How To Market Your Wholesale Business To Attract New Customers
The term “marketing” can seem far less appealing when compared to the game of fast sales, especially when the chance to earn money right now speaks louder than the opportunity for a more steady, long-term growth rate. But it’s important to remember that investing in a wholesale marketing strategy will greatly improve your ability to attract customers, which will lead to more consistent sales overtime.
Your marketing strategy should involve several smaller tactics that, when joined together, create a continual, profitable flow that keeps the business pointing towards your desired results. With that in mind, here are a few wholesale marketing ideas to think about.
Post in Social Media Groups
There are many ways to use the Internet to find more private, isolated groups of ideal customers. Facebook groups, that require permission from the group moderators to join, are great places to interact with retailers, other wholesale distributors, and whoever else fits in your target audience.
Even if your efforts don’t lead to many immediate sales, know that marketing is a process, and often a slow one at that. Spending time to gather information about what your customers are looking for, and what works for them and what doesn’t, are all long-term investments in the future of your wholesale business.
Create a Private Company Website
This idea is similar to social media groups because you are finding a special niche of people and inviting them to learn more about your wholesale products. But what makes a website more attractive is that you have complete control over the site, and you become the “group moderator” in a way as you select the customers you’d like to invite to your website.
You can also create an experience that matches your brand voice, and that fits into your wholesale marketing strategy. For example, you can design the site to be aesthetically consistent with the look and feel of your products. You can also place a subscription box on your site to gather email addresses from your customers. That way you can be more personal with them through email newsletters, sending out special offers and exclusive information you don’t share anywhere else.
It’s important to never underestimate the power of a more intimate relationship with your customers. When using the Internet, the best way to create that personalized feel is through email marketing. But let’s step away from the world of the web for a moment.
Advertising in your local area—whether that’s cold calling, canvassing, or any in-person networking tactic—is a great way to build trust with your target audience. You can also place ads in local newspapers or business-to-business (B2B) magazines. Anything you can do to spread awareness of your wholesale business and products in your local area is usually well worth the investment.
Send Direct Mail
Sending direct mail is one of the more timeless wholesale marketing strategies in the book. A reason why it is so popular (even in today’s extremely digital society) is that it lessens the possibility that your advertisement will reach the wrong customers.
Wholesale distributors know there is a risk that your advertisements can attract people who aren’t authorized retailers. And if that person—who is typically the end buyer—decides to use your wholesale discounts, it can ruin the relationship you have with your middle-man (retailers). By sending direct mail to specific office addresses, you make sure the advertisement reaches your targeted customers.
Create Your Wholesale Marketing Strategy
Every successful business relies on multiple marketing tactics that work together to create one solid strategy. Wholesale distribution is no different. By selecting the ideas that best fit your brand and niche, you can start to build your own strategy in order to find and attract your ideal customers.
Editorial Note: Any opinions, analyses, reviews or recommendations expressed in this article are those of the author's alone, and have not been reviewed, approved, or otherwise endorsed by any of these entities.