The Ecommerce Influence Podcast

Establishing trust among your customers can be challenging, especially in certain markets.

Kevin Chen is Vice President and co-founder of iRestore, a company that sells laser hair growth systems. Despite selling a product with a particularly skeptical audience, iRestore has grown to eight-figures over the last few years.

Kevin joins us today to share his story of success. He talks about how he establishes trust and builds social proof with his customers, how he became an expert in Facebook advertising and iRestore’s secret behind their success with video on Facebook.

Enjoy!

Episode Highlights:

  • 4:51 How Kevin got started in the ecommerce space.
  • 7:24 “Does it really work?” How iRestore gained the trust of a skeptical audience.
  • 9:41 How iRestore keeps their customers engaged during their hair growth journey in order to cultivate social proof once they get results.
  • 11:19 iRestore’s journey from Amazon to Shopify, to Facebook, and when Kevin realized he had a business that worked.
  • 13:14 How hiring an agency helped Kevin became an expert at Facebook advertising.
  • 15:40 The contribution of iRestore's in-house customer service team in collecting user-generated content.
  • 18:19 How the changes to Facebook’s advertising platform have led Kevin to focus more on lead generation.
  • 20:25 Why you don’t have to be so focused on conversion objective as explained by Andrew.
  • 22:10 A conceptual example of why you don’t have to solely focus on conversion and ROAS.
  • 23:56 iRestore’s secret behind their winning Facebook video ads.
  • 27:41 How Kevin sees different paid channels working together to both drive and capture demand.
  • 30:00 The realization Kevin had while the business is growing that he's no longer doing right now
  • 32:26 Shiny Object Syndrome: how Kevin is learning to say no.
  • 34:25 Kevin's input in hiring: what he looks for when hiring and the importance of mindset.
  • 36:16 What Kevin is working on right now that he’s most excited about and his goal for iRestore this year.
  • 38:11 How Kevin is approaching new product development in terms of increasing LTV and AOV.
  • 40:08 How Kevin keeps himself motivated and healthy despite the demanding hours at work.

Links and Resources:

Become a Member:

If you've been a podcast listener for a while and you've yet to join the Brand Growth Experts Membership, now is the time to do it. It’s my online coaching community, and it’s an incredible resource for you. We've got about 120 members, all ecommerce business owners and marketers. And in that community, I work with you one on one to help scale up your business.

That could be scaling up advertising, hiring a team, or diving into marketing strategy. We go really in depth every single month on topics that we also talk about on the podcast. So, if you've enjoyed the podcast, you're going to love the Brand Growth Experts Membership. Head over to brandgrowthexperts.com for more information. Can't wait to see you guys on the inside.

Sponsor: Klaviyo

If you’re looking to grow your business, there’s only one way. By building real, quality customer relationships. Most marketing software will claim that they do this, but they’ll never deliver on those promises. Klaviyo, though, is different. Klaviyo helps you build meaningful customer relationships by listening to and understanding cues from your customers, which allows you to easily turn that information into valuable marketing messages that’ll help grow your business and make more money. That’s why over 10,000 innovative brands have switched to Klaviyo.

If you aren’t already a customer, head over to www.ecommerceinfluence.com/klaviyo and you’ll get a free trial + priority on-boarding.

Sponsor: Katana

If you’re in the product making business, we have great news for you. There’s now a Shopify app built and designed for merchants that make their own products. You can manage your sales orders, raw materials, production schedule inventory and material purchasing from one single dashboard. The name of this app is Katana.

Katana is designed for makers, crafters and small manufacturers selling on Shopify. Until now, product makers selling in ecommerce had to settle with messy spreadsheets or regular inventory management software, which can be challenging if you make your own products. Katana is built from ground up with the needs of small manufacturers in mind. Production scheduling and inventory management has never been this easy for Shopify merchants.

For a free 14-day trial of Katana, go to www.ecommerceinfluence.com/katana. And, use the code “influence” when signing up to get 30% off from your first 3 months of a paid subscription.

 

Direct download: EI_197_Kevin_Chen_iRestoreKatana2.mp3
Category:general -- posted at: 3:00am CST