Is there some potential that you haven’t yet explored in your market? Well, there sure is. Then, there is a portion of potential consumers you must be willing to reach. Have you ever heard of cold, hot and warm audience? If you’re not in the marketing area, maybe it’s the first time. This metaphor is perfect and very easy to understand: the “cold” audience is the one who has never heard of your brand or service, doesn’t know you, has nearly zero information. The “lukewarm” audience advanced to the next stage of consciousness. This group already recognizes your brand, knows what you do and considers being your customer someday. What about the “hot” audience? This group has been in contact with you for some time and appreciates your content. These people trust your brand and are in the ideal time to buy.
Remember that your competitors often harass them all. This means your sale is never guaranteed. That is, the “lead” will only be a customer at the time of purchase. Okay, this sounds obvious, but remember to consider it for your marketing metrics. But then, what is the way to access your audience and “warm it up”? Here are some steps you can take.
1) Define marketing objectives and communication goals
Even before seeking the help of a professional communication specialist , clearly define your next short and medium term goals, in accordance with your company’s marketing plan or vision. Determine priorities in sequence. If people already know your brand regionally, you can move on to promoting products and services with specific line names, or expand to a national campaign. If not, start with a smaller geographic radius, focusing on the brand name only.
Yes, the professional copywriter or marketing consultant can and should help you refine your goals. However, for your safety and even to know which professional profile to look for, it is better to outline the basic objectives first.
Examples:
– Conquer brand recognition in the capital Curitiba /PR, in the aesthetic procedures segment;
– Appear on the 1st page of Google search results for “harmonização facial curitiba” within 3 months;
– Qualify the mailing base with 500 new contacts in up to 2 months.
2) SWOT analysis
Okay, that sounds boring. It’s a business management thing, but it’s important and fast. This list of 4 elements of your marketing scenario could come from your Marketing Plan. If you don’t have one, bring it to your strategist copywriter, as it will help a lot to plan the best tools and efforts for you.
Here’s an example, still with the simulation of a clinic for aesthetic procedures:
STRENGTHS:
Marketing budget for the semester (total value).
Strategic partnership with a local TV station.
Instagram channel already with 10,000 followers.
WEAKNESS(S):
It does not have an exclusive marketing team, only an assistant and the general manager.
THREAT:
High competition
OPPORTUNITIES:
Partnership with Influencer(s)
Offering graphic simulations to clients
3) Seek professional advice
As in any area, it will be essential to receive strategic guidance to create and execute tactics for attracting your new “leads” (contacts), nurturing and relationship up to effective sales.
It will be necessary to customize the inbound marketing “sales funnel” , that is, from your prospect’s journey to becoming a customer.
To hire an excellent marketing strategist copywriter , check the professional’s references and certifications. Then, select a proposal that can lead you to your goals.
4) Use marketing automation
Along with your copywriter, choose the most suitable tool to manage your leads. Depending on the your agreement, this routine can take place in your company, or you can delegate it.
To maximize your results, you’ll need the power of automation. It will be possible to integrate and schedule responses, remote assistance, publications and announcements. With a growing mailing, it’s impossible to do these procedures with dozens of isolated tools.
5) Monitor results and promote adjustments
Another huge advantage of automation tools is that they allow you to measure every action you take. You’ll know the acceptance of each message, open rate, click-through rate, time spent on pages and much more. In this way, the professional marketing specialist will be able to suggest adjustments, perform tests and develop a complete set of services. You can even optimize service pages (landing pages) of your promotions.
6) Have WhatsApp as an ally
Did you know that Brazil is the country that uses WhatsApp the most in the world? This is a fundamental piece to be integrated into your marketing actions, to generate quick responses and interaction with your customers, in addition to disclosures with even higher acceptance than by email. However, count on the guidance of your copywriting to regulate the frequency of shots. Don’t do like companies that bomb advertisements 10x a week, or write chatbots that can’t continue customer conversations.
In the right dose, WhatsApp will be like a “coffee” to warm up your audience 🙂
7) Do Content Marketing
Understand this item as something broad. Generating content is not necessarily writing a blog, although this is an excellent tool (especially to be found on the internet). Talk to the marketing strategist copywriter to define the priority platforms for your segment. Depending on your budget, deadlines and the availability of your marketing team, you can come up with the best plan.
The Content Marketing plan and editorial calendar may include blog, one or more social media with videos, newsletter, electronic magazine, courses, eBooks. This area often ends up joining with events, if you do virtual events like lives or webinars. The message is: be present where your audience is most of the time.
8) Develop your own style!
Searching for references, researching what competitors and leading companies in the area do is important. Just remember that if you do everything similar, it won’t stand out. It’s throwing a lot of money away, because your “persona” (intended customer) might even see your ad and not even remember who the advertiser was. Don’t be satisfied with little, develop your own brand language. Recognition does need repeated views, but communication needs to be impactful and original.
9) Run an ad campaign
Ad campaigns on the display network (Facebook Ads, Google Ads, Youtube Ads) are one of the highest return strategies for advertisers in some segments, and are suitable for everyone.
Unless your “persona” profile is completely averse to the internet and social networks, which is almost impossible today, you shouldn’t ignore these channels. This does not mean that you should not carry out conventional advertising and trade marketing actions, if you have a trade or retail business.
What makes this tool advantageous is the very high segmentation capacity, by geographic, social, behavioral and keyword criteria.
10) It warmed up, now what?
Have you verified that the actions paid off, and now people are very interested in your product? If some conversations have moved forward and leads have demonstrated that they are ready to buy, it’s time for some action. This is where the sales person’s active contact comes in to lead the sale. However, depending on the format of your business, if it is digital, there may be cart abandonment or purchase interruption. Or, there may be people at the ideal time who didn’t signal this. For this reason, you can create specific promotions for your registered mailing list, make periodic contacts or remarketing actions. One way or another, win that lead!
So, let’s summer with your mailing?
Send a message to Denise Maciel | Copywriter
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