2X eCommerce Podcast

Adrian Salamunovic is the founder of CanvasPop, which was bootstrapped to 8-figures using mostly earned media and PR. He is now an advisor to a good number of eCommerce companies and coaches them on how to use PR to grow their businesses.

He recently published a book about PR called FREE PR. We go through a number of ways to generated PR for your online store:

• Positioning: Position Value
• User High Concept Pitch - e.g. My company is the Uber for ….
• Define Target Market

Use Press Releases for...

• Product Launches
• Announcements
• Evergreen
• Product Reviews

Remember that you are pitching a Peacock company NOT a pigeon.

 

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SPONSORS:

This episode is brought to you by:

Klaviyo 

If you’re looking to grow your business there is only one way—by building real, quality, customer relationships. Most marketing software will claim they do this, but will never deliver on their promises. You need to demand more from your marketing software that’s where Klaviyo comes in. Klaviyo helps you build meaningful customer relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.   That’s why 10,000 innovative brands have switched to Klaviyo. What’s their secret to building customer relationships? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbffor more.  

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Here's a summary of actions to take to drive 10X growth in 2019.

1. Acquisition - The one channel strategy is over
2. Checkout - Upsell upsell upsell - Upgrade your checkout and post-sales processes - AO.com, case in mind
3. Email automation is key - get your flows in order for 2019. Most important flows, welcome series, cart abandonment series, win-back, up-sells,
4. 10X Your Top of the Funnel Traffic - e.g. a YouTube channel, Video, regional TV advertising 
5. Run Flash Sales
6. Evaluate customer feedback - get feedback from customers, customer support logs. Know what is marketing saying?
7. Personalize your brand. Double down on your brand story and amplify

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SPONSORS:

This episode is brought to you by:

Klaviyo 

If you’re looking to grow your business there is only one way—by building real, quality, customer relationships. Most marketing software will claim they do this, but will never deliver on their promises. You need to demand more from your marketing software that’s where Klaviyo comes in. Klaviyo helps you build meaningful customer relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.   That’s why 10,000 innovative brands have switched to Klaviyo. What’s their secret to building customer relationships? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbffor more.

★ Support this podcast ★

On this episode, we interview the founder of a company that absolutely blew Black Friday & Cyber Monday Sales by realising over $750,000 in sales with NO FACEBOOK ADVERTISING + AND BY SENDING ONLY 2 EMAILS.

They utilized a combination of the following:

• Influencers
• Weekly email newsletters to prime up their audience
• They only ran a Black Friday event
• Paused over the Weekend
• And then Ran a Cyber Monday event

CBD products have restricted advertising on both Facebook and Google and so their marketing options are highly limited. That being said, they have a brilliant range of products that have an extremely strong return customer rate. They also take customer experience very seriously, they dispatch all orders that arrive before 1 pm on the same day and have a dedicated and expanding customer services team. 

It was an incredibly successful Black Friday and Cyber Monday event.  

 

 

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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.

   

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On this episode, we interview a Kris Sugatan, a Facebook marketing expert that helped a women’s clothing brand generate $400k in sales with 7.14x ROAS over CYBER WEEK   They executed the campaign in 4 steps     1. Hyped customers up before the actual sales.  They created a landing page for the VIP customers and a messenger bot sequence.  People who wanted to get an additional 10% discount during the black week had to either enter their email address or click on the image of our JSON ad.  After they clicked on the messenger, they had to comment "I want in" so they subscribe to our messenger bot.  Once they subscribed either by email or messenger, they were sent 2 follow up messages prior to the black weekand 2 messages during the VIP sale(which was live from Monday to Wednesday).  On the first day of the sale, they made $140,000 in revenue spending only $4,000 on ads.    2. Created an event for "Black Week" by posting similar content as to in the emails and messenger bot.  Since event updates are shown on the notification tab, customers were hit by us everywhere   3. During the black week, they ran Campaign Budget Optimised (CBO) Campaigns running.  They split the campaigns into warm and cold audiences. 80% of  budget was allocated to our warm audience (engaged with FB, IG, Website Visitors, past purchasers etc.)  ROAS from the warm audience was over 10x after the entire week.  For the cold audience, they dedicated 20% of their budget. It wasn't converting too well, but it was still profitable. 5x+ ROAS.  They noticed that CPMs for warm audiences didn't increase as much during the whole week, but for the cold audience, it increased 2-3x.  Which leads us to the preparation stage..   4. 2 months prior to the sale they scaled up our ad spend from 20-30k/monthly to 50-60k/monthly.  Their main goal was to increase the size of their warm audience and, of course, to at least breakeven (3x ROAS) or even be profitable.  So by increasing the size of our warm audience, they had more people to advertise to with a lower price during the black week.      Connect with Kris on sugatan.io.   

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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.

   

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On today’s episode I interview Rich Krolikowski, e-Commerce Manager at Sunski - a San Francisco California based start up designing lightweight, durable, and polarized sunglasses. Go over their email marketing strategy for Black Friday that resulted in a 50% Year over Year increase in revenue.   Here are summary points about SunSki  

• Target demographic of 25-35-Year-Olds
• They have been business for about 6 Years - since 2012
• They extended their distribution business online in 2015, 3 Years Online
• SunSki sells lightweight sunglasses made from both polycarbonate and recycled plastics 
• They intend to move to a fully recycled plastic range soon
• Their customer acquisition efforts are primarily based on Email and Facebook advertising 
• They transitioned from Mailchimp to Klaviyo this year and marketing automation has made a significant positive impact on their bottom line.

  Their Black Friday Campaign The scaled back promotions in October 2018 in preparation for the holiday push so as not to overstretch the database. Their Cyber week was their largest discount of the year: it was a flat out 35% OFF Sale They adjusted their abandoned cart sequence and welcome series with a Black Frida theme They also created a pseudo welcome series for new customers      Warm Up Emails 3 Days prior to prime up list Few hours prior to Midnight    Their traffic and sales peaked in the early hours of Black Friday following the announcement  They however had the most sales on Cyber Monday They extended through from Tuesday to Friday  Sending emails a total of eight times.      Some other points They sent out an Early Access email to only their VIP customer list on the day before Black Friday. Everyone else got their offer on Black Friday when it officially launched. A number of customer made multiple orders as a result of their extended sales.   

 

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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 ★

This is an announcement about the upcoming shows this week on Monday, Wednesday and Friday.

We will be covering the marketing strategies employed by successful retailers over Black Friday.

 

 

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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 ★

Joshua March is the Founder of the Digital customer care platform, Conversocial and Author of Message Me.

Joshua is a seasoned Messenger expert, and his company's platform uses the Messenger platform as a customer service delivery point that has been used by leading ecommerce brands such as Gymshark, Google, Tesco, Audi and the BBC,

We talk about how and why customer services is moving to the Messenger platform and how to leverage this new opportunity of serving your customers better.

 

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SPONSORS:

This episode is brought to you by:

KLAVIYO 

Klaviyo is THE game-changing email automation tool specifically built for scaling eCommerce businesses.

BEYOND BLACK FRIDAY

Check out Klaviyo's new Video Docu-Series, Beyond Black Friday.

Where they follow three unique ecommerce brands keeping the momentum going year round.

It is a 12-part series that will premiere a new webisode each week. They'll start with Cyber Weekend preparations, cover the holidays and beyond. They promise to share marketing strategies that'll take your business to the next level.

★ Support this podcast ★

Scott MacDonell launched television advertising for LegalZoom.com and scaled it to almost $20 million in spend annually.  He wrote the first Wix.com TV ad is currently working a new campaign for a very large hardware and software enterprise company. His biggest success was with LegalZoom. It made an immediate and lasting impact on their media mix, ROI, and brand awareness. On this episode, Scott takes us through,

• The key reasons the LegalZoom.com TV ad campaign turned out to a success
• How they started out with radio advertising
• How to use hosts to read the ads and speak about your company conversationally
• Getting out a promo
• The importance of selling a mass market appeal product on TV in order increase your chances of success 
• Attribution to TV - life in brand search, direct search, toll free number, coupon code and
• Media mix monitoring

The Direct Response Ad Structure:

1. Find a Problem - could be
2. What is the Solution
3. Why should we believe the Solution - Social Proof
4. Why you should act on it today! urgency ACT

 

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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 ★

On today’s episode, we talk about how to use video to get attention and drive sales.  Jeff Rizzo is the Co-founder of product review YouTube channels: RIZKNOWS and The Slumber Yard,  They have managed to spin their YouTube channels to a hugely popular website, and a shopping-focused mobile app.  They primarily focus on providing honest, helpful reviews and comparisons of popular consumer products, including mattresses, headphones, fitness trackers and more.  The combined the two channels have more than 400K subscribers and garner over 4 million views per month. My company currently employs 10 individuals in addition to my business partner and is on track to exceed $2.5 million in revenue this year. Jeff’s Formula to creating videos:

1. Helpful
2. Entertaining
3. Concise
4. Personable

 

 

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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 ★

Mitch Gruber is an Account Executive at Klaviyo, who has worked on over 350+ Klaviyo email accounts.

If you are behind on email marketing for next week’s BIG Black Friday and Cyber Monday Sales event, listen in as we cover exactly what you need to have in place over the coming days to rev-up sales.

Mitch talks about the 4 MUST have Flows:

1: Abandoned Cart 2-3 emails sent, 1 hour, 1 day and 3 days after abandonment

2: Browse Abandonments 1-2 emails

3: Welcome Series Lock it down - messaging important - brand overview - your WHY get people involved in the brand - set your customers for success

4: Post Purchase Follow up Thank you that engages the customer

We also cover

• The best times to send your broadcast emails?
• Segment VIP customers from teaser emails as they will shop anyway
• Have different offers Black Friday and CyberMonday in order to drive repeat purchases
• Time Zone targeting e.g. 8AM should be 8AM on all time zones.

 

 

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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 ★