In episode #623, Eric and Neil discuss how you can stay top of mind. Tune in to hear what you should be doing to remain popular.
TIME-STAMPED SHOW NOTES:
- [00:27] Today’s Topic: Here’s A Unique Way To Keep Your Brand Top Of Mind
- [00:38] If you look at Drift, every time they launch a new feature, they always have a lot of fanfare and masquerade it as a product launch.
- [01:26] In 2017, Neil bought UberSuggest and relaunched it as a free tool in 2018.
- [01:45] He used Product Hunt to promote it.
- [02:15] Neil publishes to his blog 7 days a week!
- [02:32] You have to be relentless in order to stay top of mind. Tom Brady is a great example of relentlessness.
- [03:00] There is no one specific thing you can do to stay popular, but rather you have to try everything.
- [03:42] The rule of 7: someone has to see something 7 times before they convert.
- [04:10] By putting yourself out there, eventually, you will become top of mind.
- [04:51] Zoom doesn’t run a lot of ads, but they have billboards everywhere in San Francisco. They even bought a sponsorship at the arena where the Golden State Warriors play.
- [05:28] That’s all for today!
- [05:31] Go to Singlegrain.com/Giveway for a special marketing tool giveaway!
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The post Here’s A Unique Way To Keep Your Brand Top Of Mind | Ep. #623 appeared first on Marketing School Podcast.
Full Transcript of The Episode
Speaker 2: Welcome to another episode of Marketing School. I'm Eric Siu.
Neil Patel: And I'm Neil Patel.
Speaker 2: And today we're going to talk about a unique way to keep your brand top of mind. So those of you that didn't listen to the last episode or last couple of episodes, there is this concept of, if you look at the chat bot, Drift ... I guess we'll just call it a chat tool ... Drift, what they do is, every single time that they launch a new feature, and they did just about two days ago, they launch a new email sequencing feature and then they have this other email feature a couple of weeks ago.
So, it's basically nothing really that new at least to me. They'll probably challenge me on that but they basically keep launching. There's a lot of fanfare around it. They launch it for product content. They launch it to their list, they make a video around it. There's a lot of resources and effort that goes into each new feature launch. But the masquerade it as a product launch, and that's what keeps people thinking about Drift. And that's how Drift keeps gaining more and more momentum because, when I have conversations with people, it's not even just intercom anymore, I hear a lot of Drift going back and forth.
So this is something that, Neil, you did recently with a tool that you launched, right?
Neil Patel: Yeah, so I relaunched a tool called Ubersuggest. I bought it in 2017, early January 2017. Redid it. Relaunched it in January 2018. Made it completely free and even took my competitors paid features and released them for free within my tool. Then took it, put it on Product Hunt, promoted it, got a lot of votes a bit over a 1000, and then from there I saw consistent growth. The tool is now larger than it was before, even after the product hype died down cause more people got to know more about it.
Speaker 2: Yeah, the main thing here is, we're talking about these examples, but it is consistency at the end of the day. It's staying on top of mind, whether it's this podcast that you listen to, it's every single day. And, if you look at Neil's blog, he's publishing quite frequently every single week. It's not every day, is it?
Neil Patel: Every day.
Speaker 2: Every day. It's every day. So seven days a week, rain or shine, that's seven days a week he's speaking at conferences, he's doing some videos every now and then. There's just a lot of stuff going on in the content mix, and that's how you stay top of mind. Yes, it's going to be overwhelming but, if you want to be successful, sometimes that's what it takes. You have to be overwhelming, you have to be relentless. If you want a definition of relentless, just look at Tom Brady. Still, forty, forty-one years old or so, still playing at a very high level. That's the very definition of relentless. So somebody that won't give up. I don't know why I'm talking about football right now, but you have to have that consistency built into your regimen.
Neil Patel: And, if you want to see how consistent Tom Brady is, go watch Tom versus Time on Facebook block. It's amazing.
Eric's spot on though. If you want to be top of mind, there's not one specific tactic that you have to do. You have to keep just spraying people and letting them know that you're out there. And not in a tacky way. Yes, you can create amazing content that helps people each and every day. It doesn't mean they're going to read it every day, but whenever they're ready to read more information, it'll be there. You can email people every time you release more content a few times a week. It helps to stay top of mind. You can remarket and tell people about your products and services. And yet, even if it doesn't increase conversions and you're not making more revenue by doing the remarketing ads, but by displaying them every few days or every week or so often to people, at least your brand is topping and top of mind.
There's a rule in marketing, it's called the Rule of Seven. Someone needs to see things seven times before they convert. So by using the different channels. Look at us podcasting. We both do videos, we both do blog content, we both speak at conferences. We both do in-person meet ups in groups. The list keeps going on and on and on. From dinners, to networking events, to just walking down and helping people when they're emailing us with a question. Whatever it may be, we're trying to stay top of mind. Even partnerships with other people within our space.
But, by being out there. Yes, everyone's not going to see every little thing that you're doing, but eventually someone's going to be like, "Oh, I've heard of Single Grain. I've heard of Neil Patel Digital," whatever it may be. "I want to work with them because they're top of mind."
It's the same that goes with auto insurance. If you're in the United States, you always see Geico ads. And you see them so often, when you think auto insurance a lot of times people are like, "Oh, I should sign up for Allstate or Geico." It's not because each of their ads has a specific ROI, they're just so top of mind because they blanket the web and the offline media world, that you continually see them and you have no choice but to say, "Hey, I'm just going to go with one of these companies cause I don't know who else is out there."
Speaker 2: I'll give you two more examples before we go off air. So Zoom, which is the video conferencing/webinar tool that I use. You don't see a lot of Zoom ads out there. What you do see, especially when you're in San Francisco, you see on buses you see the billboards, they're plastered everywhere, you see Zoom. And I think I even saw a Golden State Warriors game and I saw a Zoom, they bought one of those panels that change from time to time on the basketball court. And so, they're all over the place. They're top of mind and I find myself talking about Zoom all the time, where I think they're doing a really good job in terms of keeping their brand in front of everyone.
Now, the other example I have, I actually forgot. So I can't give it to you anymore. So I guess we're going to go off air now. So, go to singlegrain.com/giveaway to get your marketing goodies and I'll see you tomorrow.
Speaker 1: This session of Marketing School has come to a close. Be sure to subscribe for more daily marketing strategies and tactics to help you find the success you've always dreamed of. And don't forget to rate and review so we can continue to bring you the best daily content possible. We'll see you in class tomorrow, right here on Marketing School.