Secrets To Scaling Your Ecommerce Brand

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TikTok is playing a bigger role in e-commerce, but its closed-loop attribution can be tricky, making it tough to track conversions directly—yet, it still drives sales on platforms like Amazon thanks to a powerful halo effect.

In this episode, Jordan West with guest Steven from TrioSEO. We'll explore the complexities of customer journeys on TikTok, the immense value of consistent and strategic blogging for long-term SEO success, and why personal branding and authentic content are more crucial than ever in the age of AI. Steven will also share his expert insights on creating a balanced approach that combines SEO with PPC to drive sustained traffic and sales. Whether you’re struggling with attribution challenges on social platforms or looking to build your brand’s authority through content

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Key takeaways from this episode:

• TikTok Strategy and Attribution: TikTok’s growing role in e-commerce is hindered by attribution challenges, but ads still boost sales on other platforms like Amazon through a halo effect.
• SEO and Blogging: Blogs strengthen SEO by enhancing category pages, with SEO being a long-term game requiring a balanced approach of content, technical SEO, and backlinks. PPC complements SEO for a well-rounded strategy.
• Authenticity and Personal Branding: Personal branding is key, as it resonates more with audiences than AI-generated content.
• Steven Schneider's Offers: Steven is active on LinkedIn, offering three free blog articles (worth $1200) for the first month, with a focus on blogging over backlinks.
• SEO Tools: Quality data sources like Semrush and Ahrefs are essential for data-driven blogging.
• Hiring an SEO Agency: Human expertise in SEO is valuable for long-term results, offering sustainable traffic versus PPC’s temporary boost.
• Social Commerce and Blogging: Blogs capture research-based traffic and support social commerce sales.
• Host Jordan West's Perspective: While PPC is great for immediate results, blogs are a lasting, owned asset for consistent traffic—illustrated by examples like a hiking brand targeting product-specific blog content.

Today’s Guest: 

Steven Schnieder, an expert in blogging and SEO. He is currently connected with TrioSEO, where his title is presumably related to his expertise in B2B blogging services and SEO management. Schneider's background includes a significant shift from an interest in finance and an MBA to becoming a seasoned professional in SEO and affiliate marketing. He has managed extensive content operations, producing 300-400 articles monthly at his peak, and now leverages his substantial experience to help ecommerce brands build long-term content strategies through blogging and keyword optimization.

Recommended Apps/Tools:

Semrush: https://www.semrush.com/

Ahrefs: https://ahrefs.com/

Upstackified: https://www.upstackified.com/

In this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income.

Learn more here: Revenued

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Explore cash flow strategies, like leveraging pre-sales for inventory, using ad platform invoicing, and credit extensions to scale e-commerce businesses. Personal insights highlight supplier negotiation, inventory management, and low-risk financing for growth.

In this episode, Jordan West with guest Grayson Cross gets into the nuts and bolts of cash flow management and financing for e-commerce brands. Grayson shares practical strategies for leveraging customer pre-sales, utilizing monthly invoicing options from major ad platforms, and optimizing credit cards and invoice financing services to extend payment timelines. 

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Key takeaways from this episode:

• Embrace Change:
  Change is essential for growth despite its challenges.
• Leverage Pre-Sales:
  Pre-sell limited editions to fund inventory, as seen in the gaming industry.
• Personal Interaction:
  Founders should engage customers through personal digital content.
• Ad Platform Payments:
  Use invoicing from platforms like Facebook and Google to manage cash flow.
• Smart Credit Use:
  Utilize credit cards like Amex Plum with net 60 terms, and tools like Ampla for extended payment terms and rewards.
• Invoice Financing:
  Services like Settle and Melio offer extended payment terms to ease cash flow.
• Tiered Financing:
  Use a mix of financing options strategically, from asset-based lending to revenue-based financing.
• Supplier Negotiation:
  Build strong supplier relationships and negotiate better terms for improved cash flow.
• Inventory Management:
  Keep inventory aligned with sales; use solutions like Portless for better flow and shipping.
• Strategic Debt:
  Leverage debt wisely for growth, balancing risks and rewards.
• Post-COVID Strategy:
  Adapt to post-COVID challenges to sustain growth.
• Entrepreneurship Reality:
  Entrepreneurship requires practical knowledge and self-awareness.
• Cash Flow Priority:
  Keep OpEx under 20%, using a mix of financing tools, and maintain accurate accounting methods.
• Hierarchical Financing:
  Start with low-risk options like supplier terms before exploring riskier financing models.

Today’s Guest: 

Grayson Cross, a proven serial entrepreneur and the head of growth as well as a full partner at Weekend Digital. Weekend encompasses various branches including investment, digital, studios, and motorsports. Grayson has deep expertise in digital marketing and media buying, having started his entrepreneurial journey at the young age of 14. With a robust background that includes managing significant sales for a leading firearm accessory brand and working closely with notable industry figures like Taylor Holiday, Grayson is adept at helping businesses scale and achieve substantial exits, particularly through effective cash flow management and lean operational strategies.

Recommended Apps/Tools:

Portless: https://www.portless.com/ 

Growth Plan: www.upgrowthcommerce.com/

In this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income.

Learn more here: Revenued

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Understanding that the learning in Google Ads happens at the account level rather than the ad set level, which differs from Facebook ads. Responding to changes in Google's advertising platform due to increased competition and a shift towards a focus on quality score and user interaction, rewarding unique and engaging content.

In this episode, Jordan West with guest Shri, a successful ecommerce brand owner who has navigated the challenges of advertising on Google after encountering roadblocks with Facebook ads. Together, they explore the exclusive Google-only approach for a new apparel brand, diving into the TPS approach for testing, profitability, and scaling of products. 

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Key takeaways from this episode:

• Utilizing a Google-only approach for a new apparel brand due to the inability to advertise on Facebook.
• Implementing the TPS approach for testing, profitability, and scaling of products, segregating products based on performance.
• Allocating budget distribution of 80% towards cold traffic and 20% towards retargeting.
• Employing standard shopping and search campaigns initially due to lack of data, followed by brand awareness campaigns for quick traffic.
• Emphasizing demand capture and conversion using Google's display traffic and demand gen campaigns.
• Exploring the potential of YouTube shopping as an additional shopping placement with the potential to drive a majority of revenue, and the potential shift in ad buying experience on YouTube due to integration with Shopify.
• Recognizing the evolving role of Google media buyers with the addition of YouTube shorts and YouTube shopping.
• Shifting from a focus on technical aspects to creative aspects within Google ads, similar to the approach of Facebook ads.

Today’s Guest: 

Shri Kanase, is an expert in Google Ads and the owner of an ecommerce brand. Shri shares his insights and expertise in navigating the challenges of advertising on Facebook by adopting a Google-only approach for a new apparel brand. He emphasizes the TPS approach for product testing, profitability, and scaling, as well as the strategic allocation of the budget towards cold traffic and retargeting. 

Recommended Apps/Platform:

Hyros: https://hyros.com/ 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

In this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income.

Learn more here: Revenued

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We uncover the pivotal role of AI in changing the landscape for startups, with Franco sharing his insights on leveraging technology to scale businesses. Together, we explore the challenges and opportunities in e-commerce, uncovering strategies to tackle abandoned checkouts and personalized customer engagement.

In this episode, Jordan West with guest Franco Bonifaz explores the fascinating world of AI in marketing and its impact on revenue generation for brands. Franco shares insights into developing AI chatbots, utilizing SMS messaging, and the use of high average order value (AOV) products in e-commerce. The conversation also delves into the legalities of SMS messaging, the future of professional photography in the age of AI, and the potential impact of AI technology on the landscape of startups.

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Key takeaways from this episode:

• The effectiveness and reliability of GPT models like Chat GPT for understanding context and engaging with customers in e-commerce.
• The potential impact of voice agents such as 4o Mini and 4o on revenue generation and the use of AI voice cloning for communication with customers.
• The significance of email management and calendar use with products like Superhuman, recommended by the hosts for e-commerce businesses.
• The value of AI chatbots like Phantom for recovering abandoned carts and addressing product uncertainty or price are prominent reasons for cart abandonment.
• The factors affecting abandoned checkouts, including the significance of SMS messaging and the legalities associated with obtaining consent for messaging.
• The potential of AI is to fill the gap in providing personalized and technical sales experiences efficiently and at scale in e-commerce.
• The impact of AI on professional photography and the evolving landscape of business and funding with the advent of AI technology.
• The development of software products to improve e-commerce performance, with a focus on creating AI agents and leveraging technology to support business growth while keeping overheads low.

Today’s Guest: 

Franco Bonifaz, he is connected to the AI and e-commerce industry, leveraging his expertise in developing a software product called Phantom.ai, an AI chatbot designed to assist Shopify store owners in recovering abandoned carts. With a background in photography and marketing, Franco's transition to owning a software company showcases his diverse skill set and strategic insight into e-commerce and AI technology. 

Recommended Tools/Platform:

PHNTM AI: https://phntmai.com/ 

Superhuman AI: https://superhuman.com/ 

Chatgpt: https://openai.com/index/chatgpt/ 

Riverside: https://riverside.fm/transcription 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers:

In this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income.

Learn more here: Revenued

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Uncover the true power of cutting-edge data solutions and AI-driven insights as David delves into Polar Analytics' revolutionary plug-and-play data stack. Gain invaluable knowledge about creating a reliable source of truth for data activation, enabling you to make impactful decisions and drive revenue with ease.

In this episode, Jordan West with David Dokes, co-founder of Polar Analytics and former growth expert at Turo. The conversation covers a range of topics, from the significance of having a reliable source of truth for data to the evolving landscape of marketing messages and data enrichment. They unpack the secrets to scaling and navigating the complex world of ecommerce, discussing KPIs, leadership, AI, and the art of making better decisions. Tune in to gain valuable insights on achieving ecommerce success in today's dynamic market.

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Key takeaways from this episode:

• The importance of anticipating business fluctuations, as David Dokes shares his team's experience with higher-than-expected activity in August despite initially anticipating slow business.
• The current business climate is survival of the fittest, where those who understand the market thrive, and smaller agencies may struggle.
• The significance of raising funds, not focusing on competing solutions, and learning from past experiences in e-commerce growth.
• The challenges of B-to-B and B-to-C email marketing, regulation, and the motivations behind privacy initiatives.
• The necessity of detailed analytics for a digital company generating $10,000,000 in revenue, emphasizing the importance of a reliable source of truth for data.
• The increasing availability of conversion API connectors on the market and the trend of software cycles, discussing specialized point solutions and the need for a more holistic approach in software platforms.
• The challenges of data overload and the importance of a reliable source of truth for making good decisions, along with the three-step process of Polar Analytics for data activation and growth.

Today’s Guest: 

David Dokes, he co-founder of Polar Analytics and a seasoned expert in ecommerce growth and data optimization. With a background in working on growth at Turo, known as the "Airbnb for cars," David brings a wealth of experience in scaling companies and understanding the challenges of combining product-centric and growth-centric approaches in the ecommerce space. As the co-founder of Polar Analytics, David has a deep understanding of the importance of a reliable source of truth for data and the need for data activation and decision-making in ecommerce brands.

Recommended Tools/Platform:

Partcl: https://www.particl.com/

Salesforce: https://www.salesforce.com/ap/ 

Triplewhale: https://www.triplewhale.com/ 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dol

In this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income.

Learn more here: Revenued

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The concept of using a pop-up to offer discounts in exchange for learning about your brand's story and values is a fresh and effective approach to customer engagement.

In this episode, Jordan West unveils a game-changing tool that is revolutionizing email and SMS capture for ecommerce brands. He shares his discovery of a pop-up tool called Alia, which focuses on educating customers about the brand to drive higher conversions and increased customer lifetime value. Jordan delves into the success stories of brands using Alia, emphasizing the significant impact on sales and sign-ups. He also touches on the potential of the tool for ecommerce brands and his plans to get clients on board with this innovative solution 

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Key takeaways from this episode:

• The significance of innovative tools in the e-commerce space and how they can impact merchants.
• The introduction and endorsement of a new tool called Alia, which focuses on email and SMS capture.
• The impact of educating potential customers about a brand's special attributes on conversion rates and average order value.
• The success stories of brands, such as Urban Smokehouse, using the Alia pop-up and achieving significant increases in monthly sales and sign-ups.
• The suggestion to check out the Alia pop-up tool and potential benefits for e-commerce brands, along with a call-to-action to tell them that Jordan sent you.

Recommended Tools/Apps:

Alia Popup: https://apps.shopify.com/alia 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

In this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income.

Learn more here: Revenued

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The game-changing announcement that YouTube Shopping is now integrated with Shopify. Discover why this is a massive opportunity for ecommerce brands and how it can revolutionize your approach to social commerce.

In this episode, Jordan West gets into the game-changing world of YouTube shopping and its integration with Shopify. He discusses the monumental impact of YouTube shopping on the ecommerce landscape and delves into the unique advantages it offers to merchants. From tapping into a mature audience with purchasing power to leveraging influencer collaborations, Jordan breaks down the key elements that make YouTube shopping a vital channel for new customer acquisition. 

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Key takeaways from this episode:

• YouTube shopping is now integrated with Shopify Plus and advanced plans, allowing customers to check out on the Shopify platform, which means owning the customer rather than renting them from a platform like TikTok or Amazon.
• YouTube has an older audience with greater purchasing power, making it a significant platform for influencers to drive product sales and for brands to reach potential customers.
• To participate in YouTube shopping, brands need to have a YouTube page with at least 1,000 followers. Platforms such as Shopify Collabs and SORAL are suggested for finding YouTube influencers to collaborate with.
• Brands in the United States are encouraged to explore the YouTube shopping channel and consider beta testing with agencies like appgrowthcommerce for potential early access and partnership opportunities.

Recommended Tools/Apps:

Saral: https://www.getsaral.com/ 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

In this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income.

Learn more here: Revenued

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Discover the power of seamless integration with Shopify and Klaviyo, enhancing efficiency and personalization in your email marketing strategy. It's all about leveraging tech to amplify your brand's reach. The importance of regular email communication and the potential benefits of using the recommended tool for efficient, cost-effective email marketing.

In this episode, Jordan West shares his excitement about the tool and walks listeners through its features and benefits, offering insights on how it can enhance brand marketing strategies. He also discusses his personal experiences and provides a glimpse into the potential impact of this game-changing tool on the ecommerce landscape. 

Listen and learn in this episode!

Key takeaways from this episode:

• The tool is an AI email builder that allows for almost instant creation of emails, making it simple and quick to design and generate campaigns.
• It requires integration with Shopify and Klaviyo for seamless connectivity with your eCommerce platform, but it also has the option to use other ESPs like SendLane or Mailchimp.
• The tool offers different campaign types, including product features, review highlights, sales, collection features, and more, making it suitable for various marketing purposes.
• Emphasizes the importance of consistent email marketing, stating that sending at least two emails per week is crucial to maintain engagement and avoid landing in spam filters.
• Highlights the potential cost-effectiveness and time-saving benefits of using a tool like Ripple.ai, as it can significantly reduce the design costs and workload associated with email marketing campaigns.
• The potential for advisory involvement with Ripple.ai, showcasing the host's interest in building relationships with innovative companies in the eCommerce space.

Recommended Tools/Apps:

Getripple.ai: https://getripple.ai/ 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

In this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income.

Learn more here: Revenued

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Exploring ways to adapt to health-conscious trends without compromising the whiskey-making process, acknowledging the rise of the sobriety movement, and promoting conscious drinking. 

In this episode, Jordan West sits down with guest Aidan Mehigan, the founder of Natterjack Irish Whiskey, they get into the captivating world of spirits, scaling businesses, and navigating the challenges of the alcohol industry. They explore how Natterjack is redefining the whiskey experience, appealing to non-whiskey drinkers, and embracing the rise of the sobriety movement. 

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Key takeaways from this episode:

• Aidan Mehigan's aim to create a whiskey brand that appeals to non-traditional spirit drinkers and the uninitiated in the spirit space, focusing on the aspirational side of the brand's story.
• Understanding the three key factors for scaling a business - liquid, marketing, and people, and the complexities of operations, supply chain, and delivery as the brand scales.
• The necessity of compelling storytelling and leveraging direct-to-consumer (DTC) sales to drive traffic and sales in bricks-and-mortar retail, focusing on creating a narrative that grows the category rather than stealing market share.
• Utilizing platforms like LinkedIn for thought leadership and brand promotion and understanding the challenges and opportunities in the whiskey and alcohol market.
• Openness to saying yes to ideas, embracing failure as a means of learning, and the importance of failing fast and often for learning according to the Jeff Bezos principle.
• Natterjack's bold move of not playing in the traditional age statement game and aiming to appeal to non-whiskey drinkers while emphasizing quality, versatility, and learning from mistakes.
• The impact of personal experiences on handling business challenges and the entrepreneurial mindset shaped by previous experiences.

Today’s Guest: 

Aidan Mehigan, is the founder of Natterjack Irish Whiskey, a brand that aims to redefine the traditional Irish whiskey market by appealing to non-whiskey drinkers and embracing the rise of the sobriety movement. As an expert in the spirits industry, Aidan emphasizes the importance of conscious drinking, marketing strategies to reach a wider audience, and the challenges of scaling a business in the alcohol industry.

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

In this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income.

Learn more here: Revenued

Send us a text

Uncover the power of data providers and event quality matching in driving results. I delve into practical, hands-on strategies to optimize your Meta advertising campaigns.Understand the value of working with an agency to test scalable ideas and drive incrementality. Gain insights on leveraging Google for adjacent category searches and revenue growth.

In this episode, Jordan West shares his recent success story of how he rebuilt an ad account to achieve great results despite the challenges posed by Meta and new customer acquisition strategies. He walks us through the practical steps he took, emphasizing the importance of data quality, campaign structure, and testing concepts within the Meta platform.

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Key takeaways from this episode:

• The importance of using a great data provider to improve event quality matching within the conversions API.
• The recommendation to avoid using Advantage Plus due to issues seen this year with it being more of a "black box" than other products.
• Identifying top-performing ads by analyzing metrics such as frequency, CPM, CPA, cost per link click, and spend, regardless of initial CPA performance.
• Implementing a new campaign structure based on the top-performing ads, utilizing a consolidated campaign structure and a CBO ad set.
• The emphasis on testing concepts and iterating against new scalable ideas to drive incrementality and revenue.
• Highlighting the importance of understanding what truly drives revenue and incrementality in advertising, rather than only attributing the last click.
• The recommendation of working with a great agency for testing new scalable ideas and concepts and driving revenue growth.
  
  

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

In this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income.

Learn more here: Revenued