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  • #987503
    leena
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    • Total posts: 31
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    Hi everyone,

    I started up an online retail business a year ago and I’m trying to focus more on building up my customer base and increasing sales. I had to dedicate most of my resources in the first year to building up the inventory.

    The business specialises in selling golf ware for ladies (http://www.instylegolfing.com.au) which is a niche market especially since most of the brands are from the USA and Canada and aren’t sold anywhere else here.

    I’ve done magazine advertising but that didn’t go anywhere, same for Facebook advertising which I’m reluctant to try again because of discrepancies in their reporting and ads playing up.

    Google AdWords has been the best to use but I’m looking at other methods, e.g. I’ll be setting up a section for corporate golf sponsorship events where I can send people gift certificates to use for prizes to help promote the business.

    It’s a bit hard for me to go out a lot as I’ve got a full time job elsewhere until this one picks up plus I believe council won’t allow me to go around to golf clubs and put flyers on people’s cars (will probably annoy them as well).

    Golf clubs usually have a pro shop that stocks clothing so they won’t allow me to advertise as I’ll be competing with them but I’m trying to find golf courses around the country that don’t have a pro shop and see if they’ll let me advertise through them.

    My local bank also supports business customers and have let me put up a display but I’m yet to get customers through that.

    And finally I’ve had some flyers printed with discount vouchers and gone around to streets surrounding golf courses and done a letterbox drop myself but nothing ever came of that either.

    I’d appreciate some ideas and even suggestions for the website :) I was going to look at getting someone from a marketing background to help with content once I’ve got the resources to do so.

    Feel free to pass it onto any female golfers you know of too!

    Thanks in advance :)

    Leena

    #1163058
    Stuart B
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    • Total posts: 1,070
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    I wouldn’t overlook Facebook. If you didn’t have success the first time it’s most likely your method needed some refinement. Facebook has some amazing targeting options which will let you build up a good following so you can then convert them over time after that.

    Ideally what you should do is start at the end and work backwards. Define where you want to be in 12 months time, and then work up a range of activities which will contribute towards achieving those goals.

    We help business owners develop marketing plans which are actually based on the same method used to plan a military operation and the results are quite exciting.

    Feel free to get in contact if you want some more info on that.

    #1163059
    leena
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    • Total posts: 31
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    Thanks I’m seriously considering it especially since I can target people based on their interests.

    I’ve been hesitant because of high website visit bounce rates, discrepancies in their reporting and most concerning is that ads have started up automatically after being paused and daily budgets changing to unlimited which was really scary and I thankfully got to them before it was too late.

    #1163060
    Wordsmith
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    • Total posts: 194
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    Hi there

    One of the things with advertising is that you can’t give it one go and expect success. It takes time to build up brand recognition etc.

    Facebook ads, I think, are great because they are affordable and targeted. I use the promoted post option, rather than the sidebar ads. I do a lot of social media work and find these get a better response.

    The other thing is, have you invested in SEO? Search engine optimisation will help generate business leads. You might want to look at hiring a SEO web copywriter.

    Another idea … you know how people have Avon parties etc. Could you make friends with a lady golfer and get her to host a party for you? Then you could do a display, fittings, direct sales and give out promotional coupons/materials etc.

    Hope this info is of some assistance!

    #1163061
    MissSassy
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    • Total posts: 1,255
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    leena, post: 188542 wrote:
    Thanks I’m seriously considering it especially since I can target people based on their interests.

    I’ve been hesitant because of high website visit bounce rates, discrepancies in their reporting and most concerning is that ads have started up automatically after being paused and daily budgets changing to unlimited which was really scary and I thankfully got to them before it was too late.

    You need to repair your bounce rate before you promote – Why are people bouncing?
    If you can determine this and make changes you will be better off in the long run. You want people to spend time and look around, a shopping site must entice people to do this.

    #1163062
    Steve the Bartender
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    • Total posts: 48
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    Leena, I had a real quick looks through your blog posts and they seem quite promotional. All the blog posts are about new product lines you have started stocking or if a blog post was about a recent golf comp, it still is quite promotional with a lot of links to product pages. This is great but may be a little excessive.

    I think it would be great to offer free tips to readers…I think that would be highly sought after ie. how to improve your swing, how to drive farther, how to pick the right clubs, etc.
    These, I would think, would all be common questions that people would want the answer to. This would add a great deal of value to your content and site. You can leverage this content to bring targeted traffic to your site (people who like golf, play golf and want to improve at golf).

    Hope this is helpful!

    #1163063
    Tony Manto
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    • Total posts: 581
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    Hi Leena, I agree with Kelly, you need to work on your bounce rate.

    Spending money on getting more people to your site will only get you more bounces…

    You need to develop a compelling reason to buy.

    Why don’t you see if you can find some golf tutors and do a deal where they give you 2 free lessons that you can promote on your web page at N/C when someone purchases something.

    This would add value to the purchase, create a potential customer for the golf tutor and is a win – win for everyone.

    I also think you should collate a downloadable ebook on 7 tips to the perfect golf game. This way you can create a data base and re-market to them as new lines come in.

    People often don’t buy on the first visit.

    I also agree that if written properly a facebook advertising campaign is good bag for buck.

    #1163064
    Jenny Spring
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    • Total posts: 597
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    leena, post: 188542 wrote:
    Thanks I’m seriously considering it especially since I can target people based on their interests.

    I’ve been hesitant because of high website visit bounce rates, discrepancies in their reporting and most concerning is that ads have started up automatically after being paused and daily budgets changing to unlimited which was really scary and I thankfully got to them before it was too late.

    Hi Leena

    As a google and facebook advertiser (for myself and my clients), I’m wondering whether you used the Power Editor and loaded up the Conversion Pixel for your ads? The PE is awkward, but it is the only way to run great FB ads. So don’t give up on it yet!

    Bounce rate – you do need to make sure your site is ready to convert as well as possible, but 97% of your visitors aren’t ready to buy just yet. So it is an unrealistic expectation to think you are going to snag people on their first visit. Your email list is super crucial — make sure you’ve got good auto-responders set up. About 4 to 6 in rapid succession, that build rapport before you go for the sale. You should expect people to buy within 3 months of signing up, otherwise they probably won’t.

    If Golf Pro Shops aren’t your target (I’m assuming you aren’t going to wholesale?), then how are you going to reach these lady golfers? Consider the profile of your lady golfer. Is she is working woman? A stay-at-home Mum? An empty nester? Now you’ve got your profiles organised (at least 2 profiles), then look at the other types of products they purchase. For example, they might mostly eat a local cafe before they play their weekly golf. Or maybe they mostly drive Suburus. Look for similarities, and within those, who would have this customer base already. That is who you want to look at doing a JV with. What is in it for them — can you give away a free outfit for every X products they sell.

    Think outside traditional avenues of the golf course, and you might have more luck.

    Jenny

    #1163065
    leena
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    • Total posts: 31
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    Thanks for all your feedback :)

    The website itself has a low bounce rate, it’s the Facebook ads linking to the website that had a high bounce rate – has anyone else had this issue before? Facebook claim it’s an issue with Google Analytics but I wasn’t too convinced due to other issues I’ve had with them.

    #1163066
    MaraRoberts
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    • Total posts: 39
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    Hi Leena,

    A lot has been covered in the other comments but I thought I would add my two cents as a marketer.

    Have you done any field research with lady golfers? It may be interesting to find out how/where they shop for apparel, what features are important to them, where they play golf, other lifestyle habits. That will inform your website copy with clear appealing calls to action and also really target your marketing so you aren’t wasting money marketing to the wrong crowd.

    Best of luck with your adventure!

    #1163067
    leena
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    • Total posts: 31
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    Hi all,

    The responses have promted me to give Facebook ads another go so I thought I’d give an update.

    Thanks so much to Wordsmith’s suggestion about using a promoted post instead, I’m definitely getting a lot more visitors from this with a low bounce rate of 8%! I used to use the ads on the right hand side and have found the promoted posts much better :)

    I used Google’s URL tags to help me track things through Analytics.

    Thanks :)

    #1163068
    Wordsmith
    Member
    • Total posts: 194
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    Hi there
    So happy I could help!
    Wishing you much success :)
    If I can ever be of help, give me a shout.
    KJ

    #1163069
    PowerofWords
    Member
    • Total posts: 179
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    Hi, Some great tips above.

    You’re selling premium clothes & accessories to golf lovers. Tell a story with each piece so that the lady pictures it in her mind.

    e.g. Breezing onto tee 3 in this Jenni sleeveless golf top, any worry about showing perspiration spots is null and void. The only things on your mind will be direction, speed, and a chilled glass of wine at the final hole.

    The personality of your website has got to be very fresh to overcome the price tag and the lack of tactile experience.

    #1163070
    Chris H
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    • Total posts: 111
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    Hello Leena,

    I think you have a fantastic range of products and an ideal niche.
    I work in a very tight niche myself, but in a different industry.

    It would seem that the single biggest problem you face is that there is no place that your prospective market congregates either in the virtual or real world. (Except the gold course of course)

    If I was in your position, I would look to create the place where those people congregate and then it’s yours to market to. Plus, you’re offering a great service that people might be very interested in.
    I would look at something like setting up a website and group called “golfingmums”, for the purpose of helping Mums to connect to other Mums with free time for 9 or 18 holes while their kids are in school.
    If you were to post in Mothers groups or golf groups with comments promoting your instylegolfing golfwear business you would be booted, but I would see everyone being open to the service of arranging the games for Mums. You then arrange your clothing business to sponsor the “Golfingmums” group and offer a 10% discount to all members.

    Sometimes when you have a niche you have to go the extra step, but it’s an extremely low capital investment and who knows where it could take you.

    I’m a bit out-of-the-box with my thinking, hope it’s useful.

    Cheers,

    Chris

    #1163071
    Steve the Bartender
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    • Total posts: 48
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    Chris H, post: 188987 wrote:
    I would look at something like setting up a website and group called “golfingmums”, for the purpose of helping Mums to connect to other Mums with free time for 9 or 18 holes while their kids are in school.

    Or start your own forum for female golfers … ?

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