So how does a new family run equestrian equipment retailer go about marketing its self in a highly competitive industry on a limited budget?
Through owning our own horses means that we know better than most that horse lovers are one of the most passionate groups of people you will ever meet, and are always happy to discuss all things equestrian.
This passion makes the equestrian industry ideally suited to marketing through social media sites such as Twitter and Facebook, in addition to our blog, so how do we do it?
On Facebook, we primarily focus on posting pictures and stories our Fans should find interesting. We take specific care to make sure we don’t over populate our fans Facebook feeds and only rarely publish updates which are directly promotional such as product offers.
By taking this un-aggressive approach to Facebook marketing, we have been able to grow the HM Equestrian Facebook page to over 2100 likes since November 2012.
On Twitter we’ve taken a slightly different approach and focus on sharing what’s happening within the business to give a flavour of what it is like to run an equestrian supplies business.
Finally, on HM Equestrian blog we get a little more in depth and focus on providing relevant advice and industry comment in addition to explaining a little bit more about what makes HM Equestrian different. Our blog, since its launch, has covered everything from the Olympics and Horse Health to explaining our unique product packaging. Using the blog this way allows us to add real depth to our social media channels and provide a focal point for discuss and greater interaction with our followers and fans.
Our business focuses on providing high quality equestrian products and customer service, therefore it is important that we connect with potential and existing customers at every point in their research and buying cycle. Any online business should not under estimate social media and blogging as an important marketing channel, but should also understand that to gain a decent return you need to invest time if you are going to gain any real brand or commercial benefit.
About the Author:
Nick McFarland is the managing director of HM Equestrian Limited (www.HMequestrian.com), a UK based equestrian equipment ecommerce retailer who focus on providing the best products and service for their customers. Their range includes everything from rugs for horses to stylish polo shirts and jodhpurs.