I sell an actual item worn by women, mostly middle-aged. Need to strengthen our conversion rate. Which social media is best for this age group?

Our product, HOT GIRLS PEARLS, is jewelry designed to keep women cool through hot flashes, for any reason they happen. We are totally redoing our website now, but want to make everything right as well as draw traffic. This is not a software or tech company, so it's difficult to find advice outside of that world.


I've found that with the saturation of retail on social media sites in general, the best way to make a sale is to target the right people who are already looking for what you offer...

For you: I'd recommend using highly targeted Facebook Ads (Target by age & gender plus any other things you know about your audience/buyers in terms of things they are interested in). You might also research companies who provide holistic relief for hot flashes, find their facebook pages and create a filter for your ads to target fans of theirs. You could see a HUGE return on just $100 Facebook ad buy.

Good Luck and let me know if you'd like to schedule a follow up call; I'd be happy to walk you through the setup and some additional strategies!

Answered 10 years ago

I would focus on Pinterest and Facebook in that order.

Answered 10 years ago

While Pinterest and Facebook won't likely convert to sales in the way some of the more traditional marketing funnels will, they certainly can help you get leads and build a community around the topic of menopause. Like any "female"-related issues, it is a sensitive topic that is best handled on social by a women and an expert in the field. I would recommend partnering with a doctor and an everyday woman in that stage of life to provide Q&A style conversations on Facebook, along with inspirational tips and helps to guide them in every aspect of that age. People to go Pinterest and Facebook to relax and unwind, not necessarily search for products. But once you've built trust with that age group, they will see you as an ally and will be more open to marketing messages from you, as well. I would also use the Pinterest and Facebook connections to build your email list -- where you can be more targeted and specific with sales pitches such as discounts and promotions.

Answered 10 years ago

Hi. Great idea. Forget social and forget search. Middle-aged women won't search or share this. I found the same thing with an IVF test product I have worked on for a California-based company. My advice would be to list out all the available marketing channels and tactics open to you and eliminate those you a) can't afford, b) are not direct enough or c) require sharing P2P. My guess is that you'll find that your best ROI welcome from advertising on related websites. Good luck. Happy to help further. Mark

Answered 10 years ago

I a admitting that I don't have adequate experience in this field, But I can draw parlances from other fields which are selling products for a similar target audience.

If you start from the consumer purchasing journey, it starts from idea of having such jewelry and then progresses towards an interest to purchase such an item. This interest phase is the one which involves researching about the product online and based on the recommendations converts to desire finally being an action to buy.
Consumers typically pass through idea phase from online portals which exhibit such items. So you need to place relevant ads on the product search words which are related to item you are selling.
Post idea phase, consumer enters interest phase. Here he will try to read about all the information he/she can get on the item. So it would be good if you can answer few of the FAQs related to the product on your site. This will help your site to get the consumers who might turn your customers to your site.
I will leave the rest of the sections and strategies to adapt in those phases, to a call as I need more information on the product to avoid giving a generic answer.

Answered 10 years ago

I am a Project Manager by profession.

In order to strengthen your conversion rate I recommend to review promote in every possible available social media.

Offline marketing will also be effective.
Improve your SEO for your website to draw traffic and eventually conversion rate.

Improve the marketing content of your product.

Answer below questions and have a good content added.
Why do you think Hot Girls Pearls is best?
Why should I buy it?
Is it worth my money?
Will it increase my status?
Is it trending?

Facebook, Twitter, LinkedIn, Pinterest, etc use all of them.

Thank you.

Answered 10 years ago

I work with an international jewelry business for a similar age group. We use both Facebook and Twitter but find that content related marketing is the most beneficial for us. I would love to continue this conversation with you on the phone. Through ecommerce, content marketing and social media, we have been fortunate to grow in huge multiples month-to-month.

Answered 10 years ago

Hi! I'm coming at this from a slightly different perspective because the other Advisors have hit the "which & why" ad placement side of your question. My angle is based on nearly 10 years hands on experience in "lifestyle enhancement" brand related e-commerce and fine jewelry distribution.

This seems like a product that should sell itself with an enormous mass market appeal. I wanted to take a look at a few things that could be affecting your disappointing conversion rate that could continue to play out regardless of spend or channel.

Is it easy to find?
Does the "hype" match the experience of the user?
Is the price point within reach of the target audience?
How simple/hard is it to place the order?
Is it "share-worthy" and easy to do it?

Assessment: Based on about 10 min of quick research - it's easy to find but the tops two links both give the customer reasons to abandon purchase fairly quickly. First, your product reviews are troubling - at almost 50/50 love it / disappointed. Second, your website landing page doesn't drive "buying" it encourages "browsing." The copy is fine but unnecessarily wordy and muddy. On the plus side, you have nice clean images of your products and clear relevant descriptions but the visual DISPLAY of it all comes across as "made in my living room" as opposed to a fashion oriented "lifestyle enhancement" brand for a woman who wants to keep her cool without sacrificing her style or professional image. Compared to other products in the marketplace hot Girls Pearls retails at an avg of about 10X to other "cooling" related products readily available in the market. Shopify/Amazon as shopping carts make it easy to purchase. Good call on those. Sharability is good with the ability to "pin" and "love" via open sky but could be enhanced with a few more "standard" options.

Recommendations: Before you invest another penny in marketing, I'd recommend a 5 specific actions to take that that would yield results you can test and track to optimize your click to sale ratio and could be implemented within 5-10 business days for about $500 bucks or less depending on what you can do yourself/with your current staff and/or who you outsource it to.

1. Drown OUT the negative reviews on Amazon. Ask your "fans" to post a review & offer an incentive to do it "now" with a clickable link to the product page.

2. Create a YouTube Channel for your company. Link all the videos on the web that have featured your product to it. Should take about 2 hours or less.

3. Get some "real women" video testimonials/endorsements produced that you can place on your site and your YouTube channel.

3. Mini Makeover for your website landing page to convert "window shoppers" to "impulse buyers" that is smartphone / tablet friendly, allows for A/B testing and captures analytics.

4. Take it down a notch on pricing if your margins can handle it. I'd take it down 20-25% across the board.

5. Add the ability to share via facebook, twitter and tumbler.

I would be happy to hop on a quick call to discuss further and direct you to some specific resources to get it done if you need them, just let me know.

Answered 10 years ago

Send me a message and I'll answer you. I don't want to post it publicly, for obvious reasons.

Answered 10 years ago

Getting the right people to site it one thing, getting the right people who will CONVERT is another. I'd advise using Facebook for this demographic but making sure you funnel these women into an email marketing funnel where you educate and follow up with them based on behaviour. This combination of FACEBOOK and EMAIL kicks conversion ass!

Answered 9 years ago

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