How do I promote my abalone online? 3 steps to digital abalone marketing for non-marketers
By Steve Williamson 29 Sep 2016
abalone online shouldn’t be a difficult task - it’s one of the most prized
seafood products in the world, and what’s more, yours is some of the best there
is. Aside from that though, it really isn’t rocket science to pull together an
effective digital marketing strategy.
If you follow these 3 simple steps,
marketing your abalone online won’t be an issue - the issue will be having so
much demand for it:
1. Know your audience
You need to be in touch with who you’re wanting to sell abalone
to. And the best way to do that is to ask some questions and build a profile
around who your optimal customer is:
What’s their demographic? (Age, gender, race, ethnicity etc.)
What social media channels are they active on? (Facebook, Twitter,
WeChat, Weibo etc.)
What do they do each day?
What is it they want and how can your business deliver that?
2. Only publish the best
There shouldn’t be anything
your brand publishes that isn’t directly valuable to your desired audience
profile and in line with your business offering. No matter if it’s an email, a
blog post, or a social media update, anything your brand publishes needs to be:
Purposeful - does it serve your ultimate business goal?
Relevant - does it fit with the context of your business and
Engaging - is it interesting to your audience?
3. Constantly re-iterate
Marketing is an ever changing
process. The market and audience are regularly evolving, so it can’t be an
initiative that’s simply done once and then left alone. You need to:
Track - Use software like Google Analytics to follow how your
marketing initiatives are going and pinpoint your exact activities that
are getting the best results. Buffer have
an awesome guide on how you can use tracking to optimise your online
marketing to its full potential.
Measure - The next natural step from tracking your marketing is
measuring its engagement and conversation rates. That is, how many people
are actually viewing your marketing material and then further being
influenced by it and purchasing abalone from you. If you’re using social
media predominantly, most platforms have their own in-built measurement
functions for businesses, but if you were after more in-depth data, Google Adwords is a great option.
Test and experiment - This should be your mentality across all
marketing, from the design of your web presence to the time of day you
send out emails. It’s the only way to get a clear picture of what works
best for you.
Consistently optimise - Following your tracking, measuring and
experimenting, collect all of the data and use it to make informed
decisions on where you’re going to go next and how you’re going to get
there. This is the crux of well-sustained marketing strategy - being able
to step back, assess it, and make improvements where necessary.