I sat down with Alma Brosnan (Head of Social Media with Fuzion) recently for an episode of the Win Happy podcast to discuss some of the latest trends with social media and digital marketing and the different things that anyone in business should be looking out for this year.
We had a really great conversation, and whether you are someone operating in a B2B (Business to consumer or community) or a B2B (Business to Business) sector the conversation is well worth a listen.
While things keep on changing and evolving and you always need to be alert to these changes, the one thing that never changes is that vital never ending job you need to do to have a successful business or organisation:
You need to keep on telling your story to your target audiences, wherever they are and whether they are looking or listening it is your job to reach them.
So, absolutely …watch those trends, know and understand where and how to reach your audience today and tomorrow but always:
Know your story and what is special about it
Know your target audience(s) and how your story resonates with them
Make sure that when your audience come looking that you convey that story quickly and accurately
Have a plan that proactively tells your story all of the time
And as I say on the Win Happy podcast….Thanks for listening!
When the government pulled the plug on our supermarkets in the middle of Covid (if things weren’t miserable enough) from “multi-buy” offers on alcohol and including them in their “loyalty points” or “€10 off 50” deals, it was time to change my drinking habits!
The change of habit wasn’t drinking any less but it was a change as to where I was now going to purchase my wine!!
So instead of typically buying my six bottles as I was doing with my grocery shopping, I had now moved to purchasing a case of 12 from one of the online suppliers!!
The little piece of magic in this whole e-commerce transaction was a timely email (they send them approximately once per fortnight) from the wine supplier with the latest “20% off Italian wine” or “New wines from Portugal” teaser message, which would prompt me to click, click, click, start browsing and then selecting, then to checkout, credit card details please, confirm transaction and presto!
As we have all been working from home getting a case of wine dropped to the front door isn’t an issue as there is always someone here to take it in. Add to that the convenience and the joy of opening a case and seeing what you did actually order.
From the wine suppliers point of view their simple email was a powerful piece of marketing / promotion – their email hits my inbox in the middle of my busy days and it nudges me gently to consider stocking up and despite being really really busy I invariably get diverted for 5 minutes to quickly place the order (in truth it isprobably quicker than browsing the aisles in the wine section of the supermarket and there is extra information about each wine available to me).
Nudge, buy, nudge buy, nudge buy…
This company were emailing me for years BUT it was only when the supermarket scenario changed that they became relevant to me.
The whole process was very effective and efficient and on some days the mixed cases of wine would actually be delivered on the day I placed the order.
I was happily doing this for months and when the 5km restriction lifted I was looking forward to placing an order for some extra special wine as we were about to take a week’s break at beautiful Sheep’s Head in West Cork.
Just to be sure I rang the company the morning before we were due to head off to ask if the delivery would be with us before 2pm the following day – I wanted to be sure we had wine on time and also to be sure it wasn’t sitting outside the front door for a week!
“I’m sorry but we can’t guarantee delivery before 48 hours” I was told by the voice that answered..
“That’s ok, but I know your deliveries are really prompt. I order from you the whole time, can you at least check with someone?”
“Em, no there is nothing I can do, that is our policy” (that response always sets me off…)
“Can you please check at least?” …. “No, sorry, that is our policy“.
I was really disappointed and made a mental note to try to find an alternative supplier when we came back from our week’s holiday.
Despite this decision of mine the compelling, well timed emails kept coming every two weeks and I kept ordering until one day when I was making a brief visit to the office I popped into my favourite wine store in town and was delighted to chat to the friendly staff there and asked them to make a special recommendation for a meal that night.
As they were wrapping my purchases I apologised to them for not being in there for a while and explained that I had been working from home during lockdown and resorted to online ordering.
They politely informed me that they did online deliveries, something I never realised but I was surprised as I was sure that I was on some database of theirs.
I told them about the “trick” about the fortnightly e-newsletter that their competitor was employing to great effect and their response to me blew me away..
“We don’t like to sell or force ourselves on anyone”
“Ah come on guys, are you for real? Have you any idea what you are missing out on. Of course it’s selling, but it is also informing and prompting and all part of their service”
Eventually they considered what I was saying and said they would mention it to the franchise owner.
Because I really like them (and they do have great wines!) the next time I needed a wine top-up I looked for their website and ordered my case from them and not the other crew.
The order was delivered swiftly and the next time I ordered I was pleasantly surprised to see an extra bottle that I hadn’t ordered come with the delivery as a gift with a special note of thanks from the owner for giving them the business.
To wrap up my “wine story” I have continued to order wine from my favourite wine store, they still don’t send out e-newsletters with offers, news or suggestions which I would really appreciate but I am really happy to give them the business because they are nice and they do appreciate the business.
The biggest irony of all is that when the e-newsletter comes in from their competitor I use their well timed email as a prompt to order from them!
As for the competitor, their regular customer has disappeared and they will never know why unless they spot this change of trend and ask the question…
Mrs “sorry there is nothing I can do” sent me and my business on my way.
The e-commerce lessons we learn from this story:
Get online
Make sure your customers know about the service
Get an e-mail database going and use it tactically and frequently
Make it easy for people to sign up
Be efficient at processing orders
Look at patterns of ordering and try to figure out why when it changes
Build a relationship with the customer just like you do in person
and remember….there is always something you can do!!
I received an email newsletter from a really fantastic brand this week that featured special offers, new products, deal bundles and suggestions for Father’s Day gifts.
Visually it was executed well as I have come to expect from the brand, with superb photography that showcased the quality product range perfectly, clearly placing it the very “premium” category, which it most certainly is in.
However, there was one huge, but very simple thing missing from the e-newsletter.
They left a big part of their brand behind, and in the “click of an email campaign” they managed to relegate who they were to a lower league and they became another commodity retailer.
Even though they have my name there was no personalised “Hi Greg” and there was no attempt anywhere to start the communication with a friendly on brand message, nor any attempt to briefly update me on the recent exciting developments (things relevant to the reader) in their business.
The view might be that people have no time for any of that when they are online and it should be “BOOM” lets get straight down to business, but the crazy thing is that this company is the total opposite of this – they pride themselves on customer service and the relationship with their customers, and in person there is no one better but for some reason on this occasion they left so much of what makes them special outside the door!
The big lesson in this ….don’t leave who you are outside the door just because it is an online e-commerce transaction.
What a hard to believe, crazy time that we are all knee deep in!
For some it is incredibly busy, coping with fulfilling unprecedented demand in difficult circumstances, for some it is somewhat damaging and messy and for others this “pause” is devastating and real solutions are needed for immediate survival and to plan for a much needed return to some type of normal.
The Local Enterprise Office network has implemented a suite of support services to assist businesses at this time.
We would urge you to look carefully at these valuable supports, not only to assist you right now, but also to make your business stronger going into the future.
There are 31 Local Enterprise Offices around the country, all offering these additional supports:
A support we have found to be hugely beneficial for businesses throughout the years is the Trading Online Voucher Scheme.
A second voucher is now available for businesses that have previously availed of this support over the years. Having a strong online presence has never been more important, so whether it’s improving your website and online shop to creating an app, we strongly advise you to check this out.
The Trading Online Voucher can also be used to support the below:
Website Creation
Digital Marketing
Social Media for Business
Search Engine Optimisation
To find more about the online trading voucher and the eligibility criteria visit www.localenterprise.ie and contact your local office.
As well as the Trading Online Voucher, there is a range of different supports available to businesses impacted by COVID-19.
An overview of all supports available:
Trading Online Voucher Scheme Second voucher available
Can you do more business online?
The expanded Trading Online Voucher Scheme helps small businesses with up to 10 employees to trade more online, boost sales and reach new markets.
There is up to €2,500 available through the Local Enterprise Offices, with co-funding of 10% from the business. Funding can be used towards adding payment facilities or booking systems to your website or developing new apps for your customers.
The voucher can also be used towards subscriptions to low cost online retail platform solutions, to help companies quickly establish a retailing presence online.
Business Continuity Vouchers Apply for €2,500 in consultancy
The new Business Continuity Voucher is designed for businesses across every sector that employ up to 50 people.
The voucher is worth up to €2,500 in third party consultancy costs (at no cost to the company) and can be used by companies and sole traders to develop short-term and long-term strategies to respond to the business challenges of the COVID-19 pandemic.
The goal is to help companies make informed decisions about what immediate measures and remedial actions should be taken, to protect staff and sales.
LEO Financial Supports Grants for new and established businesses
COVID-19
Business Loans First 6 months are interest & repayment free
New low rate of 4.5% through the Local Enterprise Offices
The COVID-19 Business Loan from Microfinance Ireland (MFI), in partnership with Local Enterprise Offices, is a Government-funded initiative to support small businesses.
It’s designed for micro-enterprises that are a) having difficulty accessing Bank finance and b) impacted, or may be impacted negatively, by COVID-19 resulting in a reduction of 15% or more in turnover or profit.
LEAN for Micro is available to LEO clients to help build resilience within small companies.
Under this programme, clients can avail of consultancy support with a LEAN Expert (a qualified practitioner), who will work with the company to introduce lean principles, undertake a specific cost savings project and assist the company in benchmarking its performance. LEAN for Micro can also be used to help implement new remote working and physical distancing guidelines.
Mentoring Advice and guidance Now free of charge Grants for new and established businesses
Under the Local Enterprise Office Mentor Programme, clients work with an experienced mentor to identify solutions to areas of exposure within their business. With advice and guidance from their mentor, clients develop strategies that are more robust, which address issues and maximise potential opportunities when the COVID-19 crisis comes to an end.
Training and Webinars Upskill and network remotely,
for free
Local Enterprise Offices have moved training programmes, workshops and networking meet-ups online, covering areas such as cash management in a crisis, leading your business through COVID-19 and advice for employers impacted by the crisis.
Training programmes are free of charge and places can be booked online, through your Local Enterprise Office.
LEO Financial Supports Grants for new and established businesses
For existing companies and potential start-ups that meet eligibility criteria (such as employing 10 or fewer people with the potential for growth and job creation), Local Enterprise Offices can also offer financial supports to help manage current market challenges:
Business Priming Grants
Business Expansion Grants
Feasibility Study Grants
Technical Assistance for Micro-Exporters Grant
To view the full details on the supports available to your business and the criteria visit: www.localenterprise.ie/Response.
Depending on how the situation evolves, criteria may change so please refer to the above website for updates.
I just received an email with an attachment from a firm of Accountants – instead of having their desired reaction and me reading it, I felt compelled to use the same amount of time and actually write a blog post that someone might feel is useful.
The body of the email read:
Dear All,
Attached please find our Newsletter which we trust will be of interest to you.
Should you have any queries regarding the attached, please do not hesitate to contact us.
Yours sincerely,
(Not signed by anyone)
Ok…some email marketing tips if want to have any chance of success.
Dear All
This is insulting and pointless. You have my email address and you more than likely have my name. There is a much bigger chance of me reading it if you personalise it.
Attached please find our Newsletter which we trust will be of interest to you
Jesus, make some attempt at talking to me instead of opening with “attached”.
By the way, the trust part is just silly..
Should you have any queries regarding the attached, please do not hesitate to contact us.
The only query I have is why you are sending out such a pointless newsletter that is just making you look bad instead of the opposite.
Yours sincerely,
How can it be sincere when you haven’t used my name and you haven’t used yours. It’s lazy, not sincere.
Use E-Marketing Software
The big tip is to use simple, low cost, easy to use, easy to customise Email Marketing software that makes all of the above really easy to do.
You can design really nice looking e-newsletters without too much trouble
You can easily personalise the emails to each individual
There are no attachments so it won’t get blocked by some servers
It will tell you how many people opened it and who they are
It will tell you how many clicked the links to your website and who
It lets people unsubscribe easily by just clicking a button
We use a really great service called Mailchimp for our client campaigns – It’s easy to use and quite economical.
Think!!
My last tip, and probably the biggest one of all is to take just 30 seconds and think about the person you are sending it to – how would they feel if they got a generic, cold, patronising email?
There is no doubt that they would have put a lot of time and effort into this newsletter, but instead of it doing a positive job for them, it actually does the opposite.
What’s worse is that most of the recipients will either be clients, prospects or business connections.
Something we always say to clients is…Never write a cheque to make yourself look bad!
Fuzion Blog 