Platonik blog

Goodbarry ecommerce platform acquired by Adobe

Monday, August 31, 2009

Goodbarry ecommerce platform has been acquired by Adobe. You can read the press release here and my review of Goodbarry here.   Read More . . .

Shut up, this is what you need

Thursday, August 27, 2009

I played golf the other day and one of my playing partners has an advertising agency. We got round to talking about business, what he does, what I do, how tough business was, how we dealt with prospecting and servicing customers.   Read More . . .


Wednesday, August 26, 2009

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The e-commerce equation A times U times P equals £

Tuesday, August 25, 2009

A times U times P equals £

Classically trained FMCG (CPG) marketers and brand managers (that's fast moving consumer goods or consumer packaging goods, if you're Yank) are taught there are 4 elements to managing a brand.

A = Awareness
You need to raise awareness of your brand or product. Without people being aware of you, they can't see you or find you.

U = understand
Prospects need to understand what it is you have and how it helps them.

Someone sees a television advert for Head and Shoulders and they think - that's for people with flaky hair skin problems. Is that me ?

If is it, that person then may have P

P = propensity to purchase.
Next time they are in the supermarket and walk up the care product isle, they may pop that dandruff solution in their basket.

Well that's the way classical brand management works.

Of course the above only works when the flaky hair stopper is on the supermarket shelves and the business guys have done a deal on pricing with the supermarket buyers.

So brand managers work on the A x U x P = £ equation.

Selling online works the same way.
You need to be visible amongst your target audience, you need to drive traffic. Be that seo, pay per click, referrals, your high street stores driving online traffic.

People then need to understand what you sell. If you sell commodities like food, clothes, music, it is fairly easy to understand - i like this, i don't like this, I buy, I don't buy.

But if you are selling a new concept or a technical product you need to up your efforts on the U part of the equation.

Then if people like your stuff online, you get enquiries or people completing forms and entered into a crm for ongoing email and personal follow up.This would be the P (propensity to purchase).

And the £ part of the equation comes when they purchase online or over the telephone.

As you see the £ part of the ecommerce equation is at the end.   Read More . . .

When Web Design Has No Value

Saturday, August 22, 2009

"If a beautiful design gets no exposure then it has no value".   Read More . . .

how to add anchor text links in Goodbarry CMS

Friday, August 21, 2009

A short video showing how to add anchor text links within the Goodbarry content management system.   Read More . . .

10 unsexy ways to drive ecommerce web site traffic

Wednesday, August 19, 2009

These are my 10 unsexy but effective ways to drive ecommerce web site traffic. Each one used by some one who actually runs an ecommerce web site.

Google Adwords.
Yes this is very obvious. I set up a website for a printer and used pay per click for one week which enabled them to get their investment back from the leads and sales they received.

Write content every day on your blog.
I started my blog 6 months ago and write a post every day.

Become a guest blogger on another site.
My friend Annie became a guest blogger on a restaurant blog giving first date tips.

Distribute your blog content to twitter and facebook.
When you write something you want to distribute the content far and wide. Here's how to distribute your blog content to twitter and facebook.

Go back to your existing email list.
The reason they haven't purchased is that they are not ready. If you have a good crm system keep a good dialogue going with prospects and educate them over time.

Create an offline direct mail campaign.
Export your prospect list from your crm and create a postal campaign. Have a call to action and get them to attend an offline event with a friend.

Capture data at trade or consumers shows.
Capture the data no matter how busy your booth gets. Make an offer card with an expiry date one month after the show. Oh and capture their name, phone and email address.

Put your url on your vehicles.
Your sales guys won't like it but your web stats package will.

If you have retail outlets add your url to your shop signage
You are paying big rent and rates so re-brand the signage with the domain name being dominant. People browse in store and then shop online in the evenings when you are closed.

Find a bigger website that fits with your business and run an affiliate offer on their thank you page.
The thank you or order confirmation page is under utilised promotional space and if another retailer can make a few quid after their sale, it's a win win for both of you.

So there you go, 10 unsexy but effective ways to drive ecommerce web site traffic.    Read More . . .

Goodbarry ecommerce report versus Google Analytics sales funnel

Monday, August 17, 2009

Here's a short video about to create an ecommerce sales funnel report using Google Analytics. Whilst Goodbarry have an ecommerce reporting tool I don't really think the tool is helpful or insightful enough and I still prefer analysing my ecommerce sales funnel by hand with Google analytics.   Read More . . .

Wireframes for designing an ecommerce web site

Saturday, August 15, 2009

A gentleman called David Clunas introduced me to producing wireframes when starting the design of an ecommerce web site  Read More . . .

How to use Goodbarry's photo gallery, announcement and blog modules

Wednesday, August 12, 2009

A client allowed me to film and show how to use Goodbarry's photo gallery, announcement and blog modules.   Read More . . .

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