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Selling Online – Target Marketing

Target Marketing

Right then.  We’ve talked about how technology, even Magento 2.0, isn’t really the most important thing, and we’ve learnt the difference between demand and nominal value.  We even know about typical and ideal customers and how to profile them.

So now what?  Well now you have got all of that straight, it’s time to put it int0 action and start making some money!  Here are a few tips on how to get the biggest bang from whatever size of budget you have through target marketing:

Targeting Your Marketing and Promotional Spend

Get to the right audience

Who is your ideal customer?  Where do they work, rest, shop and play?  We asked these questions before, now it’s time to build on the answers.  You need to build some partnerships and alliances to be successful.  The best people to sell your business and drive traffic to your site are other people and their businesses.  You can buy advertising space on their websites, but there are other options.

Look to form alliances with other companies that are already in touch with your target customers.  Offer them promotional adverts and links from your site in return for you linking from their sites.  Companies are always looking for this type of arrangement.  It really works to build traffic and generate sales.

Get the right message

No one has unlimited marketing funds.  Make the most of what you have.  Squeeze every drop of value from it.  A good example of this is the Sunday Times Wine Club and Naked Wines.  Naked wines get the typical customer and nominal value thing.  They target customers more specifically with a precise offer using quality, wine regions, grapes and give you the feeling of a special club that supports named wine producers and gives you great deals on price.  The price thing comes last and is the final clincher.

The Sunday Times Wine Club offer is built around price, only £4.29 a bottle.  This has a certain appeal but is blunt and clumsy.  Understand your customers in detail and target marketing comes naturally.  Use a scalpel and not a chainsaw.  It will pay off big time.

Routes to market

Use the real world.  It’s not all about banner ads, the internet and SEO.  Get some leaflets done, take out some brochure adverts, do a direct mail.  It will get your brand out there and into the consciousness of potential customers.  This means that when they visit your webshop, they will know about you, this familiarity leads to trust which leads to sales.

You can get great deals on traditional advertising these days.  Newspapers, radio, cards in windows, mailshots, leaflets, business cards, brochures and magazines are all important channels offering large exposure for your business and brand.  They all complement a wiz bang webshop.  All of these will all be keen to do a deal with you, and for much less than you might think.

Pop Up Shops – Get your brand out there!

Pop-up shops are a great idea for internet sellers too.  A time limited staff in your local shopping centre costs a tiny amount for a week.  You may not break a sales record, but you will get your brand out there.  Well worth it.  Check out this pop up shop umbrella company, We Are Pop Up, or just contact your local shopping centre manager – I guarantee they be willing to help.  You are helping them create a more attractive environment for their customers too, and there are quite a few empty shop units at the moment!

Sponsorship

… and no I’m not talking about a premier league football team.  It doesn’t have to cost £000s.  Sponsorship is often free if you pay for the production of publicity materials.  One our clients did this for a local beer festival and it was a great win win solution.  Programmes and leaflets for the event were free in return for brand building and awareness.

Link this to your customer profiling and your understanding of nominal value.  Pick events to sponsor that will have a high proportion of your target customers at them.  The possibilities are endless, children’s sports teams, nightclub events, village fete’s, car boot sales and so on and so on.  Make some contacts, negotiate and do some deals.  All good stuff and gets your business out there.

 

 

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3 Comments

  1. admin

    Additional point to add thanks to google+ colleague Sita Cole. It’s important to show brand awareness so potential customers will remember you when they need something.

  2. Ted

    I will right away take hold of your rss feed as I can’t to find your email subscription hyperlink or newsletter service. Do you have any? Please let me know so that I may just subscribe. Thanks.

  3. Steve

    An intriguing discussion is worth comment. I think that you need to write more about this issue, it may not be a taboo matter but typically people don’t speak about these issues. To the next! Best wishes!!

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