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We often hear about the Four Ps of marketing – namely Product, Price, Place (also known as Distribution) and Promotion, but its People, that can make all the difference between a good marketing strategy executed brilliantly, and a great marketing strategy which flops.
A recent article by Zeynep Ton of the Harvard Business Review, titled Retailers Should Invest More in Employees, explores the connection between customer service and low cost retailers. To summarise his findings, Zeynep found that contrary to popular thinking, low cost retailers who invested in their staff (through better conditions, better pay and very importantly better training) tended to be more profitable. That’s, right, when you spend more you can make more!
But How could that work I hear you think?
Lets start with the logitics side of things. It is your employee, not the inventory management systems that can identify and fix a messy shelf. Its the employee not the Point of Sale system that can tell when the price on something doesn’t scan up correctly and fix it. Its the employees not the rostering systems that can see there are too many customers in the cashier queue and pen an additional checkout. when you fail to invest in your human resources, you fail as a business to make the transaction as efficent for your customer and your conversion rate and profitability suffers.
The other really important area that your employees affect the success of your business is in their enteractions with customers. Happy, engaged staff are much more likley to give customers a sincere smile, answer their questions in a helpful way, or go the extra mile in helping a customer who has had a bad day, or bad experience with your business. These experiences form the foundations of real customer loyalty, brand equity and most importantly the profitability of your business.
So how can you achieve a more engaged workforce?
Put simply you need to start looking at your human capital as you would any other capital investment. Considering the return you can make on even small investments in this resource, it is often the most effective place to start investing.
Many online retailers do almost everything right but still fail to win big in world of ecommerce. To illustrate how difficult it can be I’d like to share with you the story of an online retailer who did almost everything right.
Bob, has spent many years (and many thousands of dollars) building up a solid eCommerce site, which is well designed, competitively priced, and ranked well in the search engines for his chosen keywords. He is receiving a large number of visitors, they come, they see and they put his products in their shopping cart. But sadly that is where it ends for most of them. For one reason or another 65.23% of them abandoned their shopping carts and left his store to buy elsewhere. The tradgedy through is not that they where doing this, but that he didn’t know that it was happening, or how to fix it.
In our experience, we have found several reasons why customers abandon shopping carts and the effectiveness of an ecommerce store in converting visitors to buyers (known as the conversion rate) suffers. The mind map below lays out our top 10 reasons why visitors abandon their carts, along with some important considerations when looking at improving your conversion rate.
The first step we recommend to all of our clients is to get their web analytics audited to ensure we can track ecommerce transactions, with a tool such as Google Analytics. This will help us to answer many of the what questions.
From there we need to start considering some of the “Why” questions, and qualitative tools such as 4Q survey can assist in getting feedback from the customer as to why they are visiting your store, and what their experience has been.
Have you ever left a shopping cart at the checkout? I’d be keen to know what caused you to do so, especially if I haven’t included it in the mind map below
I recently came across the following Periodic Table Of SEO Ranking Factors on Seach Engine Land and it appealed to the inner scientist in me. For any one else out there who enjoyed (or at least remembered) high school chemistry, take a look and let me know what you think…
AdWords Express is the simplest way to advertise on Google. Putting together an ad and setting up your campaign takes just minutes. Google take care of everything else automatically, ensuring your ad is only shown to people looking for what you have to offer in the area that you operate.
Over the past decade the Google Adwords platform has grown in sophistication and complexity. This has offered unrivalled power for experienced PPC professionals to track cost per sale, and optimise every cent of their marketing budget to deliver the maximum return on investment.
This sophistication has come at the cost of simplicity. Google Adwords is no longer something that a small business can afford to do on an ad hoc basis. It takes a considerable amount of time to learn how to harness the power of the Adwords Engine, and apply this to a campaign
Enter Adwords Express. Adwords Express removes most of the complexity and controls from a campaign so you only need to worry about
- how much you want to spend per month;
- what key words you want to target and;
- which area you are targeting (within a 25km radius).
Where will your ads be shown?
AdWords Express ads can be shown in the following places:
- Google.com: AdWords Express ads can be shown above or next to Google.com search results.
- Google Maps: AdWords Express ads can be shown above Google Maps search results in the left hand panel. An organic Places listing can also appear in search results. Like all Adwords campaigns there it will have no bearing on your Organic showing in the Search Engine Results Page (SERPs).
To determine AdWords Express ad position, Google looks at both the advertiser’s bid and the quality score of the ad
How AdWords Express local targeting works
AdWords Express is designed to reach customers in your area who are looking for businesses like your clients. AdWords Express uses proximity targeting (also known as targeting a radius) to show the ad to people physically located near the business. In addition, we identify search terms to help reach customers who are searching for businesses in the area.
- Proximity targeting: With proximity targeting, your ads are targeted to people within a default 25 km radius around your business location. The default 15m radius helps ensures that you get sufficient traffic. Currently, the default radius can’t be edited in AdWords Express.
- Search terms: Even if a customer isn’t located within your target radius, he might include terms related to your location in his search, such as post codes or the name of nearby towns. We can identify locations in search terms to help you show your ads to the right customers. For example, let’s say that you own a furniture store in Edinburgh. A potential customer in Busselton is shopping for a sofa in Bunbury. If he searches for “furniture store in Bunbury”, your ad may appear for his search.
AdWords Express vs. AdWords Comparison
|Keywords||Pick relevant business categories
with pre-selected keywords
|Select individual keywords,
match types, and negative keywords
|Bidding||Monthly budgets and
|Advanced budgeting and
|Reach||Show ads in the local area,
generally around a 25km radius
|Show ads locally, regionally,
|Ad Format||Text ads shown on desktop
and mobile devices
|All ad formats available
including text, display, video
|Google Places||Places listing required||No Places listing needed|
|Website||No website required||Website required|
Is Adwords Express right for you?
To answer this question you need to ask yourself the following three questions. If you can answer each with a yes, then chances are Adwords Express is a great first step for you.
- Is most of your clientelle local or in the local area?
- Is investing more than 5 hours a month of your time or a professional adwords resource out of the question?
- Is your online advertising budget under a few hundred dollars per month
[important]If you would like us to set up an Adwords Express campaign for you, we are offering a 1 hour consultation with our Google Adwords Certified Professional for a flat fee of $100. For comprehensive campaign management of Google Adwords by a Google Adwords & Analytics Certified Professional including set up of your analytics and conversion tracking, our rates start at around $500 per month. [/important]
We’re delighted to announce that in cooperation with the Shire of Capel we will be providing a free community safety workshop for the local community on the importance of Cyber Safety and Security.
When: October 13th 2011
5:00 – 6:30PM
Where: Dalyellup Community Centre
If you can’t make it to the event you can view a copy of the presentation here:
Cyber Safety & Security Presentation (Power Point 10mb)
Cyber Safety & Security Presentation (PDF 2Mb)
If you are not aware of what Google Places, take a read of our article on location based marketing services.
We have several clients who have made great progress from their Google Places listing, including one client who had been running a website for two years that hadn’t delivered a single lead. Within 48 hours of setting up his Google Places listing they received their very first enquiry from the internet.
If you would like to take us up on this offer, then please call us on 0448 488 002 to get your free Google Places listing set up today.