Businesses have long been criticised for having poor image ratings and poor social media platforms.
But it has become increasingly important for them to attract the right audience to attract business, says Dan D’Amore, director of the London-based Centre for Strategic Studies think tank.
“The question that I get is how to get the right sort of people to go to your website, what to do with them,” he says.
“That is something that has been very hard to understand for a long time.”‘
You just need to know how to sell’The right approach, he says, is “to have the right people, the right kind of people, to get you the right brand and get you on to a more targeted audience”.
For some businesses, that could mean getting a social media strategy in place to target a range of audiences.
“We’ve found that you just need a little bit of knowledge about what your target audience is, where they’re coming from and how they’ll react to what you’re doing, and that’s all that really matters,” D’Alma says.
But he cautions that it’s not always possible to have all of those elements in place, or all of them in place in the same way.
“You just have to know what you can sell to them, and you just have that knowledge to sell, to the right person, to be able to get them to go and buy what you’ve got.”
The first step is to get people to see what you have.
If they’re not going to buy, then it’s time to change that.
In a recent poll, 57% of Australians thought their online experience was poor or poor enough, and only 30% said they were satisfied with their online shopping experience.
The research shows the main issue for online shoppers is poor customer service, with nearly half of respondents saying they were dissatisfied with their shopping experience on average.
“So the fact is that you don’t know what the right message is, what you should be trying to sell,” says D’Cato.
“What you’re going to get is the right impression of what you offer.
And that’s really where you need to start to think about the right messages to send.”
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