I'm in a unique position to be first to market for a new women's business, launched in November. Press efforts are paying off with some great recent write ups and more to come. Social media has been slower, but growing as I've started collaborating with bloggers. The most immediate and significant sales come from the press, but these live only as long as you're on the front page of a major website. How do I use this traction towards my inbound marketing? I'd like to develop a strategy but my first dilemma is that women are not necessarily looking for my product. They are converting, asking questions, and then telling friends once they purchase it. I'm considering affiliate marketing but I'm unsure if this is the right approach.
Quickest way to keep your content is to use the same inbound strategy you have had success with but "pay to play" use a small budget and you can start with $5 on most ad networks Facebook might actually be a good spot as you can target the fans of your industry magazines and your great promotional article will appear as a sponsored article
You can also buy access to press release syndications which gets your message out there for your business launch.
You can also start contacting the local news networks for local TV spots if you really want to pursue this direction as well as one of the many radio and TV slots that require great content and interviews each and every day.
The education lead in sounds like a good starting point for your as it will outline and highlight the awareness of who you are and what you do and how you can help.
This content is really very simple and const effective to "promote" in front of your audience.
Call me if you need a more detailed and structured plan of action to move forward with your project
If you plan on leveraging inbound marketing, I would proceed like that :
- Review all the questions and messages you already got from the women you mention and list the way they express a) their PAIN POINTS (in their own words) b) their interests in your products
- At this stage, you should really focus on getting their emails. They're not ready today... but in 3 weeks, 2 months or 6 months, you should convert part of this traffic.
- To get the emails and start nurturing your leads, you need to implement a system. For example, when you collaborate with press and bloggers, make sure that the links you get point to specific Landing Pages which use the words you've previously listed. Don't them send them to your homepage. Instead, create as many landing pages as necessary, depending on your offers/products, and clearly state the benefits they will get by giving you your email. Add a lead magnet if it's not enough.
- Invest in Facebook ads by creating targeted custom audiences (eg people who visited your website through a tracking pixel, or your existing list of subscribers). Then again, drive each campaign traffic to a specific landing page or offer.
- Do you have a business blog already? If not, start one and answer the questions you've been asked. I would say 90% value, 10% promotion. Add some sign-in areas after your post, in a pop-up or in a sidebar (to be A/B tested)
- Try to blog at least weekly and send a newsletter to foster the interest.
Rinse and repeat...
Don't forget to implement an autoresponder with a series of email that will help the woman who signed up and, after a while, make them an offer.
I would love to be more specific, but more details are needed ! (type of products or services, buyer persona, marketing budget, human resources to produce content and manage campaign, etc.)
Good luck, I'm sure you'll enjoy the process :)
Hi, first off, although it seems you're facing something new in business you really aren't.
I said so that hopefully you're stress level goes down if you realize this is common, and just as is common there are ways to overcome hurdles.
You seem to be doing the right things, your strategy of involving media and bloggers is one that many don't actually consider doing because the 'pressumed' labor it would entail.
Are you having our own articles written? If so make the copy targeting certain dilemmas... Not your product.
For example if your product solves many things (most do at various levels) only write an article per solution. This makes your ad articles more targeted, offer them to more targeted writers and bloggers. This should prolonge the life of the article because they keep what drives more ad views. Within the copy make sure to embed timeframes such as what's coming up. The ability to sign up for something later and that's the purpose of 'this' article...announcing something great coming...
If you have a blog, have those bloggers share one of their most popular entries to repost in your own article and then promote it. It should be something targeted as well.
FYI: social media seems to appear a no brainer process but in reality is a psychological game within each platform. Each requires its own penetration strategy- your efforts must be native ( non intrusive).
Another problem you might have is that your current website or landing pages aren't built to be viral. You see, you have a sales funnel right... You have to approach a market, find your audience, filter the best among the general, invite them over, get them to stay, get them to open with email, etc., then get them to share, then get them to return. Is usually on the return that they buy. This return could be same day or next year. But that's why the goal is to have them to share email, subscribe, etc. as your first goal. Not a sale. A lot of ecommerce stores deal with abandoned 'carts' that's because this is common online, but what's just as important is a way a to stay in touch.
I previously answered a similar issue question on my blog here:
Needless to say, if there are some products that are highly dependent on sales staff, so don't consider this a burden you might not need. Figure out the type of industry you're in and whether or not your consumers would benefit from engaged staff and Q&A to learn about the product, it's benefits, etc... Hire 1 person and try it out, or get a few under a commission structure.
Best of luck,
first, it's a pitty that we don't know much about the product you offer or the exact target audience (country? city? age? interests? family status?), or your goals (what kind of sales? how many? what's the acceptable cost per acquisition?), as it makes any advice less relevant.
From the general point of view, I would base the strategy on the short term goals and long-term goals, and would develop the activities accordingly.
There are many different channels that can be tested, but the first questions must be asked before getting into them: 1) target audience 2) they're biggest problems and dreams 3) where do they spend time 4) what are your goals 5) what is the budget.
If press is working fine, continue that, just find a way to convert that exposure better - if people come to your website, do you have any lead magnets to offer in order to get their email addresses? Do you have a set autoresponder campaign? Do you use remarketing on Facebook or Adwords to bring those visitors back?
Content creation is a major driver of organic traffic, but again, it would depend on the product and the competition. You mentiond your customers are asking questions, so you probably have a lot of space to create educational/informational content on your site that would drive organic traffic and could also be used for paid campaigns - promoting them on social networks with ads.
Search Engine Marketing, Adwords & BIng, could also be an option, depending on the competition and your budget - some keywords are much more expensive than the others, but you might find ways to bid on very specific long-tail keywords that convert very well on the site at a reasonable price.
To sum up - it's really, really difficult to tell without knowing more details. The above mentioned things are some of the activities that can be taken. I'd focus primarily on setting the sales funnel in such way that you'd be generating emails first and converting them into sales next.
I'd be more than happy to have a chat with you, in order to learn more about the business, so that we can come up with the best strategy for the promotion. Let me know!
Without understanding the product better it is a little difficult to figure out how to market it. I would develop a thorough marketing plan based on the demographics of your very specific target buyer. Make sure you understand where and when they make the purchase decision. Is it only online? Store?
Where would they learn and read about it? What is your marketing budget?
If you want a real answer to this question that addresses your needs and gets you moving, I think there are 20-30 questions to be answered first.
Marketing is multi faceted and there are over 30 viable marketing medians you could actively consider or try to estimate ROI on. Should be a combination of online/traditional marketing.
If you haven't already, you need to determine your marketing objective. Without clear objectives driving your marketing efforts, how can you tell if you’re moving in the right direction and implementing the right strategies along the way?
To define that, you need to know the specific marketing objectives you’re working towards before you can start executing against any sort of plan. One tried-and-true framework is the S.M.A.R.T. approach, which means all of your objectives should be Specific, Measurable, Attainable, Realistic and Time bound. You can read more about that method in this blog I wrote: http://www.fieldboom.com/blog/marketing-objectives/.
You can also use the inbound marketing funnel to meet your objective. The key to marketing is to realize that the funnel is a linear, sequential process. You can’t skip ToFu and MoFu and turn strangers into customers. Everyone has to proceed through your funnel in order. Top, middle, then bottom. No exceptions.
Basically, start with your marketing objective and then measure it.