Posted on August 15 2014
Do you have a marketing/PR schedule? One where each day you have an editorial calendar of what is going out content wise, competition wise, advertising wise?If you have a business or you’re thinking of launching one, you will probably be a bit like me – crazy working schedule, don’t know whether you are coming or going and what marketing schedule by the way? That regrettably is part and parcel of running a biz, forever time poor. If I could turn back time I would have done a thousand things differently, most importantly getting off the store floor quicker, biggest mistake I made. But hey hindsight is all very well, reality is a different thing right!
We’ve recently taken on more people, specialists in their field and in this case PR and marketing. Which got me to thinking if you can’t outsource or get someone in right now to help you with your PR and marketing then fear not. Take this challenge not only will it make you think about your business more coherently, it will build your brand by creating greater awareness and improve sales. Win win no?
Who is your target audience?
This is the first thing you’ve got to figure out a.s.a.p. If you haven’t already. Obviously you want as many people to know about your biz as possible but you’ll need to narrow down your audience as it will save you both time and money. Then start researching. Pull together as much info about your customer base as you can. After the research you’ll be able to create a customer profile an in-depth description of who your typical customer may be.
Also you could undertake surveys, interviews or even focus groups. This should include demographic info – so rough age, gender, location, income and also psychographic information. This relates to customers interests, and hobbies, their lifestyle etc. Demographic info will help you identify the type of person who will potentially buy your products and the psychographic info drills down further into why that customer may buy from you! You then base your marketing strategy around that. Case Study: Urban Outfitters operating under Anthropolgie, Free People. Terrain etc. are super successful, and the main reason is that each brand chooses a particular customer segment. Lets drill down further and take Anthropologies’ typical customer, its incredible how far they have drilled down!
“30 to 45 years old, college or post-graduate education, married with kids or in a committed relationship, professional or ex-professional, annual household income of $150,000 to $200,000. She’s well read and well travelled. She is very aware — she gets our references, whether it’s to a town in Europe or to a book or a movie. She’s urban minded. She’s into cooking, gardening, and wine. She has a natural curiosity about the world. She’s relatively fit. She’s focused on building a nest but hankers for exotic travel. She can picture herself roughing it with a backpack and Eurail pass — as long as there is a massage and room service at end of the trek. She’d like to be a domestic goddess but has no problem cutting corners she prefers the luscious excess of British cooking sensation Nigella Lawson to the measured perfection of Martha Stewart. She’s in tune with trends, but she’s a confident individualist when it comes to style. She lives in the suburbs but would never consider herself a suburbanite,” www.fastcompany.com Read the article it is fascinating. They use all this info and relate it back to mail shots, how they shoot brochures, content and so on!
Once you’ve figured out who your customer base is everything you do has to relate to that customer base from the design of your site to your editorial content. Next create an editorial content calendar based around your audience. Now I’m relatively lucky because I am my customer if you like so its easy to create content around what I gravitate towards. I’m buying the products not only to put in my store but also my house. I live it so it’s never a burden or a problem to produce interesting content.
Come up with a content schedule by this I mean stories about your biz but that also relates to your customer base. That could be on new products, look of the store, collaboration with someone, a cool customer review, a re design of your site something that you can write about and market. Maybe there is something in the news that you can link to a product, obviously the stories need to be relevant and engaging otherwise forget it. Have a meeting each week and ask staff for any input (note to self) I never do this but things are a changing here in HQ!
Make your news social.
But it an editorial fashion you don’t just want to be pushing products. Rather you’ll want to be engaging your community. Maybe with a trend report, an Instagram pic of you, your store your workroom something that ties it all together and compels your audience. Don’t think of social media as a selling platform instead think of it as an engaging platform.
You can encourage people to interact by asking questions, tagging, asking them what they think. Social media has been a game changer for us. It totally made me take the Design School global we began to see a big surge in Australia and the States G mentioned maybe we should do some classes over there and the rest is history!
Create a blog. Weird for me to advocate when you look at the news and everyone bangs on about the blog being dead but I say look at blogs not to make money but to elevate your brand. It will help increase your audience; it will keep Google happy with fresh content and enhances your Search Engine Optimisation. It takes time and effort but I couldn’t imagine not having my blog it’s created the coolest community of people across the globe.
Maximization day! Everything you’ve done over the last few days you’re repurposing. Altering content slightly to fit your different social media platforms but not coming up with new content per se, more adapting it slightly.
Hope that helps. Happy marketing!
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