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ReadersSpeak

Which outreach options are best? merchant verticals or particular demographics, begin
by researching just one group, because each method
It seems there are ever more ways will work for some and not for others. Once you have a
to reach prospects, you know, social clear picture of the likes, dislikes, needs and challenges
media platforms like LInkedIn, common to people in that group, consider where and how
Facebook, Twitter, Instagram. And these people spend time online and off. Find out how they
you've got to have a website that could like to communicate, and base your outreach efforts on
have a blog or vlog or email newsletter associated with that.
it. There are phone calls and snail mail, and conferences
of all sorts that are virtual now but will probably return Also factor in where you feel most at home. For example, if
to in-person, at least partly, soon, I expect. And let's not you love interacting on LinkedIn and can't stand Twitter,
forget advertising. How do you sort through it? What it's okay to leave Twitter alone. Do the same for each group
really works for a small ISO these days? I just struck out you want to reach. This is a process of trial and error
on my own, and the future's a big unknown. that you'll need to refine as you go. Experts also suggest
focusing on a limited number of outreach methods at any
Francis Swan given time to keep things manageable and avoid spreading
Hopeful ISO builder yourself too thin.

Francis, What works for you?

Congratulations on embarking upon your own business. What outreach methods are most effective for you? What
The types of outreach that work best depend on multiple about what hasn't worked as well as you thought it would?
variables that only you would know. All options you And are there new outreach methods emerging in 2021
mentioned could be useful, depending on your situation. that look promising? Please send your answers or pose a
According to marketing experts, the most important question of your own to greensheet@greensheet.com.
factor is your target customer. If you're going after several