target market

The Ultimate Guide (with tips & resources) to Boost Traffic and Get Customers

ultimate

Picture this. You have an incredible product that you’ve put your blood, sweat and tears into for your consumers to enjoy.

You’ve taken your photos, edited your images, written a description and made a great logo. You’ve put in all the effort you need to create your store. You then launch your store and announce it to your hundred (or so) social media followers.

You then have a few sales here and there. You get some traffic – but you find yourself unable to make a real, genuine living off your business.

It can make us feel defeated – and to be perfectly honest, it happens to most of us.

How can you turn this around? How can you make consistent sales off your product? I’m here to show you how.

Research and know your target market

Your target market are the people who will be buying from you – so you will need to  know everything about them. Their age, income, gender and overall demographic. Research and get a solid understanding of your target. This will help build a foundation for proper and effective marketing.

Here’s an infographic that breaks it down the information you need to gather.

Additional resources for understanding your target market:

10 Questions to Ask Before Determining Your Target Market

How to Define a Target Market and Dominate Your Niche

Defining Your Audience

5 Social Media Tips for Finding and Engaging Your Target Audience: New Research

Once you know your target audience it will help give clarity to who you are seeking to attract.

Make sure your store has all the appropriate content to convert

Before you spend time, money and resources marketing your site, you want to first make sure your site has all the proper information and images needed to convert traffic into customers.

6 Ways to Build a Bridge between your Customers and your Brand

How to Create an Easy Return Policy

Why the Wrong Product Title Can Hurt Your Online Store’s Sales

The Perfect Product Description: Short-and-Sweet or Full of Details?

5-Step Formula for Writing Handmade Product Descriptions that Sell

The Secret To Writing Product Descriptions For Ecommerce Success

The 10-Minute Website Tune-Up

Offline Marketing

Get their email addresses and add them to your email newsletter. If you don’t currently have a newsletter tool,  Tinyletter is free and Mailchimp has a variety of plans.  Simply print out a few sheets of paper with a name and email column. If you want to get fancy, the mailchimp mobile app has a email opt in feature.

10 Guerrilla Marketing Ideas For Promoting Your Business

Five Offline Marketing Ideas to Help Get Your Business Noticed

Email Marketing

You want to funnel your audience into a newsletter to grab repeat business, fill out surveys, run contest and promotions.

Engage your customers with email marketing

Email Lists Made Easy

SEO Basics

SEO is time intensive and may not be the quickest solution to getting customers right way, but its still very beneficial to learn and have the basics down. Below are some resources to get familiar with SEO:

Google’s SEO Starter Guide

SEO Simply Put

Beginners Guide to SEO

How to Use the Google Keyword Planner to Find Keywords for SEO

Social Media

You want to stay active on all social media platforms and be sure to never go stale. Take the information you learned from researching your target market then create content and grow your following.

How To Use Pinterest To Drive Traffic To Your Etsy Shop

Organize Your Online Content with Pinterest

6 Secrets to Twitter Success for a Handmade Business

Facebook Marketing: 3 Business Pages that Get it Right

Using Social Media to Connect with Your Biggest Fans

5 Awesome Examples of Instagram Marketing From Real Brands

Instagram Instantaneously For Etsy Sellers

Drive Quality Traffic from Facebook to Your Etsy Shop

Twitter for ecommerce

Tips:

  • Find out who the influencers are in your industry and ask them to help you run a giveaway. The influencer benefits, because they get product to give to and engage their audience. You benefit by being able to gain some of their following. Be sure to ask them to tag/like your business page in order to enter the contest.

  • Run small affordable ad buys on Facebook and niche blogs. This will only work once you understand your target audience.

Joining the Conversation with your Ideal Customer using Facebook Ads

This is a lot of information; and sure, this may seem like a lot of work – but that time can be cut down drastically with applications like buffer and HootSuite.

Social media scheduling tools

Little known ways to track your tweets and posts

5 Social Media Monitoring Tools to Simplify Your Marketing

Run flash Sales and Promotions

Every now and then you will need to run sales and promotions to help boost your online  sales.  It is also a great way to get rid of inventory that has been sitting around for a while.

Boost Online Sales with Short-Term Promotions

Top 5 Tips For Running A Successful eCommerce Promotion Campaign

How To Do A Sale The Right Way

You may have now come to the conclusion that marketing is a little bit of everything. Although it might seem overwhelming right now, over time you will discover your strengths and what works best for your audience. For example, after a few months you may find out that Instagram and your newsletter generates the most sales – these will then be the platforms you will want to place your focus and energy on; however, be sure to not let the others go stale because people check out everything. A potential customer might think you went out of business if they check out your Facebook page and see that your last post was from 2 months ago.

What type of marketing have you tried to gain customers? Share by commenting below.

trin

Trin Salaloy – Made Freshly

Trin Salaloy is the co founder and creator of MadeFreshly – a simple to use online store creator.  He is a designer, entrepreneur and online marketing guru. He’s commented to making it easy for entrepreneurs to make beautiful websites.

How to Build an Honest Marketing Strategy that Wins

munishopCoral Linen Tote Bag from MUNI shop

If you live in a snowy region, you’ll know that every time there’s a big snowstorm the news and weather channels cover it all. day. long. If you’re anything like me, you watch the report for five minutes and then wonder: who in the world is going to watch this all day long? 

The answer to that question is: my husband. He eats snowy weather reports up with a spoon. He simply can’t get enough of the Doppler, the predictions, the pictures or the footage of snow. He loves it, and he tunes in and switches between snow-reporting channels all. day. long.

Here’s the important question: Which viewer is more valuable to the news stations? The woman who tunes in for five minutes or the man who tunes in for five hours? Which person is going to watch more commercials, share snow report videos, and talk about what they’re hearing on the news? The guy who tunes in for five hours, of course.

I’ve always understood this about business. “My people” are the only people I focus on. Many sellers will jump through hoops for that one-off sale: they’ll stuff keywords, list and re-list all day long, spend eight hours chatting in the forums, etc., but I’ve never been a seller who looks for one-off sales (or five-minute viewers).

I only want to talk to the people who are willing to really tune in. I know they’re what matters most to my bottom line, and I value them immensely. In fact, I invite my Energy Shop customers to read Marketing Creativity regularly (the blog where I discuss all the marketing strategies I use to find Energy Shop customers).

Know why? Because if you look at the core of my strategy, it is simply this: 

Find people who deeply appreciate your work, and then
Deeply appreciate those people, and then
Brainstorm ways you can find more people just like them.

There’s no scheming or tricking involved. I certainly do not use fear-based tactics or cringe-worthy advertising strategies. I offer full disclosure into my very honest marketing mission: I want to find the people who really get what I do.

Who are the people who get what you do? And where might you find them?

lisawashi

 Lisa Jacobs — Marketing Creativity

Lisa Jacobs writes Marketing Creativity for fellow creative spirits who aim to build a career with their own two hands. She leads group webinar programs and offers one-on-one coaching designed to help you get paid to be … you.

The Social Media Breakdown

letsgetsocial

There are 2 important concepts you should understand before jumping full-on into the realm of social media marketing. These concepts apply to ALL of your marketing, not just social media, and are relevant regardless of the platforms you choose to operate on.

Concept #1: Know your market

Who are your target customers? What do they like? Where do they hang out online? It would be a pointless waste of time, for example, to pine away on Snapchat if the demographic of people you are hoping to reach aren’t even there. So make sure you are doing your Ideal Customer work first and foremost.

Concept #2: It’s all about delivering value

There are 3 main reasons people spend time on the internet. The first is to learn–to be informed. The second is to be entertained, and the third is to connect with other people. At least 70% of your marketing should be about delivering one (or more) of these things to your potential customers. Nothing but a stream of links to your products will get you ignored, and you’ll probably start to feel like all of your efforts aren’t worth it. On the flip side, if you NEVER mention that you have a business or products to sell, you may also wonder why you’re efforts aren’t paying off. Sure, your list of followers will continue to increase, but you need to make an offer to your audience once in awhile if you actually want to generate any sales from them.

Getting started:

After you’ve figured out which social media platforms your target customers are on, start with one or two to set up profiles on, and brainstorm how you can use this platform or platforms to deliver the value your customers are looking for.

I recommend starting with only one or two because you don’t want to overwhelmed yourself, or spread yourself too thin. When you’re overwhelmed and exasperated you’ll feel like you keep working on your marketing, and the results aren’t coming. That would probably be because you aren’t able to direct the time and attention to each platform at the level required to really connect with your potential customers. Instead, if you are ambitious and strive to be on ALL THE SOCIAL NETWORKS, I recommend adding them one at a time. Get yourself comfortable and in a steady flow with one before adding another, ensuring always that you are leaving plenty of leftover time in your day for your other marketing efforts and business tasks, as well as time for all of the other aspects of your life.

Getting familiar:

Learn the “lingo” and social etiquette of each platform you are on. Think of each site as a separate community building, each with it’s own set of rules and expectations. For example, just as you are expected to act and behave a certain way at a karaoke bar versus a public library, you are expected to interact differently on Twitter than on Pinterest. All it takes is a bit of lurking and TOU reading to learn what those differences are.

Getting social:

Social media is called SOCIAL media for a reason. People are there to socialize with one another. While I am a huge fan of pre-scheduling your posts to save yourself time, I also stress the importance of logging in and spending some time INTERACTING with your followers. No one likes to be involved in a one-sided conversation. If your fans are leaving comments on your Facebook posts, acknowledge them and respond when appropriate. Reply and re-tweet on Twitter, and like away on other people’s pics on Instagram. Connect. Connect. Connect! That’s what it’s all about, baby.

Some specific platform tips:

Facebook:

  • Unless you have a highly engaged audience, don’t post more than 1-3 times a day. Otherwise you may be overwhelming some of your fans’ feed and they will choose to “unfollow” your updates.
  • When you can, include an image in your post. They reach more people and are more likely to be shared.
  • Ask your fans questions to get them to interact with you more. “This” or “this” questions work great.

Twitter:

  • The feed moves fast, so you can tweet often.
  • Follow other industry leaders to harness the power of networking and partnership opportunities.
  • Follow and interact with your Ideal Customers by finding them through other brands you know they love.
  • Use appropriate hashtags and tweet under trending topics when they are suitable for your brand.
  • Create a bio that will make browsers curious.

Pinterest:

  • Don’t just pin your own items: pin lots and lots of images that go well with your brand.
  • The more pins you collect, the larger a following you will accumulate.
  • Organize your pins into sorted boards that would also interest your Ideal Customers.

Instagram:

  • Use hashtags that are appropriate to the image you are sharing to get found.
  • Share pictures of your process, not just your final products.
  • Follow and interact with other users!
  • Don’t forget to put your website link on your profile.

Wanelo:

  • Post other original items along with your own to get seen by more users as the person who “originally posted” something cool.
  • Create “stories” with your collected products that will show off your brand

Other:

  • Insert your own platform tips in the comments below!

meganbio

 

Megan Petersen – Megan’s Beaded Designs

Megan designs and creates unique beaded jewelry for http://MegansBeadedDesigns.com, and writes articles to help her fellow handmade sellers at http://BeadingForBusiness.com.

Your Opinion Wanted: Getting Found

yowpaintHello! Last month Rahul of Book Makes wrote to me saying:

“I’ve basically been making a lot of handmade notebooks and then I had the idea of selling them online. The problem I have at the moment is that no one really knows about it and I have been trying to get some word of mouth going around.”

He wants to know how to get more exposure for his business. I suggested we ask you so you can help each other by sharing your stories of getting found by your target customers. Please share your stories and tips in the comments!

 

Joining the Conversation with your Ideal Customer using Facebook Ads

targetartTarget Circle Art Blocks from Studio Liscious

You may have heard that Facebook is a great free marketing tool. With just about everyone and their dog spending so much time on there – it is a great space for interacting with your clients and prospective clients. Think of it as a tool for joining the conversation your market is currently having and being part of that community.

But if you feel like your current Fanpage Like count is on the low side – there may not be a great deal of interaction going on right now.

Enter Facebook Ads – specifically Targeted Facebook Ads

Facebook ads offer an amazing way for micro-businesses to get in front of prospective clients in a way that has never been available to such small businesses before.

The ads you see in the right side bar of Facebook (the ones owned by savvy biz owners at least) are being delivered to you based on the very personalised information that Facebook keeps about you. That’s right they are targeted to you with what can be super niche arrow.

So if you’re looking to build your Fanbase – dive in and start using Facebook Ads to build Likes from your Ideal Customer.

What do you need to get started?

  • A Facebook Fanpage that is published (if you’re still hovering over the publish button letting your reservations get the better of you – in the words of Jackson Brown ‘Opportunity dances with those already on the dance floor’)
  • A description of your Ideal Customer that you want your ads to appear in front of (this is one of the most powerful features of Facebook Ads – so if you get this right you will have an audience dying to pay for your goodies) – if you’re having trouble with customer targeting there is an article on my site that helps you
  • A small graphic to use for your ad – studies have found that peeps are most likely to ‘Like’ an ad with a lady smiling at them (not sure of the consumer psychology behind this but no doubt there is loads of it) – so don’t just rely on using your logo
  • A little budget – yes, you can get started with as little as $1 but you are not going to get too much for that. Think of something like $5 a day for a week to get a feel for some results.

Let’s look at the Steps to building your first Fanpage Ad

Login to Facebook

From your personal page you will see in the menu down the left hand side ‘Ads Manager’ – click on this one

Choose your Fanpage here (there are other methods for setting up ads but this post is concentrating on getting more Likes for your Fanpage)

Now we’re in the Ad Building wizard

We choose ‘Get more Likes’ option

Here you can see we’re able to build up the components of the ad

Add in your Headline – something genuinely eye catching – note the character limit

Next add in your wording. Again you’re very limited by the amount of characters you can use here – so it’s all about having a concise call to action.

Bring in your picture for your Ad – check it looks right when imported in

Landing Page – this is where the Facebook user will land when they click on your Ad. If you have set up specialised tabs you could have them land on your Mailing List sign up page Tab or a Special offer Tab you’re running. If you don’t have specialised tabs then you just want them to land on the your Timeline (Hint, Make the most of Sticky Posts while you’re running your ad to put important information at the top of your Timeline – so when they land there, they see your message)

Next, we come down to Sponsored Stories. The Facebook Ads gurus tell me that these types of ads are the most powerful ads on Facebook. And as Facebook wants your ads to work well – they have kindly left this option ticked for you. Leave it ticked unless you have a compelling reason not to.

Now we get down to the sweet spot – the Targeting options. So make sure you have your ‘ideal customer’ profile handy.

Location – I would strongly advise you choose at the very least your own country. People feel comfortable supporting local businesses. So go local then think about taking on the world.

You are also able to choose Age and Gender – again I would advise using these options to ensure that the Fanbase you build is your ‘ideal customer’ base.

Next, we come to Interests

Precise Interests – These are pulled from people’s whole Facebook account so they could have them listed as interests, education, employment or pages they’ve liked

Broad Interests – Pre-defined categories again pulled from anything on people’s Facebook accounts

Custom Audiences – Super powerful new tool that you need to configure before being able to use it – if you have any existing email list – this is worth investigating

Connections – The options here are – Anyone, Only people Not connected to, Advanced Connection Targeting – this can be used to target only people who specifically like a Facebook page eg. Your competitor OR someone that you’ve recently had a strategic partnership with

Friends of connection – this is the same as previous except it will target the Friends of people who like eg. Your Competition

Onto ‘Advanced Targeting’ Options – which allow even more fine tuning of your ‘Ideal Customer’ base.  These are some of the options you can choose here: Interested in – All, Men, Women; Relationship Status – Eg. Married; Languages; Education – College Grad; Workplaces

To help you along – if we look over to the right – as we refine each option our ‘Audience’ number gets smaller. So yes, less people the ad goes to, but more targeted prospects Like your page. It also shows a summary of your targeting options, in case you’re gotten lost with all the options you’re configuring.

Finally we come to Campaign pricing & schedule

New Campaign Name – Use something significant that you will be able to identify in the future – include something to jolt your memory, not just ‘First Campaign’ put in some description of the options that you’ve selected here.

Campaign Budget – choose the amount you want to spend – and whether that is Per Day or Ever (Life-time budget). Per day will allocate the amount you choose eg. $5 every day, Life-time will only ever allocate $5 to the campaign and once that is gone campaign ends

Campaign Schedule – Defaults to Start Campaign today – if you uncheck the box you can select start and ends dates. Useful if you have a special promo coming up eg. Summer Specials

Place Order – if you haven’t run any ads before Facebook will prompt you to give them some payment details eg. Paypal or credit card. Otherwise the Ad will get reviewed – to check it follows their guidelines. Then they notify you when it is running.

TIP: If you’re not sure of any option within the Ad building page here – click on the little question mark – Facebook gives a great little summary of what each of their options means and they usually give a link to further more detailed information you can read.

In summary, little businesses that have used Facebook Ads to build a targeted Fanbase – are getting results using Facebook for their marketing. They have built an audience that is primed to purchase from them. Businesses that have used ‘Like Ladders’ or other similar techniques – have a Fanbase that is diluted and find that their Facebook marketing efforts are not as effective.

If you want to make sure you are getting the most from your Fanpage before you start paying for Facebook Ads – grab my FREE – Fanpage Beyond the Basics Audit – to see how your page measures up.

I would love to hear how you have used Facebook Ads to build your Fanbase, let me know in the comments below.

orissafeeneywashi

 Orissa Feeney — Orissa Feeney

Having spent 15 years in technology and marketing, either as a big cog in a small wheel or a small cog in a big one, Orissa decided when it came time to run her own business she got the biggest kick out of helping little biz ladies get their sh*t together online.

She provides coaching to help you learn how to do it yourself and also implementation for those times when you’re ready to outsource and concentrate on what you do best.

Whether its a website, blog, email marketing or connecting any of that techie stuff together she can help you get it from an idea buzzing in your head to online making you look awesome.

http://www.orissafeeney.com

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