eCommerce Evolution

Andrew Foxwell and I go way back. We recorded our first podcast together over 6 years ago!

Andrew is a seasoned expert in the advertising industry and the driving force behind a remarkable Meta agency that collaborates with renowned brands like Trek.

He also runs an amazing community of brand owners, agency owners and marketing professionals called Foxwell Founders. (Over 400 members strong and collectively spending 250 million plus per month on ads.)

Join us as Andrew shares his invaluable insights on the ever-evolving advertising landscape.

Here's a glimpse of what we cover in this episode:

• What creatives are working best right now on Meta and Google, and are TikTok-style ads worth testing on multiple platforms?
• How answering questions is essential on more platforms than just Google search.
• What strategies are working right now with different Meta campaign types.
• Why having great creatives is only valuable with proper creative testing.
• How to focus on what's really unique about your product in your ads.
• Andrew's approach of "scaling in place" and how it applies to Meta and YouTube.
• Operational AI vs. Platform AI.
• What Andrew's "not, not excited" about AI means (I tend to share his perspective).

Good ads are just the beginning when it comes to growing your business. The real game-changer lies in your landing pages. They hold the key to turning visitors into loyal customers.

That's why you can't afford to miss our latest podcast episode. We've brought together two absolute legends from OMG Commerce - Matt Slaymaker and Bill Cover - to discuss their favorite landing page tips and share real-life examples.

With over $100 million managed annually in online advertising, we've witnessed firsthand the critical role landing pages play in conversion rates and return on ad spend. They hold the power to either make or break your ad performance, while also impacting your word-of-mouth and organic growth.

Here's a look at what we cover: 

• How landing page improvements turned a skincare brand's ad campaign from a dud to a success.
• What good landing pages and amazing in-store experiences have in common.
• The 4 C's of a good lander.
• 5 tips for dedicated landing pages.
• Where to start - homepage, landing, or dedicated lander.
• How landing pages and ads work together to create winning (or disappointing) results.
• Our favorite landing page examples and a FREE swipe file of our favorites!

Khierstyn Ross has made a name for herself by successfully launching products and brands on Kickstarter. However, the crowdfunding landscape has significantly changed in recent years, particularly on Kickstarter. It is NOT the same world it was in 2019.

While the barrier to entry for launching a successful project has become higher, it's still a good fit for many clients. 

In addition to helping brands on Kickstarter, Khierstyn is also a pro at helping companies grow on Amazon. She's mastered the art of launching new products and pre-sells on Amazon. 

Here's a look at what we cover:

•  What products do well on Kickstarter, and what products usually flop?
•  What kind of $ do you need to invest for a successful Kickstarter launch?
• When to launch a new product on Shopify vs. Kickstarter.
• How to build a brand on Amazon.
• What kind of results should you expect when launching on Kickstarter?

Liz Germain is a YouTube PRO and a repeat guest on the show! We first met when I was speaking at an eCommerce event held at the YouTube LA Offices. 

Liz is responsible for well over 200 million organic views on YouTube and has worked and consulted with some of the top influencers online today. 

Here’s a look at what we cover:

• The three types of content you should create on YouTube and how to approach each.
• How search-driven views only account for less than 10% of total watch time on the platform.
• The 4 phases of creating a massive following on YouTube.
• The metrics YouTube cares about and you should obsess over.
• How YouTube ads and YouTube organic do NOT mix, but how you can still leverage both for growth.

Steve is a legend in the eComm space. He is not only the store owner of Bumblebee Linens, but also the host of the highly successful marketing podcast, "My Wife Quit Her Job,” which ranks among the top 25 in its category. He has been successfully running an eComm event for 7 years, and it is one of my favorite events to attend and speak at.

He’s also the author of a brand new book - The Family First Entrepreneur.

His impressive combination of experiences gives him a unique perspective on eCommerce and entrepreneurship.

Here is a look at what we cover: 

• How to grow using lifecycle marketing when only 12% of your customers buy more than once.
• How Steve thinks about customer buckets to grow cross-sells, upsells, and repeat orders.
• How Steve and his team use Chat GPT4 to 10x their organic traffic.
• What’s the future of AI and white-collar jobs?
• How Steve thinks about pricing and why they no longer offer deep discounts.

Aaron Sheehan and I go way back. We first met when Aaron used to work for an agency that OMG supported.

Now, Aaron is the Director of Competitive Strategy at BigCommerce. He brings a fresh perspective on the eCommerce industry, and a unique point of view on eComm platforms and the future of eComm technology.

Coincidentally, his office is only a quarter of a mile from mine. In hindsight, we probably should have recorded this show in person.

Here’s a look at what we cover:

• What is Headless, and how does it compare to Composable? Are these just buzzwords or trends that are here to stay?
• Aaron’s and my take on the state of eCommerce and why we see a prevailing “cautious optimism.” 
• The eCommerce trends Aaron is most excited about and what omnichannel means today (vs. what it meant 10 years ago).
• When should you consider upgrading your tech stack, and where does the BigCommerce offering fit in the marketplace?

What got you here won’t get you there. 

What will it take to reach your next big breakthrough?

Whether or not we want to admit it, we all have limiting thought patterns that create a sort of blindness, preventing us from seeing breakthroughs. 

I first met Will when he was the Head of Growth for Organifi. He helped grow the brand from an $18 million per year run rate to a $100 million per year run rate in short order. 

In today’s episode, Will Hughes wants to help you think differently. And not just a philosophical kind of thinking, but big, business-altering, breakthrough kind of thinking. 

Here’s a look at what we cover:

• The remarkable story of the Hollywood Blacklist and how we can find treasure in what others are rejecting.

• Using creative thinking as a competitive advantage.

• How to avoid being a copycat (while still paying attention to competitors).

• What Google vs. Yahoo can teach us as entrepreneurs. 

• The power of reticular activators.

What got you here won’t get you there. 

What will it take to reach your next big breakthrough?

Whether or not we want to admit it, we all have limiting thought patterns that create a sort of blindness, preventing us from seeing breakthroughs. 

I first met Will when he was the Head of Growth for Organifi. He helped grow the brand from an $18 million per year run rate to a $100 million per year run rate in short order. 

In today’s episode, Will Hughes wants to help you think differently. And not just a philosophical kind of thinking, but big, business-altering, breakthrough kind of thinking. 

Here’s a look at what we cover:

• The remarkable story of the Hollywood Blacklist and how we can find treasure in what others are rejecting.
• Using creative thinking as a competitive advantage.
• How to avoid being a copycat (while still paying attention to competitors).
• What Google vs. Yahoo can teach us as entrepreneurs. 
• The power of reticular activators.

Online marketers can learn a LOT from direct response TV (DRTV) ads. 

• The power of an irresistible offer.
• The art and science of a problem-solution ad.
• The appeal of a “magic product demonstration.”

To name a few!

This episode features Jordan Pine, a seasoned DRTV veteran who has also had success in the online marketing space. I wanted to pick his brain on how to be successful with DRTV. I’m convinced that some of the lessons he knows and that other DRTV pros know can be leveraged by online marketers. Recording this episode was an absolute BLAST! We went a full hour, and I could have easily continued for another couple. It was fun and insightful! Here’s a look at what we cover:

• The “Divine 7” for choosing the right product to advertise.

• The 10 TNT (Tried-and-True) elements of DRTV.

• Why the Ginsu Knife commercial belongs in the DRTV Hall of Fame.

• The “problem scale” and how to use it to analyze a product and the strength of a problem/solution opening. 

• Gluing people to ceilings, running over flashlights with tanks, and other “torture test” product demos.

• Lessons from the Godfathers of marketing like Claud Hopkins, Rosser Reeves, Joe Sugarman, and more.

Online marketers can learn a LOT from direct response TV (DRTV) ads.

• The power of an irresistible offer.
• The art and science of a problem-solution ad.
• The appeal of a “magic product demonstration.”To name a few!

This episode features Jordan Pine, a seasoned DRTV veteran who has also had success in the online marketing space. I wanted to pick his brain on how to be successful with DRTV. I’m convinced that some of the lessons he knows and that other DRTV pros know can be leveraged by online marketers. Recording this episode was an absolute BLAST! We went a full hour, and I could have easily continued for another couple. It was fun and insightful! Here’s a look at what we cover:

• The “Divine 7” for choosing the right product to advertise.
• The 10 TNT (Tried-and-True) elements of DRTV.
• Why the Ginsu Knife commercial belongs in the DRTV Hall of Fame.
• The “problem scale” and how to use it to analyze a product and the strength of a problem/solution opening.
• Gluing people to ceilings, running over flashlights with tanks, and other “torture test” product demos.
• Lessons from the Godfathers of marketing like Claud Hopkins, Rosser Reeves, Joe Sugarman, and more.