eCommerce Evolution

The thought of going International with your eComm business is both exciting and scary. It also seems like a HUGE undertaking. New tax codes, laws, and confusing acronyms to deal with like VAT and GST. Plus we still have the dated mindset that says we only expand internationally once we’ve maximized what we can get here in the good ole U S of A.   Kevin Sanderson will challenge your thinking and bust some myths to help you go international much sooner than you possibly thought…maybe right now. Here’s what we discuss:

• What market you should target first when you go international
• What markets should you consider 2nd and 3rd when going International
• What are some non-obvious benefits to going international like lower ad costs and lower competition
• What about Australia?
• What steps to take and when to try your first international market
• Plus much more!

Transparency. Sustainability. Social responsibility. More than just buzz words these are now expectations that consumers have of the brands they buy from. In this episode, we dive into what it means to be a mission-driven eCommerce brand. We share lots of powerful examples like Everlane, All Birds and more. My friend Ezra Firestone’s company Smart Marketer has the perfect slogan - Serve the World Unselfishly and Profit. Now you can do the right thing by fighting hunger, helping orphans, cleaning up the environment or supporting mental health AND build a profitable brand in the process.

In this episode with Stephen we discuss the following:

• Who is the conscious consumer and how are they impacting eCommerce?
• Do companies have to go “all-in” on a mission or can this be a gradual process?
• What is “greenwashing” and why should you avoid it.
• Exploring the Mission Driven Marketing Playbook
• Plus more!

There are over 150 million Alexa devices in use today.  Google has sold upwards of 50 million of its Google Home devices.  While most devices are used primarily to listen to music or play games or control appliances like lights and heat and air…voice commerce is on the rise too.

In this episode, I interview Anmol Oberoi the Founder and CEO of Emitrr - a voice-first SaaS Platform.  We dive into voice commerce use-cases that are making an impact now. We also talk about where voice commerce is likely heading in the near future.  Here’s a quick look at what we discuss:

• How games and quizzes through voice can benefit ecommerce companies
• What voice skills to develop and launch first and how to use customer feedback to make sure you’ll have high adoption rates
• What are the most popular voice skills that customers want right now 
• How voice can build loyalty and put a “fence” around your top customers keeping competitors away
• How smart devices with screens like the Echo Show and Google’ Nest Hub might make the biggest shopping impact right away

Shopify apps are great.  Someone else spends hundreds of thousands, even millions of dollars, developing functionality that you can use for just $30 per month.   Apps on Shopify are so easy to install and so seemingly harmless that many store owners install dozens and dozens of apps - many of which they uninstall or never use.  This approach can have serious unintended consequences.

In this episode we dive into a smarter approach to apps that can help any Shopify store owner.  Here’s a look at what we cover:

• How to determine if it’s better to use an app or hire a developer to hard code a desired functionality. 
• What category of apps are best to consider now for Shopify
• What apps are almost always a bad idea
• How to tell if you have app conflict
• When should you consider apps vs. just switching to Shopify Plus
• Plus more!

It’s safe to say that your SEO approach is likely outdated.  If you’re looking for the latest hack, trick or SEO loophole - you’re barking up the wrong tree.  If you’re obsessing over ranking and traditional keywords then you may be off target.

In this episode we talk about why “intent” is now the most important word in SEO and content marketing.  We look at how search behavior is changing. We also consider how Google is indexing different forms of content like podcasts and video transcripts and what that means to us as marketers.  

In this episode we dive into: 

• The BERT Update.  What is and how it’s the nail in the coffin for old-school SEO.  
• Why is intent the most important word for SEO?
• How REI tackles intent and what you should learn from their content strategies.
• Different content types - articles, podcasts, etc.
• How do you figure out what people are searching for and asking at different stages
• How to create content and rank that content for shoppers at different stages of the buying journey.
• Plus more!

Mike Ugino is the CMO and co-founder of Sellbrite a SaaS platform for marketplace sellers.  Sellbrite was recently acquired by GoDaddy. In this episode we breakdown how Mike and his business partner Brian approached building the company with selling it in mind.  We also talk about what the acquisition process was like including saying no to GoDaddy initially. In this episode we uncover some golden ideas for scaling and exiting your business including:

• How constraints lead to creativity
• What building it to sell means and looks like
• Hitting plateaus and how to grow again
• How to know if a deal is right and saying “no” when it isn’t….even if it means turning down GoDaddy
• How to keep your culture when you sell

Who doesn’t love a good story? As humans, we’ve relied on storytelling for entertainment, education, and preservation of culture since the beginning of time. Storytelling is also for marketers.   During my first sales job at a local radio station my boss sagely advised me that “facts tell, but stories sell.” I’ve never forgotten that lesson. In this episode, I chat with the charming Jaime Cross the founder of MIG Soap. From her kitchen table to now a multi-million dollar eCommerce business Jaime has grown largely based on great products and solid storytelling.  Here’s a taste of what we cover:

• What’s the psychology behind storytelling?
• How good storytelling can increase the perceived value of a product by 2x or more.  
• Common storytelling mistakes to avoid. 
• The process MIG uses to get their overall story right…and then to get the story right for each product.  
• How to turn customer testimonials into stories
• How do you deliver your story across email, product detail pages, and more.  
• Storytelling resources

Jeremiah Allen has been driving growth for small-to-medium-sized eCommerce companies since 1997 — before the internet was cool — and has helped hundreds of company founders grow. While he still enjoys client work, in 2017, he began acquiring and building his own eCommerce brands.

In this episode, we get super TACTICAL. It’s a deluge of tips and tricks on how to improve your checkout process. There’s so much here you’ll probably want to listen to it a few times. Here’s a sneak peek at what we cover.

Tips:

• How to use a cart slide outs after you hit add to cart and why it’s effective.
•  Simple works - larger fonts, larger buttons, larger thumbnails can all create big wins.
• What % of your shoppers should hit checkout and what % should complete checkout? If you’re below these numbers you have some work to do.
• How shipping options can increase checkout.
• 4 ways to drive post-purchase upsells - fast!
• What asks and offers should you put on your thank you page.
• How an email from the founder can be your secret weapon.
• How to handle payment options.
• Plus sooooo much more.

Sayan is a serial entrepreneur and the founder of InvigorateNOW Health Sciences, an innovative health supplement brand. He’s also the creator of Sark Media Direct, a direct marketing consultancy that specializes in helping entrepreneurs grow to seven figures and beyond in the health and e-commerce industries. Passionate about combining cutting edge online marketing strategies with traditional direct response marketing, Sayan has helped his clients scale to eight figures and beyond. He’s worked with some of the biggest names in the industry, including Martha Stewart, Organifi, Zenith Labs, and more. Sayan has a knack for finding the “low hanging fruit” in his clients’ businesses. Whether it’s newspaper or radio ads, affiliate marketing or direct mail - he quickly finds the needle movers that produce results, in some cases, helping scale companies to beyond $100 Million / year. Through his consulting, he has helped a handful of entrepreneurs scale from zero to six and seven figures in their first year. A savvy investor, Sayan has stakes in three health supplement brands in addition to businesses he started from scratch. Sayan lives in New York City and enjoys spending time with family, friends and his fiancee, Amy   In this episode, we discuss buying unsold inventory in newspapers and on radio plus how to combine traditional media with digital media for profitable growth.

For our 100th episode we wanted to do something different. Rather than one guest, we invited 6 of our most popular guests we’ve ever had on the show. Since we’re wrapping up 2019, we decided to ask these super smart eComm pros what their top predictions were for 2020. They did NOT disappoint. We cover some GREAT predictions including:

• How and why some merchants will shift some of their focus away from Amazon (we’re already seeing this with Nike).
• How merchants will shift their video strategy in 2020 (will we go short form or long form?)
• Why “profitability” may be the focus rather than scale in 2020
• How SEO is shifting away from traditional keywords in 2020
• How automation is working (and how it doesn’t replace everything)
• How new privacy laws and policies will make things harder (and easier) for marketers
• Plus more!