Friday, January 23, 2015

Being Green Products Combining Being Good And Being Green All In One Attractive Package

Background

As the months roll on now and we enter the second year of the phenomenally successful Digital Enterprise Program (DEP), I still never stop being so pleased to see genuine SME businesses in their infancy understanding the  nature and importance of the marketer's mantra, namely:
Find and fill the customers unmet need.

This was beautifully reinforced again the other day when doing a coaching session with an exciting young business Being Green, which sells floor care products that are both environmentally friendly and importantly, top performing compared to the other available rival options.        

 
                                                                                       

The Unmet Need

In the case of these products what I found was that rival products either offered multiple product colours that were not  required, limited colour ranges or a lack of complete accessories that would almost certainly be needed including appropriately designed application cloths and scratch sticks not for the floor but for the coated layer that often has been applied to the hard floor, whether it be wood vinyl or other surface type.
Meeting The Unmet Need

When we look at the Being Green Floor Repair Kits (as pictured above), we can being to see why their is so much to like about this particular brand and product range and how it addresses the unmet needs of the market place outlined above.

 Specifically these packs come not only with the predominant colour that corresponds to your particular floor type, but also the likely complimentary colour that will often also be required when repairing any scuff, crack, chip, gouge or scratch marks.

As well as that each pack comes with a purpose made application cloth to apply and shine the wax based repair stick colour as well as an additional pack of scratch stick that can be effectively applied to the transparent, coated layers that are on top of the floor they protect.

Providing Additional Value

To round off a truly impressive total value proposition, the Being Green product range are both non toxic and environmentally friendly, ensuring both the safety of family members and also not adversely adding to alarmingly high levels of difficult to dispose of waste.

I would describe this product as intuitive, useful, laden with economic value and truly attuned to the   needs of its target market audience and as such deserves to have great success.  To have a better look at this and the other equally impressive product lines Being Green have simply click on this link:  http://beinggreen.net.au/

And naturally if you'd like to learn more about Twitter, any of the other Social Media Marketing platforms of digital media in general, simply attend any of the free Digital Enterprise Workshops listed here on: www.vecci.org.au/dep/workshops
and sign up for any of the seven free two hour workshops which will also automatically qualify you for a free four hour coaching session specifically focused on your business needs.

So until next time, good luck and good marketing.
Regards,
Daniele
And naturally if you'd like to learn more about Twitter, any of the other Social Media Marketing platforms of digital media in general, simply attend any of the free Digital Enterprise Workshops listed here on:
www.vecci.org.au/dep/workshops
and sign up for any of the seven free two hour workshops which will also automatically qualify you for a free four hour coaching session specifically focused on your business needs.

So until next time, good luck and good marketing.
Regards,
Daniele. - See more at: http://roadscholarsmarketing.blogspot.com.au/#sthash.lfyhG9mI.dpuf
And naturally if you'd like to learn more about Twitter, any of the other Social Media Marketing platforms of digital media in general, simply attend any of the free Digital Enterprise Workshops listed here on:
www.vecci.org.au/dep/workshops
and sign up for any of the seven free two hour workshops which will also automatically qualify you for a free four hour coaching session specifically focused on your business needs.

So until next time, good luck and good marketing.
Regards,
Daniele. - See more at: http://roadscholarsmarketing.blogspot.com.au/#sthash.lfyhG9mI.dpuf

Wednesday, January 14, 2015

Seven Tips For Twitter Business Success

Today's Road Scholars blog post takes a close look at the key behaviours known to drive higher levels of performance, reach and engagement in what is arguably the most dynamic and talked about digital platform in the world.


Seven Of The Best


1. Make your Tweets 120 characters or less.
Everyone knows that you can put up to 140 characters on your Tweets but don't.
It's important to leave at least 20 characters for people to add their take to what you've tweeted.

2. Use URL shorteners
Again to further maximise your available space the use of URL shorteners such as:
Bit.ly and Goo.gl. Using them will not only free up valuable space but the added advantage is that these created links can be tracked to provide valuable data on the movement of the link through the net.

3. Define your Raison D'Etre
Make it clear what your stand for and by definition why anyone would want to follow you and what it is that they would be learning as a result. All good writers have a broad, overarching narrative that they work under. What's yours?

4. Understand who your ideal target market is
OK you know who they are so what is the likely reason they will want to be there. What are their needs? Information on what.
Demographic, Geographic, Psychographic and behavioural criteria to completely define who you're trying to attract.

5. Vary your choice of media.
Information is more interesting when it is blended with different media options. Twitter has of course bought Vine which allows you to use short 15 second videos.

6. Generate Excitement.
Excitement can be generated in a number of ways. Run a competition, offer special promotions, provide discounts, offer advance access, etc.

7. Use Twitter Analytics.
As in the case of every type of social media platform and central website hub, it is vital to be able to go to the source and keeps close tabs on both how effective you efforts are and also what your key rivals are doing and why they are doing it. To help you with this, Twitter offers the power of Twitter Analytics. Analytics provides insight into user demographics, sentiment analysis, interests, locations and behavioural data.

Bonus. Plus 1.

8. Frequency

Send 4-8 tweets daily
Re-tweet 4 interesting tweets each day
Add hashtags to increase the chance that your tweet will be found.

So by adding these KPI's your tweeting I'm confident that you too will increase your satisfaction, engagement and ultimately business success on Twitter for your company or brand. And a always remember that if you'd like to know more about Twitter, Social Media or any other aspect of marketing, simply And naturally if you'd like to learn more about Twitter, any of the other Social Media Marketing platforms of digital media in general, simply attend any of the free Digital Enterprise Workshops listed here on:
www.vecci.org.au/dep/workshops
and sign up for any of the seven free two hour workshops which will also automatically qualify you for a free four hour coaching session specifically focused on your business needs.

So until next time, good luck and good marketing.
Regards,
Daniele.

Tuesday, January 6, 2015

Why Are Key Success Factors So Important For Business Success

Welcome Back For 2015

Hello again everyone and a very happy new year to you all as we usher in 2015 in what will undoubtedly be a very dynamic and interesting year in marketing and social media.

And to kick us off for January you may remember a while back I wrote a blog post on the key criteria for determining how you accurately establish which potential market segment or segments are the most viable for you and your business, as an important preface to choosing which segments your business will or won't target.


Segment First

Once the business has decided what criteria they wish to segment the market with as detailed in an earlier post but most commonly including some combination of the following dimensions:

1. Demographic
2. Geographic
3. Psychographic
4. Behavioural

From there, specific and defined smaller market segments will emerge and can be individually evaluated on the basis of the Key Success Factors (KSF's).

Key Success Factors

Key (or as it's also sometimes referred to as Critical) Success Factors are those factors that the business deems critical to achieve to be able to be viable within any particular market space to be able to effectively position your brand, consistently meet customer needs, cope with competitive brands, whilst always running efficiently enough to make the whole process economically viable and ultimately profitable. It is not an easy process and may explain why around eighty percent of start-up businesses fail within the first five years of starting business operations.

Examples of KSF's

There are many common examples of widely used KSF's in business that can relate to multiple markets that include but are not limited to:
  • Availability to funding or lines of credit
  • Expertise and specific skill sets
  • Ability to bring in additional employees
  • Access to multi skilled employees that can perform multiple roles
  • Access to additional warehousing space
  • Ability to apply and receive council permits
  • Eligibility for government grants and support schemes
  •  Ability to leverage economies of scale
  • Potential to form strategic alliances with complementary businesses and brands
  • Expertise in cost minimisation, debt collection and short terms of payment
  • The ability to effectively differentiate the businesses product and positioning
  • Sales expertise that can effectively drive qualified sales leads and top line sales


    The Matching Process

    The final step naturally will be  simply a process of objectively matching the compatibility of what each segment requires a business to have and or do to what it has or can get, to see how viable that market slice is for that organisation.  Additionally specific KPI's can then be formulated to ensure that the business continues to achieve necessary standards over time in each of these critical performance areas which again will help maintain long term success.

    There is a full and detailed explanation of this process also provided on the Dan & Matt video series of twelve workshops that fully explores the subtleties and nuances of the process in greater detail and can be obtained online at:

    You will be able to get the full program beautifully packaged with a genuine 30 day money back guarantee if the program does not fully meet your needs.

    So until next time everyone, good luck and good marketing.

    Regards,
    Daniele.




Sunday, December 21, 2014

Hello again everyone and let me start by saying how quickly another year has passed before our very eyes. This week I'd like to take a step back from  Business, Social Media and all things Sales and Marketing and focus instead on something more important.

Namely family and friends and how at this time of year it's certainly a time to reflect on how fortunate we are to be surrounded with so many good people who all help enrich our lives and really help to make life worth living.



On a personal note I'd like to thank all the readers for their support, feedback and input as it makes doing the Road Scholars Marketing blog so enjoyable.  As well I'd also like to wish you and those special to you a very safe and Merry Christmas and Happy New Year.

And so until next time, good luck and as always, good marketing.

Regards,
Daniele.

Saturday, December 13, 2014

Twiiter Currently Testing The New Twitter Offers


Twitter and E-Commerce

With the natural evolution of Twitter and the inevitable movement towards e-commerce, Twitter are now testing on limited basis to some merchants in the USA, the ability to perform commerce functions straight from a tweet on the Twitter site.

Still in its test phase, advertisers will be able to directly connect with their prospects through Twitter and perform eCommerce functionality in selling them their goods and services. This new functionality is called:  Twitter Offers and will allow any participating business to design card-linked offers and promote them via the Twitter network.

Simple System

The Twitter Offers will appear in users timelines, at which point if they like the offer being made by the advertiser, will be able to add the offer to their personal credit  card through a short and simple process and then actually gain the product being purchased by presenting the digital card at the business, organisation or retail store.


This system has added benefits for the user as the entire transaction is directly linked to the credit card and consequently the need for any type of voucher or additional card is unnecessary. Like all other purchases made on any card, the results of the purchase will later appear on the credit card statement within a few days as per normal, providing a permanent record of the financial activity that has been undertaken.

Measure ROI

Apart from the general simplicity and ease that this model delivers, it will also continue to meet the key criteria of measure ability as it will also allow the business to be able to directly attribute specific sales to promotional activity and thereby provide a true measure of the respective return on investments (ROI's) of the various campaigns being undertaken on Twitter.

Like many other social media giants such as Facebook, Twitter can also access it's customer database to provide strong targeting capability. Advertisers on Twitter are able to target the advertising to specific demographics within the Twitter group hereby ensuring that an appropriate message will always be sent to the specific targeted groups.

Security

From a security point of view, Twitter Offers that are linked to a users credit card will be fully encrypted and stored to facilitate both easy claiming or to make additional purchases on Twitter providing the same level of protection as an SSL certificate would for your website.

At any point this data can also be removed as required. Although there have been no tight timelines spoken of to date, it is almost certain that over time as the process is refined and polished, this feature will be rolled out to the masses. So stay tuned to see how this new commerce initiative progresses in 2015.

And naturally if you'd like to learn more about Twitter, any of the other Social Media Marketing platforms of digital media in general, simply attend any of the free Digital Enterprise Workshops listed here on:  www.vecci.org.au/dep/workshops and sign up for any of the seven free two hour workshops which will also qualify you for a free four hour coaching session specifically focused on your business needs.

So until next time, good luck and good marketing.
Regards,
Daniele.



Sunday, December 7, 2014

NBN: Like The Classic Castrol Commercial Where Oils Aint Oils, NBN Aint Necessarily NBN Either.



The Most Asked About Topic: The NBN

As we quickly approach the end of 2015and the first half year of the highly successful Digital Enterprise Program that I have spoken about often in this blog, my co facilitator and
course design Trent Rebeiro and I were recently reviewing the year as a whole and discussing what areas of discussion have been the most talked about and requested by the
majority of attendees to the workshops and the coaching sessions alike. Without much doubt one of the most talked about if not the most talked about topic has been that of:
The NBN. There have been many questions but here is a summary of the main ones that keep being asked from workshop to workshop.


What is the NBN?


The NBN stands for the National Broadband Network and represents the name for the proposed and improved national broadband set up that would provide all Australians access to quick internet speeds that would provide obvious advantages to all internet users whether they be businesses or just normal everyday users.

How fast would this new system be compared to what we have now?

Obviously if we are going to go to the trouble of sending all the money to develop the costly and time consuming infrastructure necessary to support this new system, the improvement in
operating speeds would need to be significant. Well here's where it gets a little murky.

Under the original plans that the former Government were basing its costings around, the system that would have been bought in was the:  Fibre to the Premises (FTTP) NBN which is the gold standard and probably the system you will have seen overseas if you have been lucky enough to already see it in action. This version of the NBN would deliver around 72Mbps (Mega Bits per Second).
To put this into context ADSL (or Asymmetric digital subscriber line) which many people reading this will be currently using even now only provides  somewhere between 8 to 12 Mbps.

The problem however is that the current discussions by the Government today is that the form of NBN being discussed is not the: Fibre to the Premises (FTTP) NBN but the largely outdated and much slower version of: Fibre To The Node (FTTN) NBN which has been around for over ten years and only delivers a relatively modest 24 Mbps speed or one third of that of the FTTP option.
Now this speed is admittedly double the speed of existing ADSL speeds but a fraction of what it could be with an optimal setup.

How do the costs compare between FTTP and FTTN?

Again I'm reminded of another famous TV ad for Johnny Walker where the liquor store owner asks: "would you rather have the scotch you'd rather pay for or the one you'd rather drink?"
It's a little bit like that in that in absolute terms the FTTN is certainly cheaper in raw dollars at around thirty five billion dollars whereas the FTTP would be double the cost but would provide triple the speed at a more cost effective price per Mbps received.

What is the best option moving forward?

Ultimately this question will be discussed, debated and in time decided by our political leaders, but from a purely factual basis the FTTP is not only the most cost effective option, but more importantly represents the network of the future that can be used and scaled up for years to come. Those nations that previously invested in the FTTN model have now been forced to pretty much treat the investment as a sunk cost and pay the full amount to upgrade to the required FTTP level, to be competitive with out areas that have it and the advantages that it delivers. Sadly the reality is that having FTTN is not a stepping stone to the FFP. It is a completely different system that cannot be refitted and updated using the same infra-structure and consequently represents wasted funding that in no way lessens the future investment in FTTP.  Ultimately time will tell what Australia end up doing and we will have to watch this space to see.

And as always if you'd like to learn more about the NBN or any other aspect of social media just sign up for a free Digital Enterprise Workshop here on:  www.vecci.org.au/dep/workshops and sign up for any of the seven free workshops which will also qualify you for a free four hour coaching session specifically focused on your business needs.

So until next time, good luck and good marketing.
Regards,
Daniele.

Monday, November 24, 2014

Why Do I Need Social Media When I Already Have A Quality Website


Background

A question that comes up a lot during my discussions with clients that have worked for years to design, build, populate, test, refine and measure their website is understandably, 'why do I even need all these social media platforms when I finally have a good looking, modern, fully functional website that is as good or better than most of my rivals in my chosen market space? Frankly it's a great question. The answer to the question is yes do need the other social media platforms as well as a current, functional and fully responsive website. Let me try to explain why.




                                                               https://verticalmarketingnetwork.files.wordpress.com/2014/10/traffic-website-brands-lead-photo.jpg

Attitudes

To fully understand the reasons why you need both a modern website as well as a strategic array of relevant and mutually supportive social media platforms as part of a combined digital media system, you need to fully appreciate the prevailing attitudes people have. Basically they view websites as corporate which they are. They are owned, run and populated by the business and there function is largely if not in some cases, exclusively to sell products and services.
That's actually not an issue. People know this and they are becoming increasingly more comfortable to go there to make their various purchases at the right time. Social media on the other hand is largely seen as the opposite to a website. People don't want to be sold on social media and in fact a recent report showed that over 80% of people on Facebook resented being sold to by businesses. It's simply not about business or selling. It's all about engagement, discussion, community building, problem sharing, insight generation and so on. As the name says: Social Media. Both very valid reasons for being but both very different. Now over time things may change but for now at least as marketers, we need to be aware of this and respect these views.

Behaviours

So how does this translate into action when the average person on the web is concerned? Put simply individuals get their information from social media and discuss it with and through their respective networks (with the average internet user belongs to three separate networks with around 140 to 170 users per network), until they have made a decision about what they are going to do with respect to that issue, challenge, required purchase or necessary action in general. Once they have made that decision they will then go to the website of the business they have identified as the best option for their needs. It is now believed that around 85% of consumers adhere to this principle.

Final Analysis

In the final analysis what all this really means is that the majority of people will make their minds up away from corporate website and only when they are confident that they have made the right decision will they then approach the site and transact online. I am sure that in some case some individuals may even go the website earlier to pull off some key information that they will use as part of their decision making process but it will rarely be a case of show me something on the site with a 20% off tag on it that will get the job done anymore. Customers and prospects alike are becoming much savvier, well informed and equipped to find and leverage the best deals online and with the ongoing success of aggregator, are perfectly placed to find and receive the best value with each purchase. As marketers it is a simple matter then of setting up these external social media sites and engaging with people there to ultimately have them come to your site to buy. That is why you need both a good website and social media to succeed in today's multimedia market space.

As always if you'd like to learn more about any aspect of social media just sign up for  a free Digital Enterprise Workshop here on:  www.vecci.org.au/dep/workshops
and sign up for any of the seven free workshops which will also qualify you for a free four hour coaching session specifically focused on your business needs. 

So until next time, good luck and good marketing.
Regards,
Daniele.