MARKETING TIPS

Want More Sales?

8 Essential Marketing Tips to Build Your Business

You know you have a great product and you know it will solve problems facing equestrians, so why aren’t more people jumping on your website and buying it? 

The trouble is, the virtual world is very noisy and being seen requires quite a lot of planning and effort, something that takes time that you do not have available. There are a few basic things you are able to do that can ensure your marketing dollar is being well spent and will assist you to be seen by your target market right across the country.

Sales come from leads, the most obvious thing for you to do is increase the number of leads you are receiving. Easier said than done, right? What you don’t want though, are cold leads. You want to be attracting new qualified leads, ones that are ready to buy, remembering to nurture your existing customers along the way.

1. Sell the BENEFITS

Customers care more about WHY they should be buying your product or service, not WHAT you are selling.

Instead of talking about products and prices, let your customers know what benefit they’ll get out of using your products and services. Make your customer the hero of your marketing story.

2. Understand the Importance of BRANDING

A consistent brand identity is paramount to the success of your business. Branding adds assurance to your marketing messages, and statistics say, your target audience is more likely to take notice of your message. 

Think of the world’s top companies and how they communicate through their branding. They instill in us a sense of trust and purpose, they catch our attention in any medium using consistent styleguides, they tell us something about their character and mission. No matter what information the ad campaign is telling us, the company branding is underpinning it all, all the time, every time.

3. Include Both PRINT & DIGITAL in Your Marketing Mix

Digital advertising has the benefit of containing live links that are an immediate “Call to Action” for your leads. The target market can be reached in a cost-effective and measurable way and brand loyalty can be increased, resulting in greater online sales.

Print is a powerful marketing channel and shouldn’t be ignored in the marketing mix.

While social media is still an incredibly powerful marketing channel, catalogues and magazines can reach those who have chosen to “unplug”. Printed material is charmingly different. Its tactile, engaging properties and its ability to hang around for a while (coffee table, floats, back seat of the car, kitchen bench, loo), make it a very worthwhile marketing channel.

Magazines and catalogues create instant engagement, and if the content and design are right, instant action.

4. USE MORE THAN 1 PLATFORM

Test the waters on a number of marketing channels and ideas to see which work the best; which ones reach more of your target market and which ones get the most sales conversions.

Also, when your customers see your business on social media, read about it in a blog, see your product ad in a catalogue and visit your website, they’ll start remembering your brand and accepting it as a trustworthy, known entity. When they come to needing your product or service, it’s your brand you want them to think of.

5. Use DISCOUNTS & OFFERS to Lure Leads

Offering product discounts is a great way to create leads for your e-commerce business. Making them “exclusive” has proven to be especially effective.

After you’ve decided on your product or service discount, create a campaign to promote the discount via a variety of marketing channels, including social media, a week before the discount is announced. This gives ample time for the message to get out there to your target market, while still maintaining a buzz.

Lead generation using coupon codes is the cheapest way to go about it. You’ll be generating qualified and interested leads as well as sales.

Becoming a hunter and gatherer of leads will ensure your sales grow.

6. What’s in it for me? AKA WIIFM

When marketing your product, think about your end user. What needs does your product satisfy? What problems does it solve for your customer? What is its point of difference from your competitors?

When marketing your product, think about your end user. What needs does your product satisfy? What problems does it solve for your customer? What is its point of difference from your competitors?

WIIFM is the stuff that shows what you have to sell matters to those you are trying to sell to. It’s the value proposition, the thing that makes them realize that what you’re offering is worth their money and/or time.

Imagine travelling in an elevator with a potential customer. You’ll have about 30 seconds to convince them that your product or service is superior to your competitors and why the customer should buy it. This 30 second elevator speech is your value proposition, stating the specific value that your product or service offers to your customer.

Create Your Value Proposition

Define your target audience. You need to figure out who your customers are.

Know your competitors.

Define the needs your product or service meets.

Dispel myths.

Create a clear mission and message.

7. Move Your Leads Off Social Media

Ensure all your promotions encourage potential leads to head back to your website.

Whilst Facebook, Instagram and LinkedIn are fantastic for promoting your business, they are not so fantastic at making sales or capturing leads.

8. Include a CALL TO ACTION

A “Call to Action” prompts a buyer or lead to take a specific action.

It might be to visit your website, download some information or enter an email address. All of these CTAs assist in moving your lead just a little bit further through the buying funnel and closer to becoming a customer.