Do you know your customer?

Do you know your customer?
Understanding your customer is absolutely key to driving growth in digital.  
 
Here’s how a lot of my conversations start……
RETAILER: “Kelly, can you help us drive more traffic and sales?”
ME: “Of course who is your customer?”
RETAILER: “Everyone from 18 – 65……..
ME: ️️️ Sigh….. 🫠 🥲 
 
Let me show you the math….
$100 spend on Facebook Ads per day
Targeting 18 – 65, all genders (21 million people) 
Average clicks to site = 500
Average conversion rate at 0.5% = 2.5 sales per day 
Average Basket Size = $60
Average return on ad spend (ROAS) = $150 
 
For every $1 you spend you are getting a $1.50 return  (take out all your costs, product costs, staff, and digital it means you are probably not breaking even!). Knowing your customer will reduce the cost of acquisition. Drive more customers both into store and online, who are more likely to buy!
Customer persona

Voice of the customer ️

Often we try to sell to customers what we have, instead of understanding what they want. We use our language, instead of their language. Talking to your customer in their voice creates greater connection and engagement and increases sales. To find their voice, look at your reviews. Listen to what people ask for in-store. Use their language on your website and across your social channels.

🗣️ "If you had some magic power and were able to discover exactly what customers are craving, and if you also knew how to produce their dream product at a low price, then you would be guaranteed to get rich! Therefore, capturing the exact Voice of the Customer is like striking gold." 

~Kai Yang, Author of Voice of the Customer: Capture and Analysis

Shane & Kelly Ecommerce Growth Strategy Session (customer)

EOFY Half Day Digital Strategy Session 

Building a sustainable Ecommerce growth strategy that drives conversions and revenue is an exercise that can take some retailers weeks, and months and in some cases doesn’t get completed.
 
Special offer, Shane Lenton, CIO of CUE Clothing Co and Founder of Unified Commerce and I will be running a half-day strategy session for retailers on the 28th of June at 9 am -12 pm. 
 
Shane has over 20 years of experience across a variety of industries including retail, finance, media and government with a track record of delivering industry-leading and awarded solutions.
 
Book into a half day planning session to get access to templates, tools, a framework and over 40 years of experience in growing digital.

Growth hacking with Tim Doyle

Growth Hacking with Tim Doyle

Tim Doyle is one of the most renowned marketing minds in Australia. Tim joined Koala on 21 November 2016 in a strategy role – at a time when the business was 12 months old and already doing $2m a month. In March 2018 Tim was moved into the head of marketing, which he held for 10 months to January 2019. During this period the business grew from $35m to $56m a year – an increase of $21m during his time at Koala. More recently, Tim launched Pilot, a direct-to-consumer brand, and raised more than $8m in funding. Tim is also a growth advisor to Sydney-based design company Canva.

Growth Hacking with Tim Doyle

I did an amazing session with Sandradee Makejev and Sina Klug with City of Sydney in the reboot series. In this session, They covered: 

  • How to market your business
  • How to grow your business and build an audience
  • Insights into growth hacking

Missed this valued packed session? Watch Growth hacking with Tim Doyle session HERE.

All the reboot series downloads, check them out HERE

There are 9 events in total, happening Tuesdays 12 -1 pm. Covering digital platforms, content and storytelling, how to grow your social media following and getting the most out of Google and today’s financial fundamentals. If you would like to rewatch for these events, hit the button below! 

To keep up to date on my events, follow me on Insta and join The Retail Edge Facebook page for tips, tricks, and time hacks. Want to learn more about Ecommerce and growing your online store, click HERE to find out more. 

Nailing your marketing mix with Sandradee Makejev and Sina Klug

Nailing your marketing mix with Sandradee Makejev and Sina Klug

Sandradee Makejev the Founder and CEO of St Frock was working in fashion PR and marketing when she started a humble Bondi Beach market stall. Caught up in the Sydney dust storm of 2009 and looking for a better way to connect with customers outside of the markets she created online fashion boutique St Frock. Through clever use of social media and continuous innovation she has built a $15 million business while remaining self-funded, operating her own DC and employing 35+ staff. Sandradee ranked #7 in the Top 50 People in Ecommerce 2020 and St Frock ranked #1 for Most Engaged Brand on Facebook Australia 2020.

Sina did a degree in Hospitality and Business Management, worked in customer service at the MEININGER Hotels.
Went on to do a masters in Communication and Cultural Management. A self-taught baker Sina Klug and her business partner Jacques Dumont bought a second-hand oven and started selling gluten-free and vegan baked goods at Bondi Farmers Market. Today they have a store in Balmain.

Nailing your marketing mix with Sandradee Makejev and Sina Klug

I did an amazing session with Sandradee Makejev and Sina Klug with City of Sydney in the reboot series. In this session, They covered: 

  • Which channels, content, and audience growth strategies do our guest speakers lean on for success
  • Some of the biggest challenges our guest speakers have faced due to growth
  • About some of the most successful campaigns from St Frock and Nutie Donuts
  • Insights into how to grow followers that love you
  • Which channels should you invest in
  • Insights into conversion, content and paid advertising.

Missed this insightful session? Watch Nailing your marketing mix with Sandradee Makejev and Sina Klugl session HERE.

There are 9 events in total, happening Tuesdays 12 -1 pm. Covering digital platforms, content and storytelling, how to grow your social media following and getting the most out of Google and today’s financial fundamentals. If you would like to register for these events, hit the button below! 

Next Session: 31st May 2022: Growth Hacking with Tim Doyle. Register for my session, HERE

To keep up to date on my events, follow me on Insta and join The Retail Edge Facebook page for tips, tricks, and time hacks. Want to learn more about Ecommerce and growing your online store, click HERE to find out more. 

Grow your brand with Instagram with Mya Nichol

Grow your brand with Instagram with Mya Nichol

Mya Nichol teaches entrepreneurs and business owners how to organically grow on Instagram and market to their target audience. Over the last 7 months she taken her own account from 4k to over 140k in followers. She has worked with over 500 clients and has 1000+ students enrolled in her courses & membership.

Grow your brand with Instagram with Mya Nichol

I was fortune to talk to the amazing Mya Nichol with City of Sydney in the reboot series. In this session, Mya covered: 

  • The secrets of the Instagram algorithm 
  • How to grow your Instagram followers
  • Tips to accelerate your business. 

Missed this insightful session with Mya Nichol Watch Grow your brand with Instagram with Mya Nichol session HERE.

Download Mya’s 100 hook ides HERE

There are 9 events in total, happening Tuesdays 12 -1 pm. Covering digital platforms, content and storytelling, how to grow your social media following and getting the most out of Google and today’s financial fundamentals. If you would like to register for these events, hit the button below! 

Next Session: 24th May 2022: Nailing your marketing mix with Sandradee Makejev, founder and CEO of St Frock and Sina Klug, founder of Nutie Donuts. Register for my session, HERE

Driving growth with online search with Kelly Slessor

Driving growth with online search with Kelly Slessor

Kelly Slessor is an Ecommerce and digital marketing expert, who drives growth and innovation for retail and other hospitality. Kelly has over 20 years’ of experience, knowledge, models and insights, and she applies this in a practical and easy-to-understand way.

I was fortune to have my own session with City of Sydney in the reboot series. In this session, I covered: 

  • How to use Google as your shop front 
  • How to land the front page of Google 
  • Search engine optimisation (SEO) and search engine marketing basics 
  • How to use free and paid digital marketing to grow your traffic, conversions and revenue 
  • How to improve your visibility. 

Missed this insightful session with Kelly Slessor? Watch Kelly’s driving growth with online search session HERE.

Download Kelly’s SEO Checklist HERE

There are 9 events in total, happening Tuesdays 12 -1 pm. Covering digital platforms, content and storytelling, how to grow your social media following and getting the most out of Google and today’s financial fundamentals. If you would like to register for these events, hit the button below! 

Next Session: 17th May 2022: Grow your brand with Instagram with Mya Nichol, Instagram expert and coach.  Register for my session, HERE

Website Plugins that will grow your sales ✅

Website Plugins that will grow your sales

I know you’d much rather be with customers than creating or updating your website 😉, but this digital stuff allows you to connect with more customers more often. Did you know????

              💸 Australians are among the biggest

                    Ecommerce spenders globally avg.

                    spend in 2021 @ $2700.

Foundation Plugins ️️️🛠️

Making sure you have a great foundation is key to the digital customer experience.  Here are some foundation tools and plugins that will make your website creation and growth easier: 

SEO Plugins that help you nail your SEO: Yoast for WordPress users (Free or Pro USD 89) and Plugin SEO for Shopify users (Free or Pro $20). 

Filter Search plugins allow your customer to filter products by categories, attributes and product tags, etc: Woof for WordPress users (Free or Pro $39) and Product filter & search for Shopify users ($19/ month). 

Design & layout tools that allow you to add your own design to your product pages: Elementor for WordPress users (Free orPro USD 49) and Page Fly for Shopify users (Free or Pro USD 49). 

Up-Sell and Cross-sell plugins that show the up & cross-sell on your checkout: Upsell order bump for WordPress users (Free or Pro USD 40) and Revy for Shopify users ($19.49/ month).

Abandon cart plugins that help you convert and encourage the customer: Cart bounty for WordPress users ($48 one-off) and Consistent cartKlaviyo for Shopify users (Free or Pro $29).

City of Sydney Reboot Series⁠ 🗣️ 
Next week, will be our 5th session of the reboot series! I have loved spending time with Naomi, Mel, Lisa, Wayne and Ronny and can’t wait for the Driving growth with online search session. 
 
If you missed out on these sessions, here are the recordings: 
Next Session: 10th May 2022: Driving growth with online search with myself, Kelly Slessor, E-commerce expert. Register for my session, HERE

Storytelling content that connects with Wayne Quilliam and Ronny Hermosa

Storytelling content that connects with Wayne Quilliam

Wayne Quilliam is an Aboriginal artist, storyteller and digital creator at aboriginal.photography. With more than 30 years’ experience of creating culturally meaningful content, he has built a reputation of trust and friendship in communities from the Torres Strait to Tasmania, from Broome to Ballarat and everywhere in between. Wayne has collaborated with more than 50 Indigenous communities across the globe to create their first digital story. 

Ronny Hermosa is a video producer and a digital marketing consultant. With this website, we wanted to build the largest video & photo library about the fair trade producers. You can purchase our content to develop your own marketing campaigns.

Storytelling content that connects with Wayne Quilliam

We had the amazing storytelling geniuses with City of Sydney in the reboot series. In this session, Wayne and Ronny covered: 

  • The importance of stories in the digital world
  • How businesses create their stories
  • How to translate stories into imagery and video online to capture attention.

Missed this insightful session with Wayne Quilliam and Ronny Hermosa? Watch Storytelling content that connects session HERE.

Download Ronny’s slides  HERE

Wayne is running Cultural Immersion during Reconciliation Week (27th of May – 17th June), hit the button below to check it out!

There are 9 events in total, happening Tuesdays 12 -1 pm. Covering digital platforms, content and storytelling, how to grow your social media following and getting the most out of Google and today’s financial fundamentals. If you would like to register for these events, hit the button below! 

Next Session: 10th May 2022: Driving growth with online search with myself, Kelly Slessor, E-commerce expert. Register for my session, HERE

Content that drives clicks with Lisa Muxworthy

Content that drives clicks with Lisa Muxworthy

Lisa has been a journalist for more than 20 years, having started her career in community newspapers. After years of reporting on politics, health and general news, Lisa edited The Southern CourierThe Mosman Daily and The Manly Daily. She started at news.com.au as deputy editor in 2012, before being appointed editor and now editor-in-chief. 

Content that drives clicks with Lisa Muxworthy, news.com.au

I was fortune to interview the wonderful Lisa Muxworthy with City of Sydney in the reboot series. In this session, Lisa covered: 

  • How to build an audience
  • Which content drives the biggest click-throughs
  • How to pitch to media.

Missed this insightful session with Lisa Muxworthy? Watch Lisa’s Content that drives clicks session HERE.

Download Lisa’s Content checklist HERE

There are 9 events in total, happening Tuesdays 12 -1 pm. Covering digital platforms, content and storytelling, how to grow your social media following and getting the most out of Google and today’s financial fundamentals. If you would like to register for these events, hit the button below! 

Next Session: 3rd May 2022: Storytelling content that connects with Wayne Quilliam, Aboriginal artist, storyteller and digital creator at aboriginal.photography.  and Ronny Hermosa, Canva Creator and all-round digital guru. Register for my session, HERE

Create a winning online store with Kelly Slessor

Create a winning online store | Kelly Slessor

Kelly Slessor is an Ecommerce and digital marketing expert, who drives growth and innovation for retail and other hospitality. Kelly has over 20 years’ of experience, knowledge, models and insights, and she applies this in a practical and easy-to-understand way.

Create a winning online store | Kelly Slessor

I was fortune to have my own session with City of Sydney in the reboot series. In this session, I covered: 

  • Which e-commerce platform is right for your business 
  • Which plugins will help ‌grow your business
  • What combination of platforms and plugins will really drive results.

Missed this insightful session with Kelly Slessor? Watch Kelly’s create a winning online store session HERE.

Download Kelly’s website audit HERE

There are 9 events in total, happening Tuesdays 12 -1 pm. Covering digital platforms, content and storytelling, how to grow your social media following and getting the most out of Google and today’s financial fundamentals. If you would like to register for these events, hit the button below! 

Next Session: 26th April 2022: Content that drives clicks with Lisa Muxworthy.  Register for my session, HERE

Traffic Vs Conversions

Traffics VS Conversions
I get asked every week, almost daily, “how do we grow our traffic?”
 
I work with a wide range of retailers, from Butchers, to Bakers to Candlestick makers, earning anything from a few thousand dollars to $10 million-plus. The answer is always a question:
 
What is your conversion rate? 
You see, there is no point driving traffic to a website that isn’t converting. It’s like renting a store, paying for the fit-out, spending lots of money on local advertising and ignoring the customers when they walk in.
 
                            💬 Brands spend just $1 on conversion rate 
                               optimization (CRO) for every $92 spent
                               on customer acquisition (Econsultancy)

 

Conversion rates vary, across the 100’s of retailers I work with, the good performers convert at 2% +

WARNING RANT COMING: On average instore conversions are at 30%, food retail at 90%, digital converts at 2% which clearly shows we are getting are doing something really wrong with this digital stuff.

Industry conversions

Conversions Rate Checklist ✔️

1. Imagery: Good product images get 30% more conversions. If you don’t have a graphic design team or you’re flying solo, here’s a quick canva hack to make your imagery more consistent. 

2. Product Page Copy: Write in the “voice of the customer”, look at your reviews, listen to your customers in-store and use their language on your product descriptions. Often we get very creative OR technical with our product descriptions; your product or service pages are your store.
Check out Oodie Product descriptions, for a great example of how it should be done.

3. Simple checkout: Reducing the number of fields on a form from 4 to 3 can increase conversion rates by 50%. Is your checkout simple? – too many buy options can be a distraction.  

4. Speed: having a fast website is so important that Google ranks you on it – here’s a tool to check your page speed.
 
5. A strong call to action: make sure your buttons clearly stand out, use colour psychology don’t use red (psychology of colour = danger)
 
 If you need any help grow your digital channels, get you set up online, or create content that connects, please do not hesitate to reach out, book a strategy session or a call with me.

City of Sydney Reboot Series⁠ 🗣️ 

I have been working with the City of Sydney and NSW Government Business Connect Program, to develop a series of FREE small business education webinars – we’ve had 3 so far, with the amazing  Naomi Simson, and Melissa Browne.   I delivered a session yesterday, on all things digital.  We have 6 sessions to go with leading experts covering social media, content, storytelling, and SEO, you can register with the link below and watch the previous sessions. Mine will be published tomorrow – I will send you the link next week.
 
 
 
Next session on 26th April 2022:  Content that drives clicks with Lisa Muxworthy, editor-in-chief at news.com.au. Hit the button below to register.