The Warmup strategy
It’s no secret that getting Leads online is one of the most complex marketing activities, especially for those companies that start their business from scratch or for those who have never invested in a way consisting of digital advertising activities.
We know you’re in a frantic search for new customers, whether you’re a furniture factory or a restaurant, or a doctor, lawyer, or real estate agent, BUT it’s not enough to open an account on Facebook or Google or LinkedIn and create some sponsored, to collect Leads.
We don’t want to dwell on technicalities in this video but focus on a fundamental element.
Who is our Customer Persona? Do we know him? Do we know how to identify And then, how do we plan to reach and convince this audience to take concrete actions, such as coming to our store or calling us to request our services?
The secret is to ‘warm’ our potential audience.
In concrete terms, you first need to be able to identify those who might be potentially interested in your offer. Then, but only then, start making yourself known with a series of strategies ranging from creating videos to digital material of various types, such as images, ebooks, courses, etc. In this way, you’ll have started to scratch the first natural resistance of your audience. How? Catching your potential buyer’s attention, let him know that you exist, and your Company can be the right one in case he needs your service or product.
Many marketers transform this phase into practical activities that in digital marketing is called TOFU or Top of the Funnel.
Subsequently, this depends on the type of business you conduct. You could go directly to a concrete offer (BOFU or Bottom of the Funnel phase), explaining your proposal with free trials, coupons, gifts, discounts, etc.
Or you could go through an intermediate phase, better known as MOFU or Medium of the Funnel, in which you involve more of the audience that you started to warm up in the initial phase of TOFU. How? For example, through sponsored ones that highlight the reviews of your previous customers or by inviting your preheated audience to your podcast channel or Youtube. But these are just examples. Each of us can develop different strategies at each stage, crossing the same, depending on tests already completed and previous experiences.
There is only one particular moment in which it is possible to skip the warmup phase: when the user searches directly for your business or, in general, your service or products online. As in the case of search activity on search engines. In fact, why should we warm up a lead if they’re looking for your restaurant or doctor’s office immediately? It wouldn’t make sense. While if this person is not actively looking for me but is simply spending time between his favorite blog, or an app, watching a video on YouTube, or reading some posts on social networks, then we should use the heating strategy. Because trying to sell something to someone who isn’t interested would lead to nothing but one result: wasting your marketing budget.
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