What Are The Foundations Of Marketing A Bike Business?

Foundations Of Marketing A Bike Business  

When it comes to marketing any business, you need to understand the foundations of marketing before you can truly start to kickstart your campaigns and begin advertising to potential customers.   

The chances are, you already have a good idea of the foundations but have yet to put them into practice. You know where you are located, but what does this mean for your sales? You already know your primary target market, but how does this impact the marketing you should be undertaking? 

That’s why at Bike Marketing, will go through the foundations of marketing and why, as a bike business, you should care.   


So, you sell bikes, what kind of bikes?   

The first foundation is the product.  As a bike business, you sell… bikes. But it’s not just that simple. A product has to have a use to someone. When offering bikes, you sell a mode of travel, a hobby, a form of exercising, or even a job. Therefore, the product can be split into different uses.   

For example, you wouldn’t complete the Tour de France on a foldable bike that you would usually use to commute to work.  

Many bike companies have also started to sell electric bikes, a slightly new addition to the bike market. Compared to traditional bikes, they have unique uses, benefits, costs, and even laws that must be considered.   

Instantly, you have three products that are considered bikes but serve a different purpose and have different USPs (Unique Selling Points). These are the things you should be bragging about! You don’t just sell bikes but bikes that will help people win the big race, help people lose weight or get them to work on time. You now have three different messages for a typical bike.  


Quality bike, quality price?   

With USPs comes quality and price. The bike’s quality and price comes with a different target audience, which should be approached using different marketing campaigns.   

Higher-end bikes should be promoted to those serious about cycling and have a little more disposable income. However, the lower cost bikes can be promoted to those who enjoy a casual bike ride around the park and don’t want to dip into their bank account to do so.  

You can also use price as a promotional tool. This is where sales, discounts and bundles come into play. 25% of all orders? Then this is another selling point that will positively affect the likelihood of a purchase.  


The bike must have a rider.  

As we have said, your products should be promoted to a range of different people if you want to improve the success of marketing activities. However, to get the message out to the right audiences, you need to understand them. You need to understand what your potential customer is looking for and where you can speak to them. This makes people the third foundation to bike marketing.   

We can split this foundation into the customer’s position in the marketing journey and the type of cyclist they are.  

Firstly, the client needs to be aware of your brand.  The awareness stage is your time to say “Hi!”. You introduce the business as a whole and let people know about the product. 

They will usually find you through Google. To appear high up in Google rankings, you need an optimised website with great SEO. SEO requires time and effort; you must include the right keywords into your website, keep the content fresh, and add metadata to your pages. You can also run Google ads and Shopping ads. This may seem complicated but is simple enough if you know how you use Google Ads Manager.   

Alternately, you can run a broad social media ad across Facebook and Instagram just to get your name out there.    

Top Tip: If you struggle to optimise your website and run ads, then look into outsourcing. Check out our blog post, ‘Why Should You Use a Marketing Agency For Your Bike Shop?‘, for more information.  


Final pedal 

After they have found your website and know who you are, it’s time to push out specifics of your products. This is where you highlight the different types of bikes you offer and showcase USPs.  This can be done by retargeting ads across social media and Google.    

If a customer is looking for something simple, keep your messaging simple.  However, for those looking more at the technical benefits of the bike, you can also share detailed content through blogs, exhibitions and newsletters.   


How about another bike?   

By now, they should know about your products and have, hopefully, made a purchase. This is where you are looking for loyalty. As a bike is a big purchase, then ideally, you should be speaking to the fans of your business and products, rather than the customer who just needed a bike.   

Bike fans will probably be looking for extra kit, clothes and accessories, which you push after or during the sale. For passionate cyclists, you can also offer discounts on other products, access to a loyalty scheme and extra content through newsletters, social media posts and blogs.   


Where can we find you?   

Place is the final foundation we will be looking at. Place typically means where you are located. This can be an actual store or a website. Where you are set up will impact the marketing you can do and the level of competition from other stores.  

As a physical store, you compete against the bike stores in your area. 

However, when you are online, the competition is just whoever will deliver to the same locations as you.   

Place can also mean where you decide to promote. If you deliver to the UK, you will surely set up your ads to send to the UK? Well, this isn’t always the best method of approach. It would be best if you tried targeted ads.   

Set your Facebook or Google ad to only appear to those near a physical store. (You wouldn’t ask people in Cardiff to book a demo ride in London).  You can also promote different messages depending on the location you are targeting. For example, push your electric bikes in busy cities or student towns. You can then push your mountain bikes in areas with rougher terrains or courses.   


What now? 

Now that we have discussed how product, place, price, and people affect your bike business, why not rethink some of your marketing activities?   

Not sure where to start?   

We are a full-service marketing agency filled with talented marketing individuals who have the knowledge and experience to deliver creative and results-driven marketing campaigns and brand awareness across all marketing channels.    

Our friendly team delivers results to get our clients noticed. Your campaigns are in safe hands with our team. Whether that is social media, the entire digital marketing mix, project management, marketing strategy, copywriting, graphic design, or even website design and management.    

You can get in contact to hear more about our agency here. 

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