How to attract more customers to your physical premisis and get them to #shoplocal
Covid19 has seen many retail business’s shut and others struggle to bring in customers. I wanted to put together a quick free training to help business attract more customers FOR FREE by leveraging their Google Business Listings.
P.S. This is also a great hack for improving your local SEO.
Hey Lucy here, I have just thrown together a video talk talk about a really common mistake I see with businesses who are starting out with online marketing.
Watch this video to make sure you avoid this crucial online marketing mistake.
Hi, Lucy Ross here with another online marketing update. Today I am going to talk you through the biggest mistake most businesses make when they are starting out with online marketing.
And it is actually crucial if you want to measure if you actually get a return on investment when you spending money on things like Google Adwords, S.E.O or perhaps paying for banner advertising, facebook advertising, and social media marketing.
So what we are actually talking about today is the fact that you need to build a measurement plan.
If you are spending money on online marketing you need to know how you are going to measure the results.
What would a favorable end result look like – What do we want them to do on our website?
How would I measure that?
HOMEWORK: What you need to do is sit down and think about what a positive result would look like and then the different ways you could measure that.
Do you want someone to make a purchase on an e-commerce website?
Are you wanting them to ring up and make a booking (restaurants, physios, doctors, Dentists)
What are the key performance indicators that tell you that the money that you are spending on marketing is actually resulting in sales
All this is going to tell if the money you have been investing in marketing campaigns has worked or not.
What kinds of things can you measure online?
Well, the cool thing about online marketing in relation to old school marketing is that you can track almost anything.
How many sales
How many contact forms were filled in
If someone downloaded a menu, coupon or p.d.f.
If they spend X minutes on a page (this tells you if they are actually sticking around to read your content).
And if they signed up to your newsletter.
You will need to think about what is important to your business
What kind of things would you like to track in google analytics? This could be things like
What people looked at on your website,
How long they stayed on that page
If they abandoned the shopping cart or perhaps abandoned one of your sales processes half way. e.g. Maybe they read they reach the sales page but they did not get to the thank you page that comes up after they put their email details in or their credit card details and made a purchase.
How do you create a measurement plan?
Basically, you need to sit down with a pen and paper and map out the points we just covered and map out what a positive result would look like and incorporate that into your analytics tracking.
You can also build dash boards into google analytics
Analytics goal tracking or e-commerce tracking
Adwords conversion tracking
Need some help?
If you need any help with this we offer an analytics training product and we can also tie that into google AdWords Training. This is Lucy Ross from EcommerceMarketing.co.nz with another online marketing update – catch you next time.
Ever wondered how much you can afford to spend on your marketing and still make money? Do you struggle to set a marketing budget? Confused about how to measure the effectiveness of your marketing?
The key to digital marketing and creating a predictable lead and sales generating system is knowing your money metrics. When you have a measurement plan and you know your money metrics, you can easily measure if you put $1000 into marketing exactly how much you get out of your marketing machine at the other end. The idea is to make sure if you put $1 into marketing you always get $3, 5, 10, 20x more out at the other end.
Lucy Ross – Director at EcommerceMarketing.co.nz with an online marketing update video about your customer life cycle, what it is, how to calculate it and how to know if your marketing is working.
How much is a new customer worth to your business?
We all know the old saying goes you have to spend money to make money. But when I speak to people about their marketing budget it is amazing to see how many people do not know how much they can afford to spend to acquire a new customer. As a business owner it is important to think beyond the first sale… and start to think about your customer life cycle. How long do your customers stay with your business?
What is the customer life cycle? – This is basically the length of time a customer will stay with your company and keep returning to spend money.
How do I track a customer life cycle? – Depending on your business model there are different ways of doing this, the most common would be:
Look at past appointments by customers e.g. Hair Dressers, Spas, Chiropractors, Physios, Doctors, Lawyers.
Set up customer clubs and in store promotions so people scan each time they buy e.g. Pharmacies, Retail Stores,
Supermarkets (like the One Card), Farmers card, customer clubs, reward cards.
Two really cool examples here in New Zealand would be:
The Countdown One Card – You swipe that card and they track what you are buying, the things you like, how often you come, how long you have been using the one card for and that gives them some really great data to market to you with.
The Farmers Club Card – They do a similar job where they will send you promotions based on purchase history and they know how long you have been using their farmers club card.
By tracking a customer against their purchase history you can start to build statistics about the frequency with which people return to your business.
How often do they shop with you?
How much do they spend?
How Long do they stay with your business?
So here is an example of what I mean….
Lets say you sell Chiropractic Services. You charge your customer on average $65 for an appointment. Let’s say you spend $2000 on a marketing campaign (online or offline).How many customers does that advertisement have to bring you in order for you to break even? $2000 divided by $65 = 31 Single bookings to cover costs.
If the average customer generally stays with you for X time and books an appointment at X frequency that customer is actually worth the following….
Stays 3 months and books every week = $838 (3 customers to cover this cost)
Stays 1 year and books every 1 months = $780 (You need 3 customers to cover costs)
Stays 3 years and books every month = $2340 (you would need one new customer to cover costs)
Stays 10 years and books 6 times a year = $3900 (You would more than cover costs with this one customer)
So the question really is… What is a new customer worth to you?
You would worth this out by looking at the following:
How much do they spend on average?
How often do they return?
How long do they stay with your business?
how many customers you will need to make a profit rather than just cover costs.
What are your overheads
How much margin will you make off each sale
How much margin will you make over the customer life cycle?
This will give you an idea of how much you can afford to spend to acquire that new customer taking into account your overheads.
That is our online marketing tip on how to calculate your customer life cycle for this week. Really Important when you are considering any business marketing online or offline so you can figure out how much you can afford to spend to get those new customers.
This will really help you make marketing decisions about what success looks like when you finish that campaign.
What did you think of this article?
We would love to hear your feedback, let us know what you thought of the video and if you want us to make more or answer any questions you may have using the comment box below
Want to find out where the holes are with your current marketing and hatch a plan to grow your business?
Let’s get together for a digital marketing audit to find out what you have, what you do not have and what you need to explode sales and get more return on investment from your marketing.
Courses, Mentors and Books have been telling you for years that Customer Retention is key and that getting repeat customers is MUCH cheaper then acquiring new ones.
As a business owner it can be really stressfull as you see the costs of advertising growing everyday.
You will have tried marketing funnels, s.e.o, content marketing, google adwords, facebook ads, social media posts, content marketing, remarketing and all the rest…
As the cost of traffic growing as more and more businesses go online you need an actionable strategy to drive sales and profits up… and make your marketing an investment NOT an expense.
So how do we do that?
One of the cheapest ways to increase your sales is to encourage repeat purchases.
For this, you need a customer retention strategy to reactivate first time and existing customers.
This is considerably cheaper than paying to acquire new ones each time you want to make a sale.
Lets say you are spending $10 to acquire a sale on adwords. If you can get that customer to repeat purchase than it is only costing you $10 / 2 = $5 per sale. If you can get them to buy from you four times that is $2.5 per sale… and well you get the idea.
By extending the customer life cycle you can greater ROI from advertising.
Conversion Tip – Create a Customer Retention Strategy and try different retention tactics to encourage repeat purchases.
6 Customer Retention tactics you could try to increase ROI from marketing and grow sales:
There are loads of things you could be doing to reactivate your existing customers. Here are six customer retention tactics you could use to keep your customers coming back again and again.
Emailing a coupon to be used on their second purchase.
Asking for their email so we can email them in future.
Getting them on our social media platforms (facebook, instagram, pinterest, youtube, google+, Twitter etc).
Killer after sales emails to build the relationship.
A coupon for a cross sells packed inside their order.
Product based email sequences based on other items they might like.
These are just a few of the lower costs tactics you could try.
Over to you… I would love to connect and hear more about your business. Please drop me a line below and let me know “What customer retention tactics are you using in your business?” Or “Which one do you think would work best for you.” And please feel free to help share this article with friends of co-workers and help us spread the word. Ok GO…
Whether you are… building a website from scratch, Having your old website redesigned, or switching to a new platform. There are crucial elements your eCommerce website needs to have to thrive online.
The e-commerce world moves fast, and with it, the technology changes, do you need a platform that is being constantly improved and updated to stay competitive.
This is why we have put together our eCommerce Website Build Checklist to arm you with the knowledge you need to choose an eCommerce platform and design that lets your business thrive online.
Things to look out for when commissioning a new website
All form no function
If you are not living and breathing eCommerce web development every day – it can be hard to get your head around what you actually need when you commission a new website to be built.
Make sure you have everything you need before you make the switch.
I see this happen every day. An eCommerce business gets their website redesigned – they have meetings, agree on functionality, and the price goes up… and up… and up… so they shave off functionality to save pennies – and end out missing on some fundamental elements that turn website traffic into customers. Then end up spending thousands on the new functionality.
Choose a platform that makes it easy to make changes.
Whenever Google changes the maths in their search engine or rolls out new functionality, you want to be using a platform that lets you easily turn on new functionality and make changes to your website.
Be a step ahead of your competition
Make sure you maintain your traffic
Stay on top of online marketing and conversion trends so you can scale your business and growth profits.
It is because of this we like using bigger eCommerce platforms that update their technology often: So that rather than having to pay to rebuild a whole new website every time something changes (which could cost thousands of dollars ever few years)… All you have to do is install a plugin or turn on the new functionality.
We build Conversion Optimised eCommerce websites on Shopify Platform
You pay month by month
Because they have so many customers they spread the cross of updates across all of them meaning you only pay a small amount for technology updates… rather than having to build a whole new site.
There are a number of free templates
This means you get can start with something simple, try new templates for $100-200 rather than paying a designer to start from scratch.
They are easy to use.
Everyday people can add Pages, categories & products. This means you save on asking the developer everytime you want to add a page.
Built to work with Google tools
Adding eCommerce tracking is a breeze – there is no custom coding – so all your sales and transaction data gets read into google analytics so you have all the information you need to make marketing decisions.
What Platform are you using? We would love to know how your website stacks up on the checklist. What platform are you using? or thinking about using? Be sure to leave us a comment below so we know you stopped by. Need help scaling your eCommerce Building? Learn more about our done for you eCommerce services here…
[callout title=”Organise a quick chat” link=”https://www.ecommercemarketing.co.nz/business-scalability-audit/”]Because we don’t know each other yet, and you probably have questions. We have designed a quick 9-minute chat, so we can get to know you better, answer your questions and help you get clear on exactly what needs to change to grow your business.[/callout]