Bicycle Shop Marketing is pretty easy, right? Get someone to design an eye-catching website to help you advertise, and put up a sign above your door, and business will come walking in. Right? Not always.
The past 3 months have been crazy good for Bike Shops, but we all know that this was a “once in a lifetime” marketing opportunity. Unfortunately with supply chain problems, the “gold rush” is over. So how do we use recent successes to build for the future?
Bicycle Shop Marketing is a three step process
Bike store owners know bikes. But it’s worth understanding a marketing tool called the Sales Funnel. Simply put, the funnel breaks down the consumer’s “journey” to making a purchase (like a new Road Bike) into specific steps
- Awareness
- Interest
- Desire
- Action
What each of the four steps means.
Awareness
That’s when we realize that we want or need something, and might start looking for it. This is the time when great SEO and a nice website help you get noticed by the consumer, and help them narrow their search
Interest
When consumers reach this step, it’s more than a whim. They’re really getting interested and look closely at their options. They want more information than is found on your website. Many of these consumers pick up the phone and call you. You can “fan the flames” by giving them more information. Videos and messages on hold are valuable here.
Desire
They’re getting close: they have identified features and possibly sources of the bicycle they want. Now’s the time to convince them to choose you, with Reviews www.reviewshelpdesk.com , Testimonials, FAQ’s, and product comparisons.
Action
You make the sale.
Making the sale depends on the consumer taking all the steps along the way: they don’t skip any, no matter how much you’d like them to.
The Neglected Step
The most neglected part of the process is in the “Interest” phase. It’s where you can lose your best prospects to the competition (ouch!). That’s why Informer Messages on hold are especially tailored to help build interest. They’re written specifically with the customer in mind, and to help move them to the “Desire” phase.
More about how Messages on hold work
Think about your experience: there are lots of consumers who want what you offer. Google Analytics will tell you how many of them visit your website. And your own experience will tell you how often consumers call your shop. But what percentage of your callers visit you? That could probably be better. The solution: use the right marketing tool at the right time. That’s when they’re most effective.
When you realize where on the Funnel these potential buyers are, it’s easier to understand the best way to help them take the next step.
Want to bring more of your “Interested” consumers a bit closer to buying? Let’s talk about delivering your message to the when they call. And make every phone call more profitable.
