Offering an ultra-intuitive self-service ticketing tool is an easy way to increase business without the need for huge investments. We all know ticketing is about volume and efficiency so why not adding or upselling a vertical in which a UX and UI optimized technology can really make the difference: DIY ticketing.
Want to know how to get started? Order our webinar on demand on how to expand your current business with a DIY ticketing offering.
So, a new vertical, that sounds interesting! But with the groundwork done, it's time to focus on how you will find the right clients for your redefined offering.
Here are the basic steps to develop your new marketing strategy:
Get to know your target group
A new vertical means new client types. While you have established a name for yourself in your current business, it's unlikely this will be enough to deliver your message in another target group. The DIY customer will need more of a B2C approach than a B2B method.
So take your time to get to know your audience. You'll probably have to start all over again.
First, define who you're focusing on. One handy way to do that is by creating 'buyer persona'. They are fictional, generalized representations of your ideal customers. Each of them gets a name (eg Ticketing Tony), title (Festival coördinator) and typical, defining characteristics (small organisation).
In your overview, you specify their whole image (background, communication preference, goals and challenges,.. By forcing yourself to write down all these specifics, you'll discover where your blind spots are. If you don't know which challenges they are facing, for example, you'll have to do research to find out.
In the end, you'll be able to sculpture a different marketing message for each persona, you'll know how to find them and how to bring your words across.
Work on your online presence
When you don't have a good website, you simply don't exist. The first thing people do when they hear of something new or when they are looking for a certain solution is checking the internet. You need to make sure they'll find a dedicated landing page focussed on your new offering.
Use different ways to explain your business. Some people want to see the hard numbers in one glance, others focus on the technical details and then there are the ones who can be triggered by a movie, game or more 'fun' element.
After the basics of one or more static web pages, you need to add more content. It's important for your SEO ranking and your buyer journey. Write blog posts with tips and tricks, create quizzes, templates and other material.
If you don't know where to start, grab your buyer persona overview. Based on your research, you'll know how to address their challenges and spotlight your offering as the answer to their needs.
Keep SEO in mind when you're making the extra content. Having different landing pages for every buyer persona can be a good idea to improve your SEO ranking and getting a clear message out there. By adding interesting downloads, where they'll leave their details in return, you can define what they are looking for and approach them based on their needs.
Don't try to do it all at once. Start small, by really interacting with your audience, you'll be able to fine-tune your wording.
Let your network do the work
Your current network can perhaps offer you a stepping stone to your new target group. If so, use it. See where the overlap is and try to get your content to the right people that can share your message for you. If you need to build a new network, that will not come overnight.
Begin by doing your homework. Maybe your buyer persona research gave you enough insight on where to find your new clients or perhaps a deeper exploration is required. Once you know what your prospects are reading or which events they are attending, introduce yourself to the publishers or organisers. You can also check if you can speak on specialised conferences or if you can become a member of a dedicated Facebook group. Try to spread your focus on both online and offline channels.
Take a step back and redefine
Establishing all of the above will take time and a lot of effort. Expect to be overwhelmed sometimes and learn from the successes but the epic fails as well.
After a while, it will be a good idea to take your buyer persona overview back in your hands. Your offering may have changed a little, your focus shifted. With a pair of fresh but more experienced eyes, you can check if you need to alter your previous work or enrich it with renewed insights. It will be the perfect opportunity to start drafting your new content plan.
If this sounds interesting but you're still not sure what the best DIY approach is in your current business model, you can still order the on-demand webinar full of tips and tricks.