Okay, let’s start with the obvious: If you’re selling a product, you want to reach as many potential customers as possible. However, here’s the big caveat, marketing convention tells you to hone in on one particle niche, one particular audience with one particular need. That’s where you start your business … Read More
What Are the Core Klaviyo Flows? A Guide to Understanding Klaviyo’s Essential Automated Campaigns
Klaviyo is the go-to email platform for modern ecommerce brands for a reason. Out of the box, an ecommerce marketer can begin setting up ‘best practice’ flows and send campaigns with ease. You have the ability, right away, to create and automate email campaigns. For more advanced operators, one of … Read More
Should you a/b test product pricing on your Shopify store?
Okay. First question. Why would you want to a/b test the pricing of your products? Surely it goes against the foundations of customer centricity offering a product to one person at a different price to another customer? Doesn’t this get confusing when you consider purchase attribution? Will customers see one … Read More
You can now take customer support phone calls and track analytics within Gorgias
For busy customer support teams there’s a disconnect between web-based conversations and phone calls. Whilst you have a suite of analytics available to you to track responses and customer success online, incoming calls from customers are often a challenge to track and include in your overall support platform. Until now. … Read More
Share your stage: a little lesson on making what you make matter from Dave Grohl
As you build your brand for the long haul the basic idea is that people begin to ‘buy into you’. You share your stories, you share your journey, you build something unique that your customers become part of (they’re paying customers and don’t forget that). Customers get to know you. … Read More
How Your Work in Customer Retention Impacts Your Work in Customer Acquisition
As you focus more on the post-purchase experience your approach to acquisition will change. As your customers leave in-depth reviews and share their own imagery you’ll make the shift from ‘brand voice’ to ‘customer voice’ in your advertising. As your metrics present a better understanding of customer lifetime value you’ll … Read More
This business of ‘I’d rather pay full price’….
Successful ecommerce copywriting is conversational. It’s fun. It’s about getting people to love your products and warm to your brand. No matter what you’re selling. It’s about good people talking to good people. So. What’s happening here? This may patronise your customer. And I’m seeing this more and more as … Read More
Effort as a differentiator? The reward for going deep on a chosen marketing channel
Doing with no particular direction in mind. It’s how I’d sum up the majority of brands efforts in content marketing. Content marketing. The ‘add-on’ that doesn’t build it’s own traction. And I think I know why. It’s not a quick win. In both our consumer and business worlds, we demand … Read More
In a market of sameness, market differently
Andrew didn’t share the vision. He was inundated (as we all are…) with the stories of wily marketing from the Apples, Teslas and Red Bulls of this world. They were in a different stratosphere. Budget. Time. Energy. People. His business made products that nobody would conceive to be ‘cool’. Why … Read More
Differentiation takes courage. A lot of courage.
Doing things differently. Shunning the best practices taught on stage by marketing ‘gurus’ and written about in marketing blogs and books. Deciding to shift from the marketing patterns you see brands, new and old, pursuing each and every day. It takes courage. Naturally, we all wish we knew the refined … Read More
Are you presenting a confident clothing brand?
What do I mean by confident brand? An easy way to answer this question is to present the case of a brand that lacks confidence. Here are a few examples; pop-ups that offer me a 10% discount before I’ve had a chance to even see the products you sell no … Read More
How to build visitor confidence sharing what others are about to buy
People take comfort in the action of others. Travel sites know this. That’s why you’ll see ‘11 other people are looking at this hotel right now‘ messages popping up. There’s not time to linger if you want to book that room. It’s the premise of both scarcity and social proofing. … Read More