digital marketing

Blog challenge 99/99: Thoughts on writing 99 blogs in 99 days

Today is the day! This is the 99th blog to be written in 99 days. It has been a good challenge for us and we hope that it has given you some value. We have enjoyed researching topics of interest all with the aim of assisting you to do better marketing.

What we have learned

Persistence: Writing a blog everyday required constant persistence with attention to detail. The ability to commit 1, 2 or even up to 3 hours out of our day, everyday to provide a value adding blog really tested our time management skills. Forward planning really assisted us with this.

All killer, no filler: Every blog that we did required a lot of thought as we did not want to just write a blog for the sake of writing one! Research is what takes the time but provides the most value.

Education: By writing 99 blogs in 99 days we were able to learn and research new trends and techniques related to digital marketing. We learnt a lot, which we can go back and revisit at any time to refresh and update.

Thanks to everyone that took the time to read our blogs….even if it was just 1 blog out of the 99! We enjoyed bringing them to you. Have a great day.

Blog challenge 85/99: Buying online in Australia with Amazon

We wanted to share this exciting piece that was published today from the Smart Company website by Matthew Elmas.

Amazon Australia has taken a much-anticipated step into pantries, launching 400 pages of food and grocery products on its local platform.

Launched on Wednesday, the e-commerce giant has teamed up with hundreds of domestic and international brands to kickstart the offer, including Carman’s, Arnott’s and T2 Tea.

Unlike its initial Australian launch last December, which fell short of expectations,Amazon appears to be trying to make a splash with its new food and grocery section, launching with a wide range and sharp prices.

It is selling a six-pack of Carman’s dark chocolate muesli bars for $3.90, 35% cheaper than $5.60 Woolworths was offering online on Wednesday morning.

A sweetener has also been offered to early movers, with those buying before November 8 set to receive 25% off their first order.

Other products such as Arnott’s pizza shapes and Mount Franklin water were comparable to Woolworths’ online store on Wednesday morning.

It’s only been a few hours since the offer went live, but Carman’s founder Carolyn Creswell says she’s not sure whether stock will last the day.

“It’s been going crazy,” Creswell tells SmartCompany.

“Our inventory guys are saying we’re not going to last the day.”

Creswell doesn’t believe expanding Carman’s online business will cause in-store sales to suffer, saying the launch was about appealing to different customers and types of shopping.

“It’s a very blurred line, people can’t shop online exclusively and will still go into the supermarket,” she says.

“[But] when you’re running out of something you’ll be able to replenish a lot more broadly and easily.”

Amazon has on-boarded 45 of Carman’s products and appears to be investing in price out of its own pocket, a move that retail expert Pippa Kulmar says is designed to get people onto the platform.

“They’ve lowered prices or made it very competitive to get people to try it,” she tellsSmartCompany.

“They’re loss leaders to get people on the site and into [Amazon] Prime.”

Coles and Woolworths have longstanding online grocery platforms, but only a small portion of Australians currently buy their food online.

Nielsen research from earlier this year found 403,000 new households bought groceries online in 2017 but was still only 3% of total trade in the sector.

Kulmar says Amazon weighing into the market will increase market penetration, predicting a fresh-food offer isn’t too far away.

Amazon has yet to signal any imminent launch of a local fresh-food offer, but its Amazon Fresh service has been successful overseas.

Amazon Australia’s country manager Rocco Braeuniger kept quiet about the possibility of Amazon Fresh on Wednesday.

“We have been focused on growing selection and services for Australian customers,” he said in a statement.

“Today we are delighted to add to the over 80 million products already available on the store with the launch of Pantry Food and Drinks, bringing greater convenience to customers, underscored by everyday brilliant value and fast delivery.”

The launch of pantry is just the latest expansion from Amazon in Australia, following the opening of its pet supply, travel store, automotive and jewellery categories last month.

Giving back to your clients

It can be all too easy once you sign up a new client, to think that the exchange between the service you provide and the payment of your invoices are enough to maintain a healthy business relationship for years to come. Quite often it can be enough, but we like to put in those 1% efforts that can help endure any difficult periods. Here are a few suggestions of what you can do:

  • Christmas and Birthday Gifts: Find out what your clients favourite beer or wine is. If they don't drink, find out what they like to do in their leisure time. Perhaps a voucher to a day spa would hit the spot!

  • Hand Written Cards: It is easy to say thank you via an email. If you were to write a hand written thank you note in a card, it requires another level of effort. You have to buy the card, write meaningful words in the card, buy the stamp and post it. Effort like this doesn't go un-noticed with clients.

  • Provide Additional Services at No Charge: Now, this can be a contentious one! What we suggest is to give away a minor product or service, that does not cost your business a large amount of money. For example, if you own a printing business and you service commercial printers, you may be able to provide a complementary toner cartridge. Make sure you enter this on your invoice with a $0.00 charge next to it, so the client sees.

  • Provide a Bundle Offer: If a client buys several of your products or services, perhaps you can look at a bundle offer. If they buy two services or products, you may be able to offer a third for free. This works well with ecommerce and bricks and mortar fashion stores.

So there you have it, a few suggestions to assist you with further developing your relationships with your clients. At the end of the day, people like to see that they are getting value. Go over and above and this will increase the lifetime value of each customer. Thanks for reading. 



The Google Ads process

We don't like to sugar coat things here at Illume Marketing. So when we say Google Ads is technical and requires a lot of your patience, we mean it! Google Adwords requires persistence too. If you are a small business owner and you find that this form of marketing is difficult, we would advise to outsource it. That is not a sales pitch, it just makes sense that you, the business owner, need to spend your time doing what you do best. For those that are looking to get started, please see below the process for using Google Adwords:

  1. Install Google analytics to your website: Set up an account here and ensure the correct code is injected into each page so your analytics are accurate. Or there should be an app that you can install which will be the easier option.

  2. Link your Google Adwords account: Make sure your Adwords account is linked and that you have enabled auto tagging. This will let Google Analytics report the details of each click taken across your website. This is very important.

  3. Import a goal: A goal may be to have people sign up to your monthly newsletter or to complete a contact us form. You can do this via the admin tab of google analytics and then head to goal set up.

  4. Import conversion actions: Within your Google Adwords account you want to import your conversion actions. This will assist in the tracking process. By doing this you will be able to see the exact path a visitor takes through your website prior to purchasing.

  5. Create a campaign: Head into your Adwords account, and select the new campaign option to start a new campaign. Name the campaign and include the Google Search partners option. Do not add the Google display network. This is completely different to an Adwords account. Select location that you want to target and your language and select your bidding. If you are just starting out select maximize conversions.

  6. Set your daily budget: The best way to do this is to work out your monthly budget and divide it by how many days there are in the month. Set your start and end dates.

  7. Set up ad groups: This is where you enter your key words. Best practice is to have a maximum of 10 keywords per ad campaign. You can use Google Keyword Planner for this, which I will talk through in another blog.

  8. Create your ad: This is the fun part! Put your headline 1 and headline 2 in. Usually headline 2 is a call to action. For example, 1 Month Free Membership or Free Shipping. Then construct the body of your ad. Insert your final URL that will direct visitors to your website. Your ad will then be created right in front of your eyes.

  9. Revisit Google Analytics: Keep an eye on what key words are being used and be patient. Google will spend your budget evenly across the month.

The ultimate goal that you want to get to is to have 15 conversions in 30 days, then we can switch to a more advanced strategy using the Target CPA bidding option, but we are going to leave that for another time.

Google Adwords is a lot of work, you need patience and an analytical mindset but done correctly it can drive sales for your business and greatly assist with your Google ranking. Thanks for reading.