7-Figures & Beyond - An Ecommerce Marketing Podcast For 6 & 7-Figure Brands (Greg Shuey)
Explorez tous les épisodes de 7-Figures & Beyond - An Ecommerce Marketing Podcast For 6 & 7-Figure Brands
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| 12 Jan 2024 | The State of Ecommerce - January 2024 | 00:23:43 | |
In the inaugural episode of the podcast "7-figures and beyond," host Greg introduces the podcast as a resource aimed at helping brand owners and marketers elevate their businesses into the multi-million dollar revenue range. He outlines the podcast's focus on delivering actionable insights through careful guest selection and topic coverage. Greg, with 18 years of experience in digital marketing and a background in leading one of Utah's largest SEO agencies, brings firsthand expertise from his current work at Stryde and personal ventures in the automotive parts industry. Greg uses this first episode to recap the ecommerce landscape of 2023, noting a mixed but ultimately promising year, highlighted by a strong Q4. He discusses key statistics, such as a 4.9% increase in U.S. online holiday spending and the new record set by Cyber Monday. Furthermore, he addresses the rise of mobile shopping, which now accounts for over half of online sales, underscoring the importance of mobile-first strategies. Greg also touches on the widespread use of discounts during Cyber Week and the growing popularity of "buy now, pay later" options, which both shaped the 2023 shopping season. Looking ahead to 2024, Greg predicts a dynamic year influenced by various factors, including the U.S. election, ongoing inflation and interest rate issues, and rising consumer confidence. He highlights the expanding role of AI in ecommerce, the importance of personalized customer experiences, and the acceleration of social commerce. Greg stresses the necessity for brands to adapt to these trends, particularly in mobile commerce and sustainability, to remain competitive and responsive to consumer demands. This forward-looking perspective sets the tone for what listeners can expect from future episodes—insights into leveraging current trends for substantial business growth. Episode Links
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| 18 Jan 2024 | 2024 Ecommerce Marketing Predictions | 00:24:09 | |
In the second episode of the "7 Figures & Beyond" podcast, host Greg shares the challenges he faced distributing his first episode across major podcast directories, particularly Apple podcasts, and humorously notes the statistic that 90% of podcasters quit after their third episode. He assures listeners of his commitment to the podcast, setting the stage for ongoing discussions. Greg shifts to the main content of this episode—his predictions for ecommerce in 2024—emphasizing these are based on his extensive experience and are intended to guide newer brand owners and marketers. Greg presents ten key predictions for ecommerce marketing in 2024, highlighting the importance of customer-centric strategies as a fundamental approach for Direct-to-Consumer (D2C) brands. He stresses that understanding customer behavior and preferences will be crucial due to diminishing data from privacy laws and tech updates. Greg predicts significant engagement and revenue growth for brands that effectively utilize niche communities and micro-influencers, and foresees a consolidation in ecommerce technology, suggesting that brands will reduce their tech stacks significantly by integrating multifunctional platforms. The podcast episode concludes with insights on the potential of AI in marketing, the shift towards in-house marketing complemented by educational resources, and a critical view of influencer marketing's efficacy. Greg anticipates substantial increases in mobile commerce, predicting that mobile devices will account for 75% of total sales by the end of 2024. He is optimistic about the growth of Meta and TikTok shops due to their enhanced user experience and high conversion rates. Looking ahead, Greg teases the next episode which will feature Stryde’s VP, Laurel Teuscher, discussing customer research and data mining, promising more expert insights into effective ecommerce strategies.
https://www.stryde.com/2024-ecommerce-marketing-predictions/ | |||
| 26 Jan 2024 | Increase Your Ecommerce Marketing Success With Customer Research & Data Mining | 00:33:54 | |
In this episode, host Greg Shuey introduces the podcast's first guest, Laurel Teuscher, who is the VP of services at Stryde. This episode pivots from the solo casts of the previous episodes to a discussion centered around consumer research and data mining. Greg highlights the importance of focusing on customers, a theme he discussed in his 2024 predictions, and introduces Laurel, who brings a robust background in digital marketing and a deep love for ecommerce. Laurel Teuscher dives into the significance of customer research, contrasting current data-driven marketing tactics with traditional methods like focus groups and direct customer interactions. She emphasizes that with the advent of privacy laws and cookie-less tracking, the readily available data that marketers have traditionally relied upon is becoming less accessible. Teuscher suggests that marketers need to revert to more proactive customer engagement strategies to truly understand their audience's needs and pain points. The conversation explores how changing consumer behaviors, especially those accelerated by the COVID-19 pandemic, require businesses to continuously update their understanding of their customer base. Laurel discusses the necessity of segmenting audiences to tailor marketing strategies effectively and highlights tools like KnowCommerce, which help in capturing nuanced customer insights beyond what typical analytics platforms offer. The episode underscores the critical role of ongoing, genuine customer engagement in shaping marketing strategies that are not only responsive but also anticipatory of consumer needs.
https://www.stryde.com/customer-research-data-mining-for-ecommerce-brands/ | |||
| 02 Feb 2024 | Improve Your Ecommerce Conversion Rates With High Performing Product Pages | 00:42:04 | |
In this episode, host Greg Shuey excitedly introduces changes to email deliverability requirements from Google and Yahoo, encouraging listeners to set up DMARC policies for their domains. Transitioning into the main topic, Greg welcomes guest Chris Dayley, founder of Smart CRO, a conversion rate optimization agency specializing in e-commerce. Chris shares his journey from focusing purely on increasing traffic through SEO to realizing the critical importance of conversion rate optimization (CRO) after discovering that increased traffic did not correspond to increased conversions. Chris Dayley discusses the common pitfalls e-commerce sites face on their product pages, which are often the last stop before a customer's purchase decision. He emphasizes the frequent mistake of businesses relying too heavily on default website templates, such as those offered by Shopify, which may not align well with the brand or effectively convert visitors. Chris points out that many e-commerce businesses make assumptions based on competitor actions or widespread practices without testing whether those strategies serve their specific audience, often missing out on optimizing their own site's conversion potential. The episode delves into the technicalities of optimizing e-commerce product pages, underscoring the need for A/B testing to challenge assumptions and find what truly works for a specific audience. Chris and Greg explore various strategies for improving product pages, including adjusting the layout and content based on extensive testing of what elements truly drive conversions. The discussion highlights that while many businesses copy successful competitors, bespoke strategies tailored through continuous testing yield the best results, underlining the importance of not just attracting traffic but converting visitors into customers effectively.
https://www.stryde.com/high-performing-ecommerce-product-pages/ | |||
| 09 Feb 2024 | Double The Effectiveness Of Your Ecommerce Marketing With Qualitative Customer Data | 00:23:24 | |
In this episode, host Greg Shuey explores the powerful role of qualitative data in enhancing marketing strategies. He emphasizes that qualitative data—gathered through methods like surveys, interviews, and product reviews—provides deep insights into who your ideal customers are, their needs, and their behaviors. This episode aims to guide listeners on how to effectively collect and use qualitative data to attract and retain high-value customers and scale their brands by improving customer acquisition and retention strategies. Greg outlines various methods for collecting qualitative data, which include customer surveys, phone interviews, analyzing product reviews, and monitoring customer support interactions. He stresses the importance of understanding customers' needs, pain points, and experiences to tailor products and marketing messages more effectively. This approach not only enhances brand perception but also helps in identifying crucial touchpoints in the customer journey, thereby optimizing marketing efforts to align with customer expectations and behaviors. Towards the end of the podcast, Greg discusses how to strategically apply insights from qualitative data to refine digital marketing tactics. He highlights the significance of personalization and segmentation in marketing campaigns, optimizing the customer journey, and aligning brand messaging with customer values. By leveraging qualitative data, businesses can enhance user experiences on digital platforms, develop targeted content strategies, and innovate product features that resonate with customer needs. Greg wraps up by encouraging listeners to proactively gather and analyze customer data to inform and improve their marketing strategies, ensuring they are well-positioned to meet changing market demands and customer preferences.
https://www.stryde.com/using-qualitative-data-to-double-the-effectiveness-of-your-marketing/ | |||
| 16 Feb 2024 | Scale Your D2C Brand By Taking Your Customer Data Collection To The Next Level | 00:36:13 | |
In this episode, host Greg Shuey talks with Steven Bell from KnoCommerce, a company specializing in customer data collection through post-purchase surveys. The conversation begins with Steven sharing his journey into the eCommerce world, which saw him leveraging his background in fitness accessories to secure a position at KnoCommerce by reaching out proactively through LinkedIn. This introductory discussion sets the stage for a deeper exploration of the extensive capabilities of KnoCommerce in helping brands understand their customers through detailed data collection. Steven elaborates on the evolution and capabilities of KnoCommerce, explaining that while the company started with basic post-purchase surveys, it now offers comprehensive tools for gathering detailed customer insights across various platforms. He highlights the transition from simple attribution queries to deeper questions about customer preferences and behaviors, illustrating how KnoCommerce personalizes the data collection process to generate valuable insights. This transition is crucial for brands looking to deepen their understanding of customer interactions and refine their marketing strategies based on robust qualitative data. The podcast delves into the strategies for leveraging customer data effectively. Steven discusses how brands of all sizes can benefit from KnoCommerce's tools, from small startups to large enterprises, and how the data collected can influence various aspects of business strategy including product development, customer relationship management, and targeted marketing. The conversation underscores the importance of continuous data collection and adaptation to maintain relevance and responsiveness in an ever-evolving market. As the discussion wraps up, Steven emphasizes the potential of advanced data collection methods to revolutionize customer understanding and brand development.
https://www.stryde.com/how-to-take-your-customer-data-collection-to-the-next-level/ | |||
| 23 Feb 2024 | Adapting To Market Shifts To Accelerate Your D2C Growth | 00:42:11 | |
In this episode, host Greg Shuey interviews Dan Barnes, one of the founders of PhoneSoap, a company that creates UV light sanitizers for phones and was featured on "Shark Tank." Dan shares his entrepreneurial journey, starting from his early days of working odd jobs to co-founding PhoneSoap and navigating the ups and downs of entrepreneurship. He details the initial challenges and breakthroughs of starting PhoneSoap, including their significant exposure from "Shark Tank" which led to deals with major retailers and expanded their business significantly. During the podcast, Dan discusses the impact of the COVID-19 pandemic on PhoneSoap, describing it as a period of unprecedented growth due to the heightened public awareness about hygiene and the effectiveness of UV light in sanitizing surfaces. This period allowed PhoneSoap to expand their product line and reach, but also presented challenges such as managing supply chain disruptions and adapting to a rapidly changing market environment. Dan emphasizes the importance of agility in business, particularly how PhoneSoap capitalized on the pandemic-driven demand despite logistical hurdles. Post-pandemic, Dan outlines the adjustments PhoneSoap had to make as the urgency around sanitization waned and competition increased. He talks about the strategic shifts in marketing and product development aimed at sustaining growth and relevance in a normalizing market. This includes broadening their product appeal beyond just sanitization, towards promoting a healthier lifestyle overall. Dan's insights highlight the necessity for businesses to stay flexible and customer-focused, regardless of external conditions, to maintain growth and relevance.
https://www.stryde.com/adapting-to-market-shifts-to-accelerate-your-d2c-growth/ | |||
| 29 Feb 2024 | Scaling Your Ecommerce Brand By Fishing In Ponds & Meeting Your Customers Where They Spend Time Online | 00:32:34 | |
In this episode, Greg Shuey and Laurel Teuscher delve into strategies for identifying and engaging with potential e-commerce customers online. Laurel, the VP of services at Stride and an e-commerce expert, emphasizes the importance of understanding where your ideal customers spend their time on the internet. She advocates for using tools like post-purchase surveys to get a sense of where customers are coming from, which helps in tailoring marketing efforts to more lucrative platforms and communities. The discussion highlights the concept of "fishing in ponds," which involves targeting specific online communities or platforms where high-value customers are likely to be found. This targeted approach is contrasted with broader strategies like mass advertising on platforms like Meta, which may not yield as precisely targeted or valuable customers. They discuss utilizing various tools for audience research, such as Google Analytics and Spark Toro, to discover where potential customers engage with content related to your products. Finally, they discuss the importance of organic engagement and creating content that genuinely adds value to potential customers without coming off as salesy. Laurel points out the benefits of interacting in forums, commenting on blogs, and even participating in podcasts to build relationships and credibility within targeted communities. This organic engagement helps in laying the groundwork for more effective and less intrusive advertising strategies that resonate better with potential customers, fostering a more sustainable growth path for e-commerce brands.
https://www.stryde.com/fishing-in-ponds-meeting-your-customers-where-they-spend-time-online/ | |||
| 03 Mar 2024 | How To Generate Cash To Fund Your Ecommerce Marketing By Taking Advantage of Shipping Refunds | 00:31:47 | |
In this episode, host Greg Shuey introduces a conversation centered around a unique yet critical aspect of business operations for e-commerce brands: capturing unclaimed shipping refunds from FedEx and UPS. He highlights the importance of this topic by noting that many businesses might be missing out on substantial savings each month. This episode features guest Ross Brenner from Profit Trust, who elucidates the concept of unclaimed shipping refunds. Brenner explains that these refunds, which can amount to millions of dollars annually for thousands of brands, are typically not voluntarily offered by carriers. They include charges for dimensional adjustments, late deliveries, fuel surcharges, etc. The process to claim these refunds is cumbersome, requiring businesses to actively pursue their due refunds. Ross Brenner shares his journey into the realm of shipping refunds, which began in the infomercial space. The challenges faced with carriers led to the creation of technology designed to automate the refund process, significantly saving time and money for businesses. This platform automatically identifies eligible refunds and processes claims on behalf of clients, allowing businesses to reinvest the savings into growth-oriented activities like marketing. The discussion underscores the transformative impact of such technology in managing shipping costs and optimizing operational efficiency. Greg Shuey delves into why the topic of shipping refunds is not widely discussed despite its significance. Brenner suggests that the lack of awareness stems from a general unfamiliarity with the available technology and the benefits it brings. Education and exposure to such innovations can dramatically change how businesses manage shipping expenses. Furthermore, Brenner addresses the prerequisites for businesses to benefit from their services, emphasizing the need for a direct account with FedEx, UPS, or DHL. This ensures that refunds directly benefit the client's account, contrasting with indirect shipping arrangements like those through Shopify, where benefits might not accrue to the actual shipper. The conversation also explores broader shipping industry trends, such as the increasing expectation of free shipping by consumers and the strategic implications for businesses. Brenner discusses the importance of understanding the true costs of shipping, the impact on profit margins, and the necessity for businesses to make informed decisions about shipping strategies. This includes leveraging data to optimize shipping rates and service levels, thereby enhancing customer satisfaction and retention. The episode concludes with insights into how businesses are reallocating the savings from shipping refunds into areas like marketing and operations, underscoring the indirect benefits of efficient shipping cost management on overall business growth.
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| 07 Mar 2024 | Influencer Marketing: Transforming Your D2C Brand with Authentic Engagement | 00:44:44 | |
In this episode of "7 Figures and Beyond," host Greg Shuey introduces the podcast as a vital resource for D2C brand owners and marketers looking to scale their e-commerce businesses. The episode kicks off with an important announcement by Greg regarding the latest Google Core algorithm update, which heavily impacts websites producing AI content. He warns listeners about the severe measures Google has taken against such content, advising them to familiarize themselves with the update to avoid potential penalties. The episode then transitions into a deep dive into influencer marketing with guest Shawn Stallings, CEO of Ampify, discussing strategies and insights for effectively leveraging influencers to grow e-commerce brands. Shawn Stallings shares his journey from working in digital marketing and e-commerce to founding Ampify, driven by the challenges he faced in influencer marketing. He recounts the difficulty of connecting with influencers and the inefficiencies of existing platforms, highlighting how Ampify offers a more accessible solution for brands. Sean emphasizes the importance of influencer marketing, especially in light of changes in digital advertising landscapes, such as the iOS privacy updates. His personal narrative underscores the entrepreneurial spirit and the pivotal role of family support in his success. The episode further explores various influencer marketing strategies, from influencer seeding to paid collaborations. Shawn provides detailed insights into each strategy, discussing their benefits, challenges, and effectiveness for different types of brands. He also touches on the nuances of negotiation, pricing, and the complexities of measuring the ROI of influencer campaigns. The conversation with Sean is packed with actionable advice, aiming to demystify influencer marketing and equip listeners with the knowledge to implement these strategies successfully. Greg and Shawn's discussion offers a comprehensive overview of the current influencer marketing landscape, making it a must-listen for any brand looking to navigate this dynamic and influential space. Episode Links
https://www.stryde.com/influencer-marketing-transforming-your-d2c-brand-with-authentic-engagement/ | |||
| 11 Mar 2024 | Tiktok Shops - How To Generate Massive Brand Awareness & Scale Your D2C Business On Tiktok | 00:44:43 | |
In this episode we discuss the topic of TikTok shops and their rising popularity in e-commerce was discussed with Josh and Jenna from Graceful by Design. Greg opened the episode by highlighting the discussion on influencer marketing from the previous episode and how it connects to the current topic. Josh and Jenna shared their journey from starting on Amazon to pivoting to TikTok shops, emphasizing the success they've found on the platform. They introduced their business, which focuses on selling workbooks, planners, and charts, and have recently expanded their efforts to TikTok, where they've seen significant growth. Josh and Jenna delved into the mechanics of TikTok shops and their distinction from other e-commerce platforms. They outlined the dual nature of TikTok shops, including a brand side and a creator side, and how these platforms facilitate direct engagement with the audience. Their discussion covered the setup and optimization of TikTok shops, the importance of working with creators to boost visibility and sales, and how to leverage TikTok's features to grow their business. They also touched on the misconceptions about TikTok shops and provided advice for brands considering the platform. The episode provided a comprehensive overview of TikTok shops, emphasizing their potential for e-commerce brands. Josh and Jenna's experience illustrated the platform's ability to offer direct access to audiences, the benefits of collaborating with creators, and the strategic approaches to leveraging TikTok for business growth. Their story serves as an encouraging example for other small businesses looking to explore new avenues in e-commerce.
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| 14 Mar 2024 | Ecommerce SEO - Advanced SEO Strategies For Scaling Your D2C Brand | 00:37:09 | |
In this episode, host Greg Shuey and guest Peter Tomassi delve into the realm of e-commerce SEO, emphasizing its significance amidst skepticism from brands focused heavily on paid platforms. Shuey counters the common misconception of SEO as ineffective by sharing his personal success in scaling a brand to seven figures through SEO and content, advocating for SEO as a powerful yet misunderstood digital marketing strategy. The discussion highlights the transformative impact of SEO, particularly in the wake of recent algorithm updates, setting the stage for an in-depth exploration of e-commerce SEO practices. Peter Tomassi, from Saalt, shares insights on his journey in the digital marketing sphere, starting from the early days of search engines to his current role in e-commerce growth. The conversation shifts to practical SEO strategies, focusing on site navigation and hierarchy as critical for both user experience and search engine indexing. Tomassi emphasizes creating authentic and user-centric site navigation, leveraging SEO to enhance site discoverability and user engagement. Additionally, the importance of examining site search reports to refine navigation and meet user needs is underscored, highlighting SEO's role in optimizing e-commerce sites for both users and search engines. The dialogue further explores the nuances of optimizing product and category pages for SEO, underscoring the necessity of rich content beyond mere product listings. Tomassi advises on the strategic use of content syndication, FAQs, and customer reviews to build credibility and drive search traffic. Moreover, the importance of link building through content syndication and the careful selection of syndication platforms are discussed, alongside strategies for measuring the effectiveness of syndicated content. The podcast wraps up with advanced SEO tactics, including leveraging FAQs sourced from various customer interactions and analytics to refine SEO efforts and enhance user engagement on e-commerce platforms, illustrating a comprehensive approach to e-commerce SEO.
https://www.stryde.com/ecommerce-seo-advanced-seo-strategies-for-scaling-your-d2c-brand/ | |||
| 14 Mar 2024 | Cracking The Amazon Code: Strategies For Growing Your Brand In 2024 | 00:41:31 | |
In this episode, host Greg Shuey and guest Matson Tolman, CEO of Evolve Commerce, delve into the intricacies of selling on Amazon in 2024. The discussion covers emerging challenges for sellers, including the use of artificial intelligence (AI) in enhancing sales strategies, navigating increasing competition, and managing rising costs on the platform. Stolman shares his journey into the Amazon marketplace, starting from a side hustle in product sourcing from China to establishing Evolve Commerce, which focuses on growing brands' sales and distribution on Amazon through an agency model. The conversation further explores how sellers can leverage AI to improve their Amazon presence. Tolman highlights the significance of content generation aided by AI tools like Amazon's Generative AI and ChatGPT for crafting compelling product descriptions and bullet points. Additionally, they discuss other AI-driven tools for product research and advertising, emphasizing the importance of targeted content and strategic keyword use to improve product visibility and sales. Tolman advises sellers to expect and adapt to competition by focusing on building a strong brand presence both on and off Amazon. Finally, Tolman addresses the financial aspects of selling on Amazon, including the platform's commission fees and the costs associated with Fulfillment by Amazon (FBA). He stresses the importance of understanding and managing margins to ensure profitability despite Amazon's fees, which can consume a significant portion of sales revenue. The discussion concludes with the necessity of diversifying sales channels beyond Amazon to build a resilient brand, highlighting the potential of platforms like Walmart and the power of building a strong community through branding and customer engagement strategies.
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| 21 Mar 2024 | Ecommerce Customer Experience: Cracking The Code To Increasing Customer Satisfaction & Growing Lifetime Value | 00:38:38 | |
In this episode, we introduce the topic of customer experience as a pivotal strategy for enhancing a brand's value to its customers. The dialogue begins with a recognition of the direct correlation between positive customer experiences and increased customer lifetime value. Greg emphasizes that improving customer experience is conceptually simple but challenging in execution, highlighting its significance for brands in 2024. The discussion then delves into the intricacies of customer experience, with Laurel drawing from her retail background to illustrate how physical and digital spaces must prioritize customer engagement. Both hosts stress the difficulty of replicating the tangible aspects of customer service in an online environment, underscoring the importance of understanding and addressing customer needs to enhance the digital experience. The podcast explores strategies for understanding and meeting evolving customer expectations, emphasizing the importance of direct communication with customers and the necessity of adapting to the "Amazon effect" which has set high standards for customer service. They discuss the value of using technology and AI to streamline customer service processes and personalize customer interactions. The conversation concludes with recommendations for brands to continuously test and refine their customer experience strategies, leveraging emerging technologies and personalization to meet and exceed customer expectations.
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| 28 Mar 2024 | Crossroads of Commerce: Strategies for Managing Online Marketplace Sales Conflicts | 00:35:59 | |
In this episode, host Greg introduces the topic of sales channel conflict, a common issue for brands selling through multiple online and offline channels, such as Amazon, TikTok, Etsy, and physical retailers like Costco. This complexity can obscure marketing performance, customer acquisition costs, and sales attribution due to the intricate and messy nature of customer journeys. Greg shares a fictional yet realistic customer journey to illustrate how varied and complex the path to purchase can be across different sales platforms, highlighting the challenge of sales channel conflict. Guest Jason Richardson, from Genesis, shares his journey from helping his brother scale a foldable baby bathtub company to launching his own agency focused on helping brands navigate multi-channel sales strategies, particularly on Amazon. Jason discusses the nuanced differences in consumer behavior and conversion rates across platforms like Shopify, Amazon, and TikTok, emphasizing the importance of understanding these differences to tailor brand strategies effectively. He also touches on the challenges of maintaining pricing parity across channels to avoid conflicts and ensure a harmonious relationship with various retail partners. The conversation shifts to strategies for managing sales channel conflict, including the importance of pricing parity and offering channel-specific promotions or exclusive SKUs to navigate the competitive landscape without cannibalizing sales across platforms. Jason and Greg explore the implications of different pricing strategies for overall profitability and how understanding the costs associated with each sales channel is crucial for setting sustainable retail prices. Finally, Jason reflects on the rapid changes in the business landscape due to AI and suggests that brands need to adapt and figure out their stance towards leveraging AI for growth and staying relevant in their industries.
https://www.stryde.com/crossroads-commerce-strategies-managing-sales-conflict/ | |||
| 30 Mar 2024 | Selling On Nordstrom.com - Strategies & Tips To Leverage Their Marketplace For Growth | 00:24:18 | |
In this episode, Greg chats with Alex Zimmerman, the founder of Nesting Olive, a brand that specializes in modern house dresses, also humorously referred to as the modern-day muumuu. Greg praises the brand's uniqueness and suitability for Mother's Day gifts. Alex shares her journey of starting Nesting Olive after struggling to find comfortable and beautiful clothing post-pregnancy. With a background in social work and no business experience, she embarked on creating her brand with a modest budget, focusing on designs that cater to pregnant and nursing women. This venture led her to learn and balance entrepreneurship with motherhood. The discussion transitions into the strategies behind Nesting Olive's expansion, particularly focusing on selling through third-party websites like Nordstrom.com. Alex talks about the challenges and opportunities of entering such marketplaces, revealing the initial 55% commission taken by Nordstrom but highlighting the benefits, such as brand visibility and credibility. This segment underscores the importance of understanding and adapting to the demands of different sales channels to maximize opportunities and brand growth. Finally, Greg and Alex delve into the broader implications of selling on platforms like Amazon and Nordstrom.com for e-commerce businesses. Alex shares insights on managing different product lines across platforms, the impact of marketplace sales on her website, and the significance of brand recognition. The conversation concludes with advice for other entrepreneurs looking to enter retail or niche marketplaces, emphasizing the necessity of a high-quality product, determination, and the ability to navigate and comply with strict retailer policies.
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| 10 Apr 2024 | How To Build & Execute A Full Funnel Paid Media Campaign For Your Ecommerce Brand | 00:34:42 | |
In Episode 17 of the "7 Figures and Beyond" podcast, host Greg Shuey welcomes listeners with a cheerful acknowledgment of the arrival of spring. He then introduces the episode's guest, Harry Tripp, from Sperry, a company renowned for its boat shoes. Shuey expresses enthusiasm for the upcoming discussion centered on developing and optimizing a full funnel paid media strategy, a topic not frequently covered on the podcast. He emphasizes the importance of understanding full funnel approaches in paid media and utilizing various strategies to enhance efficiency and effectiveness across the marketing funnel. Harry Tripp details his professional background, starting with his agency experience in Boston, and his current role at Sperry overseeing paid media strategies aimed at driving website conversions. He explains the concept of a full funnel strategy, distinguishing between brand and performance media goals, tactics, and measurements. Tripp elaborates on the nuances of each stage of the funnel, using examples from Sperry’s campaigns to illustrate how targeted creative strategies and media placements can attract and convert different consumer segments effectively. The podcast dives deeper into the mechanics of setting up a comprehensive paid media strategy for high-revenue e-commerce brands. Tripp discusses the importance of defining a brand strategy that permeates all business aspects and how Sperry targets its specific demographic, dubbed "the anchored optimist." He also touches on the complexities of media buying, including the allocation of budgets across various channels and the strategic timing of spending to maximize return on investment during peak transactional periods. This detailed discussion sheds light on the intricacies of digital marketing and the critical role of data-driven decision-making in optimizing advertising spend and achieving business goals.
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| 17 Apr 2024 | Leveling Up Your Customer Acquisition & Retention With Direct Mail Marketing | 00:32:53 | |
In episode 18 of the "7 Figures and Beyond" podcast, host Greg talks with Michael Epstein of Postpilot, a company specializing in innovative direct mail marketing. Greg introduces Michael by highlighting Postpilot's dominance in direct mail, made possible by their unique technology that enables brands to capture more revenue, reactivate old customers, and scale effectively. Michael shares his extensive background in e-commerce, dating back 25 years, and discusses how he and his partner Drew used direct mail strategically in past ventures to turn around underperforming companies by targeting unengaged customer segments. Michael then delves into the philosophy behind Postpilot, explaining their approach to direct mail as a critical channel for reaching customers who are no longer responsive to digital ads or emails. He describes how Postpilot functions as the "Klaviyo for direct mail," simplifying the process for brands and making it comparable to email marketing platforms in terms of ease and measurability. This shift is timely, considering the rising costs and competition within digital advertising spaces like Facebook, making traditional mail a more appealing option. Michael emphasizes the effectiveness of direct mail in re-engaging past customers and acquiring new ones through detailed targeting and personalized offers, providing significant returns on investment. In the final part of the podcast, Michael discusses the strategic use of direct mail from the bottom-up, starting with retargeting existing customers to build loyalty and incrementally moving up to acquiring new customers through sophisticated data-driven approaches. He highlights Postpilot's expansion plans and innovations in utilizing machine learning for audience building and campaign optimization. The conversation wraps up with a focus on the importance of maintaining profitability in e-commerce, the role of strategic direct marketing in achieving this, and the broader implications for brands aiming to grow in an increasingly saturated digital market.
https://www.stryde.com/leveling-up-your-customer-acquisition-retention-with-direct-mail-marketing/ | |||
| 18 Apr 2024 | The Evolution of E-commerce Email Marketing: Trends, Tools, and Predictions for Maximizing Your Brands Growth | 00:36:47 | |
In episode 19 of the "7 Figures and Beyond" podcast, host Greg Shuey welcomes Jimmy Kim, the founder of Sendlane, an e-commerce tool designed to enhance email marketing capabilities. Jimmy discusses the origins of Sendlane, explaining that it began not as a business venture but as a practical solution for him and his co-founders. Despite initially having co-founders, Jimmy now identifies himself as the singular founder of the business, having bought out his partners in 2021. Jimmy delves into the growth and evolution of Sendlane, highlighting its expansion into various communication tools beyond email, such as SMS, reviews, and forms. He shares that Sendlane's success stems from understanding and integrating community feedback into their development process, crafting a product suite that addresses market needs comprehensively. Jimmy also reveals the company's strategy to disrupt the market, positioning Sendlane as a formidable competitor to established names like Klaviyo by offering a unified platform that simplifies user experiences and leverages data effectively. The conversation transitions into a broader discussion on the future of e-commerce and digital marketing. Jimmy talks about the role of AI and machine learning in refining customer engagement strategies and predicts shifting trends in the marketing landscape, emphasizing the importance of adaptability and strategic foresight. He expresses excitement about upcoming innovations in Sendlane, particularly around enhancing customer service and integrating various user engagement tools to provide a holistic view of customer interactions. The episode encapsulates Sendlane's journey and its ambitions to redefine e-commerce marketing through innovative technology and customer-centric approaches.
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| 25 Apr 2024 | Unlocking Customer Retention & Lifetime Value: The Power of Ecommerce Subscriptions | 00:35:36 | |
In this episode of the Seven Figures and Beyond podcast, Greg welcomes Matthew Holman, an entrepreneur heavily involved in the e-commerce and subscription marketing sectors. Matthew is the founder of Subscription Prescription, helping direct-to-consumer (D2C) brands excel in subscription models, and Commerce Catalyst, a community for e-commerce professionals in Utah. Through various live and virtual events, Matthew aims to alleviate the isolation often felt by e-commerce founders by fostering a collaborative environment. Matthew shares his personal journey, which is marked by considerable challenges including a lengthy incarceration during his youth. This experience shaped his aspirations and fueled his passion for entrepreneurship and marketing, particularly within the e-commerce space. Post-incarceration, Matthew initially pursued a degree in information systems but eventually found himself drawn back to marketing, leading him to spearhead marketing efforts at a SaaS company and later, deeply engaging with subscription-based business models. The discussion delves into the mechanics of successful subscription businesses, highlighting the importance of customer experience and tailored marketing strategies. Matthew emphasizes the necessity of understanding customer needs and preferences to optimize product offerings and marketing approaches. He advocates for innovative practices such as integrating quizzes and surveys to gather actionable customer insights, which can significantly enhance retention and acquisition strategies in the competitive subscription market. Episode Links
https://www.stryde.com/unlocking-customer-retention-lifetime-value-ecommerce-subscriptions/ | |||
| 01 May 2024 | Creative & Useful Ways To Increase Your Average Order Value | 00:38:17 | |
In this episode, Greg speaks with Garrett and Sarah, founders of Duncan and Stone, a company specializing in memory books and journals. They discuss their accidental journey into entrepreneurship, sparked by a need for non-cheesy memory-keeping solutions. They started with baby books designed during a playdate and expanded their product line to cater to different life stages and needs. Their business began with personal connections and expanded through strategic product development and clear targeting of customer needs. During the podcast, they delve into strategies for increasing the Average Order Value (AOV), an essential metric for scaling direct-to-consumer (D2C) brands. Sarah emphasizes her focus on not leaving money on the table by enhancing product offerings and strategically setting pricing and promotions to encourage customers to add more to their carts. They use customer journey analytics to tailor suggestions and upsells, increasing the value of each purchase. These tactics are underpinned by their deep understanding of their customer base, using detailed feedback to continuously refine their approach. Garrett and Sarah also explore broader e-commerce strategies, including their use of various platforms like Amazon and Shopify, and the importance of adapting to customer preferences and market conditions. They stress the importance of aligning business strategies with brand identity and customer needs, rather than blindly following market trends. Their approach combines analytical rigor with a keen sense of market dynamics, aiming to build a resilient, customer-centric business. This holistic view allows them to innovate while staying true to their core values and brand proposition.
https://www.stryde.com/creative-useful-ways-to-increase-your-average-order-value/ | |||
| 04 May 2024 | How To Better Capture & Use First Party Data To Guide Your D2C Strategy | 00:39:10 | |
Jean-Marx shares his journey through the early days of the internet, where he started building web applications and eventually moved into ecommerce, working for prominent brands like Victoria's Secret and Burton Snowboards. His career also included stints during the dot-com boom and at JPMorgan Chase, where he contributed to innovative projects like mobile check deposits. Marks' diverse background illustrates a deep understanding of both the technical and marketing sides of ecommerce, offering listeners valuable insights into leveraging first-party data for business growth. The conversation dives deeper into data-driven marketing strategies, discussing how businesses can enhance customer data collection and utilization. Marks stresses the importance of understanding customer behaviors through advanced segmentation and the use of comprehensive data analytics platforms like Klaviyo and HubSpot. He also touches on the potential impacts of upcoming privacy laws on marketing practices and the importance of adapting to these changes to maintain effective customer engagement. Throughout the podcast, Marks provides actionable advice for ecommerce marketers aiming to improve their data collection and segmentation efforts to boost customer lifetime value and drive sustained business growth.
https://www.stryde.com/how-to-better-capture-use-first-party-data-to-guide-your-d2c-strategy/ | |||
| 07 May 2024 | How To Create Relevant, Unique, True To Brand Content For Your D2C Brand | 00:33:00 | |
In this episode, host Greg welcomes Goni Goder, VP of Marketing for North America at Keter, a lifestyle products company. The episode focuses on content marketing strategies and how Goni's team creates impactful, brand-centric content across various digital platforms. Greg discusses the importance of content in driving growth through channels like SEO, email, and paid advertising, emphasizing the need for content that is both relevant and unique to the brand. Goni shares her journey from a strategic consultant to a marketing leader, highlighting her dual interest in creativity and analytics. She outlines her role at Keter, describing how the company manages to maintain a low profile despite its widespread distribution across major retailers. Goni's approach mixes creative experimentation with a solid understanding of Keter’s market positioning, aimed at making Keter’s presence more recognizable to consumers. The discussion then shifts to the challenges of scaling quality content and staying true to the brand. Goni explains the strategies employed by her team to keep content fresh and aligned with consumer trends without losing the brand's unique voice. She also talks about using consumer feedback to adapt content, ensuring it meets the needs and expectations of the audience. This episode offers valuable insights into effective content marketing and the intricacies of managing and evolving a brand’s digital presence.
https://www.stryde.com/how-to-create-relevant-unique-true-to-brand-content-for-your-d2c-brand/ | |||
| 09 May 2024 | Understanding Meta's Advantage+ Creative Enhancements | 00:31:38 | |
In this episode, Greg Shuey and his co-host Laurel Teuscher delve into the emerging issues related to Meta's Advantage Plus Creative Enhancements, a generative AI tool designed for optimizing ad creatives in Meta's Ads Manager. After a brief hiatus, Laurel returns to share her experiences and concerns with this tool, particularly how it’s impacting client campaigns by automatically altering images and videos. These AI-driven changes are intended to boost engagement but have sometimes resulted in unnatural modifications that undermine brand authenticity and alienate customers. Throughout the discussion, Laurel illustrates the dual nature of AI enhancements in advertising, noting that while they can streamline ad production and experiment with creative formats, they often strip away the control brands have over their own messaging. This loss of control can lead to ads that fail to convey the intended message or aesthetic, detracting from the user experience and potentially harming the brand's reputation. She emphasizes the importance of vigilance and manual oversight, even in an automated system, to ensure that AI modifications enhance rather than compromise the advertisement's effectiveness. The podcast wraps up with a broader reflection on the future of AI in advertising. Both hosts express cautious optimism that AI tools will evolve to offer more reliable and refined assistance in ad management. However, they also stress that marketers need to stay informed and actively involved in how their ads are generated and presented. This approach will help safeguard against the pitfalls of early-stage AI technologies, which, although promising, currently require human intuition and oversight to align with strategic marketing goals and preserve the integrity of brand communication.
https://www.stryde.com/understanding-metas-advantage-creative-enhancements/ | |||
| 15 May 2024 | Deep Dive Into Contribution Margin & Marketing Efficiency Ratio (MER) For Ecommerce Brands | 00:34:15 | |
Jon advocates for a strategic focus on the dollar amount of contribution margins rather than merely tracking them as percentages. He illustrates how real profit is derived not from gross revenue but from what remains after covering variable costs, which then contributes to covering fixed costs and overall profitability. This approach shifts the focus from top-line revenue to metrics that provide more direct insights into financial health and operational efficiency. Further into the discussion, Jon shares practical strategies for improving contribution margins, such as managing variable costs more efficiently, optimizing pricing strategies, and making informed decisions based on SKU-level data. These strategies are crucial for businesses aiming to enhance their financial outcomes and ensure sustainable growth. He also explains how integrating these practices allows businesses to better navigate the complexities of scaling and managing cash flow effectively. The podcast wraps up with an exploration of how MER can be strategically used to make informed marketing decisions. John underscores the significance of understanding the impact of each marketing dollar spent, advocating for a data-driven approach to spending and budgeting that aligns with company-wide profit goals. This holistic view of financial management not only streamlines operations but also empowers brands to make smarter investments in their growth strategies. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Jon Blair LinkedIn: https://www.linkedin.com/in/jonathon-albert-blair/ Free To Grow CFO: https://freetogrowcfo.com/ | |||
| 17 May 2024 | The Power of a Strong Brand & How D2C Companies Are Differentiating Themselves Through Branding | 00:35:34 | |
In this episode of the Seven Figures and Beyond podcast, host Greg Shuey welcomes Olivia Janisch, co-founder of the branding agency Superbrand. Olivia shares her fascinating background, growing up between London and South Dakota, which fueled her curiosity about different cultures and ways of life. This curiosity led her to Silicon Valley during the tech boom and later to Silicon Beach in Los Angeles, where she worked alongside innovative startups like Uber. Her diverse experiences and love for brands and storytelling set the stage for her to co-found Superbrand with a mission to bring high-quality branding strategies to emerging companies. Olivia explains that branding goes far beyond just logos and visual design. It's about creating a holistic and immersive experience for customers. She likens a brand to the sensory experience of walking into a luxury hotel or sitting in a high-end car, where every detail, from the sound of the window to the feel of the leather, communicates the brand's quality and values. For D2C companies, this means obsessing over every customer interaction, from the first marketing touchpoint to post-purchase follow-up, ensuring a consistent and compelling brand narrative. Building a strong brand, according to Olivia, starts with a deep understanding of the customer. Brands need to be attuned to their customers' needs, desires, and pain points, constantly innovating to provide solutions that excite and satisfy them. She emphasizes the importance of being present in the market, engaging directly with customers through conversations and real-world interactions, rather than relying solely on technology and data. This hands-on approach helps brands discover unexpected insights and opportunities that can differentiate them in a crowded marketplace. Finally, Olivia highlights the importance of maintaining a strong brand story and staying true to the core mission and values, even as the brand evolves. She cites the example of Liquid Death, a brand that has successfully built a strong identity around its irreverent attitude and creative marketing. Olivia encourages brands to stay curious, embrace new ideas, and be willing to take creative risks. By doing so, they can create memorable and impactful brand experiences that foster customer loyalty and stand out in the competitive landscape. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Olivia Janish LinkedIn: https://www.linkedin.com/in/oliviajanisch/ SuperBrand.LA: https://superbrand.la/ | |||
| 22 May 2024 | Affiliate Marketing Tips & Tricks For Ecommerce Brands | 00:30:24 | |
In this episode of the 7 Figures and Beyond podcast, host Greg Shuey welcomes Noah Tucker, founder and CEO of Social Snowball, to discuss affiliate marketing for e-commerce brands. The episode starts with light conversation about the weather before diving into the main topic: how affiliate marketing has evolved over the years. Noah explains that while traditional affiliate marketing involved publishers, bloggers, and review sites, today's landscape includes a broader range of affiliates such as influencers, creators, and even customers. This evolution has led to the development of platforms like Social Snowball, which cater to modern e-commerce needs by providing streamlined and efficient affiliate management tools. Noah shares his journey from working on the brand side of e-commerce to founding Social Snowball. His experience with outdated and cumbersome affiliate tools motivated him to create a solution tailored for contemporary e-commerce brands. He highlights the importance of treating affiliates as a valuable customer acquisition channel and discusses how Social Snowball addresses common pain points like manual processes and clunky interfaces. By providing an intuitive and automated platform, Social Snowball helps brands turn their customers into affiliates and manage influencer partnerships more effectively. The conversation shifts to the benefits of affiliate marketing, emphasizing its role as a diversified and owned acquisition channel. Unlike paid advertising channels like Meta and Google, affiliate programs allow brands to control their customer acquisition costs and reduce dependency on unpredictable external factors. Noah explains that treating affiliates as valuable partners and providing them with the right incentives can significantly boost a brand's growth. He also touches on the concept of influencer marketing becoming more focused on generating new customer revenue rather than just impressions and brand awareness. Noah provides practical advice for setting up and optimizing affiliate programs. He suggests starting with low-maintenance initiatives like turning customers into affiliates by providing them with shareable links and offering cash incentives. For more advanced strategies, he recommends influencer seeding programs and continuous engagement through automated email sequences and giveaways. Noah also addresses the issue of affiliate fraud, introducing Social Snowball’s Safe Links tool that prevents coupon abuse and ensures program integrity. The episode concludes with Noah’s insights on future trends in affiliate marketing, predicting that the democratization of affiliate opportunities will continue to expand, allowing anyone to become an affiliate and drive sales for brands. Noah Tucker LinkedIn: https://www.linkedin.com/in/noah-tucker-%E2%98%83%EF%B8%8F-71a294154/ Social Snowball: https://socialsnowball.io/ | |||
| 23 May 2024 | From 0-40 Million Views - How To Scale Your Influencer Marketing | 00:30:16 | |
Madelyn outlines her strategic approach to influencer marketing, which she calls the "three-bucket approach." This strategy involves categorizing influencers into three distinct groups: nano-influencers who generate word-of-mouth buzz, affiliate influencers who work on a commission basis, and paid campaign influencers who are engaged for specific promotions. She emphasizes the importance of allowing influencers to maintain their authentic voice, which enhances the genuineness of their promotions and avoids the pitfalls of overly scripted ads. By leveraging the dynamic nature of GoBe's products and the natural word-of-mouth they generate, Madelyn has been able to drive substantial brand awareness and sales. One of the major challenges Madelyn highlights is the budget constraints that many small businesses face when competing with larger brands in the influencer marketing space. To overcome this, she stresses the importance of building genuine relationships with influencers who are truly passionate about the brand. This approach often leads to more cost-effective and organic promotions. Additionally, she discusses the importance of using tools like Aspire to manage and track influencer campaigns effectively. This helps in keeping everything organized and ensuring the effectiveness of each influencer's contributions. Madelyn also shares insights into selecting and vetting influencers, noting the value of reaching out to influencers from diverse niches such as travel, pets, and beauty, beyond the typical mom and kid influencers. This strategy broadens the brand's reach and engages different audiences. She discusses the evolving landscape of influencer marketing, predicting that collaborative posts and whitelisting will become increasingly important due to upcoming algorithm changes. Madelyn concludes by encouraging brands to take the time to develop their influencer marketing strategies, build strong relationships with creators, and not be afraid to experiment and learn from their experiences. Madelyn Banat LinkedIn: https://www.linkedin.com/in/madelyn-banat/ GoBe Kids https://www.gobekids.co/ Aspire: https://www.aspire.io/ | |||
| 29 May 2024 | How To Keep The Cohesion of Your Brand & Messaging When Going from D2C To Retail | 00:40:11 | |
In this episode of the 7 Figures and Beyond podcast, Greg Shuey interviews Alex Vailas, Senior Vice President of Brand Marketing for Dyper.com. Alex discusses her background and the rapid growth of Dyper.com, a plant-based diaper company, over the past five years. Initially focused on direct-to-consumer (DTC) sales through their website and Amazon, Dyper.com has expanded into retail, including major stores like Walmart and Whole Foods. The conversation centers on the challenges and strategies involved in maintaining cohesive brand messaging while transitioning from DTC to retail. Alex explains that a significant challenge in the transition to retail was adapting their packaging for the retail environment. Their initial packaging, designed for online sales, did not effectively communicate the brand’s value proposition on store shelves. This led to confusion among consumers, who often misinterpreted the brand name and doubted the efficacy of their eco-friendly products. Through quick adjustments and extensive consumer research, Dyper.com rebranded their packaging, emphasizing their name and product benefits more clearly, which improved brand recognition and trial rates in retail stores. Greg and Alex also discuss the importance of consumer research and strategic planning in making the leap to retail. Alex emphasizes the need for both quantitative and qualitative consumer insights to understand how packaging and messaging resonate with shoppers. She also highlights the necessity of benchmarking brand awareness and consideration before entering retail to measure the impact accurately. Moreover, aligning organizational goals and ensuring clear communication within the team are vital steps in maintaining brand cohesion across different sales channels. The podcast concludes with a discussion on the importance of personalized customer experiences and the future of retail. Alex notes that while retail offers significant growth opportunities, DTC channels have the advantage of providing a more personalized shopping experience. Dyper.com's development of an app tailored to the needs of their customers is an example of leveraging technology to enhance engagement and retention. Looking ahead, Alex predicts that retail will continue to grow due to its price advantages, but DTC will remain strong due to its ability to offer unique, personalized experiences. She advises brands to carefully strategize their retail entry and prioritize maintaining their core values and customer focus. Alex Vailas LinkedIn: https://www.linkedin.com/in/alexandra-vailas/ Dyper.com: https://dyper.com/ | |||
| 06 Jun 2024 | How To Scale Your Meta Ads & Lower CAC With Better 1st Party Data | 00:41:56 | |
In this episode of the 7 Figures and Beyond podcast, host Greg Shuey interviews Altay Malazgirt from Go Audience, a platform designed to help e-commerce brands acquire new customers through the innovative use of credit card spending data. The episode opens with an introduction to Altay and his journey from a diverse international background to becoming a founding member of Go Audience. Altay shares insights into how the platform leverages credit card data to identify high-potential customers, offering a fresh approach to prospecting that can drive top-of-funnel growth for e-commerce brands. The conversation delves into the complexities of managing customer acquisition costs on Meta platforms, a significant pain point for many brands. Altay explains how recent changes in data privacy regulations, such as the iOS 14 update, have drastically altered the digital advertising landscape. These changes have limited the ability to track and target users with precision, leading to increased frustration and higher customer acquisition costs. He emphasizes that while Meta’s algorithms still retain the data, they now control ad placement and visibility, reducing advertisers' direct access to valuable insights. To navigate these challenges, Altay stresses the importance of utilizing first-party data to build precise custom audiences. He highlights the need for a dual approach of rapid creative and audience testing to optimize marketing strategies effectively. This method helps brands understand what resonates with their audience and adjust their campaigns accordingly. By leveraging platforms like Go Audience, which can provide detailed data on consumer spending habits, brands can more accurately target their ideal customers and potentially reduce acquisition costs. The discussion also touches on the evolving role of AI in digital marketing. While AI can analyze vast amounts of data and provide critical insights, Altay believes that human expertise is still crucial for making strategic decisions. Looking ahead, Altay predicts that data privacy regulations will continue to tighten, making it even more important for brands to adapt and utilize available tools to maintain effective marketing strategies. The episode concludes with a preview of the next guest, Will Laurencin, who will discuss strategies for optimizing conversion rates and customer revenue, promising another insightful session for listeners. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Altay Malazgirt LinkedIn: https://www.linkedin.com/in/altaymalazgirt/ GoAudience.com: https://goaudience.com/ | |||
| 14 Jun 2024 | Customer Revenue Optimization: How To Leverage Customer Experience To Scale Your D2C Growth | 00:39:03 | |
In this episode of the 7 Figures and Beyond podcast, host Greg Shuey welcomes Will Laurenson from Customers Who Click, an agency specializing in conversion rate and customer revenue optimization. They kick off the episode by discussing Will’s background and journey into the world of CRO, sharing how he moved from general marketing to a focused approach on improving customer journeys and maximizing revenue. Will shares stories from his early career experiences at startups, highlighting the common issues he faced with inefficient marketing strategies and how these led him to delve deeper into CRO practices. Will explains the concept of customer revenue optimization, emphasizing that it goes beyond simply improving conversion rates. Instead, it focuses on increasing revenue per user by looking at metrics like average order value (AOV) and overall customer experience. He stresses the importance of aligning upsell and cross-sell strategies with customer needs, using relevant data to make personalized recommendations. This approach ensures that the suggested products genuinely add value to the customer, thereby increasing the likelihood of purchase and enhancing customer satisfaction. The conversation shifts to the topic of product returns, a critical yet often overlooked aspect of revenue optimization. Will advocates for a proactive approach to managing returns, which includes clear product descriptions to disqualify unsuitable buyers and post-purchase engagement to address any issues early. He cites examples of companies successfully reducing returns by providing detailed instructions and support, ensuring customers know how to use the product correctly. This not only reduces costs associated with returns but also enhances customer loyalty and trust. Finally, they discuss the broader role of customer experience in driving long-term business growth. Will emphasizes the need for brands to go beyond the initial sale and focus on creating positive experiences that encourage repeat purchases and customer advocacy. He suggests practical ways to gather and utilize customer feedback, such as surveys and direct interactions, to continuously refine and improve the customer journey. By integrating these insights across all touchpoints, brands can create a cohesive and engaging experience that drives higher lifetime value and sustained growth. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Will Laurensn LinkedIn: https://www.linkedin.com/in/willlaurenson/ Customers Who Click: https://www.customerswhoclick.com/ | |||
| 21 Jun 2024 | Frictionless Forms - How To Improve Your Customer Journey & Conversion Rates | 00:39:48 | |
In this episode of the 7 Figures and Beyond podcast, Greg Shuey hosts Jon Ivanco, the founder of Formtoro. Jon discusses his extensive marketing background, from his early days in traditional marketing to his experiences with social media and smart home products. He shares insights into his journey, highlighting his time with Lifx, a smart bulb company, where he transitioned from sales to marketing, leveraging social media and partnership marketing to build brand awareness. Jon’s diverse experiences have shaped his understanding of the importance of logical and data-driven marketing strategies. Jon delves into the significance of pre-purchase customer data, emphasizing how collecting and analyzing this data can inform marketing strategies for direct-to-consumer brands. He explains how Form Toro helps brands gather valuable insights during the high-intent sign-up phase, which can then be used to tailor marketing efforts more effectively. Jon also highlights the challenges brands face with current customer journey practices, criticizing the overcomplication and misattribution issues caused by various SaaS applications. He argues that many brands focus too much on the company journey rather than the customer journey. One of the key innovations Jon discusses is the concept of frictionless forms, which automatically apply discounts during the shopping process, reducing friction and enhancing the customer experience. He explains that this approach addresses common pain points, such as the cumbersome process of entering coupon codes at checkout. By streamlining this process, frictionless forms can significantly improve conversion rates and customer satisfaction. Jon also touches on the importance of clear communication and high-quality content, such as videos and detailed product descriptions, in creating a seamless shopping experience. Looking to the future, Jon predicts that forms will eventually replace welcome series, allowing for real-time data collection and personalized landing pages. He stresses the need for brands to continually adapt their marketing strategies, particularly in the realm of paid advertising, to stay competitive. Jon also warns against relying too heavily on metrics without understanding the larger context, advocating for a more holistic approach to marketing that considers long-term impacts. He concludes by emphasizing the importance of questioning marketing practices and focusing on building sustainable, logical strategies that prioritize the customer experience. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Jon Ivanco LinkedIn: https://www.linkedin.com/in/jivanco/ Formtoro: https://www.formtoro.com/ | |||
| 26 Jun 2024 | Amazon Marketing Funnels - Driving Top, Mid, & Bottom Of Funnel Traffic To Your Store | 00:31:55 | |
In episode 33 of the "7 Figures and Beyond" podcast, Greg Shuey hosts Mike Begg from AMZ Advisors to delve into the world of Amazon marketing funnels. Mike shares his background, transitioning from a career in consulting and real estate to founding an agency specializing in Amazon marketing. He details how his experience working on a project with Amazon at Sears sparked his interest in e-commerce and led to his current focus. Mike's journey underscores the importance of adaptability and finding opportunities in unexpected places, setting the stage for a discussion on Amazon's marketing potential. The conversation highlights the concept of Amazon Funnels, illustrating how traditional marketing funnel principles apply within the Amazon ecosystem. Mike explains that Amazon functions as a significant part of the broader marketing funnel due to its dominance in product searches and customer trust. He emphasizes that understanding and leveraging this funnel—from awareness to consideration, conversion, and loyalty—can significantly enhance a brand's performance on the platform. The discussion reveals that starting from the bottom of the funnel, focusing on ready-to-buy customers, and gradually moving up to build broader awareness can yield effective results. Mike elaborates on the high conversion rates on Amazon compared to other e-commerce platforms, attributing this success to the trust and reliability associated with Amazon Prime. He outlines key strategies for driving top-of-funnel traffic, including Amazon's powerful advertising capabilities and affiliate marketing through publications and influencers. These methods not only increase visibility but also optimize the cost-efficiency of customer acquisition. Additionally, Mike discusses the importance of optimizing product listings with compelling images, detailed descriptions, and A+ content to improve click-through and conversion rates. The discussion moves towards the middle and bottom of the funnel, where Mike explains tactics for keeping potential customers engaged and driving conversions. Sponsored brands, sponsored displays, and retargeting ads play a crucial role in maintaining brand visibility and consideration. Mike also addresses the challenges brands face when managing large catalogs and creating consistent, high-quality content. He suggests leveraging third-party tools and possibly AI to streamline these processes. The episode concludes with insights on the evolving landscape of e-commerce, with Mike predicting continued growth for Amazon despite emerging competition from platforms like TikTok. He advises brands to focus on building robust funnels and leveraging data to navigate and succeed on Amazon's platform. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Mike Begg LinkedIn: https://www.linkedin.com/in/mbegg/ AMZ Advisers: https://amzadvisers.com/ | |||
| 04 Jul 2024 | Google & Yahoo Sender Requirements & How To Operate Optimally Within Them | 00:25:46 | |
In this episode of the 7 Figures and Beyond podcast, host Greg Shuey delves into the complexities of email retargeting in the evolving landscape of new sending requirements from Gmail and Yahoo. Greg is joined by Michael Diesu, the CEO of Revenue Roll, a tech company specializing in identity resolution for e-commerce brands. The episode kicks off with an introduction to Revenue Roll's technology, which helps e-commerce brands target previously unidentified visitors on their websites, effectively bringing them into the conversion funnel. Michael shares his journey, highlighting his background in strategy consulting at Accenture and his co-founders' experiences at Google and in the ad agency sphere. Together, they recognized the impending challenges posed by the removal of third-party tracking and founded Revenue Roll to address these issues. The core of the discussion centers around the new email sending requirements, specifically the stringent spam rate limits set by Gmail and Yahoo, and how these regulations impact email marketing strategies. Greg and Michael critique the effectiveness of the new sending requirements, noting an increase in email spam despite the intended purpose of reducing it. They emphasize the importance of compliance, detailing how brands must adopt new authentication measures like SPF, DKIM, and DMARC to ensure their emails are not marked as spam. The conversation explores practical steps for e-commerce brands to future-proof their email marketing, such as owning multiple domains, aggressive list cleaning, and leveraging secondary domains for colder audiences to mitigate risks. As the discussion progresses, Michael outlines long-term strategies for maintaining compliance and optimizing email campaigns under the new regulations. He underscores the necessity for brands to segment their email marketing from regular business communications to protect their primary domains. The episode wraps up with insights into the future of ad targeting and the increasing importance of first-party data collection. Greg and Michael agree that e-commerce brands need to prioritize data-driven strategies to navigate the tightening privacy laws and evolving marketing landscape. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Michael Diesu LinkedIn: https://www.linkedin.com/in/michael-diesu/ Revenue Roll: https://www.revenueroll.com/ | |||
| 11 Jul 2024 | Building Partnerships & Alliances To Accelerate D2C Growth | 00:37:51 | |
In this episode of the 7 Figures and Beyond podcast, Greg Shuey interviews Jonathan Johnson, the former chairman and CEO of Overstock.com. The episode focuses on building partnerships and alliances to accelerate D2C growth, particularly in the face of current economic challenges. Jonathan Johnson brings his extensive experience to the discussion, highlighting how strategic partnerships can create significant opportunities for brand growth and market expansion. He emphasizes the importance of ensuring that partnerships are mutually beneficial and align with the goals of both parties involved. Jonathan Johnson outlines six key areas where partnerships can be particularly effective: increasing brand awareness, strengthening brand identity, expanding demographics, creating buzz, building trust and customer loyalty, and exciting and delighting customers. He provides real-world examples of successful collaborations, such as SMEG’s partnership with Dolce & Gabbana, GoPro with Red Bull, and IKEA with Virgil Abloh. These examples illustrate how seemingly unconventional alliances can yield substantial benefits when executed thoughtfully. The conversation also delves into Overstock's own strategic partnerships. Johnson shares insights from Overstock's history, such as their early collaboration with Palm Pilot, which helped establish Overstock in the electronics market, and their innovative partnership with the Humane Society, which boosted sales in the pet product category. Another notable example is Overstock's acceptance of Bitcoin in partnership with Coinbase, which opened the company to a new demographic of tech-savvy, younger customers. These case studies underscore the importance of creative thinking and willingness to explore new opportunities in forming successful alliances. Finally, Johnson offers practical advice for brands looking to establish partnerships. He emphasizes the need to clearly define the mutual benefits, assess the practical and logistical challenges, and set measurable metrics for success. He also advises bringing excitement and enthusiasm to the pitch, as genuine passion can significantly impact the outcome. As the episode concludes, Johnson shares his cautious optimism for the economic outlook, suggesting that while 2024 may be challenging, there are opportunities for growth, particularly for those willing to invest in strategic partnerships and alliances. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Jonathan Johnson LinkedIn: https://www.linkedin.com/in/jonathanjohnson3/ | |||
| 17 Jul 2024 | Scaling Your Brand On Meta With High-Volume Ad Copy & Creative Testing | 00:48:17 | |
In this episode of the 7 Figures and Beyond podcast, host Greg Shuey invites Andrew and Victor, co-founders of the ad agency AdCrunch, to discuss their innovative approach to high-volume ad copy and creative testing for scaling brands on the Meta platform. The discussion begins with the importance of understanding the Ideal Customer Profile (ICP), which serves as the foundation for all creative and ad strategies. Andrew and Victor share their journeys into the ad industry, highlighting their transition from different backgrounds to establishing a successful agency focused on growth and results-driven marketing. The heart of the episode revolves around AdCrunch’s Creative Search Protocol (CSP), a framework designed to conduct high-volume testing in a strategic and intentional manner. Victor explains that the CSP framework is not about randomly testing numerous variations but about systematically understanding the pain points of the target audience and addressing them through various creative iterations. This method allows brands to identify the most effective messaging quickly and efficiently, ensuring that the ad spend is optimized for maximum impact. Greg, Andrew, and Victor delve into the practical aspects of ad testing, discussing metrics like hook rates and hold rates, which are critical for gauging the effectiveness of ad creatives. They emphasize the need for brands to move beyond a narrow focus on brand consistency and to embrace a more experimental approach on platforms like Meta. By doing so, brands can discover new, valuable elements to incorporate into their branding strategy. Andrew also shares insights on managing ad variations using structured naming conventions and levels of testing to keep the process organized and data-driven. The episode concludes with a discussion on future trends in Meta advertising, particularly the potential for AI integration to enhance ad performance. Despite the rapid technological advancements, Andrew and Victor stress the importance of sticking to foundational marketing principles—understanding the customer and crafting compelling messages that address their needs. They also touch on the challenges and opportunities in other platforms like TikTok and the importance of maintaining a holistic view of the paid traffic ecosystem. This comprehensive discussion provides valuable insights for brand owners and marketers looking to scale their businesses through effective ad strategies on Meta. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Victor Vo LinkedIn: https://www.linkedin.com/in/victorvo/ Andrew DiLullo: https://www.linkedin.com/in/andrew-dilullo-481222bb/ Ad Crunch: https://www.adcrunchdigital.com/ Ad Crunch Hook Sheet Template | |||
| 19 Jul 2024 | High Impact Black Friday & Cyber Monday Marketing Strategies | 00:44:07 | |
In this episode of the Seven Figures and Beyond eCommerce Marketing Podcast, Greg Shuey and Laurel Teuscher dive into strategies for Black Friday and Cyber Monday, stressing the importance of starting preparations as early as July. Laurel, the VP at Stride, shares her expertise from nine years in digital marketing, particularly in SEO and Google Ads. The discussion underscores that early planning can prevent the rush and stress associated with last-minute preparations, ensuring that brands can maximize their opportunities during the biggest shopping season of the year. The first key area discussed is the importance of evaluating and enhancing customer service and fulfillment processes. Laurel emphasizes that these two aspects can make or break the holiday season for a business. She advises brands to assess their response times, customer service methods, and fulfillment capabilities to handle increased order volumes effectively. Documenting processes and training manuals is recommended to ensure smooth operations during the high-pressure holiday period. Next, the hosts highlight the need for thorough website preparation. This includes updating product images, refining SEO efforts, and implementing A/B testing to optimize user experience and conversions. They also suggest using heat maps to understand consumer behavior and identify barriers to purchasing. By starting these preparations early, brands can ensure their websites are fully optimized to capture as much traffic and revenue as possible. Lastly, the discussion turns to paid channels and email/SMS campaigns. The importance of developing a strategic plan for paid ads, including budget allocation and timing, is emphasized. Additionally, Laurel advises cleaning up email lists, testing cadence for emails and SMS, and ensuring all automations are up to date. In November, brands should finalize and review all marketing materials, getting stakeholder approvals and scheduling ads in advance to avoid technical issues. This meticulous planning and preparation are crucial for a successful Black Friday and Cyber Monday. Laurel Teuscher LinkedIn: https://www.linkedin.com/in/laureltoosure/ https://www.stryde.com/high-impact-black-friday-cyber-monday-marketing-strategies/ | |||
| 07 Aug 2024 | How To Leverage Your Customer Base To Scale Your D2C Revenue | 00:30:08 | |
In this episode of the 7 Figures and Beyond E-commerce Marketing Podcast, Greg Shuey interviews Adena Merabi from Okendo, discussing the transformative power of customer reviews, quizzes, and loyalty programs in driving website conversions and revenue growth. Adina, the partnerships team lead at Okendo, shares her insights from three years at the company, highlighting the platform's impressive growth and comprehensive suite of tools designed to help brands build engaged communities. Okendo's offerings, which include reviews, quizzes, referrals, loyalty, and surveys, aim to help brands grow faster and more efficiently by leveraging customer feedback and data. Adina emphasizes the crucial role of robust customer reviews, particularly those incorporating user-generated content (UGC), in influencing purchasing decisions and improving conversion rates. She explains how visual content and detailed customer feedback can significantly impact potential buyers, making reviews a vital part of an effective e-commerce strategy. Additionally, Adina discusses innovative ways to encourage customers to leave reviews, such as offering tiered incentives and utilizing SMS platforms like Postscript, Attentive, and Klaviyo to send review requests at optimal times. The conversation also delves into the benefits of quizzes for personalized product recommendations and the effectiveness of strategic loyalty programs. Adina describes how quizzes can gather valuable zero-party data while providing customers with tailored product suggestions, ultimately boosting conversions and average order values. She also highlights the importance of well-structured loyalty programs, with clear rules, compelling rewards, and VIP tiers, to foster customer engagement and retention. Adina underscores the need for brands to be strategic and data-driven in their approach, using personalized marketing campaigns to maximize the potential of these tools and enhance customer relationships. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Adena Merabi LinkedIn: https://www.linkedin.com/in/adena-merabi/ Okendo: https://okendo.io/
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| 15 Aug 2024 | Buying An Ecommerce Business: Key Strategies For A Successful Purchase | 00:32:02 | |
In this episode of the 7 Figures and Beyond Ecommerce Marketing Podcast, Greg Shuey welcomes Gentry Jensen of Cordova Outdoors to discuss the intricacies of purchasing an e-commerce brand. Gentry shares his journey from a Navy SEAL to a successful brand owner, highlighting his transition from corporate finance to owning Cordova Outdoors, a company specializing in high-quality coolers. The discussion delves into the considerations for buying an e-commerce brand, focusing on assessing barriers to entry, evaluating financial health, and identifying growth opportunities. Gentry emphasizes the importance of understanding a brand's barriers to entry, such as existing manufacturing capabilities and intellectual property. For Cordova, the substantial investment in manufacturing equipment and unique product features, like patented lid locks and durable handles, provided a competitive edge. He also discusses the impact of the COVID-19 pandemic on the acquisition process, noting how the pandemic's disruption affected the company's operations and necessitated a strategic approach to due diligence. The conversation further explores the due diligence process, including verifying financials, assessing customer relationships, and evaluating potential growth channels like Amazon and corporate partnerships. Gentry highlights the importance of leveraging existing customer relationships and exploring new revenue streams, such as corporate gifting and OEM partnerships. The episode wraps up with insights on negotiation tactics and the challenges faced during the acquisition process, offering valuable lessons for anyone considering buying an e-commerce brand. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Gentry Jensen LinkedIn: https://www.linkedin.com/in/gentry-j-17b42a9/ Cordova: https://cordovaoutdoors.com/ | |||
| 04 Sep 2024 | The 4 Types of Content Every Ecommerce Brand Needs To Scale | 00:37:56 | |
In this episode of the Seven Figures and Beyond eCommerce Marketing Podcast, host Greg Shuey welcomes John Doherty, founder of Editor Ninja, to explore the critical role of content in ecommerce marketing. Drawing on over two decades of experience in SEO and content marketing, both Greg and John emphasize the enduring need for high-quality, well-optimized content that serves both search engines and users. They highlight how essential it is for ecommerce businesses to invest in three key types of content: business-related (like press releases and case studies), educational (such as blogs and resource pages), and category pages. These content types not only improve site visibility and user engagement but also drive meaningful traffic that converts, making them foundational to a thriving ecommerce strategy. John and Greg discuss common challenges and misconceptions around content production, particularly the tendency of brands to prioritize quantity over quality. They stress that effective content should be concise, engaging, and tailored to meet both search engine requirements and user expectations, especially in a landscape increasingly influenced by AI. The conversation underscores the importance of crafting content that resonates with target audiences and aligns closely with brand identity, helping ecommerce businesses build authority and trust. Moreover, they note that content creation should not be viewed as a one-time effort; regular updates and ongoing optimization are essential for maintaining relevance and performance in search rankings. Promotion and strategic distribution of content are also key themes in their discussion. John advises brands to actively promote their content through various channels, including social media, email, and even paid placements, to maximize reach and impact. Additionally, they highlight the importance of aligning content efforts with broader business goals, ensuring that every piece of content supports revenue growth and customer acquisition objectives. As the conversation wraps up, Greg and John reflect on the evolving landscape of content marketing, emphasizing that while content will continue to be a vital component of ecommerce strategy, brands must remain adaptable and innovative to keep up with changing trends and technologies. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ John Doherty LinkedIn: https://www.linkedin.com/in/johnfdoherty/ Editor Ninja: https://editorninja.com/ | |||
| 05 Sep 2024 | How To Leverage VIP Groups To Drive Meaningful Revenue Growth | 00:37:39 | |
In this episode of the Seven Figures and Beyond eCommerce Marketing Podcast, host Greg Shuey interviews Brittany Harvey, the founder of Vanu, a baby brand that developed an innovative multi-use lounger designed to help infants with tummy time, reflux, and gas relief. Brittany shares her unconventional journey into entrepreneurship, which included careers in education, working in PR for major brands, and even starting a restaurant in Jamaica. After becoming a mother and facing her own child’s challenges with reflux, Brittany launched Vanu, initially fulfilling orders from her garage and eventually expanding to a warehouse. She emphasizes the significance of creating products that solve real parenting challenges, which has driven the company's growth and product expansion. The main focus of the discussion is on the strategic use of VIP groups on social platforms like Facebook and Instagram to cultivate community engagement and support Vanu's growth. Brittany explains that VIP groups allow brands to connect with their audience on a more personal level by offering a space for customers, potential buyers, and content creators to interact directly with the brand. These groups foster loyalty, provide valuable customer feedback, and can be used for testing new product ideas. Brittany highlights that her initial efforts on Facebook saw limited engagement, prompting a shift to Instagram, where she discovered a much more active and responsive community. This change underscores the importance of understanding where your target audience spends their time and being willing to pivot when needed. Brittany also shares insights into maintaining the vitality of VIP groups by keeping content relevant and authentic. She engages with group members by sharing personal stories, asking for input on new product designs, and discussing topics of interest to parents, such as dealing with common baby issues. Brittany emphasizes the importance of not focusing solely on product promotion but creating a supportive environment where customers feel valued and heard. She also touches on the role of first-party data and affiliate programs in measuring group success and maintaining relationships with highly engaged customers. Despite the challenges, such as periods of low engagement or managing diverse expectations within the groups, Brittany believes VIP groups are an invaluable tool for building community and driving sustainable eCommerce growth. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Brittany Harvey LinkedIn: https://www.linkedin.com/in/brittany-harvey/ Vonu: https://vonubaby.com/ | |||
| 19 Sep 2024 | Building Sustainable, Long Term Growth Through Online Communities | 00:34:24 | |
In this episode of the Seven Figures and Beyond eCommerce Marketing Podcast, Greg Shuey interviews Paige Hope, the founder of Elan Pure, a non-toxic beauty and wellness brand. Paige shares her journey of launching Elan Pure, motivated by personal experiences with hormonal challenges and her sister’s autoimmune diagnosis. Frustrated by the lack of truly toxin-free beauty products, Paige created her own, starting with a non-toxic self-tanner. She explains that her mission extends beyond the products themselves, focusing on educating consumers about the connection between wellness and beauty. From the ground up, she built her brand by leveraging communities, content creators, and affiliates without relying on paid advertising in the early stages. Paige dives into the importance of community for DTC brands, defining it as a group of loyal individuals who champion the brand, even when no ads are running. For her, community includes customers, creators, affiliates, and even employees who align with the brand’s mission. She emphasizes the need for brands to take an active approach to engage with their community, ensuring that these supporters feel valued and connected to the brand's purpose. Paige explains that many brands fail by focusing only on quick fixes like Facebook ads, while neglecting the foundational work of building long-term relationships with their community. She further outlines steps for new brands to establish and nurture a community, starting with strong branding, a clear differentiator, and authentic engagement with affiliates and customers. Paige suggests that brands should prioritize thoughtful, methodical growth by investing in brand storytelling, using affiliate programs, and creating an engaging social presence. Success, she notes, isn’t immediate and requires consistent effort, but the long-term payoff is a loyal, enthusiastic customer base that supports sustainable growth beyond paid ads. Paige Hope LinkedIn: https://www.linkedin.com/in/paige-jensen-hope/ Elan Pure: https://elanpure.com/ Pattern Creators: https://pattern.com/products/creators | |||
| 11 Oct 2024 | How To Leverage Paid Media To Dramatically Increase Sales For Lifestyle Brands | 00:35:42 | |
In this episode of the Seven Figures and Beyond Ecommerce Marketing Podcast, host Greg Shuey welcomes Nikki Lindgren, founder of Pennock, to discuss optimizing paid media strategies for lifestyle brands, especially with the holiday season approaching. Nikki shares her experience in paid media and SEO, emphasizing how the landscape has become increasingly challenging due to economic uncertainties, higher advertising costs, and shifts in consumer behavior. She highlights the trend of consumers holding back in October in anticipation of major Black Friday deals, making it crucial for brands to strategically navigate this period to avoid sales slumps. The conversation sets the stage for exploring practical ways brands can leverage paid marketing channels like Google, Meta, and TikTok to drive growth while overcoming these hurdles. Nikki emphasizes the importance of a full-funnel marketing approach that balances brand awareness and retargeting efforts. For emerging brands, she recommends prioritizing budget on high-impact, core channels rather than spreading resources too thin across multiple platforms. She points to the power of creative assets, noting that high-quality video content with strong hooks can significantly enhance ad performance. The discussion also delves into the benefits of utilizing creator-generated content, even on a limited budget, to make ads feel more organic. Nikki provides practical insights into optimizing campaigns with tools like Google’s Performance Max and Meta's Advantage+ to stay competitive in a fast-evolving landscape. Looking ahead, Nikki predicts a shift towards more granular audience targeting and intentional ad placements, contrasting the current reliance on broad machine learning-driven strategies. She believes that refining audience segments and focusing on specific customer tribes will yield better returns, especially as platforms like Google and Meta continue to expand their features for advertisers. Greg and Nikki agree that a holistic approach to marketing, which integrates paid media with organic strategies and owned channels, will become even more essential for brands aiming to maintain growth and navigate the complexities of the ecommerce space. Episode Links Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Nikki Lindgren LinkedIn: https://www.linkedin.com/in/nikkilindgren/ Pennock: https://www.pennock.co/ Bestever: https://www.bestever.ai/ Soona: https://soona.co/ | |||
| 24 Oct 2024 | How To Analyze & Dominate Ecommerce Search Engine Results Pages (SERPs) | 00:35:17 | |
In this episode of the 7-Figures & Beyond Marketing, Greg Shuey welcomes Boyd Norwood, VP of Marketing at Nozzle, to discuss the evolution of search engine results pages (SERPs) and their impact on e-commerce businesses. Boyd shares insights from his 20-year career in SEO and online marketing, highlighting how SERPs have become more complex, shifting from the traditional "10 blue links" to a more intricate display of product listings, AI-generated overviews, and interactive filters. The episode explores how these changes, particularly for transactional e-commerce keywords, have transformed the way brands need to think about their SEO strategies. Boyd explains that optimizing for these various features has become crucial for brands to maintain visibility and compete effectively in an increasingly competitive SERP landscape. A key focus of the conversation is the growing significance of user-generated content, such as product reviews, in enhancing SERP rankings. Boyd emphasizes that product reviews, especially when aggregated from multiple retail sites, lend credibility and improve a brand's chances of appearing prominently in product packs and other SERP features. Greg and Boyd also explore the idea that Google is moving toward creating SERPs that resemble category pages on e-commerce sites, making it easier for users to filter and select products directly from the search engine. As these features become more prominent, businesses must ensure that their product pages are optimized with rich content, reviews, and unique insights that cater to both search engines and users. The episode also introduces Nozzle, a SERP monitoring tool that provides marketers with comprehensive data on how their brands and competitors perform across various SERP features. Boyd explains how Nozzle captures every element of the SERP, from product listings to "people also ask" boxes, enabling businesses to track, analyze, and optimize their presence in search results. This data helps marketers develop strategies to dominate specific SERP features, improve SEO performance, and stay ahead in the ever-evolving e-commerce landscape. The discussion ends with practical advice for e-commerce brands: take a step-by-step approach to optimizing for different SERP elements, ensuring consistent improvement across paid, organic, and other search-related efforts. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Boyd Norwood LinkedIn: https://www.linkedin.com/in/boydnorwood/ Nozzle: https://nozzle.io/ Ecommerce SERPs Product Results & Merchant Analysis: https://nozzle.io/blog/e-commerce-serps-product-results-and-merchant-analysis/ One PAA Report To Rule Them All: https://nozzle.io/blog/one-paa-report-to-rule-them-all/ Organic Product Grids: https://brodieclark.com/google-organic-product-grids/ Google's New Category Page: https://searchengineland.com/retailers-google-new-category-page-447069 | |||
| 25 Oct 2024 | How To Drive Organic Ecommerce Growth With Programmatic SEO Strategies | 00:34:01 | |
In this episode of Seven Figures and Beyond Marketing Growth Podcast, Greg Shuey sits down with Colin Gardner, co-founder of Long Tail, to unpack the world of programmatic SEO and its transformative potential for scaling brand visibility across digital marketplaces. Colin, an economist by background with a career shaped in tech hubs like San Francisco, shares his journey through analytics roles in companies like Ancestry.com and Outdoorsy, where he developed an innovative approach to SEO. Programmatic SEO, Colin explains, is the art of deploying extensive, template-driven content that targets niche, long-tail keywords at scale—reaching audiences in specific geographies, with highly varied product or service categories. This technique contrasts traditional SEO by prioritizing broad reach over high-frequency search terms, providing brands with a cost-effective, sustainable path to boost online traffic and conversions. Colin emphasizes the importance of using the right tools and platforms to streamline programmatic SEO, which often requires specialized technical setups. Platforms like Shopify and Webflow can support programmatic SEO when enhanced by certain plugins and automation tools. Colin’s own company, Long Tail, even developed a custom plugin for Shopify to facilitate content automation, reducing the operational challenges traditionally associated with creating thousands of keyword-targeted pages. Tools such as Ahrefs and SEMrush aid in keyword research, while Airtable and WhaleSync help brands organize and sync data for content at scale. This technical ecosystem is integral to programmatic SEO, allowing brands to maximize search visibility without an extensive manual workload. The conversation highlights how programmatic SEO can be especially impactful for industries with location-based services, such as home services or vacation rentals, where demand for hyper-local search terms is high. Colin’s advice for brands considering this strategy includes leveraging AI for content creation, implementing extensive cross-linking to boost site authority, and aligning SEO efforts with PR and branding to create a unified marketing impact. By layering programmatic SEO with other channels—like social media and paid ads—brands can achieve a compounded effect, attracting a high-intent audience while lowering customer acquisition costs. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Colin Gardiner LinkedIn: https://www.linkedin.com/in/colingardiner/ Longtail: https://longtailgrowth.com/ Yonder Ventures: https://www.yonder.vc/ Ahrefs: https://ahrefs.com/ SEMRush: https://www.semrush.com/ Webflow: https://webflow.com/ Airtable: https://www.airtable.com/ Whalesync: https://www.whalesync.com/ https://www.stryde.com/ecommerce-growth-with-programmatic-seo/ | |||
| 30 Oct 2024 | How To Diagnose & Recover From A Google Algorithm Update | 00:38:48 | |
In this episode of the 7 Figures and Beyond E-commerce Growth Podcast, host Greg Shuey chats with Kristine Schachinger, a technical SEO consultant with a wealth of experience in helping sites recover from Google algorithm updates. Kristine shares her journey from web design to a specialized SEO focus, working with clients who face significant losses in traffic due to algorithm changes. Her approach centers on in-depth technical audits, distinguishing her services from traditional agencies by directly engaging with clients’ site structures and providing hands-on, custom solutions. She explains her role as a "concierge consultant," offering expertise that goes beyond standard SEO by collaborating closely with in-house teams to execute necessary improvements. During their conversation, Kristine provides essential insights on the difference between core and helpful content updates and the types of site issues that commonly trigger visibility losses. Core updates often address technical SEO problems that have been accumulating over time, while helpful content updates target content quality and can impact smaller sites disproportionately. Kristine emphasizes the importance of using tools like Sitebulb and Screaming Frog for full-site crawls, which reveal underlying issues that basic SEO reports may overlook. For e-commerce brands, she highlights the need for strong internal linking, optimized site architecture, and compressed image files, which collectively enhance both user experience and Google’s crawl efficiency. In addition to these technical recommendations, Kristine advises brands to stay patient and avoid "quick fixes" like EAT optimization, which she clarifies is a conceptual framework rather than a direct ranking factor. Recovery efforts should focus on core SEO fundamentals and be in place well before the next algorithm update to allow Google’s systems time to recognize improvements. She also stresses the value of building unique, quality links over time and staying vigilant with site structure to guard against future hits. Her pragmatic advice is clear: if a brand encounters traffic drops, prioritizing a comprehensive audit and executing fundamental changes are essential to regaining lost ground. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Kristine Schachinger LinkedIn: https://www.linkedin.com/in/kschachinger-seo/ Sitebulb: https://sitebulb.com Screaming Frog: https://www.screamingfrog.co.uk/seo-spider/ Google Incident Reporting for Ranking Issues: https://status.search.google.com Search Engine Journal/Roger Montti - How Compression Can Be Used To Detect Low-Quality Pages: https://www.searchenginejournal.com/how-compression-can-be-used-to-detect-low-quality-pages/530916/ Google Search Console (GSC): https://search.google.com/search-console Google Ranking Systems Documentation: https://developers.google.com/search/docs/appearance/ranking-systems-guide | |||
| 06 Nov 2024 | Building a Resilient D2C Brand Through Channel Diversification | 00:43:50 | |
In this episode of the 7-Figures and Beyond eCommerce Growth Podcast, host Greg Shuey sits down with Neal Goyle, an eCommerce expert formerly at Tapcart and now with Disco, a post-purchase ad network. Their discussion centers around the necessity of diversifying customer acquisition channels for long-term brand stability and growth. Neal emphasizes that relying on a single channel, especially paid social media, is risky, as seen after iOS 14’s privacy changes disrupted Facebook’s ad targeting capabilities. This change forced many brands to confront their dependency on a single platform and highlighted the importance of adopting a multi-channel approach to reduce customer acquisition costs and increase profitability. Neal draws from his experiences at Tapcart and now Disco, where he focuses on targeting the right customers with high purchase intent. Disco allows brands to appear in post-purchase checkout experiences of other brands, offering an innovative way to reach engaged buyers at the peak of intent. This strategy not only helps brands diversify beyond traditional ad platforms but also brings in customers more likely to contribute to long-term value. Neal points out that increasing LTV is crucial for offsetting rising customer acquisition costs, and understanding customer data allows brands to better navigate this complex landscape by delivering personalized experiences that resonate with customers over time. The episode also explores the value of community-building and brand fundamentals that were often neglected in the boom of paid media channels. Neal and Greg advocate for a return to foundational marketing practices, such as investing in customer relationships and fostering a loyal brand community. They advise brands to take proactive steps in exploring new channels during periods of strong performance rather than waiting until primary channels decline. By embracing data-driven decisions, developing a prudent, forward-looking strategy, and diversifying acquisition efforts, brands can position themselves for sustainable growth, even in a challenging and evolving eCommerce environment. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Neal Goyal LinkedIn: https://www.linkedin.com/in/nealgoyal/ Disco: https://www.disconetwork.com/ Tapcart: https://www.tapcart.com/ | |||
| 09 Nov 2024 | How To Scale Your D2C Brand's Reach With Automated Online PR | 00:33:52 | |
In this episode of the Seven Figures and Beyond e-commerce marketing podcast, host Greg Shuey welcomes Chris Porteous, founder and CEO of SearchEye, to discuss the transformative role of automation in online public relations. Chris shares his unique journey from finance to digital marketing, detailing how his experience led him to build an innovative PR platform that aims to make high-quality media placements accessible to companies of all sizes. Traditional PR, often requiring extensive resources and costly relationships, has historically been a luxury reserved for well-funded brands. However, SearchEye’s automated approach enables smaller brands to scale their reach by matching them with media opportunities that would otherwise be unattainable, creating a more level playing field for brand visibility. Chris highlights the delicate balance between automation and relationship-building, noting that while technology has streamlined the outreach process, the value of authentic, human connections remains irreplaceable. SearchEye uses AI to optimize pitches and personalize them to meet publishers’ criteria, effectively increasing acceptance rates and relevance. However, as automation tools flood the PR landscape, maintaining quality and relevance is becoming more challenging. Chris explains that brands can no longer rely on a “spray and pray” approach to outreach; instead, they must focus on targeted, meaningful engagements with the right media outlets to truly stand out. The episode concludes with a discussion on the broader impact of AI and evolving consumer behavior on organic marketing. Chris believes that while the rise of AI presents new opportunities for efficiency, it also heightens competition as the volume of automated pitches surges. This shift is driving brands to invest more in their identity, building a recognizable presence across multiple channels to navigate an increasingly competitive landscape. In the face of these changes, Chris emphasizes that investing in brand-building is more crucial than ever, as a strong brand is what ultimately drives sustainable growth and customer loyalty in today’s digital world. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Chris Porteous LinkedIn: https://www.linkedin.com/in/chris-porteous-9594323/ SearchEye: https://searcheye.io/ | |||
| 14 Nov 2024 | How To Build Ecommerce Content That Converts Browsers Into Buyers | 00:37:07 | |
In this episode of the Seven Figures and Beyond eCommerce Marketing Podcast, Greg Shuey interviews Steven Schneider, the co-founder and CEO of Trio SEO, a blog writing agency specializing in driving high-intent organic traffic for B2B brands but increasingly working with eCommerce. Steven shares his evolution from a college student experimenting with Amazon affiliate blogs to a successful SEO expert managing a seven-figure blog portfolio and 400 articles per month. His approach emphasizes organic growth without paid ads or social media, a method that resonates with Greg’s own experiences in SEO-driven eCommerce success. Together, they dive into the critical elements of creating content that attracts browsers and converts them into loyal buyers. A key focus of the conversation is the importance of understanding customer intent and creating content tailored to real purchase motivations. Steven advises brands to study their customers deeply, crafting content that targets bottom-of-the-funnel keywords rather than high-traffic, top-funnel terms that may not convert. He also advocates for visually driven product pages that show rather than tell, with images and videos that allow customers to connect with the product on a sensory level. This approach can make product descriptions more engaging, cutting through the noise and enabling customers to quickly determine if a product meets their needs. Steven and Greg further explore the future of SEO for eCommerce, particularly as Google continues to evolve its search engine results pages to retain users and emphasize brand visibility. Steven suggests that with these changes, SEO will increasingly serve as a brand-building channel, focusing on creating a strong brand recall so that when customers are ready to buy, they seek out a brand directly. They discuss the importance of blending written and video content, gathering customer testimonials, and optimizing user experience, which together can foster trust and drive higher conversion rates. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Steven Schneider LinkedIn: https://www.linkedin.com/in/schneis/ TrioSEO: https://trioseo.com/ | |||
| 20 Nov 2024 | Organic Pinterest Marketing: How To Turn Pins Into Traffic & Revenue | 00:41:02 | |
Pinterest is an underutilized yet powerful platform for D2C brands, offering unique opportunities to drive meaningful traffic and revenue. Unlike Instagram or TikTok, Pinterest operates as a visual search engine where users seek inspiration and actionable ideas. In this podcast episode, Greg Shuey interviews Natasha Chilcott, Director of Marketing and Sales at Marr Media Group, to explore how brands can harness Pinterest’s potential. Natasha highlights that Pinterest users engage with content differently, searching intentionally for solutions, which creates a distinct environment for marketers. By understanding this behavior and tailoring content to align with user intent, brands can tap into Pinterest as a significant driver of traffic and conversions. Success on Pinterest requires a well-structured and consistent approach. Natasha emphasizes the importance of creating keyword-driven boards and content categories that resonate with user searches. She explains how tools like Pinterest Predicts and Pinterest Analytics provide insights into trends and search behaviors, enabling brands to design strategies grounded in data. Consistency in pinning, ranging from 5–25 pins daily, ensures sustained visibility, while content variety—videos, stills, and infographics—fuels engagement. Natasha stresses that brands must focus on inspiration rather than promotion by showcasing products within aspirational or practical contexts, such as integrating furniture into a styled living room rather than showing standalone product images. Adaptability and testing are key to long-term success. Natasha underscores the need for brands to treat Pinterest as a dynamic platform where strategies evolve based on analytics and user feedback. Testing different content types, refining based on performance, and iterating with new trends ensure campaigns remain relevant. She advises brands to abandon static, one-size-fits-all approaches and adopt a flexible framework informed by short-term results and ongoing adjustments. Ultimately, Pinterest offers brands a stable yet evolving platform where creative, intentional, and data-driven efforts can lead to meaningful growth and engagement. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Natasha Chilcott LinkedIn: https://www.linkedin.com/in/natashachilcott/ Marr Media: https://www.marrmediagroup.com/ Pinterest Predicts: https://business.pinterest.com/pinterest-predicts/ Pinterest Presents: https://business.pinterest.com/pinterest-presents/ | |||
| 12 Dec 2024 | How To Set Up, Optimize, and Scale Google PMax Campaigns | 00:35:16 | |
In this episode of the Seven Figures and Beyond eCommerce Marketing Podcast, host Greg Shuey sits down with Martin McAndrew, director of the UK-based performance marketing agency Blue Thirst, to unpack the complexities of Google Performance Max (PMAX) campaigns. PMAX integrates Google's entire ad ecosystem, including YouTube, Gmail, Maps, and Display, into a single campaign format. While many marketers perceive PMAX as a “black box” due to its automation, Martin demystifies the platform by emphasizing the crucial role of high-quality data in driving success. He outlines how setting precise goals, ensuring proper data integration, and feeding the system with reliable first-party data are foundational steps for unlocking PMAX's potential. A recurring theme throughout the conversation is the importance of leveraging audience signals and high-quality creative assets. Martin explains how marketers can refine audience targeting by combining broad demographic data with proprietary customer insights from platforms like Shopify or Salesforce. On the creative front, he highlights the need for rigorous testing to identify top-performing assets, adapting strategies based on insights provided by PMAX’s asset performance reports. By balancing top-of-funnel content with conversion-driven creative, businesses can guide audiences effectively through the buying journey. Additionally, Martin discusses the use of secondary conversion events—such as tracking interactions or page views—as a powerful strategy to provide the algorithm with supplemental data for scaling campaigns. Looking ahead, Martin underscores the growing importance of automation, AI, and data warehousing in digital marketing. As platforms like Google, Meta, and TikTok continue to prioritize automated solutions, he argues that the differentiator for businesses will be their ability to collect, analyze, and utilize first-party data. Brands that invest in understanding their customer behavior and provide actionable data to these systems will maintain a competitive edge. With his actionable tips on scaling budgets, optimizing ROAS, and overcoming plateaus, Martin equips listeners with the tools to navigate the ever-evolving world of paid media. This episode is a must-listen for any marketer looking to master PMAX and future-proof their advertising strategies. Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/ Martin McAndrew LinkedIn: https://www.linkedin.com/in/martinmcandrew/ Blue Thirst: https://www.bluethirst.co.uk/ | |||