Your product or service is the last thing on their mind. They are subconsciously filtering out your content unless you can make it relevant to their world.
Relevant content to them is content that presents a unique or useful perspective on a current paint point they are having. The primary goal is to build trust or rapport between your brand and the prospect.
Targets in the awareness campaign will see your brand’s ads on supported networks including Google Display Network and Social Media Platforms.
Why should one of your target accounts take time away from everything else they are doing to engage with your brand and content?
Through the awareness campaign, we have built some trust and affinity between your brand and the target account. Now we will need to frame their problems in ways your company offers the solution. This means altering their perception to understand why their problem is important to solve.
This is not content that is focused on your products. But rather the problem these products can solve.
Targets in the education campaign will receive automated email messages from your sales team, along with display and social ads pointing to the educational content.
The trust and awareness between Waukesha Foundry and your target accounts have been built. Your prospects understand there is a problem and we will provide the path to resolve that problem.
Your products offer the solution to the problem that was framed in the education campaign. Along with showcasing your products, we will show them the next steps towards easing the pain they are causing.
Another round of automated emails with more direct response display ads will be used to establish connections and begin conversations.
Now comes the hand-off for sales to take over. These will be direct emails from the sales team using all of the information we have acquired from the campaign. While not every prospect will have a need at the moment, this direct connection will open the door for future conversations.
We don’t want to lose the trust and rapport we have built with the target accounts just because there isn’t an immediate need. Nurture campaigns allow us to stay top of mind on semi-regular intervals to provide value without being focused on sales. This will allow us to continue building trust and be the first company they think of when there is a need.