How/Where do you advertise

[Bushman]

Apart from Google Ads what other forms of advertising do you guys find effective. Either online or offline?

Thanks

 

[AllUpHere]

For what type of business?

 

[Bushman]

For what type of business?

Business and Office supplies

 

[Ozzy]

Where and how you advertise will vary hugely depending on your market sector, and it will also need a lot of A/B testing.
For business supplies if it's low value items (pens and paper) we'd just pop on Amazon for a quick and easy next day delivery, but for high value items (furniture, IT) we buy from firms we've got to know through our networks.

 

[fisicx]

@Bushman, Is this an national online store, something local? Do you courier the products or deliver yourself?

Have you tried billboards or local radio adverts? Have you wrapped your van? Do you wear a company polo shirt everywhere you go?

 

[Mark T Jones]

I seldom advertise

When I do its in the hospitality press and ties in with a specific event

 

[WebshopMechanic]

Advertising alone won't cut it. Throwing out ads and expecting much in return is probably a waste of time. You need a joined-up strategy (Apologies in advance if you already have one, but some don't.)

The Audience

Firstly, you should know your audience and where they hang out' or spend time online or offline.

• Who are they?
• Procurement Managers?
• Office Managers?
• Admin assistants?
• LinkedIn, Google Ads, Industry Forums, Facebook Groups
• Instagram, YouTube, Facebook, Tiktok = Unlikely.

The Problem

• What is important to them?
• What makes them do their job better?
• What do they need?
• Why do they need to change a supplier?
• Poor supply?
• Bad service?
• Lack of product range?
• Late delivery?
• What problem are you solving for them?
• Convenience?
• One-stop solution?

What is your USP?

• (Price is NOT the answer)
• Eco-focused products to reduce carbon footprint?
• Products to improve efficiency?
• People with expertise?
• Premium customer service?
• Charitable causes?

Your Message

• Why should they listen to you?
• What have you got to say that is interesting?
• How can you catch their attention?
• Video is the most engaging medium. Go against the grain.

My personal thought in this type of industry, comedy could be a good route to be seen. Think 'the office'. I don't know any interesting stationary or office supply companies so there's probably a good opportunity here. (Check out a content agency calledKnowlton Marketing on LinkedIn. Those guys are smart and funny. They turn boring into engagement and ROI.)

Lead Generation and Nurturing

• How can you get people into your funnel and to start the conversation?
• What can you offer them?
• Free carbon footprint report?
• Team training accessories?
• Business efficiency advice and content?
• Free business coaching with first order? (This could be a partner)

Marketing Channels
My initial thought is that this would be LinkedIn. Yes, Google Ads probably drive small sales but surely you're after larger accounts, not somebody who wants to buy a single bottle of Tip-ex and a pack of staples. (Does Tip-ex even exist anymore?)

SEO is a must. I know I'm biased because I do a lot of SEO work but it will enable you to drive free traffic at lower cost, and have longevity. Very few businesses do it well.

Networking - I also think you should be looking at networking (possibly BNI) because this will deliver better introductions through trusted referral and potentially better quality prospects.

Also look at your own network on LinkedIn and see who is well connected and who they could introduce you to. It's all about WHO you know.

Google Ads, Shopping, Amazon - These should probably be used as low-cost acquisition channels more than anything else. This means you need to master the out of the box experience with a brochure, welcome letter, testimonials, offer of next order and possibly a free gift. Don't underestimate the power of a simple box.

Loyalty

• How can you keep these people engaged and loyal past the first order?
• What is the customer onboarding strategy?
• How will you 'wow' them and stand out?
• How will you get them back to place a larger order?
• What is the follow-up process?

This needs to be nailed because there are lots of competitors out there who will go the extra mile if you don't.

Hope that helps.

Matt

 

[fisicx]

Loyalty is what keeps a lot of suppliers in business. Companies set up accounts and place orders as and when. The bill gets paid once a month or whenever. They could switch to a new supplier but it’s easier to just stick with the one they know and trust.

Getting someone to switch is really difficult.

People show at the same supermarket every week even though the competition might be better. People are creatures of habit and don’t like change.

 

[Mark T Jones]

Do you have a background in this sector?

Are you at all familiar with how your target customers currently buy?

Do you have a USP?

There was a time when I regularly got calls asking to speak with"the person who deals with stationery supplies" it doesn't happen any more. In truth it's one of the few things I buy on amazon, because I really can't be bothered.

Prior to that my supplier's USP was that we went to college together.

During lockdown I drove for an office supplies company whose USP was that they would deliver right to your stationery cupboard (made for some interesting drops!) - most drop to reception only, or sometimes to the front door.

In a nutshell, it's a commodity business where if you don't differentiate yourself it really is down to price- and I suspect you'll struggle to beat Amazon

 

[Bushman]

Thanks for all the replies, we are a well-established business 40+ years, with 20+ years online.

The reason for the question was to try and identify any new areas to advertise in that we may not have thought of yet.

Thanks again

 

[Mark T Jones]

Thanks for all the replies, we are a well-established business 40+ years, with 20+ years online.

The reason for the question was to try and identify any new areas to advertise in that we may not have thought of yet.

Thanks again

The answer to that will always depend on all of the other issues raised

 

[JEREMY HAWKE]

The world wide Web or what ever its called
I do have good results getting the on phone and saying hello . This still works well

 

[Mark T Jones]

The world wide Web or what ever its called
I do have good results getting the on phone and saying hello . This still works well

Just 'hello', or do you elaborate?

 

[JEREMY HAWKE]

Just 'hello', or do you elaborate?

I'm not going to teach you to sell on the phone in one sentence when it took me 30 years to learn it

 

[Paul FilmMaker]

I don't know what everyone else does but what I do is pick a single, marketing channel and work it until it's running well and then I go into other channels. So what I'm doing is Linkedin. I advertise because there is still organic reach (i.e. if a post is good, it can reach prospects). And then people contact me and occasionally buy.

Because I am in video production, I use video to 'advertise.' i.e. Creating vlogs which catch the attention of prospects and are sometimes shared. So this saves me having to pay for advertising and wins me enough customers to slowly grow again. I say 'again' because I was in hospital and took 6 months to recover.

I think I want to hire a marketing person next March / April (if I am making enough money) and that will get content production right up to speed and then I can start exploring other channels. Incidentally, if anyone wants to go 50 / 50 on a marketing person, let me know.

 

[Emelia Anderson]

h

Apart from Google Ads what other forms of advertising do you guys find effective. Either online or offline?

Thanks

Hi, you can try some coupon sites and price comparison sites

 

[stuartm1962]

I'm not going to teach you to sell on the phone in one sentence when it took me 30 years to learn it

Oh go on, be a sport

 

[stuartm1962]

I personally find that a sales call works really well, as Jeremy says. For a lot of people it's a pleasant change from the endless emails that they receive and if done politely and courteously, why wouldn't it work? By all means, do the social media, advertising etc, but i wouldn't rule out cold calling.

 

[MBE2017]

As above, good old fashioned telesales. Or a company salesman, preferably both, telesales get your rep in the door, fill his diary, he build the relationship and secure orders.

 

[Deleted member 335660]

Thanks for all the replies, we are a well-established business 40+ years, with 20+ years online.

The reason for the question was to try and identify any new areas to advertise in that we may not have thought of yet.

Thanks again

I think @WebshopMechanic said it all.

There are new digital outdoor boards but not sure they are right for you.

I used to sell Office Equipment and it was down to knocking on doors and building relationships. The good old days ?

What about sponsorship of local football team or at golf club?

As many have mentioned only you can really decide based on location of customers and derives you offer.

 

[provercasveazi]

nice forum

 

[Mark T Jones]

nice forum

It is nice, isn't it?

Pretty colours.