How to promote a business without advertisers
His Work / / December 26, 2019
1. Make a beautiful and emotional content
- Poorly: "Designer Silver Jewelery. From 5 000 rubles. Details direct. "
- Good: "I'm Tanya, jewelry designer. Sketching this bracelet sitting on warm steps of the old cathedral. I was inspired by the sun's rays playing on a multi-colored mosaic. "
The product must be of high quality and functionality, but this is not enough. Customers want it to be visually pleasing, easier life, rewarding and fun.
Do not focus on the product itself, and on the result of its purchase for a man.
For example, if you make a door, your writing should not be devoted to the description of the panels and handles. Talk about security, about how the apartment will be warm, relaxed and do not hear the noise from the stairwell.
Share with interesting materials customers on how you create a product or service, what difficulties are encountered in your work, how do you solve them. Instead of writing about the "quality" and "effective" product, tell yourself as you drive over the material, and buy only the best raw materials. Shoot a video about the production or quality control.
2. Point the advertising on your target audience
- Poorly: "I make advertising with maximum coverage, and I will have a lot of customers."
- Good: "Spend a few point of advertising campaigns for different customer groups."
The coolest advertising skateboards cause negligible interest if to show its retirees. Do not waste your money on commercial content without being tied to the audience.
Analyze your customers and segment them into different categories: income, age, interests, frequency of purchases and geolocation. For each of the groups come up with their promotions and offers, and then place them on the ground where these people come in more often. For example, advertising on Instagram might not work if your clients - people over the age of 40. For this category more appropriate SMS-mailing.
Search for new customers is also effective among people who could potentially be interested in your product.
3. Earn the trust of customers with free demos
- Poorly: "Giving something for nothing - it's just to lose money."
- Good: "Will hold a free webinar to explain how to use my product."
Free to enjoy all the benefits of your product - a great motivation for the future purchase. It can be a half-hour consultation, a trial period of using the service, test drive the product and so on. When buying giving a little extra service or a discount for the next visit.
Such advertising requires investment, but it brings good results. Customers are very pleased to hear from you more than he expected. It generates loyalty - the desire to come back to you again and again.
4. Gently motivate the customer to buy
- Poorly: "The buyer himself sees and knows what he wants."
- Good: "I will offer to take immediately replaceable nozzles in addition to an electric shaver, so can be more convenient."
There are many ways to interact with customers doubters, pushing them to buy. The main thing - do it with care and without compulsion. Here are some tricks of the marketing world.
Cross-sell - to offer additional products when buying. The famous question, "Patty to be coffee?" - is an example of cross-sell.
Upsell - to offer a similar product class above. For example, the ability to pay a little extra when buying a ticket and go to the superior car.
Downsell - to offer a similar product of lower class. For example, a guided tour for a shorter period of time or the hotel cheaper. Works when a customer questions the purchase because of the cost.
One-time offer (OTO) - favorable offer, valid for a limited time. For example, for those who bought the shoes today, two days will be available 50% discount on all belts.
If you are working online, similar proposals can set up online using the section "Recommended for you Products", banners or pop-ups.
5. Track the effectiveness of advertising in different venues
- Poorly: "I order the ads in different places, that some of it definitely works."
- Good: "On the day of email-mailing to share my traffic increased by 70%, and sales - by 25%."
To understand what kind of advertising should be invested by analyzing different marketing campaigns. This will help you to give up non-performing channels and scale successful.
To promote offline, you can use different phone numbers. Depending on what number called, you'll know which ads to see the client.
On the Internet for this purpose, UTM-label. Are codes that are added to link to your site, allowing to understand where traffic has come. Such labels can be applied alone or UTM-specific linker.
Try the service "MTS Marketer"