The Ecommerce Influence Podcast (general)

Launching a first-of-its-kind product comes with challenges, but Pela has always been a creative first-mover. They’ve had massive success and fun educating consumers and keeping their mission to combat climate change positive. 

This episode’s guest is Pela CEO Matthew Bertulli. Pela makes compostable phone cases and they just launched a new product called Lomi that went viral on Kickstarter. 

Matt and his team at Pela are forward thinkers and Matt share’s how that’s led them to success, what it was like to go from bootstrapped to venture-backed, as well as what he’s excited about for the future of eCommerce and environmental products.  

This is an excellent episode with somebody who is in the arena building things and very passionate about his work. 

Episode Highlights:

  • 3:56 How the Lomi Kickstarter went viral 
  • 5:15 What exactly Lomi is 
  • 10:17 Educating consumers about environmental products & the problems with Facebook 
  • 14:52 Using storytelling to build word of mouth momentum 
  • 15:28 What Lomi stands for as a product and way of life 
  • 19:36 Is pollution a personal or corporation problem & the mission to combat climate change
  • 22:01 Consumer demand for better companies 
  • 25:59 Better packaging options for brands 
  • 28:45 The power of education: from $5k to $85k in 3 months
  • 29:40 Raising money and becoming venture-backed 
  • 31:16 Early success and first-mover advantage
  • 35:39 The difference between running a bootstrapped brand and a venture-backed brand
  • 38:12 Challenges of running an agency in comparison to a D2C
  • 40:46 The benefits of launching a new product on top of an established company (even if they’re not directly related) 
  • 41:57 Competition when you’re a first of its kind product 
  • 43:45 Building a product for the future & being a visionary brand with the mission to combat climate change
  • 46:29 Resources that have been helpful to Matt on his journey 
  • 48:06 Best in class marketing & messaging tactics 
  • 50:30 Identifying what’s wrong with current stories in your niche and changing the narrative for your product 
  • 54:30 The intersection of blockchain and climate 
  • 58:55 The powerful culture of being a mission-driven company

Resources:

Direct download: EI20333_UpdatedMidRoll.mp3
Category:general -- posted at: 3:00am CST

We’re looking out to the (near) future at some very creative opportunities for eCommerce in NFTs. These ideas could help circumvent some of the margin pressure and economic challenges brands are facing today. 

This episode features Taylor Holiday, the founder of Common Thread Collective. Before running an eCommerce agency he had his own D2C brand so he brings a ton of knowledge from being on both the brand and the agency side of eComm business. Taylor is an NFT enthusiast and has some brilliant ideas about NFTs and their place in the changing sphere of eCommerce. 

In this fascinating conversation, you’ll learn a ton about NFTs -- what they are and how you might be able to use them to combat margin pressure in your eCommerce brand. 

Episode Highlights:

  • 4:37 Taylors large business vision 
  • 6:23 The difference between running a brand and running an agency 
  • 7:30 Complexities around cash flow management & human relational problems
  • 9:40 The importance of your product to the success of your brand 
  • 11:20 What the hell is going on with Facebook 
  • 14:33 Quantifying what other brands are seeing in metrics right now
  • 15:19 The primary metric to care about post iOS launch 
  • 16:56 aMER (acquisition marketing efficiency rating): why it’s critical 
  • 20:07 Diversification is not primarily an advertising strategy 
  • 23:39 Where to start if you’re moving out of Facebook 
  • 25:05 Why Web3 is so exciting & what it means for current margin pressure 
  • 26:31 Margin innovation and opportunities in the metaverse
  • 32:04 Why you shouldn’t blow off investing in cryptocurrency 
  • 33:19 Examples of creativity with eCommerce in NFTs used to bring in fast cash
  • 36:16 Why NFTs are a better version of Kickstarter 
  • 37:35 Creating built-in affiliates with NFT holders
  • 38:44 The NFT as a community access token as well as an asset
  • 43:13 How to continue to add value associated with holding your NFTs
  • 47:34 Shopify beta opportunity for eCommerce in NFTs sold like a SKU 
  • 48:37 Using NFTs for access to special content or promotions 
  • 52:28 What’s just interesting and what’s actually important in the future of eCommerce in NFTs
  • 56:51 What % of Shopify stores might invest in NFTs next year? 
  • 57:56 Raising funds & engaging a target market with NFTs
  • 1:02:42 The calendar cleanse process that has helped Taylor manage his many priorities 

Resources:

Direct download: EI2033320Taylor20H.mp3
Category:general -- posted at: 3:00am CST

Was Facebook ever really performing as well as we thought - or was our attribution model just wrong? A post-purchase survey will tell you where people are actually hearing about your brand. 

If you're spending money on Facebook you know it's incredibly hard to figure out where your customers are coming from. Matt Bahr, CEO of Enquire Labs, has a way to help you better track attribution with a post-purchase survey. 

I stumbled across Enquire a couple of years ago and thought they were super interesting because their simple survey really helped us figure out what was effective marketing and what was not. In this episode, we talk all about what they're doing and how they’ve helped brands figure out attribution in the midst of the chaos of iOS changes. 

It's an excellent episode and you’ll get a lot of interesting tips for running successful marketing. 

Episode Highlights:

  • 3:58 Matt’s timing of building a post-purchase survey app 
  • 6:31 How Enquire came to be 
  • 10:22 Where brand’s think sales are coming from vs where the sales are actually coming from
  • 12:50 The power of word of mouth 
  • 14:51 Thinking about attribution using post-purchase surveys 
  • 18:00 A better way to get questions answered by customers 
  • 21:10 Comparing quantitative and qualitative data 
  • 21:38 What smaller brands can learn from the bigger brands 
  • 24:57 Higher AOV: is it harder to track? 

Resources:

Direct download: EI20331_Matt20Bahr.mp3
Category:general -- posted at: 3:00am CST

Cryptocurrency is the financial system of the future. Ready or not it’s coming and as an eCommerce founder, there are opportunities you could be taking advantage of now. 

This episode is part of a series on cryptocurrency and decentralized finance (DeFI). My guest, Nat Eliason, has been a guest before as an SEO expert but in the last year he’s made a trajectory shift and moved into the space of web3, and specifically DeFi. 

Nat talks about why he made the shift, what he’s so excited about and why, as a business owner, you should care. We go into the basics of DeFi and how people are getting hedge fund style returns. 

If you know nothing about cryptocurrency, this episode is for you - Nat has some simple ways you can start earning money today. 

Episode Highlights:

  • 5:04 Nat’s shift from SEO to DeFi
  • 6:28 What is DeFi and why is it important
  • 9:22 How DeFi levels the playing field and gives individuals with small capital access to high returns
  • 12:34 Examples of high returns 
  • 14:49 What a stablecoin is 
  • 16:05 The risks with stablecoins
  • 20:14 Metamask and seed phrase: what are they and how do they provide security
  • 25:02 How long you have to “park” your stablecoins to see returns
  • 27:36 The range of interest returns historically seen
  • 29:48 Ways to profit that haven’t traditionally been available to average people
  • 31:48 The difference between a fiat-collateralized coin and a crypto-collateralized coin
  • 34:48 Wrapped Bitcoin: what is it
  • 38:08 Minimum collateralization ratios 
  • 40:26 How debt protocols work in DeFi & what happens in a market crash 
  • 46:26 Yield farming: what is it 
  • 50:26 How network security works 
  • 52:24 “Staking your Eth” - how and what that means 
  • 55:57 What is impermanent loss and why do you want to avoid it? 
  • 1:02:01 Biggest hurdles to DeFi being widely adopted right now 
  • 1:05:03 As an eCommerce owner - what should you be thinking about
  • 1:09.50 What Nat’s excited about right now 

Resources:

Direct download: 330.mp3
Category:general -- posted at: 3:00am CST

You might be surprised how lessons learned from over a decade on a SWAT team apply to building a highly successful lifestyle brand. 

Todd Lamb, CEO of PureLife Organics, was a police officer for 17 years, as a SWAT team leader and then canine officer. When his wife started having health issues he turned to natural remedies and found an incredibly successful protocol that helped her heal. He wanted to share this protocol with others and thus, Pure Life Organics was born. 

Today, the business Todd built from the ground up is well on it’s way to 9-figures. In this episode - Todd shares his wisdom about paid traffic and expertise in creating offers. He talks about how his team systematically worked to make native ads work and how they're testing at a budget of $10k to $15k a week to get results.

There are some great nuggets here about native ads, copywriting, and creative strategizing. Enjoy!

Episode Highlights:

  • 4:29 Lessons from working as a canine officer 
  • 7:31 The idea behind Pure Life Organics 
  • 12:47 Todd’s protocol and ingredients 
  • 14:40 Looking at growth in the business
  • 16:28 Developing a sales funnel 
  • 17:37 Selling the first million dollars of product with native ads and cross-promotions 
  • 19:34 Testing with big spend 
  • 21:12 Finding success with Native Ads and the difference from Facebook ads
  • 26:09 Long-form copy & writing offers that convert 
  • 29:07 Impacts from current eCommerce challenges like iOS 14 & supply chain 
  • 34:54 Exploring NFTs with a tree-planting program
  • 37:27 Enhancing the experience and getting people excited 
  • 40:20 Prioritizing the routine & how Todd does it all 

Resources:

Direct download: EI20329.mp3
Category:general -- posted at: 3:00am CST

Would you quit your day job and move to Miami to sell your new product while playing on the beach? Sounds like a dream and this founder made it a reality, with a lot of hard work, motivation and talent. 

This episode’s guest is Chris Meade, the founder of Crossnet, one of the fastest-growing games in the US. 

Chris has been on an incredible journey from quitting his job at Uber to moving to Miami to sell his dream game on the beaches. Crossnet has grown incredibly fast due to an organic viral video and word-of-mouth marketing with live events and influencers. In just a few years they’ve gone from selling 2-5 nets a month to an 8-figure business. 

Crossnet started as DTC and has expanded into big-box retail and Chris shares some of the opportunities and challenges that came with that shift. 

This is a great founder's story and an inspiration if you have a product idea. I hope you enjoy it! 

Episode Highlights:

  • 4:21 What exactly is Crossnet
  • 5:09 How the idea of Crossnet was born 
  • 7:36 Getting people to care about a brand at the start 
  • 10:09 The catalyst & viral video that started the growth
  • 13:02 Being frugal and why Crossnet has been successful 
  • 13:50 Initial marketing wins 
  • 15:17 Talking to customers and adjusting marketing to speak to them 
  • 16:50 The role of founder and changes from 2 sales a day to 8-figures 
  • 18:11 Going from eCommerce DTC to big box retail 
  • 20:54 iOS 14: its impact and how Crossnet is measuring metrics now 
  • 23:43 Tips for success with influencers 
  • 25:47 Structuring retainer deals with influencers
  • 27:24 Supply chain issues and manufacturing in China 
  • 32:03 Advertising: agencies or in-house?
  • 33:55 Lessons from running a seasonal business 
  • 36:21 Chris’s favorite marketing resources 
  • 37:47 Content marketing on LinkedIn
  • 39:40 Keeping a team engaged and excited about the product 

Resources:

Direct download: EI20328.mp3
Category:general -- posted at: 3:00am CST

How is your pop-up game? Email capture strategies to increase conversion are one of the single most important things you can do to grow your eCommerce business and if you’re using the same old “discount for email” strategy you’re missing out on potential customers. 

This is a tactical episode with how-to steps you can use to improve your email capture strategies to increase conversion right now. 

John Ozuysal is the Head of Growth at Optimonk, a platform where you can create unique, interesting pop-ups and overlays to drive more sales and capture more emails. As we all have holiday marketing top of mind, I thought it would be a great time to bring John in to share what they’re seeing success with right now and provide some inspiration as you determine how to integrate pop-ups and overlays into your Q4 strategy. 

One of the things that they've been experimenting with is conversational pop-ups and John shares how they tripled signups and boosted revenue by 25% using this method. We also cover customer value optimization and opportunities to learn more about buying behavior with qualitative pop-ups. 

If you're interested in quick, easy tweaks to your website that will make you more money… this episode is for you.

Episode Highlights:

  • 4:14 Why most eCommerce stores are using pop-ups and overlays the wrong way 
  • 5:14 How to 3X your email sign up rate with conversational pop-ups 
  • 8:02 What a conversational pop-up is and how to implement email capture strategies to increase conversion
  • 9:40 Optimizing engagement for brands with a lot of product categories 
  • 11:27 Collecting emails and phone numbers effectively and without drop off 
  • 12:02 Using curiosity and mystery instead of discount to drive sign up 
  • 13:35 John’s favorite non-monetary incentives to test 
  • 16:52 Best tips on how to increase your cart value and AOV 
  • 18:19 Using content to convert 
  • 19:30 Strategies from B2B that DTC brands should learn from including qualitative feedback
  • 22:31 The benefits of qualitative feedback when your inventory is low
  • 24:31 How qualitative feedback can decrease abandonment rates
  • 26:05 What is customer value optimization and how you should be using it 
  • 28:29 Step by step guide for using conversational pop-ups in your Black Friday marketing 

Resources:

Direct download: EI20327.mp3
Category:general -- posted at: 3:00am CST

If you hate what you’re doing - can you stop doing it? How can you stay engaged and keep your business ventures fun? Plus, using video sales letters for viral launches.

Andrew Drish is a good friend and we have spent countless hours talking about business, life, and relationships. So - I'm excited to bring him on the show and share one of these conversations with you. 

Andrew was behind The Foundation, which was a very successful accelerator for developers building software companies. In this episode he shares the story of how he pulled off its 7-figure launch, completely automated, with a video sales letter that went viral.

From there - Andrew shares the story of how he completely burnt out and then came back to entrepreneurship with a whole new approach.

Over the years, Andrew has extensively studied top-performing video ads (Purple Mattress, Squatty Potty, etc) and he shares his winning formula that you can apply directly to your own video creative (hint: it’s more about the script than the visuals).

This is a great interview - Andrew has a ton of insight on life and business and I’m always inspired after talking to him. I hope you are too.

Episode Highlights:

  • 4:34 The impact The Artist’s Way has had on running a business
  • 5:47 Learnings to make life and running a business more fun and playful
  • 8:44 Why heartbreak is the best medicine
  • 10:29 The power of the question “what would I do differently?”
  • 13:11 The wild story of launching The Foundation while at Burning Man
  • 15:26 Why Andy is now dark online and how his entrepreneurial journey has changed after burning out
  • 20:16 The key priciples of Andy’s new venture
  • 21:48 The nature of entrepreneurs and what a good operator is
  • 22:44 How to hire and build a team based on people’s nature
  • 23:35 Going from determining principles to starting a business
  • 26:00 The art and science of compelling video sales letters
  • 31:07 Using humor to get a sale 
  • 34:42 Why text should be your priority over imagery when creating a video sales letter
  • 38:08 Working with a team to create viral videos 
  • 43:47 Crypto currency and it’s potential impact on societal challenges
  • 48:48 Resources that have helped Andy on his “DeFi” journey 

Resources:

Direct download: EI20326.mp3
Category:general -- posted at: 3:00am CST

We’ve all been saying it - the world is crazy right now. So - I’m sharing what’s top of mind for me going into Q4 and 2022 including the very real energy crisis in China, opportunities to make 6+ figures flipping NFTs, and what the heck to do with paid social in Q4. 

This episode is a solo cast. I wanted to check in and talk about what's been on my mind as we prepare for Q4 and ultimately start to make our 2022 business plans. 

I’m thinking about how to optimize Facebook and Instagram for Q4 (after a crazy year). I’ve been doing daily journaling and it’s given me a great perspective on where I’m at in my business and life. I’m also talking about how the energy crisis in China will likely impact business and why you should be paying attention now. Plus, I’ll share some new exciting things to come on the podcast with an NFT series. 

I'd love to hear from you on Twitter. What are you thinking about? What's exciting to you right now? Let me know what you’d like to hear more about on the podcast. 

I hope you enjoy this solo episode - I always enjoy talking with you. 

Episode Highlights:

  • 2:30 Facebook and Instagram training for Q4
  • 3:33 The Artists Way and the profound impact it’s had on me 
  • 6:08 My predictions around the current energy crisis in China causing rolling blackouts 
  • 8:20 Managing the winter risk in the U.S. 
  • 9:18 What I’m doing to prepare 
  • 11:17 Flipping NFT’s for over 6 figures
  • 12:10 Opportunities for young people to acquire property from NFT sale profits 

Resources:

Direct download: EI_325_Solo.mp3
Category:general -- posted at: 3:00am CST

What could you do to make your website better, your ads stronger, and ultimately increase sales? Try one of these expert tips from an agency owner who’s interviewed over 150 eCommerce founders and marketers.

Chase Clymer is the host of the Honest Ecommerce podcast and also co-founder of the Electric Eye Agency. In this episode, we’re talking about mistakes that eCommerce owners make with their website and advertising and how to make simple improvements to avoid them. 

Chase and I also discuss ideas for Black Friday/Cyber Monday marketing, user testing your website, and how to actually run A/B tests. 

Lastly, Chase shares his Brand Scaling Framework philosophy and the 3 KPI’s he bases everything on.  

This is a great practical episode with expert tips and takeaways to implement today. 

Episode Highlights:

  • 3:28 Why Chase started the Honest Ecommerce Podcast 
  • 4:53 Expert tips from 168 interviews with founders & marketers 
  • 10:02 How Chase went from punk rock band to eCommerce
  • 11:44 The Brand Scaling Framework and how it works
  • 14:27 3 KPIs the Brand Scaling Framework tracks
  • 18:33 Simple, consistent improvements that lead to big improvements over time
  • 19:23 Mistakes you’re probably making on your website and expert tips on how to fix them 
  • 23:34 Why you need to be user testing your site 
  • 27:54 Reasonable testing windows for eComm brands based on volume 
  • 29:13 Exciting things that are working right now
  • 29:52 Best features of Shopify online store 2.0 
  • 34:31 How to audit your Shopify apps purpose 
  • 37:19 Black Friday/ Cyber Monday expert tips  

Resources:

Direct download: EI_324_Chase20Clymer.mp3
Category:general -- posted at: 3:00am CST

The pandemic forced many owners to shift from brick and mortar to eCommerce. Some succeeded, and some did not. 

Today’s guest was one of the successful -- she doubled her brick and mortar business revenue in 2020 by implementing Shopify, Klaviyo, and a seamless in-store and online rewards program. 

Mandy Buterra began her journey as an entrepreneur at age 50 when she started Wren and Wild a brick and mortar business featuring clean beauty and aerial yoga, in Bend, Oregon. Her business evolved and she was building a good customer base, then COVID hit.  

Instead of panicking, Mandy taught herself eCommerce and joined our Coalition membership. Listen to this episode to learn how she’s now hitting sales highs and doubled her revenue in the last year by transitioning her brick and mortar to eCommerce. 

If you’re in the transition or considering turning your brick and mortar into an online store this episode is filled with good tips about how to integrate the two business models. If you’re already running an eCommerce business Mandy also has tons of tips around how to build a rewards program and smart email marketing to build customer loyalty. 

This is a well-rounded conversation and I know you’ll walk away with at least one tip to implement in your business.

Episode Highlights:

  • 4:54 How Mandy started as an entrepreneur
  • 8:30 Taking time for clarity before launching a business 
  • 9:14 Restarting, again, after losing a lease 
  • 11:11 Mandy’s brick and mortar and how COVID impacted it 
  • 13:57 How launching a Shopify site doubled business 
  • 15:28 Brick and mortar to eCommerce: the differences and advice for people transitioning
  • 17:04 The importance of data and capturing email in store 
  • 18:13 Transitioning a rewards program from brick and mortar to eCommerce
  • 19:38 Rewards program recommendations
  • 20:20 What makes a good rewards program
  • 23:04 Things that have moved the needle in Mandy’s business 
  • 27:29 SKU management and how to narrow and focus offerings 
  • 30:30: Planning for Q4 and holiday 
  • 31:41 The importance of a network when you’re growing a business 
  • 33:50 What brought Mandy’s site from a 1.9% conversion rate to 3.9%
  • 35:54 Advice for people growing and building a business

Resources:

Direct download: EI20323.mp3
Category:general -- posted at: 3:00am CST

Are you building to sell? You should be. Even if selling isn’t your main priority it will make you a better business owner and it will make the value of your business higher. This episode has the details of how to do it. 

Joe Valley is the author of The Exitpreneur’s Playbook and a buyer and seller of many online businesses, both on his own and now as a broker with Quietlight.com. 

Joe’s book is designed to help you get maximum value for your online business and in this episode we go deep into his vast knowledge of building to sell. He answers a ton of questions you should be asking when you’re thinking about selling your business, what multiples to look at for eCommerce, plus he shares mistakes you might be making now and how to prevent those BEFORE you’re getting ready to sell. 

It's an excellent interview and Joe is truly an expert in building to sell. If you’re ever going to want to sell your business or have thought about buying a business in the future you’re going to get a ton of value in this episode. 

Episode Highlights:

  • 4:03 Why Joe wrote his book
  • 6:14 Who an Exitpreneur is and building to sell
  • 7:11 The argument for building and selling a business
  • 10:17 How Joe sets tangible goals with real data
  • 11:41 Where to start when determining the value of your business 
  • 17:09 How to find a good bookkeeper 
  • 18:47 The multiple you should be looking for in eCommerce
  • 22:13 Why you should separate inventory when looking at the value of a business 
  • 24:19 Joe’s take on aggregators and the roll-ups of FBA (fulfilled by Amazon) and Shopify stores
  • 29:50 Things to look out for in deal terms and the “stability payment” 
  • 32:19 Do roll-ups blow up or end up incredibly successful?
  • 34:36 When you should start planning if you’re building to sell your business 
  • 36:46 How to “exit without exiting” 
  • 39:06 Is there a sweet spot for time to sell a business?
  • 42:09 Joe’s first 3 actions to have success with your first acquisition
  • 46:31 How deals are financed on Joe’s site
  • 50:32 What Joe’s excited about right now

Resources:

Direct download: EI_320_Joe20Valley.mp3
Category:general -- posted at: 3:00am CST

Building a business is filled with amazing highs and big lows. Despite some tough blows in the early days, one eCommerce founder kept his commitment to his personal health and family and found success on the other side.

Jay Campbell is the owner of Aseir Custom, and in this episode he shares his wild journey of building a business. We go deep into what he's learned through major manufacturing issues and how he managed customer experience after that. We discuss how he unlocked massive growth working with influencers. We also talk about Jay’s commitments to his family and personal health and how for the last 5 years he has taken a trip with his wife every 8 weeks. 

Aseir Custom went from about $16k / month in sales in February 2021 to hitting $250k in August 2021. The journey has been anything but linear and there’s a lot to learn from this story. Jay has a great mindset and he shares the raw truth of his experience going through incredibly challenging times while seeing rapid growth in the business simultaneously. 

If you are an operator in the weeds, building a business, or experiencing rapid growth you will get a lot out of this discussion.

Episode Highlights

  • 5:16 How Jay and his wife plan their “every eight weeks” travel adventures 
  • 8:01 Jay’s transition to eCommerce 
  • 11:09 The beginning of Jay’s hair regrowth business 
  • 17:07 Managing Black Friday with major manufacturing issues 
  • 19:54 How Jay and his business partner recovered their business from almost shutting down
  • 25:47 The realities of running an eCommerce business and trying to scale 
  • 28:30 The benefits of getting help in the early stages of building a business 
  • 33:53 Learning from the first year and a half of Jay’s business 
  • 39:43 How Jay manages work while he’s traveling 

Links And Resources

Direct download: EI20321.mp3
Category:general -- posted at: 3:00am CST

Is TikTok the new frontier for social advertising? How to get reliable Facebook ad performance data post iOS 14? These are some of the questions The Social Savannah is answering for us today.

This episode features Savannah Sanchez a media buyer and owner of The Social Savannah. Savannah started her advertising career at large agencies working on Facebook ad accounts.  In 2019 she left to create her own boutique agency helping eCommerce brands with their paid social advertising.  

She is a prolific creator of ads and creative as well as an optimization expert. She has cracked the code of TikTok ads and continues to be a top creator of winning Facebook creative.  

In this episode Savannah and I discuss how to get started with TikTok ads, the key metrics to be tracking on Facebook post iOS 14, how creative strategies should vary between social channels, and some of the tools Savannah uses to track metrics across channels. Savannah also shares her vast knowledge working with TikTok influencers and what you can do to see success there. 

If you are running a brand or doing digital marketing, you're gonna get a lot out of this episode!

Plus: if you’re a member of the Coalition check out Savannah's recent training: Demystifying TikTok.

Episode Highlights

  • 4:40 Savannah’s community of media buyers 
  • 7:26 How Savannah got started in advertising 
  • 12:05 Takeaways from running media budgets of $100k+
  • 15:03 The biggest difference between Facebook and TikTok ad account strategies 
  • 18:04 How to start from zero with TikTok advertising 
  • 21:05 Finding TikTok content creators 
  • 22:26 Going viral on TikTok 
  • 23:22 What a good hit rate is for TikTok 
  • 24:37 How KPI’s differ by social channel 
  • 28:53 The biggest changes on post iOS 14 Facebook 
  • 32:31 MER (marketing efficiency ratio): Savannahs favorite KPI 
  • 35:35 How long does it take to set up cross channel reporting for a simple channel strategy 
  • 38:26 The technical set up for TikTok 
  • 39:14 Using TikTok influencers to run ads
  • 42:06 What Savannah’s daily life looks like 
  • 44:03 Savannahs favorite tools
  • 1:01:52 Tips for success when breaking out on your own 

Links And Resources

Direct download: EI_320_SavannahSanchez.mp3
Category:general -- posted at: 3:00am CST

In this Greatest Hits episode we're revisiting a conversation about market disruption and big goals. JT Marino shares the story of his dream to build a company that would disrupt the mattress industry.

JT Marino was the co-founder of Tuft & Needle, and this is his story of bootstrapping his way from nothing to the largest online mattress retailer in the world.

JT, who is now the Chief Strategy Officer for SSB Phoenix, joins us to share his incredible story.

We talk about why customer-centricity was one of Tuft & Needle’s core principles from the beginning, and the role it played in their eventual merger with Serta Simmons. JT shares his thoughts on the importance, as a founder, of having an intimate understanding of how every aspect of your business works, and why they decided not to take any outside investments when they first started out.

This is one of my favorite founder interviews we’ve done and I hope you enjoy it!

Episode Highlights

  • 4:58 Introducing JT Marino
  • 6:47 How the friendship and partnership started between the founders of Turf & Needle, JT and Daehee
  • 11:13 How the Tuft & Needle co-founders maintain a strong friendship while running a business together
  • 12:51 How JT’s prior experience with heavily-funded, but unsuccessful, Silicon Valley start-ups influenced Tuft & Needle’s decision to not take outside investments.
  • 17:21 The importance of identifying “the problem” when you’re building a business, and how this led to the creation of Tuft & Needle
  • 19:28 Some of the other principles the Tuft & Needle founders committed to before starting their business
  • 22:11 How JT and Daehee used a problem-solution approach to determine whether they had a product-market fit for Tuft & Needle
  • 27:59 The benefits of being highly involved with and having an intimate understanding of every aspect of the business, from manufacturing to supply chain to marketing
  • 31:30 How Tuft & Needle moved through the pit of sorrow and started to scale
  • 35:12 How a Hacker News blog post contributed to explosive growth of Tuft & Needle
  • 37:51 The importance of customer satisfaction and word-of-mouth to Tuft & Needle’s success, especially when they had a limited advertising budget
  • 39:40 The various channels that helped grow the business over time
  • 42:45 JT's approach to tracking attribution across a variety of channels
  • 45:55 How Tuft & Needle developed advertising techniques and targeting that span across digital and non-digital
  • 50:34 The unconventional reason Tuft & Needle started selling on Amazon
  • 53:39 The Net Promoter Score target T&F set before making the decision to list on Amazon
  • 56:10 JT’s advice if you’re considering selling on Amazon and the importance of looking at the market picture as you start to grow
  • 59:35 The role customer-centricity played in Tuft & Needle’s decision to merge with Serta
  • 1:06:46 The future of the mattress industry
  • 1:09:48 JT shares his hobbies and what’s in store for him in the next year
  •  

Links And Resources

Direct download: EI_320_JT_Morino20Replay_v2.mp3
Category:general -- posted at: 3:00am CST

We’re bringing back this Greatest Hit with 6 quick wins you can execute today to grow your business immediately. 

I get asked for my growth checklist for eCommerce businesses all the time so I'm bringing back this episode with Andrew Foxwell on how to grow your business with 6 tactical and quick wins you can implement today.

We're sharing the tried and true things we know work from Facebook ad set up to email segmentation, and website optimization to customer acquisition. I guarantee these tips will help you generate sales and you'll see results immediately.

Enjoy!

Episode Highlights

  • 3:59 Quick Win #1: 4-6% Lookalikes based off pixel value.
  • 5:21 Quick Win #2: Identify previous customers who are likely to spend again, but who are no longer on your email list, and hit them with remarketing.
  • 6:57 Quick Win #3: Integrate your Klaviyo audiences with Facebook.
  • 8:08 Quick Win #4: Turn great text reviews into video reviews.
  • 10:48 Quick Win #5: Use bid caps to ensure your Facebook ads are being shown.
  • 12:39 Quick Win #6: Get a fresh perspective on your website.

Links And Resources

Direct download: EI_318_620quick20hits20replay.mp3
Category:general -- posted at: 3:00am CST

Positioning your brand correctly is the most powerful thing you can do to attract and retain customers. Effective copywriting is how you do it. 

My guest on this episode is none other than The Email Copywriter, Chris Orzechowski, and he’s here to deliver massive value about copywriting, positioning, and marketing strategy. 

We talk about how to think about copywriting, ways to improve your emails, and different styles of email campaigns and flows. We go deep into positioning and ways to unlock advertising angles for your brand that are probably already inside your own head if you’re passionate about your business and products. 

Chris is a member of the Coalition, our community of 250+ eComm founders, and recently did a training on How to Make Your Emails Irresistible. It’s one of our most popular trainings so definitely check it out. If you’re interested in joining the Coalition to access this training and more like it, sign up here

Episode Highlights:

  • 4:08 How Chris became The Email Copywriter 
  • 4:54 Why Chris chose to focus on eCommerce copywriting
  • 9:01 Where Chris’s advertising inspiration comes from
  • 11:36 Debunking the biggest misconception about email marketing - sending too many emails 
  • 15:18 Long form copy - why you should test it 
  • 19:28 Writing about your product with dimensionalized benefits 
  • 21:07 Levels of market sophistication and how to position yourself in your industry
  • 24:21 Appealing to your market identity 
  • 26:26 Chris’s favorite email testing opportunities
  • 28:15 The process Chris uses to test copy 
  • 32:08 Copywriting that shifts people’s mindset 
  • 33:17 Using your product knowledge to write inspiring copy 
  • 39:09 How to talk to your customers to inform your copywriting
  • 40:49 The future of email marketing - what you should be thinking about
  • 46:11 What’s working right now in email marketing - things to test today
  • 52:28 The new marketing copy opportunity - SMS 
  • 58:59 How to hire a copywriter 

Resources:

Direct download: EI_317_Chris0_v2.mp3
Category:general -- posted at: 3:00am CST

I have worked with hundreds of different companies at various stages of growth, from pre-launch to multi-million dollar acquisitions. In this Greatest Hits episode we're talking about scaling a brand and what it takes. 

This is the first episode in our scaling series, where we’ll talk about each stage of growth and the challenges you're going to face as you scale up your business from zero to 8-figures.

In this “zero to launch” episode where we’ll address some of the questions you’ll face when you’re determining how to launch and going from an idea for a product to actually getting sales.

If you enjoy this episode be sure to go back and check out the other core episodes in our Scaling Series that will give you value whether you're at the beginning, already making 7-figures, or somewhere in the middle.

Enjoy!

Episode Highlights

  • 5:04 Why we decided to do a scaling series.
  • 9:12 The most important thing when you’re just starting out? Feedback.
  • 10:29 Knowing what your community looks like is critical for scaling.
  • 13:45 Once you know your community, identify their buying power and your market potential.
  • 15:43 A zero to launch case study.
  • 18:21 Common missteps at this stage.
  • 19:45 Creating a “talk trigger” product.

Links And Resources

Direct download: EI_316_Scaling20Episode20120Replay.mp3
Category:general -- posted at: 3:00am CST

In this episode we have a handful of quick and easy wins that have been tested and proven to increase revenue. If you’re looking for a win that also saves you time - it’s in here. 

Lisa Byrnes is a marketing and business coach. She's also a member of the Coalition, our community of 250+ eCommerce business owners and experts. 

After 17 years managing multi-million dollar brands, Lisa left her corporate job and started her own marketing business to support emerging eCommerce business owners (specifically women) build their marketing strategy and fulfill their own dreams. 

We’re talking tactical easy wins for emerging brands ($10k - $50k) and this episode is filled with great action items that won’t take much time but could have a big impact on your business. 

Enjoy!

Episode Highlights:

  • 4:47 Why Lisa started her coaching business and her focus on female entrepreneurs
  • 7:33 The biggest mistakes emerging brands make
  • 10:10 Strategy: marketing towards a persona instead of a demographic
  • 13:17 Common website mistakes that are easy to fix 
  • 16:00 How to tell your authentic brand story & and the marketing power of a founders face
  • 18:50 Brands who successfully showcase the founder as the face of the brand 
  • 22:12 Easy things to do to engage with customers 
  • 25:26 How to focus and not immediately dive into the next new and exciting marketing idea 
  • 29:09 How the Coalition has helped Lisa grow her business 
  • 29:57 Voice of customer copywriting technique 
  • 31:36 One thing to take away from this episode and implement this week 

Resources:

Direct download: EI_315_LisaByrne_V2.mp3
Category:general -- posted at: 3:00am CST

There Are 2 Directions Your Ecomm Brand Can Go - You Can Be A Brand That Scales Up, Or You Can Flop. In This Greatest Hits Episode We Share the Secrets We've Seen Behind The Brands That Make it Big. 

Some eCommerce brands make it big while others stall out, it’s a fact. But there’s really no big mystery behind why this happens.

Today we're revisiting an interview I gave on the Ecommerce Evolution Podcast by my good friend Brett Curry. We break down what separates eCommerce brands that scale up versus those that plateau.

Brett and I talk about a variety of things, including average order value and lifetime value, and how that directly impacts your ability to scale up. We talk about demand generation versus demand capture: which is "better" and which lends itself to being able to scale. We talk about the roadmap to building a team and scaling up your business, how your role as a CEO changes as you grow, and much, much more.

This is a great conversation with a lot of tips from Brett and me. I hope you enjoy!

Episode Highlights

  • 5:54 Why I’m so passionate about dissecting why some brands scale and others don’t.
  • 7:25 The KPIs that separate the businesses that can scale from those that can't.
  • 8:47 Demand capture vs. demand generation and which one will allow you to scale.
  • 12:20 Factors I look for when evaluating a product’s potential for growth.
  • 14:22 How a passionate market can contribute to success.
  • 18:32 Why having competitors in your market is a good thing.
  • 19:13 Average order value and lifetime value: why they’re important and what to look for if you want to scale.
  • 22:17 How to evaluate CPA across different channels and the other metric I recommend examining.
  • 24:59 It’s OK if your business doesn’t scale -- and this is why.
  • 27:57 Growing your business by expanding your product line.
  • 31:49 A true entrepreneur falls in love with their customers, not their product.
  • 33:16 Great founders know when to ask for help.
  • 34:46 Why business founders need to become experts at their marketing channels before handing over the reins.
  • 38:52 How a CEO’s role shifts as the company grows.

Links And Resources

Direct download: EI_314_Why20Some20Brans20Scale20Replay.mp3
Category:general -- posted at: 3:00am CST

Raising capital can go two ways - it can help you reach your goals faster or be disastrous and destroy your business. 

Karen Howland is the managing director at Circle Up, an investment platform that uses technology to invest in early-stage businesses (mostly health and wellness CPG companies). She’s been investing in companies for the last eight years, and in this conversation, we go deep into early-stage investing, what entrepreneurs need to know about raising capital, and the mistakes she sees entrepreneurs make along the way.

Karen also shares what opportunities are out there right now and what she's most excited about. 

If you’re considering raising capital for your business or are interested in investing this episode will give you the tips and tricks to get started. 

Episode Highlights

  • 4:12 How Karen first got excited about investing 
  • 5:35 The mission of Circle Up and what makes them different from other investment firms
  • 8:32 What’s hot right now in the health and wellness space 
  • 12:47 Why it’s so hard for large CPG companies to incubate and develop their own new products 
  • 15:21 How Covid may have created the opportunity for CPG companies to innovate right now
  • 17:43 The biggest mistakes entrepreneurs make when raising capital
  • 24:14 Investing in CPG companies vs. investing in tech companies 
  • 28:10 Patterns in companies that have massive success 
  • 30:24 How Amazon, retail, and DTC companies can exist together 
  • 36:05 What the future of protecting your brand on Amazon will look like
  • 40:44 From raising capital to strategic exit - where entrepreneurs have the most challenges
  • 43:55 Areas that Karen is excited about investing in

Resources:

Direct download: EI20313_V2.mp3
Category:general -- posted at: 3:00am CST

Buffy was one of the first brands to crack paid social. As today's Facebook advertisers scramble to adjust to changes on the platform we revisit this Greatest Hits episode to learn from one of the best. 

What started as an idea to disrupt the bedding industry has grown into a multi-million dollar business.

This summer we’re re-releasing some of our top episodes of all time, and this week we’re bringing back this incredibly relevant show with Buffy co-founder Shoaib Kabani.

We talk about everything from product development, to the importance of testing, how landing pages can improve your funnel, and what performance KPIs you have to be thinking about as you scale on paid social.

Whether you’re a business owner or an ecommerce marketer, you’re going to get a lot out of this episode.

Enjoy!

Episode Highlights

  • 5:55 How a desire to change the bedding industry led to the creation of Buffy.
  • 7:27 The training Shoaib got from his start in consulting that’s helped him as an entrepreneur.
  • 8:41Developing the initial idea and concept for Buffy: providing value and values.
  • 10:35 The process of validating the concept online, on social, and in person before going all in.
  • 13:33 How do I make this a no brainer for the consumer?
  • 15:20 What’s worked for Buffy from a creative perspective and changes they’ve made as they’ve scaled.
  • 19:42 Some of the unintended consequences of having a free trial offer.
  • 21:01 Unique KPIs Shoaib looks at on a daily basis.
  • 23:03 A funnel analysis tool that’s been a game changer as Buffy’s scaled up.
  • 24:16 The materials and brand values that make Buffy stand out in the bedding industry.
  • 26:27 How Buffy uses landing pages to enhance its sales funnel.
  • 29:11 Addressing customer lifetime value when you have a limited number of products.
  • 33:15 Shoaib’s approach to launching into new ad channels, specifically with affiliates and podcasts.
  • 37:59 How the Buffy founders set their budget for testing new channels and concepts.
  • 40:13 What you, the ecommerce business owner, need to be thinking about to be successful.
  • 42:48 Exciting insight into what’s next for Buffy.

Links And Resources

Direct download: EI_31020Buffy20Replay.mp3
Category:general -- posted at: 3:00am CST

Are you winging it when it comes to processes and systems in your business? Today’s guest will help you stop before you spiral out of control. 

Joshua Uebergang is a master of processes and systems. He is the director of Digital Darts, a Shopify agency based in Australia, as well as a certified Shopify Marketing Expert. He is also a member of the Coalition

In this episode, we get an inside look into an ultra-organized mind. We talk hiring process, the importance of SOPs (and how to write them), iOS 14 mistakes and opportunities, and tools and resources to create your own processes and systems.  

Leave this episode with direct actions to get more organized and build a business structure so stable “a fool could run it.” 

 

Episode Highlights:

  • 4:19 What Joshua is most interested in right now post-iOS 14 apocalypse
  • 6:00 How Joshua got into eCommerce and the shift from Magento to Shopify
  • 8:39 Key processes and systems that helped Digital Darts grow over the last 6 years 
  • 10:42 Why you need a step-by-step hiring process
  • 12:01 The tools Joshua uses to manage processes 
  • 15:00 Defining the “why” in SOPs - not just the how
  • 16:40 Comparing project management tools 
  • 17:45 How the Coalition helped Joshua level up in his business
  • 22:17 Thinking about systems not only in business but also in your relationships
  • 24:05 Common mistakes from the front lines of iOS 14 
  • 26:57 iOS 15 - how concerned should you really be?
  • 39:18 Books that have helped Joshua on his journey 
  • 31:05 Is it easier to run a business with 8 people or 2 people?

Links and Resources:

Direct download: EI_311_v2.mp3
Category:general -- posted at: 3:00am CST

What Would Pura Vida Do? From Start-Up to Multi-Million Exit We Talk Strategy With One of The Top Ecommerce Brands Today. 

When someone asks about eCommerce best practices, we always hear, “well, what’s Pura Vida doing?” and in this episode we’re talking with Pura Vida CEO, Griffin Thall, to get an inside look at their strategies, how the company’s grown over the last several years, the way his role has evolved, and what it’s actually like to prepare your company for a multi-million dollar sale.  Get a behind-the-scenes look at Pura Vida's exit strategy.


Interested in the Coalition training with Griffin? You can join the Coalition membership here for access to this and many other great trainings and resources.

Episode Highlights:

  • 7:00 What got Griffin and Pura Vida to where they are today.
  • 8:03 How Griffin’s role has changed as the company’s grown.
  • 9:33 Pura Vida’s unique influencer strategy and how it started.
  • 13:23 Relentless innovation and how Pura Vida continues to increase customer lifetime value.
  • 15:53 The moment Griffin realized the brand was going to be a success.
  • 17:09 How Pura Vida’s growth strategy has changed over time.
  • 18:32 The challenges Griffin’s faced over the years as CEO.
  • 20:47 Where Griffin’s seen the most success in hiring.
  • 22:47 How Pura Vida’s ambassador program started, and where it’s at today.
  • 22:56 A day in the life of the Pura Vida CEO, and the value of growing a team.
  • 25:00 Why you’ve got to stop wearing all the hats in your business if you want it to scale up.
  • 28:49 What you should be focusing on as a founder, instead of getting enticed by the newest Shopify app.
  • 30:03 A key approach for brands launching today vs 6 years ago.
  • 32:28 Lessons learned about managing cash while scaling up.
  • 34:22 Pura Vida’s exit - how they ended up making a deal with Vera Bradley, and the process of finding and securing that kind of partnership.
  • 38:42 Griffin’s biggest takeaway from meeting with investors.
  • 40:15 The expansive value Pura Vida’s gained from their partnership with Vera Bradley.
  • 42:14 What Griffin’s excited about right now and some things in store for Pura Vida in 2020.

Links and Resources:

Direct download: EI_310_GriffinThall_Replay.mp3
Category:general -- posted at: 3:00am CST

 

In a world full of varying attribution models, collecting and using data is critical to understanding your customers and running a successful business.

Kevin Hillstrom is President of MineThatData, a consultancy that uses data to help executives better understand the relationship between their customers, advertising, products, brands, and channels. Kevin supports a diverse set of clients, from internet startups, to billion dollar multichannel retailers and previously held various roles at major retailers like Nordstrom, Eddie Bauer, and Lands' End.

In this episode, we talk about the myths of eCommerce, how using data can help boost repeat purchase rate, when and where to discount and how to deal with the attribution problem of running multi-channel marketing. Kevin’s been the influence for a lot of what I’ve done in my own business, and I know you’ll enjoy the conversation.

Episode Highlights:

  • 4:24 How (and why) Kevin consistently publishes daily blog content
  • 6:47 Kevin’s background from working in analytics to starting his own business
  • 9:15 The biggest challenge business owners face around their analytics and using data
  • 12:08 Approaching the attribution problem
  • 17:21 Identifying low-cost and no-cost acquisition channels for your brand
  • 21:04 Using data to retain the new customers you acquired in 2020 
  • 27:06 Building a solid foundation that will pay back in conversion dividends over time
  • 31:42 When to start investing in the “welcome program” mentality
  • 35:46 Looking at repeat purchase rate data
  • 41:24 The biggest mistake business owners make when evaluating data
  • 45:14 The discount challenge - when & where is the place for discounts
  • 48:13 Everyone thinks their customers are loyal - why they’re actually not
  • 52:04 Where to go to learn more about Kevin

Links and Resources:

Direct download: EI20309_KevinHillstrom_Midroll_1.mp3
Category:general -- posted at: 3:00am CST

Imagine the insights you'd glean if you could get a behind-the-scenes look at five different brands at once. Lucky for you today's guest is pulling back the curtain. 

Andrew Faris is the host of the Ecommerce Playbook Podcast and CEO of eCommerce holding company, 4x400. After helping grow one brand from $0 to $20MM in less than 2 years, Andrew founded 4x400, where he supports five different eCommerce brands.

In this episode, Andrew shares the challenges he's faced and how his mindset has changed while running multiple eCommerce businesses simultaneously. We discuss the shift he anticipates we'll see in how brands reach their audiences in the near future and the channels he's investing in as a result of this. 

If you're an eCommerce operator, you won't want to miss this episode.

Episode Highlights:

  • 4:13 The meaning of 4x400 and how it relates to business growth.
  • 6:11 Andrew's beginnings in the eCommerce world.
  • 10:20 The challenges of operating multiple eCommerce businesses at once and the depth of learning that comes with it.
  • 15:57 What Andrew's team at 4x400 looks like.
  • 19:03 Metrics Andrew regularly looks at to track brands' success.
  • 21:34 Impacts of the iOS 14 update across five different brands. 
  • 24:57 Channels Andrew is investing in as a result of Facebook's volatility.
  • 29:45 The mindset shift entrepreneurs need to make around attribution.
  • 32:37 Why you should take a cautious approach to your 2021 projections, especially if you crushed it in 2020.
  • 33:59 How Andrew measures success and the difference between his free cash flow and EBITA goals. 
  • 37:15 Recommended resources for eCommerce entrepreneurs.
  • 40:10 Lessons Andrew's learned as he's grown into a leader in his business.
  • 45:25 Things that are making Andrew's life better right now.

Links and Resources:

Direct download: EI_308_Updated.mp3
Category:general -- posted at: 3:00am CST

Think you need to sacrifice everything to have a successful business? You're wrong.

When you get to a certain point in your business' growth, sacrificing your relationships and your health is the worst thing you can do for your ongoing success.

We help you scale up without sacrificing everything or feeling overwhelmed. Today, I'm walking through our current programs so you can determine which one is the right fit for you. 

Episode Highlights:

  • 3:37 A coaching community with tools to help you scale up
  • 6:41 Building connections with established eCommerce entrepreneurs
  • 10:02 Accelerating your growth without adding more to your plate
  • 12:03 Expanding your network and keeping yourself accountable
  • 14:21 Where to go if you're ready to level up in your business

Links and Resources:

Direct download: EI_Flash_3.mp3
Category:general -- posted at: 3:00am CST

Most people start a business because they dream of freedom. But in reality, they build themselves a prison.

Having 7 or 8-figure revenue only does so much good if your entire business is dependent on you. I see so many business owners with more stress and less free time.

The good news is, it doesn't have to be this way.

In this episode, I'm sharing the 7-step roadmap for how to build a self-managing company that brings you joy and gives you the freedom you've always desired. 

If you're ready to get more freedom in your business, without sacrificing your health, personal life, or family, you need to check out Intentional Wealth. It's an 8-week accelerator for eCommerce business owners that kicks off July 7. The enrollment period is open now, and the program is filling up quickly. Get the details here.

Episode Highlights:

  • 3:05 Step #1 for building a self-managing company: Change your mindset about what's possible.
  • 5:07 Step #2: Understand what you're really selling.
  • 7:11 Step #3: Start thinking like a general manager, not a coach.
  • 9:37 Step #4 for building a self-managing company: Share your intent, not your outline.
  • 12:21 Step #5: Narrow down your metrics and give your team autonomy.
  • 14:43 Step #6: Embrace delegation as a competitive advantage.
  • 17:01 Step #7 for building a self-managing company: Find your mentors.

Links and Resources:

Direct download: Flash_2_Building_a_self-managing_Company.mp3
Category:general -- posted at: 3:00am CST

Are you making at least 20% of your revenue from email marketing? If not, today’s guest is here to tell you how.

Chase Dimond is a prolific email marketer who is making a lot of noise in the eCommerce arena. In 2018, he launched an email marketing agency called Boundless Labs that supports 6-9 figure eCommerce companies. Since then, he and his team have helped their clients send hundreds of millions of emails resulting in over $50 million in email attributable revenue.

Chase joins us on today’s episode to share his knowledge on email marketing for eCommerce. He offers specific and tangible actions you can take to drive more sales and increase your email marketing revenue, talks about what works in email and what doesn’t, how to optimize your opt-ins, and how to find talented copywriters.

Enjoy!

Episode Highlights:

  • 4:26 The Bernie Singles Case Study
  • 8:10 Common misconceptions about email marketing
  • 10:05 Chase’s early career in email marketing
  • 14:02 How Chase took complete ownership of his marketing funnel
  • 17:54 The easiest ways to increase your eCommerce revenue with email marketing
  • 20:09 How to maximize your email opt-ins 
  • 22:31 Does gamification work for opt-ins?
  • 23:36 Chase’s email diagnostic checklist
  • 27:27 What types of products should be invested in email marketing
  • 32:09 The future of SMS marketing and what is overhyped
  • 36:41 How to find talented copywriters and designers
  • 39:53 Resources that helped Chase build Boundless Labs
  • 42:47 What motivates Chase to stay committed to email marketing

Links and Resources:

Direct download: EI307_Chase_Diamond_Midroll.mp3
Category:general -- posted at: 3:00am CST

Do you want to unlock massive growth or stay small? If you're unsure why your eCommerce business isn't growing, this episode is for you.

Over the last five years, I've worked with businesses that have grown from $100K per month to $1MM per month, and I've worked with businesses that have continued to stay small, despite their desire for growth.

In this bonus episode, I'm sharing the 9 reasons why your eCommerce business isn't growing, and how you can change that.

If you're ready to unlock growth in your business, without sacrificing your health, personal life, or family, you need to check out Intentional Wealth. It's an 8-week accelerator for eCommerce business owners that kicks off July 7. The enrollment period is open now, and the program is filling up quickly. Get the details here.

Episode Highlights:

  • 2:51 Reason #1 why your eCommerce business isn't growing: You're scarcity focused
  • 4:12 Reason #2: You aren't keeping up when the game changes
  • 5:24 Reason #3: Superhero Syndrome
  • 7:23 Reason #4 why your eCommerce business isn't growing: You aren't managing your cash
  • 8:35 Reason #5: You're transaction-focused instead of transformation-focused
  • 11:20 Reason #6: You're focused on tactics instead of strategy
  • 12:46: Reason #7: You don't know what you want or what your business is
  • 16:31 Reason #8 why your eCommerce business isn't growing: You think in terms of cost, not investment
  • 18:12 Reason #9: You're trying to do it all alone.

Links and Resources:

Direct download: EI_Flash_9_Reasons.mp3
Category:general -- posted at: 3:00am CST

After a decade of fast-paced growth, are you wondering what’s next in eCommerce? Today’s guest is here to share his predictions.

Three-time returning guest Andrew Youderian is back on today’s show. Andrew is a well-known entrepreneur in the eCommerce space, host of the eCommerce Fuel Podcast and the owner of the eCommerce Fuel forum.

In this episode, we do some big picture thinking on what’s next in eCommerce, what we’ve seen coming and going, Facebook trends and the future of Amazon. We also touch on brand building, emerging channels to pay attention to and what we think is on the horizon.

Episode Highlights:

  • 5:39 Fast-paced growth and what’s next in eCommerce
  • 8:39 The state of Amazon for eCommerce sellers
  • 13:00 Is Facebook advertising going to be a thing of the future or the past?
  • 18:46 Why Andrew Youderian doesn’t think Facebook is the path to sustainable growth
  • 23:40 Strategies for owning your relationship with your community
  • 28:10 Are you still experiencing asymmetric returns?
  • 32:42 How to take advantage of emerging channels to grow your audience
  • 35:49 Why Andrew closed the eCommerce Fuel job board
  • 40:04 Exciting new tools and the future of Facebook groups
  • 45:47 Why social trust is critical to the success of businesses

Links and Resources:

Direct download: EI306_Andrew_Youderian_Midroll.mp3
Category:general -- posted at: 3:00am CST

Writing copy that converts has nothing to do with magically pulling the perfect words out of thin air. It’s about learning how to copy + paste.

At least that’s what Val Geisler - email marketing conversion copywriter, strategist for B2C startups and Customer Evangelist at Klaviyo - has to say. Val has been a part of the eCommerce community for a long time and is a master at the art of conducting meaningful customer research that translates into copy that converts.

Val joins us today to dive deep into email marketing for eCommerce brands, marketing automation, copywriting, and how you can use words to increase the perceived value of your brand. We also talk about how to improve your email flows, how you should be using SMS, and what it means to build your acquisition flywheel.

If you want to learn how to set up email flows and automations, check out our Email Growth Guide and Intensive Course inside the Coalition

Episode Highlights:

  • 4:18 The easiest way to write copy that converts
  • 8:27 How to conduct meaningful customer research
  • 12:16 Val's new role at Klaviyo
  • 21:40 The emails you absolutely need to do customer research for
  • 26:13 Val’s approach to balancing qualitative and quantitative data
  • 32:06 Klaviyo’s SMS product update 
  • 36:54 How do upgrade your flows with SMS
  • 41:31 Ways you can optimize your abandoned cart
  • 47:31 The power of marketing automation
  • 52:00 How to design your customer acquisition flywheel
  • 55:29 Val’s Email Marketing Hall of Fame

Links and Resources:

Direct download: EI_304_ValGeisler.mp3
Category:general -- posted at: 3:00am CST

Is your business built to sell? John Warrillow is here to help you harvest the value of your company.

John Warrillow is the founder of The Value Builder System, a Top 10 Forbes Ranked Podcast host, and author of Built to Sell, a best-selling book that’s helped over 50,000 businesses build more valuable companies. Throughout his career, he's founded and exited four companies and now dedicates his time to helping entrepreneurs sell their own for higher multiples.

Listen now for John’s most valuable advice on the secret to a successful exit, key pillars for being built to sell, how to create more value in your business, and the biggest mistakes he sees entrepreneurs make when trying to do this on their own.

Episode Highlights:

  • 6:49 The secret to having a successful exit
  • 12:04 How much you should get for your business
  • 19:26 The number one job you have as a business owner
  • 23:58 Why so few entrepreneurs turn pro
  • 28:49 Tactical ways you can increase the long term value of your business
  • 36:20 The power of taking a pause in entrepreneurship
  • 43:54 The biggest mistakes entrepreneurs make when selling their business
  • 49:49 What to do if you are forced to take an earnout 

Links and Resources:

Direct download: 303-JonWarrilow_ShipBob.mp3
Category:general -- posted at: 3:00am CST

From changes in consumer privacy to new business models popping constantly, the Ecommerce landscape is changing and it's changing fast.

Here to help you keep up is my good friend Brett Curry. Brett is an entrepreneur, eCommerce strategist, and host of the eCommerce Evolution podcast. He leads an incredibly talented team at OMG Commerce, and today we're diving into what's new in eCommerce.

We talk about the future of eCommerce advertising and who should be most concerned about upcoming privacy changes. Brett shares his formula for creating consistently great content, I share what makes lucrative subscription models work, and we touch on how our roles as CEOs and operators have evolved as our businesses have grown.

Episode Highlights:

  • 4:44 The future of eCommerce: A return to the renaissance
  • 8:26 Google’s changes to audience targeting and attribution
  • 11:29 Why agencies and freelancers should be weary of privacy changes
  • 19:12 The formula for consistently creating high-converting content
  • 28:02 Why subscription models aren't going away anytime soon
  • 31:13 How to make a subscription model work for your business
  • 35:51 Three types of subscription models to consider
  • 42:31 How to keep up with the speed of change in business
  • 44:32 What being a basketball coach and CEO have in common
  • 48:10 Austin’s perspective shift on his role in business
  • 53:43 Check out the eCommerce Evolution Podcast

Links and Resources:

Direct download: 303_BrettCurry.mp3
Category:general -- posted at: 3:00am CST

It's time to stop losing customers and start understanding them.

Sean D’Souza, author of The Brain Audit, founder of Psychotactics, and host of The Three Month Vacation Podcast, is a Marketing Strategist and expert on consumer psychology. He’s one of the most articulate and well-spoken people I’ve met in the field of marketing and he’s here to help you figure out why you aren’t selling as much as you should.

In this episode, Sean sets the record straight on the number one reason your customers back out of a purchase. We also dive into how to ease your customer’s fears, the importance of having a uniqueness factor, and how to start understanding your customers in a deeper way so you can stop losing customers.

Sean is giving a training inside of the Coalition on May 11th called, “Buy Your Life Back: How to Raise Prices and Not Lose Customers”. Apply to join the Coalition today so you don’t miss out.

Episode Highlights:

  • 4:23 Why Sean D'Souza created "psychotactics"
  • 6:41 What stops people from taking a 3-month vacation
  • 10:57 The best way to stop losing customers
  • 19:30 Why your business needs to have a uniqueness factor
  • 25:12 How to come up with your uniqueness factor
  • 32:15 Unpacking the misconception around sales
  • 37:07 Tiger Woods' iconic shot and what it has to do with your customers
  • 40:58 How to start understanding your customer in a deeper way
  • 45:04 Learn more about Sean D'Souza
  • 47:08 Sean’s top recommendation for a vacation destination

Links and Resources:

Direct download: 302_SeanDeSousa_Gorgias.mp3
Category:general -- posted at: 3:00am CST

Trying to get valuable time back from your business? Steve Chou and I are here to talk about how automation helps us work smarter.

Steve Chou, host of the My Wife Quit Her Job Podcast, has built a large business that only requires the help of one VA. From managing a robust social media calendar to tackling email marketing, Steve has cracked the code on how to do more with less.

Steve and I share a joint passion for helping entrepreneurs build businesses that don't consume their entire life. If you've been feeling overworked and bogged down in the weeds of your business, this episode is for you. Tune in to hear how we've freed up our time by automating five key areas of our businesses: hiring, social media, email marketing, our inbox, and project management.

Episode Highlights:

  • 4:10 Automation #1: Your hiring process
  • 10:18 Automation #2: Your social media production
  • 15:07 Automation #3: Your inbox
  • 18:17 Automation #4: Your project management
  • 24:15 Automation #5: Your email marketing
  • 29:40 How to combine SMS and email
  • 34:04 What Steve is most excited about
  • 38:14 Check out Steve’s podcast

Links and Resources:

Direct download: EI_302_SteveChou_Coalition.mp3
Category:general -- posted at: 3:00am CST

The right marketing strategy + the right team members to execute = DTC success. 

“A little crazy” is what Ecuadorian artisans called Case Bakker after he requested order after order of handmade blankets to sell to boutiques all over the Ottawa Valley. Rooted in a mission to give back, Pokoloko started off as a wholesale brand dedicated to bringing global inspiration to people's homes and directly supporting artisans all over South America, Turkey, Morocco, and Indonesia.

I met Case, Pokoloko’s CEO and co-founder, about a year ago when he reached out with one goal in mind: transition from wholesale to DTC eCommerce. Since then, we’ve worked together inside the Coalition and Intentional Wealth, and his team has made incredible progress. Case joins us today to tell us how.

Tune in for a candid talk about how Pokoloko generated their first $100k in sales, what marketing strategies move the needle, the hires that have been essential to their success, and leadership lessons he’s picked up along the way.

Enjoy!

Episode Highlights:

  • 3:51 How Pokoloko was first created
  • 6:23 How Pokoloko generated their first $100,000
  • 9:19 The biggest difference between running wholesale vs direct to consumer
  • 11:02 Three major initiatives that moved the needle when switching to online sales
  • 13:32 Critical hires when growing a B2C business 
  • 15:28 Marketing initiatives with a high ROI
  • 19:01 How transitioning to B2C affects wholesale 
  • 20:28 Leaderships lessons Case wishes he knew years ago
  • 24:20 What Case is most excited about

Links and Resources:

Direct download: EI_301_Case.mp3
Category:general -- posted at: 3:00am CST

Misinformation is spewed left and right about nearly everything in eCommerce and it’s driving Kurt Elster and I insane.

We are excited to bring you episode 300 of the Ecommerce Influence podcast and our special guest today is Kurt Elster. Kurt is a CRO expert, host of the Unofficial Shopify Podcast, and runs an eCommerce website design and development agency called Ethercycle.

If you’ve been a long-time listener of the podcast, you know that Kurt is a trusted recurring guest and in this episode, we’re hoping to put a nail in the coffin of six costly eCommerce myths. 

Tune in as we set the record straight on Google PageSpeed, website design and copywriting, work ethic and so much more.

Enjoy!

Episode Highlights:

  • 5:28 Myth #1: You need to diversify your traffic
  • 8:38 Myth #2: Google PageSpeed is crucial to getting more sales
  • 14:00 Myth #3: You have to be the first to do everything 
  • 18:49 Myth #4: If a “big” business is doing it, it must be right
  • 23:10 Myth #5: Hustle and grind is the key to business success
  • 27:57 Myth #6: People don’t read on the internet 
  • 35:40 Check out the Unofficial Shopify Podcast

Links and Resources:

Direct download: EI_300_Kurt_Elster_2.mp3
Category:general -- posted at: 3:00am CST

Does your business take all of your time or does it give you the freedom to do the things you love?

Jeff Vogl, president of Classic Car Stereos, has been intentional about creating that shift over the last couple of years and I’ve had the pleasure of seeing him do it. Jeff and I started working together in 2019. Since then, Jeff’s business has grown tremendously and he’s continued to add to his portfolio.

From mastering the art of creating packages his customers can’t ignore, boosting his AOV, and spending more time on the golf course than in the weeds of his business, Jeff is a sharp entrepreneur and he’s here to tell you how he made these big wins possible.

Tune in to learn how you can creatively increase your AOV, why Jeff believes a Google AdWords strategy is a must, the importance of bidding on your brand, and how a change in leadership style has unlocked the freedom Jeff always wanted.

Enjoy!

Episode Highlights:

  • 4:03 Learning how to create packages to boost your AOV
  • 6:20 How Classic Car Stereos manages all of the moving parts in their business
  • 8:18 Jeff’s journey from spending time in the weeds of his business to spending time on the golf course
  • 10:55 A mindset shift on inventory management and demand planning
  • 16:19 Entrepreneurial finance 101: The numbers every entrepreneur should know
  • 25:06 Using Google Adwords and why you should always be bidding on your brand
  • 29:12 Evolving your leadership style to empower your team
  • 34:35 The resources Jeff uses to grow Classic Car Stereos

Links and Resources:

Direct download: EI_299_Jeff.mp3
Category:general -- posted at: 3:00am CST

Holistic Habitat self-taught their way to Facebook Ads success. Here's why they doubled their ad budget in 2020.

Kristin Holler is the co-creator of Holistic Habitat, an eCommerce home decor company for the socially conscious. I met Kristin in 2019 and have worked with her inside the Coalition, and most recently, as a member of Intentional Wealth. Since we started working together, her business has grown tremendously and email marketing makes up 30% of her monthly sales. However, that’s not the only lever Kristin has learned how to master.

With a roll-up-your-sleeves mentality, Kristin has led Holistic Habitat through the ever-changing landscape of Facebook ads, the COVID-19 pandemic, market shifts and so much more. She’s here to share how they grew 500% in 2018, how she became a Facebook ads pro, and the secret behind creating ads that convert. We also dive into the biggest leadership takeaways of 2020 and how to get out of your own way.

Episode Highlights:

  • 4:21 How Kristin started as an eCommerce entrepreneur
  • 7:27 The moment Kristin realized Holistic Habitat had potential
  • 9:55 How Holistic Habitat grew 500% in 2018
  • 12:53 Why Kristin doubled her FB ads budget at the beginning of COVID-19
  • 16:53 The biggest leadership takeaways from 2020
  • 19:13 Working in the Coalition: How Kristin increased profits and got out of her own way
  • 23:25 Becoming a Facebook ads pro
  • 26:23 How to run Facebook ads that convert
  • 28:32 Holistic Habitat’s unforgettable marketing mishaps 
  • 31:10 Advice for purpose-driven brands trying to build customer loyalty 
  • 33:57 The #1 thing Kristin wishes she knew before starting her entrepreneurship journey
  • 35:27 What’s keeping Kristin up at night
  • 37:16 Lessons from COVID-19 that keep moving the needle
  • 38:43 How Holistic Habitat creatively increases their average order value
  • 41:52 Get in touch with Kristin

Links and Resources:

Direct download: EI_298_KristinHoller_1.mp3
Category:general -- posted at: 3:00am CST

Today's guest turned her passion project into a global movement.

Chrissie Lam is the founder of Love Is Project, a thriving lifestyle brand that supports thousands of female artisans in developing countries around the world. I’ve known Chrissie for years and have had the pleasure of getting an up-front look into how her business has taken off. Between landing a spot on Shark Tank, multiple press hits, and being featured by Facebook during Women’s History Month, Chrissie has so much insight to share on developing a lifestyle brand with a purpose.

In the episode, we talk about what it’s like to launch a business while traveling the world, getting onto Shark Tank and how to leverage the press to grow your business. Chrissie also shares the ups and downs of working with freelancers and agencies, and how she’s been using our Intentional Wealth program to keep her business and life in balance.

Episode Highlights

  • 2:57 Chrissie’s passion for travel
  • 5:11 Launching Love Is Project in Bali
  • 9:43 The process of getting onto Shark Tank
  • 12:55 Chrissie’s mindset heading into Shark Tank and how it panned out
  • 14:57 How the power of the press for Love Is Project
  • 17:07 The trial and error of hiring freelancers and agencies
  • 20:10 How Chrissie is able to work anywhere in the world
  •  21:33 What Chrissie wishes she knew before launching Love Is Project
  • 21:53 How Chrissie is leveraging the Intentional Wealth program 
  • 24:20 Chrissie’s advice for people building a lifestyle brand
  • 26:20 What Chrissie is most excited about going forward
  • 27:35 Helpful resources for entrepreneurs

Links and Resources:

Direct download: EI_297_Chrissie.mp3
Category:general -- posted at: 7:00am CST

Our most highly requested guest, Moiz Ali, is here to tell you how he made a 9-figure exit in just over 2 years. 

Moiz is the Founder of Native, the fastest growing CPG company in the US. Two and a half years after its inception, the company was acquired by Procter & Gamble for $100MM and Moiz is here to tell us how he made that happen.

We talk about what made Native so successful early on, how he prepared to sell the company and what life was like at Procter & Gamble after the sale. Moiz also dispels a few eCommerce myths and lets you know what he’d do differently if he could hit the reset button.

Episode Highlights

  • 3:30 How Moiz Ali’s family encouraged him to lean into entrepreneurship
  • 5:01 What drove Moiz away from law school
  • 6:13 How life is like at Proctor & Gamble
  • 11:18 A/B testing deodorant: Native vs P&G
  • 16:00 Why Native was successful so quickly
  • 20:53 Navigating eCommerce upsells
  • 23:43 The team members and agencies Native leveraged to grow
  • 28:18 What Moiz would do differently if he could hit the reset button
  • 31:06 Raising money: Should you or shouldn't you?
  • 35:55 Prepping to sell your company
  • 39:45 What Moiz’s schedule was like leading up to the sell
  • 43:22 Moiz’s advice on whether you should go all-in on your business
  • 45:56 eCommerce myths Moiz wants to dispel
  • 48:21 The best eCommerce platform to use
  • 50:09 How Ali Capital chooses which companies to invest in
  • 53:46 What’s exciting Moiz Ali about eCommerce right now
  • 55:40 The three main keys to Native’s early success

Links and Resources:

Direct download: EI_296_Moiz_Ali_V2.mp3
Category:general -- posted at: 3:00am CST

There isn't a rulebook for building a $100MM brand. This serial entrepreneur is here to tell you how he did it.

Josh Snow taught himself how to build websites at 12 years old. His early venture sparked a full-fledged passion for marketing and branding which led Josh to where he is today, the founder and CEO of Snow - a fast-growing D2C brand and leader in premium oral care.

Josh is a true operator and in this episode, we dive deep into how he’s grown Snow to over $100MM in revenue. We talk about the differences between running a $1MM company and a $100MM company, how his leadership has needed to evolve in the process, and his thoughts on hiring the right people. Josh also shares how leveraging influencer marketing was a game-changer and where he plans on taking the company next.

Enjoy!

Episode Highlights

  • 4:02 Josh’s pre-teen start to entrepreneurship
  • 8:36 Snow’s defining moment of growth
  • 13:55 Josh’s take on paid acquisition
  • 16:45 How Snow strategically diversified their marketing channels
  • 21:34 The biggest differences between running a $1MM and a $100MM company
  • 27:07 How Josh has learned how to ask for help as a leader
  • 32:20 The difference between “hunting elephants” and “hunting rabbits”
  • 39:26 How Snow leverages influencer marketing and a celebrity’s social capital
  • 45:00 Common misconceptions about running an eCommerce business
  • 52:29 Where Snow is going and the challenges Josh sees on the horizon
  • 56:01 Josh’s words of wisdom for eCommerce entrepreneurs

Links and Resources:

Direct download: EI_295_Josh_Snow.mp3
Category:general -- posted at: 3:00am CST

Losing half a million dollars in one year can be a devastating blow. Find out how this company turned things around to become the 20th fastest growing company in the US. 

Garret Ackerson is the cofounder of Kindred Bravely - a privately held company that has experienced the highs and lows associated with rocketship growth. Garret did a live training for Coalition members last fall, and I'm sharing it with you now because it’s truly a transparent and sobering look into the ups and downs of a fast-growing company.

Garret dives into the importance of knowing your numbers, making KPIs a team event, and why founders should carve out time and space to think. He also shares why he's never scared to invest in learning, how to build a flywheel, and find the right partners for your business.

If you're a founder or someone who helps eCommerce businesses grow, this episode is a must-listen.

Enjoy!

Episode Highlights

  • 4:02 How Kindred Bravely first started in 2015
  • 7:02 The KPI system Kindred Bravely uses that promotes ownership
  • 14:42 Why you should always schedule time to think
  • 16:53 Why you should never be afraid to pay for learning
  • 19:39 How to debrief and implement your learnings
  • 22:26 The only two functions of your enterprise
  • 27:30 How to start thinking and dominos and why you want should
  • 28:46 Why you need to create a flywheel
  • 34:52 What Garret’s thinking routine looks like and the questions he asks himself
  • 36:19 The first hire that Kindred Bravely made and why
  • 38:37 How to create a flywheel in Shopify
  • 43:17 The most important part of capital management
  • 47:00 Kindred Bravely’s financial reporting rhythm
  • 51:18 The best way to have successful relationships with agencies
  • 53:35 How Garret structures business goals and sprints

Links and Resources:

Direct download: EI_294_KindredBravely.mp3
Category:general -- posted at: 3:00am CST

Buying an ecommerce business can be a brilliant move to build wealth, or have costly unintended consequences. 

Between finding the right business, knowing what to look for when going through due diligence, and avoiding misinformation - buying an eCommerce business can be a lot to handle. We're giving you a crash course on how to do it.

Today’s show is a mashup of three episodes I’ve done with expert eCommerce entrepreneurs in this space - David Newell, Shakil Prasla, and Drew Sanocki. We talk about how to determine if you are the type of person who should buy or build, what a thorough due diligence process looks like, and the things to always investigate within a prospective company. We also breakdown the common pitfalls first-time buyers tend to experience and how to avoid them.

Enjoy!

Episode Highlights

  • 4:30 How to determine if you should buy or build an eCommerce site
  • 7:27 Buying a business to cross-sell
  • 9:29 The 6 key tenets to robust due diligence when buying a business
  • 13:12 How to assess the quality of a business’ backlinks
  • 16:23 Financials you should always assess as a buyer
  • 19:23 Problem areas to investigate before buying a business
  • 23:15 Technical and legal checklist items you shouldn’t forget
  • 25:38 The biggest mistakes most first-time buyers make and how to avoid them
  • 27:34 Leveraging SEO and content for growth
  • 30:53 Income and age: Two essential criteria for evaluating a company
  • 32:49 Buying a business on a bank loan
  • 35:48 Five things to always look for when buying
  • 39:04 The advice Shakil would have given himself when he was starting out
  • 41:30 Shakil’s process for reviewing prospecting companies and getting them through due diligence
  • 43:30 What Drew is most excited about when buying
  • 46:15 Merger and acquisition opportunities that can help your brand
  • 50:45 Uncovering your blind spots within the acquisition process
  • 52:26 Boostrapping vs acquisition: Which is right for you and which comes first?

Links and Resources:

Direct download: EI_293_Buying_An_Ecomm_Brand_-_Throwback.mp3
Category:general -- posted at: 3:00am CST

Apple’s recent championing of consumer privacy means your ad data is never going to be the same.

If you’re an eCommerce business owner, you’ve likely been swept up in the confusion around iOS 14 and Facebook ads. Andrew Foxwell from Foxwell Digital is back on today’s show to unpack what this means for you and your business.

We’ll be diving into the iOS 14 release and the implications it’ll have on Facebook advertising. We’ll also discuss the tools you’ll need in place for this shift and how you can optimize your ads for this new normal. If your business relies heavily on Facebook advertising, you can’t miss this episode.

Enjoy!

Episode Highlights

  • 5:21 The current state of Facebook advertising and what you need to know about iOS 14
  • 7:47 Apple’s new positioning around consumer privacy and how it will affect your advertising
  • 9:56 How Apple will control the floodgates of information
  • 12:52 What we know is changing between iOS 14 and Facebook ads
  • 16:05 The upside to these changes within Facebook 
  • 18:24 What the upcoming data delay will mean for you 
  • 21:42 8 must-have events to set up to prepare for the new normal
  • 25:40 How to set up and customize your new events
  • 28:58 Don’t get taken advantage of: A word of caution when searching for help
  • 32:05 Who is going to be most affected by these changes 
  • 37:57 The tools Facebook and Apple are working on to help you

Links and Resources:

Direct download: EI_292_WhatTheFacebook.mp3
Category:general -- posted at: 3:00am CST

If you're trying to stretch your marketing dollars as far as you can there's one piece of low-hanging fruit you shouldn’t ignore.

If you cringe when you think about pop-ups, you're missing out on huge wins including more revenue, more email captures, and a higher AOV. Take it from Erik Christiansen, eCommerce CRO expert and the CEO of Justuno. I’ve known Erik for a long time and his company has helped thousands of businesses with conversion rate optimization. He’s joining us today to talk about the future of eCommerce CRO and how you can leverage it in your business.

Outside of Erik’s knowledge of eCommerce CRO, what I’ve continued to admire about him over the years is his ability to not only grow a team but retain his team members too. We’ll also cover how he’s built a team of 60+ people, how he thinks about hiring and retention.

Enjoy!

Episode Highlights

  • 5:11 How Justuno has evolved over the years
  • 6:52 The business basics Erik has been on top of for the last 10 years
  • 11:44 Stretching your marketing dollars as far as you can
  • 14:20 What Erik has learned about leading a remote team
  • 17:51 The two things Erik tells every single one of his employees
  • 21:35 What Erik is most excited about in Justuno’s future
  • 26:10 How to optimize your landing pages
  • 29:45 What Justuno has on the 2021 roadmap you should know about 
  • 32:05 How to get 30 days of free access to the Coalition

Links and Resources:

Direct download: EI_291_Erik.mp3
Category:general -- posted at: 3:00am CST

Society Has Brainwashed Entrepreneurs To Believe They Have To Sacrifice Everything To Be Successful. 

“Crush it” culture convinces us that sacrificing our health, personal life, and family is a part of the game and if you’re not making those sacrifices, you can only get so far.

It’s time to crush this false narrative and make a paradigm shift.

In today’s episode, I’m introducing the Brand Acceleration Formula. It’s a five-step process designed to help entrepreneurs grow their business from $500K to $5MM without sacrificing what matters most to them. We dive into the biggest causes for slow business growth, how to stay focused on the metrics that move the needle, and our best advice on bringing your best ideas to life.

I’m going to help 20 entrepreneurs apply this formula and have the best 90 days of their business life. Will you be one of them? Get the details here.

Episode Highlights

  • 6:28 How society has entrepreneurs brainwashed
  • 8:29 Are you playing a status game or a wealth game?
  • 12:11 The Brand Acceleration Formula
  • 15:03 The biggest cause for slow business growth
  • 17:15 How to avoid shiny object syndrome 
  • 20:05 What our most successful clients have in common
  • 22:03 The best way to start bringing your big ideas to reality 
  • 24:21 Our new Intentional Wealth Program

Links And Resources:

Direct download: EI_290_500k-5MM.mp3
Category:general -- posted at: 3:00am CST

If you're just focusing on your company's annual income, you're doing it wrong.

Today, Ryan Tansom, founder of Arkona, is here to talk about why creating long term value in your business should be your priority.

In 2014, Ryan helped turn his family business around and then sold it for 8 figures. Today he's helping entrepreneurs make the shift from thinking about annual income to focusing on long term value creation instead.

In this episode, Ryan shares why your goal shouldn’t always be to maximize income, how to think about investing in your business, and the right way to run your business so that people want to buy it. 

Whether you have intentions to sell or not, Ryan’s ideas on creating long term value in your business will open up opportunities you’ll have the power and choice to leverage whenever you want.

Enjoy!

Episode Highlights

  • 4:49 Why Ryan is passionate about helping entrepreneurs create long term value
  • 8:04 The right time for a business to think about its direction
  • 11:16 Annual income vs long term value: Which is better?
  • 13:51 How investing in your business could be more valuable than cash
  • 18:00 Tracking the value of your company even if you don’t want to sell
  • 19:30 What a “good valuation” really means
  • 22:28 Things professional buyers are looking for when evaluating your company 
  • 25:47 Understanding the J curve and the opportunities you may be missing in your business
  • 30:33 When it’s time to find a new CEO
  • 35:37 Why you should focus on long term value even if you don’t plan to sell
  • 41:16 What business owners should know about the exit process
  • 44:21 The things entrepreneurs actually have control over 
  • 46:01 What you’ll learn in Ryan’s upcoming Coalition training

Links and Resources:

Direct download: EI_289_Ryan.mp3
Category:general -- posted at: 3:00am CST

Implementing Traction at your company? Here’s what you should know before you start. 

Many of our clients inside of the Coalition have heard of Traction and have considered trying to implement EOS at their company. If this phrase is new to you, EOS - the Entrepreneurial Operating System - is a set of concepts and tools that can help your team align on a clear vision, make progress towards defined goals, and increase accountability and communication. 

Our team dove headfirst into the task of implementing Traction just over a year ago and we’ve learned a lot since. In this episode, I’m sharing how we adopted the EOS methodology, the pros and cons of using it, and who I think has the most to gain from it. 

If you’re an eCommerce entrepreneur who thinks there might be a better way to run your business, this episode is for you.

Enjoy!

Episode Highlights

  • 4:50 Life before finding Traction
  • 6:53 The best part about using the EOS process and how it changed the game for us
  • 8:05 What “rocks” are and how they address the biggest struggles I see entrepreneurs facing today
  • 10:27 The feedback from my team that I didn’t see coming
  • 11:51 How we work around the biggest con of using EOS 
  • 15:07 Who EOS works best for
  • 16:10 Why I think solopreneurs will struggle implementing EOS 
  • 18:59 How to get free 30-day access to the Coalition

Links and Resources:

Direct download: EI_288.mp3
Category:general -- posted at: 3:00am CST

Do you want to know how to hire rockstar talent this year? 

Finding high-quality talent is a major key to the growth of any organization. However, it’s often seen as a difficult task and can cost a lot of time and money when done incorrectly.

At Brand Growth Experts we just hired our newest Community and Events Manager after sorting through nearly three hundred applications and I’m here to tell you how we did it.

You’ll learn our step-by-process on how to hire a great employee every time, ways to simplify and structure your hiring process, and the tools we used to manage hundreds of applications.

If you've been wondering how to hire without getting overwhelmed at the task this episode is for you.

Episode Highlights

  • 6:36 Creating your accountability chart
  • 9:39 How to attract the right candidates
  • 14:24 Promoting your job with advertising
  • 16:52 The number one mistake I see companies make when hiring 
  • 19:22 Mapping out your hiring process 
  • 22:20 How to hire using AirTable
  • 24:06 Are you valuing your own opportunity?

Links and Resources:

Direct download: EI_287_hiring.mp3
Category:general -- posted at: 3:00am CST

Is your content strategy worth half a million dollars? 

Mark Stallings is the CEO of Casely, an ecommerce tech-accessories retailer that’s gone from zero to eight figures in just four years. After dropping out of college, Mark convinced his sister Emily to cofound the company with him. They’ve been bootstrapping their way through everything from website coding to paid advertising ever since.

I’ve gotten to know Mark over the last few years after he became a founding member of The Coalition in 2018. He joins us to share what he and his sister learned over the years, including how they profitably spend half a million dollars on paid advertising every month. We also touch on how they leverage their content strategy for growth, their approach to hiring, and how they maintain a lean team.

Enjoy!

Episode Highlights

  • 6:45 How Casely leverages the subscription model 
  • 10:33 Why Mark dropped out of college after one year
  • 12:14 Diving into an Instagram rabbit hole to understand your audience
  • 16:08 What the first six months of paid advertising looked like for Casely
  • 18:31 The content strategy that’s taking the business to the next level
  • 22:29 Building and scaling the Casely team
  • 27:22 The two biggest obstacles when using FB ads
  • 29:37 How Mark spends time in the business
  • 31:12 Common misconceptions people have about spending a lot on Facebook
  • 31:45 The top metrics Mark closely monitors 
  • 35:01 Mark’s biggest learning experience over 2020
  • 38:51 The hardest part about building Casely
  • 40:05 The secret sauce for hiring and company culture
  • 43:26 What Mark is most curious about today
  • 45:00 Two things every ecommerce company should focus on
  • 47:15 Mark’s resources and strategies for growing your business

Links and Resources:

Direct download: EI_286_MarkStallings.mp3
Category:general -- posted at: 3:00am CST

2020 Threw Us All For A Loop. Here’s What We Learned From It and How It’s Helping Us Prepare For 2021. 

Nobody saw COVID-19 coming and nearly every business had to make pivots while market conditions changed daily. 

Not only did I see changes happen in my own business, but I also witnessed them across all of the ecommerce companies I have the opportunity to work with inside of The Coalition. This made my annual end-of-year review that much more interesting so I decided to wrap up my findings in this episode and share it with you.

In this episode, I talk about the things that went well for me and the companies we work with, the hard lessons and challenges that were presented, and the top takeaways that every ecommerce business owner needs to know to prepare for 2021.

Enjoy!

Episode Highlights

  • 3:55 The number one question I’m asking myself about 2020
  • 7:45 How hiring has been a game-changer for our business
  • 10:07 What having a local community has done for me
  • 11:25 The COVID-19 impact on our business 
  • 17:09 My biggest takeaways from 2020
  • 18:44 Do you own your marketing channels?
  • 20:09 How having multiple streams of income can help prepare for 2021
  • 22:29 Industries that are going to continue to thrive
  • 23:27 Why awareness might not be your marketing problem

Links and Resources:

Direct download: EI_285_year_in_Review.mp3
Category:general -- posted at: 3:00am CST

If you took a month off from your business would it thrive or struggle to survive? 

Nat Eliason is three-time Ecommerce Influence guest who built a business that runs itself and he's here to tell you how he did it.

Nat founded an Ecommerce company called Cup and Leaf (now Sencha Tea Bar) which he sold last year. More recently, he built an agency called Growth Machine that continues to flourish without him being in the day-to-day operations.

Tune into this episode to learn how to build a system that prevents things from piling onto your plate, the roles you should absolutely hire for in your business, and the advice Nat has followed to allow for this growth.

Episode Highlights

  • 4:59 Nat and Austin’s elk hunt
  • 12:08 The biggest thing Nat learned in 2020
  • 15:49 Three reasons Nat is able to consistently put out new content
  • 20:39 How to ship high-quality creative work
  • 27:57 Nat’s system to avoid piling things onto his plate
  • 33:29 Advice Nat received that helped him build a business that runs itself
  • 38:12 The roles Nat hired for to build and scale his agency
  • 43:50 Three types of workstyles you should know about before hiring 
  • 48:59 The type of people you need to hire if you want to build a business that runs itself
  • 52:00 The business model the most successful companies follow
  • 56:42 How to get yourself out of the day-to-day aspect of your business
  • 1:02:05 Getting trapped in a company you created
  • 1:11:17 Using resistance as a tool for growth
  • 1:15:25 Is your productivity destroying your health? 
  • 1:24:21 What Nat’s most excited about right now

Links and Resources:

Direct download: EI_284_NatEliason.mp3
Category:general -- posted at: 3:00am CST

Is your business taking you on a roller coaster ride? If so, being a conscious leader can mean the difference between your business making you happy or running you into the ground.

Are the business decisions you’re making leading to more satisfaction in life? Or do you find yourself running in circles and in a constant state of reaction? These are challenges entrepreneurs have historically struggled with and 2020 was no exception. However, there’s a way to start turning things around and it starts with you. 

Stay tuned for a crash course in being a conscious leader. We’ll go over the essential things every entrepreneur needs clarity on, how to level up as a leader and how to break through roadblocks we see so many founders struggling with. 

If you’re ready to start taking radical responsibility for the state of your business, this episode is for you.

Episode Highlights

  • 4:50 What being a more conscious leader means 
  • 5:48 The number one thing every leader needs to get clear on
  • 8:31 The biggest challenge holding leaders back
  • 9:48 Breaking a common addiction in entrepreneurship
  • 13:37 Leveraging radical responsibility to grow your business
  • 17:37 Three ways to better respect your time and everyone else’s 
  • 21:01 Questions the best leaders are always asking

Links and Resources:

Direct download: EI_283__A_More_Concious_Leader.mp3
Category:general -- posted at: 3:00am CST

Have you ever wanted marketing advice from some of the best eCommerce marketers in the business?

I reached out to seven of my friends in the eCommerce space and asked them: What’s the single best piece of marketing advice you’ve ever been given?

From words by Mark Zuckerberg all the way to legendary writer Gary Bencivenga, we’re packing in 8 evergreen pieces of marketing advice that every marketer and entrepreneur needs to have in their arsenal.

Episode Guests

Episode Highlights

  • 3:56 Steve Chou: Avoiding shiny object syndrome 
  • 5:43 Peep Laja: The number 1 thing to look into if you’re not making traction
  • 8:15 Noah Kagan: What to remain focused on at all times
  • 10:58 Kurt Elster: What it takes to be a true expert
  • 14:26 Ezra Firestone: Are you quitting too soon?
  • 17:00 Chris Orzechowski: How to never have a customer retention problem
  • 20:19 Andrew Youderian: Doubling down on what works 
  • 23:35 Austin Brawner: Pressure over time

Links and Resources:

Direct download: EI_282_OneQuestion_KlaviyoFirst.mp3
Category:general -- posted at: 3:00am CST

Do you think that agencies are a waste of money? Not sure if an independent freelancer can keep up? We’re tackling the freelancer vs agency debate once and for all. 

Choosing where to spend your advertising dollars is important, but deciding who to spend it on is the other piece of the puzzle. Once you decide to start pulling the levers of paid search and paid social, the question you’re left with is: Who is going to pull those levers? This is where the freelancer vs agency debate comes in and the decision is crucial.

Tune into this episode to learn what conditions make the most sense for a freelancer or an agency, the pros and cons of each, questions you should ask before choosing to make a hire, and the one trap you need to avoid.

Episode Highlights

  • 3:48 The freelancer vs agency debate
  • 5:42 Why an agency could be the better option for you
  • 7:06 Understanding the true cost of working with an agency
  • 9:37 The right questions to ask an agency before hiring them
  • 13:56 Why a freelancer might be the best choice for you 
  • 15:47 Challenges to look out for when hiring a freelancer 
  • 18:10 The benefits of choosing to hire in house
  • 22:52 A dangerous trap to avoid

Links and Resources:

Direct download: EI_281_AgencyVsFreelancer_KlaviyoFirst.mp3
Category:general -- posted at: 3:00am CST

Are you ready to improve your email marketing and stop leaving money on the table? Today I'll show you how.

Last year one of my clients had a brand new Klaviyo account -- zero emails sent. Over two days we set up the account, created a system for capturing leads, and built email flows focused on generating revenue. 7 days later, they generated $10,000 in revenue from email.

Inspired by this experience, I hosted a live training in The Coalition on how to improve your email marketing, and today I'm sharing that training with you. We cover common mistakes people make when setting up their Klaviyo account, how to increase your email lead flow, building and optimizing your email templates, the most important emails to send, and what’s working right now to generate more revenue from email.

If you want some quick, actionable wins you can implement in your email marketing today -- don't miss this episode.

Episode Highlights

  • 8:20 Improving your email marketing and generating $10k in revenue in 7 days
  • 10:11 How to ensure Klaviyo is properly connected to your site
  • 14:02 Creating an on-brand email template 
  • 16:22 How to increase your lead flow
  • 18:35 Choosing the right email pop-up provider
  • 21:03 The two biggest revenue-generating email flows to focus on
  • 23:56 How to set up email marketing tests to determine what works
  • 27:16 What’s working with email marketing today
  • 30:26 Our formula to make more money from email marketing
  • 32:55 Why you should start sending more emails (and why you can't send too many

Links and Resources:

Direct download: EI_280_Email_Marketing_Tips.mp3
Category:general -- posted at: 3:00am CST

Thinking about starting a software company? This week’s guest is giving you a behind-the-scenes look at exactly what to expect.

Michael Facchin is the ultimate bootstrapper. His digital marketing career started in freelance, then he built an agency, Search Scientists, but soon came to a daunting realization: His business wasn’t future proof.

With the rise of AI and Facebook Ads becoming more intuitive, he knew manually pulling the levers for his clients’ ad spend wasn’t going to last forever. Thus, Ad Badger - a software tool designed to optimize Amazon PPC - was born. 

It’s been over two years since Michael was last on the show and I’m so excited to have him back. Not only is Michael one of my closest friends, but he’s an expert at PPC and in today’s episode he’s sharing the ins and outs of starting a software company, the pros & cons of bootstrapping vs joining an accelerator, having VC funding, and a few key insights he’s learned on his entrepreneurial journey.

If you’ve ever considered starting a software company, this episode is for you.

Enjoy!

Episode Highlights

  • 5:38 Mike’s journey from biology teacher to ads agency owner
  • 8:03 Growing a business as a result of the rise of AI
  • 12:11 Why Amazon has the best ad platform for direct response marketing
  • 15:12 A bootstrappers mentality vs the accelerator mentality 
  • 18:45 How to determine if an accelerator is a good idea for you
  • 21:05 The metrics Michael focuses on most to move his business forward
  • 23:23 Mike’s unique perspective on retirement
  • 26:19 How Michael is evolving his workhorse mentality and detangling himself from entrepreneurship
  • 31:27 The motivation behind diving into entrepreneurship
  • 34:55 The hardest part about starting a software company
  • 41:01 How Michael and his team use the scrum methodology and why they are moving away from Slack
  • 46:27 What Michael wishes he could tell his younger self
  • 48:28 The number 1 thing every entrepreneur should have on their entrepreneurial journey
  • 50:54 Michael's favorite book on entrepreneurship that changed his leadership style for the better
  • 53:14 Is Ad Badger right for you?

Links and Resources:

Direct download: EI_279_MikeFaccin.mp3
Category:general -- posted at: 3:00am CST

If you primarily rely on pixels or cookies for conversion tracking, you need to know about Facebook's new Conversions API, or else you'll be facing some serious data tracking challenges every soon.

With the increasing pressure to provide more privacy to consumers, businesses like Apple are making strides to limit consumer information and Google has announced they'll be removing the ability to use 3rd party browser cookies by 2022.  This means that eCommerce business owners who rely on pixels for conversion tracking are going to need to find new ways to stay ahead.  

In today's episode, Andrew Foxwell and I talk about Facebook's new Conversions API, why you need to install it on your site, how it's been shown to increase conversion reporting by 30% and what you can do with that new information. 

Enjoy!

Episode Highlights

  • 3:09 Why you need to install Facebook's Conversions API on your Shopify site
  • 6:23 Common mistakes that prevent pixels from properly tracking
  • 7:32 The impact of tracking all conversion events 
  • 10:39 What a 30% increase in conversion reporting can do for your business
  • 13:49 The direction of conversion tracking and customer information
  • 17:15 How to implement Facebook’s Conversion API onto your site

Links and Resources:

Direct download: EI_278_ConversionsAPI.mp3
Category:general -- posted at: 3:00am CST

Feeling discouraged by a slow start to your business? Mister Jones Health was in the same boat until they unlocked explosive growth that grew the business by 800% in one year.

Jason Daemar spent ten years climbing the corporate ladder only to realize one day that he had enough. Since then, Jason and his wife created Mister Jones Health - an ecommerce brand that has hit an astonishing inflection point over the last year even after having a not-so-glamorous start.

In this episode, Jason talks about finding their first 1,000 customers, a few marketing and Facebook advertising secrets you should know about, being a customer-centric business, and building a team.

If you’re an ecommerce business owner or work in the marketing space, you are going to get a lot out of this episode.

Enjoy! 

Episode Highlights

  • 6:08 The idea behind Mister Jones Health
  • 12:32 Experimenting with marketing channels to find their first 1,000 customers
  • 14:28 The #1 overlooked thing by Facebook advertisers 
  • 16:29 Mindsets for having a customer-centric business and building empathy
  • 20:28 The insight Jason unlocked to grow Mister Jones Health by 800% in one year
  • 24:49 Two mindset shifts for continued growth and a strong culture
  • 26:27 Why you should spend time learning the language of your industry
  • 30:02 The problem with a founder being in the present
  • 31:22 Jason’s resources for becoming a leader in your organization
  • 33:29 Mister Jones Health is hiring!
  • 37:00 One thing Jason wishes he knew prior to starting his business and his advice to new entrepreneurs

Links and Resources:

Direct download: EI_277_Jase.mp3
Category:general -- posted at: 3:00am CST

The reality is most entrepreneurs won't reach the singular exit that retires them for life. So why is their strategy to build wealth rooted 100% in their business?

It's common for entrepreneurs to feel the urge to go all in and invest 100% in their business. But spoiler alert: Running a business is hard and selling your business for enough to spend your retirement at the Four Seasons with a pina colada in hand is even harder.

In today's episode, Andrew Foxwell and I talk about how entrepreneurs can build wealth outside of their business by focusing on three different buckets of investments, why a diversification strategy is something to consider, and how we are preparing for looming financial issues that are on many people's minds. 

Episode Highlights

  • 6:27 Establishing what financial freedom looks like for you
  • 9:27 The three buckets of investments
  • 10:38 How Austin and his wife got into real estate investing
  • 16:08 Austin and Andrew's stock market strategy to build wealth
  • 19:18 Protecting yourself from an inflation event
  • 22:09 Views on cryptocurrency and how to create a hedge for yourself
  • 24:12 Austin's business strategy to build wealth
  • 2840 How to build a $100M asset without having a $100M business
  • 30:48 Leveraging the skills you have to create outsized returns
  • 34:04 The importance of having a net worth progress tracking system

Links and Resources:

Direct download: EI_276_BuildingWealth_Postscript.mp3
Category:general -- posted at: 3:00am CST

Who is truly at the center of your business, your customers or your profits?

Tim O'Brien's supplement company, Find Your Healthy Place, is relentless in its pursuit of customer-centricity. After in-store sales started to tank during the onset of COVID-19, Tim knew that making their customer's online experience just as personalized and memorable as the one they had in store would be critical to their survival. Today, Tim's online sales are up from 3% to 26%, and the pivots they continue to make are remarkable. 

Tune into this episode to learn why Tim feels a customer first strategy works best for his business, how to create personalized experiences online and the key metrics he focuses on as his business continues to grow.

Episode Highlights

  • 5:07 How Tim got started in the wellness industry
  • 10:00 The effects COVID has had on Tim’s brick-and-mortar and Ecommerce sales
  • 14:19 How Tim is applying his customer first strategy online
  • 18:55 Building your competitive advantage into your onboarding process
  • 21:59 Choosing to double down on what works
  • 23:31 The most powerful metric Tim’s team focuses on 
  • 25:44 Hard lessons Tim has learned about himself in his entrepreneurial journey
  • 28:47 A perspective on what to do when you make the wrong hire
  • 30:36 Tim’s approach on local and digital advertising
  • 35:31 The email marketing strategy that is generating thousands of dollars in sales every week
  • 38:32 What Tim is most excited about in business right now
  • 40:01 How you can get in touch with Tim

Links and Resources:

Direct download: EI_275_TimObrien.mp3
Category:general -- posted at: 3:00am CST

Many Ecommerce business owners are wondering how to reclaim their Facebook ad performance to finish on top.

Ecommerce entrepreneurs saw some of their best months this spring with consumer’s response to the onset of COVID-19. However, as buying patterns started to shift, summer and fall have been incredibly challenging.

In this episode, Andrew Foxwell gives us some insight into what he's learned working with a variety of clients. We dive into how user behavior has changed, what businesses across the globe are experiencing, and leave you with several tactics you can use to increase your Facebook ad performance this year. 

Episode Highlights

  • 6:27 How user behavior is impacting the current state of Facebook
  • 10:36 A global overview of Facebook ad performance
  • 13:59 What the Shaq Stack is and how to use it
  • 17:12 Using bid overrides to manage volatile Facebook ad performance
  • 19:35 User-generated content and dynamic creative testing
  • 22:49 The All-In-One Campaign Budget Optimization when nothing else is working
  • 24:48 Finding your unique performance formula
  • 27:36 How long you need to run campaigns to maximize Facebook ad performance
  • 30:30 When to ramp up your Facebook ad budget
  • 33:13 The top 3 things working for US-based advertisers 
  • 35:23 Andrew’s Q4 prediction on Facebook ad performance

Links and Resources:

Direct download: EI_274_SinceThe_Spring.mp3
Category:general -- posted at: 3:00am CST

Ever Feel Like A Million Bucks After A $20 Haircut? Today’s Guest Knew That Feeling, And It Led Him To Create A Product That Hit More Than $1MM In Sales In Just 12 Months. 

Calvin Quallis is the Founder of Scotch Porter – a 7-figure New Jersey-based men’s grooming brand now on the shelves of major retailers like Walmart and Target. 

The brand’s early beginnings trace back to his mom’s barbershop where Calvin noticed men couldn’t help but walk out with an entirely new pep in their step. Since then, Calvin has been on a mission to help men feel their best.

Calvin joins us on this episode to talk about what building Scotch Porter has been like, the struggles and challenges they’ve faced, marketing strategies that have worked for them, and so much more. 

If you’re an ecommerce entrepreneur interested in going into retail, this episode is for you.

Enjoy! 

Episode Highlights

  • 6:34 The power of a $20 haircut: What inspired the Scotch Porter brand
  • 10:19 Creating a mission you can get behind
  • 12:17 Laying the groundwork for Scotch Porter
  • 15:29 The key characteristic you need to solve your startup problems 
  • 17:27 What Calvin wishes he knew before signing major retail contracts
  • 21:29 Two things Calvin would approach differently if given another chance
  • 23:15 The lengthy process of landing inside Playboy magazine
  • 25:35 Scotch Porter’s marketing strategies to gain traction
  • 27:55 How Calvin would launch a second brand with what he knows now
  • 30:23 4 invaluable resources Calvin recommends for your entrepreneurial journey
  • 32:26 Why Calvin will hop on a call with any entrepreneur
    34:39 The benefits of bootstrapping vs being funded
  • 36:29 How you can get in touch with Calvin and learn more about Scotch Porter

Links and Resources:

Direct download: EI_273_Calvin_Updated_Klaviyo.mp3
Category:general -- posted at: 3:00am CST

If you’re one of the few people who hasn’t been impacted by the recent turmoil around Facebook ads, consider yourself lucky. For everyone else, this episode is for you. 

If you're an ecommerce business owner or agency who primarily drives traffic through Facebook advertising, you’re aware of the recent challenges. Between price increases, instability on the platform, and movies like The Social Dilemma that are going to bring even more transparency and scrutiny on advertising through Facebook, it’s a difficult time to grow your business using paid social. 

Andrew Foxwell and I recorded two episodes back in February of 2019 where Andrew talks about 20 questions he likes to ask clients that are feeling stuck with their Facebook ads. It's still unbelievably relevant today. If you’re having challenges or are seeing a performance drop, these are the questions and strategies that you can revisit to bring new life to your ads.

Enjoy!

Episode Highlights

  • 7:29 Integrating user-generated content into your creative
  • 8:43 Leveraging reviews and social proof in ad copy
  • 10:16 Using square video link posts
  • 11:56 Performance differences between lifestyle photos vs product images
  • 13:50 The problem with unanswered comments on your paid social ad
  • 17:50 How to give first-time customers a reason to try your product
  • 19:19 Bringing new life to an old ad set
  • 20:36 Utilizing dynamic pixel actions to introduce new prospecting audiences
  • 22:29 Testing broad match dynamic product ads layered with interests
  • 23:26 Splitting dynamic product ad time windows to give your customers the best treatment
  • 24:24 Analyzing your audience overlap to help scale your ads
  • 27:16 Using value bidding to increase your average order value
  • 30:23 Bid overrides, the bully method and getting exposure in a competitive space
  • 34:58 The importance of advertising to previous customers
  • 37:32 Trying product bundling to bring up your AOV
  • 42:02 Remarketing to engaged users
  • 43:24 Reading your age report breakdown and how to find it
  • 46:22 What your Add to Cart to Purchase ratio can tell you
  • 48:08 How to try campaign budget optimization
  • 49:45 The importance of getting a naming convention installed

Links and Resources:

Direct download: EI_272_20_things_relaunch.mp3
Category:general -- posted at: 3:00am CST

Building an offshore business is often thought to be risky, or even illegal. However, it's now becoming a very common, and legal way, to lower your global tax rate -- as much as 42%.

“Go where you’re treated best,” is Andrew Henderson’s famous tagline.

A US ex-pat and founder of Nomad Capitalist, Andrew has legally lowered his global tax rate from 43% to 1%. Now he helps entrepreneurs keep more of their own money, live freely around the world, and create wealth faster through offshore strategies.  

I found Andrew when searching for a way to diversify my citizenship. I quickly discovered that he's a wealth of knowledge on ways to reduce your tax burden and I’m excited for you to listen to the show. 

In this episode, we talk about common misconceptions about building an offshore business, what it’s really like living a nomadic lifestyle, and the benefits it can offer to both you and your family.

Enjoy!

Episode Highlights

  • 4:47 Andrew’s philosophy of viewing the world as your buffet 
  • 6:57 The history behind flag theory
  • 9:48 Why you should be harnessing difficult countries for different benefits
  • 13:02 The biggest misconceptions about offshore business
  • 19:26 A case for investing in international real estate
  • 22:46 Challenges associated with frontier markets
  • 26:05 How families are taking advantage of global citizenship
  • 30:21 The differences between a tax-friendly state and a tax-friendly country
  • 33:51 What it’s like living a nomadic lifestyle
  • 37:35 Andrew’s hypothesis on the future state of taxes
  • 42:02 How to approach getting a second passport
  • 47:42 Questions to ask yourself when deciding if an offshore business is right for you
  • 52:03 Where you can get in touch with Andrew

Links and Resources:

Direct download: EI_271_AndrewHenderson_1.mp3
Category:general -- posted at: 3:00am CST

Perfect Keto started off as a side project and then experienced massive growth -- making $100MM in just 19 months.

Dr. Anthony Gustin cofounded Perfect Keto as a side project in November of 2016. He had one goal in mind: making keto easy. Within 4 hours of launching, the company made $20,000 and took off like a rocketship since. Little did he know, the creation of Perfect Keto was at the rise of one of the largest diet crazes of the past 50 years. 

 
Anthony joins us to talk about Perfect Keto's growth, his business beliefs, and why retail is a last resort. We also discuss his experience of burnout and how entrepreneurs can best avoid it.

Enjoy!

Episode Highlights

  • 4:58 The problem with copying someone else’s formula for success
  • 7:15 Starting a multimillion-dollar company by accident
  • 12:52 What it’s like riding the wave of one of the largest diet crazes
  • 16:02 How to solve nearly all of the problems in your business
  • 20:00 Perfect Keto’s science experiment approach to business
  • 22:03 Anthony’s experience with burnout
  • 28:31 What Anthony wishes he knew before launching Perfect Keto
  • 32:00 Anthony’s new approach to building teams and building a solid business foundation
  • 34:02 The next health problem Anthony is looking to solve 
  • 36:42 What business owner’s need to know about entering retail
  • 39:25 Advice for entrepreneurs working long hours and going off the grid
  • 44:41 A mindset shift for entrepreneurs to start enjoying the process
  • 50:17 How you can connect with Anthony

Links and Resources:

Direct download: EI_270_AnthonyGustin.mp3
Category:general -- posted at: 3:00am CST

Do you have a dream of building a 9-figure business? We’ve worked with Ecommerce entrepreneurs who have and here’s what they have in common.

Today I’m taking you behind the scenes into the Coalition, my Ecommerce coaching community for Ecommerce entrepreneurs. Every month we have a live training that dives into one aspect of growing your Ecommerce business. In this training, we are talking about the mindset shifts needed to reach 9-figure growth.

Drew Sanocki, CEO of AutoAnything and former CMO KarmaLoop,  joins us and shares his experience running multiple 9-figure businesses. If you own or work with an established Ecommerce business and want to reach for that same success, this is for you.

Episode Highlights

  • 8:31 The #1 prerequisite for building a 9-figure business
  • 11:37 A key team characteristic at fast-growing companies
  • 15:24 An unexpected truth about reinvention and the willingness to pivot
  • 18:35 How to be laser-focused on your brand 
  • 20:10 Changing your philosophy around hiring and how to attract top talent
  • 23:03 What your role as the founder actually evolves into
  • 25:58 This is the #1 way to not get what you want
  • 28:11 A founder’s trade-off between growth and time
  • 30:57 Drew Sanocki’s background in Ecommerce
  • 32:30 The biggest differences between a 7-figure and 9-figure company
  • 34:48 When to introduce middle management to your team
  • 37:27 What Drew spends the most time doing in his business today
  • 44:30 Drew’s philosophy on hiring and the power of networking
  • 46:57 What successful founders have in common
  • 50:52 The difference between being a single founder and having a co-founder
  • 52:59 Putting together a board for your business
  • 54:08 How to build the most wealth as an entrepreneur
  • 59:02 Auditions vs Hiring: How to ensure you’ve found the right fit
  • 1:01:16 Deciding to keep your role as the CEO in a growing company
  • 1:05:43 The difference between running a software company and Ecommerce business
  • 1:13:08 Believing that an exit is possible
  • 1:15:07 Why we are in the Golden Age of Ecommerce

Links and Resources:

Direct download: EI_269_100M_Mindset.mp3
Category:general -- posted at: 3:00am CST

COVID-19 Is Presenting Opportunities For Ecommerce And For This Brand, They've Contributed To 100% Year-Over-Year Growth. 

Kevin Chen is the Co-Founder and President of iRestore, a company that sells laser hair growth systems. Kevin is a long time client of the Brand Guild and when I last had him on the podcast, iRestore cracked the code on paid social and turned into an 8-figure business. Since then, Kevin's role has changed dramatically within the business, and it has continued to grow, despite unforeseen COVID-19 challenges. 

In this episode, Kevin talks about creating a tight-knit organization that works remotely, increasing productivity, building company culture, team transparency, and the opportunities COVID-19 is presenting for eCommerce.

Episode Highlights

  • 6:58 What iRestore’s 100% year-over-year growth has looked like
  • 7:36 The product launch that changed the economics of Kevin’s business
  • 12:33 The only two skills Kevin realized he needs to help the business succeed
  • 15:18 Lessons from COVID-19 on how to future-proof your business
  • 18:53 Creating an optimal work environment and strong company culture 
  • 21:38 The impact of working remotely on productivity
  • 24:08 What Kevin’s team looks like today
  • 26:19 Four things to consider when hiring an agency 
  • 29:17 How iRestore manages their paid advertising efforts
  • 31:30 The unexpected source of fulfillment for Kevin in his business
  • 33:55 How iRestore is creating a better employee experience
  • 36:28 The most challenging yet critical piece to your business success 
  • 38:50 Kevin’s struggle with transparency with his team
  • 41:02 Fortunate opportunities in an unfortunate time: What iRestore is doubling down on
  • 44:10 The freedom COVID-19 has given iRestore
  • 46:09 What Kevin attributes the businesses’ largest inflection points to
  • 48:38 iRestore is hiring!

Links and Resources:

Direct download: EI_268_KevinChen.mp3
Category:general -- posted at: 8:40am CST

This week we're bringing you throwback that is all about the difference between brands that scale and those that don’t.

Kurt Elster interviewed me on the Unofficial Shopify Podcast and after re-listening to the episode, I wanted to share it with you. Kurt asks great questions and I outline my entire philosophy on growth.

In this episode, we talk about defining a growth strategy, scaling your advertising, and how to hire the team necessary to get to the next level. I also share what I’ve learned from working with some of the fastest-growing brands in the country.

Enjoy!

Episode Highlights

  • 4:30 How Austin has helped many brands scale from $500k to $1MM.
  • 7:00 Why it's so important to do almost every job in your business before turning it over to someone else.
  • 8:27 The big differences between the Shopify brands that scale up and those that don't.
  • 12:00 How to remove tasks from your plate so your business can scale.
  • 14:20 The core KPI's Austin uses to understand his client's scalability.
  • 15:56 Understanding what your net promoter score is and why it is so valuable to ecommerce brands.
  • 23:00 The point at which Austin regularly sees businesses die out and how you can overcome it.
  • 30:17 Everyone wants to scale their business but it does come with a few downsides.
  • 33:45 How PR has helped many ecommerce brands become successful.
  • 39:34 The questions you should be asking yourself to help you define your success.

Links and Resources:

Direct download: EI_267_KurtElster160Replay_BGEIncrease.mp3
Category:general -- posted at: 3:00am CST

Beardbrand’s approach to content marketing has resulted in 1.6 million subscribers on YouTube.

On today’s episode, I am bringing back my good friend Eric Bandholz. I first met Eric in 2014 at an Ecommerce Fuel event and he was one of our early Ecommerce Influence podcast guests. Since then, he’s been continuing to build an incredible business called Beardbrand.

In this episode, we talk about being on Shark Tank, what it’s like being the face of your brand as a founder, content marketing that creates superfans and so much more.

Enjoy!

Episode Highlights

  • 5:11 The stressful, year-long experience of being on Shark Tank
  • 12:23 The difference between having business partners and owning 100% of your business
  • 14:53 How Eric has created freedom in his life and business over the last 8 years
  • 19:44 The pros and cons of being the face of your brand
  • 22:27 How Beardbrand showcases different facets of their brand through multiple social media channels
  • 25:27 Beardbrand’s approach to dealing with online haters
  • 27:55 What Beardbrand focuses on to stay ahead of their competition
  • 29:48 An approach to content marketing that creates superfans
  • 31:57 The lesson COVID-19 has taught businesses
  • 34:49 What Eric wishes he had known when he first started his business
  • 35:27 The system Eric uses to hire top-notch employees 
  • 37:29 Key roles Eric plays in the business today
  • 39:16 Using agencies to grow your business and when to transition to in-house
  • 43:50 Beard Brand’s approach to paid advertising
  • 46:05 What Eric is curious about right now
  • 48:52 The hidden world of infertility and the journey Eric and his wife have been on

Links and Resources:

Direct download: EI_266_EricBandholdz_Final.mp3
Category:general -- posted at: 3:00am CST

What if you could find the marketing formula that would double your business, and then double it again?

This is the kind of growth Oral Essentials is currently experiencing as they’ve dialed in and refined their approach to marketing and paid advertising. 

On today’s episode, I’ve invited Justin Madahhi, Co-founder and Head of Online Sales and Marketing at Lumineux Oral Essentials, back on the show. Justin and his team were already experiencing fast-paced growth when we started working together two years ago, and since he was on the show last fall, their growth has continued to skyrocket.

In this episode, Justin talks about dialing in your messaging, the marketing formula they’ve created to drive consistent sales, how to drive subscription revenue and how to get your team into alignment during high-growth times.

Episode Highlights

  • 7:32 What Justin learned is critical for rapid, successful growth 
  • 9:43  A sophisticated approach to Facebook marketing
  • 13:00 Expectation vs Reality: What startling fast growth actually looks like
  • 15:51 Justin’s three main roles in the company today and how his team has grown over the last year
  • 19:34 Shifting focus to a long-term brand vision
  • 21:13 How to get your team into alignment, set realistic expectations and maintain a high work ethic
  • 24:20 The sales channel Justin believes is going to take the company to the next level
  • 26:03 Factors to consider when crafting paid ad content
  • 28:00 The one thing you need to ask yourself before deploying a new marketing strategy
  • 32:22 Why disruption is a double-edged sword and the impact it has on your marketing
  • 35:27 Oral Essential’s approach to email marketing and the changes they made over the eight months that have had drastic results 
  • 38:15 Three steps to successfully drive subscription revenue
  • 40:55 Key metrics that will increase the valuation of and stabilize your business
  • 43:43 How failure helped Justin get more perspective and learn to set an example for his team
  • 45:34 Justin’s advice for entrepreneurs trying to build 9-figure businesses
  • 47:47 The most helpful resources Justin has found on his journey, including his recommended Twitter follows
  • 50:37 What freedom means to Justin and how it shows up in his business
  • 52:13 Analyzing the long term effects of COVID-19 on consumer psychology 
  • 57:41 Oral Essentials is hiring!

Links and Resources:

Direct download: EI_265_JustinMaddahi.mp3
Category:general -- posted at: 3:00am CST

When I met Greg Williams in the Coalition, he told me he wanted to sell his business and be a millionaire by age 40. A year later, he’s done just that.

Greg started Autoimmune Institute in 2017 with the intention to sell, and in just three years, he went from $50,000 to $2,000,000 in sales. In this episode of the Ecommerce Influence podcast, Greg shares the levers he pulled to fast-track business growth, what it actually looks like to sell a 7-figure business, and how to maximize your business’ valuation.

If you’re interested in building a business with the intention to sell, this episode is a must-listen.

Enjoy!

Direct download: EI_264_GregWilliams.mp3
Category:general -- posted at: 3:00am CST

The “crush-it” culture of entrepreneurship almost led to me giving up the business I have today.

After two years at a fast-growing startup, I was pushed to the edge mentally and physically. I knew I had to walk away and form a vision for what I wanted my future to look like. It took eight years for me to go from burnout to freedom by building my business into what it is today, and creating that vision involved a lot of trial and error and reinvention.

In this episode I talk about some of the lowest points I’ve experienced as an entrepreneur, what it was like to close down a successful marketing agency, the trials of breaking up with a business partner, and the importance of defining success so you know what you’re actually working towards. 

Episode Highlights

  • 5:22 The early foundation of Austin’s journey as an entrepreneur
  • 8:17 Invaluable experience gained from startup life and lessons learned from burnout
  • 10:58 Making sales while you sleep: Austin’s introduction to ecommerce and email marketing
  • 12:49 How the Ecommerce Influence podcast was born
  • 14:04 The unexpected rise and intentional fall of Austin’s marketing agency
  • 18:30 The most important thing to consider when forming a business partnership
  • 20:32 Austin’s lowest point in his entrepreneurship journey
  • 22:38 The lightbulb moment at a mastermind that led to the creation of a new business model
  • 24:47 Crush it culture resurfaces: how a second round of burn out changed the direction of Austin’s business
  • 28:50 Hiring a business coach and building a membership site
  • 31:23 The three current revenue-drivers for Austin’s business
  • 32:42 Austin’s huge mindset shift that led to steady and consistent growth
  • 36:07 How to create more freedom in your life as an entrepreneur
  • 40:20 Austin’s definition of success in business and life today
  • 44:22 An unpopular opinion Austin has about business that many other entrepreneurs won’t agree with

Links and Resources:

Direct download: EI_263B_AustinandCarly_Finalv2.mp3
Category:general -- posted at: 3:00am CST

Growing a team is challenging for any company. But going from two people to 90 in just 10 years with a non-traditional business model? That’s an almost unbelievable feat.  

Connie Matisse, cofounder and CMO of East Fork, joins us today to talk about how she built a successful business with a 90+ person team without following the path of many traditional businesses. 

Tune in to learn how East Fork created a memorable marketing engine with a self-described “laughable” budget, what they’ve found to be one of the most critical business functions that’s often ignored, and how they’ve kept their store running through the challenges of COVID-19. 

Episode Highlights

  • 4:44 How the 2008 economic recession introduced Connie to the world of craft pottery
  • 7:00 Reinventing pottery to reach the modern household
  • 11:16 Connie’s organic approach to content marketing and building a holistic brand
  • 13:35 The challenge of being the voice of the brand for a fast-growing business
  • 16:41 What East Fork leadership spends 90% of their time on to ensure successful growth
  • 19:23 Moving from WordPress to Shopify and the effect it had on demand
  • 21:27 How East Fork is managing production and customer expectations in a COVID-19 world
  • 23:36 Analyzing profitability and venture capital funding for a capital intensive business 
  • 26:21 How East Fork’s leadership style has evolved during COVID-19
  • 27:59 The many hats Connie wears as a cofounder
  • 30:30 Connie’s process for creating honest and authentic brand collaborations
  • 33:05 How to stop following the herd and create space for radical thinking
Direct download: EI_263_Connie.mp3
Category:general -- posted at: 3:00am CST

There are only 130 days until Black Friday. With the global economy in so much flux because of COVID-19, what are your Q4 predictions? 

Are you preparing for a massive Q4 or wondering if your business is going to just get by? 

In this episode, I go over a few Q4 predictions with cases in favor of and against Q4 being a thriving quarter for ecommerce, factors to consider that are in and out of your control, and most importantly, how you can prepare.

Episode Highlights

  • 3:39 Why the ecommerce industry is primed to have a massive Q4
  • 5:59 COVID-19 effects on spending and your consumer’s potential psychological shift during Q4
  • 8:01 How to manage your ecommerce inventory to get a leg up against your competition
  • 9:12 If your target audience includes these people you might have a difficult Q4
  • 10:39 The biggest case against a successful Q4
  • 13:17 Large corporations marketing budgets and how they could impact small business’ ability to compete
  • 14:27 Austin’s Q4 predictions and his 3 step plan for preparing for the type of quarter in store

Links and Resources:

Direct download: EI_261B_q4Predictions.mp3
Category:general -- posted at: 3:00am CST

With Facebook boycotts, changing advertising policies, and channel unpredictability, it’s more important now than ever to invest in what you can control

The approach to search engine optimization (SEO) has changed over the last several years, but it still remains an incredibly important component of your marketing strategy.

This week’s guest is SEO consultant and expert Dan Shure. Dan’s been working in SEO for more than 12 years, and he joins us to talk about what’s changed over time when it comes to SEO strategy, the two different types of core content to focus on, what’s working in ecommerce SEO in 2020 and the tools you should be using to be successful.

This episode has some great actionable tips you can start using today, and I hope you enjoy!

Episode Highlights

  • 5:16 How Dan fell into SEO while working as a professional musician
  • 7:50 What is SEO really? Is it a channel, a traffic source, links, or something else?
  • 13:30 The #1 thing business owners need to think about when it comes to ecommerce SEO in 2020
  • 15:49 Informational intent vs. purchase intent content and how you should be using each in your SEO strategy
  • 18:53 Letting the keywords be your guide as you’re thinking about creating content with informational or purchase intent content
  • 22:40 Breaking down seed keywords and how to identify them for your brand
  • 26:04 Why Dan shifted from an agency business model to a consulting and training model
  • 31:35 The technical pieces of SEO you need to watch out for in ecommerce
  • 33:55 Should you have a developer on your team to help you with technical SEO?
  • 35:34 Shopify blog or Wordpress blog: which is better for SEO?
  • 37:20 What’s working right now with content: remember the keywords are king.
  • 42:56 Backlinks: do you need them and how to build them proactively
  • 46:30 Must-have tools for ecommerce SEO in 2020

Links and Resources:

Direct download: EI_260_DanShure_Widen.mp3
Category:general -- posted at: 3:00am CST

Holistic marketing can make your brand more consistent and unified across all your marketing channels so that it stands out from the competition. 

Jesse Semchuck, Director of Acquisition for Traeger Grills, joins us to share what he has learned from viewing channels holistically. He shares what the makeup of his marketing team looks like, how internal teams and third party agencies interact, and how a holistic growth approach can create more synergy across all marketing initiatives and the organization.  

 

Tune in and find out if holistic marketing is something you should use in your business. 

Episode Highlights: 

  • 5:59 Jesse Semchuck’s role at Traeger Grills and what he’s been excited to build over the last year
  • 7:55 The difference between selling mattresses and selling smoker grills
  • 9:18 What’s working well for Traeger Grills right now
  • 11:14 The makeup of Jesse’s marketing team 
  • 12:37 Questions Jesse asks when thinking about strategic scaling and how he decides which marketing channels to focus on
  • 17:06 Why low ROAS isn’t always a bad thing and the importance of understanding how different channels impact one another
  • 20:13 When is the right time to invest in a full funnel holistic approach to your marketing
  • 22:42 What most people do wrong when hiring an agency, and a better way to approach it
  • 26:58 How internal team interaction with agencies is structured at Traeger Grills
  • 29:00 Questions to ask a potential agency partner
  • 30:57 When to outsource to an agency versus keeping things in house 
  • 32:31 Agency red flags to watch out for

Links and Resources: 

Direct download: EI_259_Jesse_JustUnoUpdated.mp3
Category:general -- posted at: 3:00am CST

This Week We’re Bringing You A Throwback To One Of Our Most Popular Episodes Of All Time.

In May 2018 we interviewed Jake Kassan about what it really takes to build a $100 million business. This episode has been incredibly popular, and it still extremely relevant today.

Jake Kassan, founder and CEO of MVMT Watches, was one of my first clients when he was just launching the brand back in 2013. He talks about how things have changed since then, and how MVMT has grown to what it is today.

MVMT strives to be a best in class brand and best in class in all-around marketing, and Jake shares the strategic approach to marketing MVMT uses to achieve those goals. He also talks about how having a strong team is essential to scaling your business and shares his experience hiring a CMO and supporting team, and what you need to know to do it.

Enjoy!

Episode Highlights

  • 9:05 How building relationships with customers through direct sales online helped MVMT scale.
  • 12:04 The best success comes in stages and this is what each stage of growth has looked like for MVMT over the last 5 years.
  • 13:12 Jake’s #1 tip for successfully scaling a business (hint: it’s not email or Facebook ads).
  • 15:07 What MVMT would do differently if they had to do it all over again.
  • 19:05 As an entrepreneur, Jake believes it’s important to always be testing and working through those results to find success.
  • 21:13 The basic math MVMT used to scale in the beginning and how they look at “spending-money-to-make-money” now.
  • 24:18 Where MVMT is testing for acquisition and where they’re seeing success.
  • 28:28 What you need to know when growing your team so you can successfully scale your business.
  • 32:15 How MVMT solidified their appeal with customers through user-generated content.
  • 35:09 What Jake loves most about building a lifestyle brand.
  • 38:11 Every business goes through low times, here’s a few MVMT went through in order to grow.
  • 43:09 Why Jake feels it’s so important to network with and learn from other founders.

Links And Resources:

Direct download: EI_258_TBT_Jake_Kassan.mp3
Category:general -- posted at: 3:00am CST

Most companies add a second product line when they want to grow. This week’s guest decided to build a second brand instead.

Ashley Merrill founded women’s sleepwear line Lunya in 2014 because she was tired of wearing her husband’s clothes around the house. Five years later, she decided to expand into menswear, but just adding a men’s line didn’t sit right with her.

Tune in to find out why Ashley decided to start a second brand, how she grew her company from a startup to an established business, and lessons she’s learned about building a team.

Episode Highlights: 

  • 5:16 How an ambition to solve a problem resulted in launching Lunya
  • 8:00 How business has evolved since its unconventional 2014 launch
  • 10:42 Why having major funding in the beginning isn’t always best, and the spending that eventually moved the needle for Lunya
  • 13:05 The value of identifying your brand muse.
  • 15:28 One company value that’s contributed to Lunya’s success
  • 16:30 Hiring lessons learned growing from a start-up into an established business
  • 21:00 How Lahgo started and why Ashley built a second brand, rather than simply adding the men’s line to Lunya
  • 25:44 The biggest trap entrepreneurs can get stuck in
  • 28:48 The High 5 Test and the lessons Ashley learned from getting her MBA
  • 33:20 How non-traditional methods of getting in front of people help the brand
  • 39:36 Ashley’s key piece of advice for business owners

Links and Resources: 

Direct download: EI_257_AshleyMerrill.mp3
Category:general -- posted at: 3:00am CST

One of the most challenging parts of growing a business is acquiring valuable customers who will purchase from you regularly. 

Part 3 of our Profit Series gets into the nitty-gritty details of how to increase customer lifetime value. We dive straight into customer-centric versus product-centric businesses and talk about different ways to acquire more high-value customers and share proven tactics that will help you increase customer lifetime value.

Episode Highlights: 

  • 3:36 The first strategic decision you must make when thinking about customer lifetime value
  • 6:38 The best lever to focus on to increase customer lifetime value
  • 8:03 The revolutionary changes with Facebook advertising that help you reach your best customers
  • 10:05 The importance of product and service offerings that tailor to high-value customers 
  • 11:49 Are loyalty programs a good way to increase customer lifetime value?
  • 13:20 The strategy that led Best Buy to boom while their competitors got wiped out
  • 15:15 The value of subscriptions and talking to your best customers
  • 17:58 How to build a solid referral strategy
  • 20:10 Additional tactics to increase customer lifetime value

Links and Resources: 

Direct download: EI_256_Profit_Series_Part_3.mp3
Category:general -- posted at: 3:00am CST

Is it possible to build a large, successful business with close to $40 million in revenue without using any paid social?

Our guest, Nate Lipton of GrowersHouse, shows us how it can be done. And, in addition to not using paid ads, he’s been able to get his customer acquisition costs to zero.

Nate shares the different approach to marketing that has helped him build several incredibly successful companies in the cannabis and hemp industries. He talks about exactly how you can use YouTube to establish yourself as a trusted brand and drive ad-free sales. 

If you're looking for some refreshing ideas for how you can drive more revenue, this is a great episode to jog your imagination about what's possible.

Episode Highlights: 

  • 5:54 Nate’s involvement in the cannabis and hemp industries via multiple different businesses
  • 9:44 Fixing a gap in the cannabis industry: the creation of the Grower’s Network
  • 12:18 The YouTube channel that lifted the veil on growing operations
  • 16:37 How Nate got started in ecommerce and his number one piece of advice for beginners 
  • 20:28 What Nate would do differently if he were building his website today
  • 22:31 The future role of video in ecommerce and common YouTube misconceptions
  • 24:58 Using video to provide clarity around what a product actually does
  • 30:42 One factor that will help you win more customers in the long term
  • 32:37 How connecting with your competitors and being radically transparent can benefit your business in a major way
  • 35:40 Other non-traditional advertising channels that Nate’s using that have resulted in zero customer acquisition costs
  • 41:05 The questions you need to ask yourself to reframe your approach to acquiring customers
  • 45:37 What you can do right now to increase your revenue

Links and Resources: 

Direct download: EI_255_Nate.mp3
Category:general -- posted at: 3:00am CST

One of the top ways to accelerate your growth on the path to profitability is to increase average order value.

In Part 2 of our Profit Series, we’re diving into successful strategies and tactics you can use to increase your average order value. 

From simple changes with pricing to on-site additions to optimizing your Facebook targeting, we share the exact tactics our top clients are using to increase average order value and how these tactics support the big picture strategy toward profitable growth.

Episode Highlights: 

  • 4:27 The 80/20 Rule and how it should impact your overall business strategy
  • 8:41 The first thing to do if you want to increase average order value
  • 10:30 Successful approaches to bundling products
  • 13:02 How to use dynamic product ads to increase average order value
  • 16:28 A tactic Kettle & Fire is using on their website collections page to boost sales
  • 18:10 Why your best type of customers are the key for increasing average order value 
  • 20:34 The difference between upsells and cross-sells and how to determine which is best for your brand
  • 23:57 The value of delivering relevant products at the point of checkout
  • 26:19 How upsells can have a huge impact on average order value and why you don’t have to overcomplicate the offer
  • 29:00 A few additional unique ways to increase average order value

Links and Resources: 

Direct download: EI_254_Profit_Part_2.mp3
Category:general -- posted at: 3:00am CST

TikTok is all the rage right now. Even with fewer people creating content, there are more people consuming. But what makes this platform so viral?

August Noble went from leading acquisition at SnackNation to helping his clients optimize TikTok’s acquisition channel -- influencers. He is now using key learnings from other social media platforms to ramp up influencer marketing strategies to promote brands. 

Tune in and find out what TikTok is all about and how it’s generating more buzz in the social media world.

Episode Highlights: 

  • 3:17 How August Noble shares a similar start with our co-host, Austin
  • 4:10 The successes at SnackNation that led August to paid media consulting
  • 6:47 Lessons learned from Linkedin for B2B and B2C
  • 8:32 How Linkedin helped targeting strategy
  • 10:08 The tweet about TikTok that landed August on our podcast 
  • 14:29 What makes TikTok more viral than Instagram or Twitter
  • 17:26 Building relationships with influencers 
  • 21:42 The products that do well on the TikTok platform
  • 24:18 What August is prioritizing over tracking
  • 26:44 Where TikTok is headed and what the most effective content is
  • 30:56 Key learnings from scaling on Facebook and Instagram
  • 33:53 What’s the difference between $15K a day and $1k a day ad spend?
  • 35:52 Targeting strategies: Specific versus Broad
  • 42:48 Tools and resources August recommends 

Links and Resources:

Direct download: EI_253_AugustNoble_Thesis.mp3
Category:general -- posted at: 3:00am CST

Do you know what you should be focusing on to make your business more profitable?

We’ve had conversations with many clients during these challenging times. While some businesses are booming, others are taking a hit in sales. But the one thing that seems to be on everyone’s mind is profitability.  

In this episode, we set the framework for our entire Profit Series. Whether or not your business is thriving during this time, we share the five-step process of creating the roadmap you can use for profitable growth. 

Episode Highlights: 

  • 4:52 The decision you have to make about the metrics you keep in focus
  • 6:19 How do you define profit?
  • 9:12 What it means to set a profitability goal and how it differs in different industries
  • 14:53 How to set a capitalization goal
  • 17:55 What is a salary cap?
  • 21:25 How to manage salary caps
  • 25:03 The three levers to drive profitable growth

Links and Resources: 

Direct download: EI_252_Profit_1.mp3
Category:general -- posted at: 3:00am CST

They’ve won the Shopify Build a Bigger Business Competition, hit number 20 on the INC 5000 list, and now they’re on the podcast to talk about turning a personal need into a successful business venture.

Garret and Deanne Akerson of Kindred Bravely share how they’ve navigated running a business together as a couple -- from initial startup to hiring over 50 remote employees and all the challenges and milestones in between.

Tune in and enjoy!

Episode Highlights: 

  • 4:59 How Garett and Deanne started Kindred Bravely
  • 9:01 The lessons learned transitioning from Amazon to Shopify 
  • 12:07 How the Amazon ecosystem has evolved and how to approach it now
  • 14:47 How to navigate running a business as married entrepreneurs
  • 18:17 What trading flexibility for structure looked like for Garret and Deanne
  • 21:55 The things that make a large, remote company successful
  • 26:36 Milestones and challenges during the hiring process
  • 30:53 How to know when it’s time to hire executive-level positions
  • 36:47 Group Zoom calls during the interview process -- is there an advantage?
  • 42:36 What questions and themes Garett and Deanne like to bring up during interviews

Links and Resources: 

Direct download: EI_251-Garett26Deanne.mp3
Category:general -- posted at: 3:00am CST

If you are advertising on Facebook and Instagram, this is an episode you don’t want to miss!

As we see an increase in Facebook and Instagram usage due to COVID-19, many of our clients are scaling up their advertising. Today’s episode will cover what’s working right now in paid social and how our clients and partners are scaling up!

Episode Highlights

  • 6:37 The specific audiences working right now for top of the funnel advertising
  • 9:57 User-generated content that’s providing additional scale 
  • 11:30 What’s working right now to scale up middle of the funnel advertising
  • 12:22 The audience advertisers should be targeting
  • 13:23 Bid strategy - are cost caps working?
  • 15:35 How to acknowledge the challenging times on the website and product
  • 19:14 Optimizing dynamic creative within campaigns
  • 20:58 What optimization is working in low funnel
  • 21:33 How to address shipping concerns
  • 22:44 Other messaging opportunities to address delivery concerns

Links And Resources

Direct download: EI_250_Whats20Working.mp3
Category:general -- posted at: 3:00am CST

The daily habits you or your team have can either hinder your growth or facilitate it. But what should we focus on to build good habits while breaking the bad ones?  

Our guest is James Clear, New York Times bestselling author of Atomic Habits and writer on the James Clear Blog. 

James has spent years researching, writing and talking about the topic of habits. He’ll share his insights on what you can do to grow your business, market better, and rethink your habits.

If you want to create a better system of habits that will improve yourself and your business, this is an episode you’ll want to tune into!

Episode Highlights: 

  • 4:58 Why we struggle to develop and maintain the good habits
  • 8:14 The principles of habits are the same in various areas of life and work but applied uniquely.
  • 10:15 Three big ideas Atomic Habits centers around
  • 16:22 What to ask to reinforce your desired identity as an individual or as a company.
  • 18:35 Changing environments can be framed as a positive time to form habits
  • 21:23 The personal changes James has made during the Coronavirus pandemic to foster better habits
  • 25:10 What to focus on first to help your businesses grow
  • 28:56 The transition James made from being a blogger to a business owner and how experimentation made it clear what he was actually trying to build
  • 33:20 Three things that make a product remarkable enough to buy
  • 38:40 Marketing a product to elicit someone’s desire to make the purchase
  • 42:14 The habits James no longer values 
  • 44:59 Small town influence on James’ family values and love for exploration and travel

Links and Resources: 

Direct download: EI_249_JamesClear.mp3
Category:general -- posted at: 3:00am CST

Have you ever felt that in order to grow your business, you just need to work harder?

We’re here to tell you that you’re wrong. 

In today’s episode, we’re busting the five myths of ecommerce. From diversifying traffic to always doing the next big thing, we’ll share the realities that will actually help you scale profitably, without burning yourself out.

If you own an ecommerce business or you're intimately involved with one, this episode's for you.

Enjoy!

Episode Highlights: 

  • 4:54 Myth #1: All I need to do to grow is work harder.
  • 6:06 Reality: Do less, but do it better.
  • 7:45 Myth #2: To grow you need to diversify traffic.
  • 8:03 Reality: Be an expert on one channel, and don’t diversify until you have to.
  • 11:59 Myth #3: You need to always be doing what’s new.
  • 13:12 Reality: Do the right things at the right time (even if it’s just one thing).
  • 17:19 Myth #4: If I follow big brands, I’ll learn what works.
  • 20:58 Reality: Here’s what actually works, no matter your size.
  • 22:15 Myth #5: Top founders have a clear vision and know what they’re doing from the beginning.
  • 23:19 Reality: Find a mentor you can rely on and build your strategy as you grow.

Links and Resources: 

Direct download: EI_248_5_Myths.mp3
Category:general -- posted at: 3:00am CST

Being in charge of the global marketing strategy for a 9-figure business is no simple feat.

Our guest today is Andrew Rosch, Director of Channel Marketing Strategy for Trek Bicycle.

He joins us to talk about what it looks like to manage a global strategy team for a huge global organization, the importance of only focusing on a few key metrics, why email is still his favorite marketing channel, organic content strategies that are working for Trek, and much more.

If you’re growing a large business, or you have aspirations to grow into a large business, you won’t want to miss this episode.

Enjoy!

Episode Highlights

  • 6:19 What it means to be the Director of Channel Marketing Strategy.
  • 7:44 Finding harmony between brick and mortar and ecommerce.
  • 9:27 The Trek customer journey both on and offline and how it overlaps.
  • 13:02 How Trek avoids alienating its broad-range of customers with its organic content.
  • 15:22 The first test influencers have to pass before working with Trek.
  • 16:12 How Trek approaches the seasonality of the bike business.
  • 18:49 Andrew’s philosophy on measurement and why Trek’s global digital marketers are only responsible for 5 key KPIs.
  • 21:23 What the Channel Marketing team at Trek looks like.
  • 23:58 How Andrew empowers his global team to share new ideas.
  • 25:27 This Director of Channel Marketing Strategy’s favorite marketing channel.
  • 27:01 Andrew’s email marketing tech stack and team.
  • 29:16 Balancing experimentation and systemization.
  • 31:14 Three things Andrew’s learned in his career that have contributed to his success.
  • 35:05 In ecommerce, what you see is rarely the whole picture.
  • 40:02 The importance of going down the rabbit hole and finding out the larger context of what we see online.
  • 43:17 When you create content, assume that whoever is going to see it has never seen anything from your brand before.
  • 46:23 Having a brand is key when you’re thinking about business longevity.

Links And Resources

Direct download: EI_247_AndrewRosch-JustUno_Covid19.mp3
Category:general -- posted at: 3:00am CST

This is the final part in our Scaling Series and we’re talking about some hugely successful brands.

In our previous episodes, we covered zero to launch, launch to traction, traction to scaling, and growth mode, which will take you from the stages of just starting out to making somewhere between $12 and $15 million.

In this episode, we’re diving into specific case studies of brands you’ve probably heard of, like MVMT Watches and Native Deodorant, and talking about why we think they were successful and why they were able to grow and scale up.

We hope you’ve enjoyed this series, whether you’re just starting out or close to making an exit.

Episode Highlights

  • 4:07 What MVMT, Pura Vida, and Blenders did that made them special. 
  • 6:23 The huge significance of the first-mover advantage.
  • 9:12 Taking advantage of upselling and cross-selling. 
  • 10:28 The overnight success of Native Deodorant.
  • 11:22 Native’s checkout process and what makes it so great.
  • 13:27 The power of subscription at scale.
  • 16:43 How Tuft & Needle scaled to over $100 MM in mattress sales.
  • 18:02 Why being a copycat business really doesn’t pay off.

Links And Resources

Direct download: EI_246_Scaling_Series_E5__Just_Uno_NoBrex.mp3
Category:general -- posted at: 3:00am CST

Every business has its unique set of growth challenges.

Zach Stuck spent several years working for a digital agency before deciding to go out and start an agency of his own, Homestead Studio.

Now he’s in the process of building his agency business. He’s on the front lines of trying to help clients grow their ecommerce brands.

Today we’re covering a range of topics with Zach. We dive into some specific paid social tactics and what’s working right now for Zach’s clients, and we talk about the onboarding process Zach uses for his clients to ensure both his clients, and his agency, can be successful.

Enjoy!

Episode Highlights

  • 5:58 How Zach went from working at an agency to starting his own.
  • 8:07 Changes in Zach’s role from agency employee to agency owner.
  • 9:52 Resources Zach used to help a client grow from zero to a million in their first year.
  • 11:26 Common paid social misconceptions Zach hears from his clients.
  • 14:33 What’s working in paid social right now and how to successfully approach dynamic creative testing.
  • 17:33 Value-based lookalike audiences and how to easily start using them.
  • 19:07 The state of social proof in 2020 - does it really matter?
  • 23:37 If you don’t have a large customer audience to run social proofing to, what can you do?
  • 24:31 A little known fact about 1% lookalike audiences.
  • 27:07 Crucial steps for successfully onboarding new clients and building a strong ongoing relationship.
  • 32:00 What’s keeping Zach up at night.
  • 34:20 You can’t outsource your growth.
  • 37:16 The challenges with growing an agency and how finding clients who are the right fit is key to success.
  • 43:20 How Zach’s avoiding the churn and burn that happens so often to agencies.
  • 44:57 What Zach’s eating, is he working out, and what his daily life looks like.

Links And Resources

Direct download: EI_245_ZachStuck_JustUnoUpdate_Covid19.mp3
Category:general -- posted at: 3:00am CST

We're in the midst of an unprecedented global crisis and a time of much uncertainty.  

Some of my clients are businesses are experiencing growth, and others are down by 50% or more.

Even if this crisis leads to an economic recession, you get to choose whether or not you want to take part in it.

Today I'm sharing a special recording of one of my recent members-only webinars where I talk about how to lead your ecommerce business during uncertain times, and how to transform this uncertainty into a time of abundance and opportunity for your business (without exploiting anyone).

In this episode we'll talk about:

  • The three things business owners should be focused on right now.
  • How to think about cash management during a crisis and why you must use this as an opportunity to build a rock-solid financial future.
  • Why playing offense is going to become more important than playing defense in the coming months.
  • How to lead (not manage) your way through this crisis and come out stronger on the other side.
  • How to bring your team together during uncertain times and to build a resilient remote culture.
  • How to react if your business HASN’T been impacted by COVID-19 and how you can ethically use this to your advantage.

We will get through this together.

Links And Resources

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

In part 4 of our Scaling Series we’re talking about Growth Mode.

You’ve made your first seven figures and now you’re scaling up to eight figures. You’ve figured out something that works and you might be starting to feel overworked and overwhelmed.

Now is the time to make those key hires and/or outsource channels you feel like you’ve maximized. It’s time to go from the day-to-day manager of your business and grow into the true role of CEO.

In this episode, we’re talking about how to start getting things off your plate, managing inventory issues, and how to determine whether it’s time to focus on a new marketing channel.

Enjoy!

Episode Highlights

  • 5:38 One of the biggest issues in Growth Mode: Superhero Syndrome.
  • 7:57 Implement systems to help you get more off your plate.
  • 11:10 Why inventory issues often arise at this stage of growth.
  • 13:20 How to solve your inventory issues.
  • 16:01 Challenges you might face as you’re trying to hire, and what not to do.
  • 18:32 Strategic issues that arise during Growth Mode.
  • 20:54 Things to look at to determine how much more room there is for growth with a specific marketing channel.
  • 22:06 How to successfully onboard an agency or a new in-house hire.
  • 24:33 Businesses that take it to the next level offload successful channels and dive into learning the next one.
  • 26:44 Slow down to grow faster.
  • 28:14 Remember why you started your business in the first place.
  • 29:17 Your transformation from day-to-day business manager to CEO.

Links And Resources

Direct download: EI_244_Scaling_Series_NoBrex.mp3
Category:general -- posted at: 3:00am CST

If you're struggling to make SEO work for your business, this episode is for you.

Our guest today is a dual-threat. He’s building an ecommerce brand while also running a digital marketing agency that specializes in SEO. Not only does he get to see what’s working for his clients, but he’s learning from what’s working in his own business.

Eagan Heath is the owner of The Splendid Beast and Founder of Get Found Madison. Today he’s doing a deep dive into ecommerce SEO and talking about how to avoid keyword cannibalization, how to get started with SEO (and if it’s even a good idea for your business), and tips for better tracking attribution.

Enjoy!

Episode Highlights

  • 6:11 The dual-threat that is Eagan Heath.
  • 9:20 What it takes to grow your skills as an agency and the currency you should be selling in.
  • 11:21 The different approach to capturing leads as an agency vs as an ecommerce business.
  • 13:16 The complex order process for Splendid Beast and the advantages of a highly custom business.
  • 16:21 The strategy Eagan used to double his business over the last four years.
  • 18:09 How to avoid keyword cannibalization and appear higher in search results.
  • 20:05 When you should start thinking about SEO (and whether you should be thinking about it at all).
  • 23:43 How to get started with a very small budget.
  • 27:34 Why it’s critical to remember that you are not your customer.
  • 32:45 The huge value of having a business coach.
  • 35:14 What gives Splendid Beast longevity as a business and differentiates it from competitors.
  • 38:01 The issue with attribution on Google Analytics and the solution Eagan is using to work around it.

Links And Resources

Direct download: EI_243_EaganHeath.mp3
Category:general -- posted at: 3:00am CST

In part 3 of our Scaling Series, we’re talking about traction to scaling, the period after making your initial $100K to surpassing the million-dollar mark.

There are a number of challenges you’ll face at this stage, including becoming overwhelmed with possibilities, losing strategic focus, wearing too many hats within the business, and more.

Today we walk you through how to tackle these challenges and the things the most successful businesses do at this stage to continue growing to 8-figures and beyond.

Enjoy!

Episode Highlights

  • 4:41 The first problem we see at this stage? Mindset and losing focus.
  • 7:53 Why most business owners lose strategic focus at this stage.
  • 8:53 If you’re overwhelmed and losing focus, it’s time to hire.
  • 10:05 The critical role you have to hire for if you want to continue to grow.
  • 10:42 The second problem business owners run into at this stage? The year-over-year mentality, and why you have to get out of it.
  • 13:40 It’s time to get serious about email marketing.
  • 15:10 Other things you can do to increase average order value and lifetime value.
  • 16:30 The companies growing fastest at this stage all have this in common.
  • 17:38 Why connecting with other successful business owners is critical to your success.
  • 19:51 Challenges with cash flow at this stage, and how you can alleviate cash-related issues.
  • 22:31 More commonalities between companies succeeding at this stage of growth.
  • 25:56 If you’re ready to take it to the next level, it’s time to get some outside help.

Links And Resources

Direct download: EI_242_ScalingSeries_P3_NoBrex.mp3
Category:general -- posted at: 3:00am CST

There is more than one way to create wealth in ecommerce.

While many entrepreneurs follow the path of bootstrapping a business and hoping to one day be acquired, another option is to start on the acquisition side, and grow a portfolio of successful companies.

Our guest today has done both. Drew Sanocki is CEO of AutoAnything, owner of PostPilot, and an expert at lifecycle marketing.

He joins us to talk about the evolution of lifecycle marketing and the big role direct mail is playing in brand loyalty and repeat purchase rate, as well as how mergers and acquisitions can help your brand, and why M&A are his big focus for the upcoming year.

I always learn a lot when we chat with Drew and I hope you enjoy!

Episode Highlights

  • 9:05 Why Drew is so excited about direct mail marketing.
  • 12:08 The role of direct mail for Drew's 9-figure dropshipping company.
  • 14:54 Bringing direct mail into traditional lifecycle marketing and how it enhances your brand.
  • 18:55 Exploring brand partnerships in the direct mail space.
  • 19:46 Prospecting with direct mail.
  • 21:56 Syncing direct mail with Klaviyo and segments that are working particularly well.
  • 27:48 The shifting customer journey and how Drew sees it evolving in the near future.
  • 32:49 Why merchandising can be the best kind of marketing.
  • 36:11 What Drew’s excited about in this new decade and what he sees as the quickest way to grow a company.
  • 39:13 Merger and acquisition opportunities that can help your brand.
  • 42:38 Why most business owners have a blind spot to the acquisition process and how Drew would get started building a portfolio.
  • 46:15 Bootstrapping vs acquisition -- does it matter which comes first?

Links And Resources

Direct download: EI_241_DrewSanocki.mp3
Category:general -- posted at: 3:00am CST

We’re on to part 2 of our scaling series, where we talk about the stage from launch to traction, when you’re on track for, or surpassed, the $100K mark.

At this stage in the business, you’re moving from selling something to having consistent sales. Today we’ll talk about some of the common problems people run into during this stage, critical questions to answer before you can start scaling up, and where to seek out support.

We’re bringing you our knowledge and experience from working with brands that have successfully scaled up, and seeing others that haven’t.

In part three, we're going to be talking about traction to scaling. So enjoy this week and stay tuned!

Episode Highlights

  • 4:42 How to know when you’re in the traction stage of your business growth.
  • 7:59 Your goal during this stage of scaling up your business.
  • 8:45 Places you can turn to when you’re looking for guidance.
  • 10:31 Focus on customer acquisition in the early stages of growth.
  • 11:26 Why you have to distinguish between signal vs. noise and listen to a diverse set of sources.
  • 13:06 One question you have to ask yourself before you continue to scale up.
  • 14:48 You must become a channel expert before you outsource.
  • 17:13 The minimum AOV you need if you want to acquire new customers via paid ads.
  • 20:33 Great opportunities for you if you’re in this stage of growth.

Links And Resources

Direct download: EI_240_ScalingSeries_P2_NoBrex.mp3
Category:general -- posted at: 3:00am CST

If you want to run your business successfully, you need to have a deep understanding of how everything works.

Today we’re talking with Helen Guo, co-founder of The Cereal School about how she took her business from zero to well over 7 figures in just eight months.

One of the key components of the business’ success is that Helen and her co-founder, Dylan, started by learning and running every aspect of the business themselves, before hiring agencies to take things over.

They also put a lot of initial time into building the brand organically, which made it easier to amplify with paid efforts as they’re scaling up.

Helen shares her amazing journey with us, as well as her tips for finding the right agency, and how to build a partnership that will last.

Enjoy!

Episode Highlights

  • 6:06 Helen’s entrance into the world of entrepreneurship.
  • 9:06 The Cereal School’s insanely rapid growth.
  • 10:06 Pre-launch efforts to build an audience before the product was ready to officially launch. 
  • 13:25 How Helen built a 20,000+ person email list without running paid ads.
  • 15:29 Helen’s philosophical approach to Facebook ads and scaling up.
  • 18:58 Lessons learned from working with different advertising agencies.
  • 23:10 The importance of actually learning how to run your own marketing, and the creative approach that sets the Cereal School apart.
  • 27:57 How Helen successfully onboarded an ad agency to take over for her.
  • 31:33 Questions to ask your agency upfront to build a better relationship.
  • 32:41 Where Helen goes for new ideas and advice.
  • 34:29 How implementing email marketing helped the Cereal School go from 0% to over 25% of revenue from email.
  • 36:56 What Helen’s looking at to the future to stay ahead of the game.
  • 38:49 Apps that Helen is excited about right now.
  • 41:57 The thing about the Cereal School’s business that can’t be easily replicated.

Links And Resources

Direct download: EI_239_HelenGuo.mp3
Category:general -- posted at: 3:00am CST