Great website? Check.
Awesome products? Double Check.
Effective marketing strategy?....Wait a minute!
The first step to an effective marketing is to know who you are selling to. Your products and services may fit into a well defined niche but you still need to know who you are trying to reach.
Whether you want to get more men shopping at your store, more young adults or capture the wiser older generation you need to know what they want, how they shop, and how they engage with your products.
If you're not sure try using a survey on your Facebook, Twitter, Google+ and other social media sites. This can help you harvest the information you need. Putting a link to a survey on your website will help capture people who are already shopping with you. You can also ask questions on your social media pages.
When you are asking questions be sure to use open ended questions (who, what, where, when and why, avoid YES and NO answers). Relying on free typing answers can cause surveyors to lose interest. Ask 5 -10 targeted questions, with 1 or 2 short answer questions. It may take some time to develop suitable questions but putting thought into them will mean better results and more effective marketing as you fine tune your marketing approach.