An Introduction to Upstream Marketing for E-Commerce
So, you've started your WiFi journey.
You've broken into this crazy world of selling online and made it work.
How do you make it work even better? With upstream marketing.
Upstream marketing, or demand generation, is a way to market to customers before they need you. It's an effective way to build relationships and drive sales.
If your e-commerce business uses downstream marketing (such as advertising), it's vital to have an upstream strategy.
Upstream marketing allows you to create relationships with customers.
Why?
So that when they're ready to buy—they will buy from you!
What is Upstream Marketing?
Upstream marketing is a term that refers to the entire process of developing a product or service that meets the needs of a target market.
This can include both the development of new products and services as well as improving existing ones.
The upstream part is all about getting in front of those customers and knowing what they need before they know it themselves.
So how do you do this?
Well, it starts with creating a clear market segmentation map and then identifying which customer segments to focus on.
You have to analyze how the end user uses your product or service and what competitive advantage will be required to win them over at what price point.
In addition, you can start doing this very early in the product or service development cycle, and is one of the missing links for generating revenue growth at many companies.
Upstream marketing is a way to market to customers before they need you.
It's about building relationships and trust with your audience so that when they do need something, they come straight to you.
Upstream marketing is not just about selling. It also involves helping people solve problems and educating them on improving their lives or businesses by using your product or service.
The next step is giving them an opportunity (like an offer) at the right moment in time when their interest is piqued.
The Importance of Upstream Marketing
The first step to upstream marketing is understanding what it means. Upstream marketing is a technique that involves building relationships with potential customers.
When?
Before they need your product or service.
Doing so can increase brand awareness, generate leads, and drive sales from existing customers.
Upstream marketing differs from traditional forms of advertising because it focuses on creating value for your audience.
This strategy works well for e-commerce businesses because many retailers start their customer journey by searching for products on Google or social media sites like Twitter and Pinterest.
Suppose a company wants its products found in these places.
In that case, they need to have an online presence--and that means having an active social media presence as well as engaging with potential customers on those platforms by providing helpful content like videos or blogs that teach people how to do things explicitly related to categories associated with each business' industry niche (e.g., cookware).
How to Start Upstream Marketing for Your E-Commerce Business
Start with your existing customer base.
Create content that is relevant to your customers.
Use social media to reach out to your customers.
Integrate email marketing to stay in touch with customers.
Utilize content marketing to attract new customers.
What About Content Marketing?
Content marketing is one of the most effective forms of marketing available today.
It's a way to create and share relevant, valuable content with a target audience to build trust, authority, and awareness for your brand.
You can incorporate content marketing through several avenues: Blogs, videos, infographics, or eBooks are just some examples.
Email Marketing
Email marketing is a great way to reach and build relationships with your customers. It's often overlooked in favor of social media, but email is still king when it comes to driving e-commerce sales.
Email is an essential part of any business's marketing strategy.
You can use it to:
Reach new customers by providing them with information about products they may be interested in. This could include special offers or coupons that encourage them to purchase from you instead of somewhere else (or both).
Keep existing customers informed about the latest developments within your industry or company. How? By giving them something new every time they open their inboxes. Hence, you'll keep their attention focused on what matters most for maintaining long-term loyalty: Buying from your store!
The Problem with Downstream Marketing
Downstream marketing is a one-way conversation.
You're telling your audience what you want them to know without listening or reacting to their needs and interests.
It's like shouting an ad at the top of your lungs: "Come buy this product!"
Yet, if you want to build customer relationships, downstream marketing isn't cut it as your only advertising strategy.
IMHO, downstream marketers aren't providing value for their customers--they are just pushing messages out into the world, hoping that someone will listen.
Upstream marketing is where you offer value.
The difference between upstream and downstream marketing.
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