19 episodes

The Kuriosity Podcast is a show all about eCommerce and digital business, where we interview eCommerce experts, listening in on coaching calls and chat about all things to do with setting up, running and growing an eCommerce digital business.

The Kuriosity Podcast Matt Edmundson

    • Entrepreneurship

The Kuriosity Podcast is a show all about eCommerce and digital business, where we interview eCommerce experts, listening in on coaching calls and chat about all things to do with setting up, running and growing an eCommerce digital business.

    #19 - Podcasting for your eCommerce Business...and a review of Season 1

    #19 - Podcasting for your eCommerce Business...and a review of Season 1

    Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and who want to know how to get better at digital business.
    The show is sponsored by the amazing Kurious Digital - an experience based eCommerce platform that I use to run and grow my own eCommerce business. If you are looking for a new platform, be sure to check out at kurious.digital. That’s Kurious with a K, not a C, kurious.digital.
     
    In today's show we are wrapping up Season 1 with some lessons learned and some tips on why and how you can podcast for your eCommerce business. You will also get to find out what is coming in Season 2.
     
    This is the final episode of Season 1. Season 2 is coming early 2020.
     
    Breaking podcasts down into seasons, in my opinion, is a great way to podcast. The end of a season gives you a natural break and a chance to consider what has gone well, what needs to change and to understand where the industry is going. You give yourself thinking space and avoid getting stuck in one format forever.
     
    Why we did a podcast
     
    Podcast are such an interesting medium and the barriers to entry are really very low. 
     
    Podcasting has also linked us to a much bigger and wider audience.
     
    How we do the podcast
     
    To podcast all you need is a microphone and a recorder.
     
    Here we use audio editing software, Adobe Audition. Matt records through the Rode podcasting microphone into the Zoom Handy H6 and then uploads to Podbean. Podbean then notifies Apple and all the other platforms that we are on, that the podcast is live.
     
    Good audio is key.
     
    Additionally, we create a blog post around each podcast on the Matt Edmundson site. The Matt Edmundson site is built on KD core which is the same platform that we use for the eCommerce sites (the Kurious Digital platform) but without all the eCommerce frills. Although that has now been added to the Matt Edmundson site because we will be selling courses and products very soon. 
     

    Our lessons learned
     
    Batch processing. We got caught out with this last episode of Season 1 when Matt got sick and we didn't have it pre-recorded. Record a few episodes at a time so that you always have some in the can and stay on top.
     
    The Kuriosity Podcast has featured guests, coaching calls and just Matt talking. We added news items with Sadaf to break up the podcast and to add another voice. This was a good move.
     
    Why podcasts are good even for eCommerce businesses
     
    Podcasts are great fun! Here are a few reasons you need to get out there and do it:
    The least busy medium at the moment
    Popular medium because they grant easy access to listeners wherever they are - driving, working out, walking, doing chores, the list goes on.

    Being voice only means that the barriers to entry are much lower - especially if you don't like to be in front of a video camera 


    Podcasting valuable content around the topic of your website will connect you to a wider audience and help drive traffic to your online store.

    Content creation becomes a whole lot easier. From a single podcast, you can aid your marketing efforts by creating a blog post and social media posts for Facebook, Instagram, Twitter, Linkedin etc. It's a great way to get exposure and to educate potential customers.
    Top tips for podcasts

    Batch process a few episodes at a time to stay on top
    Break up the podcast with additional voices
    Give your best content and be transparent. The more real you are with your audience and the more value you bring the more likely the are to engage. 
    Have fun with it! Being the energy and engage your audience.
    Vary the speed in which you talk and the amount of pauses. Even though when you are recording you will be talking to wall, make your podcast feel like a conversation.
    What is coming in Season 2
    We will be aiming to have a guest in each episode so that we can offer expert c

    • 25 min
    #18 - The Five Essential Emails for Successful eCommerce Email Marketing

    #18 - The Five Essential Emails for Successful eCommerce Email Marketing

    Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and who want to know how to get better at digital business.
    Despite popular belief, email marketing is still the best and most effective marketing channel across all industries. It has the ability to reach out to an audience that is already engaged and it gives businesses a much higher return on investment than any other digital channels. According to an eMarketer study, the median marketing ROI is 122% - four times higher than any other digital marketing channel.
     
    Email marketing has evolved from just email blasts to delivering targeted and personalised emails. Targeted emails offer a much higher ROI but in this age of the GDPR businesses have to be strategic in order to maximize return. Since the GDPR came into force last May, millions of euros have been issued in fines to businesses across the EU for GDPR breaches. It's super important to give your recipients the option to manage the type of content they receive from you.
     
    The five ways different types of emails that we use in our email marketing campaigns:
     
    #1 Segment emails
     
    Segment your customers and send them only relevant content and promotional offers. To stay on top of your game you have to be continually working to understand the customer so that you can send them relevant content that they can engage with. 
     

    The format of your these emails also matter.

    Create a catchy subject line that will immediately catch the attention of the customer and resonate with them. 


    Use the recipient's first name - people like hearing their name and they'll want to know what you have to say to them.


    Be personable and empathetic to create a sense of camaraderie. Your customers want to know they are being  understood and that you genuinely care. 

    The ultimate purpose is to get customers to click on the link and make a transaction on the website. 

    #2 Sequence emails
     
    Sequence emails are sent to one email per person that is triggered by a behavior or an action by that person. 
     
    Classic example of this is the abandoned cart. You can sequence multiple emails and send them over several days to help the customer come back to complete the purchase. This is helpful for gradually building trust with your customers. 





     


    Sequence emails also work well with on-ramp and new customers. Aim to nurture your customer relationships and help them to buy into your values and your culture. 
     
    Sequence emails are very targeted and are sent one email to one person based on their buying or browsing behavior. 
     

    #3 Transaction emails
     
    Transactional emails are triggered by a specific behavior on your website  - a customer buying a product from you. These are a series of emails that the customer is looking out for and waiting to receive. 
     
    The customers are waiting for the order confirmation email. They want to read the email that tells them their order is on the way and that the order has been delivered. An additional email you can and should send is to ask for feedback or review of the product they've purchased.
     
    You know then these are emails that will be opened and read by the customer. And this is why these transactional emails are a great opportunity for some well thought out up-selling and cross-selling. The customer already has a level of trust because they have just bought from you so they are far more likely to click through to your site.
     

     
    #4 Customer service emails

     

    Customer service emails are really important because they help retain your customers and build a loyal customer base.
     
    These are emails that your customers will be waiting to receive because they want you to answer one or more of their questions. This is high value real estate space! 
     
    Happy customers become loyal customers who will evangelize your bra

    • 38 min
    #17 - Create a content marketing strategy that will grow your business

    #17 - Create a content marketing strategy that will grow your business

    Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and who want to know how to get better at digital business.
    Creating and sharing valuable and relevant content is one of the foundational elements of having effective websites that drive traffic and generate leads. It is a medium to long term strategy that needs to be carefully considered and implemented because of its direct link to the sales funnel. 
     
    The reason being engagement.
     
    The better your content can resonate with your customers, the better the engagement and the higher the conversions.
     
    Not all engagement is the same. 
     
    Outbound content management is short, snappy and easily digestible. It disrupts the reader and offers value that they are probably not even looking for. 
     
    Inbound content marketing, on the other hand is where you try to make yourself more discover-able by people who are searching for specific content. This is where we you create content gold and get people to keep coming back for help on other related topics. 
     

    Here are four steps you can take to create valuable, relevant and consistent content:
     
    1. Define your content strategy
    Before you do anything else, you need to have very clear and measurable content goals in place. Knowing where you are and where you want to be will give you a clear sense of direction from which you can create a content schedule.
     
    2. Create only good content
    The competition for good content is tough out there! To stand apart from the masses you have to understand what consumers in your niche want to know. Every bit of content you produce needs to hinge on being: valuable and relevant. 
    For example if you have an online store, a product landing page can serve as an excellent content marketing tool that will quickly translate into conversions. The content here needs to be entirely customer focused - what they would like to know and see. Keep it relevant and give them content around what the product is, what problem it will solve for them, how it will transform then and (with a clear call to action) what they can do next. 
     

    Another example is a product page, complete with videos, reviews and FAQs. A product page with images and solid descriptions for each product is content that is both valuable and relevant to the consumer - they want to know everything they possibly can before they make the decision.
     
    How-to-videos that show how the particular product can be used or worn are highly valuable and relevant content. Your customers will watch the videos to better understand the product and learn how it can transform them. How is it valuable and relevant to them? Use subtitles if you are narrating because a lot of people watch videos with the audio off. 
    Product reviews have a lot of mileage. Before we buy anything we want to know if it works and actually does what it claims to and one way to do that is to read the reviews. Amazon claims that over 90% of people read reviews before making a purchase. 
    FAQs are a great way to engage your customers with valuable and relevant questions. You can build this content by preempting what you think your customers will want to know as well as include what questions your customers have already about that product. Take careful note of the questions your customers are asking and what they care about. Creating content around their questions will increase engagement.  

     
    3. Be committed to your content schedule
    With strategic content marketing you are playing the long game and in time your content schedule will add to the success of your organic searches and lead generation. Commitment and consistency are key.
     
    4. Be deliberate about distributing content
    Don't create content for the sake of it and definitely don’t create content with fingers crossed hoping it will get noticed by someone

    • 35 min
    #16 - Three ways to personalise the customer journey

    #16 - Three ways to personalise the customer journey

    Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and who want to know how to get better at digital business.
     
    As wonderful and convenient the world of eCommerce is, it is impersonal.

     
    eCommerce personalisation is critical for online success. By giving consumers a personalised customer experience you can massively improve conversion rates and customer retention.
     
    In today's show we look at three key ways that you can personalise your customer journey to enhance customer experience, engagement and loyalty.
     
    1. Website personalisation
     
    The aim is to understand the visitor as quickly as possible through their browsing patterns. The more you can anticipate their needs the faster you can begin to give them recommendations.
     
    One way to do this is to segment your products by categories. This makes it easier for customers (first time and repeat) to browse and quickly find what they are in interested in. It also helps you gain a better understanding of what the customer wants so that you can begin to offer them relevant content.
     
    For example, if a visitor on my site is looking at fountain pens, I am going to start making assumptions and show them fountain pen accessories or best selling fountain pens or blog articles about these pens. I am not going to show them ball-point pens. 
     
    Another way to quickly understand your customers is to encourage them to create user profiles/accounts on the website. This helps you to build a complete picture of the customer so that you are in a better position to create and offer tailored content and promotional offers. 
     
    Show customers personalised pages based on their anticipated needs/wants by creating categories like Favorites, wish lists, browsing, purchasing. The more tailored the content, the higher the conversion. 
     
    2. Email personalisation
     
    For effective and personalised email marketing you need to think about your customers and take their shopping habits into account before you can offer them specific content and relevant promotional offers.
     
    And guess what?
     
    Email open rates go up. Click throughs go up. Sales go up.
     
    Segment your list of subscribers and use email sequences. Give your customers relevant content watch the conversion rate go up.  
     
    Format your emails with a catchy and tailored subject line to immediately capture the attention of the customer and draw them in. Use the recipient's first name and always be personable and empathetic to start to build trust and create loyalty.
     
    Email personalisation, particularly through sequences, are a great way to help engage your customers to increase conversion and to create repeat business. 
     
    3. Social media personalisation
     
    Remarketing pixels (most often through Facebook) are super targeted and a very specific. They help keep products and services on your customers radar long after they have left your site and moved onto their social media platforms. 
     
    But social media personalisation is not just about targeted and specific marketing - it is also engagement. It offers a human connection with your brand in a personable and less formal tone. It creates opportunity for you to better understand your customers  - follow them back, get involved in the conversations by responding to their content and let them know they matter to you. 
     
    For example, someone comes to my site that hasn't been before and leaves without creating a profile. The FB pixel fires and I can add them to a custom audience through automated software. For me, I would put them in the fountain pen audience. Then I would target them with on-ramp content, such as a video on how to write beautifully with a fountain pen and another on top ten mistakes beginners make with a fountain pen and so on. I would then see which content they interact with. The more they i

    • 39 min
    #15 - How to Harness the Power of (Super)fandom

    #15 - How to Harness the Power of (Super)fandom

    Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and who want to know how to get better at digital business.
    Coming up in today's show we’re going to be talking about the importance of fandom and how you can harness the incredible power of superfans for your business.
    Superfans are an excellent sales force. They love your business and tell your story. They are mavens who can't help but tell everyone why they buy from you and why everyone else should also buy from you. There is no better form of marketing than word of mouth. 
    Fandom used to be associated only with the all-consuming, hysterical teeny-boppers who were obsessing over music, pop-icons, fashion and culture. Demanding more from the brands they love. But now that we are armed with some phenomenal digital tools we have the amazing opportunity to create a direct two-way access with our superfans. More and more brands are using the direct to consumer model through the internet and social media. The growing trend of influencer marketing is also using social media to create massive influence on products.
    We are all a fan of something but superfans are different in that they are engaged, obsessed even. Superfans are emotionally invested in your brand and naturally spend a lot of their personal time and energy talking about you, your brand, your values, your mission, your activities etc.
    Superfans are your secret weapon to marketing and you want them in your corner so that you can form and harness the power of your (super)fandom.
    Here are four ways to create superfans for your business:
    #1 - Identify
    The first step towards harnessing the power of your fandom is to identify the fans from the superfans. Distinguish between who is just a repeat customer and who is a superfan. 
    You can do this by using the data you have on your customers - both on your website and your social media platforms. Determine your active followers on social media and analyse their comments, how they react to your content and how they talk about your brand to others. Are they on any Refer A Friend or Affiliate schemes that you have? Product reviews are another great place to find (and segment) your superfans - they'll write a lot of reviews and sing your praises too.
    #2 - Reward
    Once you know who your superfans are, you can start to create your fandom by instilling a sense of belonging and community in which they speak the same dialect and share the same views and values.
    At Jersey Beauty Company, we do this in a number of ways but two that work particularly well for us is First Look and Affiliates. First look is giving our superfans first dibs or first try of brand new products and they give us their feedback by being the first people to write reviews on the website. Affiliates benefit by being able to build their own businesses. 
    You can use VIP points, reward points, events - anything that gives your superfans a reason to belong.
    Rewards programs are valuable, but your customers also appreciate being recognised for their engagement and participation with your brand. It's not a simple case of, if you spend a shed load of money with us we'll give you reward points. Instead, reward them for their engagement.
    Make them feel special and like they are a part of your community. Consider offering points to your loyalty program participants who frequently engage with you on social media and make them feel special and important. Invest deeply in rewarding your superfans and understand what their motivations are. 
    #3 - Empower (to transform)
    Empower your superfans by giving them tools to transform.
    Crossfit have set a great example of identifying their superfans, rewarding and empowering them. One of the ways they do this is through the Workout of the Day (WOD). A different workout every day is emailed out to all crossfit me

    • 40 min
    #14 - How to compete with the Giant of the Digital World - Amazon

    #14 - How to compete with the Giant of the Digital World - Amazon

    Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and want to know how to get better at digital business.
    Coming up in today's show we’re going to be talking about how we can compete with the giant of the digital world, that is Amazon.
    Let's face it, Amazon is at the top of the food chain when it comes to the eCommerce marketplace. There is no doubt about it. From it's humble beginnings in the garage of Jeff Bezos 25 years ago to an annual excess of $230 billion with more than 647,000 employees, Amazon is huge and it is a Goliath of an eCommerce business. 
    And it isn't showing any signs of slowing down. CNBC recently reported Amazon's plans to take on the Indian market. They've got plenty of hurdles to overcome but it'll probably only be a matter of time before they resolve those issues and take their place as the dominant player in India's economy.
    As they grow and take on other countries, markets and industries, we have got to ask ourselves, do we actually stand a chance?
    Yes and here's two reasons why we absolutely stand a chance. 
    1) We leverage with Goliath. 
    eCommerce is only 10% of overall retail sales. The retail business is a $5.5 trillion business and only 10% of that is online. In the next decade it will jump to 20% to 40% and no one company can serve all those customers and all their needs. This is a great time to be starting eCommerce businesses.
    2) We compete like a Digital David.
    If you are familiar with the old Sunday school story of David and Goliath, in your head you will have a picture of this giant who is a champion, and is head and shoulders above everyone else. He is complete monster of a man and he is so intimidating that not one from the Israelite army is willing to go up against him. David, a shepherd boy, is the only one who volunteers. King Saul gives David his armour for battle but David takes it off because it doesn't feel right and instead chooses to slay the giant with what's familiar to him - stones and a slingshot.
     

    Malcolm Gladwell has written a great book called David and Goliath in which he talks about how to overcome giants. He explains how David is cool because he's unique, he's authentic and he knew what would work for him. He wasn't going to pretend to be a warrior in the King's armour. He chose to go with what was right for him - five stones and his slingshot. 
     
    This is how we Digital Davids compete - with what's authentic about us and with the tools we have. 
     
    Here are my five stones:
     
    Stone one: Customer relationships
    Amazon cannot create the relationship with customers in your niche that you can create. They just can’t. They are too big and they don't have the people, the resource, the drive, or the knowledge to create that relationship that you can have with your customer. We have to understand that our customers hold all the cards. They can choose to spend their money with us right here, right now, or choose our competitor half way around the world. As a business you need to get to know your customers by listening to them, anticipating what they need and solve their problems for them. Like David we can be quick and agile and adapt to the needs of our clients.
     
    By investing heavily in your customer you can earning their trust and loyalty. 
     
    Amazon isn’t personal on any level. It’s totally transactional. People buy with their emotion and so you have the advantage of being able to appeal to your customer’s emotions by being remarkable and awesome their eyes. 
     
    People love values. Other than speed and convenience, I am not sure what values Amazon does have. There is a whole host of tax issues with them, they are no longer the cheapest and the fake reviews are creating credibility issues for them. All these crevices can be exploited and can work in your favor.  
     
    Stone t

    • 30 min

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