Promoting a New Business – Where Do You Start
So Jim asked, I’m a new client literally starting with getting a domain name therefore no footprint, where do I start with promoting?
This is hard to say, I kind of use the analogy like where it’s like getting a kite off the ground. I was doing it with my kids a few weeks ago where, you know, it’s quite hard to get a kite to get initial liftoff off the ground, you’re trying to get some initial wind under its wings and get off the air.
But once the kite is currently in the flying the kite it’s quite easy, because this is what I found with my kids, I could hand over the strings, and then when it was in the air, and they could fly it. But as soon as it went down to the ground, it was really hard to get off the ground.
And I kind of feel like it’s the same with a brand new business and domain where there’s no remarketing traffic, there’s no databases, no page likes, etc. So, Jim, to answer your question, the question is, it really depends, it depends on what industry they’re in. Is it? Do you think it’s a kind of social media thing where you can just like start writing some content and boosting some posts to try and generate some traffic? Is there an AdWords thing?
Kind of impossible to answer with not really knowing a little bit about a client and the industry they’re in? Can you kind of give me a bit more info?
Local delivery of fruit and vegetable? Oh, my God. Okay. So in that case, I would do social, I would do Facebook, but restricted massively out with location targeting. I mean, it’s so local. Right? So and also think about what’s their offer.
I’m assuming they’re just straight out. So you know, like, you could target people who like Harris Farm online, for example, because I know I do that.
And just very tight location targeting. I would, yeah, I would, I would do an offer, actually. So think about what, what they’re offering people that will entice them to either also put put yourself in the client in the customers shoes, right? If I’m going to local delivery fruit and vegetables, that means I’m not picking my own apples, I’m not picking my own bananas. So I need to know that it’s going to be the highest quality because you know, I run a family.
And that’s when I go and buy my fruit and vegetables, I avoid the apples that have got bruises and the bananas that look a bit like they’re turning black, etc. So that would be the objections kind of going through people’s heads. If they’re going to just get it delivered, not go to the shop to physically pick at themselves, I would say maybe, if you agree, which is why the offer kind of really hinges on the success of it. So I would say you wouldn’t not necessarily need a big budget. But then again, how much is a lead worth to the customer is also something to think about.
It’s probably I reckon, worth running some kind of promotion, like some kind of maybe competition, or something to try and drum up kind of local. You want people to share it and tag people, etc. So you can get exposure. So maybe they have some kind of, like I said competition or promotional something, were to try and build awareness, this kind of would be the way that I would do it. But there’s literally a million ways to slice and dice it. Here on the Gold Coast, we plan 30 kilometer radius 30 kilometers. I think that’s a bit big.
Maybe that’s just because of Sydney traffic, maybe the Gold Coast, you’ve got less traffic in Sydney, 30 kilometers can take you like an hour and a half. I’m quality quality. Okay. I would do even more local personally. But that’s just me. I do like five to 10 kilometer radius, you still have a lot of people, it’s a question of also how the big how big your audience sizes as well. Have you got any ideas of kind of, I mean, I’d start to have a look at what other people have done in the area.
Like, there was a listen to this one presentation was that I can’t remember but this about a fencer guy was trying to build fencing, fencing marketing for a fencing client. And he had and he was trying to struggling to get clients. And he was it gonna kill me now. And he ran a competition of who can take the photo of the worst fitness. And the person with the worst fence won a free fence. So everyone was taking photos of their own fence of how bad it is and how decrepit it was looking and how disheveled it was, etc.
And they got a ton of leads from people submitting defenses because it wrong. So you kind of gotta think of something fun, that people can take a photo of, or something and then they you reward them maybe with like, you know, a free weekly delivery of fruit, I don’t know, but you try and make it viral. You’re trying to get other people involved and, and in the spirit of it, to make it fun.
Maybe, you know, take a photo of the weirdest looking piece of fruit they’ve ever got or something where they’ve got to make piece of fruit look like, look like something you know, I don’t know, I try and have be creative and have a bit of fun with it. Because you want people to be tagging people and sharing their friends except whilst also getting brand awareness about kind of what you guys do. Hopefully that helps. It’s a tough one though.
The point is you can you know, like the fencing example. You know, you just applying what works in one industry into another industry. So have a look at what other people have done that you think has worked well. That you can just be inspired and apply it to local fruit and vegetables. You know?