The Kuriosity Podcast

11
Jun

#29 - The Role of Customer Generated Content

Customer generated content or CGC is a powerful marketing tool that is highly effective in customer conversions. 

Studies show that  consumers are heavily reliant on CGC for important insights on a product and for making purchasing decisions. Research also found that consumers have more faith in CGC than they do in advertising. 

Digital marketing and eCommerce expert, Joanna Steele, developed a CGC strategy for Argos shares valuable information on how to harness the power of CGC through reviews. 

TAKEAWAY #1 - Customers trust other customers.

TAKEAWAY #2 - Customers want to see all reviews - the good, the bad and the ugly.

TAKEAWAY #3 - eCommerce websites should have at least 15 reviews per product.

TAKEAWAY #4 - Incorporate CGC into the whole customer journey. 

TAKEAWAY #5 - Use CGC to improve everything about your product.

Joanna Diana Steele is a Digital Marketing & eCommerce Consultant, Trainer & International Public Speaker. She has over 15+ years of digital experience helping multi-million pound UK brands like Argos, London 2012 Olympics and Mothercare engage consumers with award-winning campaigns and experiences, build online communities and increase sales. She was nominated for a TechWomen 50 Award in 2017, which recognises emerging tech talent in the UK and writes a column for She Leads Africa – a community that helps young African women achieve their professional dreams with engaging online content and pan-African events. She is the Co-Founder and CEO of Dimax – A digital agency that unifies creativity and technology, helping businesses in Central & West Africa to become digitally focused to drive growth. The Dimax vision is to be the No.1 digital agency in Africa. Her passions are Africa, tech and travel. She is also a big music fan and loves football supporting North London’s finest Spurs.

 

Connect with Joanna Steele: 

Linkedin - www.linkedin.com/in/misssteele/

Website - www.dimaxdigital.com

Instagram - @joanna.diana.steele

Twitter - @misssteele

 

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look at it, check out the demo.

Lightbulb

Light bulb agency is an end to end eCommerce business that anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as research product, create website, marketing, generate traffic, customer service, picking and fulfilment.  Lightbulb ship from the UK all over the world for a number of customers and you can try out their service with no problems. 

 

Links to other platforms where this podcast is available:

Apple Podcasts

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Spotify

4
Jun

#28 - How to Sell Personalised Products Through Dropshipping

The personalised product market is gaining momentum as we, the consumers, are increasingly demanding what we want, when and how. Not only do we want to receive a personalised product and or service but we also want to be actively involved in the process. 

 

Dropshipping is a popular business model and with the right product it can also be a very promising route to market. Personalised products have greater potential to improve traffic and conversion.

 

In this episode Brian O’Donnell, Managing Director of Map Marketing, shares his insights and tips on selling personalised products through dropshipping for the long term survival of your business.

 

Map Marketing is a manufacturer of maps and jigsaw puzzles based in Devon, UK. Selling predominantly in the UK and the US, they supply off-the-shelf, short-run and one-off maps and jigsaw puzzles. Having shipped over one-million personalised map jigsaw puzzles they are specialists in dropshipping. 

 

Connect with Brian O’Donnell:

 

Linkedin: https://www.linkedin.com/in/odonnellbrian/

Twitter: https://twitter.com/bod1966

www.mapmarketing.com

www.alljigsawpuzzles.co.uk

www.alljigsawpuzzles.com

 

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look at it, check out the demo.

Lightbulb

Light bulb agency is an end to end eCommerce business that anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as research product, create website, marketing, generate traffic, customer service, picking and fulfilment.  Lightbulb ship from the UK all over the world for a number of customers and you can try out their service with no problems. 

 

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

28
May

#27 - The Digital Marketing Strategy You Need to Transform Your Business

The logic digital marketing strategy is based on the simple principle that successful web page optimisation is impossible without thorough keyword research. Keyword research is the foundation for all digital marketing. Without the keyword research, without the real hard core data, a real integrated strategy for your business is out of the question.

 

Digital Marketing Mentor and Keyword Strategy Specialist, James Pybus created The Logic Digital Methodology to give structure to an integrated digital marketing strategy.

 

In this podcast James shares the three core elements of digital marketing: optimisation, paid media and content strategy and introduces us to his own tested and proven Keyword Strategy Tool.

 

James Pybus has been in Digital Marketing for 24 years and has worked with and advised for small one-man businesses through to Microsoft HP Platinum Partners like OCSL to Global Retailers like Jack Wills.

 

Connect with James:

Linkedin https://www.linkedin.com/in/jamesdeanpybus/

Digitalmarketingmentoring.co.uk

Emarketing-strategy.co.uk

 

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look at it, check out the demo.

Lightbulb

Light bulb agency is an end to end eCommerce business that anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as research product, create website, marketing, generate traffic, customer service, picking and fulfilment.  Lightbulb ship from the UK all over the world for a number of customers and you can try out their service with no problems. 

 

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

 

 

21
May

#26 - Weapons of Influence and Their Application to eCommerce

We like to believe that everyone gathers all the available information before they make a decision but the sad fact is that there is too much information out there.

What influences our decision making process? How do we persuade others to our way of thinking?

Meyrick D’Souza, Digital Marketing expert, has always been intrigued by what drives people's behaviour. In his research the best example that he could find was the book Influence: Science and Practice by Robert Cialdini. The book is based on Cialdini’s research of six important weapons or shortcuts that people use to influence their decisions and behaviour. 

Meyrick D'Souza is a Digital Marketing professional with over 20 years of international experience helping organizations build customer-focused digital engagement. Has worked both agency and client-side. Experience ranges from Fortune 500 to start-ups. Skilled in helping organizations reimagine and transform their customer experience, by understanding the opportunities and challenges that new technologies can have. Strengths in strategic council & best practices to develop digital capabilities Passionate about what motivates human behaviour in digital spaces Experience includes working for blue-chip organizations such as Adobe, LenovO and BT. Recently returned to London after 21 years of working and living in Asia.

In this episode, Meyrick D’Souza introduces the six shortcuts and looks at how they apply to the world of eCommerce.  

 

Connect with Meyrick:

Twitter @metric_dos

LinkedIn https://www.linkedin.com/in/meyrickdsouza/

 

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look at it, check out the demo.

Lightbulb

Light bulb agency is an end to end eCommerce business that anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as research product, create website, marketing, generate traffic, customer service, picking and fulfilment.  Lighbulb ship from the UK all over the world for a number of customers and you can try out their service with no problems. 

 

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

14
May

#25 - Why You Should Barcode Every Product with Lorna Leaver of GS1

Lorna Leaver is the Engagement Manager GS1 UK. Having a background in retail eCommerce and specialising in marketplaces, Lorna joined GS1’s engagement team to use her experience in trading online to help sellers and marketplaces come together using industry standards to improve buying experiences for customers. She previously ran the marketplace operations for global retailers such as Mothercare, Early Learning Centre, Boohoo.com and most recently the shoe retailer Dune London.

In this episode Lorna unpacks for us the topic of barcodes and gives clear insight into the importance of product identification for online businesses. 

 

Top three takeaways:

Takeaway #1: Barcodes are critical for your online business. 

Takeaway #2: Barcodes are like a passport number for the product - it tells you everything you need for product identification.

Takeaway #3: If you're planning to sell a product on Amazon first check the licence owner to make sure the barcode is licensed to the manufacturer of the product. To run this check you can use the GS1 database at:https://gepir.gs1.org/ (there is an app available for this too, search ‘igepir’.

 

For some fun, take this short informal quiz to test your knowledge of how to barcode and measure your products correctly: https://www.gs1uk.org/bossing-the-basics !

 

Connect with Lorna:

Email lorna.leaver@gs1uk.org

Twitter @lornabeams

LinkedIn https://www.linkedin.com/in/lornab/

You can also email GS1 at support@gs1uk.org or call freephone 0808 178 8799 or alternatively call 020 7092 3501.

 

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look at it, check out the demo.

Lightbulb

Light bulb agency is an end to end eCommerce business that anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as research product, create website, marketing, generate traffic, customer service, picking and fulfilment.  Lighbulb ship from the UK all over the world for a number of customers and you can try out their service with no problems. 

 

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

7
May

#24 - Three Top Tips For Startup Success From Expert, Heikki Haldre

A well planned strategy is critical to helping any startup successfully launch their venture and retain their competitive edge. A startup without a strategy will lack clear goals and direction to keep their business afloat.

We spoke to Heikki Haldre and extracted several golden nuggets on ways startups can strategize today for their success of tomorrow.

Heikki Haldre, Chairman, The Future of Retail Organisation Heikki is a founder of four companies, his latest - a FashionTech company Fits.me – was acquired by Rakuten, one of the world’s largest eCommerce players. Heikki mentors startups on strategy, how to build and finance their ideas to scale, and how to ensure they’ll become the commercial success stories. Currently Heikki is Chairman at The Future of Retail Organisation, founder of Find.Fashion, The Exit Academy and is named in the top 100 most influential names of the digital fashion world by Vogue’s “Online Fashion 100”.

If you’re wondering how to make your startup successful listen to this exchange and learn the three tops tips and much, much more.

 

Connect with Heikki on LinkedIn 

For those companies that have already built something and are thinking of how to strategize and think a few years ahead or acquisitions and exit plan check out The Exit Academy.

 

Show Sponsors:

Kurious Digital

Link to Lightbulb Agency, coming soon.

 

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

30
Apr

#23 - Understanding Growth Hacking For Your Business

Too often we become focused on new and trending data-driven marketing and forget the fundamental old school principles. Marketing isn’t an isolated discipline and it needs an holistic approach.

The Agile CMO, Chris Raven believes there is value in educating people in how to connect the dots for this kind of holistic perspective to their strategic marketing efforts. He uses a five stage process to help you grow your business.

Chris Raven works with clients and agencies to create cohesion from chaos, bring direction and focus to their business growth efforts, and ties together disparate functions to reduce friction.

Listen in and learn from Chris Raven's rich experience in marketing and eCommerce. You won't be disappointed!

 

Links 

Matt Edmundson

Kurious Digital

Chris Raven

Chris Raven on LinkedIn

Apple Podcasts

Stitcher

Spotify

23
Apr

#22 - The 3 Pillars of SEO

Many of us don't fully realise the rich benefit of SEO and SEO done right.

A large part of online traffic is driven by search engines and as smart as search engines are, they still need our help to access certain pieces of information. The faster we can provide the information they faster the search engines can do their job to get us seen on the world wide web.

To help us understand the basics of SEO, Alina Ghost joins us and talks about 3 specific pillars of SEO (search engine optimisation) for a good eCommerce website. These are technical SEO, content SEO and link building SEO.

Alina has a decade of Digital Marketing experience and has worked for the likes of Debenhams, Carpetright and Tesco. Currently, SEO Manager at Amara, a luxury interiors brand that is purely online, and Podcast founder and host of SEO with Mrs Ghost.

Listen in as Alina shares her SEO experience, wisdom and knowledge. 

 

Links 

Matt Edmundson

Kurious Digital

Alina Ghost 

Alina Ghost on Twitter

Alina Ghost on LinkedIn

Apple Podcasts

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Spotify

23
Apr

21 - Personal Branding and Easy Social Media Hacks to Drive Your eCommerce Business

In today's episode our guest, Ian Moyse, talks through the importance of personal branding and even throws some easy social media hacks for eCommerce entrepreneurs.

Ian Moyse is EMEA Sales Director for Natterbox. He was awarded the accolade of BESMA UK Sales Director of the year and in 2019 was listed in the top 50 Sales Keynote speakers by Top Sales World . He is widely published on matters of social influence, sales leadership, personal branding and cloud technologies.

 

Consumer habits have changed and now, more than ever before, your personal brand matters

Social media has given us an inside view to what goes on behind the face of a business and it is creating a shift in consumers choosing small personal brands that are built around a product and the person behind the product. 

Personal branding done right can help you stand out from the crowd and give you a platform from which you can inspire trust in your audience. 

Creating (or recreating) a personal brand can feel daunting and the common fear is that social media will forever own you. 

It won’t … as long as you are strategic about it. 

Listen in and learn Ian Moyse's seven steps to your personal brand and and some easy social media hacks to drive your eCommerce business.

 

Links

Matt Edmundson

Kurious Digital

Ian Moyse

Ian Moyse LinkedIn

Apple Podcasts

Stitcher

Spotify

 

 

 

 

9
Apr

#20 - How to Get Traffic That Buys to Your Website

Chloe Thomas’ latest book, How to get traffic that buys to your website, addresses the struggle people have with driving traffic that buys to their website.

Chloë Thomas is a globally recognised eCommerce marketing problem solver. Author of several bestselling books, keynote speaker, advisor, and host of the eCommerce MasterPlan Podcast. She helps her clients maximise their marketing performance.

 

Formula for eCommerce Success

The book, How to get traffic that buys to your website, is based on the formula: Traffic x  average order value x conversion rate = sales 

If you want to increase your sales, you have to improve your traffic, your average order value or your conversion rate. These are the only three ways you can do it.

Traffic is the most powerful of the three components because it affects both the AOV and the conversion rate. There is only so far you can push an average order value and conversion rate but there are endless ways in which you can push traffic. However, driving a lot of traffic is far from enough. It has to be driving the right traffic. The traffic that actually wants to buy. 

 

Traffic Optimisation is the most important skill for eCommerce growth 

Traffic optimisation is critical to ensure that the money and time you are spending on driving traffic to your website is traffic that is buying. 

The process of optimisation is looking at each source from which your traffic is stemming from and constantly tweaking it to make it better. In essence you want to bring more traffic that buys for less cost to your business. 

To be successful in eCommerce you have to, at the very least, understand optimisation as a skill set. If you’re making decisions on how money and time are spent in your business you need to understand the skill sets you will need in the people that you employ.

 

Three core marketing methods

1. SEO (Search Engine Optimisation)

People tend to ignore SEO because it is more of a slow burn and it can take months for results to show. Instead they focus on ads or emails that will bring immediate results. 

There are three parts to SEO

    • Be relevant and get the right keywords in the right places on your website
    • Be in the index by allowing google into your site so that it knows you exist
    • Be important by constantly building links to your website

In essence, SEO is of value to your business if it is going to drive traffic that buys to your website.

For those who want to start doing SEO, the good news is that the SEO community is very good at sharing and updating each other. In doing so they offer a whole host of free information online. Here’s a few pointers to get you started:

Google search console is a must for anyone wanting to start doing SEO. This is where you submit your sitemap to be in the index. Consider it also your way of talking to Google about what’s happening on your website. Google search console gives you stats which can be integrated into your google analytics for more stats. 

Moz.com are geniuses in the space of SEO. They have some really nice free tools that you can use to check things like domain authority, which is an estimation of how important Google thinks another website is. 

SEM Rush has a suite of really useful tools that will check rankings.

 

2. Search Engine Advertising

Search engine advertising tends to deliver faster results than SEO.  

Once you know your profit target (this usually comes down to your return on advertising spend (ROAS) or your cost per acquisition (CPA) the two main numbers for businesses to focus on are: money spent and money earned.

To get the most out of Google ads, whether you're doing Google shopping campaigns or you're doing keyword advertising, the more focused you can make your activity, the better it generally performs. 

It’s best to start small and then use the data to build out.

 

3. Email marketing

Email marketing is a lot more work than it used to be. The days of batch and blast are largely over but to keep emailing marketing working for you, you need to find the right strategy. 

Be clever with your data and look after your customers by sending them valuable information and quality messages.Use this as a way to build a relationship with the customers. 

An email marketing strategy that takes into account what you’re trying to build and what messaging you want to use and who you want to send emails to will go a long way to growing your business. It's a lot more work than it used to be but the good thing is once you build those automations into your email marketing strategy then they deliver for you. 

 

Evidently driving traffic that actually buys from your website is absolutely critical for the success of your business. If you are struggling with knowing how to drive traffic that buys to your website, listen to the podcast or pick up Chloe’s book. 

 

Links

Matt Edmundson

Kurious Digital

How to Get Traffic That Buys to Your Website

Apple Podcasts

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Spotify