Whilst there are no guarantees in business, from our years of experience we know there are four tactics that work online time after time and they are:
Google Adwords
Search Engine Optimization
Facebook Advertising
Market to your existing customer baseIt may seem pretty obvious, but for most businesses their number one objective is to make money online. It is obvious surely, but many people fail to really understand how a website needs to make money.
There really is no such thing as build it and they will come; your website is just one of the billions of other websites online. To make money online you need to get customers to come to your website and there are two ways of doing this:
The problem is that new customer acquisition is tough, expensive and can be a very long process. Selling to existing customers is far easier and cheaper too, but if you have no customer base to start with then you need to get customers, and this can be very expensive.
Selling flowers online is different to selling any other product online, sure the basics of marketing are the same. But florists generally have a significantly higher sales conversion rate than most other businesses.
People are not buying something for themselves from an online florist, they are buying for someone else and generally speaking it's for a specific event or reason.
It might be for Birthday, New Baby, Bereavment, Thank You Gift etc but the sale is event and time specific.
Most customers do not do large amounts searching they use a search engine click on a link and then decide in an instant whether the website is perceived to give them what they want.
Some customers are price focused and have a budget in mind and if the site does not match their cost expectation they will go somewhere else.
This is why you will often see the words "from $xx" in the title on the Google search result.
Other customers are looking for a local florist in the area that they need to be delivered and this is what we see a lot of special landing pages on florist websites targeting locations they deliver.
To make sure you get the absolute most out of this handbook you need to keep in mind a couple of really important factors:
Use this sheet to create your marketing plan objectives and set out a content and social media calendar.
The following table shows the different marketing tactics and where they fit.
| New Customer Acquisition | Marketing to Existing Customers |
|---|---|
| Facebook Advertising | Customer Segmentation |
| Search Engine Optimization | One on one digital Marketing |
| Aggregate Shopping Sites | |
| Deal Sites | |
| Affiliate Marketing |
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