and say that you have this covered.
But lastly, and most importantly, you need to be offering a service that your potential clients actually need.
You could be the best cold-caller in the world, with an encyclopedic knowledge of SEO, but if you’re trying to sell search engine optimization services to a company that doesn’t even have a website, you’re going to have a bad time.
How Do You Find Potential SEO Clients to Cold Call?
That brings me to my next point. Before you start cold calling, you need to have a list of potential clients that you can call.
And the best way to find these potential clients is to use a tool like LinkedIn Sales Navigator, or even something more old-fashioned like Dun & Bradstreet lists.
Sales Navigator is LinkedIn’s tool specifically for salespeople. And one of the features it offers is the ability to search for companies that match certain criteria, like location, size, or even industry.
Once you have a list of potential clients, the next step is to start building your “dream list.”
A dream list is a list of companies that you would absolutely love to work with, regardless of whether or not they’re actually in need of your services.
These are the companies that you cold-call with the intention of getting your foot in the door, with the hopes of eventually becoming their go-to SEO agency.
So How Do You Build a Dream List?
The best way is to start by looking at companies that you admire, and that are in industries that you’re passionate about.
For example, if you’re passionate about fashion, your dream list might include companies like Nordstrom, Neiman Marcus, or Saks Fifth Avenue.
If you’re passionate about technology, your dream list might include companies like Apple, Google, or Microsoft.
You get the idea.
Once you have your dream list, the next step is to start looking for companies that are similar to the ones on your list.
For example, if you’re looking for fashion retailers, you might search for companies like Macy’s, Bloomingdale’s, or JC Penney.
If you’re looking for technology companies, you might search for companies like Amazon, Facebook, or Twitter.
Again, you get the idea.
The goal here is to find companies that are similar to your dream list in terms of size, industry, and even location.
Once you have your list of potential clients, it’s time to start making some calls.
What Should I Say when I Cold Call an SEO Client?
When you’re cold calling potential clients for SEO services, there are a couple of things you need to keep in mind.
First and foremost, you need to have a script. This is the script that you’re going to use as a guide for your conversation.
It should include everything from how you’re going to introduce yourself, to what you’re going to say when you make your pitch, to how you’re going to handle objections.
Second, you need to be prepared for anything. This means that you need to know everything there is to know about your product or service, inside and out.
You need to be able to answer any question that a potential client might have, without hesitation.
And lastly, you need to be confident. Cold-calling can be nerve-wracking, but you need to remember that you’re the expert here.
Example Scripts for SEO Agencies
Now that we’ve gone over what you need to keep in mind when cold-calling potential clients, let’s take a look at a couple of example scripts.
Script 1:
Hi, my name is _____ and I’m with _____ SEO Agency. We specialize in helping businesses like yours rank higher in search engines like Google.
Would it be okay if I asked you a few questions to see if we might be a good fit?
Script 2:
Hi, my name is _____ and I’m calling from _____ SEO Agency. We help businesses like yours get more traffic from organic search.
Would it be okay if I asked you a few questions to see if we might be a good fit?
Script 3:
Hi, my name is _____ and I work with _____ SEO Agency. We specialize in helping businesses like yours get more customers from the internet.
Is now a good time to ask you a few questions about your business and see if we might be able to help you out?
As you can see, all of these scripts have a few things in common.
First, they all start with an introduction. This is where you state your name and the name of your company.
Second, they all mention what it is that you do. In this case, you’re an SEO agency that helps businesses rank higher in search engines or get more traffic from organic search.
And lastly, they all ask for permission to ask a few questions. This is important because you don’t want to come across as pushy or salesy.
You want to position yourself as someone who is there to help, not someone who is just trying to make a quick buck.
And most importantly, you get to the point. Your script should be quick, and under 30 seconds – tops.
What Are Some Good Questions to Ask a SEO Client?
Once you have the green light to ask a few questions, there are a couple of key questions that you should ask. We call these “qualifying questions” or “probing questions.”
Qualifying questions are designed to help you weed out the tire-kickers from serious buyers.
They also help you determine if a potential client is even a good fit for your services.
Some good qualifying questions to ask include:
- How long have you been in business?
- What is your annual revenue?
- How many employees do you have?
- What is your budget for SEO services?
- What are your goals for SEO?
- Who is your target market?
- What keywords are you targeting?
- Have you worked with an SEO agency before? If so, why did you stop working with them?
- What’s your timeline for starting SEO services?
- Are you willing to make changes to your website?
- Are you willing to wait ___ amount of time for results?
- How would organic traffic help your business?
- What other marketing efforts are you doing right now?
By asking questions like these, you’re not only getting a better idea of who your ideal client is, but you’re also showing them that you’re knowledgeable and that you know what you’re talking about. This instills confidence in them, and makes them more likely to want to work with you.
Conclusion
Cold Calling can be a great way to get new clients for your SEO agency. As a matter of fact, some of the best SEO agencies I know got their start by cold calling potential clients.
So pull up your sleeves, put on your brave pants, and give it a try. It might just be the thing that takes your business to the next level.
And if you need some help getting started, check out our courses on cold calling and sales. We’ll teach you everything you need to know to take your business to the next level.
Happy Selling!
