Recently, Missouri’s turkey hunting season came to a close. Reflecting on the season, I realized that turkey hunting and marketing are not all that different. When you’re going after a gobbler, an effective strategy is to call him in to your strategically placed decoy. Similarly, when you’re going after sales, a proven marketing strategy is to drive (or call in) prospective customers to your website.
Calling in a Tommy requires skill, experience, and expertise. There are many ways to speak to turkeys to entice them in to your decoy. Just to name a few, there are box calls, slate calls, push-button calls, and diaphragm calls. With those calls you can produce different sounds, communicating a number of messages. A yelp sound says, “Here I am, come here.” A cluck sound says, “Here I am, where are you?” A soft purr sound says, “Everything is okay.” The point is there are many different ways and means of communicating with turkeys to draw them into your decoy.
Likewise, marketing requires skill, experience, and expertise. There are many ways to communicate with your audience. There are many messages you can deliver based on your business objectives. The application we can take from turkey hunters is that through their various calls, their primary focus is to get turkeys to come in to their decoy. In our marketing efforts, our primary focus needs to be to drive people to our website.
Websites are powerful sales tools. Ecommerce continues to grow. More and more people are researching companies and their products online before making a purchase and more and more people are buying online.
According to Custora, online revenue was up 11% in the first quarter of 2014 from the first quarter in 2013. eMarketer estimates that online revenues will exceed $440 billion in 2017.
A website, like a turkey decoy, is where the action happens and is a vital component of a successful business. With ecommerce revenues approaching half a trillion dollars, marketing efforts focused on increasing website traffic will be well worth the investment.