Once you have identified your target audience and have created a compelling story to sell them on your concept, you need to drive your audience to your website. Over 12 years of golf e-commerce experience has taught me that there are only a few proven ways to generate quality traffic that you can convert into sales.
It used to be that a reputable product review site or a well plotted (and heavily funded) infomercial could yield scores of sales.
Nowadays, golf media and product review sites are littered with ads and are constantly promoting new products so your product visibility is short lived. Though these sites may provide a temporary boost in traffic, as a business owner or marketer you must find a way to sustain quality, convertable traffic, to your website.
Infomercials were once a big hit and a great way to create mass demand and mass sales, but recently they have become less effective and substantially more expensive.
To find your DRIVER you must be aware of a current trends and how the evolution of online media is impacting traditional marketing and sales channels. The retail space which was once the holy grail of golf product sales is now a shrinking opportunity for products without the connections and power (read: money) to muscle their way through the door.
Though Golfers are consuming online media in mass volumes, they are bombarded with ads in every direction they turn. Your business must be able to deliver authentic content that is strategically placed to earn the best return on your marketing investment.
Of course there are always exceptions and changes within online marketing but the following is a break down of the top 3 strategies I have identified to drive quality traffic to a golf product website, giving you the best possible chance to convert sales. Remember, if you follow the first step of this training by Opening The Best Possible Shop you will have a well-oiled sales machine that is designed to convert traffic.
#1 Email Marketing:
A quality database can be a cash machine for your golf product website. If you are reaching golfers within your target audience and you have a great story to tell, you should be able to see an immediate impact on sales. There should be 2 components of your email marketing strategy; 3rd Party Email Marketing – This is using lists other than your own database to reach interested buyers. Newsletter Email Marketing – ‘Newsletter’ is a universal term but this is any communication that is emailed to golfers who have opted-in through your website. Let’s take a look at how each of these work.
3rd Party Email Marketing -
Your product can thrive and even survive on 3rd party email marketing, given the list is quality and is expansive. There are a few ways to leverage email marketing for maximum sales, one is through dedicated email marketing promotion and the other is by the way of newsletter email marketing promotion.
Dedicated email marketing campaigns promote your product only. This is the best investment in email marketing and the strategy that yields the best response. Though typically more expensive, dedicated email marketing campaigns get your message to the intended target without the clutter of competing messages.
Newsletter email marketing campaigns group your product with news and (hopefully) non-competitive products. Because there are multiple advertisers the cost to run this type of promotion is far less than a dedicated campaign. The results for newsletter email marketing are totally dependent on the sender, list size and track record of clicks per ad. I would strongly suggest that you request and understand the click-through at the Ad Level as opposed to the entire newsletter.
#2 Search Engine Ads:
Even though we have heard stats like “70% of search ad campaigns lose money” we have seen amazing results for particular products through google adwords. Search engine ads are typically successful if your product requires limited explanation, has a low price point, or ads are pointed towards a capture page; where your not trying to sell your product right away but looking to capture a lead.
Of course Google makes it easy to establish an Adwords campaign and they would love for every business owner with access to a computer to run an ad but this is where you DIYers might want to call on expert help. With a Google Adwords Certified team (such as Golf Pulp) you are able to create campaigns that increase conversion some times as high as 25% and this is by simply side stepping some of the major pitfalls of search engine advertising. A money making PPC campaign comes down to the right bid strategy, the right keyword mix and an optimal landing page. So if you are guessing on any one of these pieces or sending traffic right to your home page, it’s time for a review.
The biggest and most reliable e-tailer that we have seen generate solid online sales for golf products is Amazon. If your product is not listed on Amazon then you have one more thing to add to your list of to-dos TODAY! Amazon is the premiere online shopping portal and is jam packed with golf products. Products that are easy to understand, accessories and novelty products fair well on Amazon but it is great place for golf products of all sorts. Amazon has captured the shopper for you and all you have to do is pitch the product. Boosting the visibility of your product is relatively inexpensive with Amazon Promoted Products program.
Did you know you can even use Amazon as your Pay Per Click engine to serve up ads that redirect Amazon shoppers to your website for purchase? Check out their program here: http://bit.ly/AmazonPromotions
Now it’s time to get out there and DRIVE traffic for your website.
Need some help? Golf Pulp has over 600,000 active golfers in our opt-in email database. We also employee Google Adwords Certified account managers to help you to achieve optimal response from your pay per click campaigns. Contact us today at 888.344.9915 to discuss how we can help you DRIVE Online Sales.
Once you have identified your target audience and have created a compelling story to sell them on your concept, you need...