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David Kelly

Forum Replies Created

  • There are three ways that marketing automation can help you with your online store:

    1. By automating what you offer customers and prospects at different stages of your marketing funnel,
    2. By automating the initial stages of customer service via chatbots before handing off to a human.
    3. By automating the synchronization of your data with various platforms, reporting tools and ecommerce channels.

    Marketing Automation is something that enables effective businesses to become more effective. It’s a sales multiplier. If your struggling with low sales volumes you should focus on generating more traffic before implementing too many marketing automation solutions.

    I recommend the following as a good starting point for an online store:

    Integrate your eCommerce store with Google Merchant Center and Facebook Catalogue. This allows you to run Google shopping, Facebook Store and Dynamic remarketing across each platform. Any changes to your store inventory will automatically update your ads.

    Trigger a 3 step abandoned cart emails series to get people to complete their purchase.

    Use a chatbot to answer customer enquiries and guide them in the right direction for advice.

    Set up an automated customer welcome emails series. You can even use the link tracking to work out what types of content your customers are interested in based on what they click.

    Automate the import of customer data into facebook. Use this list to create a facebook lookalike audience. You can also use this list to exclude current customers from receiving your advertising.

    You can start out with the basics and overtime you can evolve and add additional layers and sophistication.

    Kia ora Tracey,

    Subscriptions boxes are pretty hot worldwide, and especially during the current turbulent economic climate people are putting a lot more faith in reliable delivered food services too.

    Since you’re asking “I would like to know how I can turn all the people who love the concept of Grandad’s Beef, (supporting it on social media etc) into actual consumers who will sign onto a subscription meat box” I will assume that you’re asking about going the step beyond the PledgeMe page.

    There are a few things that I think would give the scalable impact effectively, split into two key areas:

    **Remarketing to your existing audience**

    I can see that you have some traction on Pledgeme but the real question is how many people in your audience are you able to retarget. For how many email addresses have you captured?

    Collecting email address and creating an email marketing campaign with your launch offer would be good to do.

    However, for something that’s more scalable (to achieve your 1,000+ boxes relatively quickly!) I believe Facebook advertising would be a good platform for marketing your type of subscription service.

    I see you’ve almost got 1,000 Facebook likes. I would suggest a Facebook ad campaign to retarget not only the people who like your page but also:
    – your email list (you can upload this to Facebook to remarket to them on Facebook)
    – lookalike audiences (Facebook can find many more people with very similar interests and demographics to the people on your existing audiences mentioned above).

    This article/case study talks more about the very subject for another subscription box company: https://adespresso.com/blog/facebook-ads-case-study-subscription-box/

    **Landing Page **

    It looks like you’ve got some great content on your website and PledgeMe page ~ Videos, media and story are a lot more than what most small businesses have.

    However, before you start doing a launch marketing campaign) I’d highly advise working on your website landing page.

    The landing page is fundamental for any business where you expect new customers to come from online channels. A few key things to consider:
    There’s no clear offer – As Grant pointed out ~ what is the product?
    You should have a strong Call-To-Action – I struggled to find out where to go next – what do you want me to do? This should be immediately obvious at every stage of the user journey
    Capture email addresses – This would be best done with a request to sign up for some sort of discount or competition perhaps – ideally triggered when a user tries to leave the website. You can set up one of these with a free email marketing tool such as MailChimp or Klaviyo.

    All the best!
    David

    Kia ora queenjackie19

    This is a very broad topic and without you actual site detail the advice I can give will have to be very general. There are heaps of techniques and digital marketing strategies you can implement in order to boost online sales for your website. Below are some ideas.

    Create a web design that conveys your brand message in a clear, direct and persuasive way. Your website should be clear in communicating your differentiation and setting the appropriate expectation. Great website messaging can help you more effectively engage your target customers.

    Ensure your website is not only search engine optimized, but also mobile responsive.
    Nearly 60% of online searches now come from mobile devices. And because of this, mobile responsiveness has become a key element in web design. With mobile’s increasing role in the buyer decision process, it is essential for your website to be mobile-friendly so that prospects can browse and find information whether they’re using a phone, tablet, notebook or desktop.

    Present your product or service in an attractive way. Make sure the design of your site is attractive, responsive, clean and that the images of your product or service look amazing. It’s absolutely vital that the copy on your site must strategically create interest, curiosity and desire if your prospects are going to buy your product or hire you.

    Make it easy to convert your visitors’ interest into sales. Your website should have a clear conversion pathway. This means that your site provides your visitors with appropriate call to action buttons and information that leads them closer to a sale.

    Trust & credibility. Make you visitors feel as secure as if they were buying something from a well-known store, where they know that there are return policies if the product doesn’t perform as it should, and where they know that their payment information is going to be protected, etc. You can help them trust you by including testimonials or positive reviews from previous customers, providing guarantees and adding certificates or security seals to your website.

    Kia ora TPP

    One of the best ways I know to extend your marketing dollars is to enter into joint ventures (JV’s) with other businesses. Assuming you are maximising your reach in Facebook and you have in place a system for reselling your own subscribers and reducing churn – the next place you should look to maximise profits is JVs.

    For your business, you would work a deal with other businesses to leverage their customer database, then pay them a portion of each sale. You should look for companies that can reach a similar customer base of 35-65 year old females. Not only do you get access to a list of customers it would take you years to build, you get to “piggyback” on the relationship that JV partner has created with that list.

    Once you have an agreement in place, the business would promote your offer to their database. Make the offer something special for their email list such as subscribe for one month and get one month free, free samples (if the customer pays shipping) or any other bonus you think is valuable. The strategy here is to get new customers so make the offer irresistible. You can afford to break-even on the first month as customers will keep returning month after month.

    If a business endorsed your offer to their email list of say, 20,000 people, and 1% took up the offer for the “plant it box offer”, you will have made 200 new customers and $6,000 revenue. You could offer the entire $6,000 to your JV partner knowing that the following month that $6,000 in revenue will be recurring.

    JVs are easy to set up. They can be as simple as short phone conversation and the signing of a two-page document.

    In regards to the second part of your question, Facebook is the right channel for this type of product. A large segment of your target audience – at least 60% – will not be searching Google for “seedlings”, but they would be interested should the offer be presented to them via their Facebook feed.

    You should consider a combination of both Facebook and Google Search so as to cover the full customer journey from brand awareness to completing a transaction.

    I’d be interested to hear more about your Facebook strategy. I can see your posting to your Facebook business page but you are not running ads.

    Your welcome Anna! 🙂

    Kia ora Anna,

    Just to confirm, I’m reviewing the Google Slides presentation for what looks like a website plan, rather than what I’d call a design.

    It’s great to see that you’ve put together a detailed plan for your website. The vast majority of people we see do not have have a fraction of this prepared.  You have done really well!

    Generally, it looks good. Here are a few additional thoughts:

    * It’s good that you’ve put together an explainer video. In addition to the video, I think it always important to have a very short, punchy and informative ”unique value proposition’ as the first thing the customer sees on the homepage. This is just one sentence that sums up your what you do and why this is important for the customer. This could sit next to your video and/or should be incorporated into the video thumbnail etc.

    * You’ve listed ‘dropdowns’ on the homepage. That’s fine if you’re meaning that for the main menu. But in addition to this you should add content for several things on the homepage, each of them short and to the point:
    * * the key benefits – (These should not be features or what you do), it’s far more effective if you highlight the benefits to your customer’s or their children’s life.
    * * Use the homepage as a ‘hub’ with imagery and content to direct people to the most important content throughout the site.

    * Don’t forget to include trust points and social proof, throughout the site, especially on the homepage e.g. testimonials, awards, recognised partners, accreditations, case studies etc.

    * For key pages, put together the content first (all the text and images if possible), then design around the content. As long as you provide good content, the layout and design of the page should be pretty straight forward from there for any good website designer.

    Cheers – D

    Kia ora Anna,

    Would be happy to review your website design. Let me know where I might be able to view it.

    Ngā mihi – D

    Kia ora TLC Civil,

    There is are many different options available in the market for getting a website built. I will summarise them below.

     

    ***The DIY option***
    You can go and sign up for a DIY website and build a website yourself. The most common options are Squarespace (https://www.squarespace.com/), Wix (https://www.wix.com/), Weebly (https://www.weebly.com/) and Rocketspark (https://www.rocketspark.com/nz/). If you want a full-blown ecommerce site then Shopify (https://shopify.co.nz) is a common option.

     

    ***The GEM option***
    In March 2020, we (Zeald) launched an initiative called the Get Ecommerce Movement (GEM). The purpose of GEM is to help accelerate the digital transformation of NZ businesses and the NZ economy by encouraging NZ businesses to go online. We do this by derisking the process of getting a website by building and setting up a website for a business for free. There is no setup costs and no monthly hosting costs for 12 months. The only cost is a 2% success fee if the business is successful trading online. You can find out more about what GEM offers on our website at https://www.zeald.com/free-ecommerce-websites/ and if you have any question then you are welcome to reach out directly to us.

     

    ***The Professional, Paid Approach***
    When choosing a website platform it is important to consider what you might like to do in the future. If for example, you wanted to provide online training courses at some point, then you would need to pick a website technology that supports that as an add-on or can be easily customised to your specific requirements.

    If you are considering anything like this now or in the future it would be preferable to work with a professional. The benefit of this approach is that the professional will analyse your requirements and provide recommendations about the most cost-effective ways to meet your requirements based on their experience. They will then design and build a website that is tailored to your specific requirements now and in the future.

    There is a wide range of professionals who can help you with this. We are one option but there are also many others.

    It might be a good idea for you to have a Strategy Session with a digital specialist to help you navigate your next steps. If you would like a free Digital Strategy Session please let us know at http://www.zeald.com. You can also search on Google for ‘website designer’ or ‘website developer’ for a range of other providers.

    Kia ora Good Sport,

    Marketing on a budget can certainly be a challenge! Here are my thoughts for your situation.

     

    **Influencers**

    Maree made a great point about targeting influencers. Particularly on Instagram and YouTube.

    Influencers often are incentivised by payouts to promote your product, but small-time influencers don’t cost much (from $50-200 per shoutout) and some of them will promote a product for free samples alone.

    If you don’t like the idea of researching and finding influencers yourself, you can use a tool like https://izea.com/.

     

    **Content & Social**

    I can see that you have a fair amount of blog content on your website (I’m assuming http://www.wearegoodsport.com/ is your website) and post a lot on Facebook. Facebook can be very profitable for products like yours but to accelerate progress on FB you really need a budget for a FB ad campaign. So your efforts could be spent elsewhere until you can put together a budget for a Facebook ad campaign.

    Since you seem to put a lot of effort into content, search engine optimising your product pages and blogs could be beneficial but would be a slow-burn before you see results. The key thing to focus on is trying to find out what all the keywords and questions the public are asking Google and incorporating those into your content. If you can answer those where others don’t then you can get a lot more search traffic. A great resource for finding those questions out is https://answerthepublic.com/

     

    **Website**

    One important thing is that if you’re planning to have your website as the main source of revenue; it could do with some improvement. It appears to be a WooCommerce website utilising a very basic template. I understand that you may not be able to afford to pay for professional help at the moment, but it would be worthwhile investing a small amount in a better premium WooCommerce template. You can turn your website into something a lot more professional with a theme for under $80 and a bit of elbow grease (there’s a huge range at https://themeforest.net/category/wordpress/ecommerce/woocommerce).

    Otherwise, you’ll be spending a lot of time, effort and/or money on driving people to a website that doesn’t convert.

     

    I hope that helps!

    Kia ora Chef,

    I think you’re thinking along the right lines and it’s great to see your willingness to adopt change in an industry as impacted as yours is.

    Our mantra is about embracing transformation, getting online and changing how you do things, to survive and thrive, so we understand where you’re coming from.

     

    **Platform**

    Many people are simply building an e-commerce store, but being able to intertwine valuable content could differentiate you in a powerful way in the marketplace. It’s surprising that often even megabrands fall short on achieving this.

    I believe the success of what you’re trying to achieve will primarily be done based on your content and it’s surrounding marketing strategy. However, to support that content it’s vital to pick a good flexible website platform that can support that strategy.

    All of the key areas you mentioned (blogging, recipes, e-books, entertainment, cooking classes, VIP) would necessitate a highly flexible content-based CMS. We have good experience across a range of platforms, so are well-positioned to judge the pros and cons of each.

    Magento and Shopify are very eCommerce focused and whilst very powerful, adapting them to such flexible content requirements will be more challenging (and expensive).

    Our own ecommerce platform Zest would be able to do what you ask. But, without doing a deeper analysis, my initial sense is that WordPress/WooCommerce could be the best choice overall since:

    – At its heart, it is a content-based CMS and has some of the most powerful but easy to use publishing features. This will let you achieve beautifully designed layouts with an easy navigational architecture.

    – WooCommerce is the most popular e-commerce platform in the world so it pretty reliable.

    – Flexible – it can be completely customised to do just about anything but fairly cost-effectively.

    – Integration – if a platform doesn’t have a premade integration with WooCommerce then if likely doesn’t integration with others.

     

    **Social Media Integration**

    Adding social media to your website is super simple regardless of what platform you’re on. But again if you’re looking for more advanced integrations e.g. with the Facebook marketing/ad platforms then WooCommerce is great too.

     

    **CRM**

    If you’re serious about a top-flight CRM, this would necessitate a far bigger discussion as the best choice here is very dependent on your specific business requirements and your budget.

    However, if you want a powerful but cost-effective solution for maximising engagement and ROI then Klaviyo is arguably the most powerful eCommerce email marketing and CRM platform at the medium enterprise level. Open-source platforms, again such as WooCommerce, have the best integration with this (and other similar Email or CRM software).

     

    I hope that helps!

    Hi

    As with any B2B businesses, there are plenty of marketing channels that you could apply your marketing efforts towards.

    However, since you’re in the B2B training field, then perhaps one of the best ways of getting exposure and leads with COLD traffic would be to build an online presence around training materials and content. Particularly if you’re in a specialist niche where your type of content isn’t very saturated online (it sounds like that’s the case!), then the medium-to-long-term rewards of such a strategy implemented correctly could put you head and shoulders above your competition.

    As I assume you’re already the experts in what you teach, I’d imagine that creating high-quality content around your subject-matter should be a lot easier than for most businesses.

    The content would be used as a foundation of all your marketing activities such as:

    SEO – High-quality content (especially if coordinated with good content and SEO strategy) can yield great results at bringing your website to the top of search engines, particularly if you’re in a specialist niche.

    Social Media – Every piece of content can be shared and promoted on social media to build brand awareness – LinkedIn can be powerful for B2B

    Funnel Marketing – The content would act as top-of-funnel brand awareness, but it’s important to leverage a good lead generation process e.g. to capture emails and remarketing those interested customers at a later date.

    To achieve the above it’s important to put in place a good foundation. The website should be built on a platform that can support a flexible content architecture that will grow over time and importantly you’d want this to integrate with a good CRM or email marketing tool.