I wanted to give an excerpt from my ebooks today, Small Business Marketing Ideas That Work!, because I want to talk about a popular trend in marketing – giving advice your customers are looking for, in order to bring them to your online business.
Well, that’s kind of what I do here, but I am going to discuss it from an online retail point of view.
A lot of online retailers will offer sections on their websites or blogs that give expert advice on topics you are searching for on Google. The hope is that page will turn up in search results and bring these potential customers over to their website (and their shop).
A good example is World Market. They are a popular online store selling a variety of goods from all over the globe, and they have a section on their home page this month entitled, “9 Ways to Tie a Scarf” and each of the nine ways shows a different scarf they sell. Each way also includes a 40-second clip on how to do it.
Why is this brilliant? Well, besides showing how to wear their scarves, they are capitalizing on the fact that the phrase, “Ways to Tie a Scarf” is searched over 8,000 times a month on Google. So when someone searches that phrase, there is a good chance their home page will come up. Plus, visitors can now Pin, Tweet, Facebook this video tutorial (social media loves videos) and World Market can add it to their YouTube channel, spreading this advertorial even further.
Pottery Barn is another online store that knows what its customers are looking for. They have a page called, “How to Hang Curtains” because that phrase is searched about 3,600 times a month on Google. While it is a nice value added service to offer this information to customers, it is also a great hook to bring in new customers who are searching on this, especially when Pottery Barn products are used in the tutorial.
FINAL WORD: What do your potential customers want to know related to what you sell? Be a source of advice for them and they may “accidentally” discover you.
Get More Great Marketing Advice in My Ebooks (because I don’t give away everything here )
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