As always, a big thank you to all who attended our Shopify Meetup in March 2020. We had a spectacular evening, complete with Sal’s pizza and a wonderful line-up of speakers. 

Our speakers focused on sustainability, reducing our carbon footprint, setting ourselves up for long-term business success and optimising the user journey by creating high-quality content that satisfies user search intent.

Keep reading for a brief recap or you can watch the full video here.  

Optimise for User Search Intent

Sequoia Painter, Digital Marketing Strategist for Zyber

Zyber’s very own digital marketing strategist took us through the non-traditional user journey and how to optimise our businesses to satisfy user search intent. Sequoia discussed how search intent impacts SEO, how to optimise content for user intent, and why it matters. 

Google Search for Intent

There are 3 types of search intent:

  1. Informational 
  2. Navigational
  3. Transactional

When it comes to crafting content for the different types of search intent, there are multiple tools businesses can use. Answer the public is a tool that automatically generates a plethora of potential search queries and search terms.

answer the public search query wheel

Answer The Public provides an aggregated view of the questions (and therefore a hint at the intent) of the people behind each search query. Discovering what questions and queries your customers have can prompt your content planning and ensure you write and create based on data and user intent. Other tools include Google’s Keyword Planner, found with your Google Ad platform, and UberSuggest. These tools are helpful because they give us an insight into the customer journey (which is definitely not formulaic, if it ever was). 

man walking along track on grass hill

The fact is, consumers are always on a journey. Our job as businesses is to meet them where they are and provide them with what they’re looking for. 

Catch up on the Auckland Shopify Meetup from March 2020 here. 

Our next Meetup may be virtual in light of current circumstances, but we’d love to see you there.

You can watch the video online or read the full blog article here

 

Detrimental Discounting 

Joyce Quah, Shopify Merchant Success Manager

Having worked with plus clients to help them grow and scale their business on Shopify Plus, Joyce knows a thing or two about what works. 

The reality is, discounting nearly always results in a cycle with a downward trajectory. Building a sustainable long-term business doesn’t tend to include discounting.
As Joyce said, “if you’re not running a profit, you’re running a charity.” 

How do merchants on Shopify Plus build for the long-term?

By increasing their prices. 

Build a brand and tell a story

Building a solid brand story is what will enable you to bump up the price. 

“It’s not so much about clothing as it is about culture and community… streetwear was never just about clothes…  this was about people.” – Bobby Hundreds

The future of branding is people. A strong brand identity and brand story provides your brand with the value it needs to be able to charge a higher price. 

culture before content before commerce

Speaking of price, it’s more expensive to acquire new customers than to maintain loyal ones.  Actually, it costs 5x more to acquire a new customer than to retain one.

Throwing money into acquiring new customers and neglecting loyal customers is detrimental to your brand – it’s what we call ‘leaky bucket syndrome’. 

Overdiscounting, multiple sales, and throwing money into those marketing efforts is a great way to make $100 million by spending $200 million.

discount graphics

As a small business, you need to save as much money as possible. Increasing customer retention rate by just 5% increases your revenue by about 75%. 

“Only a few businesses will succeed by having the lowest price, so most will need a strategy that includes customer services.” – Bill Gates

20% of Customers Bring 80% Revenue

How to Offset Your Carbon Footprint

Dave Rouse, CEO of CarbonClick

You know that little box you tick to offset your flights? 

Well, that’s where CarbonClick was born. 

While a bit detrimental to traditional brick and mortar retailers, eCommerce shopping has transformed and scaled exponentially. This rapid growth in eCommerce activity is great for the economy, but unfortunately has a not-so-positive environmental impact as customers demand faster deliveries, easier return policies and so on. This means more packaging, more travel, more fuel and a bigger carbon footprint. 

That’s where CarbonClick steps in.

73% of customers would change consumption habits

Did you know that 73% of consumers would change their habits to reduce their environmental impact? That’s a big percentage of customers to tap into if you offset your carbon footprint. 

But how can you do that?

Avoid & Reduce

Reduce your carbon footprint by removing low hanging fruit. 

An example is to avoid using poor-quality and excess packaging. Another is to implement a carbon offset programme. 

Until now, the carbon offset programmes available have been a minefield. They’ve been time consuming, expensive and complex. But not anymore. CarbonClick has created a transparent solution to help businesses and consumers offset the carbon emissions of their purchase. People are waking up to the impact of climate change and want brands to share their concerns and help make a difference. 

Join the CarbonClick community to discover more. 

Join Our Community

Succeeding Online

Ming Dapiere, Founder of r3pack

We loved hearing Ming’s success story as a Shopify Merchant. The journey to become New Zealand’s first, and most successful, eco-friendly packaging solutions company was faced with many challenges along with incredible wins. 

From corporate banking to full-fledged entrepreneurship, Ming shared r3pack’s origin story. From discovering a pain point in the market and stepping in to fill the gap, to facing rejection from many big companies, to eventually becoming a trusted and reputable brand in a sought after and in-demand industry. Sustainable and eco-friendly packaging has boomed and Ming and the r3pack team have been there at every step of the way. 

Ming also shared advice to equip and inspire other merchants to also succeed in the eCommerce space. 

The journey to success for the r3pack team was unconventional for the packing industry and stands apart. From utilising grey power in the workforce to leaning into sustainable packaging before anyone else thought it was a good idea. We highly recommend you listen to her story. 

r3pack packages flatlay

Written.

by Sequoia Painter
April 4, 2020

Categories.

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