OK, so Obama is in office, discretionary income is low, and therefore store front and/or website traffic is down... A lot of consumers have slowed or completely stopped buying non-essential products like home improvement, hot tubs, new cars, etc. and many of the other products you sell... they aren't eating out or going out for entertainment near as often. Well, unless you are ready to throw in the towel, and close up shop, it’s time to start finding new ways to drive prospects to your store/website.
According to some estimates, the average consumer is exposed to about 3000 advertisements per day. So in order to capture your prospects attention, you must offer something unique.
Here are a couple of unique ideas to think about...just a few... I'll give you three:
1 – Co-branding/Joint Ventures
Contact complimentary businesses that sell to your target market. If you are targeting consumers that suffer from back pain, why not get in touch with a local chiropractor, massage therapist and an acupuncturist and have an open house hosted in your store.
Create an ad inviting back pain sufferers to a “Lunch and Learn” Back Pain Clinic on a Saturday afternoon. Each of the sponsors sends out invitations to their current list of customers and prospects and at the end of the event, you all get to share the leads that attended.
That combines two strategic elements: co-branding and event marketing
2 – Offer Unique Promotions
If you think that you can rely on the standard “We match our competitor pricing” or “money-back guarantee” to drive hungry consumers to your business, you are sadly mistaken. Those are too simple for hard times...too generic. Customers are already expecting this and quite frankly, in many industries, this the “the price of entry” – in other words, this does not make you any different than your competition.... b.k.a. "everyone does it."
This is going to get into web design a bit now but stay with me. It applies to brick and mortars also. Every website visitor that you have comes with a problem that they want solved or information they want to find. But prospective customers or clients may be at different stages of the decision-making/buying process. Some may indeed to ready to 'buy now' others maybe, and most are, still in the process of gathering information: finding out why, where, what makes you better, do I need it, etc.
Regardless of what stage in the buying process the're at, you will need to provide them with the useful information that they are looking for as a potential customer so that they can use it make an informed decision about their purchase. If you don't, they will leave you site "wanting" and that's not good for your brand or your hopes of having them purchase from you when the time comes.
Selling most products & services these days will requires that your potential customers be educated about what you do, who you are, why you are different and how your products/services can fill their need. This has been deemed “Education based Marketing” but it's a fundamental and critical part of the buying process that you must fulfill... because the educational process IS the heart of the selling process. And that's what you want to do. Your clients are wanting & needing information and they want credible advice. What they DO NOT want ever is a sales pitch....no body likes to think they are being sold. It has a negative connotation to it. Of course, educating them on why you are better, different, etc. IS sales... so there you go.
Everything you do on you site should have one overriding objective – turning visitors into sales! No surprise here. But you have to do it in a way that is comfortable and effective FOR THEM. This is the purpose of customer targeting and the focus of the LISTEN stage of Straight Line Marketing.
Another element that would help in the sales/buying process would be to provide numerous touch points with the prospect while they are considering, researching, and thinking about this purchase. One way set it up where you can verifiably do that is by capturing their contact information, minimally their first name and e-mail address, so that you can reach out to them again.
What you want to do is get first time visitors to opt-in to something you offer. This could be an email list for future promotions, the opportunity to find you on Facebook, how to follow you on Twitter, or an informational newsletter or blog. In order to do convince them to provide you with their information, you have to offer something they perceive as valuable, something that they want in exchange for providing you their contact information.
There are several different things you could offer: email lists, blogs, white papers, special reports, etc. Their purposes are all to provide needed information that your prospect couldn’t get anywhere else, thus building value in the mind of your prospective client (many times before you even meet in person). This are just some of the things we brainstorm during the THINK stage of the Straight Line Marketing process at Reformation Productions.
3– Tie in With Charitable Organizations
Why not find a way do some good for your business and your community at the same time. Create promotional tie-ins with local charities. Doing so can exponentially drive traffic to your business. How?
Here’s an example. Hold a local high school football team car wash or blood drive in front of your store or do a charity drive at your office. In both instances, both you and the charity being sponsored can get free Public Relations in addition to any advertising you both do. Effective PR can definitely send traffic to your store especially if a school or charity is endorsing it.
After the event, invite the charity and the local newspaper or TV station back to your store and have pictures taken of you and the charity along with the oversized check.
Another example, our company offers event photography and blog write-up to all local charities. We've been known to contribute other things that fall under our expertise, but event photography and public relations is what we put out there. You see our company is passionate about helping local businesses and being charitable. What better way to communicate that aspect of our brand than partnering with local charity events?
In summary, as a business owner, you know that you have to marketing your business if you want to stay in business. That isn't the question. The question is how to market the most effectively and efficiently that you can in these hard times. When the going gets tough, the tough get strategic and creative. We can help you through all this. Our passion is for local businesses and helping them get ahead in the marketing game...even in this down economy.
Contact Rachel Bennett at www.ReformationProductions.com or call 404.862.8814.
Reformation Productions is located in the north Atlanta metro area of Gwinnett County near the following surrounding areas: Dacula, Buford, Hamilton Mill, Braselton, Winder, Duluth, Lawrenceville, Norcross, Hoschton, and Suwanee.
Showing posts with label web design. Show all posts
Showing posts with label web design. Show all posts
Tuesday, July 5, 2011
Monday, May 9, 2011
Case Study: Using Social Marketing Techniques in Ecommerce
Case Study: Using Social Marketing Techniques in Ecommerce
By Greg Holden
I just returned from attending a writers workshop at which budding authors were exhorted to develop a "platform." What, you ask, is a platform, and what does it have to do with selling online? It's quite relevant to anyone who wants to connect with others online, in fact, whether they are buyers or readers (or my own dream audience, buying readers).
A platform is a base of people who know you and who want to hear what you have to say. Once you have a platform, you can sell to it, whether your product is a book, an e-book, jewelry, electronics, or other products.
How do you develop a platform? You network, in person or online. Social networking through blogs, Facebook, and Twitter is all the rage. But lectures, visits to flea markets or other venues, and media appearances are still essential to develop the all-important word-of-mouth market.
If you're looking for a good example of someone who continually works at building a platform and who enthusiastically sells to that platform through multiple online venues, look no farther than Nathalie Girard. The 45-year-old artist, jewelry designer, and metalsmith is the owner of Canadian Rockies Art/NGOriginals, based in Calgary, Alberta, Canada.
Girard has all the basics: a blog, a Facebook page, a Twitter feed and a website (NGOriginals.com). She also sends out 3-4 email newsletters per year. Not only that, but she operates five separate Pro-level storefronts on the arts and crafts marketplace Artfire and two stores on Etsy.
As someone who has a hard time posting on a blog or on Facebook, I had to ask Nathalie how she finds time to write, email, post photos, write sales descriptions, or otherwise contribute to all of these venues.
Her first response: "I don't sleep...LOL."
Then she added that she is not always consistent with her blog, Twitter, and Facebook. "I have not been efficient enough about handling social media up until now, but I realize that this is an important part of doing business online." She did admit that she checks emails and answers customer inquiries seven days a week.
And she's a fast typist.
"I usually handle correspondence when I first get up in the morning (usually as of 9 to 9:30AM in the morning on weekends, and as of 8:30AM during the week) for emails that have been received during the night. Then I check them again every couple of hours until I go to bed basically. If something comes in that requires an answer, I reply immediately. If I have to go out for errands, etc., I get my messages on my Blackberry, so I can see if something needs a quick reply on the spot or if it can wait until I get back at home."
A blog might have some obvious benefits for a writer, but how can it help an ecommerce store owner? First of all, it helps gives your website better placement on Google search results, explains Girard. "Google loves blogs, which makes it an important tool to use when selling online. The more quality link-backs to our online selling venues and listings, the better."
One of the perennial obstacles to having a blog is the question of what to talk about every day. It turns out that ecommerce store owners have a solution: you can always talk about your products. Girard describes where they came from, what makes them special, what they're made of, and more. "We talk about our latest creations, talk about techniques and materials, and share tutorials. The more we develop brand recognition, the more we increase sales over time."
Talking up your business, your expertise, and your products is just one way of using a blog to support sales. Another is straightforward inclusion of sales descriptions and prices for selected merchandise. Girard says it's not at all uncommon for readers to make a purchase of merchandise advertised on her blog.
"I've had people purchase something after seeing it on my blog," she acknowledges. "Others have contacted me to inquire about custom work because seeing one of my designs inspired them to get something adapted to fit their special needs or their own taste more closely. Blogging helps to open the dialogue. It also offers a glimpse of the magic in the creative process and a peek at the artist's life. It's an important part of connecting with potential buyers."
Girard uses WordPress to create her blog, which appears on her website. Hosted for less than $5 per month by a service called HostGator, her website serves as the focal point for linking her five ArtFire and two Etsy storefronts. (My next column will examine how this busy seller juggles all these business presences and how she chose this host as well.)
Perhaps the most important way Girard connects with buyers is by answering questions promptly. Like virtually everyone who sells regularly online, she is a frequent "multitasker" and will return calls and inquiries as soon as possible, no matter what she's doing or when the question comes in. "Good customer service is important to me. I don't leave buyers or potential buyers hanging without answers," she says.
Email newsletters are an especially important part of a platform, and one of the most difficult to maintain. On hers, Girard promotes special holiday sales and products. She offers sneak previews of new items to come, special sales and special discounts or giveaways for her subscribers.
All of this promotion and customer service might seem like a lot of extra work for a seller. But Girard says it all fits in with her philosophy, which is one I've heard from other sellers over the years, though perhaps not expressed in the same words. As she puts it: "The more we share, the more we have."
Do you have an interesting story about your business or a set of tips to share with other ecommerce entrepreneurs? Contact me at greg@gregholden.com and you may be profiled in a future AuctionBytes column.
About the author:
Greg Holden is AuctionBytes Contributing Editor. He is a journalist and the author of many books, including "Starting an Online Business For Dummies," "Go Google: 20 Ways to Reach More Customers and Build Revenue with Google Business Tools," and several books about eBay, including "How to Do Everything with Your eBay Business," second edition, and "Secrets of the eBay Millionaires," both published by Osborne-McGraw Hill. Find out more on Greg's Web site (http://www.gregholden.com), which includes his blog, a list of his books, and his fiction and biographical writing.
Talk with us Reformation Productions about establishing a web presence, use of social media, and how to save time managing it all.
www.ReformationProductions.com
By Greg Holden
I just returned from attending a writers workshop at which budding authors were exhorted to develop a "platform." What, you ask, is a platform, and what does it have to do with selling online? It's quite relevant to anyone who wants to connect with others online, in fact, whether they are buyers or readers (or my own dream audience, buying readers).
A platform is a base of people who know you and who want to hear what you have to say. Once you have a platform, you can sell to it, whether your product is a book, an e-book, jewelry, electronics, or other products.
How do you develop a platform? You network, in person or online. Social networking through blogs, Facebook, and Twitter is all the rage. But lectures, visits to flea markets or other venues, and media appearances are still essential to develop the all-important word-of-mouth market.
If you're looking for a good example of someone who continually works at building a platform and who enthusiastically sells to that platform through multiple online venues, look no farther than Nathalie Girard. The 45-year-old artist, jewelry designer, and metalsmith is the owner of Canadian Rockies Art/NGOriginals, based in Calgary, Alberta, Canada.
Girard has all the basics: a blog, a Facebook page, a Twitter feed and a website (NGOriginals.com). She also sends out 3-4 email newsletters per year. Not only that, but she operates five separate Pro-level storefronts on the arts and crafts marketplace Artfire and two stores on Etsy.
As someone who has a hard time posting on a blog or on Facebook, I had to ask Nathalie how she finds time to write, email, post photos, write sales descriptions, or otherwise contribute to all of these venues.
Her first response: "I don't sleep...LOL."
Then she added that she is not always consistent with her blog, Twitter, and Facebook. "I have not been efficient enough about handling social media up until now, but I realize that this is an important part of doing business online." She did admit that she checks emails and answers customer inquiries seven days a week.
And she's a fast typist.
"I usually handle correspondence when I first get up in the morning (usually as of 9 to 9:30AM in the morning on weekends, and as of 8:30AM during the week) for emails that have been received during the night. Then I check them again every couple of hours until I go to bed basically. If something comes in that requires an answer, I reply immediately. If I have to go out for errands, etc., I get my messages on my Blackberry, so I can see if something needs a quick reply on the spot or if it can wait until I get back at home."
A blog might have some obvious benefits for a writer, but how can it help an ecommerce store owner? First of all, it helps gives your website better placement on Google search results, explains Girard. "Google loves blogs, which makes it an important tool to use when selling online. The more quality link-backs to our online selling venues and listings, the better."
One of the perennial obstacles to having a blog is the question of what to talk about every day. It turns out that ecommerce store owners have a solution: you can always talk about your products. Girard describes where they came from, what makes them special, what they're made of, and more. "We talk about our latest creations, talk about techniques and materials, and share tutorials. The more we develop brand recognition, the more we increase sales over time."
Talking up your business, your expertise, and your products is just one way of using a blog to support sales. Another is straightforward inclusion of sales descriptions and prices for selected merchandise. Girard says it's not at all uncommon for readers to make a purchase of merchandise advertised on her blog.
"I've had people purchase something after seeing it on my blog," she acknowledges. "Others have contacted me to inquire about custom work because seeing one of my designs inspired them to get something adapted to fit their special needs or their own taste more closely. Blogging helps to open the dialogue. It also offers a glimpse of the magic in the creative process and a peek at the artist's life. It's an important part of connecting with potential buyers."
Girard uses WordPress to create her blog, which appears on her website. Hosted for less than $5 per month by a service called HostGator, her website serves as the focal point for linking her five ArtFire and two Etsy storefronts. (My next column will examine how this busy seller juggles all these business presences and how she chose this host as well.)
Perhaps the most important way Girard connects with buyers is by answering questions promptly. Like virtually everyone who sells regularly online, she is a frequent "multitasker" and will return calls and inquiries as soon as possible, no matter what she's doing or when the question comes in. "Good customer service is important to me. I don't leave buyers or potential buyers hanging without answers," she says.
Email newsletters are an especially important part of a platform, and one of the most difficult to maintain. On hers, Girard promotes special holiday sales and products. She offers sneak previews of new items to come, special sales and special discounts or giveaways for her subscribers.
All of this promotion and customer service might seem like a lot of extra work for a seller. But Girard says it all fits in with her philosophy, which is one I've heard from other sellers over the years, though perhaps not expressed in the same words. As she puts it: "The more we share, the more we have."
Do you have an interesting story about your business or a set of tips to share with other ecommerce entrepreneurs? Contact me at greg@gregholden.com and you may be profiled in a future AuctionBytes column.
About the author:
Greg Holden is AuctionBytes Contributing Editor. He is a journalist and the author of many books, including "Starting an Online Business For Dummies," "Go Google: 20 Ways to Reach More Customers and Build Revenue with Google Business Tools," and several books about eBay, including "How to Do Everything with Your eBay Business," second edition, and "Secrets of the eBay Millionaires," both published by Osborne-McGraw Hill. Find out more on Greg's Web site (http://www.gregholden.com), which includes his blog, a list of his books, and his fiction and biographical writing.
Talk with us Reformation Productions about establishing a web presence, use of social media, and how to save time managing it all.
www.ReformationProductions.com
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