You want to reach the masses – use the biggies Meta, Google, YouTube, LinkedIn do the heavy lifting for you. These platforms should be a part of any sensible advertisement campaign or digital marketing strategy.
You may never get the shopper to visit your page again – even if he or she is specifically looking for what you are offering.
Look at the recent situation- Facebook had an outage recently on Monday-11th Oct 2021. There were news posts the next day -the 12th of Oct-of financial losses ranging from a few hundred to millions of dollars because of the outage. Why not?
Look at the size and the numbers:
It is difficult to sell anything online without effectively using the platforms mentioned above. By having an online presence your market is the whole country or the whole world – if you so desire. Leverage the reach of the platforms effectively to scale and grow.
What is the use of shooting in the dark and hoping and you hit the target?
You want the bang for your buck – you should do the following:
Firstly, where do you go when you want to search something on the web? The search engines, of course, Google, Amazon, Yahoo, Bing, DuckDuckGo, AOL, Baidu etc. Where do your potential buyers go? Of course, the search engines. What you put out on the internet should be such that it is picked up and displayed to a potential buyer when he or she searches for it. You need to use the right keywords and the right format and the information that helps the buyer to decide.
You should target your content towards the correct audience so that you are able to convert them to buyers. There is no need to reach out to a larger audience if they are not interested in your product. Money is not cheap! It requires a lot of time and effort and of course money to make money. Especially, when you are a small manufacturer and have got a limited budget. You want not just big but the biggest bang for your buck.
How do you replace the emotions that are evoked when someone looks, touches, and feels a physical product? You are converting a 3-dimensional journey to a 2-dimensional one. From walking into a store, picking up, touching, and feeling your product from every angle to an image or a video with words about it. You need to ensure that, all you put out online- matters and has the right impact for a potential buyer. Images that call out, information that elaborates and educates and videos that show your product in the best possible way.
The buyers today have more choices today than ever before. They can compare your product with others by clicking through a few screens. They compare processes, features, benefits, advantages, disadvantages, customer reviews, after sales support and much more.
The buyer of today wants and has more information than the salesperson of the brick-and-mortar store. And you must provide that in matters of seconds or minutes – in the time that the shopper spends on your webpage or product information page. You must evoke the same or better emotions for the shopper to convert him or her to become a buyer.
Do Ads do that?
How do you measure if your Ads are having the right impact? Online marketers use parameters such as:
And many more. These gauge how your Ad is performing and whether it is having the right effect and whether continued paid advertising is justified or not. Without customers you don’t have a business. You want to scale and grow-sell more to the same customers or have more customers to sell to.
You need to worry about:
Say, your Ads worked their magic, and you were able to acquire customers. Now what next! What will make the customers stay?
Value – the worth your product offers.
Basic Economics says – you will part with your money if what you purchase with it has more worth that the money you offer for it. Right!
Your product of course must perform as expected or better than that. It must have a WOW effect. It needs to deliver more than the promise. Imagine what a crappy after sales customer service will do post-sales? Your product is no doubt good, but the customer has a nightmarish experience following up on the servicing. Value must be followed with CARE, HELP and SUPPORT. This is your true Value Proposition. Customer Engagement is important. This is what increases Customer Loyalty.
The magic happens online- and will continue to be so in this age. More small and medium manufacturers are coming online to take advantage of the possibilities that online selling provides.
However, it is important to leverage the online possibilities to get the reach, to scale, grow, sell, and serve better. We can help you on this journey; transition your business or complement it with an online presence. If you do not have an online presence or have one and are not being able to reap the fullest potential- we are there to serve you.
We enrich lives -online- one business at a time.
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