How to navigate these common roadblocks to grow a successful business

You don’t need to be told again: eCommerce business is booming in 2021. 

Kiwis are shopping online more than ever before, and established retailers are seeing the value in offering high-quality eCommerce options to capitalise on this trend. 

But it’s not quite as simple as just building an eCommerce site and seeing the sales roll in. 

As the trend grows so does the competition, and it takes more to not only be noticed but to win over the hearts (and wallets) of your target customer. 

So what can you do to smooth the road to success for your eCommerce business? These are 5 things that commonly trip up small businesses in New Zealand - and what you can do about them. 

1. Nailing your pricing 

One of the hardest parts about launching your product into the world is getting the pricing right. Too high and you’ll struggle to compete with cheaper options, too low and you’ll struggle to turn a profit. Then you’ve got to consider overheads and marketing costs, and it can quickly get complicated. 

So how can you nail your pricing to find a happy medium? 

We advise our clients that you don’t want to compete on price, or you’ll quickly find yourself in a race to the bottom. Instead, look for other ways to compete - customer service, product range, flexible shipping options, etc. 

You could also look at offering regular sales or discounts for email subscribers to encourage return customers. 

When you are working out profit margins, remember to include a set marketing margin too, so that your advertising and business can scale together. 

2. Building a brand reputation

“eCommerce businesses have one big disadvantage against traditional brick and mortar stores - they’re perceived as being less trustworthy. Building brand reputation helps counteract this, and if you can make people aware of your brand prior to purchase, that trust battle is already won.”  - Josh Sexton, Digital Performance Director, Sprocket

Building a brand reputation is more than just having people remember your name, it’s about creating positive associations with your name and products through good customer experiences. 

Businesses of all sizes can protect their reputation by actively engaging with their customer base and improving customer relations at all levels, from pre-purchase through to ordering and post-delivery care. 

Responding graciously to online comments - good and bad - is important to establish your company as one that cares about its customer feedback and can be relied on to listen to customer needs. 

3. Getting found through SEO 

Just having your website online isn’t enough to get it found. With dozens of competitors vying for the same keywords within your industry, you’ve got to ensure your technical and on-page SEO is all in ship shape each time you publish. 

“eCommerce businesses typically have a large range of products for sale. Each of these products are able to be optimised individually to rank on google and pull in free organic traffic and sales.”  - Josh Sexton, Digital Performance Director, Sprocket

An SEO optimisation process will ensure your site is complying with best-practices,  can lift your ranking on the search pages, and deliver ongoing, sustainable traffic and revenue for your business. 

The potential for growth from SEO optimisation can be massive, but not all business owners have the time or knowledge to do this themselves. Partnering with an experienced digital marketing agency can allow you to capitalise on these opportunities without having to take time away from running your business. 

4. Producing consistent content 

Consistent, relevant content is the core of any social media or SEO strategy. As well as telling Google that your site is active and fresh, it tells your audience that you’re knowledgeable in your area and have the skill to solve their problems. 

But creating consistent content can become a real burden when all you wanted to do was sell your product - now you have to write blogs every week too? 

Many businesses choose to outsource this part of the process, either through their digital marketing agency or to a trusted writer. For business owners who do it themselves, a content calendar is key to ensure they remain on schedule and know what they’re writing about from week to week, reducing any hesitation around topics or timelines. 

Anything relevant to the products for sale is worthwhile - how to use the products, maintenance, updates to improve their use, or related topics. Consistency matters more than frequency, so start small with a manageable number of new content pieces per month, and build from there as you grow. 

5. Making sense (and use) of your data 

Once your analytics is set up, making sense and use of your data is important to help increase efficiency in your campaigns, improve your overall ROI, and grow your revenue as a result. Many business owners shrink away from analytics or put it in the “too hard” basket, not realising how vital data is to helping you scale successfully. 

An understanding of proper set up, analysis, and implementation of your data can dramatically improve your advertising performance, making the difference between a campaign that breaks even, and one that triples your income that month. 

Customer purchase journeys aren't as simple as seeing an ad that then directly leads to a sale - we need to look at attribution as a key data point for determining marketing success. 

It is our job to analyse the different roles that traffic sources play in these complex journeys, and assign credit where credit is due, so that we are able to properly optimise campaigns and allocate suitable budgets for the future.” - Josh Sexton, Digital Performance Director, Sprocket

We recommend partnering with an experienced digital marketing agency for support with analysing your data and implementing the findings. Sprocket Digital live and breathe data and digital marketing, and we know how to use it to help eCommerce businesses grow. 

Start scaling your eCommerce business today - call Sprocket Digital

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    Sprocket has been an incredible digital marketing partner, helping us grow our monthly turnover. They are extremely helpful and are quick to respond to any needs we may have. I would highly recommend for any company looking to take on a digital transformation journey.
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    We love working with the Team at Sprocket Digital. They really take a personal interest in your business and come up with some fantastic marketing ideas, that have seen our sales grow in just the short time we have been working together. 100% trustworthy and love that they are NZ based and only a phone call away when you need them.
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    Great start with Sprocket. Particularly like the data driven methodology, transparency and friendliness.
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    We are a new Client of Sprocket and I cannot fault them! Especially Ethan, he has been so available and clearly knows what he's talking about. He has been very patient with us and has thoroughly updated and explained every part of the set up and progress to date. Highly recommend using Sprocket Digital
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    Covid lockdowns meant complete operational shut down for our small NZ owned business. However, in the last few months we have finally got back up and running again with the help from Josh and his Sprocket team.Their understanding, resources and communication has been unwavering in this process and we have seen measurable results month on month. Trust plays a big role in digital marketing and I believe their formula is full proof.Sprocket has had a big role to play in getting our small business back on it's feet. I couldn't recommend this company enough!
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    We own Better to Give . We have only been working with Harry at Sprocket for a few months, but as a brand new E-Comm start up we knew we needed someone who could build our sales with fast and effective campaigns. We are very happy with our progress thus far and look forward to a long prosperous working relationship.
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    I have been working with Sprocket for about 6 months, and the team has delivered outstanding results, giving us one of the best return for every dollar we spent through them. I have worked with digital agencies across Asia, Europe, and NZ over 15 years, but the ROI improvement I have seen Sophie and the team deliver is best in class. If you are a result-focused marketer who needs an agency to get you results, try letting them run your campaign. It worked great for us.
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    We have been working with Ronnie and the team at Sprocket for a few months now and have been stoked with the results. Super helpful, very responsive to questions and great to work with. Would highly recommend.
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    Good people with excerlent skills, lead generation and communication. Thanks Team. Their performance dashboard is also awesome 👌
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    This is the second time I have used Sprocket Digital in my role as Marketing Manager for small to medium sized businesses. Given our marketing team is very small and we don't have a specific digital marketing resource internally, it gives me peace of mind knowing that all our digital needs are being outsourced to Sprocket. On both occasions of working with Sprocket, the team have very quickly got up to speed on our business. The setup is seamless and my regular meetings with the team help to identify opportunities for us to leverage. The entire team are really knowledgeable and down to earth even though they have some very experienced people working on our account. I would highly recommend Sprocket to any other business who wants expert advice and guidance on their digital marketing with an accessible and down to earth approach.
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    Harry and the Sprocket team have been amazing in connecting with and successfully converting a new audience for our business. During these challenging economic conditions, the additional revenue they've generated has proven to be invaluable. Their professional, transparent, and data-driven approach has rekindled my confidence in the agency model.
    The results speak for themselves. Our website has been lifted to the next level, in both hits & resulting translations into physical orders. Thanks Kieran & Team!
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    Sprocket Digital has been great to work with and has provided great inside and addition to the digital side of our business (Kitchen Things) their SEO team is fantastic and Harrison their Email marketing specialist is an absolute savant when it comes to knowing how set up email campaigns, templates as well as automatic email flows and the logic required to make them impactful and effective for a business. They always continue to impress with the work they do.
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    Started working with Sprocket just before the lockdown this year and have to say I'm very impressed with the level of service, support & results we get from the company. Our account manager, Sophie has been very helpful in making us understand the process at the same time took the time to understand our needs and understood exactly what would help achieve our business goals.Highly recommend!
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    We have been working with Sprocket Digital for 3 month now and I am very happy with the team. They offer great service from analyzing our needs as a business to delivering a great action plan. I can highly recommend to any business which is looking for a fantastic marketing team. Kind regards Frank
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    FINALLY... a digital marketing company that actually gets the results. This is the 5th business I have dealt with in the last 7 years - and the only business that has proven results. Our sales have increased hugely and it's only been 1 month. Harry is amazing to work with and the whole team at Sprocket Digital know exactly what they're doing. The results speak for themselves. Highly recommend!
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    We've found Ronnie, Dan and the team at Sprocket to be great so far. Onboarding process was nice and easy, and they have been available at any time to help us with any queries we've had. We're pleased with the results so far and the growth we've seen, and look forward to continuing to grow both the business and our relationship!
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    We have been working with Luke and the team at Sprocket for a few years. Sprocket Digital has been great to work with, very knowledgeable team of local digital marketing experts. Highly recommend!
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    We have worked with a couple of other agencies that did not deliver and I'm impressed with the level of service, support & results we get from Sprocket. Within a few weeks of working with Sprocket, we can see immediate improvement on our sales. Harry and the team has taken the time to understand our business and continue to work on delivering results. We look forward to continue working with Sprocket to grow our business. If you are looking for a result-focused agency, you can't go wrong with Sprocket!
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    Outstanding, the team at Sprocket have been tremendous, and taken our store to the next level. Ronnie and the team are on to it and get things done quickly to a high standard. If you are looking for a marketing team, this is your one stop shop for all your marketing needs!Team at
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    Sprocket Digital manages all of Louvretec’s digital advertising across Australia and New Zealand, focused on gaining a higher volume of quality leads and standardising advertising creatives across all their locations.

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    Sprocket Digital
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