Launching 19thHoleSwag.com in the coming weeks, a members only flash sale company that offers wholesale prices for designer brand golf styles, and am looking for the most effective ways to introduce the business to people and get more members to sign up.
You can split in 2 strategies long term and short term. Short term you need ads.
Ads via Google work because you get immediate response, trouble is if your not well acquainted with SEM you may overspend do to the lack of bad landing pages, unuseful keywords and just low conversion rates. But if done properly you will have a machine with good ROI.
Facebook has now a deeper level of interests, from special demographics to campaign audiences that can be built from previous lists you may have. Lets say you have a landing page where you said soon to launch and collected emails. You could later ran ads to those users via fb or use their lookalike feature to relate to users that may have the same patterns or behavior and thus promote to a bigger list.
Long term you could focus on inbound content, videos, lists that add up to content that people may search if you have a good understanding of what keywords are trending and what is their volume of search. Also how hard it is to get your content to rank via SEO based on what your competition is currently doing.
happy to get on a call if you need more guidance.
Ideally, you'll have a short writeup that captivates attention ... placed on a full page lander that
(1) captures email addresses from interested golfers,
(2) encourages people to spread the word on social media right away,
(3) invites some immediate small purchase or commitment. That way the product itself gets its foot in the door and serves as a reminder of your brand at home.
Once you have a landing page that convinces and converts, the question then becomes how to attract relevant, high-volume traffic to that landing page.
You'll need to pay for advertising. In my opinion, SEM in high-competition search verticals would be the wrong way to go. I say that because SEM converts best when the results match someone's preconceptions of what they're looking for -- and not for introducing a novel idea. Someone looking to purchase clubs may not be in the right frame of mind to SIGN UP for a club.
Facebook advertising might fare better than AdWords if you can home in on the golfing demographic. Concentrate on low-CPC search verticals if you're going to use SEM. Or, better yet, woo some golf bloggers. Craft an affiliate program. Find sites where golfers congregate. While they're reading about a golf course, I imagine they're in the mood to discover something new and have a moment to look at your offering.
Mainly what I do is naming, branding, and domain consultation. But I'm toying with the idea of offering short-form copy writing services -- not articles but small, functional, branded wording. Think ad copy and landing-page text. So if that's of any interest to you, we can talk about it. If not, good luck!
I am huge fan of keeping this type of targeted marketing simple. You are looking to hit golfers? Head to a course, sit in the lounge or bar most of the establishments have. Analyse how people are engaging via social or digital apps. Target those apps. Hit the golfers where they are.
It starts with strong messaging and being able to differentiate yourself from similar service. I would explore the idea of using Facebook ads given the ability to micro-target.
When it comes to marketing, you need to keep in mind the following:
1. Social Media Marketing (SMM): Create social profiles, post about your products there and interact with your fans. Aim as well to post ads in social media networks as it is an effective way to get traffic right away. Social media networks include: Facebook, Twitter, Google+, LinkedIn, YouTube, Tumblr and many others.
2. Search Engine Optimization (SEO): This includes creating high quality related content and ranking this content in search engines to get traffic organically.
3. Search Engine Marketing (SEM): is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. That includes posting ads in search engines and optimizing those ads depending your niche, products and competition.
4. Offline Marketing: If you can market your website at some relevant events or within your circle, then you must do that as well.
Returning back to your question, the best marketing strategy is for you to create multiple marketing campaigns. Everything has to be balanced. Don't rely on one source of traffic and note that marketing is a continuous process.
Hope that helps!
P.S: Let me know if you need any further help!