By Betsy L. Shulman

Ever wondered why one supermarket or restaurant in your neighborhood seems to be busy while others are empty? Perhaps it’s easier to notice that dynamic here in New York City… but we’ve all seen how one business seems to attract customers, while another, just across the street, doesn’t. The difference has to do with the principles of successful marketing, which remain much the same whether you have an online business or a brick and mortar business. Developing an effective marketing strategy boils down to three basic principles. yet as simple as these principles may be, they elude many business owners who use the Internet and find the whole world at their fingertips.

First, target your market. It sounds obvious, but it’s hard to get right. The supermarket on the Upper West Side of Manhattan (where I live), near Columbia University, has this marketing principle figured out. There is a very specific population here — people who are busy with college- students, professors and their families. And it’s not just any college. It’s Ivy League, so these folks want quality and convenience, and they want it fast. They go to this supermarket because it has targeted their needs.

Second, build a loyal list of customers who want what you have to sell. For example, this same grocery store in my neighborhood is always busy — even at midnight. The place is a virtual gold mine and here’s why: they know what their shoppers want. They offer a huge variety of gourmet food at decent prices. Everything is well displayed so you can pick up the things you need for a quick meal in a flash.

The store is generally packed with students, moms and dads, young professionals, professors, and little old ladies… all from the neighborhood. The store displays it’s fruits and veges outside the storefront so they literally stop people as they exit from the corner subway and suck them in the front doors. Their specialties are a big attraction. It’s not just another chain store.

This points to a third principle of successful business marketing: Build a relationship with your customers. You may get people through the door, but will they come back? When someone responds to an ad you’ve posted online, or visits your website, they’ve entered the door. How can you ensure that they’ll buy something or come back for more? What makes you and your business attractive and enticing to your customers?

For example, the market I’ve described offers tons snack foods like cheeses, dips, salads, cut up fruit; healthy drinks, sushi, European chocolate bars, and zillions of other pre-packaged goodies. They provide what their traffic wants to buy, plus they make it easy for them to get it and check out fast. No lines in this store!! Because of this, they have a very loyal following. If they don’t carry a specific product, they will try to get it for you.

Why do I go into such detail? Because this how you must think as an Internet marketer! Once you get targeted traffic in your store (or on your website), it’s a lot easier to get them to buy from you when you have products that are exactly what your shoppers need. You are also more likely to sell them another product.

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