In these months of uncertainty, sales may be the last of the problems for many businesses. Don’t get me wrong, selling is what keeps a business afloat and existing, but there are many steps to take before sales are finalized. For example, since the pandemic took over, the volume of businesses that have gone online has doubled.
This is more competition for you, and consequently, a large part of the pie that you lose. So, at this point, selling is not the priority, but being in the consumer’s mind. This is what we call being “Top of Mind” among potential customers.
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How to be Top of Mind in my sector
Before continuing, let’s go back to basics. I want to know if you’ve really understood the concept of positioning in the consumer’s mind. With this example, you’ll grasp it quickly. Imagine you’re thirsty and you order a Coca Cola or a Pepsi at a bar; there are more cola brands in our country, but these two brands are leaders and are in your mind unconsciously. The same thing happens if you want a video console, the option that comes to mind is “a Play”, but there are other brands on the market.
That’s what it means to be Top of Mind for your audience. Since I’m convinced that you have your feet on the ground and you’re not aspiring to be Coca Cola for the moment, let’s focus on some tips to become the unconscious option for your customers and non-customers with 3 small actions.
Target a niche
Imagine you have a sports supplement store. Wanting to be Top of Mind right now against giants like MASmusculo or HSN is nonsense. In these cases, it’s essential to focus your efforts on a product or group of products that already work well for you.
If your star product is whey protein, target that product initially or the base category (depending on your resources). Then, you’ll expand to other groups. But don’t shoot at everything that moves, or your budget will disappear quickly.
Use Facebook segmentation
While it’s true that Google ads work very well, Facebook and Instagram are still two giants that you can’t ignore. My advice here is to take advantage of good user segmentation and target those who are likely to acquire your products.
If you correctly install the Facebook Pixel, you’ll be able to track conversions on your site better. And when you’re doing segmentation, if you already have an audience, go to the “People” section and click on “Insights”. There, you’ll get hints that you can use to target your ads correctly. Pay special attention to the “Lifestyle” section.
Work on content marketing
Content marketing is, and will continue to be, a very powerful tool not only to improve your positioning but also to use these texts on social media and email lists. In fact, this part is important, working on email campaigns is a very powerful way to keep your brand in your audience’s mind.
Offer discounts or some added value in exchange for visitors subscribing to your list. And don’t forget to clean it up occasionally to be able to segment them based on how your subscribers use it.
These are 3 basic tips, but if you carry them out consistently, you’ll be able to be present in the minds of many people when they acquire products they use in their daily lives. However, as always, it will depend on other factors such as your competition’s investment or the viability of your project.