So you’ve decided to open an ice cream parlour in Penrith. You’ve seen the potential and you’re confident that the town is ready for your brand of frozen indulgence. But how do you plan to spread the word about your business in this emerging suburb?
It’s time to roll out your online marketing plan. But rather than spending your time and energy setting up your website or social media accounts, why not consider trying something new and innovative? Local business owners in Penrith have discovered that an effective way to engage with customers is via online marketing. Take a look at the top-earning local businesses and you’ll see that nearly all of them have an active online presence.
Why Online Marketing?
The ability to reach people instantly and at low cost is what drew us to online marketing. Email marketing and social media are cost-effective methods of communication, and allow businesses to target the right audience, at the right time, with the right message.
But while these platforms are cost-efficient, they can also be time-consuming to manage. If you’ve ever tried to build a following on social media, you’ll know that it’s not as easy as it seems. Not only do you have to set up the account, but you then have to find the time to post regularly, engage with potential customers, and monitor the account, to make sure that nothing harmful or inaccurate comes across.
Traditional e-marketing is a mix of email marketing and online marketing that was established before the invention of social media. But social media has changed the game, and what was once considered niche marketing is now a mainstream approach to online marketing.
E-marketing has moved away from being seen as a ‘sales tool’, and more importantly, it has evolved to become an indispensable part of a business’s marketing strategy.
Marketing an ice cream parlour in Penrith is certainly no easy task. Your target audience is highly specialized, and there are a lot of competitors who would love to lure you in with a free sample or offer.
But with careful planning and strategizing, you can leverage online marketing to gain a competitive edge. Consider using tools like Google analytics to track the success of your efforts and plan your next move. Or, look to the future and set up automated email campaigns to engage with potential customers and encourage them to come back for more.
Ultimately, marketing your ice cream parlour in Penrith is just like any other marketing effort. You need to think about your audience, and how you can reach them. But now that you’re venturing into this new world of online marketing, you need to keep up with the times, and take advantage of all the new technology that makes customer acquisition and engagement easier than ever.
The Benefits Of Online Marketing
The global digital marketer community has identified 17 advantages to online marketing.
1. Access to a Global Audience. The internet connects people across the world, and having a global reach is a great way to gain ground in your industry.
2. Better Engagement With Customers. When a business owner or manager builds a sense of community on a social media platform, such as Twitter or Facebook, they establish a bond with their patrons. The interaction provides value to both parties, and encourages fans to become engaged in the conversation, and eventually, buy goods and services from the business.
3. Lower Advertising Costs. Since online marketing focuses on attracting potential customers via digital platforms rather than through more traditional forms of advertising, you cut out the middleman (i.e. the magazine or newspaper) and reduce your costs.
4. Better Measurement Of Marketing Activities. Traditional forms of advertising are measured based on reach, frequency, and effectiveness. But since online marketing activities are visible and measurable, you can track the results of your efforts, and determine what’s working and what’s not.
5. Brand Awareness. If you can establish a strong online presence, with the right content, you can build a brand for yourself across different platforms. When someone searches for your business on Google, or a similar search engine, you want them to discover you. Having a brand implies that you have something to offer beyond your products or services. Establishing a brand also means that your target audience knows exactly what to expect, when they hear or read about your company—this builds credibility and confidence, which in return, encourages more people to buy what you’re offering.
6. Identify Trends And Gaps In The Market. The internet and social media have made it possible to track consumer behavior and determine what’s trending, and what needs to changed. For example, if you notice that a large number of people are interested in vegan diets, but you’re not offering a vegan product, it’s time to reevaluate your business and determine whether or not this is something that your customers want, and value.
7. Easier Customization For Different Audiences. It’s important to consider the demographic, psychographic, and digital behavior of your ideal customer, and establish buyer personas. With these insights, you can craft content that is most relevant and attractive to your target audience.
8. Increased Product Awareness. If you can demonstrate that a large number of people are interested in your product or service, you’ve effectively established brand awareness. This is extremely important in the early stages of your business, before you’ve reached a critical mass of customers.
9. Identify Target Markets. If you can establish a strong presence on social media, you’ll be able to identify the demographics and special interest groups that are most likely to benefit from your product or service. For example, if you sell kitchen equipment and appliances, but notice that many of your followers are interested in food blogs and reviews, it may be a good idea to create a new blog post once a month, reviewing products that are related to cooking or entertaining. This not only allows you to establish credibility with this audience, but also gives you a clear idea of what type of content your followers value most.
10. Keep Track Of Past Marketing Efforts. If you’ve been operating for a while, you may already have a record of your previous marketing efforts. You can determine the success of these campaigns, and consider what worked and what didn’t. Ultimately, this information can help you improve your future marketing strategies.
11. Identify Key Influencers. If you’re fortunate enough to have social media accounts that are somewhat prominent, you can use these platforms to identify influential individuals in your industry. Checking social media for hashtags, and looking at the accounts that are tagging or mentioning your business, can help you identify potential customers, or people who might be able to recommend or advocate for your product or service.
12. Access Special Report On Industry Trends. Since the internet is such a vast resource, with over 500 search engines that can be accessed from anywhere, at any time, it’s possible to conduct search engine optimization (SEO) research, and discover trending topics, industry news, and much more.
13. Easier Mapping Of Social Media Channels. As stated above, social media channels, such as Twitter and Facebook, are incredibly important in today’s digital world. Establishing a presence on these platforms can put you ahead of your competitors. But beyond just having a presence, you can use tools like Hootsuite, to map out all of your social media accounts, and discover the platforms that your target audience uses, and how they engage with content that you post.
14. Increased Video Consumption. Since the dawn of time, humans have been captivated by stories. Whether it’s a stage play, or a book, we’ve always wanted to see what happened next. Since the invention of video, we’ve been given the gift of seeing events unfold, from the comfort of our homes. And with the rise of TikTok (and the billions of videos that are uploaded to it each day), video content is growing at an incredible speed, and will continue to do so for the foreseeable future.
15. Better Quality Content. Since video content is viewed passively, rather than being clicked on as traditional website content is, you can create better content without the overwhelming stress of getting tons of views. Plus, the lower the production value, the larger the audience that can be attracted to your content. When done right, video content can be every bit as effective as an affiliate sales pitch, and far more engaging.