Whether you are launching a new online store or trying to ramp up your existing marketing efforts, your ability to maximize exposure can mean the difference between success and failure. No online store is able to thrive in obscurity!
We’re going to stray from the basics today and take a look at some of the specific things you can do to maximize your exposure.
1) Develop a Persona
Don’t put the cart before the horse! It’s easy to jump into promoting your store with both feet, but a little preparation goes a long way. If you really want to increase your chances of maximum exposure, don’t skip this step!
Developing a detailed customer persona will put you in a much better position to target the right market. It’s kind of like starting a road trip with a map.
If you already have customers, the best thing to do is select a few at random and write down everything you know about them. Look for common threads and take notes.
Here are a few pieces of information that will help you build your profiles:
- Age & sex
- Job title
- Level of education
- Years in their current position
- Marital status
- Do they have kids?
- Travel habits
- What motivates their purchase decisions?
- What concerns or objections do they have that might influence their decisions?
We’re just scratching the surface of what’s possible here. The real beauty of personas is this:
Developing an accurate persona(s) will minimize the time you waste chasing the wrong customers. Instead, you’ll be able to spend your time on social, content and promotions that speak directly to your ideal customer and which generate the highest return on your invested time and capital.
2) Create Awesome Content
If you are trying to optimize your marketing budget, you’ll need to put quality before quantity. It goes without saying that you should be doing that anyways, but it doesn’t take much time surfing the internet to see that far too many websites emphasize the exact opposite.
Instead of focusing on producing a massive amount of content, spend your time and energy producing content that your visitors will find relevant, interesting and even helpful. This is going to involve some research- you’ll need a thorough understanding of your customer in order to get the job done right.
If you want to maximize your exposure organically, make sure you are producing content that people can’t help but share with their friends. Write content that is epic and learn from other companies who have done it right like, WPCurve.
3) Be Social
You’ll need to develop a social following for your store. To do that, make sure you’re spending time in the right place. You want to be hanging out where your customers are.
Don’t sell on social networks. Well, maybe occasionally, but keep in mind that most people are not visiting Facebook or Pinterest because they are looking for something to buy.
Instead, focus on being helpful, approachable and real; Build relationships.
When you first start building your social networks, consider using the influence of individuals with large followings to help promote your store. To see how his can be done, take a look at Cactus Skin Care who leveraged Instagram by sending some free product to selected individuals.
The promotion paid off in spades and directly contributed towards their massive growth.
Above all else, remember that you don’t own the social platform on which you’re interacting. At some point in time, it’s crucial to drive leads back to your store so you have an opportunity to capture their contact information.
Wrapping It Up
Maximizing your exposure is really about taking the right actions and making sure you get the most bang for your buck. It’s not enough to be seen — you need to be seen by you target audience. Don’t be afraid to experiment and always be willing to learn from other entrepreneurs.