Suddenly found myself as the manager of a small business and need help marketting

9 replies
Hi everyone,

I started working at a bike shop which does electric bikes and conversions. I've been here 2 weeks ad my boss went to med school so now I'm in charge. I'm getting very little salary but a healthy 10% communion so I need to maximize the amount we sell.

The online marketing is very average, we have google adwords for a bunch of obvious key terms but nothing fancy.

The issues are as follows:
  • We used to be an online retailer, now we have a store in the city. The city store has a separate website which doesn't turn up on the first page of google.
  • We aren't targeting any particulate demographics
  • We aren't getting a lot of people into the store despite a great location.

The main people we get in are wealthier, commuters who work good jobs in the city, older people, and people with DUIs.

What can I do improve exposure and target these groups of people?
#business #found #manager #marketting #small #suddenly
  • Profile picture of the author onSubie
    Are you looking to build online marketing or marketing in general?

    You could try the offline forum:
    Offline Marketing

    What is the biking community like in your area?

    Are there local bike forums or discussion boards you could participate in?

    There is an active Subaru forum in my city and many mechanics and autoservice people participate and have banners in their signature.

    Where are the people you want to target?
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  • Profile picture of the author focusedlife
    Can you more clearly define your target prospects?

    Wealther = what does that mean exactly?

    Radius - you know they gernerally have jobs in "the city" definitely want to target folks in that radius...start smaller then expand from there.

    Sponsor local AA events.

    Maybe partner up with traffic schools.

    Targeted retargeteing ads on facebook to folks in said area that have the income you've qualified, and like pages related to cycling, fitness, dui, etc.

    I'm like a Facebook paid ad slut, so, yes...I'm biased, but its worked to help me generate income for myself and local businesses that I've helped so...one way.

    You could also check out targeted lead lists by doing stuff like:
    • Infofree.com
    • Valpak
    • Groupon
    • Small local hard paper ads.

    Hope this short list was helpful and best of luck!

    You can do this.

    Regards,

    Los
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  • Profile picture of the author gmarklin
    You need to decide if you are going to sell online or to off the street traffic. If these bikes are expensive, I would people will want to see them in person. I would start a blog on this niche, and advertise in local papers and radio and tv depending on you budget. I would advertise your blog, and give potential and current customers information on the niche.The blog would be a good way to keep your customers engaged with your business

    I hope this helps
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  • Profile picture of the author Paul Guilfoyle
    Search for Jim Cockrum and Andrew Cavanagh. Take a look here - not an affiliate link
    Internet Marketing To Local Businesses

    They have been training online marketers how to make money consulting for offline businesses. However, its probably the best information I've ever seen for an offline business owner. If you can learn these skills you can add massive value to your employer's business, earn extra commissions from increased sales, and learn some very valuable transferable skills.
    Hope this helps.
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  • Profile picture of the author Randall Magwood
    You should rent an offline mailing list from SRDS, and created targeted campaigns to the wealthy people that come into the store. I would get some off your staff members to help you out also with some minor stuff:

    - Email list management
    - Basic Google Places and Yahoo Local Listings
    - Voluntary optin email marketing inside of store
    - PPC of course
    - Business card design
    - Store layout
    - The way you advertise specials
    - etc.

    Easy stuff man. You have nothing to worry about.
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  • Profile picture of the author Jim Cockrum
    Originally Posted by Solarbike View Post

    Hi everyone,

    I started working at a bike shop which does electric bikes and conversions. I've been here 2 weeks ad my boss went to med school so now I'm in charge. I'm getting very little salary but a healthy 10% communion so I need to maximize the amount we sell.

    The online marketing is very average, we have google adwords for a bunch of obvious key terms but nothing fancy.

    The issues are as follows:
    • We used to be an online retailer, now we have a store in the city. The city store has a separate website which doesn't turn up on the first page of google.
    • We aren't targeting any particulate demographics
    • We aren't getting a lot of people into the store despite a great location.

    The main people we get in are wealthier, commuters who work good jobs in the city, older people, and people with DUIs.

    What can I do improve exposure and target these groups of people?
    Drop me an email via my blog - I'll get you a free copy of my "101 Free Marketing" book. I think you'll love it.
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  • Profile picture of the author PrettyJenny
    Regarding online marketing, one of the best things you can do is to start a blog to rank for more keywords on search engine results. It's also a great way to engage visitors and customers. There must be a certain group of bike enthusiasts in your city which you can turn into your store's advocates, for example via your blog or social media (think Facebook group).

    Offline marketing activities can include sponsoring local happenings, getting word-of-mouth by offering free gifts for customers (a T-shirt with your logo can be a great way to gain more visibility) and discount coupons that they can give to their friends.
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  • Profile picture of the author Xochitl Shat
    Try not to be bashful about requesting client referrals. The lion's share of individuals say they are willing to give a referral if asked, however not very many takes the activity to do it all alone.
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