On the up · 18 April 2017

The Gocableties pay-per-click strategy shows a product doesnt have to be sexy to sell

Within three years Gocableties has amassed hundreds of regular B2B customers in the UK
Gocableties was founded withthe intention of bringing the capabilities of ecommerce to aniche market cable ties. A product simple enough in nature, but difficult to source quickly.

Owing to its onlinemarketing strategy, Gocableties has beenable to reach customers easily and become a leading vendorof cable ties in Britain. The company now’supplieshundreds of B2B customers, from county councils andpolice services to householdbrands and logistics companies.

Businessadvice sat down with co-founder and marketing director Tomarmenante to find out how a combination of digitalmarketing and a traditional approach to customer relationships put Gocableties on a promising platform for ecommerce success.

  1. Who are you and what’s your business?

Im Tom Armenante, the marketing director for Gocableties. We are a pureplay, online-only cable tie supplier serving the United Kingdom and European markets.

We offer incredibly competitive pricing, impeccable customer service and a digitally-innovative approach which we wholeheartedly believe helps us to stand out from the competition.

  1. How long have you been around for?

Gocableties was established in 2014 and has been quickly growing now for over three years. Along the way, we have faced a range of challenges that has made our business resilient and here to stay.

  1. How do you make money?

We grow the business through a strong combination of B2B relationships and one-off ecommerce orders this has given us two separate angles to quickly grow the business.

  1. What makes Gocableties different and why should people take notice?

There’s two aspects of our strategy that we feel have really helped us with growth. Firstly, the strength of our digital marketing. We have a best in class? pay-per-click (PPC) campaign running to make sure we are visible out there to everyone who is looking for cable ties.

The other is customer service it’s at the heart of what we do. We make sure we build long-lasting relationships with our customers through one-on-one contact by our client management team.

  1. What was key in terms of getting started?

Just having a go! We had no idea if it was going to work when we started. There’s only so much research you can do to see if the market is there before you just have to take that leap and test it to see if people will be interested in the product you sell.

Tom Armenante with Gocableties founder Freddie Miller
Gocableties co-founders Tom Armenante and Freddie Miller
  1. What’s your biggest achievement to date?

While Id like to say the marketing activity, it has to be the relationships we have built with our customers. The reviews we have received are incredible attributes to the company, and the fact that B2B customers come back to us again and again is testament to the team and a critical cornerstone of the business.

  1. What setbacks have you had along the way?

We havent suffered any major setbacks, although one thing I have learned is to make sure we do our research on any large decision we make.

For example, the ecommerce platform we use is probably a bit too large for the campaign and industry we are in. A self-hosted, more plug and play? platform would have given us less technical hurdles along the way.

  1. In five years? time, I will be?


 
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ABOUT THE EXPERT

Praseeda Nair is the editorial director of Business Advice, and its sister publication for growing businesses, Real Business. She's an impassioned advocate for women in leadership, and likes to profile business owners, advisors and experts in the field of entrepreneurship and management.

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