Ecommerce Evolution

In a word, Chris Lynch is cool.  So is his brand Everyday California.  It’s not a surprise then, that what started as an adventure tour company also became a super popular apparel line.  But Chris and the Everyday Cali team didn’t stop there… The brand has now grown to include flip flops, beer, CBD and even a line of sunscreen.  So what separates a solid business move into new products vs. an unhealthy distraction?  When should you partner, license, go on your own, or scrap an idea?  Here’s what we dive into on this episode:  When to lawyer up and why it’s sooo worth it Be patient - speed in some instances almost guarantees that you land on your face. One of the best questions to ask about adding a new product is “does it feel right?”   How Chris and team partnered with a brewery on a California IPA and a CBD company to make a CBD product all while strengthening their core brand offering. Lessons learned from a few license deals How and why Everyday Cali is launching a brand new sunscreen - if you’re conside

Mission meats is just a few years old, but it’s gobbling up market share in the red-hot meat snack category.  Peter Awad is a long time eCommerce pro.  He started selling auto parts on eBay in 2000.  Now he and his co-founder Nick have built a meat snack store with a mission.  They’re using profits from eCommerce to help fight deforestation, educate children in Africa, and support homeless women and children.   But they don’t just have big hearts, they have some serious marketing chops too.   In this episode, we explore the challenges and opportunities of marketing a product that could literally appeal to anyone.  We also explore how to maintain the balancing act of growing your own store AND growing on Amazon.  How to treat Amazon from a merchandising perspective.  Prospecting for new customers - Is this and Amazon first or Shopify first strategy How to increase repeat purchases in a fun way How pride or ego can limit growth with any paid ad channel Crazy CRO tests and the practice of asking “what if the op

CPAs that suddenly double overnight. Skyrocketing CPMs. Winning ads that suddenly turn into losers. Data changes that impact how ads are being run now. The list of potential issues, potholes, loopholes, and blackholes for online advertising goes on and on. So what’s an eComm store owner or media buyer to do? Call in Molly Pittman and John Grimshaw from Smart Marketer.   These are two of my favorite people to interview and today I have them both with me for the same episode. And it’s a doozy. Here’s a look at what we cover: How to have the right mindset for navigating volatility (this is more important than you think) What to do when ad performance tanks Where you should tinker to improve performance and where you shouldn’t Why this is still the greatest time in history to be a marketer - volatility and all. 3 Spot checks to make sure you are ready to scale traffic The impact of the California Consumer Privacy Act and new changes coming to iOS 14….the good, the bad, and the scary. 

This year’s online holiday shopping season will be one for the record books. Most people say they’ll shop more online or exclusively online this year.  And online shopping will also start earlier this year, indicated by Google study results where 69% of holiday shoppers say they will shop earlier this year to avoid items being out of stock. To dominate the Cyber 5 this year you need to: Get the most from your remarketing efforts, Cover any gaps you have in your search and shopping efforts, Run compelling offers and ads that compliment your brand, and Get your Top of Funnel efforts dialed in. Check out our latest blog outlining these helpful tips and the video replay from our recent webinar with Google, and be on the lookout for the audio version in this week's episode of eCommerce Evolution.

Amazon Advertising has exploded in recent years.  In fact, Amazon is now the 3rd largest online advertising platform behind only Facebook and Google.  Pretty impressive for a company who’s a retailer first, cloud computing 2nd, and online advertising 3rd.   In this episode, I wanted to bring on the sharpest mind in Amazon Advertising that I know - OMG’s very own Chris Tyler.  I brought him on so we could deep dive into the two hottest trends in Amazon Advertising right now - Sponsored Brand Video (formerly Video in Search ads) and Amazon DSP.  Here’s a look at what we cover: What is Amazon DSP and how can sellers use it to reach shoppers on an off Amazon? How to target people actively shopping for your competitor's products who haven’t purchased yet. How Sponsored Brand Video (SBV) ads are outperforming ALL other ad types for most of our clients. 5 keys to a great Sponsored Brand Video Ad How you can test SBV without spending a fortune on video production Plus more!

Is something broken in your business?  Not reaching your growth goals like you’d hoped?  Then you likely have a systems or delegation problem.   My guest today is Trent Dyrsmid.  Trent is the host of the Bright Ideas podcast as well as the founder of an Amazon reseller business that just ranked #254 on the Inc. 5000 list. He is also the co-founder of Flowster.app a premier workflow management tool for eCommerce businesses.  He knows a thing or two about systems, delegation, and growth.  He’s now fully delegated himself out of his Amazon reseller business as it continues to scale rapidly.   How does he do it?  Clear systemization and delegation.  On the show, we talk about one of his favorite quotes from the Honorary Chairman of Toyota - “We get brilliant results from average people managing brilliant processes – while our competitors get average or worse results from brilliant people managing broken processes” ~ Fujio Cho, Honorary Chairman of Toyota Motor Corporation In this episode we cover: What to system

Michael Jamin knows a thing or two about telling a good story.  He’s written for popular sitcoms like King of the Hill, Rules of Engagement, Tacoma FD, and Beavis & Butthead to name a few.  More importantly, for our purposes, he’s also the Co-Founder of Twirly Girl - an eComm brand that features some truly magical storytelling ads.  I wanted to have Michael on the show so we could learn some of his secrets….and because I knew it would be a ton of FUN.  He delivered.  Here’s a quick look at what we cover: Using setup and punchline to deliver features and benefits in a truly fun, funny and memorable way If customers focus on price, it’s your fault and how to fix it How some powerful tweak in FB ads dropped their cost per share from $178 to just $1.16 When Michael combined what he knew about TV script writing and eComm Twirly Girl grew 30.6% Why people aren’t really buying stuff, but rather relationships and magic A few powerful “story makeovers” Plus more

Almost every eCommerce company I talk to is investing heavily into Facebook and Google Ads.  Probably less than 30% are actively investing in Affiliate marketing.  I first met my guest, Greg Powell, while we were both providing consulting services for another agency.  I instantly could tell that he knew his stuff.  Now he’s running an extremely successful Affiliate Marketing agency - Tactical Marketing based in Joplin MO.   Fringe benefits of an affiliate marketing program including free PR and new audience discovery and testing. 3 ways to tell if your product is a good fit for Affiliate marketing Avoiding affiliate horror stories - namely, how to avoid coupon site hell. How attracting the right affiliates makes all of the difference. Best affiliate networks for your category Plus much more!

The online buying journey is a complex process.  It rarely looks exactly the same for different shoppers.  BUT, there are distinct stages that most shoppers pass through in their unique journey.  Video can be your secret weapon along each stage of the journey - compelling customers, educating customers, and delighting customers. Ben Amos lives in Australia’s Sunshine Coast and is a master at creating video content that shapes buying behavior.  In this episode, we talk about how video can impact these 4 distinct stages of the shopping journey: Awareness - this is where we tell our brand story in a compelling and helpful way…Ben shows us how.   Consideration- this stage is all about information and education.  As shoppers evaluate their options, your video should be there to help guide the way.   Conversion event - your video can and should do the job of a salesperson whether on a product detail page or as a remarketing ad.   Advocacy - Your video strategy shouldn’t stop with a happy customer.  Use video conte

Everyone knows that word of mouth is the most effective form of marketing.  The problem?  How do you facilitate, encourage, and track it without being weird?  Enter Nick Stagge and Wooly.  In this episode, we discuss two important topics - building Ambassador Programs and putting digital rails around word of mouth advertising.  Nick has worked with some awesome brands including Skull Candy, Purple Mattress, and more.   Here’s a quick look at what we cover in this episode:  Salomon shoes got 22.6 million impressions without running a single ad How to Identify and segment your best customers and how to know when you have a customer make a referral that ends in a  purchase How ambassador programs focus on credibility while some influencer programs focus on reach…and why credibility is often better and more profitable Word of mouth customers are happier, better educated and often stick around longer - here’s how you get more of it Driving six figures of incremental referral revenue. Plus more

Online shopping has shifted dramatically since the start of the pandemic.  Some experts believe we’ve seen 5+ years of eCommerce growth condensed into just a few months.  Attitudes towards quantities ordered, shipping rates and times, and pricing have ALL shifted from the norm.  I wanted to have Jon MacDonald come back on the show (see his first appearance on the podcast for Episode 60 to talk about what’s working right now in terms of Conversion Rate Optimization.  We cover some truly fascinating subjects including: How buying in bulk it a new trend - even if your marketing to non-peppers How to structure new shopping options for buying in bulk to make the process easier on shoppers and easier on your fulfillment centers 3 ways to use SMS marketing to before, during and after the shopping experience to surprise and delight customers Where you should start optimizing now including some key data points and quick wins with Google Analytics that you’re likely missing  How to quickly and inexpensively benefit f

Learn how Tru Earth is disrupting the laundry detergent space by selling subscriptions and understanding the power of villains in marketing.  My guest in this episode, Ryan McKenzie is a marketing and eComm wiz.  He built his first online business in his 20s and after some extreme wins and some humbling losses, he found his eComm game.  In this episode, we uncover some of Tru Earth’s keys to success including  3 types of offers that get shoppers to subscribe to auto-replenishment.  How to structure pricing and discounts for subscriptions Blair Warren’s amazing 4 keys to persuasion (literally one the best marketing quotes I’ve ever heard) and how to leverage it for your business How finding a “villain” can make your marketing more powerful and help you build a closer community (hint: villains don’t have to be people) How to approach ad fatigue and new creative development for Facebook How OMG Commerce is helping Tru Earth leverage Google Shopping and YouTub ads Plus more!

CrossNet Game began as a crazy idea dreamed up late at night by two brothers and their best friend.  But ideas are a dime a dozen.  Chris and his brother Greg and co-founder Mike turned their crazy idea into a wildly popular product and a rapidly growing company.  So what is CrossNet?  It’s 4-way volleyball.  Put another way, if volleyball 4 square had a baby, it would be CrossNet.  And it’s amazing. This is a phenomenal story about how to launch a product from total obscurity into a sensation.  We talk about how the product came to be, how the founders successfully boot-strapped everything initially,  and how a combination of playing volleyball all day on the beaches of Miami plus Facebook Ads fueled their launch.   Here’s a look at what we discuss: How their first “prototype” and first test market let them know they were onto something big Why they packed their bags and moved from Connecticut to Miami to launch CrossNet Creating the snowball effect - doing lots of little things well and watching success an

Jeremy Horowitz helped create the marketing engine behind Lumee, the selfie phone cases made famous by the Kardashians.  He now helps growing eCommerce brands create 6 figure + product launches.  He also builds what he calls “replenishment engines” - a concept that was new to me but that I absolutely love.   Interested in doing $100,000+ in sales in 24 hours on a new product launch? Want to know the secrets of building huge demand, selling out of products, and generating real urgency like Supreme, Jordan and Kylie Cosmetics. Here’s a quick look at what we cover: The difference between a product launch that sells out vs. a “meh” launch How to create a “web” so that your customers are highly engaged and eager to buy How to build anticipation, excitement, and generate huge sales without discounting How to utilize messenger marketing and Facebook private groups Lessons from movie launches Plus more

You walk to your mailbox.  Inside you find a hand-addressed envelope.  It looks like it could be a thank you note of a birthday card.  What are the odds you open it?  100%.     I love direct mail.  Especially now because mailboxes are nearly empty (compared to 15-20 years ago).  In this episode I interview David Wachs, CEO of Handwrytten.  We discuss creative and affordable ways eCommerce companies can use Direct Mail to build customer loyalty and increase sales.  We also discuss how his technology allows for automated handwritten notes...it’s pretty fantastic.     Here’s a look at what we discuss: How to use handwritten thank you notes to increase referrals  How an online fashion company sent 700 handwritten notes, scored a 16.8% redemption rate and drove an ROI over 300%.   Using direct mail to build your loyalty program Leveraging direct mail to get more positive reviews and/or mitigate negative reviews Launching direct mail Win-back campaigns Abandon cart direct mail sequences Automating handwritten than

In early February before all live events were cancelled I presented at Social Media Marketing World 2020 in San Diego.  My talk covered the latest tactics and strategies we’re using right now to scale on YouTube.  This is the recording of my presentation at this paid event.  Here’s a quick look at what I cover in this talk: Could YouTube be your next big thing? 2 Proven Ad formulas for cold traffic Ad formulas for warm traffic What is progressive audience testing and how to use it How to leverage YouTube and Google Display Network together Plus more!

I’m sure you’re aware of chat marketing.  But if you’re like most marketers and Amazon sellers, it’s still an area of immense opportunity for you. Maybe it’s even still a bit of a mystery to you. Michelle Barnum Smith is the Queen of chat marketing for Amazon sellers.  I had a chance to sit down with her and discuss some super powerful ways to grow your Amazon business with chat marketing that you probably haven’t thought of, including… The 3 types of messenger campaigns to run consistently Why product re-ranking campaigns using chatbots should probably be an ongoing strategy for you The difference between a 2-step URL and a Search, Find, Buy campaign How many times per month should you message your list on messenger…too many and they’ll hate you.  Too few and they’ll forget who you are and be annoyed the next time you message them. How to build a chat bot list. Plus more!

Strengthening customer relationships.  Building valuable assets.  Improving and documenting SOPs.  Growing email and remarketing lists.  Watching every episode of the Michael Jordan/Chicago Bulls Documentary - The Last Dance. That’s just a few of the ways Ezra and Co are surviving and THRIVING in the current climate.  Ezra is often the first person eCommerce entrepreneurs turn to when they need advice.  This episode delivers some true and timely gems and words of wisdom.  eCommerce will likely come out of this crisis stronger than ever.  Will your company be ready to thrive in the new normal?

My guest today knows a thing or two about growing DTC eCommerce brands to 8 figures and beyond.  His agency, Wavebreak, focuses on email, SMS and loyalty marketing for growing eCommerce brands.  On today’s episode we talk about how email marketing has shifted in light of the pandemic and how it will likely continue to shift in the months and weeks ahead.   Here’s a quick look at what we cover: How to go on offense without being offensive How to build community and goodwill now How to stay true to your brand but adjust your message in light of the recent crisis Top email marketing mistakes to avoid How email, sms and loyalty programs work together

This is an episode a couple of years in the making.  I’m a huge Ryan Daniel Moran fan.  We had dinner together after an event for speakers at an event in LA a few years ago.  Then we both got busy.  Ryan came on the show to discuss some burning topics facing all entrepreneurs right now.   Advice for an eCommerce company who’s struggling right now in the pandemic Advice for an e-commerce company who’s excelling right nowThe number 1 way to be instantly happier right now (and it leads to better business outcomes) How Ryan thinks about eComm companies to invest in - it’s way more about the leader and the product than anything else. Not playing the comparison game How to instantly be happier where you are right now The 3 phases of growing to $1 million in 12 Months.