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Online Marketing for Food and Beverages Manufacturers - OMSETGO Case Study

Online Marketing for Food and Beverages Manufacturers - OMSETGO Case Study

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Omsetgo.com - Online marketing channels have been a powerful tool way for any businesses to increase sales and gain more customers. Businesses from many industries like food and beverages, education, fashion, and real estate have been adopting online advertising around the world. Here is Nestlé India's Good Food, Good Life video that successfully engaged its audience well:

The video above shows how food can actually make people happier when they share it. It's simple, yet emotional. The family adopted a child and the boy was initially jealous of his parents' attention. Eventually, when the little girl shared food with him, he started to like and accept her in the family.

At OMSETGO, we believe that every business can do something to actually leverage online marketing channels to increase its revenue and customers.

Food and beverages manufacturers are more suitable to actually sell offline in supermarkets and other markets. Unlike fashion products such as clothes, shoes, and accessories that are very suitable to be sold online. The idea is to maintain competitive pricing of its food and beverages products by delivering in large quantity to stores, not direct to consumers. However, this doesn't stop a food and beverages manufacturer to leverage with online marketing. It can actually drive its online audience to buy offline.

Here are a few steps for a food and beverages manufacturer to utilize online marketing:

1. Building an online audience

It is important for a food and beverages company to build an online audience. Consumers have started to stop consuming content from traditional sources such as newspaper, magazine, TV, and Radio. Consumers are using mobile phones to consume contents daily. They search for things on Google, Bing, or Yahoo. They socialize with their friends and acquaintances on Facebook, Instagram, SnapChat, and Twitter. They communicate with their family and friends with WhatsApp, LINE, Facebook Messenger, and WeChat. The watch videos on YouTube, not TV.

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Consumers are spending increasingly more time online on their mobile phones

In order to stay relevant, a food and beverages company need to be a brand that exists in consumers digital life. It can start with building an audience on Facebook and Instagram. These followers will get updates about the company such as new product launch and new promotion.

At OMSETGO, we can help you to build your online audience with our expertise in social media marketing. We help F&B companies to create engaging and relevant advertisements to the right target audience, at the right place and time.

2. Engage online audience and increase brand value

Building an online audience is important, keeping them engaged is also important. When potential customers follow you on Instagram, it means they think you are good. It means the care enough to see your updates. A food and beverages company has to create great and meaningful contents that people want to see.

The content has to always be consumer-centric. It has to include consumers and the brand itself. People care when you care about them too.

Look at some of Coca-Cola's Instagram posts below:

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The photos do not show the faces of the people. The idea is to show that this can be anyone, this can be you! The photos show adventure, friends, love, and fun. The photos show Coca-Cola bottles and red color to indicate that Coca-Cola is always there during the great moments of your life. Coca-Cola successfully tells the consumers that they understand and care about them.

3. Share trackable promotions

Why trackable promotions? Before the usage of online marketing, most promotions are not trackable. Brands usually run a TV Ads, Newspaper Ads, Magazine Ads, then tell the potential consumers that they can get free gift or a promotion for certain product. However, brands do not easily track who actually purchase and use the promotion. How do brands know which advertisement make them purchase, etc?

Even when using online marketing channels and social media, most brands do not track the success of the campaign effectively.

At OMSETGO, we can help you to track and analyze all your advertising data with our expertise in Data Analytics. We can help you track which campaigns drive the most purchase. We can help you to know the Return on Investment (ROI) of your marketing budget in various channels.

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At OMSETGO, we can help you know who your customers really are. How old are they? Male or female? Where do they live? What do they like? Where did they find your brand? Where did they find the promotion? We are able to generate meaningful insights for your company.

4. Increase word-of-mouth marketing to build larger customer base

Word-of-mouth is one of the most powerful marketing that can make a business successful. We generally believe in our family and friends. We believe in people with experience and knowledge. Whenever our family and friends recommend something for us, we would consider it, because we know that they care about us.

This can only be achieved by engaging the audience and understanding them with data analytics, then running relevant and meaningful marketing campaigns. We will be able to improve our product and brand to be able to make the audience becoming our fans. Apple successfully made the audience love them. Their customers eventually promote Apple products to their family and friends. In return, they are one of the most valuable companies in the world now.

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Creating a great online advertising campaign is not easy. Understanding the effectiveness of the campaigns and generating useful insights are even harder. OMSETGO strives to bring excellence in utilizing the best technologies to help you grow your food and beverages company, to help you craft the best online marketing tactics, to help you understand your customers better.

About OMSETGO Digital Marketing Specialist

OMSETGO is all about increasing your sales. OMSETGO is a Digital Marketing Specialist with expertise in Search Engine Marketing, Social Media Marketing, and Data Analytics. We have seen many businesses that have spent huge budgets in various media without being able to really understand the success rate of their campaigns.

We believe there must be a better way. OMSETGO utilizes the best technologies to assist our clients to gain high Return on Investment (ROI) for their marketing campaigns.

Reach us: omsetgo@gmail.com

Increase Book Sales of an Author - OMSETGO Case Study

Increase Book Sales of an Author - OMSETGO Case Study

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Omsetgo.com - There is a new book being published every 30 seconds. Currently, more than 32 million books are available worldwide. The book industry is indeed a very competitive space. The most famous books will be sold in the quantity of millions of copies. While the rest will only be sold in the number of hundreds or thousands. How much income does an author make?

A research has shown that the median income for all authors worldwide is below $5,000. There are of course exceptional authors like J.K. Rowling, the author of Harry Potter. 'Hybrid' authors who distribute their books with traditional publishing method and also self-publishing make more sales from the rest.

A survey shows that traditionally published authors making a median annual income of $3,000–$4,999, and independent authors a median of $500–$999. So-called hybrid authors, however – those who publish in both ways – did best, earning $7,500–$9,999 a year.

  1. Traditionally published authors: The book is published by a publisher.
  2. Independent writers: The book is self-published.
  3. Hybrid authors: The book is published by a publisher and self-published.

So, how do we actually increase book sales of an author? Digital marketing is the key, whether self-published or published by a publisher.

Imagine an author publishes a book and then expect someone to discover his/her book in a bookstore. It is tough and unlikely for someone to actually be very interested in the particular book when they see it. There are thousands of books in every store. It is unlikely for many people to choose to pick up your book if they do not know you previously.

However, a book has its own advantage. As an information product, it is searchable online if people talk about it in forums or mentioned by bloggers in their posts.

Amazon.com has become a giant e-commerce company and it started with books. Why? People actually search for books online, because looking for a specific book in the store is tiring.

So if you are an author and you are not leveraging on online marketing channels, you are missing out a lot.

Moving on, we will discuss on how authors can improve their book sales.

Increase book sales of an author with more sales and marketing channels:

1. A website is the most important channel an author can have.

A website is customizable according to what the author is all about. It can also be filled with the identity, the story behind the book, blog posts, and a way for readers to directly purchase the book from the website. It is a presence online that an author can control. It is also the place for an author to gain subscribers, loyal readers, and communicating with them time to time. A website is a place where people can know an author better and understand deeply who he/she is, provided the author writes blog posts regularly to share his/her thoughts and updates.

Eric Ries, the author of The Lean Startup has been raising an awareness about the book through startup community and getting subscribers on its website. Lean startup is a method for developing businesses and products first proposed in 2008 by Eric Ries. Based on his previous experience working in several U.S. startups, Ries claims that startups can shorten their product development cycles by adopting a combination of business-hypothesis-driven experimentation, iterative product releases, and what he calls validated learning.

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As of now, The Lean Startup's website has about 100,000 visitors every month, constantly giving them hundreds or thousands of potential buyers every single month.

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Now let me ask you a question, does a book without a website can have 100,000 interested viewers per month? Maybe yes, maybe no.

2. Social Media is the way to engage with your readers or potential readers.

Social media is one of the best ways to gain loyal fans and followers. This is the place where an author can talk to their audience and builds a personal brand. Gary Vaynerchuk is the author of the books Jab, Jab, Jab, Right Hook and CRUSHIT! He uses almost all channels of social media to engage with his audience. Channels include YouTube, SnapChat, Instagram, Twitter, and Facebook.

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He currently has 180,000 subscribers on YouTube alone.

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Gary Vaynerchuk's social media channels are being updated daily.

With all these channels, Gary has created a personal brand that represents entrepreneurship, hustle, and straightforward truth.

Gary's total followers as of 9 April 2016: 2,270,626++

  1. Facebook: 554,867 likes
  2. Twitter: 1.24 million followers
  3. YouTube: 180,759 subscribers
  4. Instagram: 295,000 followers
  5. SnapChat: ???

Authors have to constantly post updates and engage with their loyal readers with social media, or someone else will do it. Authors are in the business of attention. If you are an author and you have not built a large engaged audience, you are missing out a lot.

3. Sell everywhere: Online stores and offline stores.

If an author has been selling his/her books in a bookstore chain, that is really great. However, there are still many places he/she can sell the book. Look at where The Lean Startup is being sold online: Amazon, IndieBound, Barnes & Noble, Powell's Books, Borders, Random House. It is even sold in ebook format. Followers have many options to choose from!

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Gary Vaynerchuk also sells his books in many channels, you will always be able to find it by a quick search in those online stores.

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The idea is to make it very easy for a reader to find the books. The process of finding the book has to be seamless for a potential reader. If it is very difficult to find a book, it will indicate that the book is not famous enough. People believe in famous books, fame indicates value. The more people talk about a book, the more valuable it seems. The more stores selling the book, the more popular it seems.

After the channels are all ready to be used. The next thing to consider is to build an audience or traffic to come to the website, social media channels, and online stores.

Increase book sales of an author with digital marketing campaigns:

1. Search Engine Marketing: Make sure potential readers can find you.

Imagine when someone searches for a particular book and cannot find it in Google. What would he/she think? "The book is not that famous", "Is the book really good?", "Why doesn't it have a website?"

Those are the thoughts that would appear if someone can't find a book when he/she searches for it. The purpose of search engine marketing is to make sure that people can find the book.

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As you can see from the screenshot above, the first result is an advertisement by a company called LivePlan that leverage from the search traffic of people looking for The Lean Startup book. The next 3 results are links that actually bring visitors to the right website about The Lean Startup.

LivePlan is selling tools for entrepreneurs, which is the same audience that searches for startup books. By using a simple search engine marketing. LivePlan gains high-quality traffic of entrepreneurs that might be their customers.

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LivePlan's landing page targets entrepreneurs

This is just an example of how powerful search engine marketing can be, if we use it well. Search engine marketing is one of the best ways to deliver our products/services when people need it. People usually search for something because they want to know more about it, need it, or want it. All of the three are awesome for business.

2. Social Media Marketing: Get new readers and sell to website visitors.

If a search engine is a place where people look for something, social media is where they hang out. Social media is where they see new stuff and develop a demand for something. Social media marketing is a must-do strategy in 2016. We can now target very specific audiences that might be potential readers such as:

  1. Gender: Male
  2. Age: 20 - 40
  3. Location: San Francisco
  4. Interest: Entrepreneurship, startup, business.
  5. Education level: College, MBA.
  6. Placement: News Feed
  7. Many more
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Rick Mulready is selling me his course through Facebook Ads

From the example above, we can see that people are showing ads in my Facebook news feed. They know what I am interested in, I learn about various digital marketing strategies that can help people to increase sales with online media channels.

With social media marketing, we can get new prospects that might be interested in our products/services with our own customer personalization, or target market we want. We can also show ads to people that have already visited our websites before, or those who almost bought our books.

3. Content Marketing: Write blog posts or articles that matter to the target market.

Blog posts can be a good way to generate traffic to a book's website. A blog post can be a little bit of information about how valuable the book is. It can share the fundamental idea of the book, and if people like it, they can purchase it!

Ash Maurya, the author of Running Lean, has been writing blog posts to generate relevant traffic to his website.

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The blog posts have done a really great job considering the 200,000 website visitors the website gets every month.

The blog posts share stories about how Ash Maurya develops the Running Lean book using its lean startup principles. Yes, the way he develops the book is included inside the book itself. That's a very interesting way to market a book.

Conclusion

Digital marketing is the key to increasing book sales of an author. As of now, there is almost no better way to get the results like how search engine marketing, social media marketing, and content marketing can deliver. Utilizing various channels like a website, social media, and online bookstores are also ultimately important to make sure people can know about an author's book, know about the author, love them, and purchase the book.

About OMSETGO Digital Marketing Specialist

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OMSETGO is all about increasing your sales. OMSETGO is a Digital Marketing Specialist with expertise in Search Engine Marketing, Social Media Marketing, and Data Analytics. We have seen many businesses that have spent huge budgets in various media without being able to really understand the success rate of their campaigns.

We believe there must be a better way. OMSETGO utilizes the best technologies to assist our clients to gain high Return on Investment (ROI) for their marketing campaigns.

Reach us now: omsetgo@gmail.com

Reduce Cart Abandonment for Fashion E-commerce - OMSETGO Case Study

Reduce Cart Abandonment for Fashion E-commerce - OMSETGO Case Study

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Omsetgo.com - E-commerce industry has been growing rapidly for the past few years. Amazon.com in the United States, Alibaba.com in China, Tokopedia.com and BukaLapak.com in Indonesia have been one of the pioneers in respective countries. The growth is supported by growing consumer demand to purchase products online. In Indonesia, Instagram is booming as a platform to buy and sell products and services. Out of various products and services, fashion products such as clothes, shoes, and accessories are the most popular. In Indonesia, we have thousands of online shops selling these products whether in Instagram, Facebook, or their own website.

The main problem a Fashion E-commerce is usually Cart Abandonment. 

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Definition (from Webopedia): Abandonment is an electronic commerce term used to describe a visitor on a Web page who leaves that page before completing the desired action. Examples of abandonment include shopping cart abandonment, referring to visitors who add items to their online shopping cart, but exit without completing the purchase.

Currently, the average cart abandonment rate in the world is 67.91%. It also means that 2 out of 3 online transactions are not successful. (Source: Wikipedia)

These abandonment does not just happen in website e-commerce. It also happens in Instagram, Facebook, and other channels. There is a lot of cancellations in Instagram's purchase online. This causes a lot of E-commerce shops to create rules such as "CANCEL = BLACKLIST", to hinder potential customers from asking questions if they are not sure. This may be good to filter only serious customers, but this would also cause the shop losing many potential customers.

Here are the top 8 things to focus on to reduce cart abandonment in an E-commerce website:

1. Clear pricing
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Most E-commerce shops using Instagram do not show their pricing. There are reasons behind this. Sellers do not want competitors to know their pricing nor they want potential customers to compare price with other shops. Sellers allow potential customers to directly chat them via LINE, WhatsApp, or BBM. This way, only the most interested prospects will directly chat the sellers. Directly chatting has a high commitment to buying.

However, this filter has made sellers lose a lot of potential customers. There are many people that would love to know the price before chatting for inquiries.

Especially on a website where users and the platform interact freely, clear pricing is very important for users to able to make a purchase decision. Without clear pricing, users will doubt the legitimacy of the website.

2. Product descriptions
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Product descriptions such as available sizes for clothes and shoes are very important. Even if the users are interested, they cannot make a decision to purchase before they are convinced that they can wear the products.

Other than size information. Potential customers also want to know what the products are made of, why it is different and worth buying, what the story behind the product is, etc.

3. Stock availability
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It is important to clearly tell users about the availability of a particular product. If a user doesn't know it, he/she may continue doing actions that give him/her no results and waste time. That is a bad user experience.

4. Shipping cost charges and duration
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Shipping charges have to be clearly stated and easily changeable to other currencies (for international buyers). Users do not like hidden charges that occur when they are going to pay for something.

Shipping information is important to tell users when it will arrive at their homes. Sellers can also mention how long it will take for products that are out of stock to be sent to the customers if they want to purchase it.

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Offering free shipping can be a very good way to persuade users to buy. Everyone loves free stuff. About 58% of potential customers abandon the cart after seeing shipping charges. This is especially true for low-priced items, customers would feel that the shipping charge of 7 dollars does not worth their money for a 15-dollar product. FREE Shipping is king. Sellers can offer free shipping if customers purchase at a minimum amount, such as 80 dollars total purchase value.

5. Photos
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Photo Credit: Bro.do

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Photos with models wearing the products are effective to present the appearance of the products. High-quality photos represent high-quality products. People love to see visuals before they buy. Photos from multiple angles are also useful to make customers understand how they will look if they wear the product.

6. Offers and discounts
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Photo Credit: Forever 21

Users love to get value. Offers and discounts with limited time are effective to make customers purchase immediately. However, sellers need to make sure that the offers and discounts procedures are clear and seamless. Sometimes promotions are not straightforward and require customers to do certain things such as sharing an image with certain hashtags or mentions. Many potential customers might not understand the procedures and become disappointed when they find out they are not eligible for the promotions. Simplicity is the key to creating a successful promotional campaign.

7. Video tutorial for innovative products
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Video Credit: Darcy George

For sellers with relatively innovative or new products, showing a video tutorial is the best way to demonstrate how to use the innovative product.

Photos of the steps are good enough for printed media. However, a video is still more effective to communicate methods to the audience, especially in a website and social media platforms.

8. Website load speed
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Users expect everything to be quick and seamless. If an E-commerce website loads slowly. Users will feel that the website is not powerful enough and assume the store is not professional.

Slow website load speed also lowers trust and momentum for potential buyers to purchase. It is important to test the load speed of an E-commerce website time to time, especially after adding many new products to the website.

We can test our website load speed with Pingdom Website Speed Test Tool or  GTmetrix Website Speed and Performance Optimization (It also provides recommendations on how to improve it).

About OMSETGO Digital Marketing Specialist

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OMSETGO is all about increasing your sales. OMSETGO is a Digital Marketing Specialist with expertise in Search Engine Marketing, Social Media Marketing, and Data Analytics. We have seen many businesses that have spent huge budgets in various media without being able to really understand the success rate of their campaigns.

We believe there must be a better way. OMSETGO utilizes the best technologies to assist our clients to gain high Return on Investment (ROI) for their marketing campaigns.

Reach us now: omsetgo@gmail.com