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Rebecca Caroe

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    Hi Gazzas – whether your social media drives sales or not depends on your industry and your target audience.

    For the vast majority of businesses, social media does not result in direct sales. This is because customers are not in “buying mode” when browsing social sites.

    And so here’s a quick check which you can do – share it here as well if you want more feedback.
    1 – List all the sales you made in the past month
    2 – rank them by value highest $ down to lowest
    3 – for the top 20% by value, write down against each one how the customer came to buy from you
    4 – is there a pattern?

    So for example in (3) above – you might say they came from your mailing list, they might be a previous customer, word of mouth recommendation, or walked into your shop or know a staff member.

    It may pay to do some follow up calls if you can – or to ask every January 2021 customer how they found out about you and see if the pattern develops.

    From this, you will begin to learn more about your existing customer base.

    Now, if you think this type of customer ALSO uses social and might be persuaded to buy from you via that channel, this is the time to review your marketing strategy and see if social media could bring you sales.

    NOTE that the vast majority of social “sales” come from paid advertising or retail shop listings on social sites. So you need to review your margins and your advertising budget for 2021 in your marketing strategy before deciding to launch into social media marketing in a big way. Can you afford to both hire a social media marketing expert and buy advertising on social? Or would your money be better spent on the channels you already have which bring in customers from your analysis in the steps 1-4 above.

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    Hello there
    You don’t say what your product is but one way of getting more people to follow you is to find hashtags that are relevant to your product.

    The best way is to find some competitor products on Instagram and see what hashtags they use.
    When you type in a hashtag it tells you the number of people who follow that hashtag. This is a great way for your instagram posts to show up in other people’s feeds.

    Remember to create content using video as well as still images and updating your story as well can help keep your content fresh and current.

    When picking hashtags you need a couple which are broad. These can be interest areas or types of people or industries. And then you need some narrow ones. Using #NZ or #NewZealand is a good example.

    More reading for you

    The 2020 Instagram Hashtag Guide—How to Use Them and Get Results


    and a tool to help you find good hashtags
    https://keywordtool.io/instagram

    Best wishes
    Rebecca

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    Hi Grandpa Simpson

    Echoing the experts above…. but bringing the focus more onto your website and how easy it is to use and how easy it is to find you in a search engine.

    You need a regular outbound and inbound marketing strategy.
    [background reading
    https://www.wordstream.com/outbound-marketing
    https://www.hubspot.com/inbound-marketing ]

    I did a quick test and your site scores 50 out of 100. There are a lot of simple things which could improve its find-ability.

    See here https://imgur.com/2MF6xsC

    I did a search on “collectibles diecast tractor” and you didn’t show up on the first page.

    This may sound very complex, but you can find a Manaaki expert to help you with doing these tasks.

    Tasks
    1 – Agree key words and search phrases relevant to your customers
    2 – Revise home page to include popular products, testimonials, and articles showcasing your expertise.
    3 – Find discussion groups online where collectors talk and meet (I searched for discussion collectibles diecast tractor) Join in and read what people write about. This gives you clues for point 1 above. Check out Quora, FarmToysForum.com, ToyTracktorTimes.com, YesterdaysTractors.com…. and join them all. Sign up to all their updates and newsletters.
    4 – Show your expertise by joining in discussions (BUT not being salesy….)
    5 – Re-use your discussion answers in your Facebook page and also on your site as articles / blog posts.
    6 – Add a newsletter to your website. Read all the newsletters you get sent and re-write them about YOUR product range. Email this to past customers.
    7 – Research trade shows and conferences where toy collectors visit (many will be virtual this year). Research prices for attending / showing so you can meet more people who could become customers.
    8 – Set up a weekly list of repeating tasks to do (Read forums, read newsletters, write your newsletter, write on Facebook). Keep track of what is popular and what is not. Do more of the popular things.

    That’s enough for starters…. but you get the idea of finding what toy collectors read and write and talk about,… and then doing it for yourself.

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    Here are three people who I’ve discussed app development with who may be able to help you.
    Joshua and Farley are in New Zealand, Dileep is in India.

    Joshua Crane joshua@tekrevol.com
    Dileep Bhardwaj dileepbhardwaj64@gmail.com
    Farley Farley farley@neonsurge.com

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    I fear that you have not fully understood how rental and fashion businesses work. And so I have some research suggestions.

    By studying rental businesses you can work out their business model (where are their costs and where do their revenues come from). Go to Kennards Hire and work out how they get customers to return regularly. What triggers a purchase? How do rental businesses acquire customers and how do they keep customers coming back?

    I think you can learn a lot by following and researching other clothing / fashion rental businesses.
    here are several for you to study.
    Try to answer these questions

  • who is their customer?
  • Where (else) does that customer go online?
  • On the website home page what do they want you to do?
  • What marketing tactics are they using? [join their newsletter and follow them to find out more]
  • https://www.bagborroworsteal.com/

    Home


    https://www.cocoon.club/

    Then you have a couple of things to work out
    1 – What is your business model – one off rentals or a subscription? or both
    2 – Why do people rent and not buy fashion? [motivation and brand positioning]
    3 – Where else do these people shop or hang out online? [complementary brands]

    Because as @Vishalchaddha says above, you need to know the market size first. Then you can find out how best to serve them (this affects pricing and whether subscriptions could be a good way to go), and lastly are your audience already used to renting fashion or not and if not, you have to start with education. Because they’ve never tried renting, they may not be considering it as an option when looking for a new sari.

    When looking at the Cocoon site above, I found that they are doing referral, affiliate marketing in order to get new prospects. I found this from the link I clicked on = the UTM code which shows that it was from the Sheer Luxe Newsletter in September. This information gives you clues about their marketing strategy and tactics for new customer acquisition. Could you do this too?
    cocoon.club/pages/memberships?utm_source=sheerluxe&utm_medium=paidreferral&utm_campaign=sheerluxenewsletter_sept&utm_content=dailynewsletter

    In New Zealand the place to find sites who will share affiliate links is Slice Digital
    https://slice.digital/

    Best wishes
    Rebecca Caroe

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That’s a brilliant positioning
Jewellery as Memories

I strongly recommend you do some advertising on this website
A Memory Tree

It is where everyone who dies in NZ is listed and family members can write their memories up as a tribute.

You could also offer your services to music bands for their fans – a piece of jewellery for each tour they do.
And to high school graduating classes as a gift for a student leaving school

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Support Richard’s reply above.
Is there a reason why you don’t do any non-social media marketing? e.g. email to past customers?

There may be lots of marketing techniques suitable for your business which you’re not yet aware of.

Awaiting more information.
Rebecca

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Dear Anonymous
If your clients and prospects are on LinkedIn – you should be there too.

If they are on Facebook, or Instagram, or have a stand in the local town square, or are members of the Penrose Business Association or The Dentists Association of Aotearoa, or if they read Stuff, or the Manawatu Gazette you need to be there as well.

You will find a diverse range of places to publish, do social media, hang out, create a directory listing which are ALL determined by your prospects and clients’ businesses.

If your reply is “our clients are all over the place”, then I respectfully suggest as an anonymous communications agency, your brand positioning is too broad. You won’t find any clients at all (except via referrals) if your positioning is “we serve anyone”.

I provide B2B marketing for SMEs.

From that one sentence, you will know if I am an agency who can serve you.

Try and write your own positioning in one sentence.
The web agency for travel businesses.
Public Relations for fashion and online retail.

Good luck.

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Dear Anonymous
If your clients and prospects are on LinkedIn – you should be there too.

If they are on Facebook, or Instagram, or have a stand in the local town square, or are members of the Penrose Business Association or The Dentists Association of Aotearoa, or if they read Stuff, or the Manawatu Gazette you need to be there as well.

You will find a diverse range of places to publish, do social media, hang out, create a directory listing which are ALL determined by your prospects and clients’ businesses.

If your reply is “our clients are all over the place”, then I respectfully suggest as an anonymous communications agency, your brand positioning is too broad. You won’t find any clients at all (except via referrals) if your positioning is “we serve anyone”.

I provide B2B marketing for SMEs.

From that one sentence, you will know if I am an agency who can serve you.

Try and write your own positioning in one sentence.
The web agency for travel businesses.
Public Relations for fashion and online retail.

Good luck.

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Gareth – I tried to use the contact form on your website but it is broken. My contact details are here (bottom of the page) https://creativeagencysecrets.com/about-us/

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I support everything @Annabelle says above.
Also have you set up a store on Facebook and Instagram? These can link back to your website or enable transactions through the social platform.

I recommend picking a range of products and focus on a repeatable series of social posts which explain your inspiration for each, showcase your design talent, ask the audience questions about what they like about your work and lastly, try and sell the product itself.

Get your existing audience interested and engaged in your creative method first as this will make it easier to follow Annabelle’s advertising route later – you will know the “type” of person who makes a good customer.

You don’t say if you also have a newsletter but I strongly recommend this – you can then use similar messaging direct by email without having to pay to reach your audience.

Sign up to a few fashion retailers’ email newsletter and watch the frequency that they send out and what they say in each – Rose and Thorne is a good example. And start to copy their techniques.

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Gareth – Sounds like you have a great nascent business.

I have followed another tool business (From Wanaka) for years and I’m friendly with the owner – The Slammer Tool. They started just like you – one tool for taking out wood stumps and bamboo. Now they have 2 products and sell via Mitre10 and big retailers in USA.

They started with two sales channels – online on their website and via independent shops where the owner and staff could recommend good tools to customers. I suggest you do the same to begin with.

Ways to grow your tool sales are legion, but I suggest you start with two – find a local hardware store who will stock your products. Do they sell? Who buys them? Are they price-competitive?

If they do well in one store, find other independent stores who might stock your gear.

Then approach each one in turn. You are the engineer and I bet you are super-enthusiastic explaining what you can do with your tools. So make some videos of you using the tools, talking about the design innovations, how you changed the designs over time.

Take these videos to Trade shows and to the lifestyle block media (magazines, website, podcasters) and approach them asking if they’d like to interview you to talk about why you developed the tools.

The rest of the tactical marketing I can coach you through. My method is similar to this suggested in another Manaaki forum answer. Basically we’d speak for 30 minutes a week and agree 3 things to do for marketing that week. I can guide you towards doing good work – and you shortcut your learning.

I need help with increasing traffic through my online store on my website. sasharougemiel.comI would like to add to more products but if there is  no interest on what I’ve already put up, then I’m unsure if I should proceed further. I would be also interested to find out if I would qualify for any grants as I’d like to design more products. 

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Morning, Sasha

So you ask two questions
1 – Gaining traffic to the website
2 – Having products people want to buy

Let’s deal with number 2 first. Your three products are a book and some note cards.
I am going to be very direct here – I want you to be able to find out if there is a revenue stream possible from your products and website. So I write in kindness, and I ask hard questions.

1 – Who is your website for (age, sex, life issues faced)? This is not clear.
2 – Why would they buy a book? What will it teach them?
3 – Why would they also buy notecards? I see no connection between these products

If your #1 product is the book – you need to target it to your audience. The description says what the book is but not why I need to buy it… Nor who I should gift it to or what they’ll get out of it.
Are there testimonials from readers you can add? Why should I spend $9.99 with you versus another author?

And so to answer question one, You need your product set to have coherence – they sit together logically. A website that sells milk and lollies doesn’t work because few people just buy those two things together.
Your website is about YOU, Sacha – so everything needs to support your brand as an author, as a leader, as a life guide, as an artist.

Go and find websites for your favourite authors. Analyse them.
What are their websites like? What products do they sell?
Search for “Authors similar to….” on Goodreads. Find authors you don’t know and do the same analysis. You are trying to work out who their readers are and to answer the questions 1-3 above (Who is your website for etc). Write all this down in a spreadsheet so you can compare them. Then ask a friend to check your work and see if they agree.
Do the same for illustrator and artist websites – because you are also an artist.

NEW PRODUCT IDEAS
When you know your audience – re-write your website to write it answering those questions. Your publisher has a nicer description of your book on their website – copy that.

Can you build other products which are related to your book which allow the customer to step up a “ladder” of purchases? So they buy one thing and it’s obvious what the next thing they should buy is.

Is there a teachers guide which you can sell so a classroom could study the book?
Can I buy a book as a gift and get a card signed by you to go to the giftee?
Can a book club buy a personal appearance from you to discuss the book with them?
Are there Book Club cheat sheets for discussion which you can sell?
Can you bundle the book so folks can bulk purchase 5 copies at once?
Can I buy a one on one 30 minute question and answer time with you to get help for my problems?
Can I commission my own personal drawing?
Why don’t you sell the original pictures you put on Instagram? Start pricing them at $5 – 15 and see if you can sell them online.

QUESTION ONE
Getting more people to your website – you need to get more people to know your name. I don’t recommend paying to advertise. BUT I do have some marketing tactics you can use right now.
– Watermark your website URL onto all your Instagram posts and every illustration
– Why are your instagram hashtags all about illustration and art and not about life philosophy and authors? Why isn’t #ExperiementerMindset in your hashtag list? And you should also reply to ALL the comments you get…. engage with your fans.
– Approach book clubs to buy your book
– Approach journalists who write in magazines and websites which you admire and which address the reader you identify with who also wants to have an experiementer mindset
– Offer the book as a Christmas gift suggestion to magazines and websites
– Approach podcasters and YouTubers (Robett Hollis is a good one) and ask to guest on their show. Have a link to the book as part of their publicity – give a discount code – offer books as a prize draw for listeners.
– Ask Stuff or The Spinoff if you can do a weekly image on their website with a link to your Instagram feed. You will need to pitch this idea carefully
– Why isn’t every Instagram image on your blog as well and your Facebook?

There is a lot more that I can teach you – but this is more than enough for you to get started.

Good luck…. And come back to @Manaak and tell us how you do.

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And to add in more – focus on a niche. A tiny part of the world who are deeply interested in your ONE thing. Yes, ONE…

Then find where people who are interested in that hang out.
e.g. Tesla fans
Maori All black fans
People who knit
People with 3 year old girl children

And so when you can find groups, websites, forums where these people gather. Then you can use your content creation, SEO and social media profiles to engage with those audiences….. After that, some of them will visit your website and maybe join your mailing list or buy.

So where to start?
First do the research into
1 – who is your audience?
2 – where do they hang out?

Then write the answers back here… and the @Manaaki team will tell you the next thing to do. (Or I will!)