If you’ve heard it once, you’ve heard it a million times (we’re probably not exaggerating either), you need to keep your brand in front of potential customers all the time. Customers that are not ready to buy today, might be ready in the near future, so your marketing campaigns should be steady and continuous. Unless you’re selling furniture or short-dated stock, the chances are you have a limited number of customers that purchase infrequently (perhaps once or twice a year, or even a lifetime). If you’re like us, many of our customers buy and stay with us for a long time, and these kinds of customers are looking for a new provider infrequently - more on the once or twice in a lifetime. If that is you, read on, we’ll share how we keep our brand in front of our potential customers so you can pick what might work for your business.
Ah, something else you would have heard - the dreadful database building. But wait, don’t run away just yet. It’s not as hard as it used to be. You don’t need to attend endless networking events, collecting business cards and entering the details into a spreadsheet. Here are some newer ways to build your database (some more costly than others).
One sure-fire way to build a remarketing database (more on that later), is to use Google AdWords. Here you can purchase keywords that your prospects search for online and direct them to specific pages on your website. If your landing page is decent, it will convert visitors from your ads into leads. If it’s not so good or they’re not looking for what you have on offer, they’ll disappear into the ether.
Similar to Google AdWords, Facebook Advertising lets you target social media users who have expressed an interest in your products or services. Facebook does this by tracking users across multiple websites they visit and creates “purchase intent” data which is used to match an audience. You can target your prospects with relevant messaging to drive traffic to your website or landing pages using this audience.
Optimising your website content for SEO will help you drive more traffic to your website and landing pages. Selecting and optimising for high-converting keywords will help you create content the search engines love, and your ideal prospects engage with. You can find high-converting keywords by using Google AdWords for a while.
You can always run radio or print advertising to generate brand awareness. Many retail brands do this with great success. We have also run successful campaigns for ourselves and clients that involve buying or building a marketing list. Setting up offline marketing can take a bit of time and the costs can be higher in some cases. Like all marketing, deciding how you’re measuring success is key.
Once you’ve created a database, you can use it repeatedly to communicate with your prospects and customers. Many businesses underestimate the power of database marketing in its various forms. Here are a few ideas:
If you have your prospect’s first name and email address you can easily send our email using a platform like MailChimp or ContactContact. These email marketing systems provide rich tracking (e.g. who opened your email) and can help you segment your audience better.
If you have your prospects names and phone numbers you can call or text message them. Yes, you’ve probably heard cold calling is dead, but the rumours are wrong! We have not only run extremely successful direct mail and cold calling approaches to companies, but we’ve also converted them to paying customers. Cold calling is far from dead, but you’d better be smarter than just reading a simple script.
Sending something on the courier or via snail mail has worked for decades. Even better, if you use email marketing, you’re probably one of many emails they received today, but with direct mail, you’re probably the only marketing they’ve received.
Direct mail is personal, it’s hard to escape, and most prospects will not unsubscribe unless they call you and ask to be removed from your mailing list. When you couple direct mail with some other outreach campaign, you can expect to see twice the results for your efforts too.
What is remarketing, I hear you ask? Remarketing allows you to “hit your prospects again with your message”. The great thing about remarketing is you get at least one more attempt at getting your ideal customer back to your website. You can use remarketing to remind your customers and prospects you still exist, make them an offer they cannot refuse or provide something of value, like a guide or freebie. Remarketing done well will keep your prospects engaged and coming back for more.
You can remarket using the following services:
We are commonly asked how to set up remarketing. A remarketing or tracking “pixel” is a small code that you add to your website to help track people who visit your website. There are some rules in different parts of the world, for example, Europe has the GDPR, and it’s expected most developed countries will apply similar policies and laws. These laws are why companies like Apple have started making changes to their mobile operating systems (the software that runs your iPhone). These changes give you more control over the cookies and tracking companies use to market to you.
Let them know about new products or industry knowledge that positions you as an expert. Share stories. Even low volume businesses have something valuable to share - a reason to keep in contact with your customers.
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