Welcome to the latest installment of our new weekly blog series, If You Only Do One Thing. Every Monday, we will discuss one thing that you can start doing today to improve your marketing performance.
With so much advice floating around from so many different sources, it can be tough for marketers and small business owners to know where to focus. This series aims to help you out. Last week’s thing was Attend a Tradeshow.
Today’s Thing = Promote Special Offers
Consumers in most industries are price conscious. This means that you can get their attention with special offers.
Pricing is a key piece of marketing. It is one of the levers you can pull anytime to drive increased sales and generate interest in the marketplace. And if you’re not using that lever enough, now is a great time to start.
Special offers, sales, or discounts – however you want to refer to them – will help you drive business. And they can come in any number of forms.
A few of the most popular are free or discounted shipping, a dollar amount or percentage off, bulk or volume-based discounting, bundle or add-on pricing. Most companies see success when they offer a variety of these and other types of offers, instead of doing the same thing every time. It is a good idea for your business to try a number of different offers to find out what works best with your audience.
Another good idea for getting the most out of special pricing is to make it time-sensitive. Adding a deadline, and keeping the amount of time the offer is made limited, adds urgency to the decision-process, and will get more people to sign up.
Simply offering the special on your website isn’t enough if nobody knows about it. Make sure you announce it, both on the website and in any advertising you are already doing. This will drive more people to the site and should increase the conversion rate once they get there. Meaning more people will visit, and a greater percentage of them will buy.
If you’re not offering specials or discounts, this is one thing you should definitely start.
Share “If You Only Do One Thing” with all your marketing friends, and suggest future topics in the comments below or on Twitter @zheller.
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