Having an online presence is important for the growth of your business, but it’s not enough. To truly succeed in marketing, you need to ensure that your brand is always the first thing that comes to people’s minds when they think about products or services in your industry. This is what it means to make your brand top of mind.
A brand that’s top-of-mind is one customer will think of when it comes time to make a purchase, inquire about a product or service, or offer a recommendation to a friend. Whether it’s to keep a loyal customer or attract a potential lead, you need to be not just visible, but also relevant enough that they can recognise and one that can meet their needs.
There are many ways of marketing your brand or business so that you can always be at the forefront of your customers’ conversations and top of mind. Here are some effective methods:
- Create compelling and consistent branding. Being known by your product or service is one thing, but being known as a brand is far more powerful. You need to be a brand that customers can recognise and identify with. This way, you are front and centre in the minds of your target market when it comes time to make a purchase or a recommendation. How do you do this? Find your niche and stick to it. If there’s a void that you can fill, then fill it consistently in an authentic, relevant and relatable way. Being consistent means that if your business has a well known logo, use your brand colour scheme in your designs, your ads and your other branding efforts. If you’re known for your impeccable service, play on that. If you’re known for your excellent quality or your low prices, make that a regular part of how you brand your business and how you market that brand.
- Organise your contacts. If you haven’t done this yet, then it’s time to start doing something with those email addresses you got from newsletter signups, whitepaper downloads and previous company events. Organise your contacts as one group and/or into smaller specific groups or segments for more personalised messages to increase engagement (e.g. surveys, lunch invites).
- Communicate regularly. Design marketing campaigns on a daily, weekly, monthly or quarterly basis. Think about it: Are you more likely to leave a vendor that engages with you regularly or if they only engage with you when your bill is past due? Let them know you care about them. Develop a plan for all your customer touchpoints. Do research on what your customers and prospects need the most:
- You can send a series of targeted emails containing relevant content or an invite to a short survey
- You can do a weekly call or web conference for project updates with customers
- Prepare a monthly newsletter to share valuable content like tips, timely topics, infographics, etc.
- Send a gift and thank you card once a year. The more unique and personalised your gifts, the more your customers will remember you. Create a highly-valued or exclusive piece of content once a year or a few times a year. For example: a quality research report, a branded video content or VIP event.
- Commit to social media and stay connected. Your customers and prospects don’t expect you to be available on social media 24/7 unless you are a large service based organisation. However, you do need to be there when most of them go online. This means you need to study your traffic or reply to queries within a reasonable amount of time. Also, find time to interact or engage with your customers. Once in a whilst, post user-generated content. Do these so your customers feel a strong connection with your brand and business. It’s better that you show up in their feed and make your presence felt, which is what your competitors are probably doing. Additionally, being active on social media also helps your credibility and SEO ranking.
- Share client-centric case studies. There’s a way to share your achievements without being company centric. Ideally, your case study should talk about what your work has done for the client and not discuss what work you did. In other words, a good case study should highlight your shared success. Whilst you highlight your skills, you also put the spotlight on the client’s success. This is the type of case study your prospects want to read.
- Improve the performance of your email marketing campaigns. Don’t do email marketing for the sake of doing it. If you do email marketing right, it can be an effective way to acquire new customers, nurture existing customers and retain those customers. Redesign your monthly campaigns to reflect your branding and relevance. If you can’t do it yourself, find a marketing agency that can do it for you on a monthly basis. An agency or a marketing consultant can help your business build email campaigns with professional templates, integrate your email list with social media and direct mail, and track the progress of your email campaigns.
- Offer additional value or incentives. Customers need to feel rewarded in order to make the decision to lock in and stay loyal to a brand. Loyalty cards or programs are very effective in keeping you top of mind with your customers. Use this strategy to develop brand loyalty amongst your existing customers. Loyal customers not only buy your products and services, but they also become emotionally attached to your brand. They may recommend your brand to others, develop an emotional connection, and act as a brand evangelist.
- Invest in retargeting. Not everyone who visits your website or social media page for the first time is prepared to make a purchase. It’s not unusual for people to click on a site, only to click away from it without taking action. Customers like to browse, they can be distracted and they want to wait. These leads, however, can be some of your most valuable, which is why it’s essential to bring them back with retargeting. Follow them after they’ve visited your site or engaged with your business online and re-engage them later on with targeted ads designed to help them come back and eventually convert. Retargeting is key for keeping your business top of mind when it matters most and will help you convert customers who’ve already shown interest in your brand and a desire for your products or services.
Some businesses become too wrapped up in acquiring new customers that they give little to no effort to nurturing their existing ones. Having great products or services is not enough to keep customers. It’s easy to lose them if you don’t invest and strengthen your relationships with them. Don’t be out of their sight, or you will find your brand out of their minds.
The key to sustaining long-term growth for your business is to build strong relationships with your existing customers so they become repeat customers and brand ambassadors. We can help you do all these. Let’s discuss how you can improve your customer retention strategy.