This week, I'm working on how to continue building towards a cider business without putting much capital to work, just yet. One step I need to take is to build a website and start experimenting with SEO and SEM.
It is great to learn that Google's bidding and budgeting allows for extreme specificity when it comes to bidding on keywords. The apple season, from September to October, is the prime season to capture audience attention online. While I knew that searches for "cider" spiked (no pun intended) during autumn, I had not yet thought about the long tail of keywords.
A search for "Asian hard cider" yields essentially no matching products or brands. You find ciders/perries made of Asian pears, but that is it. We'll count that as a win for us.
In addition to building a plan for bidding on ad words, website development at this stage will also have the objective of building a database of interested consumers. I'm aiming to gain insights into potential consumers by having them sign up for pre-orders.
This will all contribute to a digital marketing ecosystem of gaining brand awareness, gaining customers and info on who they are, and then funneling those insights back into a refined SEO and SEM strategy.
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