When undertaking a marketing campaign many businesses and agency’s take a blanket approach, being of the mindset that if you get in front of enough people with your product then you will convert some sales. To a certain extent this is true, but there are two questions that you should ask yourself when marketing especially to a specific geographic area.
- Am I giving the customers who have never heard of me (Your unknown market) enough of the right information?
- Am I giving the people who know about me (Your known market) the information they are looking for?
Advertising to the unknown market
We spoke in an earlier blog about the two types of advertising (Stimulative Marketing & Directive Marketing) whilst as internet marketing people we will always recommend directive advertising, for larger brands and for businesses with large marketing budgets both of these methods can be effective.
Stimulative advertising to your unknown market can help increase brand awareness, to do this you have to firstly understand that your conversion rate may be quite low as you are targeting people who may not yet be in the market for your product, you also need to sustain this advertising for a good period of time to keep reminding the unknown market about your brand. Doing this right will bring turn your unknown market into your known market before they are in the market for your product, so when they are approaching the decision to buy you should be in the running.
Unique Selling Points
Your unknown market want to know that you are reputable and that you offer value for money, they will also probably be comparing your service to the service of your competitors, many of which they will also be unknown to, this is why it’s important that any advertising that you do to your unknown market clearly expresses your USP or (Unique Selling Point) to ensure you have an edge over your competition.
Take time to think about whats special or different about your business or product and think of a way to communicate this to your clients. Many companies focus on price being a USP which is great but what happens if a competitor undercuts you or is just cheaper, USP’s are better focused on quality rather than price, give your customers a reason to spend more money with you.
Testimonials & reviews
Testimonials and reviews on your website can offer a powerful insight to what people think of your business or service, ensure you quote a positive review which is visible on your advert of web page
Advertising to the known market
The chances are if your known market are searching for you that somewhere down the line they’ve either used you before, you’ve made them aware of your brand through previous marketing or they have heard about your great USP’s, reliability, and value for money from a colleague or friend through word of mouth.
Make sure you can be found
What you don’t want to do is turn them off by having a below par or difficult to navigate website or even worse not being in the places where they’d expect to find you like Google or in well known directories, if they can’t find you they will find one of your competitors. Contact our web design team about effective layouts and responsive websites, or speak to us about SEO & Internet Marketing.
Tell them what they need to know
They are probably looking for either your telephone number, your address or your opening hours so it’s important that on your website or anywhere you are listed on the internet that this information is readily available and easily found.
Tell them what you offer
They may also be trying to confirm that you offer the specific product or service that they are looking for, so ensure that you detail everything you do on your website and that you keep your products & stock up to date. Make sure that even obscure items that you may not sell many of are listed, your known customer may be looking for exactly that.
You’ve got their interest now keep their interest!
If someones been recommended to use you or have used you before and they’re on your website half the battle is won! Make sure that your website is engaging with the right information as mentioned above, invite them to view, like or follow your social media profiles & highlight your special offers or USP’s