Effective and purposeful marketing can make or break your business. Take, for example, the cautionary tale of McDonald’s “I’d hit it” banner campaign, designed to attract a younger audience by using contemporary slang. The ad featured a young man ogling a double cheeseburger as he exclaimed, “I’d hit it. I’m a dollar menu guy.” As you might imagine, viewers did not take to the sexual innuendo, and the ad was pulled. What went wrong with this campaign is exactly what you want to avoid when marketing your product. Of course, McDonald’s, a multimillion dollar corporation, was able to recover from this gaffe, but you might not be so fortunate. Picking the right strategies is critical when marketing your product online.
Marketing Success with GoDaddy.com
In stark contrast to the McDonald’s faux pas mentioned above, GoDaddy.com is an example of a company that is doing everything right. The site is provocative in just the right ways, and directs a large consumer base to its site because of phenomenal ads and branding. The site was relatively unknown until bombshell TV commercials set the stage for outrageous success. Aired during the Super Bowl, millions of viewers raced to GoDaddy.com after watching a Janet Jackson-style wardrobe malfunction. Based on this ad alone, with the media deeming it inappropriate, market shares went up from 16 to 25 percent. Founder Bob Parsons owes his success to smart marketing techniques, such as the ones outlined below, designed to make a marked difference in sales.
Inbound Marketing: Why Consumers Should Choose You
Content marketing engages your audience. Publish e-books, guides or articles that do not necessarily scream, “Buy this! Buy this now!”, but rather usher in consumers by making your product a part of a lifestyle. An example of this can be found on L’Oreal’s website, makeup.com. Here you will find how-to tips and guidelines for make-up users, and articles featuring beauty news, trends and celebrity interviews. The site does not focus on L’Oreal beauty products. As you are reading about smoky eyes for a night out on the town, you might consider purchasing L’Oreal eye shadow, because it fits in with your lifestyle.
Another useful technique is re-targeting ads, designed to follow consumers across the Internet after they have looked at your site.
What makes your company a better choice than others selling the same product? You want to stand out and stay fresh in consumer’s minds. You must remind consumers why you are the best. This can be done througha profile on LinkedIn or Twitter, so you can knowledgeably contribute in conversations about your niche, and broadcast your content expertise.
Without a doubt, marketing on a site such as Facebook will offer you access to considerable Internet traffic. Facebook Exchange offers you the capability to advertise directly in the newsfeed section of the site. Your ad is seamlessly included within the content of a user’s page, making it impossible to miss your ad, whereas before, ads were only visible on the sidebar, making them easier to miss.
Outbound Marketing: Make Yourself Known
Consider product feeds or affiliate marketing programs that allow consumers to compare your product with others. A product feed provides all the relevant information about your product on a shopping site such as Amazon or Google Shopping. The more comprehensive you are about the specifics of your product, the more likely your product will show up on multiple types of searches. Make your product stand out by offering discounts or specialized deals. Obtain email addresses, and continue the offers, even after a product has been purchased by sending coupons or deals through email.
A great way to keep your audience engaged is to use sites such as Groupon.com to offer daily deals. Your consumer is encouraged to buy instantly due to time constraints on your promotion. Groupon offers you a platform from which you can reach the local market and promote your goods where the right consumers are waiting. According to Groupon.com, the site has a volume of approximately 42 million customers, offering you a fresh and increasing customer base.
Use Analytics Tools to Sustain Growth
An important part of marketing your business is checking back often to see if the strategy you employed is working. Track each strategy by using a series of analytic tools designed to provide you with organized data about your efforts. Sites such as Shinystat.com allow you to collect data in real time about visitors to your site and monitor your marketing campaign using detailed conversions. Use this information to guide you when deciding where to go next. If Facebook Exchange is yielding the best results in terms of traffic towards your site, then perhaps you want to spend more money with there. Or, if people love the Groupon deals you offer, hook customers by providing varied promotions that keep them coming back for more.
Most importantly, increase spending in the areas where your profit yield is highest. Be prepared to constantly adapt to changes in the market, and you are sure to be an online marketing success. Finally, as Parsons illustrates, yank the ads that do not work, and increase the ones that do.