eCommerce Impact Podcast: Recent Episodes
Jessie Healy
Hear how founders launched and grew their eCommerce brands, plus get tips from the expert agencies and strategists who support them. Every two weeks, Jessie Healy, Founder and CEO of Webtopia, sits down with some of the biggest movers and shakers in the world of sustainable eCommerce. About your host - Jessie Healy is the former head of Performance Marketing for Etsy, and 4 years ago founded Webtopia - a growth agency for mission-driven eComm brands. See more on www.ecommerceimpactpodcast.com
Mike Rhodes recently exited his Google Ads Agency and now spends his time playing with AI - he's here to chat you through some super fun and easy ways you can start thinking about using AI, without it feeling overwhelming and scary.
After this chat I have already started doing new things with AI that I never thought possible. Prepare to be inspired!
https://mikerhodes.circle.so/home
Benjamin Gold is a serial eComm entrepreneur, investor and agency-owner and he is here to tell us why SEO could be the secret to unlocking growth in your eComm at a fraction of the cost of paid ads
He drops some huge nuggets on the call that you can implement right away on your Shopify Store.
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Why SEO is one of the biggest leverage points to bring down cost per acquisition of eCom/Shopify businesses
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Shopify SEO Quick-Wins anyone can apply today to increase their organic traffic and revenue
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How to leverage SEO/keyword data to be more strategic about business/product line expansion and increase your AOV & LTV
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Lessons from generating $29.6M with organic traffic in Shopify sales
-Which three places to include the target keyword and how to include it in your description.
-How to use Chat GPT to help optimise your descriptions.
If you sell your products in retail and have been wondering how to connect better with those customers - you are in luck. This week we have Kait Stephens here to talk to us about a new technology that allows you to get those mysteries retail shoppers onto your Klaviyo list, and even better you can also create promos that they can redeem in store, and track - without having to involve and negotiate with retailers.
For the first time ever - a solo episode from me - here to tell you my story of how I got here!
From random grad jobs, to lots of travel, and then being forced into entrepreneurship at 7 months pregnant - here is my no-holds-barred story!
Want to connect - find all my socials and my newsletter at www.jessiehealy.com
Rosie Davies Smith is back by popular demand to share all the PR secrets on how to get your product into Christmas gift guides this year- Rosie is the founder of PR Dispatch - a PR platform supporting over 350 product-based businesses.
In this episode, we discuss about-
◾️How Christmas Gift Guides can grow your eComm store
◾️How early to plan for Christmas PR
◾️How the press helps skip the research phase for customers
◾️Step-by-step guide to getting featured in a Christmas press - assets, timeline and well-written pitches
◾️How to uncover the right journalists to approach
◾️Is your brand profile right to be featured in the Christmas gift guide
Reach out to Rosie-
Website - https://www.prdispatch.com/
LinkedIn - https://www.linkedin.com/in/rosie-davies-smith-15191826/
Let’s get down and dirty with your numbers - with finance maestro and founder of CFO expertise (Now Rebranded as DTC wealth) Jarrod Souza. Jarrod is here to shed light on how you should handle your finances - especially if you plan on an Exit.
In this episode, we talk about -
- How to figure out your CAC goal and lifetime value
- At what stage should a brand be more aggressive with acquisition targets
- How to forecast cash flow for your business
- How to get your per-unit cost down
- The biggest mistakes businesses make while dealing with finance?
- Ideal profit margin an ecom brand should have
- How to avoid inviting bankruptcy
Follow DTC Wealth to get hold of their cash flow calculator -
LinkedIn- https://www.linkedin.com/in/jarrodsouza/
This week we are joined by Will Lawrenson, CEO of Customer Who Click! Startup marketer turned CRO specialist, Will, shares all the details on how to optimise your business for a better CRO.
In this episode, we talk about-
- The UAM method to increase your conversion - Usability, Anxiety & Motivation
- How social proof makes your product seem genuine
- The biggest misconceptions about CRO
- What REALLY motivates a customer to buy your product
- Why you need to ask different questions to buyers and non-buyers important to understand their purchasing decisions
- A scoring model to determine the priorities for testing
- How to determine if conversion rate changes relate to the new test
- The best tools to improve your CRO in 2024
Reach Will at :
Website - https://www.customerswhoclick.com/
LinkedIn - https://www.linkedin.com/in/willlaurenson/
Twitter - https://x.com/WillLaurenson
This episode is a recording of a recent workshop we gave - covering the four powerful changes you can make in your eComm marketing strategy to help you turn a corner in your growth.
We delve into what separates e-commerce brands that manage to scale from those that stay stuck and churn their wheels. Hosted by Webtopia Founder/CMO Jessie Healy and insights from Ben Dyer, Head of Growth at Webtopia, we uncover key strategies and shifts crucial for e-commerce growth in 2024.
Key Discussion Points:
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The Common Sticking Points Holding Brands Back
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Understanding the Four Key Shifts
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Workshop Insights and Real-Life Examples
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Implementing Change in 2024
Tune in to hear what you could be doing differently to gain traction in these more challenging times.
This week we are joined by Andrew Leahy founder of Seed Accel. Andrew was just 19 when he entered the ecom space and never looked back! Learn about how to attract the perfect investor for your brand!
In this week’s episode we cover-
- What are the elements an ecom brand should establish before seeking an investment?
- Why are metrics important for getting an investment for your ecom brand
- What makes you the right person to scale a brand
- Which route should you choose- investment, bootstrapping or borrowing
- How to seek the right investor for your business
- What are the types of investors
- Who are angel investors
- What is a good way to look at valuation for your brand
- How to sharpen your brand valuation
- How to make an unforgettable pitch
- What are the key metrics investors look for before investing in your brand
Find Andrew on LinkedIn: https://www.linkedin.com/in/drewzealand/
Jordan West takes us through the secrets to his incredible success with TikTok shop! Jordan is a multiple eComm brand owner, eComm agency owner all around e-Commerce growth expert and he has a tonne to share with us today,
In this episode, we talk about-
- How TikTok changes the way we interact with influencers
- How to get UGC for your ads via TikTok shop
- How the brand Frost Buddy scaled their business with TikTok shop
- How to get a hold of creators that crush
- Hacks to repurpose UGC for multiple purposes
- How to manage a huge number of influencers
- What kind of brands do best on TikTok shop
- How to SEO your listings on TikTok
- What is fulfilled by TikTok and how to set it up
- Should you run TikTok ads for your shop?
Twitter- @jordantwestecom
Website- https://upgrowthcommerce.com/
Join us this week as Shopify maestro Clayton Bates shares the ultimate secrets to uplevel your Shopify store. Don't miss out on the insider tips from a true veteran of Shopify:
- Common mistakes people make with Shopify
- Tricks to a more effective Shopify homepage
- Which review platforms he love
- Tips to improve your performance on Shopify store
- What to put on your ‘about you’ page
- When should you jump from Shopify to Shopify plus
- What are the benefits of Shopify plus
- How to approach design for a brand new Shopify store
- Importance of UX (user experience) and UI (user interface) design in e-commerce
- How to ensure your Shopify store grows with your business
- What is the need to update your Shopify website often to convert more
- Efficient Apps for e-commerce Shopify stores
- Shopify vs non-Shopify themes: How should you approach it
Find Clayton-
Youtube - Clayton Bates Shopify Expert
Website - www.inspiresmallbusiness.com
Webtopia’s Email marketing lead Mo Magdy talks us through the ideal flow strategy that doubled a client’s revenue.
This is a special episode where we discuss how a brand’s monthly email flow revenue percentage went from 10% to 17.6% using email flows
- What is an email flow
- How to segment your email list better
- How to send fewer campaigns and still hit the growth goals
- The five main email flows that an e-commerce company should have
- Detailed 5 email welcome and post-purchase flow structure
- Why is it important to test different offers to figure out which ones convert best.
Melina Palmer is an award-winning podcaster and author of several books about neuroscience and marketing - today she is here to talk about how behavioural economics affect your business and consumer psychology.
- Secrets of the brain that are most relevant to e-commerce
- How the brain works and how it can be applied to your marketing
- Why knowing how to communicate with your customers is a game-changer
- User-buyer psychology to get more sales
- How can you apply behavioural economics to make your website and ads perform better
- Where do you begin to learn about consumer psychology
- 16 concepts to apply behavioural economics to your eCommerce business
- Why is framing your offer is important for marketing
- What is priming and why is it important for brand-building
- What is the peak-end rule in marketing?
- How choice architecture impacts your e-commerce business
- Fun idea to tackle your 404 errors page
Find Melina -
Website : thebrainybusiness.com / @thebrainybiz
Try before you buy : Get a free chapter of any of Melina’s books by going to: www.thebrainybusiness.com/jessie
Something a little different this week - a fireside chat between Webtopia’s CMO/Founder - Jessie Healy, our CEO Tristram Dyer and our Head of Growth - Ben Dyer about the 4 key marketing shifts to become a $10M eCommerce brand.
We are lucky to have a view ‘under the hood’ of 30 fast-growing eComm brands - we have noticed some key shifts that brands need to make to their marketing to make break the $10M ceiling.
Listen up as we cover:
- Why your brand hasn't yet broken this ceiling
- Common traits we see in high-growth, scalable eComm brands
- 4 shifts you can make to set yourself up for growth in 2024
This week I chatted to Emeric Ernoult, the Co-Founder of Agorapulse (social media management platform used by more than 11,000 businesses across 180 countries) about social media strategies that convert social engagement into revenue (with real business examples). How organic social media ROI is not a myth, but you have to change your approach to get results.
This is what we cover:
- How to measure ROI of your organic social - without the manual labour
- Why addressing a specific passionate crowd of people bring you the most conversions
- Why is tooling so important to take away from all the manual work
- What are the best social channels and formats best for an e-commerce business
- Winning strategies to use on Pinterest for eComm
- How to fill your content calendar
- Which social channels should new brands focus on
Find Emeric on LinkedIn- https://www.linkedin.com/in/ernoult/
With more than a decade of experience in eCom & digital marketing, retention marketing expert Alex Greifeld shares her insights on life cycle marketing.
In this episode, we dive deep on topics of-
- Key phases to customer life cycle: prospect phase, nurture phase and loyalty phase
- Why your strategy should be different for loyal customers vs new customers
- Strategies to convert a one time customer into a loyal customer
- How 50% of the loyalty is built before first-time purchase via brand marketing
- How promoting best sellers on your most expensive channels lift your conversation rate
- The 30 first golden days of communication: Period to retain more customers
- What mistakes brands make which don’t help customer retention
- What metrics to use for brands to check their retention strategies
- Strategies for direct mail for ecomm brands
- Mistakes commonly made during loyalty programs
- How to strategically approach your retention in 2024
Find Alex Greifeld on -
https://nobestpractices.co/
https://twitter.com/heyitsalexP
http://nobestpractices.co/newsletter/
Melina Palmer is an award-winning podcaster and author of several books about neuroscience and marketing - today she is here to blow our minds with insight into the way we price products. Her new book - The Truth About Pricing is out next month and explains the neuroscience of consumer behavior and how we can use it to improve pricing, increase sales and create better “brain-friendly” messaging about our prices.
- How traditional pricing advice ignores psychology and creates overwhelm
- Why most buyers don't actually make decisions based on price
- How the brain makes decisions, and why is this important when it comes to pricing
- The difference between a value business and a quality business and why it is important to decide which one you are.
- How status quo bias and loss aversion affect business owners when they are making decisions around pricing
- How brand owners fall into a trap of me-too pricing and how you can avoid it
- Choice architecture and some of the practical ways that this can be applied to pricing for ecommerce product brands
- What are ‘nudges’ and why they are important
- What is the best number to end your prices with?
To hear more from Melina follow her at @thebrainybiz pretty much everywhere (also “Melina Palmer” and “The Brainy Business” on LinkedIn). Follow #TruthAboutPricing to connect and see insights from others. Get a free chapter of any of Melina’s books by going to: www.thebrainybusiness.com/jessie
With more than half a BILLION in ad spend under his belt - Barry Hott knows a thing or two about making ads that convert. In this episode he dishes the dirt on both his unique approach to Ugly Ads and how he structures ad accounts to give the algorithm the best data to find winners.
- How Barry uses ChatGPT to help him research ad ideas
- How to figure out what your audience wants - by immersing yourself in their whole world.
- The pros and cons of Foreplay.app and how Barry thinks about it differently.
- How to make your ads fit in to the feed so they don’t get skipped
- Authenticity and why you can’t fake it
- How to choose the right products to focus on for ads.
- Is dynamic creative testing right for you?
- The three two two method for Dynamic Creative Testing
- Best apps for working in the biz - Capcut, Descript, foreplay etc
This week I sat down with one of the sharpest minds in marketing - Hawk Media CEO Eric Huberman, Hawke Media is now valued at over $150 million, and one of the fastest growing marketing agencies in the United States.
- The three most important principles of marketing : Awareness, Nurture and Trust
- The two main reasons a business will fail
- The most important elements of trust-building in marketing and how you can achieve them.
- Why you should never build a business targeting a customer with no money!
- Building a business for enterprise value vs sustainable business: what should you aim for
- How to know if you have a product - market fit
Find Erik on LinkedIn : https://www.linkedin.com/in/erikhuberman/
In this podcast episode, we cover topics on-
- At what stage should you start selling their product on Amazon
- What categories of products are best on Amazon
- Why are the the first 18 months crucial
- Launching your product on Amazon
- The three C’s of Amazon marketplace: Competition, commercials and competition
- What is an “A plus content” on Amazon
- What are the biggest challenges DTC brands face
- Best practices: Amazon Paid advertising
- What are the pricing strategies to consider before selling on Amazon vs your website
- Big changes afoot on the platform
Find Hamish on LinkedIn: https://www.linkedin.com/in/hamishconway/
This week, I sat down with Webtopia’s very own email marketing lead Mo Magdy to chat - Mo breaks down the exact playbook we are running for our 7 and 8 figure clients so you can steal our secrets.
In this episode you will learn:
- The optimum to start sending out Black Friday emails
- How to segment your email list for peak season success
- How to approach strategy for different segments of your email list
- How to attain more deliverability during the Black Friday period
- How to execute early access to your Black Friday deals
- How your flows should change during Black Friday
- Our optimum sending schedule for Black Friday weekend.
- How to tackle Cyber Monday
If you have been avoiding the data in your eComm business - then this is the episode for you. Courtney Lindau Lee is here to make it easy for you to get comfortable with your eComm data - and learn how to gain insights that could uncover hidden profit and allow you to grow faster.
We cover:
- The best tools to track your data
- How to avoid the mistakes people make with data in their business
- Some GA4 Tips and Tricks
- What are the difference between universal analytics and google analytics 4
- Attribution - when and how to dive into this minefield
- Looker Studio vs google analytics - Which is the right one for your business
Find Courtney on LinkedIn- Courtney Lindau Lee - https://www.linkedin.com/in/courtneylindau/
This week, join us as we take a deep dive into:
- How to maximize average order values
- The biggest conversion rate optimization mistakes - and how to avoid them
- How you can review and edit AI-generated content via Optimonk
- How user-centric feature development can help identify features that resonate with your users
- Tackling CRO and Facebook ads challenges
- Understanding the difference between zero party and first party data
- Effective ecommerce strategies - email marketing, product videos, and live demonstrations
Hungry for more ecomm insights? Check out Optimonk’s incredible resource library at https://www.optimonk.com/templates/use-cases
Follow Eric on LinkedIn- https://www.linkedin.com/in/ericmelchor/
This weeks episode is a special one!
I sat down with the senior media-buyers from Webtopia - to find out what is working now in the ad accounts - stay tuned to find out more on:
- Success we are seeing with Web+Shops Campaigns on Meta
- Demystefying Cost Cap campaigns
- A Tactic for using Bid Caps to speed up ad delivery during a short campaigns
- A strategy for capturing high-quality email audiences - that convert at up to 10%
- How we are testing creative now
- A tip for maximising conversions as the season changes
On the pod was:
Charlotte Sargeant - Head of Paid Social Strategy
Ben Dyer - Head of Growth
Seif Quattan - Senior Paid Social Strategist -Meta
Arun Easwaran - Senior Paid Social Strategist -Google
This week I sat down with the hilarious and whip-smart Jess Cervellon from Feastables, to chat about all things customer experience. In this jam-packed episode you’ll learn:
How to make each customer feel like a VIP customer
What stage should brands focus on customer experience
Why you need to make a detailed map of post and pre purchase customer behavior
The importance of a product feedback loop
What metrics your CX team should be tracking
What are the best tools for CX
In house or Outsourced CX team - what is better for your brand
How to use feedback and product review to understand what your customer
Reach Jess at - Jess Cervellon on LinkedIn
Website - https://jesscervellon.com/
Show Notes-
Insider secrets to a massive Kickstarter campaign
Pre-campaign preparation and lead generation for Kickstarter
Ekster’s journey: From initial campaign to phenomenal growth
Building a strong team and performance marketing strategies
Mastering the art of advertising and scaling
A peek behind the curtain of an 8-figure creative process
Nailing short form viral video as a product brand
Becoming a B Corp: Sustainability and Growth
How to navigate setbacks
This week I sat down with Kurt Elster - the internet’s resident expert on all things Shopify.
If you are wondering why to pay attention to in this latest update, and how it is all going to work - then listen up, we dive into:
- The most notable of the 100+ Shopify Updates
- Shopify’s AI assistant- sidekick and how it will actually help you.
- Shopify’s AI powered tool - Shopify Magic
- Shopify bundles native tool
- Native Subscriptions add-on - and how it compares to apps you might be using
- One page Checkout and its potential massive impact on your conversion rate.
- Checkout extensions and what this means for you!
- What can you expect from Shopify in future
Kurt's Twitter- @kurtinc
Jessie's Twitter- @Jessie_Webtopia
Host Jessie is here to spill the beans and empower you with insider knowledge that'll revolutionise your ad game! In this special episode Jessie shares a training on her agency’s framework to create winning ads and embrace the power of psychology!
Tune in to find out
* How emotion and storytelling can be the powerhouse behind your ad success
* Stand Out, Be Bold: Embrace Uniqueness: how to stand out from your competitors and create ads that break the mould and mesmerise your audience!
* How to evaluate data and harness customer and review research
* Reel Them In: The Power of Hooks in Ads! Craft irresistible hooks and keep them captivated throughout!
Your ads are about to level up with these game-changing strategies!
Ready to take your brand to new heights? This week we are joined by fast-growing recycled baby-gear Good Buy Gear's Brand Communications Lead, Maddy McLean. In this episode we dive into valuable insights and practical tips to help you master key aspects of brand growth.
*Mastering the Posting Cadence: Discover the art of thoughtful posting that keeps your audience engaged and craving more. We'll share expert techniques to strike the perfect balance between frequency and quality, ensuring your brand stays top-of-mind without overwhelming your followers.
*Influencer Marketing Unleashed: Learn how Good Buy Gear harnesses the reach and influence of social media stars to drive your brand's growth.
*Positioning for the Pinnacle: We'll explore the importance of crafting a unique brand identity that captures hearts and minds. Rise above the competition and secure your spot at the top!
*Landing an Investment for Your Brand: Maddy shares invaluable tips and tricks to attract investors and secure the funds you need for growth.
Growing Your Customer Base from TikTok: Explore the untapped potential of TikTok and learn how brand X is harnessing this channel to great success.
The Importance of Testing Content on Social Media: Discover why testing content is a game-changer for your brand's social media success.
The Power of Authenticity in Driving Traffic: Learn how being honest in your blogs can drive more traffic to your brand. The benefits of honesty in building a loyal following.
Don't miss out on these valuable insights and actionable tips! Download this episode now and accelerate your brand's journey to success.
In this special mini podcast episode, we interview Elena Miller , a live shopping host for an established German eComm brand, to hear all about the concept of live shopping and its integration into the e-commerce landscape. Live shopping emerged as a billion-dollar market during the COVID-19 pandemic and continues to grow in popularity. Elena shares how customers can watch product presentations and demonstrations in real-time. Engaging with hosts through chat and Q&A features enhances the unique shopping experience. Learn how you can incorporating gaming elements like discounts and interactive challenges, engagement levels are further elevated. If you have been curious about this technology then listen in!
In this special mini podcast episode, we interview Elena Miller , a live shopping host for an established German eComm brand, to hear all about the concept of live shopping and its integration into the e-commerce landscape. Live shopping emerged as a billion-dollar market during the COVID-19 pandemic and continues to grow in popularity. Elena shares how customers can watch product presentations and demonstrations in real-time. Engaging with hosts through chat and Q&A features enhances the unique shopping experience. Learn how you can incorporating gaming elements like discounts and interactive challenges, engagement levels are further elevated. If you have been curious about this technology then listen in!
Our guest this week Kanika Misra of Boston-based CRO agency Bedabedagrowth blew my socks off! In this episode she breaks down, step by step CRO process her agency has developed - sharing the incredible story of DOUBLING the conversion rate of a beauty brand.
Stay tuned to hear how this holistic approach could completely change the game for your eComm business, and get a full breakdown of the psychological hacks and data-focussed approach that has driven $11.9M in incremental revenue for the agency's clients.
Step one: DATA & EVALUATION. Kanika talks us through how they use data to evaluate the best paths forward.
Step Two: Psychological copy and creative. Find out how using impactful language to leverage the reader's emotions and motivations at the right time is the key to action.
Step three: INTUITIVE USER FLOW. -Kanika breaks down how to Analyze your product to understand the types of decision a user needs to make. Then limit the number of user decisions and identify what information is most vital.
Contact Details-
Email- kanika@bedabedagrowth.com
Twitter- @Kanika_misra
This week we have EComm brand founder Israa X here to tell the amazing story of how she took a bootstrapped drop-shipping brand from scale to exit within 3 years, by focussing relentlessly on her email marketing.
Hear how she prioritised community and deliverability to make sure her emails reached and resonated with her audience, and how investing in her email list as an asset made for an easy sale when she needed to pivot her business due to a difficult pregnancy.
In this podcast we cover-
- Why market research is so important to create a good brand
- How to understand margins to make sure your store stays profitable
- Why is copy writing so important for ads
- Importance of having a face for your business
- Why is the technical part of email deliverability important - SPF, DMARC and DKIM
- How to build a community around your brand
- Why look at your business data regularly
Show notes:
- How to build a systematic organic social media strategy
- Why and how you need to understand what your customer actually needs
- Why engagement outreach and conversation could be the missing piece in your strategy.
- How to decide on a content strategy - connection and converting content
- Why it helps to have a face for your brand
- Which channels to focus on while scaling up your business
- What kind of videos should a business post - TikTok vs Instagram
- How to use influencers and use their content in your own brand
- What should be the frequency of posts for your social media channels
- How to avoid burnout while creating constant content
This week I sat down with Lauren Schwartz, an agency-owner from California who has carved out a niche in creating profitable ads by working with a hand-picked pool of over 30 UGC creators. She breaks down exactly how she finds creators, as well as the process of turning their content into high-converting ads.
If you have been wondering how to approach this rapidly evolving space then this is the episode for you.
Lauren's website: https://theloft325.com/
This week I sat down with the founder of Replo - fast becoming the most popular landing page builder for Shopify. Landing pages have become the latest battle ground for squeezing better conversion rates out of your hard-won traffic, and if you are still sending all your traffic to the hoomepage or product page, you could be missing out on big improvements in performance! In this episode we talk about:
- The trend towards landing pages vs sending customers directly to product page
- The power of persona-based landing pages for different target audiences
- Secret recipe for great landing pages
- How to use Influencers to build brand trust
- How to sell without making customers feel like they are being sold
- How to build trust on your landing page
In this episode, we cover-
- When to invest in highly produced ads vs DIY ads
- How to decide when to go in-house or ad agency
- How to deal with competitors and others copying your ideas
- How to create a community of raving fans.
- Getting investment - how to find the right investor for a mission-driven brand
- What's coming up on the marketing landscape
If you have ever wondered how to get started with Affiliates and Influencer marketing but didn't know where to start - then this episode is for you. I sat down with Arlen Robinson the founder of OSI Affiliate Software who has been in the biz for over 20 years - he's definitely the OG of Affiliate marketing.
We cover:
*What is the difference between an affiliate and an influencer
*The best types of affiliates and influencers to work with and exactly where to find them
*How and why you need a customer referral programme
Links Mentioned: ArlenRobinson.com https://www.osiaffiliate.com/
*How to use the Net Promotor Score framework to increase customer lifetime value, improve your marketing and your product.
*What your ideal customers AKA 'soulmates' and detractors can teach you about your marketing and why you need to study both closely
*How cognitive biases like 'loss aversion' can improve your marketing performance
*The 'job to be done' framework and why it's more powerful than traditional customer personas
Links Mentioned.
https://academy.omniconvert.com/pages/valentin-radu
If you have been wondering whether quizzes could be right for your eComm brand - then listen in to this episode with PreHook Founder Gen Furukawa.
With customer cookie data disappearing fast and getting worse, finding innovative ways to get customers to give you their data is more important than ever. We dive into:
*The difference between first and zero party data
*The best tactics for getting customers to complete your quiz
*Exactly how you can then use the data to improve store performance
*Why less is more when it comes to the number of questions
*The easiest way to get started with quizzes - no coding required.
Links Mentioned: .https://prehook.com/
gen@prehook.com
@genfurukawa
Today's episode was a real eye-opener!
This week I chatted with Oliver Palmer - Oliver has over 10 years of experience in eCommerce. He is an advisor and consultant for eCommerce leaders seeking to accelerate growth with better customer research.
Now if any of you know me, you'll know I love to give a good list of tactics to implement to make a site perform better.
But today - I got seriously challenged on that by Oliver - who made me realise that 'best practice' can only go so far. What's really needed is research - to really understand who your customer is, why they are on your site and what they REALLY want.
We dive deep into the ways you do this - with lots of examples of how you can do this 'at home' on your eComm site.
Check out Oliver's socials here:
Website - https://www.oliverpalmer.com/about/
Twitter - https://twitter.com/ollee
This week I sat down with the absolute OG of Facebook (Meta) Ads Jon Loomer!
Jon has been the original fountain of knowledge for the Media buying community since the very early days of Facebook ads - he has published over 1000 blog posts helping marketers to navigate the fast-changing world of ads, and run a community of advanced Facebook marketers who he supports in getting the best from the platform.
We talked about some of the exciting changes on the platform:
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28 day click attribution
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Value-based delivery
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Advantage Plus and how it's working
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Using landing pages for more accurate tracking
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The inherent biases of the algorithm
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How the media buying landscaping is changing and the drawbacks of automation
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Why talking to people at every stage of the funnel is STILL important
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Jon Loomer's experience with TikTok so far - and why he is bullish about the platform
Find Jon Loomer at www.jonloomer.com
Or on TikTok at https://www.tiktok.com/@jonloomer
This week I sat down with Sam from Blink SEO - Sam has been in the eCommerce world for 20 years and his agency Blink specialises in SEO for eCommerce and Shopify . Their system typically increases organic site revenue for brands by 100% in a year - and in many cases has even doubled total revenue for brands.
Throw out all your assumptions about SEO being really hard, really slow and difficult to get results from - I was amazed to discover, with the right tweaks you can unlock massive growth in organic revenue.
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Why SEO could be the secret to unlocking growth in your eComm at a fraction of the cost of paid ads
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How you are probably confusing Google and a simple way to fix it
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Why category pages are the first place to start with SEO - and drive 60% of revenue.
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How to get links that increase your ranking
Links:
https://www.linkedin.com/in/sam-wright-17b6ab6/
www.blinkseo.co.uk
This week I sat down with Lauren Gregor, founder, and CEO of Rent-A-Romper, the LA-based kid's clothing rental brand - taking the hassle and wastage out of the children's apparel market and growing at an impressive rate!
Chatting with Lauren was super inspiring - she's a true mission-driven entrepreneur, who has built a brand with a passionate community from the ground up.
Listen in for some amazing insights you can apply to your sustainable eCommerce business.
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Why opening your calendar to talk to your customers could bring you insights and loyalty that have a huge positive impact on your marketing
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How to structure your membership for stickiness and retention
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Why slower acquisition strategies can lead to better retention rates
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How to build long-term relationships with influencers for better results.
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The importance of celebrating how far you have come
Check out Lauren's website and Instagram here:
https://rentaromper.com/
www.instagram.com/rentaromper
For full episode transcript and more information on the podcast go to www.ecommerceimpactpodcast.com
This episode is a little different - I wanted to shine a light on entrepreneurship in it's early stages - to provide some inspiration for others that are still in the thick of it. Hassan Muzaffar launched his low-sugar, high-protein cereal brand Yummos just a few short months ago - but already he has attracted an enviable team, some great investors and has created a brand that is gaining lots of attention.
Listen in to hear:- Why Hassan focussed on building a strong in-house marketing team BEFORE hiring any agencies
- Why his approach to brand has been central to success
- The importance of a clear vision from the start
- Hassan's approach to product development
- How Hassan went about getting investment in the early stages
- Why 'building in public' can attract investorsFollow Hassan's journey on Linkedin: https://www.linkedin.com/in/hassan-muzaffar-289b7a24/
Try his product at www.eatyummos.com
Find the brand on instagram: https://www.instagram.com/eatyummos/
This week I have a real treat for those who love creative strategy. I have my friend Matt Johnson on the podcast.
Matt is a fellow agency owner, who previously worked for 15 years as a viral video pioneer, building programs at New York Magazine, Business Insider, NowThis, and Men’s Health. Matt left New York City to join the ranks of entrepreneurs. Matt recently spoke at Social Media Marketing World on the main stage.
He’s the founder and creative director of Guide Social, a video ad creative agency that’s served hundreds of clients across the world including 17 businesses that were on Shark Tank (AKA Dragon's Den in the US). He’s also the founder of Ignite - a coaching program to help entrepreneurs grow their business with content.
Matt and I have run in the same circles for a number of years and so this was a really relaxed chat about what Matt is seeing in the performance creative space - as well as some really interesting musings about a completely different way to approach eCommerce Marketing.
Stay tuned as we cover:
- Why Matt is excited about TikTok as an ad platform and the specific format that is working for accounts he manages right now
- Exactly how Matt uses storytelling in performance creative to get better results
- The power of scripting your ads so they hit the right emotional triggers in your target audience
- Why Matt thinks video as a medium will be the driving force behind most marketing in the near future, and how brands can get behind this trend to win during challenging times.
- How brands can tap into the 'TikTok as a search engine' trend without much time investment
- Why eCommerce brands are guilty of focussing too much on features
- What the eCommerce industry can learn from high-ticket info-product marketing, Kickstarters, and infomercials
Follow Matt on his socials:
Matt's Website: https://www.mattjohnstononline.com/home
Matt's ads: https://www.guidesocialglobal.com/our-work
Matt's TikTok: https://www.tiktok.com/@bymattj
Hear how Kyle Stanger created his fashion awareness brand Boys Get Sad Too and grew it to £100k months without a plan, any financial backing and having dropped out of school, all before he turned 25. His huge success can be put down to his pure passion for his cause, a laser-like focus on his community of customers and a natural ability with social media coupled with limitless energy and focus. (edited)
In this heart-warming episode we cover:
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How following Gary Vaynerchuck's $1.80 instagram strategy helped Kyle grow his instagram to 60k followers
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Why having a mission you truly believe in is the most powerful motivator
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What's working now in paid and organic social advertising and creative
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Why leaning into your founder story is a winning strategy in 2022
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Kyle's advice for staying on top of your mental health when starting and running a business
Follow Kyle's journey on
- Instagram @boysgetsadtoostudio
- Website www.boysgetsadtoo.com
- TikTok @boysgetsadtoo
This week’s eCommerce Impact Podcast episode should motivate you to give PR the attention it deserves.
I chatted with Nora Wolf, owner of boutique New York Based public relations shop Wolf PR.
Nora has worked with global brands like Herman Miller, Kikkerland, Resident and ZigZagZurich on their strategies to be featured in publications like Esquire, Apartment Therapy, Cool Hunting Buzzfeed, Dwell, Wired and more.
Listen for:
- Why PR is an essential part of your eCommerce marketing mix - but how it should never be your only tool
- Why you need to put yourself in the journalist's shoes to ensure your pitch gets attention and coverage
- How your sustainability or diversity efforts can increase your chance of coverage
- Why you MUST read the publications in your industry and set up alerts for the coverage your competitors are getting
- How to plan ahead to get coverage for the peak gifting season
- How influencer marketing has become part of the PR process, and why you should pay for the content this brings.
This week I sat down with Stephen Duke from Wayflyer - a financing platform for eCommerce. I for one have to admit to not knowing a lot about the financing of eComm brands - so it was fascinating to hear all the different options that an eComm brand has - and how using revenue-based finance can be one potentially low-risk option once your brand has hit a good level of growth.
In this episode we discuss:
- The 7 types of financing options and the pros and cons of each
- How exactly revenue-based finance works
- What attributes a finance platform will be looking for in your eComm business and what KPIs you should be aiming for
- What rates of borrowing you can expect
We can't promise it will be easy - but brands that act now will have a bigger chance of winning at their Black Friday/ Q4 / Peak Season Strategy.
In this special episode of the podcast, Jessie sit's down with her senior Strategy Team - Pedro Cordero Head of Google Strategy and Charlotte Sargeant, Head of Paid Social - to discuss:
*What worked for eComm brands last year and what we think will work this year
*Why brands that plan their offers and start nurturing audiences early will get the best results
Practical tactics that get results like:
An increase in purchases by 396.39% with a tracked ROAS of 4.54x for a jewellery brand.
Increasing revenue from $63k in the previous quarter to $3.3 Million for a kitchenware brand - a 4700% increase in transactions - without a sale or offer!
Plus - Find out the clever tactic that our sustainable fashion brand client used - without discounting how they increased CTR by 50% versus October ROAS still increased by 22%
This week Jessie sits down with Sarah Levinger who is a highly celebrated Creative Strategist, Consumer Behavior Analyst who helps DTC brands increase their ROI with psychology-based creative.
In this episode you will find out:
Why traditional UGC advertising is not performing as well as it did last quarater
How tapping into your customer's emotion, psychology and demographics can improve how well your ad performs.
How the loss of targeting makes psychology and emotion much more important than it was before.
Sarah's process for mining comments and reviews to find advertising angles
How a person's childhood and underlying human needs can impact their response to advertising angles.
What can be learned from interviewing customers and how this can play into your creative strategy.
*How Sarah works with and briefs creators to get this new type of advertising creative to work.
Creators mentioned in the podcast: @LaurenLabeled @BrensCreatives
You can find Sarah at https://www.hgperformancecreative.com/
Find more info and a transcript on www.ecommerceimpactpodcast.com
This week I am featuring an episode of another AMAZING podcast I was recently a guest on. The eCommerce Influence Podcast with Lily Ackerly from Brand Growth Experts.
In the episode I share the nuances of the "new" Facebook platform and some paid social wins.
If you are struggling with your ad performance right now or if you are trying to learn more about how the platform works you will learn a lot.
What You'll Learn From This Episode
Big ideas for acquisition and retention marketing right now
If Facebook is still a viable growth channel for brands with smaller marketing budges
What a successful marketing mix might look like for early stage 6 figure eComm brands
Analytics and how to track your KPIs when data is skewed
*Sustainability and the future of ethical eCommerce
Resources @brandgrowthX on Twitter
www.brandgrowthexperts.com
Our website www.ecommerceinfluencepodcast.com
This week i am beyond excited to have Ed Williams on the show to talk about how the brand he co-founded - Candy Kittens has disruped an entire product category to become the fastest-growing confectionary brand in the UK
Ed has been named in the Forbes 30 under 30 list for retail and e-commerce and has so much to share today. A few highlights
How 20,000 t-shirts sold in a day via twitter funded their growth
How they used pop-up shops and offline activations to grow online traffic
How they created buzz and hype around the brand for two years before they had any real product.
Why brand should be core to everything you do
How they launched in high-end retail to elevate the position the brand
How online chatbots can work even for low aov food brands!
How spending too much on lawyers at the start nearly killed them.
How having an advisor kept them accountable
How becoming a b.Corp forced them to become a better business.
Full show-notes at www.ecommerceinfluencepodcast.com. Try Ed's vegan sweets from www.candykittens.com
This week I sit down with Krisi Smith - who brought innovative tea blending from the US back to the UK at age just 23, making it the product category fun and accessible. She tells the amazing story of going from Ski Instructor with a mad idea to multi-million dollar founder who puts people first.
Tune in to hear how Krisi shunned grad scheme and corporate life to set up the business at age 23 - how she completely bootstrapped it from the start with just $5000 in savings. Find out how, even though they started as an online business, having a brick and mortar store in the early years helped the brand and gave them the immediate feedback they needed to develop the product. Hear about Krisi's approach to developing winning products. Find out how they picked the store locations and how the growth of the stores and the online business went hand in hand. How growing their email list in-store was key to creating huge buzz around product launches. Learn how Krisi's strategy to not go into wholesale and supermarkets payed off. Find out why Krisi and her co-founders original values and mission have stayed core to what they do right to this day. How surrounding herself with passionate advisors key.
See full show notes on www.ecommerceimpact.com.
Visit the Bird & Blend website and try their teas at www.birdandblendtea.com
This week Jessie sits down to chat with Sophie Baron from Mamamadefood.com about how she raised £800k on Seedrs and why it was such a success. How a shy person can still get hundreds of thousands of views on a Tiktok. Why testing every channel is important. Why posting from your personal TikTok might work better than your brand page. Why Shopify is the best platform for brands in the scaling up phase. Why it is so important to know your numbers when scaling up. How to navigate the nuances of marketing to parents, particularly mums.
Full show notes can be found on www.ecommerceinfluencepodcast.com.