Cart Overflow: Where eCommerce Marketing Playbooks Are Written & Shared: Recent Episodes
Jeremy Biron, Gen Furukawa
Do you want to know how today's best ecommerce marketers are actually driving growth? Yeah, so do we! So we set out to start this podcast to find out the WHO is making big things happening, and HOW they are doing it.
Join Gen Furukawa as he learns and shares actionable tactics that you can implement in your eCommerce marketing game today!
StoicYeti is an agency started by the guys who built up Purple Mattress from a Kickstarter campaign to a public company with $700 million/year in revenue in just four years.
After spending over $400 million and testing thousands of ads, we’ve developed a proprietary model that combines direct-response video with smart paid media and real-time data feedback. This profitable, rapid-growth formula has resulted in more than $2 billion in sales and 3 billion video views for our clients.
Stoic Yeti's website: https://www.stoicyeti.com/
Rush App: https://www.rush.app/
Kiro on Twitter: https://mobile.twitter.com/heykiro
Kiro on Linked In: https://www.linkedin.com/in/heykiro/
Deb on Twitter: https://twitter.com/DebMecca
Deb on Linked In: https://www.linkedin.com/in/debmecca/
SHOW HIGHLIGHTS:
- 03:29 How Deb manages the workflow and productivity for 10 apps
- 10:53 The channel mix that works for acquiring new customers
- 14:47 How to address negative reviews on the App Store
- 19:09 The opportunities that Deb sees for new app ideas
Optimonk: https://www.optimonk.com/
Eric on Linked In: https://www.linkedin.com/in/ericmelchor
Eric on Twitter: https://twitter.com/melchor_eric
BILLY Footwear: https://billyfootwear.com/
Billy Price on Linked In: https://www.linkedin.com/in/billy-price-aaa7a6157
0:46 The personal experience that changed Billy's life, and career.
10:50 The one channel that has driven much of the growth since Day 1
14:48 How Billy has tested various channels for acquisition
20:31 How Billy identifies, and segments, his audience of customers
SHOW HIGHLIGHTS:
06:11 - How Will changes his offer and strategy depending on Order Value
12:22 - How to calculate the break even point for advertising campaigns
16:40 - Why you should send traffic to a long form sales page (and not a product description page)
20:14 - How to evaluate the different growth levers of an ad campaign
27:20 - What is working on TikTok right now
LINKS:
Will on Linked In: https://www.linkedin.com/in/will-perry-4a483958
Reason Agency:
https://www.reasonagency.co/
Show Highlights:
1:10: Danavir's philosophy on email
06:16 How Danavir builds out post-quiz flows
14:01 How to continue generating new email content ideas
Find Danavir online:
Twitter: https://twitter.com/danavirsarria
Linked In: https://www.linkedin.com/in/danavirsarria/
Check out Zeenk: Zeenk.com
Brian on LinkedIn: https://www.linkedin.com/in/brianeberman/
Brian on Twitter: @beberman
HIGHLIGHTS:
5:35: How Tim & Joe discovered the idea for PaddleSmash
11:35 How to maximize a limited budget and resources to launch PaddleSmash
17:21 What the hardest challenges at the early stage are, and how they are addressing them.
21:37 How affiliate and community building are core marketing strategies.
Get your PaddleSmash set! https://paddlesmash.com/
HIGHLIGHTS
03:07: Overview of how Strategy Sprints are organized over 90 days
12:08 How to accelerate the customer journey from from Awareness To Purchase
17:06 How to avoid falling into the weeds as a leader and stay focused on the big picture
NOTES:
Learn More About Strategy Sprints: https://www.strategysprints.com/
Simon on Linked In:
https://at.linkedin.com/in/simonseverino/en
HIGHLIGHTS:
02:11 - How Andrew Scaled To 8 figures as a one-person team
08:24 How to do keyword research to identify easy organic traffic opportunities
15:11 How to approach omnichannel marketing to improve the customer experience
22:03 How to capture customer data from an Amazon purchase
LINKS:
- Blue Tuskr - https://www.bluetuskr.com/
- Andrew’s Podcast, The E-Comm Show - https://ecommshow.bluetuskr.com/
Highlights:
04:08 - The framework to understand your Customer Value Journey
12:20 - Why Performance Max is the future of paid marketing
22:57 - How Jordan leveraged SMS Marketing for a $109k campaign
28:31 - Why Ambassadors are still a huge arbitrage opportunity
LINKS:
upGrowth Commerce - https://upgrowthcommerce.com/
The Kindred Studio -
https://shopthekindredstudio.com/
Jordan on Linked In - https://www.linkedin.com/in/jordan-west-marketer
Daniel is Founder at Email Composed, a leading email agency focused on helping eCommerce brands boost their revenue, customer lifetime value and engagement, by utilizing advanced email marketing strategies and automations.
Daniel shares tactical approaches to extracing more revenue from email marketing, while maintaining a cutsomer experience that keeps LTV high.
If you’re looking to boost your email revenue with a bigger impact and greater scale, this is a great episode to get started!
Email Composed: https://www.emailcomposed.com/
Find Brad on Twitter: https://twitter.com/bhoos
The Outloud Group: https://www.outloudgroup.com/
Sarah Williams website - https://sarahwilliams.tv/
Sarah on Instagram - https://www.instagram.com/imsarah.williams/?hl=en
Connect with Raul on Linked In: https://www.linkedin.com/in/raulgalera/
Referral Candy Website: https://www.referralcandy.com/
Learn more about LTVPlus here: https://www.ltvplus.com/
Say hi to GQ on Linked In: https://www.linkedin.com/in/gq-fu/
Links:
Blake on Twitter
Attentive Mobile
Highlights:
04:03 - 3 Fundamentals to building an SMS strategy
15:18 - Why Blake loves how these 2 brands use SMS marketing to drive customer engagement
21:26 - How to use customer data to improve personalization
Learn More About Encircled: https://www.encircled.co/
Check out Kristi’s podcast on ecommerce and entrepreneurship:
https://podcasts.apple.com/ca/podcast/brave-and-boss-entrepreneurs/id1291984421?mt=2
In 2012, Tyler “Sully” Sullivan found himself fired from his job, with a child on the way. He had a side hustle of building golf clubs, which had some good initial feedback.
A former high school golfer, Sully single-handedly build BombTech Golf into over $30 million in ecommerce sales in seven years.
His strategy is counterintuitive, yet effective: a lean team with just one other employee, he deliberately takes a hands-off approach and works just a few hours a week.
He’s achieved the 4 hour work week.
In this conversation, he shares his marketing strategy, which focuses on: Email marketing that encourages engagement and conversations, over highly designed visual emails. Putting his story, and personal brand, front and center Carefully measuring and monitoring marketing investment holistically (as opposed to based on specific channels)
Sully is a great example of how a narrow focus can achieve scale, especially in a huge niche with big players, like golf equipment.
Find Sully on Linked In: https://www.linkedin.com/in/tyler-sully-sullivan/ BombTech Golf: https://www.bombtechgolf.com/ Ecom Growers (Sully’s Email Marketing Agency): https://www.ecomgrowers.com/
Show Highlights:
01:50: A breakdown of Samar's email audit checklist
10:30 Why Samar creates visual wireframes along with her email copy
16:25 How Samar hooks customers to repeat purchases
21:17 Content frameworks to make email creation easier (and more powerful)
Links:
Samar's Website:https://samarowais.com/
Samar on Twitter
JOI's Website: https://addjoi.com/
Hector on Twitter: https://twitter.com/hectoriang
Show Highlights:
0:32 - The Founding Story behind JOI
08:24 How Hector educates customers about a new product type
17:30 How JOI addresses customer objections to price to improve conversion rates
22:12 What the segmentation of their marketing looks like
24:24 How Hector thinks about the post-purchase experience to improve customer satisfaction
Conversation Highlights:
2:02 - How Kurt deconstructs and analyzes stores for growth opportunities
08:01 - How savvy copywriting can drastically improve sales
11:45 - Why a military framework, the OODA Loop, is so important to improving ecommerce performance
21:08 - How to create a customer experience to truly differentiate from other brands
27:47 - How NFTs and eCommerce can be used in the future
Links:
Ethercycle
Unofficial Shopify Podcast
Kurt's Personal Website
Kurt on Twitter
LINKS:
Learn more about VideoWise - https://www.videowise.com/
Claudiu on Twitter: https://twitter.com/claudiucioba
Claudiu on Linked In: https://www.linkedin.com/in/claudiucioba/
HIGHLIGHTS:
0:43 - Why video is critical on the Product Description Page
16:15- How to use creative constraints to your advantage
18:55 - How to provide the right guidelines to video influencers to get the ideal outcome from their video
24:05 - How to capture instant attention in the first two frames of a video
27:37 - What analytics you need to be aware of with video and ecommerce
35:41 - The #1 most actionable thing to remember when using video for marketing
Find Jessica online:
Website: https://ecommercebadassery.com/
Facebook: https://www.facebook.com/ecommercebadassery
Instagram: https://www.instagram.com/ecommercebadassery/
LinkedIn: https://www.linkedin.com/in/jessicatotillo/
SHOW HIGHLIGHTS:
04:52: Why you need an objective perspective to improve your customer site experience.
07:54 How Easton improved their revenue by 270% in a year by uncovering pain points with a quiz
14:22 Why Jon believes that disconting is not optimization
27:28 What DTC brands can do to get started with conversion rate optimization
LINKS:
Jon’s book, Opting In To Optimization: https://thegood.com/opting-in-to-optimization/
The Good's Ideas for Promotions that aren't discounts: https://thegood.com/insights/essential-ecommerce-promotion-guide/
Jon on Twitter: https://twitter.com/jonmacdonald
Highlights:
02:55 - How to identify the most profitable high-purchase-intent keywords
08:37 - Why DTC brands should start with remarketing AND search ads when beginning ad campaigns
18:18 - How To Introduce Pains and Problems In A short video ad
23:58 - How Jeremy helped a brand overcome the challenge of getting banned on Facebook
Links:
Built To Scale: https://builttoscale.co/
Electric Eye website
Chase Clymer on Twitter
Conversation Highlights:
01:54- The 3 main metrics that Chase focuses on for growth
06:25 - How Electric Eye built an online strategy for a legacy brick and mortar restaurant
15:15 - The challenges of building a compelling subscription DTC brand
17:45 - The content framework for User Generated Content at scale
Lauren's website - http://theloft325.com/
Instagram - https://www.instagram.com/theloft325/
CONVERSATION HIGHLIGHTS:
02:20 - How to capture attention in the first 3 seconds of an ad
06:26 - Lauren explains her creative strategy for phone case brand Peel
10:28 - How Feat, an athletic brand, creates differentiation through creative ads
18:21 - Storytelling frameworks and formulas that Lauren relies on for her creative
22:03 - Tools that Lauren recommends for DIY creative on a budget
00:37 - How Yoni identified challenges of scaling growth at an agency
13:01 - How to avoid the most common pitfalls of hiring an offshore VA
17:35 - How the Entrepreneurs Operating System helps Yoni manage his team of 150
22:08 - The unit economics of a VA and how it compares to a full time employee
27:21 - Why founders need to understand where they spend their time, and how much that time is worth
LINKS:
Hair Craft Co website: https://haircraftco.com/
Hair Craft Co on Instagram: https://www.instagram.com/haircraftco/
CONVERSATION HIGHLIGHTS:
00:50 - How Leo founded Hair Craft Co out of college
07:48 - Why Leo deleted his product listing on Amazon, even with hundreds of reviews
09:49 - What the customer education process looks like for new customers
17:19 - How Leo and Hair Craft Co are building their brand on channels outside of Amazon
21:10 - How Leo leverages data gathered from a Quiz to improve their product
Find Susan Online:
Susan’s Community, The Social Sales Girls - https://socialsalesgirls.com/
Sock Doggo - https://sockdoggo.com/
Susan’s Resource Library - https://thesocialsalesgirls.com/resource-library/
HIGHLIGHTS:
@0:55 - How Susan started in retail and ecommerce 20 years ago
@07:32 - How Susan sourced her products for Sock Doggo
@11:59 - How Sock Doggo segments its customer base
@17:27 - Why Susan considers contribution margin as a critical component to marketing and business success.
@25:33 - How Susan proved her proof of concept with a simple site and a strategic partner
McGaw.io
UTM.io
SHOW HIGHLIGHTS:
00:51 What does the ideal tech stack look like for an eCommerce entrepreneur?
05:31 How a customer data platform can add value to your tech stack
08:18 How to personalize at scale based on what a customer views
14:38 how to set up UTMs to add insights into attribution
23:12 How to identify red flags in attribution modeling (and why it can be costly)
24:49 Why Dan wrote a book called "Build Cool Shit" a blueprint to building a modern marketing tech stack
LINKS:
Teelixir
Daniel on Instagram
Episode Highlights:
00:22 The challenges and needs that drove Daniel to start Teelixir
04:33 The Impact of COVID-19 on Teelixir's growth
07:23 What channels have been working for driving brand awareness?
08:44 How giveaways are a growth strategy to find the right audience
10:15 How a quiz accomplishes key marketing goals of list growth and conversion for Teelixir
16:29 How Teelixir complements email & SMS Strategy
20:40 How Teelixir differentiates from competitive products
Paul on Twitter: @benigeri
Archive.ai
SHOW HIGHLIGHTS:
01:59 How Paul began his career in eCommerce at HVMN and how that inspired him to launch Archive
03:17 Why focus on Nano-influencers as opposed to larger influencers
06:28 What are the mechanics of an effective influencer campaign?
13:14 How H.V.M.N. allocated marketing budget based on channel
20:29 The process that H.V.M.N. used to grow its blog from 0 to 250k visitors/month in 14 months
28:00 How H.V.M.N. used customer data to power its personalization strategy
35:04 How Paul approaches customer experience to improve Lifetime Value
Find Beya Made online here
Show Highlights:
- 05:50 How Beya Made drives brand awareness on a limited budget
- 10:02 How Laurel captures leads & converts 40% of revenue from email
- 11:40 The framework that Laurel follows in her 7 part Welcome flow
- 16:57 How Laurel differentiates her brand on messaging, and why she opts to not compete on price.
- 26:13 How Laurel drives repeat purchases from her post-purchase flow
- 29:05 Why Patagonia is Laurel's most admired brand
HIGHLIGHTS:
0:57 - Why Mark decided to launch Manta sleep as a standalone brand, and not sell on Amazon initially
04:33 How Manta Sleep is generating brand awareness and traffic
06:53 How Manta Sleep changed its growth strategy in light of iOS 14.5 changes
09:53 How Mark uses a Quiz Funnel to improve his marketing
14:59 A breakdown of the Manta Sleep marketing funnel
19:07 How Mark builds the Manta Sleep Brand Story
Manta Sleep: https://mantasleep.com/
Find Chris at https://globalwiredadvisors.com/
HIGHLIGHTS:
0:35 - A brief overview of how Mergers & Acquisitions work
10:06 - What are the multiples for ecommerce brands today?
13:23 - How do you quantify the value of a brand in an acquisition?
24:26 - What are the main metrics that are reviewed for a valuation?
27:57 - How to minimize risk when going through the acquisition process?
32:03 - What does the short term and long term future look like for ecommerce acquisitions?
Learn more about how to get your Financial Game Plan, plus an exclusive offer for Cart Overflow:
https://financeinsightmatters.com/cartoverflow/
Highlights:
2:28 - How to balance fast growth and inventory and cash flow management.
3:36 - The key financial metrics you need to be monitoring every day.
6:30 - What do you need to look at to do your financial audit?
17:31 - The tools, and process, to effectively manage your ecommerce finances.
20:42 - What levers are available to pull more profits from your finances?
Highlights:
0:52 - Instacart and its growing importance in the pandemic
8:46 - Ownership and analysis of customer data
12:46 - How to identify keywords, and opportunities, with Instacart paid search
16:16 - How to get initial traction when a brand launches
24:10 - How to prioritize when resources are limited
SpringHill Digital's website
HIGHLIGHTS:
1:29 - Why segmentation is the key to a powerful email strategy
7:16 - On zero-party data vs. first-party data--and why you want both!
10:54 - How Omnisend can drive better segmentation automatically with RFM segmentation
17:01 - To'ak Chocolate -- how they are using automations to personalize the chocolate-tasting experience.
22:02 - How to effectively use automations of campaigns to drive email revenue
23:37 - How Omnisend differentiates from Klaviyo
29:01 - iOS 15 and the impact on email marketing
Ready to put these personalization strategies into practice? Get started for free today!
Sign Up For Omnisend - Free 14 Day Trial
Prehook's Free 14 Day Trial
Case Study: To'ak Chocolate
What’s a simple way to make more sales and reduce customer acquisition costs?
A referral program.
Jay Gibb is Founder and CEO of ClouodSponge, the most effective way to get people to share eCommerce products with people they know.
CloudSponge has helped thousands of companies--like StitchFix, Reebok, JustFab and more—create an evergreen acquisition system with referrals.
The mechanics of a referral system are critical to its success, which is where Jay’s expertise is so valuable.
In this conversation, we cover the various elements of a referral program: • How to double the performance of your existing referral program • 3 sharing features that are essential for every e-commerce store • Positioning your sharing features on your e-commerce website
Jay put together a free guide to help identify opportunities with your referral program:
Download it for free here:
https://www.cloudsponge.com/cartoverflow
HIGHLIGHTS:
4:30 - How Andy defines a great user experience.
11:21 - The framework and requriements for running successful A/B testing
19:15 - The impact of iOS 14.5 on eCommerce conversions
27:01 - How to gather customer insights that can drive better marketing
Creatively Disruptive’s website
HIGHLGHTS:
1:07 - Why data is like meat (hint: it spoils very fast)
5:52 - How historical data can be fine-tuned for your predictive model
13:50 - The future of personalization and ecommerce shopping experiences
23:52 - What Steen recommends for KPIs to track for ecommerce brands
31:10 - How to balance short term gains with long-term user
LINKS:
IIH Nordic
Steen on Linked In
Highlights:
1:39 - WIIFM -- what's in it for me: the foundation of a good customer experience.
12:41 - How Will uses fit finder quizzes to improve the cusotmer experience.
17:46 - Different Personalization tactics Will recommends
21:22- To discount, or not?
Sites:
Will on Twitter
Customers Who Click
Highlights:
4:12 - Why segmentation is the foundation for success with SMS
7:30 - How to turn a one-way SMS campaign into a two-way conversation
10:33 - SMS as a relationship-building channel vs revenue channel
13:03 - What's the ideal ratio of educational campaigns to conversion-focused campaigns for SMS
16:10 - effective strategies to grow an SMS list
18:38 - What a customer's purchase process may look like in the next few years (hint: far more streamlined than it is today)
20:32 - Why skincare brand Blume succeeds with SMS -- they surprise and delight their customers with gift cards randomly
25:04 - How brands need to be re-educated on how to use SMS as a marketing channel
28:49 - How Postscript sees, and builds, the future of SMS marketing
Links mentioned:
Postscript's Website
Corinne on Twitter
Blume
Kinfield
HIGHLIGHTS:
2:10 - 7Days 30 Year History
9:16 - How COVID Impacted 7Days strategy
13:03 - How 7Days Turns a long shelf life into a competitive advantage and differentiator
21:34 - The different approaches to customer data for a direct-to-consumer purchase vs Amazon or Walmart
26:34 - how to track offline advertising efforts to online sales
33:19 - How 7Days predicts the number of repeat purchases they will receive
36:26 - How 7Days creates their marketing strategy & budget
Check out 7Days sweet-filled croissants online at the 7Days Website!
Show Highlights:
1:40 - How Capsul is innovating by creating customized jewelry
7:37 - How Capsul conveys the value and quality of jewelry to differentiate from other customized jewelry
10:44 - How storytelling and emotion differentiates Capsul
13:37 - How Tina communicates with customers after a purchase
15:19 - How Capsul leveraged a quiz to help guide shoppers to the right product
21:26 - The breakdown of Capsul traffic and conversion
26:43 - The impact of iOS 14.5 changes on Facebook ads and conversions
28:38 - How Tina manages her global workforce
31:29 - On personalization and mass customization
Links Mentioned:
- Capsul's Website
- Capsul on Instagram
HIGHLIGHTS:
3:08 - How Connor started Cardly in college…and sold the 7 figure brand
8:35 - How Connor operates Respoke Collection to scale a bespoke art company
12:52 - Why Connor loves his new business model with Respoke Collection
14:08 - The benefits and economics of Print on Demand businesses
16:28 - How Respoke Collection is growing with partnerships and press
18:36 - How PR is the great equalizer for upstart brands -- and Connor's key source (HARO)
20:29 - Why "Spin to Win" is a great opt in
22:37 - How Connor builds out email automations that convert
26:50 - The Abandoned Cart Series that Connor has found huge success with.
29:33 - The post-purchase follow up series to drive cross sell revneue
31:50 The additional digital properties that Connor has purchased and how he plans to grow them
33:17 - What defines the successful from unsuccessful ecommerce brands
Links:
Respoke Collection
Connor's Blog
Connor on Twitter
HIGHLIGHTS:
- 4:43 Marea's backstory and how the PMS Elixir came to fruition.
- 9:08 - Marea's growth channels -- organic and owned media
- 11:36 - The one ingredient that Monica credits for TikTok success
- 13:38 - How community helps Marea educate customers (and why they switched from Facebook Groups)
- 17:46 - How Marea educates women about a problem that is common yet not well understood
- 20:50 - How a sample pack is the best way to build trust and long term customer value
- 22:25 - How Marea leverages video to build personal relationships, at scale.
- 23:55 - Marea's post-purchase experience to create successful customers from the start
Links Mentioned:
- Marea's Website
- Marea on Instagram
- Monica on Twitter
HIGHLIGHTS:
2:41 - How Neal came up with the idea for TetherTies
4:32 - How Neal manages TetherTies while working a full time job
10:52 - How Neal uses Facebook Ads to identify new opportunities
13:34 - How Neal is pivoting his approach to selling to offices in a work-from-home pandemic environment
16:38 - How TetherTies converts visitors once they land on the website
21:05 - How accessibility by phone and chat enhance customer experience.
24:40 - How TetherTies is bouncing back from a 50% hit to sales due to the pandemic.
27:21 - Takeaways from customer research and interviews
Sites Mentioned:
TetherTies Website
Neal on Twitter
Daria Day's website: https://dariaday.com/
HIGHLIGHTS:
2:37 - How Daria Day was founded to sell jewelry from Northern Pakistan
13:06 - The importance of storytelling, and how Farrukh makes consumers care about the product and artisans
17:18 - How Farrukh got initial momentum with in-person sales
26:04 - How Farrukh converts her abandoned carts so effectively
30:21 - Why Farrukh is happy to spend so much time with one on one calls with customers
Links:
- Bob Moesta on Twitter
- The Re-Wired Group
- Demand Side Sales (book)
Show Highlights:
- 2:20 - The foundational premise of what Jobs To Be Done is all about -- why people hire a product to make progress in their life.
- 6:29 - How to differentiate in a saturated market.
- 11:42 - Questions to ask to understand what jobs your customers are looking to solve
- 13:46 - Why Friction In the buying process is actually a good thing
Highlights:
- 0:37 - What digital engagement security is and why it is important
- 5:19 - How coupon extensions can impact your customer experience and profits.
- 12:37 - How unauthorized coupons impact revenues and profits.
- 21:44 - Why retailers need to control and organize the active coupons they offer.
- 29:20 - How fraudulent affiliates can take advantage of coupon codes
Links Mentioned:
- Clean.io website
- Clean.io Resources
- Kathleen Booth on Linked In
Raaja on Twitter: https://twitter.com/raajanemani
MarketerHire: Hire great marketers. With pre-vetted talent and expert hand-matching, you can add a proven marketer to your team in less than a week.
Bucketfeet/Threadless
HIGHLIGHTS:
2:40 - The launch of Bucketfeet
9:15 - The biggest takeaways from having great mentors
16:03 - On retail vs. Direct To Consumer, and how the metrics are measured differently
25:32 - The importance of hiring the right people, and the launch of MarketerHire
32:25 - Where companies go wrong in their marketing hires
40:34 - Where Raaja sees marketing opportunities today
Graphic Rhythm Designs
Recommended Tool for DIY Design: Glorify (like Canva for ecommerce )
SHOW HIGHLIGHTS:
- 3:00 - how to optimize product images
- 12:12 - how to capture a product image when you have a commodity product like a supplement
- 17:30 - why all you need is $40 to create great brand images
- 23:22 - DIY image software (Glorify App)
- 30:34 - How to capture the Voice of the Customer
HIGHLIGHTS:
- 0:50 - how Dan’s experience at Pro Flowers was the genesis of Daasity
- 9:41 - acquisition, retention, and driving repeat purchases in a cost-effective manner
- 12:15 - The 6 most important KPI and how your dashboard should look
- 25:48 - Why 3:1 LTV to CAC ratio is what you should aim for
- 38:45 - The importance of retention (in conjunction with acquisition)
Daasity's website
Links:
- Cartloop
- Lisa on Twitter
- 25 eCommerce Experts Share Why Conversational Marketing is The Next Big Thing in 2021
Learn more about Rishi's work and prolific content on Conversion Rate Optimization at: https://www.frictionless-commerce.com/
Some example quizzes:
- Skinsei
- Glossier
- YOURskin
- Tula
- Glossier
Common Thread Co's results from their Bambu Earth quiz
Links:
- Vitafive
- Nik on Linked In
Highlights:
- 0:25 - How VitaFive was founded
- 12:44 - The role of contractors on the Vitafive team
- 16:34 - Nik's approach to transparency with pricing and coupons
- 22:42 - How personalization drives retention.
- 29:23 - How Nik segments their customer list
Links mentioned in the episode:
Loop blog - https://loopreturns.com/blog/
The Exchange - https://podcasts.apple.com/us/podcast/the-exchange/id1536470143
Benchmark Report - https://loopreturns.com/the-ecommerce-returns-benchmark-report/
Spark Retention blog -
https://www.sparkretention.com/blog
Frameworks bring clarity and focus. And with the overwhelming deluge of customer data collected, a framework to segment your customer base is critical.
That’s why RFM Segmentation is a powerful way to create cohorts of your existing customer base.
The goal is to understand and predict how your customers will behave based on their purchase history.
And the methodology is based on scoring your customers based on three factors:
Recency: how recently they purchased from you Frequency: how many times they have purchased Monetary Value: how much revenue those orders brought.
In today’s episode, Juliana Jackson, aka The CLV Lady, shares how to run RFM Segmentation.
This enables: Greater engagement and relevancy due to tailored messaging and offers Smarter allocation of resources - not spending limited time and resources on low-value customers Improved lifetime value and customer loyalty as a result of more engaged customers responding to the messaging and offers.
Data privacy is a hot topic of debate right now—the battle between Facebook and Apple over user privacy, Google phasing out third party cookies, and ecommerce marketers ultimately left with less data to target potential customers.
The impacts are enormous: harder to reach potential customers, less access to data for advertising campaigns, and ultimately higher acquisition costs.
What are the options a marketer is left with?
Zero-Party Data will become more important in 2021 and beyond for ecommerce marketers.
In this episode, we cover what Zero Party Data is (hint: data that a customer willingly and proatively shares with a brand”, how it impacts marketing campaigns, and how you can create campaigns to gather Zero-Party Data.
Links Mentioned:
- How a D2C Beverage Company Grew 4x in Search Traffic in 3 Months”
- Growth Machine
- Amanda Natividad
- Amanda on Twitter
Highlights:
- 2:08 -How Amanda's career evolved from journalism to content marketing
- 4:48 - How marketers might not be doing enough with their content
- 9:39 - Amanda's two-pronged approach to content strategy, based on search intent
- 14:15 - How Amanda identified content opportunities for Fitbit
- 21:21 - How Amanda finds actionable content ideas with Clearscope
- 25:28 - How Amanda leverages Ahrefs to find opportunities
- 30:35 - The process to building a content strategy
- 33:57 - The narrative framework that Amanda recommends to stand out: the "Us vs. Them" narrative
If there’s one organization that knows what the future of ecommerce holds, it is Shopify. Even in a turbulent and unpredictable year like 2020, there are were undeniable trends that indicate what the future of ecommerce looks like.
Shopify recently released a report, The Future Of Commerce in 2021, and it is great: An amazing, thorough, and insightful piece, lots of data, statistics, and actionable insights from Shopify. And a global perspective
A rundown of Shopify’s Shopify Plus’ annual report on global ecommerce trends.
This short episode is a quick review of what some trends may be in 2021.
Here are the five trends that Shopify notes: 1. Ecommerce boom fuels record online competition 2. New consumer behaviors reshape future of retail 3. Fulfillment emerges as competitive differentiator 4. Brand building challenged by marketplace dominance 5. Retention becomes a top priority as acquisition costs spike
In this short solo episode, I want to share my thoughts on some of these takeaways, because there is a ton of interesting meat in here.
Listen in!
Link to the Shopify "Future of ECommerce": https://www.shopify.com/enterprise/the-future-of-ecommerce
HIGHLIGHTS:
13:21 - Birdie’s approach to channel diversification and advertising spend
16:18 - how Birdie uses video marketing to drive awareness
18:39 - on importance of building out media distribution before the content actually exists
26:47 - how Richie learned to systematize his marketing strategy from infomercial industry
33:26 - Richie goes deep on Facebook ad metrics and unit economics.
Links Mentioned:
- She's Birdie
- Homestead Studio
- Common Thread Collective
Conversation Highlights:
- 3:24 - how Cody got Lebron James to wear his ring.
- 8:25 - How to continue momentum from a big influencer hit.
- 20:52 - how to control the ROI of influencer rights -- hint: get ownership rights of the content to repurpose.
- 24:45 - Why engagement matters more than audience size
Links Mentioned:
- Twitter - @cody_wittick
- Instagram - @codywittick
- Kynship - An Influencer Marketing Agency
- Qalo
LINKS:
- Wallaroo Media
- Brandon Doyle on Twitter
- Coronavirus & ecommerce trends data
Show Highlights:
1:05 - How Brandon started his eCommerce agency and shifted over time
4:25 - Brandon's ideal traffic breakdown by channel
7:45 - how marketing strategies differ based on AOV
13:15 - Where is there opportunity in eCommerce considering the COVID-19 pandemic?
19:19 - How to create a Tik Tok strategy
24:10 - Quality vs. quantity and content creation strategy
26:59 - Tik Tok - ad strategies
1:41- zero to 500,000 email subscribers in the course of 10 months.
12:55 - What Chase looks for when auditing the marketing of new clients
20:48 - How Chase segments his email list
26:57. - The approach to cleaning up an email list to maintain deliverability and engagement
31:43 - how to leverage email to drive repeat purchases
37:29 - Why Chase loves Nuggs email marketing
LINKS MENTIONED:
- https://www.conversmart.com/
- https://www.postscript.io/
- https://www.attentivemobile.com/
HIGHLIGHTS:
- 9:59 - How To Personalize SMS Messages
- 13:01 - where users sign up at check out -
- 19:41 - the inherent advantage to SMS - be where people are spending their time
- 24:35 - how to get started with SMS Marketing
Links Mentioned:
- https://ramlijohn.com/
- www.jilt.com
- https://productled.com/
-
www.fresheducation.co
-
4:29 - The Email Strategies that sophisticated brands use.
- 7:59 - Offers that effectively drive discounts
- 12:12 - how product led growth ties in with ecommerce marketing
- 19:11 - Ramli's Growth Marketing framework for his new educational product
- 24:10 - Ramli shares his Welcome Series email onboarding
The post-purchase experience is a frequently missed part of the customer journey in e-commerce. In this episode, Jeremy & Gen share some key tips to improve your store's post-purchase experience and boost customer lifetime value. They also discuss how Shopify merchants can use TrackBoost to improve your shipment tracking page to enhance your customer's experience with your brand.
If you enjoy today's episode, please remember to leave us a review on Apple Podcasts or your favorite podcast player!
In this episode, Reggie shares:
- How he transitioned from an IT consultant at Better Way Health into the CEO and business owner.
- How he turned around the business that was suffering from a 75% drop in sales to setting record sales years
- How Reggie differentiates based on customer experience and satisfaction (hint — they invest a lot into their phone support and sales team)
- How Reggie is implementing the Entrepreneurial Operating System to continue growth beyond 2020
Show Highlights:
1:34 How Reggie become CEO from an IT consulting role
5:02: The cause of the downturn to 25% of revenue from 2 years prior
16:55: The marketing challenge of beta glucan
18:41: How Reggie educates customers on how to get the most from beta glucan
28:34: Better Way Health's 2020 strategy
Highlights:
6:31 - how to stand out with authenticity - create belonging and community
8:07 - Why the brand story is so critical to differentiation
13:27 - How to create a great community online
20: 49 - Why customer education is a big challenge in natural perfumes
24:27 - 3 Ideas for companies to start in the fragrance niche
LINKS
- Makelane
- Commerce Club
- Bloom Bras
- 3:59 - The customer needs in purchasing a mattress
- 5:53 - Anchoring as a pricing strategy
- 12:07 - Why the Helix Sleep quiz is so effective in capturing leads and creating a user experience
- 17:59 - Sunday’s For Dogs and their SEO strategy with comparison pages
Related Links Mentioned:
- Helix Sleep Quiz - https://helixsleep.com/
- Sundays for Dogs - https://sundaysfordogs.com/
Highlights:
- 1:27 - The macro trends that are driving ecommerce and bootstrapped companies
- 6:35 – Why email is the most untapped opportunity for many DTC brands
- 7:23 - The process for auditing and improving an email marketing program
- 8:07 - The Three Pillars of Successful Email Marketing
- 11:01 – Dylan’s approach to segmentation
- 17:32 – The Rule of 25
- 21:46 – The Ideal Frequency of emails
- 23:01 – how email and paid marketing work together
- 24:49 – The Abandoned Cart Email strategy
- 27:59 – list building strategies
Wavebreak - an ecommerce email marketing agency for 7 figure brands.
The Wavebreak Podcast
Roman Gonzalez is building Gardenio with the mission of empowering a generation of lifelong gardeners.
And in the age of quarantine and social distancing, growing food, getting away from screens, and getting dirty in the garden is even more important.
Roman is co-founder and CEO of Gardenio, a direct-to-consumer garden club—they send you all you need to grow herbs, along with an app and community to help you grow.
This is a unique hybrid approach of building a tech-enabled community and support system to help gardeners succeed in growing the herbs and veggies that they order online.
In this episode, Roman details his grassroots efforts to validate his business model, as well as:
- how he conveys authenticity in his brand messaging
- how the community supports customer retention and recurring revenue
- why Gardenio focuses on organic growth and has avoided paid channels
The passion for the Gardenio brand, and its mission, is palpable as Roman shares his story.
HIGHLIGHTS:
2:10 - How to find the right language and customer objections
6:37 - The Plato unit economics and how it works with paid marketing
8:45 - Customer retention strategies that Noah is using
12:33 - Marketing limitations for supplements companies
16:01 - Marketing advice for positioning for those starting in the supplements category
Links:
www.goplato.com
Instagram - https://www.instagram.com/thinkplato/
Episode Highlights:
- 6:57 - How Priya identified the impact of the Tape Measure
- 12:55 - How Nudea used customer feedback to create the ideal quiz questions and structure
- 14:26 - How the quiz informs the marketing strategy
- 19:12 - How Nudea increases Lifetime Value
- 21:05 - How Nudea builds an amazing customer experience
-
29:24 - Why Nudea faces unique challenges with Facebook limitations
-
www.nudea.com
- Nudea’s Fit Finder: https://www.nudea.com/pages/fit-finder-choice
- Nudea on Facebook:
- https://www.facebook.com/nudea
- The Website: wwww.catchsomeair.com
- On Instagram: https://www.instagram.com/CatchSomeAir/
HIGHLIGHTS:
3:03 - How Catch Some Air was born
9:33 - How they built a powerful community behind the brand
14:33 - the most important lessons learned through the experience
18:09 - how they are transitioning to grow on ecommerce
LINKS MENTIONED:
Civitas Website: https://shopcivitas.com/
Use Discount code at checkout for Civitas tees: PODCAST15
Connect with Matt on Twitter: https://twitter.com/mattladydigital
Brands and marketing that Matt likes:
- Black Wolf Nation - https://blackwolfnation.com/
- Judy - https://judy.co/
HIGHLIGHTS:
2:05 - How Matt overcame personal challenges and struggles to launch a niche Direct-To-Consumer clothing brand
9:23 - How he built an audience from scratch and built hype for his pre-launch
14:31 - How Matt strategically builds profitable paid ads campaigns
19:58 - How Matt finds success using paid ads to increase repeat purchases and Lifetime Value
Gumball Poodle
Highlights:
0:43: How Erica became an accidental entrepreneur
5:28: Advice to get started and “make the leap”
11:34: The Benefits of creating unique products
20:19: how to segment a diverse customer list
22:14: How to Differentiate from deep-pocketed competitors
25:42: The most important copywriting lesson learned from J. Walter Thompson (agency)
Mentions:
- Fynn's Company: Matcha
- Fynn's article in Forbes on ecommerce content:
- Everly
- Rhone
- Matcha's weekly newsletter
- Fynn on Twitter
Episode Highlights:
- 4:43 - how the best ecommerce brands are thriving in today’s increased competition
- 8:25 - why you need a long term content strategy
- 13:30 - 3 ways to use a blog as an ecommerce brand
- 16:58 - How Everly found it’s core audience
- 25:13 - When you want to gate your content
- 34:07 - two ways to maximize your marketing efforts
3:33 - what is a Cash Conversion Cycle & Why It’s Important
6:39 - what is a Negative Cash Conversion Cycle
12:14 - How Accounts Receivable can impact your cash on hand
16:33 - How to accurately calculate your inventory needed
19:40 - How Inventory Management impacts Marketing
22:47 - How to increase AOV with “Kitting” (ie bundling)
27:46 - How to avoid stockouts
Show Highlights:
3:21 How to increase eCommerce LTV
9:49 Product marketing and how it differs
19:56: How to manage paid ads around your customers lifecycle — save money, increase ROI
22:47: How eCommerce can leverage Product-Led Growth
27:04: Content marketing to create differentiation
Some highlights from the show:
4:11 - How to leverage reviews and use them to your advantage
8:48 - How to ask customers for reviews
13:26 - How to test and optimize tactics to get more reviews
19:32 - the benefits of one tactic that few brands use - the handwritten note
22:06 - how to (ethically) incentivize more reviews
Links:
- www.yotpo.com
- www.invespcro.com
- www.sweetwater.com
In the earliest stages of your e-commerce growth, what skill will move the needle the most?
Is it a data-driven paid ads expert? With paid advertising as such a critical channel for e-comm brands, this could make sense...
Or a content marketer? When you need to educate your audience and build trust, this is a logical choice.
Copywriter? Someone with a knack to build a brand and drive direct response?
Tune in to see how Jeremy and Gen discuss the mindset when just starting to build your marketing machine.
You can also check us out at CartOverflow.com.
The world is changing dramatically, and it isn't just due to coronavirus, social equality movements, and the other craziness of 2020....
- Fierce competition.
- Increasing customer acquisition costs.
- Digitally-native brands moving into retail.
- Retail brands relying on online sales.
- Amazon.
Tune in to hear how Jeremy and Gen analyze the changes, and opportunities, that are arising in these moments of upheaval.
Visit us at CartOverflow.com.