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In today's episode of Winning With Shopify, Nick sat down with Michaela from True Cable for an insightful discussion about building a brand and connecting with customers. Despite operating in the low-voltage industry, Michaela explained how True Cable has managed to infuse their brand with personality, making their business stand out in a typically technical space.
One key topic was True Cable’s use of a product quiz that helps customers find the exact cable or tool they need. Michaela highlighted the importance of understanding customer knowledge and creating content tailored to that level, ensuring that both DIYers and professionals can easily find the right products. She also touched on the role of AI in marketing but emphasised that True Cable still prioritises the human touch when it comes to crafting reliable, informative content.
What sets True Cable apart is their approach to content creation. Their entire team, including technical experts, is involved in writing blogs and creating videos, which not only helps streamline their content machine but also boosts their SEO and email marketing strategies. These two channels have become True Cable’s primary drivers of traffic, reducing the need for paid ads. Michaela also shared their process for A/B testing everything, from email subject lines to website optimisations, to continually refine their marketing performance.
Another major theme in the discussion was how True Cable values customer feedback. Michaela explained that they respond to every review, suggestion, and question, ensuring that customers feel heard. This open communication also plays a crucial role in B2B sales, where customers need to justify their purchases to managers or business leaders, and True Cable’s transparent approach makes that process easier.
Michaela also shared her insights on keeping up with the fast pace of digital marketing. For the True Cable marketing team, prioritising the right projects and focusing on what truly drives results, such as SEO and email marketing, has been key to their success. Michaela’s advice highlighted the importance of balancing creativity with data-driven strategies.