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Expert Answers to Biz Questions
Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
Four Effective Marketing Angles for Your Business
Marketing your ecommerce business and products can be very difficult. One of the most challenging aspects is knowing what angle you should approach. Finding the most effective sales technique is easier said than done. But when you do your research and pinpoint the angle that’s best for you, it can mean the difference between a successful marketing campaign and a major flop.
Start by thinking of your unique value proposition, and the areas of your service or product that are differentiated between you and your competitors. Once you have a clear list, you can use this as a springboard for your marketing messaging. To steer you in the right direction, here are a few marketing angles you can explore:
There’s Nothing to Lose
Most people aren’t willing to take a gamble with their money. But if they know they can try a product out, they’re more likely to do so because there’s really nothing to lose in the process. One way companies support this angle is by offering a free trial. Free trials allow a potential customer to try it out before they invest their dollars. Be sure to use risk-free terminology to help convey this. Some examples include, “Cancel anytime” or “No contract or obligations.” Doing so offers a sense of security about signing up or trying out a product. Money-back guarantees and reasonable return policies will also help incentivize customers to move forward.
Local Elements
Today, local elements are more important than ever. Consumers are becoming much more socially conscious regarding their purchasing decisions, and they care about where their products come from and how they’re made. A decade ago, the supply chain wasn’t as important to the consumer.
Today, more people would rather purchase a product made locally or that incorporates fair practices than to purchase from a corporation or company who doesn’t have those same marketing advantages. Many are even willing to pay a premium on products with those labels, such as “local,” “organic,” or “free range.”
You can use this angle in your marketing, too. For instance, if your clothing retailer uses union made clothing, this is something you can leverage in your benefit; people who buy your union made clothes would be supporting local laborers. This can apply to any healthy practices you use in your organization, whether it’s participation in a charity or locally-grown food.
Time Saving
Time is money, and time is precious. This is why consumers love a product or service that saves them more time. If this is something you can offer, it could be a great working angle for you. Living in a fast-paced commerce world, it’s important to highlight a time-saving benefit. This angle aims to make your target market benefit from efficiency, so it’s important to showcase exact examples of how this can be done.
Create a Clear Solution
This angle revolves around identifying one core problem your target market is facing, and creating your marketing messages around answering that problem. For example, for a product like Hootsuite, the core issue is “How can I manage all of my brand’s social media channels in one place?” To address this, Hootsuite would use language and design to illustrate how exactly this can be done. Don’t worry about having multiple market segments that might use your product for different reasons; focus on one core product solution, and accentuate the others on your website or across email campaigns.
Ease of Use
The more simple, the better. Ease of use is a great marketing angle that many businesses have used in the past because it works. The majority of times, consumers don’t want complicated tech or products that aren’t intuitive. They want products that are easy to use and simple to learn. That’s why innovative companies are continuously searching for ways to make complicated products even simpler.
The good thing is the “easy” angle is relatively easy to incorporate into your messaging. Focus on verbiage that conveys this ease of use; for example, you might say “no design experience required” or “start creating email campaigns in minutes.” Be sure to have simple, quick tutorials and videos that build proof around your ease of use concept.
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