In domain business you have two choice. Either you wait a prospective buyer to contact your for domain(s) you hold or you go out and reach out to prospective buyers. When you initiate and contact prospective buyers to sell your domains it is called outbound marketing. There is some research to be done and techniques to be utilised for doing it effectively. In this post ‘how you do outbound marketing?‘ I’m gonna guide you.
How you do outbound marketing?
First and foremost, you should understand the reasons why a prospective buyer right be interested in your name. Prospective buyers fall into three categories. First categories of buyers are website owners who don’t have keyword domains. And this could be causing their sites to rank lower on search engines.
Second category of buyers are buyers who own exact match keyword domain but the domain extension is not COM. For example. LasVegasApartments.net. The owner of the site likely to prefer the COM version if you pitch the name to him.
Finally, the third category of buyers are the ones who want to protect their brands and prevent competitors by acquiring all related domain names to his own domain name. This tactics is known as brand protect/business protection.
Now that you understand the different categories of buyers, the next step to find contact info of prospective buyers. Getting contact info is also called ‘leads’.
How do you find potential buyers?
There are various ways you can generate leads. The first and the most popular way is to use search engines like Google or Bing. Just open Google and type your keyword with quote mark, for example, “Las Vegas Apartments”. The quote mark helps in filtering search result of websites that use your keyword. Websites from page 1 to page 5 are worth contacting. For geo service domains, leads on 3rd and 4th pages are the best.
Besides search engine, you can also look on Linkedin. It has profiles of CEOs, directors and other important persons of companies. The leads from Linkedin are very effective. Social media leads, especially from Twitter, gives you opportunity to contact directly with higher officials like CEO, CMO, Directors, etc. The only issue with this method is you have to use search engine like Google to find out company Names, CEO names etc., but the leads are very effective anyway.
There is also an awesome free site called Zfbot.com, very good for getting targeted leads. Once you input a keyword, the site displays similar domain names with COM extension. These site owners are likely to buy your name for protecting their business from competition.
How do you find contact info of site owner?
Finding contact owner is easy. Just go to ‘Contact Us’ page. You will find email and/or phone number. If no contact info is available then perform a whois search using site like who.is or whois.com/whois. There is also a free tool called hunter.io. You just have to input the site name, and the tool will contact email from flash.
There are also many paid tools that provides you with direct contact info of high officials of the prospective companies or individual. Zoominfo.com is one such paid service.
How do you send email?
The email you send should look credible and professionally drafted as people don’t trust strangers easily. You got to get a custom email address. Many hosting providers provide email services. But I recommend Gsuite by Google because many utilities can easily be integrated with it. Choose your name as username rather than words like ‘admin’, ‘contact’, ‘support’ etc. DeanJones@dollarfield.com is better email address than firstname.lastname@example.org for outbound purpose. It makes the address look credible.
Trusting is a big issue. So you would want to make your email as authentic as possible. Put you phone number, Skype id and site address at the bottom of email to increase trust. There is a paid service called Wisestamp that allows you to display your photo and put social media links to your signature. If your budget permit go for it. This simple technique will bridge the gap of trust issue.
Now question is how to draft the email. There are score of templates available but my suggestion is don’t go after them. Personalised emails are best. Do a little research about the person you are contacting to. For example, say the prospective buyer is an ivy league graduate. You may put a sentence like ‘I am sure an Ivy League alumni like you know the importance of the domain name for business’. This tactics subconsciously put the prospective buyer into a buying mood.
Your sales email should not be long. In the subject line write ‘YourDomain.com Domain for Sale’. This type of headlines make it clear that what your email is about. In the body of email include your sales pitch plus a a line or two in praise of the receiver. Below is an example of what I write.
Sub: AlaskaCruise.com domain for sale
My name is Rob. I own the domain AlaskaCruise.com. Currently the domain is for sale. I know an experienced internet marketer like you know the value of this domain to your business. Anyway, if you are interested please get back to discuss.
Phone +1 28902
The above is an example of personalised sales email. You don’t have to copy. You add your own touch and twist.
Some puts an offer. This is not a right strategy. You could be leaving a lot of money on the table if you give the buyer a price a beforehand. As a seller your strategy is to make most of each domain sales.
Sometimes receivers don’t even bother the emails from unknown persons. They simple delete. To maximise your chance of your email being opened you have to send the emails in such time the prospective buyer has maximum chance to open the email. From my experience weekdays morning time except friday and holidays are the best time to send outbound emails.
There is a free service called Sidekick that can be integrated with your email. This awesome tool informs you when the receiver open your email. Not only that. You will be notified overtime the buyer opens your email. You will get valuable info about receiver’s interest in your domain name and can come handy to price your domain.