2X eCommerce Podcast

2X eCommerce Podcast

By Kunle CampbellBusinessMarketing
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2X eCommerce Podcast episodes

  • SE3 EP30: Scaling Your Campaign AdSets (DAY 4) ~ Pillars of a Rock Solid Facebook Ads Strategy

    For media buying specific to eCommerce, check out 2xmedia.co.

    4 Ways of Scaling a Campaign   Campaign doing well - what do you do to SCALE up?   OPTION 1: Increase Budget Gradually Increase daily budget by 20% every 3 days The algorithm needs 2-3 days to adjust. The first day of SCALE, ROI may be negative. Change the budget within the first 3 hours after midnight of the ad account time zone   OPTION 2: Duplicate Winning Adset - Vertical Scaling Leave existing working adsets Duplicate the adsets and adjust the budget between 50-300% DO NOT touch a working ad set    OPTION 3: Horizontal Scaling Strategy 5-10 duplicates of the same adset and carry out 20% increments every 3 days     OPTION 4: Product Scaling Adding more products and testing these new products on Facebook   OPTION 5: Export you winning ads from an existing Ad account  Export you winning ads from an existing Ad account to a new ad account. Ad accounts have a different performance.

     

     

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    SPONSORS:

    This episode is brought to you by:

    .STORE

    .STORE domains are getting mainstream adoption by brands such as Emirates (www.emirates.store), Jimi Hendrix (www.jimihendrix.store), and F1 (www.f1.store).

    If you want a short and snappy domain name for your retail brand or your online store, you can now get a .STORE domain name for just £4.99 or about $6.99 using the coupon code 2XSTORE at www.get.store. 

    and

    Klaviyo 

    Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

     

     

    ★ Support this podcast ★
    21 min
  • SE3 EP29: Creatives and Placements (DAY 3) ~ Pillars of a Rock Solid Facebook Ads Strategy
    Creatives for Facebook Advertising: Video is King The aim of every Facebook advertising ad campaign is to go VIRAL   Facebook,  Instagram,  Messenger, and  Audience Network   Retargeting Patience Budget - you need 7 days tasing on most occasions.   Remember that Instagram/ Facebook/ Messenger are very different placements. Try to separate ads running on Instagram News Feed, Instagram Stories, Facebook News Feed, Sponsored Messages and Messenger Home for all of our campaigns. This was you make ads that really native to each placement.   Ad Level Metric:  Negative Feedback A score based on the number of times people hid your ad or chose not to see ads from you. Your ad's negative feedback level can be low, medium or high. If your ad gets a lot of negative feedback, it means people have indicated they don't want to see it anymore.   Positive Feedback An estimated score based on the number of times people are expected to interact with your ad (example: reacting to a post, clicking a link) and help you achieve your objective. Your ad's positive feedback level can be low, medium or high. The higher your ad's positive feedback level, the better people are expected to respond to it.  

     

    ---

    SPONSORS:

    This episode is brought to you by:

    .STORE

    .STORE domains are getting mainstream adoption by brands such as Emirates (www.emirates.store), Jimi Hendrix (www.jimihendrix.store), and F1 (www.f1.store).

    If you want a short and snappy domain name for your retail brand or your online store, you can now get a .STORE domain name for just £4.99 or about $6.99 using the coupon code 2XSTORE at www.get.store. 

    and

    Klaviyo 

    Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

     

     

     
    ★ Support this podcast ★
    21 min
  • SE3 EP28: Budget and Bidding - Ad Auction (DAY 2) ~ Pillars of a Rock Solid Facebook Ads Strategy
    A fundamental understanding of Facebook Advertising is that like Google AdWords and even eBay it runs on an AUCTION system called Ad Auction.   For each ad impression,  Facebook's ad auction system selects the best ads to run based on two criteria  1: The Ads' maximum bids and  2: The Ad performance.    Ads perform against each other. Facebook only charges you the bid necessary to win the auction.  The bid that eventually wins the auction may be lower than the maximum bid you've set for your ads, so we recommend you enter your true maximum bid.   Targeting can be hugely important because… it ensures you reach a relevant audience that's more likely to engage with your ads.   A couple of tips: - Go broad for cheaper clicks and conversions - Walk up the ladder technique: in order to maximize conversions, optimize towards the highest intent event that has enough data e.g.  - Initially go broad on placements   Pay attention to the user experience: monitor feedback and improve your landing page: Facebook factors in web page load times when determining user value. Ensure landing page mobile devices are optimised.   - Minimize landing page redirects, plugins, and link shorteners and compress large files - Utilize multi-region hosting to improve server response time - Use a high-quality Content Delivery Network (CDN) to reach audiences quickly - Remove render-blocking javascript

     

     

    ---

    SPONSORS:

    This episode is brought to you by:

    .STORE

    .STORE domains are getting mainstream adoption by brands such as Emirates (www.emirates.store), Jimi Hendrix (www.jimihendrix.store), and F1 (www.f1.store).

    If you want a short and snappy domain name for your retail brand or your online store, you can now get a .STORE domain name for just £4.99 or about $6.99 using the coupon code 2XSTORE at www.get.store. 

    and

    Klaviyo 

    Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

     

     

     
    ★ Support this podcast ★
    27 min
  • SE3 EP27: Audiences and Targeting (DAY 1) ~ Pillars of a Rock Solid Facebook Ads Strategy
    Episode 1: Audiences and Targeting   On this episode, I about going to be talking about the pillars of a rock solid Facebook advertising Strategy.   Audiences and Targeting Bidding and Budgeting in the auction Creative   Before I start that I want to talk about how important it is to have a validated product. If you have a product people want, you are using Facebook to find more people at scale that want your product.   Most other elements in Facebook advertising, support the above.   MJ DeMarco author (Millionaire Fastlane/Unscripted If your business stops when you stop advertising, you have a product problem #profound Aim for a "productocracy" which is a product that PULLS vs PUSHES:  1 new customer = 2 thru word of mouth.  A productocracy survives and grows without advertising.  If your business stops when you stop advertising, you have a product problem.  An ad-dependent business = PUSH.     Audiences So let us talk Audiences When you hear about the advantages of marketing on Facebook, be it organic or Facebook advertising,  you always hear about the number of monthly active users. Facebook has about 2.2 billion active users.   As an ecommerce brand, you are going to have to initially figure out segments within this 2.2 billion base that will make ideal potential customers.  This is where targeting comes in.    On Facebook, you have the following targeting options: Cold audience targeting Custom Audience Targeting   Then as your custom audience targeting matures, you can eventually use what I term the power of Facebook audience targeting: Lookalike Audiences  

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    SPONSORS:

    This episode is brought to you by:

    .STORE

    .STORE domains are getting mainstream adoption by brands such as Emirates (www.emirates.store), Jimi Hendrix (www.jimihendrix.store), and F1 (www.f1.store).

    If you want a short and snappy domain name for your retail brand or your online store, you can now get a .STORE domain name for just £4.99 or about $6.99 using the coupon code 2XSTORE at www.get.store. 

    and

    Klaviyo 

    Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

     

     

     
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    21 min
  • SE3 EP25: ♺ Categories of Ecommerce Business Models ♺

    Hello! This is Kunle Campbell of the 2X eCommerce Podcast Show...THE Podcast dedicated to Strategic Growth for Online Retailers. You, my listeners, either ask me questions on Twitter using the hashtag #2XeCommerce OR I teach you about specific MARKETING tactics geared to helping you sell more in your online store…

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    What Kind of eCommerce Business do you run or intend to run?

    Creating a compelling value proposition requires a grounded understanding of your business model. Besides building an ‘online retail’ business or ‘doing eCommerce’, you need to answer five fundamental questions, that will solidly define your business model.

    The options you choose uniquely categorize your online retail business model and help you refine your value proposition. Here are the five questions to answer; remember these apply to both growing eCommerce businesses and start-ups:

    1. What is our product range focus now and in the mid-term?
    2. Are we a Direct to Consumer (D2C) brand, Merchandisers or a Hybrid?
    3. What is our vertical and what specific niche in this vertical is our focus?
    4. How do we want the market to perceive value? By price, function/product quality or a luxury
    5. How replenishable are the products that we will be selling?

    When you get into detail and answer each of the above questions, you will have a fine-tuned eCommerce business model and will arrive at your value proposition.

    If you already have a value proposition, you will find that most of all of the key elements in it fit the above categories.

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    PHYSICAL PRODUCT BUSINESS PODCASTRemember we now have a sister video podcast: PHYSICAL PRODUCT BUSINESS PODCAST. You can subscribe on either YouTube, SoundCloud or Medium for updates:

    Subscribe on iTunes: https://itunes.apple.com/podcast/physical-product-business/id1181834388

    Subscribe on YouTube: https://www.youtube.com/channel/UCfZrWNt4L8CQqdulAOv2n6g

    Subscribe on SoundCloud: https://soundcloud.com/physicalproductbusiness

    Subscribe on Medium: https://physicalproductbusiness.com/

    ★ Support this podcast ★
    22 min
  • SE3 EP24: How Direct to Consumer (D2C) Brands, MVMT, Casper, Brooklinen Use Facebook Ads & Paid Social Ads to SCALE

    On this episode of the 2X eCommerce Podcast Show, we are going to talk about how rapid growth direct-to-consumer (D2C) eCommerce brands use Paid Social Media to scale quickly.

    I am joined by Steve Dinelli, the founder of direct response agency, Blackbird Garage. Over the last 3-years, Blackbird Garage has helped 6 D2C retail brands exceed $60 million in revenue in less than one year. The specialise in paid customer acquisition on Facebook, Pinterest and Google Adwords.

    Steve Dinelli and his team help companies scale quickly through business consulting while simultaneously managing profitable growth on Facebook, Google, and Pinterest.

     

    Blackbird Garage works with rapid growth direct to consumer brands such as Hello Fresh, MVMT, Casper, Brooklinen among others.

    Do stay tuned!  

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    SPONSORS:

    This episode is brought to you by:

     

    Klaviyo 

    Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

     

     

    ★ Support this podcast ★
    42 min
  • SE3 EP23: How Teddy Stratford Zip Fit Shirts Built a Strong Memorable Brand Story w/ Bryan Davis
    On this episode of the 2X eCommerce Podcast Show, I have a discussion with the founder of Teddy Stratford Zip Fit Shirts, Bryan Davis about how he was able to build a rock solid brand story for his menswear brand, whilst staying authentic to his core values.    I came across a Teddy Stratford video Ad on Instagram and was blown away by about not only how clever their product was but also how succinct, and memorable the presentation of their brand story was presented.   I saved the ad, and then attempted to reach out to the founder of the brand. Bryan obliged to the request of coming on the show.   On this episode, he breaks down the actual story and his team's thought process of framing the story as bite-sized videos for social media.    We are going to talking about the DNA of Facebook Advertising and all Advertising A STRONG, MEMORABLE BRAND STORY   Here's a link to the video I watched on IG.   Do stay tuned!  

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    SPONSORS:

    This episode is brought to you by:

    .STORE

    .STORE domains are getting mainstream adoption by brands such as Emirates (www.emirates.store), Jimi Hendrix (www.jimihendrix.store), and F1 (www.f1.store).

    If you want a short and snappy domain name for your retail brand or your online store, you can now get a .STORE domain name for just £4.99 or about $6.99 using the coupon code 2XSTORE at www.get.store. 

    and

    Klaviyo 

    Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

     

     

    ★ Support this podcast ★
    49 min
  • SE3 EP22: March 2018 Ecommerce Round Up - What You Should Know
    On this episode I’ll be talking about key developments and news headlines in the month of March, that everyone involved in ecommerce should be aware of.
    1. Store closures: Abercrombie to close down 60 stores
    2. UK electronic’s retailers Maplin closing down
    3. Toys R Us sadly closing down and the ironic departure of Charles Lazarus at 94, Toy R Us’ founder.
    4. Facebook / Cambridge Analytica - marketing lessons for ecommerce
    5. Google’s index for SEO has gone mobile first
    6. Voice based ecommerce in full swing with Google’s ‘Shopping Actions’ to help retailers in their battle with Amazon
    I’d like to make this end-of-month roundup regular.       SPONSORS

    This episode is brought to you by:

     

    Klaviyo 

    Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

       
    ★ Support this podcast ★
    22 min
  • SE3 EP21: Instagram is the Most Widely Read Glossy Magazine on the Planet - How to Use it In Ecommerce
    In ecommerce people buy pictures. - they buy a transformation - they buy a solution  - they buy a narrative   Audiovisuals i.e. video helps further sell painkiller products some vitamin products such as fashion can thrive with just visuals. but if you are trying to sell the next groundbreaking blender or a ‘new way’ to do something through your product, best to get a demo video out or a series of demo videos out that nail your value proposition.   So why Instagram you will ask? well...   IG has about 30--40% organic reach vs FB's 3-5% …this is HUGE IG Stories has even much more impressive reach   The unique difference between Facebook and Instagram is that  People go to Instagram primarily to consume visual content  The comment, but do not bridge as a deep connection with other users   Facebook is more social People primarily go to Facebook to engage with other users and then also consume content.   Instagram allows for content consumption - this is a KEY Point to note   IG Is about LIFESTYLE - it is the headquarters and #1 destination for narcissism on the internet   Egotism is the drive to maintain and enhance favourable views of oneself, and generally features an inflated opinion of one's personal features and importance. It often includes intellectual, physical, social and other overestimations   narcissism excessive interest in or admiration of oneself and one's physical appearance.   This is how I get the most out of Instagram in the Context of ecommerce Organic Traffic and Data - Test Group
    • I post regularly on IG in a bid to drive organic traffic
    • Remember that the only clickable unit on IG (before shoppable, posts) is the bio link
    • So all my product focused posts have a CTA to click the bio link
    • I use Later.com’s bio link feature to link directly to product pages
    • I study this data
    • I study Instagram’s insights reports
      Influencers for Traffic
    • hire influencers 
        Advertising
    • We know exactly what products to include in our carousels
    • High engagement does not always correlate with sales - so study both your sales data and engagement data
        Create demand for your brand on IG   A better strategy would be to focus on organic on ig, and retarget on ig if you want to allocate some budget there. My friend Anthony has an amazing group on this. Let me know if you want to join and I can send you the link to the group!       SPONSORS

    This episode is brought to you by:

     

    Klaviyo 

    Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

       
    ★ Support this podcast ★
    22 min

About 2X eCommerce Podcast

From the publisher's feed

Hosted by Kunle Campbell, who is an operator of a portfolio of consumer brands, 2X eCommerce is a weekly podcast for ecommerce operators by ecommerce operators. We interview remarkable ecommerce founders and leading enablers of ecommerce growth, with every episode promising to give you at least one growth hypothesis or idea you can test.