We use different marketing campaigns in different specific situations. Each type of campaign has been designed to perform a specific task and meet specific needs. This very simple task in the case of Top-of-mind Campaign is to keep the information about your brand, company, products, services, promotions at the top of the customer’s mind. The aim is to keep you in the first place. This is a typical prospect nurturing campaign and one of those on which your success depends directly.
Have you ever wondered how often you can almost equate a product or service with a brand? Tablet = iPad. Email = Gmail. Movie = Netflix. Meatballs = Ikea. The world works that way, doesn’t it? Such associations are the result of the work of great marketing teams. They do not happen just like that! Your brand can also be an obvious choice for others (and we wish you that it becomes as obvious as turning Netflix during the movie evening!). Salesforce and your implementation partner can help you with that.
Build a relationship
Preventing leads from forgetting about your company can be done in many ways. You can build some kind of an emotional bond, create a system for sharing information, use catchy slogans, set up loyalty programs, organize promotions or special offers, run sponsorships or meet-ups, use third-party content or some other content around related topics. Only your imagination is the limit here and inventiveness is very important. Paying attention to your product must be both supported by facts and also “dressed” in an interesting way. You can win through innovation and a unique approach. Creating a kind of familiarity with your potential client can pay off in both the short and long term.
Quality content is a key
In this type of campaign, it is worth sharing specific materials with the lead, which are “hard evidence” that it is worth trusting and working with you. Arguments in the form of facts, calculations, comparisons or specialist literature can be your ace up your sleeve. In this case, sources such as blogs, webinars, infographics, and white papers are very useful. Remember that every lead that enters your campaign is on a different level of initiation. Therefore, the materials that you engage must be universal and useful both to a prospect at the top and at the bottom of the sales funnel. Some will be ready to interact with you at the very moment, while others will need a few more months to make up their minds. There is one universal truth – everyone must be able to find something memorable and useful for themselves in your content.
You need to be patient
Time is a very relevant part of every Top-of-mind Campaign because it is one of the campaigns that is mostly spread over time. You do not want your lead to forget about you, so you should not stop reminding him about yourself in a short- and long-time perspective. On the other hand, you can’t be too imposing. It’s worth spreading your actions over time to give your prospect a better chance of reacting, and allow yourself to hit at the right time. Sometimes you have to be patient and wait until lead completes the trigger event and gives you a chance to win. Many people do not respond to e-mails immediately, but that doesn’t mean that they will never react to it. It is also worth remembering that wrong planning of the campaign time (both the frequency of e-mails and, for example, the time of day when you send them) may harm your business. That’s why it is a delicate and important matter.
Forgetting about you is one thing you want to avoid. The second issue is closely related and equally important. If you don’t make the effort to stay at the top of the prospect’s consciousness (the name Top-of-Mind Campaign is very literal, isn’t it?) he will not remember you and most likely will end up in your competition’s warm arms. You can’t let any other company overwhelm his mind. You must be effective, quick (but also patient) and determined.
We will take a glimpse at examples of top-of-mind campaigns in separate articles.