Do you have an online selling strategy?
Have you developed an online selling strategy for your business? What would that look like if you did? The answer is complicated… If you expect to sell your products and services online, you have an battle to forge.
Let’s look at the statistic just for social media giant Facebook:
More importantly, if you are an advertiser, it is even harder to grab the attention of a potential customer. There are over 6 million active advertisers on Facebook. Six million people trying to sell us something at any given time. But how many of us buy something from a Facebook ad anyway?
What about the news feed on Facebook?
Undoubtedly, if you have tried to use Facebook in the past to sell your products you know that people tend to not like to see ads everywhere. So can you grab your audience’s attention without paying for ads?
According to Facebook:
“There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.”
That is a lot of content.
How to target your audience through online ads.
It boils down to four basic principles, you have to say the right thing, at the right time, to the right person at the right price and in the right place.
- Target: Are you hitting the right audience with your ad reach? Have you ever profiled who your audience is? Are they single mom’s on a budget or millionaires with money to spend? Do we have a profile of the spending habits? How are we measuring our advertising? clicks? How much time do people spend on our site? Do we know what our analytics are saying to us?
- Content: Does the image of what we are selling compete with what our competitors are doing? Are we adding value to the conversation with tips that could save people money, or recipes that would make anyone want to buy what you are cooking? The key to content is to develop that value proposition tailored to the clients that you are marketing to.
- Price: Price always matters. No matter how good your stuff is, someone else has equally good stuff. If you are looking for an impulse buy, price matters. You have to sell someone on the experience of having your product or service. That experience happens through content, it happens through reviews, and it happens through your customer service. All of these things work together.
- Right Platform: Are you selling a product on Facebook to an audience that is not on Facebook. Are you selling a service to LinkedIn that people are not looking for on LinkedIn? You have to know where to spend your advertising dollars and WHY you are spending them there.
Develop a digital marketing strategy to identify your audience.
That data is only as good as the user allowing us to access their data (entirely different blog.) For the most part you have to truly understand who your buyer is. You need to profile your ideal clients/customers. Collecting information from the people who are visiting your sites is a good indicator of who your audience is.
If you don’t have that piece in place you maybe spending money you shouldn’t on advertising. That is where a good digital marketing professional can help you identify where you should be focusing your online advertising efforts.
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