The Ecommerce Influence Podcast

October 2020
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Tue, 27 October 2020

275: Why A Customer First Strategy Is Key To Getting Lasting Results

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:

Find Your Healthy Place (Use discount code "influence" for 10% off)
Wild Theory (Use discount code "influence" for 10% off)
Get Found Madison
Podcast 243: How To Improve Your Ecommerce SEO
@a_brawn on Twitter
Review or subscribe on iTunes

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

Tue, 20 October 2020

274: How To Revamp Your Facebook Ad Performance In Q4

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:

Podcast 272: 20 Facebook Advertising Strategies You Need To Try Right Now
Canva
Kapwing
Brand Growth Experts
Foxwell Digital
andrew@foxwelldigital.com
@a_brawn on Twitter
@andrewfoxwell on Twitter
Review or subscribe on iTunes

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

Tue, 13 October 2020

273: From Barbershop To Retail Powerhouse: The Story Behind Scotch Porter

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

Tue, 6 October 2020

272: 20 Facebook Advertising Strategies You Need to Try Right Now

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:

Podcast 173: The 5 Step Process to Optimize Your Facebook Ad Account
The Social Dilemma
Brand Growth Experts
Foxwell Digital
andrew@foxwelldigital.com
@a_brawn on Twitter
@andrewfoxwell on Twitter
Review or subscribe on iTunes

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