Stop marketing your online store to everybody

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In marketing there is a saying “if you are marketing to everyone then you are marketing to no-one”

Which is just a way of saying you need a target customer. Having a target customer is how you can find and connect with people and turn them into customers.

If you are paying money to advertise to people that will never buy your product then you are just wasting money.

Now, just because some people won’t buy what you are selling doesn’t mean you have a bad product. You just need to find the right type of people.

You can’t sell dog collars to people who don’t have dogs.

You need to create a profile of your ideal customer.

If you have an ecommerce store selling a niche product that you are passionate about then look at yourself first.

Why did you start the ecommerce business? Do you something that solves a problem? Was it a hobby that turned into a business?

Odds are that people like you are your ideal customer profile.

Points to think about

1. Who is your ideal customer?
2. Why do they buy from you?
3. Where do they hang out online?

If you have a Facebook page you can take a look through the profiles of the people who like your page. (Seems a little stalker-y. But we are doing research here….)
You can try setting up a survey and emailing people who have purchased from you before. The more information you can get about who buys from you, the more accurate your customer profile becomes.

Knowing what social media they use can help you when choosing where to advertise. For example if you sell makeup to young women then Instagram and SnapChat would be go places to find customers.

Facebook has powerful audience creation tools that will let you get adverts in front of your target customers. You can refine your audience by gender, location, interests and what pages they like. Since Facebook owns Instagram then this works for Instagram too.

I hope this has given you some ideas about who to market to. I see people waste money all the time by creating a generic Facebook Ads or Google Ads and just sending the traffic to their store’s homepage. Then they say online advertising doesn’t work.

For more on online ecommerce advertising strategy read my previous article How to stop wasting money when advertising your ecommerce store.

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