Marketing Blog

Never give up

OK, that might sound rather obvious but it is also very true. How many of you have tried to market your business online only to give up because 'it wasn't working'?

If you do your research it will work after all, what other medium of communication allows you to target your marketing efforts to a specific audience? And such a large audience?

Granted marketing for a small business can be daunting so before you begin you need to set some ground rules:

• What's your budget?

This is number 1. Set your marketing budget and stick to it. Don't get caught up in the 'oh, he's advertising over there, I'd better follow him' syndrome. Surprisingly enough the more money you shell out doesn't correspond to the amount of sales you'll generate. Be specific, be targeted.

• Who are your customers?

If you don't know who they are, how can you market to them? What type of person are they? What are their likes and dislikes? Once you have a profile of your ideal customer your marketing will become a lot easier.

• Why do they buy from  you?

To answer this you need to know the benefit of your product. People buy from you because your product helps them solve a problem they have. You have to identify that. Once you have, that will give you the main driving force of your marketing campaigns. It can make up your headings and content - push your benefits because they are the most valuable asset you have.

• Give an offer

Giving an offer to someone after they have bought from you may seem odd, but how many receipts have you received from supermarkets that have an offer of some sort printed on them? By giving an offer on your receipts and invoices you are strengthening relationships and encouraging them to buy from you again. Simple but effective.

• Testimonials

People love real life stories. By displaying testimonials on your website or in your newsletter you'll increase your credibility in your customers' eyes and they'll be more inclined to buy from you.

• Find your ideal partner

No, this hasn't suddenly turned into a post for a dating agency. Finding another business that you can partner up with can generate a huge amount of business at little cost. The relationship would obviously have to be reciprocal but it will work because it increases the reach of your marketing.

So there you go. Online marketing may seem easy at first but if you don't do your research first you'll be singing in the wind. The main thing to remember is to be focused in your approach - do your homework.

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