by BizSession
| Marketing an Online Business |
Dec. 27, 2005 |
So you've got a fantastic idea, a product that absolutely everyone wants. so now what? It's marketing time; the lifeblood of any successful product lies in its ability to reach out amongst the thousands of other goods/services and connect with potential customers, convincing them to spend their hard earned cash on your idea.
First, let's go over some basic concepts. Always remember that you are not merely selling a product, an individual item; you are selling both the material object and the image that it generates. I know this may sounds like a tired motivational speech, but it's the truth. The ability to sell the "whole package" is a must, but what it the whole package? It is the feeling of trust and reliability, it's connecting to the consumer on a personal level, it's the layout and structure of the medium (in this case, your website), the colors, menus, and graphics of the website. It's the overall sensation that this product is something worth buying, simply put, you have to make it attractive.
An attractive medium begins with creating a theme for your business; something beyond just describing the products offered and their prices. Creating a message that is beyond the basic concept of buy and sell is an essential in modern business, especially when they are on the internet because the website is the only tool you have for making that connection. It may be a social concern like the environment or the idea of non-conformity, or the simple idea of acceptance. For instance, let's say that you wish to market snowboards: beyond the actual board itself, you need to create the image around it. Themes such as "live 360 degrees", "fly free", "stray from the pack" are a way to make your customer feel that it is just not another product, but something special that is greater than the sum of its parts, this goes beyond a jingle or catch phrase. The theme should emphasize the product without overshadowing it, in this case the snowboard will complement the idea of "flying free" etc.
You want every dollar spent on getting your message out there to count, so a successful advertising effort begins with identifying the target audience (teens, twenty -something's, seniors, outdoor enthusiasts, you get the idea) so naturally you want to place ads at the location on the internet that your target would frequent. This is where you need to do your homework and spend some time researching. Let's return to the idea of marketing snowboards. The first places to begin advertising are things that are directly related to snowboards: ski/boarding magazines, sports websites, and snowboarding enthusiast sites, anything that your target audience would already be viewing. Next come the sources that are indirectly related to snowboards, like websites devoted to popular music, outdoor adventure and gear sites and even ski resorts. This is key to understanding your product and connecting it with a larger theme. You don't just want to be marketing snowboards; you want to be marketing the whole image and culture that comes along with it, becoming part of the sport itself.
Just remember that no matter how great your idea is or how desirable your product may be, it cannot be purchased if no one is aware of it. It's such a simple concept, but it is definitely the most important step and is so often the make-or-brake factor in business. So remember to create the much needed image, connect it to the greater market by appealing to people's personal side, not merely the "bargain hunting" aspect, remain consistent it your message and don't forget to keep reading, researching and planning for your business. You can never be too prepared!
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