Customer Spotlight: G2P Leather

Peter Clarke and his family started G2P Leather five years ago with a straightforward goal to provide long lasting quality leather goods, and empower people not machines. Their leather designs are timeless classics made to withstand years and years of use resulting from the use of high quality vegetable leather as well as genuine leather to create their gorgeous accessories. G2Pleather’s commitment to customer satisfaction is very apparent by the many choices they offer for personal customization.  Different color leathers, stitching and lettering, all made to order, to each customer’s preferences.

We were not surprised to see they had excellent results using Shoppost to drive in sales to the G2P Leather Etsy store. We were curious to learn more about G2Pleather and what struggles and successes they have faced to get their amazing leather products to market.

G2P Leather

What or who inspired you to create leather accessories and start your own family business?

We started just selling leather belts in our local shopping mall in Bangkok. Then people asked us to make small leather items or repair bags and belts. We started to grow quickly and we learned by trial and error. We got a lot of information from websites and You Tube.

What were your biggest struggles when you were first starting out versus now?

Our biggest obstacles were making patterns and finding tools and accessories and choosing leather. It takes time and skill to make each piece. Lately, I have seen leather goods being sold online for a fraction of the price because the product is inferior and poorly made. I wish people would take pride in their work and not bring down the price and reputation of other leather crafters.

What drives the majority of your sales? Craft shows? Etsy? Social Media?

Most sales come from Etsy and links from our Facebook and our blog. But as the internet changes quickly we are experiencing a new influx of followers from Instagram.

What made you want to try Shoppost for the first time?

We wanted to upgrade our marketing and we are always looking for new ways to find customers. Search engines keep changing the way they find your information. Shoppost seemed like a great way to drive more traffic.

After creating many Shopposts and sharing them to your social networks; what did you see from your analytics? Views? Shares? Buy Referrals?

We saw 690 total views, 24 shares from Facebook and 10 buy referrals. The countries and hits vary day by day.

What benefits did you see from using Shoppost versus just posting a picture with a link to your store?

The hits directed to our Etsy shop increased. I was able to learn more about which social platforms were driving traffic to my shop.

What advice would you give another merchant that is trying to grow their social following and promote their brand?

High quality pictures and great descriptions are the most important things, then the price. If you’re priced too high or low people will not buy. Shoppost helped me accomplish all those things in one post. I can use multiple pictures, fit in a description and show the price all inside one post.

G2P Leather

Analytics 101: The Shoppost Dashboard

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In the last blog post I wrote I gave an overview of the types of metrics that are important to running your business and how you should read them. In this post I am going to get much more specific and talk about the metrics that we collect when you use Shoppost. Those metrics can be found on our dashboard when you log into Shoppost. The metrics we will be going over include social interactions, referral traffic, and where you visitors are coming from.

Become more social

02-social-reactions-310x450Socials interactions show the number of views, shares, likes, tweets, and pins that your Shoppost are getting after you have posted them on each network. This answers the question “Where am I having the most impact?” Combining this data with the data you are receiving from Facebook Ads will open a treasure trove of unique insights. For example, after posting a new product using Shoppost, you may see that you are having more interactions with Facebook. When you look at the data you may find that a few of your customers are sharing your post and thereby giving you an even greater reach. It’s this type of data that will give you a leg up to where you’re having the greatest success. And more success will lead us to our next important topic.

Referrals

Your goal should be to have the shares lead to referrals, which is when your customers see your Shoppost and click on the buy button. Your goal of running a business is to obviously make sales and making sure you have continuous referral traffic is key. The dashboard also shows where most of your referrals are coming from so you better target your customers. 03-referrals-510x864

Armed with this information, you can find better ways to increase the quality of each customer visit which will hopefully lead to more sales, create a higher rapport between your customers and your brand, and target returning and new customers with your Google and Facebook Ad campaigns.That sure may seem like a lot of effort to get one customer to make a purchase, but the end result is well worth it.

Geolocation

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Finally, the dashboard shows the geographic location of your customers and what type of devices they are using. Geo-location can give you a better idea as to where the majority of your customers are located and buying your products. Maybe you find that the most of your customers are in a specific region, this information could help to find some new customer leads. Now that you know where your customers are you can create custom advertising campaigns targeted to people in that area. There are all kinds of creative ways to use geolocation such as flash sales that only work for a specific region, or custom coupons to be sent to potential customers in that area. The bottom line is that businesses that embrace geolocation create new opportunities to reach customers in creative ways and even improve how their business runs.

Understanding the metrics of your business is one of the big keys to growing your business successfully. Knowing who your target market is, where they are, and how they are engaging with you your social presence and purchasing your products is an incredibly powerful tool to have at your fingers. And the Shoppost analytics dashboard is a powerful resource to have at your fingertips.

Customer Spotlight: Jon Allen Arts

Occasionally you meet a person that has a uniquely beautiful perspective paired with equally beautiful talent. Jon Allen is one of these rare humans. I was moved when I saw his online gallery of gorgeous metal sculptures. I knew he would have a wealth of good insight on how to monetize your passions and share joy. He is not only a brilliant artist but a hardworking entrepreneur. His simple and honest philosophy:

Art exists as an intangible theory when hands are idle; only an engaged hand can visually exchange the theory to others. – Jon Allen.

Q: What type of products do you sell?

A:  I sell my original metal artwork. Every piece is handcrafted. I make metal wall art in an array of sizes, colors and themes. We also have indoor-outdoor abstract sculptures that have been very popular as well as wall clocks. Recently, I’ve debuted some of my fine paintings as well and we’ll have a plethora of new items available in the new year that I’m really excited to share like beautiful jewel tone tables and fusions with wood & other organic materials I’ve been working with.

Q: What is your most successful Shoppost?

Screen Shot 2015-02-18 at 11.55.30 AMA: Shopposts are a great way to get instant feedback on an item so that in and of itself makes it successful for me. Regardless of whether those reactions happen to translate to sales instantly, I find value in the reaction itself. If something gets several likes and re-tweets, I know I’m heading in the right direction with something. My most successful Shoppost to date was probably a new gallery painting I debuted.

Q: How does social commerce fit into your overall strategy?

A: Social commerce is important to me now and I think it will only continue to be more so in the future. An online presence stopped being an option for me a very long time ago and I feel like social shopping is just the next logical progression. The marriage of social media and commerce has been a totally organic one for me and more importantly, for buyers. I think it’s as simple as us just delivering our message and content in the way that people want to receive it now and I will continue to evolve and adapt as technology and tastes do.

Q: What is your number one tip for successful social commerce?

A: My number one tip for successful social commerce is to always be yourself and remember that variety is the spice of life.

Red Ribbon Dancer from Jon Allen Art.

Q: How has Shoppost helped your success?

A: It’s an exciting new way for us to deliver information about and access to our items in a way that people are very comfortable receiving their information now. With Shoppost, we get to bring information to them in the social media channels our customers turned friends and potential new customers already finds their news, stay connected to their loved ones, and where they seek entertainment. Connecting with people on their turf on their terms is always a success because they’re a relaxed, open, and generally interested audience.

Q: What results did you see from using Shoppost?

A: We are relatively new at using Shoppost so I don’t have a lot of data to speak to the conversions, but so far it seems like an excellent way to attract more traffic. It’s an absolutely risk free way of potentially getting not just the piece at hand seen but my entire Etsy shop presented to a new audience.

Q: Any additional thoughts on social shopping?

A: What’s great about social shopping is that people can really get a sense of who they’re buying from. Purchasing art is already a unique buying experience by virtue of the fact that its art — it is obviously a very personal and subjective preference on the shopper’s end and it’s personal for me because I’m the one who conceived and crafted it. The potential buyer may already feel like they have a sense of something personal about me just based on the work itself. But beyond that, social shopping allows people to shop immersed in the context of who they’re buying from and I think that matters to people now more than ever before. You’re not just going to get to see a small thumbnail photo of me and get blasted with links to my work; you can also see how I interact with people and how I value those interactions. There are also insights and sneak peeks into my process on some of my social media posts that just seem so natural to have beside the opportunity to buy they very product you’ve seen me creating or working on. (And yes, you may also end up learning what my must see cat video of the moment is, but that’s just a bonus!)

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Analytics 101: Metrics Overview

If you are a one-person company or even part of a small team, then you could be under the impression that using analytics on your ecommerce website is a drain on one of your most-valuable resources: your time. But the reality is, investing your time to understand and maximize your results is one of the best ways to understand how your business works.

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Metrics Overview

If you can’t measure something in your business, then it doesn’t exist. If you can’t prove something is not working, you can’t fix it. And, if you can’t prove something is working, you can’t take credit for it.

Data and analytics run the business world and it will be in your best interest to understand what you are looking to understand. Let’s cover off on some of the key metrics and ways to measure them in your social commerce and ecommerce campaigns.

Demographic Data (Investment)

The first step with understanding metrics is having a keen understanding of who your customers is and the type of profile you can build about them. Customer data (or demographic data) can tell you everything from age, gender, and geographic location and other information you can use to help target your message. For example, if you sell a certain type of toy for young children, your customer demographic would mostly likely be the child’s parents. It will be absolutely essential to collect this data and information because it will help you in many important ways, such as telling you who is purchasing your products, where they are located, and their demographic information. It will also help contribute to the language of your branding, copy, and overall marketing campaigns. Listening to what your customers are saying and how they are acting is the most important way to reach success using analytics.

Measuring Engagement

EngagementEngagement rate is a simple metric used to measure how effective a brand or company is at engaging with their customers and audience. If you are running campaigns using Google Adwords and Facebook Ads, It can easily be used to compare how these different platforms are working for your brand. Maybe you are finding that more people will click on the ad through Adwords but aren’t sticking around, whereas those potential customers who click on the FB ad not only stick around, but are returning more often and even purchasing your products.You should probably have your analytics dashboard setup so that you can measure key events such as engagement rate. If not, doing so well help you accurately measure the type and quality of traffic coming to your ecommerce site. Maybe you are looking to reach out to a specific type of customer, but on further review, you are finding that those customers aren’t coming to your site as much as you had hoped.

Isolating specific customer segments and measuring the engagement rate with each one you are analyzing can bring to light who exactly is having a positive engagement with what you have to offer. If you feel comfortable building a custom segment, even though  it is a bit more advanced, it can easily be done. Google has some great instructions here.

Measuring the Process

The Click Through Rate (CTR) is an easy way to measure how successful your advertising campaign is by measuring how a customer clicked a specific link. That link could be in an email campaign or even on a branded advertising campaign. How it works is pretty simple: the higher the clicks on a specified link, the more effective the campaign was at getting people to the destination. The CTR also measures the number of customers who were reached, clicked the link and redirected them to the destination page where they can learn more about your products or services and, ultimately, make a purchase. This action is known as a conversion, which can more broadly be defined as a percentage of users who take a defined action, which, in this case, is a purchase.

Cart in FieldFinally, if you are able to reach out to the best potential customers, what happens if they don’t make it through the final step which is making a purchase? The term for this is the ‘shopping cart abandonment rate’ and it happens more often with ecommerce sites than brick and mortar stores. For example, if you see that 10,000 people loaded a basket, but only 2,500 made a purchase, your abandonment rate is 75% (7,500 / 10,000 = 0.75). The typical abandonment rate is between 60% – 80% for ecommerce sites. All of these measurements are great tools in the toolbox. If you don’t know them now, be sure to learn them. 

Setting up your toolbox

Being able to collect and analyze the data from the various sources you are sharing content is the next step in improving your conversions. Google Analytics is the first platform that should be learned as it is essential to understanding how people are interacting with your site, how much time they are spending there and if they are purchasing anything. There is an easy-to-use tutorial here. Also, both Facebook and Twitter have powerful tools to analyze what your customers are doing.  You can learn more about Facebook here and Twitter here.

Understanding how to read basic metrics from sites like Google Analytics, Facebook Ads, and Twitter Analytics are essential for running your ecommerce business successfully. Without all of these tools, you will be essentially shooting at a target blindfolded. Although it may take some time to understand how these tools work, learning them is absolutely one of the best strategies you can utilize to effectively run your social commerce business. 

In my next post on analytics, I will go over best practices for using the Shoppost dashboard so you can easily rule the social commerce kingdom and if you’re ready to experience Shoppost, sign up now!

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Best Practices for Using Shoppost on Facebook

Best Practice
Many of you have asked us about how you should use Shoppost on social media, with an extra emphasis on Facebook. We have found that with Facebook’s efforts to improve the “quality” of content its algorithm places in news feeds, ensuring that your page’s posts are as high quality as possible is essential.

With that in mind, here are several tips to ensure your posts have the most reach possible!

Post between non product sales post.

Remember folks are not always wanting to be sold to. Spread out your postings of Shopposts so that it creates a natural cadence of content. Don’t want to look like spam to your followers. That is the quickest way to lose fans.

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Add additional context or stories to your statuses.

If you are selling T-shirts, mention something about them in the post. People are more compelled to click on your post if you include something in the status. Otherwise they don’t know what the heck the shoppost is and it will get skipped over.

All about that action boss. 

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Don’t forget to add some sort of call to action like “click the play button to check it out” or “click on the play button to buy it now.”

Spend a little to get a lot. 

Mega explosive sale design, comics style.

Facebook has publicly stated it is tightening the amount of organic reach a page’s post will receive. In order to get a bit more eyes on your post try boosting it with a small budget, nothing to big. You would be amazed how $25 or $50 dollars spend can be a great ROI booster. Shopposts are not like your traditional ads so a little boost can go a long way and by taking advantage of Facebook’s demographic and interest targeting, it can be a great way to kick start a successful Facebook post.

Timing is Everything
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Best time to post on Facebook is during those lull hours during the workday between 1-4PM. This is when the most clicks on posts occur and also is when people at their desk are looking for a bit of an escape from the day.

If you’re sharing content on the weekends, posting before 8AM or after 8PM will most likely get you the best clicks and traffic. People on the weekends are less like to engage with FB because they are out doing things with friends, family or just checking out from technology all together.

Curate, don’t automate.

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In order to make social sharing and management, use social media management tools like Hootsuite, Sprout Social, Buffer or other tools to schedule posts in advance and then you can spend time on your core business. We will cover the ins and outs of how to use Shoppost with those tools here in the near future.

The biggest piece of advice is to avoid posting ten shopposts in row, this could be perceived as spamming and at worst will just annoy the person on the other end and you will probably lose them as a potential customer after that. Be real and let them know that there is a human behind the page and not only an automaton :) And, of course, be sure to like our non-salesy, non-spam, organically curated Facebook page.

Customer Spotlight: The 12th Boot

When you first meet Lyndsay Gabeau one word comes to mind: Sunshine. She is full of energy and positivity. Her optimism and hard work is what the 12th Boot was made of (perhaps PVC rubber too). I was able to meet her for lunch and get a chance to talk to her about The 12th Boot. I was inspired by her willingness to educate and share with me her natural ability in marketing. In fact, she was recently spotlighted on Evening Magazine, which is a northwest TV show.

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Evening Magazine found her because one of her Shopposts had been shared by Seattle Seahawks star running back Marshawn Lynch’s very own mother. Several of the Seahawks moms sport her boots on game days as well.

Seattle Seahawks running back Marshawn Lynch's mom rocks her 12thBoot on game day.

Seattle Seahawks running back Marshawn Lynch’s mom rocks her 12thBoot on game day.

Q: What type of products do you sell?

A:  I sell Customized Rain Boots for Sports Fans or Bridal Parties or whatever my customers can think up!

Q: What is your most successful Shoppost?

A: This is a Seahawks themed boot that I Shopposted and it was shared by “Momma” Lynch (Marshawn Lynch’s Mom)! It received tons of views!12th boot screen shot

Q: How does social commerce fit into your overall strategy?

A: For my business Social Marketing/Commerce is everything… It is what I attribute my success to. It is my way of networking and letting my customers speak for my brand. My strategy is to have my boots widely visible on the web through every channel and to make sure when they are seen they can be purchased as effortlessly as possible.

Q: What is your number 1 tip for successful social commerce?

A: In one word: Timing. Post/Tweet/Pin when you have the largest amount of viewers. I have found this is in the late afternoon/early evening.

Q: How has Shoppost helped your success?

A: I love how I get tons of insight with Shoppost.  I can see how my post is performing on which social platforms even after it has been shared by others. It allows my followers to share to Pinterest from their Facebook newsfeed. Because I can tell which of my products is trending and on which platforms and in which cities; I can immediately change strategy and make new post/tweets/pins accordingly.

Q: What results did you see from using Shoppost?

A: The fact is with Shoppost I can actually see the results from all platforms and so I can report what Posts/Tweets/Pins worked and which ones didn’t. I was able to quickly see I have had more interaction with my 12th Boot Shoppost and what platforms it was shared.

Q: Any additional details on social shopping?

A: I believe a lot of purchases are made emotionally. If I see that my friends like something or I see them wearing something I am ten times more likely to like it too, simply because I value their opinion. I believe social shopping has existed long before social networks and we are just beginning to see the impact social networks can have on purchases.

Customer Spotlight: Schmucktruhe Fine Jewelry

Our recent Etsy integration has us over the moon. We are thrilled with the quickly growing number of new Etsy users. The pure beauty and the quality of the products we are seeing being sold using our Shoppost app is truly remarkable. One of the recent pieces of art that is selling extremely well through Shoppost is the work of Martina Willms, artist and small business owner. Each piece of handmade jewelry and accessory is so intricately beautiful and unique it is shocking that she had anytime left to speak with us. We were somehow able to convince our new user all the way from Germany to take the time and share what she loved about Shoppost and using Social Media to promote her business, Schmucktruhe.

Q: What type of products do you sell?
A:  I sell handcrafted and designed jewelry like necklaces, earrings, rings bracelets, hair combs and barrettes and handmade jewelry boxes.

Q: What is your most successful Shoppost?
A:Big Hair Cob in bronze with birds

Q: How does social commerce fit into your overall strategy?
A: Social commerce is very important to reach many people who are interested in my products. I use social commerce daily and regularly on many different platforms and have so also a direct contact with my customers. It’s not just about selling products, it’s important that people can respond directly to the posts and ask questions about, for example, a certain style or what materials I used for my jewelry pieces. This enables customers to get an idea of what is behind the brand.

Q: What is your number one tip for successful social commerce?
A: It is very important to take the time each day and deal with the issue. It does not help only from time to time visit a platform, you must do something regularly and always seek contact with potential customers. In this way you create authenticity, but also strengthens its brand by creating trust. It is also important not only to advertise their own products, because that could be boring for the people. Also important is the quality of the posts. It is not the quantity that leads to success, but the quality of the content that provide added value.

Q: How has Shoppost helped your success?
A: I have found that many more people click, ask questions and Pin the products that I’ve Shopposted.

Q: What results did you see from using Shoppost?
A: Since I’ve used Shoppost my sales have increased, as well as the conversion rate and the number of customers who look at my products and notice the products has multiplied. Shoppost is the ideal solution for me and also saves a lot of time.