You’ve just received a shipment of sweet 29ers and can’t wait to put them on display in your store.
And you’re convinced people will go nuts for your new range of cycling shirts.
Not to mention that range of high tech bike computers you’re waiting for.
You love everything about cycling and you love everything about your cycle shop.
But is your cycle shop getting the attention it deserves?
Are you missing out on clients?
Maybe you’re a true social media warrior and you post to Facebook all the time.
When you get in a new product, you take a picture and upload it to your personal Facebook profile immediately.
Or perhaps you run a Facebook page and add your latest products there.
But what are those likes and shares worth?
Have you ever asked yourself how many likes and shares it takes before you sell a bicycle, for instance?
What if there’s another way to get more people to see your cycling goods?
Maybe it’s time you look at getting a website that not only looks good, but works at getting you more leads.
What can you do with your cycle website?
I build websites using the popular WordPress platform.
It gives you a solid foundation for building a professional online presence that’s geared towards getting you more sales.
If you use your website as a tool to market from you’ll be astounded at the number of enquiries you’ll receive.
One of the best things you can do with your website, and it really isn’t rocket science, is to add content to it regularly.
If you add content to your website the right way, you’ll do a number of things right.
First off, you’ll look like the cycling pro you are. A website with plenty of good, relevant content makes you look great.
People love experts. It makes sense. It’s better to hear about which bicycle they should get from an expert.
Secondly, you’re giving Google something they can properly carbo load on, not just a tiny sip of a weak energy drink.
To explain what I mean, let me create a scenario.
You create the following categories on your website:
- Road cycles
- Mountain bikes
- Cycling wear
- Bicycle maintenance
- Bicycle transport
Now you can start adding articles to your website that fit into those categories.
It won’t be long before your website is chockablock with relevant, useful articles that people and Google love.
But don’t think of articles in terms of “how-to’s” or cycling news.
Those are fantastic, but you can also add articles whenever you have a new product on the floor or are running a special on some cycling products.
An article could simply be a picture, a title, an excerpt and a little bit of text to tell people what it is they’re gaping at.
It’s like an alternative ecommerce store. It’s much cheaper and gives people a great idea of what you’ve got.
You might be thinking, “but Facebook lets me post this sort of stuff in any case. Why would I need a website?”
Please read on to see why a website will do your cycling shop wonders.
If your budget allows for it you can add an ecommerce store to your cycling shop website.
In this case you’d still have a news section, but now you’ll also add your latest cycling products to your online store.
This is something I wouldn’t recommend if you don’t have a standard website to start with.
Ecommerce takes time to get going. You might get discouraged if you set up a full-fledged ecommerce store and the sales don’t roll in. And that’s the way it is; sales don’t just come piling through the door.
One of the best ways to cover plenty of marketing bases with little effort is to put stuff on auto-pilot.
This is possible with my web design package.
I focus on three digital marketing channels: social media, email and search engines.
One of these channels, search engines, does the work for you. All you do is add content to your website and the search engines lap it up.
The other two, not so. It takes effort on your part to reach out to people on those platforms. Those two platforms are email and social media.
But to create email newsletters is a tedious task.
And posting to Facebook could be a shlep.
And sometimes you forget to email or post.
But with one of my web design packages, should you choose the auto-posting function, all you do is keep posting content to your website.
Your content is automatically shared to your Facebook page and your email subscribers.
And it looks great too.
When it’s shared it includes your article’s main image as well as your excerpt.
People can then click on the shared item and visit your website where they’re away from distractions (which Facebook is famous for) and you can sell to them to your heart’s content.
This is a phenomenal way to reach people with your cycling products.
A person who consents to receiving emails from you is far more committed than someone who likes or shares your stuff on Facebook.
What effort lies behind a like or a share?
It’s like going downhill on an ebike. No effort.
But if someone entrusts their email to you they want to join your peloton.
I set up an email newsletter system that allows you to add up to 500 subscribers for free (for a start).
I also create a subscription page on your website where people can add their names and email addresses. From here they’re automatically added to your newsletter. (And of course, they can unsubscribe any time they wish.)
But the real beauty lies therein that you don’t have to spend a second creating email newsletters. You just keep pumping content into your website.
Search engine marketing
Google is a fantastic tool for finding bicycles, cycling gear and cycling clubs.
People might ask questions about your bike shop on Facebook, but they’ll head to Google too, to learn more about you and your bicycle shop.
If your website’s not on Google, your competition who does have a website will steal valuable leads right from under your nose.
Some of the searches people do to find a cycle shop include: “buy bicycle”, “bicycle shop near me”, “bicycle repairs”, or “bicycle online shop”.
You could be featuring for those search terms, getting more people through your door and making more loyal customers.
All you need to do is keep adding valuable content to your website the likes of Google will love.
And if creating content seems like a mountain you’d rather not tackle, hire me to do it for you.
Whenever you have a new cycling product you’d like added to the website, send me the picture/s and the details and I’ll add it.
That way it’s done by a professional who know what it takes to make Google’s knees weak.
Learn more about my content writing service.
Social media marketing
Social media is overrated. I’m sorry, but that’s the truth.
Let me explain.
Free social media marketing is one of the most useless things ever. Like a bicycle with square wheels.
What is free social media marketing? It’s sharing stuff to a Facebook page and gawking at likes and shares.
If you’re not paying for your social media marketing (boosts and paid placements) you won’t get the attention your cycling shop deserves.
Facebook is designed like that because Facebook is an advertising business.
The return on investment for free advertising on Facebook has never been great.
And if something shows a low return on investment, it’s bad business to expend much effort on doing it.
The next best thing is to automate your social media marketing.
That’s easy with one of my web design packages, should you choose the automated sharing option.
You keep adding content to your website and it’s shared to your Facebook page automatically.
A bicycle shop with a Gmail or Yahoo email address doesn’t look professional.
With my web design package you can set up as many professional email addresses as you want, your hosting space being the only limit.
And if you use POP to set up your email addresses you won’t be using hosting space for your emails at all.
Your bike shop website comes with Google Analytics installed.
You’re welcome to access those analytics whenever you wish.
But you also get a weekly report that shares handy information like the search words people used to get to your website, the pages they visited and where they’re from.
It also shares some social media metrics.
This is super handy if you’d like to see whether your website is doing well.
Your website also comes with a search box that records what people search for when they use it.
It’s a great way to see if you’re market oriented.
Say for instance you’re pushing road bicycles really hard in your marketing campaigns but you notice people searching for mountain bikes.
This is a clear indication that you should be pushing more content about mountain bikes.
Your bike shop website is mobile friendly, of course.
You don’t want website visitors who land on your website to pinch and scroll to see your fantastic cycling offers.
A package like this, with all of that functionality, sounds like it’ll cost the price of a super expensive mountain bike.
And it might, depending on your needs.
I’m on your side, but you must also know that you get what you pay for.
And what you get from me is a premium package set up to help you get many leads over the long run.
This is not some “social media ninja guru” nonsense. This is marketing with insight.
You could continue to use free social media to try and increase loyalty. But truth be told, it’s like riding a mountain bike uphill, backwards (and unless you’ve got Hans Rey level skills that’s not going to happen).
Or you could opt for my web design package and market to three channels from a single point, your website.
When you start building out your website you’re investing in your own cycle shop’s long term success, because a website is your pride and joy and the content on it belongs to you. And that content starts drawing more and more traffic because it makes you look like the cycling pro you are.
Book a consultation to see how I can help you sell more bikes. You won’t regret it.