Tag Archives: social media

Five fold increase in web traffic?

ImageEveryone loves a success story, but getting a five fold increase in unique visitors is quite dreamy. Here’s the story of Julian, his cattle and how Go 2 Market turned up the heat.

Go 2 Market started working with Julian Downs of Rannoch Meats in early February 2013 to help better understand the prospects for growing their farm direct beef sales. Julian, an IT professional during the week, and his wife raise Red Devon cattle in Greytown property in their spare time.

Rannoch Meats had been selling direct to the public for a few years and wanted to crank up sales. With little spare time on their hands they needed someone to come in and quickly assess and provide options around channels, recommend changes to current marketing and generate sales.

Go 2 Market quickly engaged with the hospitality sector to understand their requirements, the competition and the opportunities for a local food producer to get attention.

When introduced to the idea, Wellington restaurants liked having local beef on the menu especially if it came from a lesser known heard of bred of cattle. By calling in to speak with the chef at Ti Kouka Go 2 Market was able to have Rannoch Meats Red Devon beef feature in the restaurant’s dish for the prestigious Wellington on a Plate competition. Calls to other restaurants were also positively received and soon there was interest a plenty for Julian to followup.

The outcome was much the same for direct sales to home buyers. Go 2 Market spread the word and it didn’t take long for people to understand the value proposition of buying beef direct from the farm. Part of this awareness raising took place as a result of a survey. Go 2 Market surveyed past, current and prospective customers. The results were very informative and were turned into actions including communicating the main information customers wanted, more promotion, and changes to delivery.

Social media also played a part in awareness raising including reaching out to bloggers in the food community. As a result Rannoch Meats was promoted in a number of food related blog posts.

The outcome of all the calls, emails, social media and conversations, was an exponential increase in awareness of Rannoch Meats. Over the five week period of Go 2 Market’s engagement Rannoch Meats website had more than five times the number of unique visitors it had for the same period in 2012. Every day the traffic was higher relative to the same period the previous year.

Pleasingly, there were also 23% more page visits and 9% more time spent on the site. The bounce rate also dropped by 30% as proportionately more people reached the site they wanted, www.rannochmeats.co.nz Best of all, increases in all metrics over the same period last year continue to be at very high levels even after the engagement with Go 2 Market.

Julian has the final word on the engagement “Objectives have been achieved and I am one very happy customer of Go 2 Market.”

Thanks Julian, bon appétit!

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Yes really, free publicity

Anyone can do it and while there’s no free lunch there’s a good possibility you can get some good free publicity.

I believe anyone can create their own PR. And as the business owner/product manager who is better placed than you. You’re the one who probably knows your product or service best, and are the most passionate about its success.

Media (magazines, radio, newspapers or TV) are not likely to be interested just because you have a new product/service. They are looking for something ‘newsworthy’. This type of publicity is limited to Apple products, products/services with something revolutionary about them, or products/services with a particular angle.

What’s your angle? Ask yourself, what is going to make the media organisation believe that this story is of interest to their readers/viewers?

Determining the media that’s the most relevant to your target market helps you to focus your story. It’s possible that you will create different angles for different media depending on their target audience. In summary, focus on the media that’s right for your target market, and then focus on the angle that’s right for each media.

Of course, you should use also your own media e.g Twitter, Facebook, YouTube. Your customers will expect to see your stories here.

Here are some ideas on how to get some publicity:

  • Oldest/youngest customer using your product/service
  • How your product was used in an innovative way to achieve something noteworthy
  • Hold an open day for people looking for work experience
  • Do you make some unusual deliveries e.g through windows of high buildings, by helicopter, to a very unusual place
  • Promote how your product/service benefits the local community
  • Invite a local celebrity to your business to sign/speak/meet/demonstrate
  • Do something unusual with your physical presence e.g use highly visible or popular paint colours, wear costumes that relate to something e.g the All Blacks, Halloween, olden times.

One of the best ways to get the interest of those who you are pitching the story to is by having an interesting image. Spend time thinking about getting an image that makes people want to know more.

Finally, when you have got the angle and image based on the target market get on the phone. Don’t just send an email called ‘media release’. Media people will be more likely to take your story if you talk to them. They may even suggest an angle that they believe would be most suitable.

Go 2 Market principle: achieving free publicity is possible, but like anything it takes focus and the right approach.

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Social media isn’t for me

Social media may not be your cup of tea personally, but if you’re advertising and your customers are social media users I’d suggest it should be.

Most companies are using social media like Facebook, Twitter and YouTube. For example, Starbucks has created this low tech but warm fuzzy music video on YouTube. Air New Zealand has made a series of interesting safety videos and posts them on YouTube to generate awareness and brand preference.

If you’re a small company you may be wondering what content to pass on. That’s relatively easy; it’s what’s of interest to your customers, or ‘followers’ as they’re called. For example a local deli is using Facebook to tell their followers that they have just taken a batch of muffins out of the oven, or a new food item is now in store.

What else might be of interest to your customers? A good way to find out is to use social media to ask them. For example, ask what would they like to see on special this week or for your birthday? Or would they be interested in a product line extension e.g. delivery service?

Of course your followers will also be posting their questions or concerns. These need to be addressed, as you would if they had contacted you not using social media. The themes of these posts/tweets can be passed on to other followers e.g. the hours you’ll be open over the forthcoming holiday; or what you are doing about resuming supply of a big selling item.

You’ll have something to tell your followers e.g. for florists the process of how the flower market works or for butchers the different cuts of meat; post about your sponsorships; new staff members; new products; awards; media stories; why you stopped stocking a slow moving line; a complementary business; how you’re looking forward to …..

The best way is to start. There’s a heap of advice about how to start using social media including this post about purpose, plan and post. Additionally, here are three essential things:

  • The need to be consistent with your brand
  • It’s about creating a relationship, not one way advertising
  • You’ve got to make a commitment to doing it.

To recap find out what your customers want and pass on relevant information to engage with them.

Go 2 Market principle: if your customers are using social media, get into it. You can make it a very cost effective way to communicate with your customers.

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