Growing an audience around your cycle shop will take knowledge of the digital space and expertise on the subject matter at hand.
If you are trying to grow your business and attract more engaging customers, you will need to be aware of how the digital space works today. You must also be willing to experiment with various forms of marketing channels.
In addition to this, through clever marketing tactics, you must also be aware of who your audience is, how they use the digital space and the type of products they are searching for and using. You also have to set your bicycle shop apart from other bicycle shops and have an edge over them and be willing to experiment different ways to attract your audience.
How to Attract and Engage Customers
To attract and engage more customers, you will need to ask yourself the following questions about your business:
- What do you want to do?
- What are your marketing tactics?
- What are your financial objectives and your expected outcome?
- Who is your target market?
- How do you want to increase your share of the market share?
Your marketing objectives will determine how you are marketing your business across a variety of channels. By marketing yourself across various channels and increasing engagement in these channels, you can see what works and doesn’t work. You can then tweak or put more effort into the strategies that you know are working. This will give you the opportunity to use different channels to grow your brand.
Know Your Audience
Knowing your target market audience is an integral part of growing your brand. Understanding who you are selling your product to will help you create a strategy that drives traffic and engagement to your website and social media platforms.
This is why market research is important in growth marketing. You need to know who your potential audience is and know what social media platforms they are using, which channels they frequent, what they are purchasing, and what they like.
If you are selling bikes and cycling products you should know what the cycling community likes and values and cater your marketing channels towards that. By knowing your audience, you are more likely to create a base of loyal customers who will drive engagement, traffic and sales.
Ask yourself the following questions about your audience:
- Who are your customers?
- How old are they?
- What do they like?
- What do they purchase?
- Do they ride bikes for recreation, extreme sports or other things?
- Who is your potential audience already buying from?
- Who are your competitors?
Develop an Online Presence
To find success in your cycle shop, you have to have an online presence. We are living in a digital age where a majority of the population is online. This means that you need to be online too. Social media is one of the most lucrative forms of advertising.
Many new e-commerce websites underestimate the importance of social media and having an online presence. By focusing a part of your marketing strategy on social media and your online presence, you can significantly improve your brand awareness.
You should know what types of social media platforms your audience is using. Not only will a social media presence raise awareness about your cycle shop, but it will also bring growth to your business and increase engagement, which is the pinnacle of audience growth.
Social media platforms are where a majority of people on the Internet spend their time, which means that you can’t overlook it. By not using social media, you are missing out on a huge amount of potential customers.
Engagement is another huge part of social media and developing an online presence. Engaging with your customers will bring them to your website and help develop deeper, more meaningful connections with them. It will also give you an opportunity to learn about other channels your audience may be using, which you, in turn, can use to attempt to grow your audience.
In addition to this, an engaged user is more likely to recommend your bike shop to their friends and family.
You should also stay active on popular cycling social media platforms by reaching to them and let them know about your business and the products and services you offer.
Develop Your Website and Focus on SEO
Your website and use of search engine optimisation (SEO) will determine how many people will potentially visit your website and view or purchase your product(s). It is also important that you keep in mind that your website will directly reflect your brand and your credibility.
Ensure sure that your website is user-friendly and professional. Users who come to a website that does not have a good interface and is hard to navigate through will simply go to your competitors who have more user-friendly websites.
SEO will also improve your organic growth and drive even more traffic to your website, which will help bring in users who are searching for specific bike-related products and information online.
Grow Your Audience through Personalization
Once you have developed your presence on social media and have perfected your SEO to gain optimal growth through organic traffic, you need to ensure that you are connecting with your customers. Without doing this, your efforts will be largely pointless.
The cycling community is a passionate one. They are serious about the products they purchase and the activity they participate in. This is why it is even more important to develop a personable presence in the biking community so that your customers and potential customers recognise that there is a face and a passion behind your business. You need to reflect this passion so that you can establish a connection with potential and current customers
By making your website personal and relating to your audience, you can share in this passion. This will make your audience feel valued and make them feel that they are contributing to someone who shares their passion. People would much rather purchase from a business that shares the same interests as them. Keep this in mind as you work on growing your audience.
Experiment, Experiment, Experiment!
Use multiple channels after you have perfected your online presence to see what works. Some things you can try to do include:
- paid partnerships
- paid advertising
- optimised widgets
- email marketing
- hand out fliers
- giveaways and contents
- advertising on radio or television
- advertising on public transit
- use live chat
- offer discounts and promotions
- develop creative landing pages
- collect customer reviews
- experiment with various calls to action
- offer webinars
- take advantage of video
- run events
- use incentives
- ask customers for feedback
- experiment with prices
Once you gain your audience, you can then use different strategies to convert them into paid subscribers, sign up for tutorials, purchase different products or accessories and increase viral growth. After optimising your website and working on your social media presence, the options are endless for the other channels you can try to market your company through. Whether it is experimenting with paid advertising, optimised widgets on your website, guest blogs or more, you never know what can help improve your growth unless you try. Get the fundamentals of your marketing campaign down and then focus on experimenting with other channels to see how your brand can grow.