I'm looking for new ways to market our product, a web based software targeted primarily at spas, hair & beauty salons (and could be used by dentists or other small appointment-based businesses) in the United Kingdom.
Currently we're running search ads on Google and Yahoo, but their financial performance is quite poor (to get $1 of monthly revenue you need to put $5-7 into ads). We're also doing some online promotion in industry/community forums, but with this method click volume is quite low.
Please share your experiences you have in the similar situation.
Forget analytics and online advertising for your main market. The people you need to reach may be worrying about the problems you're solving, but they're not in general sitting browsing the web.
Reaching out to them means
Salons watch their competitors closely. If your system helps you improve no-shows it will market itself.
There's lots I like about your website, but it strikes me that it goes too quickly from good, simple stuff to a mound of features.
From my knowledge of this market in the UK, your competition is
I'd suggest that you need to target salons in both categories. (1) is greenfield, but may be very tech-averse, (2) by definition has tech exposure, probably is frustrated by the poor online support, but is already invested in an alternative.
You'll learn how to navigate these issues face-to-face. And you'll find what non-problems you may be giving prominence, what headaches you're not addressing and what language works best to describe, for instance, how texting customers with appointment reminders turns out to be strongly positive for the bottom-line of both the specialist and the salon. That 'both' is very important, as both the salon and the stylist are usually directly involved in the commercial outcomes.
Just because your are a web business doesn't limit you to marketing on the web.
Finding a list of UK salons would be very simple to do.
Buy a database, build an aggressive sales strategy and market in traditional methods.
3. Visit in person
4. Trade shows
5. Ask your existing clients for referrals.
@amy is right about knowing your competitors,
Knowing who you are up against is a great way to handle objections.
Dedicate a good amount of time studying your competition. Run some analytics on their sites to find out where they're advertising. It will produce some very solid results which you can then use for a new campaign. Make sure you have a few great banner ads. Get them professionally done, if necessary.
First of all, it's a very good thing you precisely quantified the cost to acquire customers; that's the baseline to measure future performance.
There are several things you can try
Keep trying! The website looks awesome.