Digital Marketing Consultant | Craig Wilson - Part 7

NEW STUDY: Higher growth for small businesses who embrace e-commerce

In 2012 its amazing to still learn that many businesses are yet to embrace online as part of their marketing and sales strategy. A recent survey by Hunter Valley Research Foundation revealed that many Hunter businesses are not embracing the digital economy with rates of taking orders via the internet remaining very low and 42.7% of businesses having no website.

Contrast those statistics with a new survey report released today by American Express showing those who have embraced e-commerce are 33 per cent more likely to have reported a profit increase in the 2011-12 financial year.

Here is the full media release. I have highlighted significant points.


Company website and Facebook page top marketing channels

One in three small businesses have made their products available for purchase online and those that have are reaping the benefits, according to a nationwide survey.

Commissioned by American Express among more than 1000 Australian small business owners, the survey shows that those who have embraced e-commerce are 33 per cent more likely to have reported a profit increase in the 2011-12 financial year.

Those small businesses who have introduced e-sales say it accounts for almost half (45 per cent) of their revenue and the majority (55 per cent) predict an increase in this type of trade in the next 12 months.

“Small business owners who have incorporated e-commerce into their business are seeing it as a worthwhile investment and appear confident of its long-term benefits. This comes at a time when having an online presence is becoming more and more important for small businesses. In fact, Australian business owners cite company websites and Facebook pages as the most effective marketing channels,” said Amelia Zaina, Head of Marketing and Customer Engagement, Small Business Services at American Express.

Social media drives revenue growth

The American Express survey also found that social media has helped almost one quarter (23 per cent) of small business owners to grow their business – and those that attribute business growth to social media are more likely to have reported an increased profit in 2011-12 (57 per cent) than those who don’t (35 per cent).

Small business operators who use social media believe it has helped them grow their business in several ways, including:

  • Sourcing new customers (54 per cent);
  • Raising brand awareness (51 per cent); and
  • Generating new sales (40 per cent).

“These findings support the notion that small businesses who have gone online and are using social media, are seeing comparatively stronger revenue growth” Zaina said.

“While different channels work better for different industries, both e-commerce and social media can be innovative and affordable. Businesses can benefit in many ways to offset the impact of tough economic times on their business.”

Non-embracers reluctant to introduce e-sales

Despite the success of e-commerce, those who have not established an e-sales strategy are reluctant to do so, with only 12 per cent planning to sell their products and services online in the next 12 months. An even smaller number of small business owners (9 per cent) consider e-commerce necessary for future-proofing their business.

This reluctance can partly be explained by the significant proportion of respondents (40 per cent) who don’t find e-commerce relevant to their business – a view most prevalent among those in construction, finance, insurance and health and community services.

“Some small business owners also say they are not sure how to approach adopting e-commerce with their main concerns surrounding difficulties in setting up the payment platform and customer privacy issues. Seeking out information and advice on how to do this could potentially benefit their business and allay any concerns they may have,” said Zaina.

“Fortunately for small business owners, the internet offers limitless opportunities so even those who feel e-commerce isn’t right for them can make use of the online opportunities offered by social media to promote their products and grow their business.

Using Curated Commerce to Grow your Brand

With thousands of ecommerce websites filling every niche interest under the sun, it’s difficult for website owners to stand out from the crowd. It’s also difficult for consumers to sift through all of the online clutter to find the products that best match their personal style and interests.

A solution to both of these problems has arisen organically over the past couple of years in the form of curated commerce. Sites like Pinterest use a combination of social networking and editorial layouts to create crowd-sourced collections of lifestyle, fashion, and other niche market products.

Pinterest has already become an extremely effective marketing tool for ecommerce business owners. According to a survey conducted by the shopping cart software giant Shopify, consumers arriving at Shopify stores via Pinterest were 10% more likely to make a purchase than those who arrived via other social networking sites. Referral traffic from Pinterest matched traffic from Twitter, and Pinterest has quickly become the third most popular social networking site on the web today. This makes it a potentially valuable tool for online retailers, who can set up their own profiles and interact with consumers to boost the chances of products appearing in Pinterest-curated collections.

Other top user-curated sites include Polyvore and Svpply, which allow users to mix and match their favourite products into stylish collections. There’s nothing trendy consumers enjoy more than trying their hand at becoming stylists, which is partially why these fashion sites have boomed in popularity. In addition to user-curated sites, the world of curated commerce also includes professionally-curated collections. JewelMint is a website run by Cher Coulter, a professional stylist, and Kate Bosworth, an actress noted for her sense of fashion. They send out personalized collections of jewellery according to subscriber preferences, laid out in a slick magazine-style format.

Online retailers are sitting on a potential goldmine if they are able to crack these curated collections, which reach a wide audience of internet-savvy consumers. One potential problem for established brand names is that these collections tend to be based on unique, quirky, or new products that aren’t advertised elsewhere. Consumers turn to sites like Polyvore and Pinterest to discover something new, not to see bland advertisements from big-box retailers. To break through this barrier and harness the power of curated commerce to promote a website, it’s necessary to stay on top of trends by getting involved with these curated websites.

Most ecommerce website owners already have a Facebook and Twitter account. Joining Pinterest, Polyvore, and other sites of this nature can help retailers reach out to consumers in a different way, by sharing interests and highlighting products that have influenced the brand’s aesthetic. It’s key to walk the fine line between sharing and spamming when curating your own collections; or the collection will ring false with viewers.

Another potential benefit of curated collections is that they allow business owners to see how their customers view and use their products. Searching for your brand on a curated website can allow you to see how your customers style your items in their own collections, and which other brands or products they pair yours with. This could help you define your marketing efforts more effectively, using the visual appeal and aesthetic that appeals to your real-life consumers.

It takes a little bit of effort and imagination to start using curated commerce effectively. There’s a playful edge to curated websites, and retailers that successfully use a combination of style and originality in their own collections will reap the most benefits.

Online education myths and facts

The education sector is another example of an industry that is beginning to be interrupted by technology. In some cases this may be accelerated by the cost cutting of governments such as we have been seeing in NSW with TAFE courses recently being slashed.

The inevitable discussions have turned to online learning (and teaching) options. Online learning is still in the early stages of development and acceptance, however it also appears to be looming as a major growth industry.

The following infographic addresses some of the myths and facts around online learning.


Organic v Paid Search: who clicks on Pay Per Click?

Nielsen recently conducted some research on the organic and paid search click-through-rates in Great Britain and came up with some stunning results, which are presented below in this new infographic.

The most interesting and telling information is in the second half of the page. In 1.4 billion search queries 94% ended up clicking on the natural or organic search result. Only 6% clicked on the ads.

If you still decide to pursue PPC then the demographic is most likely to click on your ad is women 55+.

The main question you should be asking now is how much do you want to invest in Pay Per Click search advertising compared to a vastly more effective organic SEO strategy?

Sneak peek at John West “Fly Fishing Tackle” sequel. Can viral lightening strike twice?

Remember the classic John West salmon television commercial with the fisherman intercepting leaping fish from clutches of a hungry bear? The spot received 2.6 million views on YouTube when it first ran years ago and became a very successful campaign for the company. Here it is as a reminder.

Well now John West is returning to this happy hunting ground in the hope of repeating the success with a sequel. Starting Sunday 7 October, John West will launch a new TVC where the iconic John West fisherman is pitched against his long-standing nemesis, The Bear, and cast alongside a beautiful heroine for the first time.

We all know that “viral” success involves more luck than planning. The first commercial took off like a house on fire but is it possible to manufacture repeated success? The company is certainly giving this its best shot with high production values, cliffhanger endings and a Facebook page to follow the progress.

Will you be hooked or do you think its a it fishy?

Here is a sneek peak at the commercial, which clearly has several more installments in an evolving storyline.

The smartphone online shopping boom

Remember when everyone had to have a website? Well, the explosive popularity of the smartphone means that more and more consumers are shopping online using a mobile device. In fact, website traffic from smartphones increased 103% in the last year. So now its not just a website you need, its also a mobile-friendly site.

Here are the latest stats and facts from the team at Monetate to help you understand the impact of smartphones for shopping online and the battle for supremacy between iPhone and Android.

Are you taking mobile into account in your online marketing and retail strategies?

The Battle for Smartphone SupremacyMonetate Marketing Infographics

The money of colour: What brand colours say about your business

Is colour important when designing a brand or product? You bet it is!

Studies show that a product’s colour influences 60-80% of a customer’s purchasing decision. So before you invest all that time and effort in explaining all the rational reasons why someone should buy your product, make sure you have the colour right.

This excellent infographic from the team at Column Five and Marketo explains which colours work best for different products and objectives.

True Colors: What Your Brand Colors Say About Your Business by Marketo

7 strategies to get a job in marketing

Just a few of the people you’ll be competing against for your marketing job

So you want to work in marketing? Well, to be hired as a marketer you need to start acting like one. And not just any marketer, an inbound marketer.

Way back in early 2009 I wrote a post about how to get a job in advertising, design or media and it went nuts. Its one of the most popular posts I’ve ever published and still gets a lot of traffic today. A lot of that advice still rings true today, but a lot has also changed in the marketing world in the last 3 or 4 years, so I felt it was time to refresh the topic.

I interview dozens of marketing graduates each year and the first thing that strikes me is that very few have much experience of any kind. Universities are pumping out thousands of cardboard cutout graduates annually to compete for a small number of quality positions.

If you want to be hired as a marketer you need an edge. Here is what I advise them to do:

1. Create Content

This is the single best thing you can do. Start publishing great content. Show the world what you can do. Ideally focus on your interests or desired career niche if you really want to attract the attention of the right people. Two young guys come to mind who blogged their way into great careers; Julian Cole and Zac Martin. These guys began publishing excellent, confronting, interesting content on their respective blogs before they even graduated. It got them on the marketing radar early and saw them stroll into excellent jobs quickly.

Here’s a test: do a Google search for your name and see what comes up. Personal blog? Content you’ve written for other people’s blogs? News content you’ve authored? Infographics you’ve designed? Videos you’ve recorded? Whitepapers you’ve put together? If not much shows up then you’re not a good content creator and that’s going to keep you off the radar. I suspect HR will be much more impressed with the candidate who shows up for pages and pages of content (appropriate content) than someone with a degree and no content.

These days marketing, especially inbound marketing, relies heavily on great content. Being able to produce it, being able to recognise what drives traffic, clicks and responses is key.

The good news is that you can set up a blog, YouTube channel, Tumblr or Instagram account for free. All you need is time and some great ideas to fill them with content.

2. Be social

If you haven’t heard, social networks are kinda big these days. Having an account isn’t enough (although I’m surprised how many marketing wannabes don’t have one). You need to be savvy enough to be active with these accounts. Strategically, I would recommend having a Twitter account that follows the players in your desired industry and begin sharing your great content via that account.

You also MUST have a LinkedIn profile and should be looking to join some relevant LinkedIn groups for your chosen niche.

Companies are trying to work out how to leverage social networks, be the one who knows the answers and prove it in your own networks.

3. Learn some basic SEO

Here’s a secret…we all Google ourselves, our competitors and our industry. Learn some basic search engine optimisation and push your great content to the first page of search results. You’ll be in the radar faster and prospective employers will be wondering why and how you did it. Another skill most of your fellow graduates won’t have.

You can check out our NLYZR site. It has tons of great SEO information and you can set up an account for free to learn even more.

4. Study stats

Modern marketers are statistics nerds. Online marketing is amazingly measurable and there are dozens of great analytics tools to measure and test performance. Start using them and getting to know how they work. Practice with your own blog and social networks.

Make sure your resume reflects experience with different analytics platforms and that you understand how to make data-backed marketing decisions. This will put you ahead of most of the pack.

5. Become an all-rounder

I really feel its important these days to be well-versed in technology and be a bit of an all-rounder. Knowing some basic coding and editing allows you to understand what other suppliers or employees do and to be able to speak with some authority to them. I know of several senior marketers in large organisations who have no idea at all what their IT department or web developer is saying to them. As a result they make poor decisions. It’s only a matter of time before they’re found out and replaced by savvy young marketers with more all-round experience and knowledge.

The all-rounder can often get their foot in the door with companies and move towards their desired area of specialty later. But to be honest I believe that in most organisations the all-rounder is going to the future.

6. Keep reading and learning

This industry is dynamic and changing daily. Your Uni curriculum was out of date before you started. Subscribe to industry sites and blogs and devour as much information as you can. Learn about the latest technology and trends. Know what’s going on. Attend industry events, some are free, and listen to what people are talking about. Don’t stop reading and learning.

7. Market your way to employment

Know who you want to work for? Think you’re their next star recruit? Be brassy enough to create an inbound marketing campaign about hiring you or examining an aspect of their industry. Set up a site or blog, optimise it for search and fill it with great content directed at your desired employer. Use social networks to spread the word. Before you know it you could be on their radar via search or social.

The smart marketers are jumping to the front of the jobs queue by using modern inbound marketing strategies. It is much more effective than sending standard resumes and responding to employment ads.




Townsourcing: InsiderJobs launches to keep outsourcing local

Insider Jobs. Freelancing microjobs. TownsourcingThe job market is changing. Freelancing and outsourcing are changing the way we do business and make a living. A new generation of young entrepreneurs realise that the traditional 9-to-5 job is no longer their only career option.

At the recent launch of the report A Snapshot of Australia’s Digital Future to 2050 futurist Mark Pesce predicted the employment market is “going to look a lot more like eBay than it does like Seek.”

“The idea of employment, as in a job that lasts for more than a few days or a few weeks, is going to be this very weird term by 2050. Our grandkids will go up to us and say, ‘You had a job and you did it for years at a time?’”, says Pesce.

“That much connectivity in the economy creates this enormous capability for fluidity, and so jobs are going to start to become gigs and those are going to start to become tasks, and eventually we’re all just going to be doing a little bit here and a little bit there and it may not be until we get up in the morning and check the smartphone that we’re going to be knowing what we’re going to be doing that day.”

That’s where InsiderJobs comes in. Its the place where freelancers and businesses can offer their services and buyers can find amazing outsourcing options. Our vision is to be Australia’s premium freelancer and microjobs site; a dedicated Australian marketplace for Australian freelancers and professionals.

Unlike other freelancing and microjobs sites, our aim is to try to keep outsourcing local. Do business with dozens of talented people in your area whilst keeping your overheads down and profits up. We call it TownSourcing.

One thing we are keen to maintain is a high quality of services and offers. Any offers considered to be “black-hat” or “spammy” may be blocked or moderated. The reason is that we want InsiderJobs to be a place where buyers can shop with confidence that they will receive a range of good, reliable services.

The first InsiderJobs has launched with a focus on Newcastle. This allows us to iron out the bugs and test responses in our home town before expanding nationally very soon.

If you are based in the Hunter region we’d love you to list some of your products or services on the site. It could be a lead generator, an automatic digital product or your usual service. In testing this we’ve learned that great deals get the biggest responses.

If you live outside the Hunter you are very welcome to list any products or services that can be delivered online and aren’t limited by geographical location. These will be able be offered nationally as we expand.

Conversely, if you’re a business owner looking for service providers and other freelance resources then check InsiderJobs might have the answer. You can also request services and have freelancers come to you.

My team and I are really excited about the launch of InsiderJobs and hope it becomes the trusted site where businesses and talented Australian freelancers can connect.

For the record: InsiderJobs was created by the team at Sticky. We are also responsible for online magazine Urban Insider and SEO tool NLYZR.


How to create the ultimate customer experience online

A focus on customer experience can result in vastly improved metrics for any company. We’ve seen it for years in traditional retail where companies such as Nike and Apple have created amazing customer experiences in order to maximise sales and profits, but can this work online?

The team at Monetate have designed this excellent infographic to demonstrate how excellent customer experience can impact key online metrics like web traffic, referrals, conversion rates, average order value, revenue and customer lifetime value.

The Ultimate Customer ExperienceMonetate Marketing Infographics