The Ecommerce Influence Podcast

Today I'm taking you behind the scenes into the Coalition, my Ecommerce coaching community for Ecommerce entrepreneurs. Every month we have a live training that dives into one aspect of growing your Ecommerce business. In this training, we are talking about the mindset shifts needed to reach 9-figure growth.

Drew Sanocki, CEO of AutoAnything and former CMO KarmaLoop, joins us and shares his experience running multiple 9-figure businesses. If you own or work with an established Ecommerce business and want to reach for that same success, this is for you.

• 8:31 The #1 prerequisite for building a 9-figure business
• 11:37 A key team characteristic at fast-growing companies
• 15:24 An unexpected truth about reinvention and the willingness to pivot
• 18:35 How to be laser-focused on your brand
• 20:10 Changing your philosophy around hiring and how to attract top talent
• 23:03 What your role as the founder actually evolves into
• 25:58 This is the #1 way to not get what you want
• 28:11 A founder's trade-off between growth and time
• 30:57 Drew Sanocki's background in Ecommerce
• 32:30 The biggest differences between a 7-figure and 9-figure company
• 34:48 When to introduce middle management to your team
• 37:27 What Drew spends the most time doing in his business today
• 44:30 Drew's philosophy on hiring and the power of networking
• 46:57 What successful founders have in common
• 50:52 The difference between being a single founder and having a co-founder
• 52:59 Putting together a board for your business
• 54:08 How to build the most wealth as an entrepreneur
• 59:02 Auditions vs Hiring: How to ensure you've found the right fit
• 1:01:16 Deciding to keep your role as the CEO in a growing company
• 1:05:43 The difference between running a software company and Ecommerce business
• 1:13:08 Believing that an exit is possible
• 1:15:07 Why we are in the Golden Age of Ecommerce

• AutoAnything
• Karmaloop
• The E-Myth by Michael Gerber
• EOS Model
• The Coalition
• Brand Growth Experts
• @a_brawn on Twitter
• Review or subscribe on iTunes

Kevin Chen is the Co-Founder and President of iRestore, a company that sells laser hair growth systems. Kevin is a long time client of the Brand Guild and when I last had him on the podcast, iRestore cracked the code on paid social and turned into an 8-figure business. Since then, Kevin's role has changed dramatically within the business, and it has continued to grow, despite unforeseen COVID-19 challenges.

In this episode, Kevin talks about creating a tight-knit organization that works remotely, increasing productivity, building company culture, team transparency, and the opportunities COVID-19 is presenting for eCommerce.

• 6:58 What iRestore's 100% year-over-year growth has looked like
• 7:36 The product launch that changed the economics of Kevin's business
• 12:33 The only two skills Kevin realized he needs to help the business succeed
• 15:18 Lessons from COVID-19 on how to future-proof your business
• 18:53 Creating an optimal work environment and strong company culture
• 21:38 The impact of working remotely on productivity
• 24:08 What Kevin's team looks like today
• 26:19 Four things to consider when hiring an agency
• 29:17 How iRestore manages their paid advertising efforts
• 31:30 The unexpected source of fulfillment for Kevin in his business
• 33:55 How iRestore is creating a better employee experience
• 36:28 The most challenging yet critical piece to your business success
• 38:50 Kevin's struggle with transparency with his team
• 41:02 Fortunate opportunities in an unfortunate time: What iRestore is doubling down on
• 44:10 The freedom COVID-19 has given iRestore
• 46:09 What Kevin attributes the businesses' largest inflection points to
• 48:38 iRestore is hiring!

• iRestore
• [email protected]
• Kevin on LinkedIn
• Podcast: Episode 197: The Inside Story Of How iRestore Scaled To 8 Figures
• The Brand Guild
• The Coalition
• @a_brawn on Twitter
• Brand Growth Experts
• Review or subscribe on iTunes

Kurt Elster interviewed me on the Unofficial Shopify Podcast and after re-listening to the episode, I wanted to share it with you. Kurt asks great questions and I outline my entire philosophy on growth.

In this episode, we talk about defining a growth strategy, scaling your advertising, and how to hire the team necessary to get to the next level. I also share what I've learned from working with some of the fastest-growing brands in the country.

Enjoy!

• 4:30 How Austin has helped many brands scale from $500k to $1MM.
• 7:00 Why it's so important to do almost every job in your business before turning it over to someone else.
• 8:27 The big differences between the Shopify brands that scale up and those that don't.
• 12:00 How to remove tasks from your plate so your business can scale.
• 14:20 The core KPI's Austin uses to understand his client's scalability.
• 15:56 Understanding what your net promoter score is and why it is so valuable to ecommerce brands.
• 23:00 The point at which Austin regularly sees businesses die out and how you can overcome it.
• 30:17 Everyone wants to scale their business but it does come with a few downsides.
• 33:45 How PR has helped many ecommerce brands become successful.
• 39:34 The questions you should be asking yourself to help you define your success.

• Unofficial Shopify Podcast
• Dean Jackson
• @a_brawn on Twitter
• Brand Growth Experts
• Review or subscribe on iTunes

On today's episode, I am bringing back my good friend Eric Bandholz. I first met Eric in 2014 at an Ecommerce Fuel event and he was one of our early Ecommerce Influence podcast guests. Since then, he's been continuing to build an incredible business called Beardbrand.

In this episode, we talk about being on Shark Tank, what it's like being the face of your brand as a founder, content marketing that creates superfans and so much more.

Enjoy!

• 5:11 The stressful, year-long experience of being on Shark Tank
• 12:23 The difference between having business partners and owning 100% of your business
• 14:53 How Eric has created freedom in his life and business over the last 8 years
• 19:44 The pros and cons of being the face of your brand
• 22:27 How Beardbrand showcases different facets of their brand through multiple social media channels
• 25:27 Beardbrand's approach to dealing with online haters
• 27:55 What Beardbrand focuses on to stay ahead of their competition
• 29:48 An approach to content marketing that creates superfans
• 31:57 The lesson COVID-19 has taught businesses
• 34:49 What Eric wishes he had known when he first started his business
• 35:27 The system Eric uses to hire top-notch employees
• 37:29 Key roles Eric plays in the business today
• 39:16 Using agencies to grow your business and when to transition to in-house
• 43:50 Beard Brand's approach to paid advertising
• 46:05 What Eric is curious about right now
• 48:52 The hidden world of infertility and the journey Eric and his wife have been on

• Beardbrand.com
• Eric Bandholz on Twitter
• Podcast: Episode 15: Building An Incredibly Successful Community Based ECommerce
• Eric's Foundr Course: Blow Up Your Brand
• Farnam Street Newsletter
• Fuel Made
• Traction by Gino Wickman
• Rocketfuel by Gino Wickman
• Ecommerce Fuel
• Shark Tank
• @a_brawn on Twitter
• Brand Growth Experts
• Review or subscribe on iTunes

This is the kind of growth Oral Essentials is currently experiencing as they've dialed in and refined their approach to marketing and paid advertising.

On today's episode, I've invited Justin Madahhi, Co-founder and Head of Online Sales and Marketing at Lumineux Oral Essentials, back on the show. Justin and his team were already experiencing fast-paced growth when we started working together two years ago, and since he was on the show last fall, their growth has continued to skyrocket.

In this episode, Justin talks about dialing in your messaging, the marketing formula they've created to drive consistent sales, how to drive subscription revenue and how to get your team into alignment during high-growth times.

• 7:32 What Justin learned is critical for rapid, successful growth
• 9:43 A sophisticated approach to Facebook marketing
• 13:00 Expectation vs Reality: What startling fast growth actually looks like
• 15:51 Justin's three main roles in the company today and how his team has grown over the last year
• 19:34 Shifting focus to a long-term brand vision
• 21:13 How to get your team into alignment, set realistic expectations and maintain a high work ethic
• 24:20 The sales channel Justin believes is going to take the company to the next level
• 26:03 Factors to consider when crafting paid ad content
• 28:00 The one thing you need to ask yourself before deploying a new marketing strategy
• 32:22 Why disruption is a double-edged sword and the impact it has on your marketing
• 35:27 Oral Essential's approach to email marketing and the changes they made over the eight months that have had drastic results
• 38:15 Three steps to successfully drive subscription revenue
• 40:55 Key metrics that will increase the valuation of and stabilize your business
• 43:43 How failure helped Justin get more perspective and learn to set an example for his team
• 45:34 Justin's advice for entrepreneurs trying to build 9-figure businesses
• 47:47 The most helpful resources Justin has found on his journey, including his recommended Twitter follows
• 50:37 What freedom means to Justin and how it shows up in his business
• 52:13 Analyzing the long term effects of COVID-19 on consumer psychology
• 57:41 Oral Essentials is hiring!

• Episode 221: Secrets of a Facebook Superstar: How This 24-Year-Old CMO Doubled His Business In Less Than A Year
• Episode 264: How to Grow and Sell A 7-Figure Business
• Lumineux Oral Essentials
• [email protected]
• Justin on Twitter
• David Herman on Twitter
• Andrew Foxwell on Twitter
• Digitally Native on Twitter
• Social Savannah on Twitter
• Exit Strategy Podcast by Moiz Ali
• Google Data Studio
• The Coalition
• Brand Guild
• @a_brawn on Twitter
• Brand Growth Experts
• Review or subscribe on iTunes

Greg started Autoimmune Institute in 2017 with the intention to sell, and in just three years, he went from $50,000 to $2,000,000 in sales. In this episode of the Ecommerce Influence podcast, Greg shares the levers he pulled to fast-track business growth, what it actually looks like to sell a 7-figure business, and how to maximize your business' valuation.

If you're interested in building a business with the intention to sell, this episode is a must-listen.

Enjoy!

After two years at a fast-growing startup, I was pushed to the edge mentally and physically. I knew I had to walk away and form a vision for what I wanted my future to look like. It took eight years for me to go from burnout to freedom by building my business into what it is today, and creating that vision involved a lot of trial and error and reinvention.

In this episode I talk about some of the lowest points I've experienced as an entrepreneur, what it was like to close down a successful marketing agency, the trials of breaking up with a business partner, and the importance of defining success so you know what you're actually working towards.

• 5:22 The early foundation of Austin's journey as an entrepreneur
• 8:17 Invaluable experience gained from startup life and lessons learned from burnout
• 10:58 Making sales while you sleep: Austin's introduction to ecommerce and email marketing
• 12:49 How the Ecommerce Influence podcast was born
• 14:04 The unexpected rise and intentional fall of Austin's marketing agency
• 18:30 The most important thing to consider when forming a business partnership
• 20:32 Austin's lowest point in his entrepreneurship journey
• 22:38 The lightbulb moment at a mastermind that led to the creation of a new business model
• 24:47 Crush it culture resurfaces: how a second round of burn out changed the direction of Austin's business
• 28:50 Hiring a business coach and building a membership site
• 31:23 The three current revenue-drivers for Austin's business
• 32:42 Austin's huge mindset shift that led to steady and consistent growth
• 36:07 How to create more freedom in your life as an entrepreneur
• 40:20 Austin's definition of success in business and life today
• 44:22 An unpopular opinion Austin has about business that many other entrepreneurs won't agree with

• The Doing it Different Podcast
• Make a Difference Asia Conference
• Traffic and Conversion Summit
• James Schramko
• The Coalition
• Brand Guild
• Profit Summit
• @a_brawn on Twitter
• Brand Growth Experts
• Review or subscribe on iTunes

Connie Matisse, cofounder and CMO of East Fork, joins us today to talk about how she built a successful business with a 90+ person team without following the path of many traditional businesses.

Tune in to learn how East Fork created a memorable marketing engine with a self-described "laughable" budget, what they've found to be one of the most critical business functions that's often ignored, and how they've kept their store running through the challenges of COVID-19.

• 4:44 How the 2008 economic recession introduced Connie to the world of craft pottery
• 7:00 Reinventing pottery to reach the modern household
• 11:16 Connie's organic approach to content marketing and building a holistic brand
• 13:35 The challenge of being the voice of the brand for a fast-growing business
• 16:41 What East Fork leadership spends 90% of their time on to ensure successful growth
• 19:23 Moving from WordPress to Shopify and the effect it had on demand
• 21:27 How East Fork is managing production and customer expectations in a COVID-19 world
• 23:36 Analyzing profitability and venture capital funding for a capital intensive business
• 26:21 How East Fork's leadership style has evolved during COVID-19
• 27:59 The many hats Connie wears as a cofounder
• 30:30 Connie's process for creating honest and authentic brand collaborations
• 33:05 How to stop following the herd and create space for radical thinking

Are you preparing for a massive Q4 or wondering if your business is going to just get by?

In this episode, I go over a few Q4 predictions with cases in favor of and against Q4 being a thriving quarter for ecommerce, factors to consider that are in and out of your control, and most importantly, how you can prepare.

• 3:39 Why the ecommerce industry is primed to have a massive Q4
• 5:59 COVID-19 effects on spending and your consumer's potential psychological shift during Q4
• 8:01 How to manage your ecommerce inventory to get a leg up against your competition
• 9:12 If your target audience includes these people you might have a difficult Q4
• 10:39 The biggest case against a successful Q4
• 13:17 Large corporations marketing budgets and how they could impact small business' ability to compete
• 14:27 Austin's Q4 predictions and his 3 step plan for preparing for the type of quarter in store

• @a_brawn on Twitter
• Brand Growth Experts
• Review or subscribe on iTunes

The approach to search engine optimization (SEO) has changed over the last several years, but it still remains an incredibly important component of your marketing strategy.

This week's guest is SEO consultant and expert Dan Shure. Dan's been working in SEO for more than 12 years, and he joins us to talk about what's changed over time when it comes to SEO strategy, the two different types of core content to focus on, what's working in ecommerce SEO in 2020 and the tools you should be using to be successful.

This episode has some great actionable tips you can start using today, and I hope you enjoy!

• 5:16 How Dan fell into SEO while working as a professional musician
• 7:50 What is SEO really? Is it a channel, a traffic source, links, or something else?
• 13:30 The #1 thing business owners need to think about when it comes to ecommerce SEO in 2020
• 15:49 Informational intent vs. purchase intent content and how you should be using each in your SEO strategy
• 18:53 Letting the keywords be your guide as you're thinking about creating content with informational or purchase intent content
• 22:40 Breaking down seed keywords and how to identify them for your brand
• 26:04 Why Dan shifted from an agency business model to a consulting and training model
• 31:35 The technical pieces of SEO you need to watch out for in ecommerce
• 33:55 Should you have a developer on your team to help you with technical SEO?
• 35:34 Shopify blog or Wordpress blog: which is better for SEO?
• 37:20 What's working right now with content: remember the keywords are king.
• 42:56 Backlinks: do you need them and how to build them proactively
• 46:30 Must-have tools for ecommerce SEO in 2020

• Evolving SEO
• Experts On The Wire Podcast
• Evolving SEO on Youtube
• Evolving SEO Interview with PR Expert Dmitry Dragilev
• Dan's Seven Beliefs About SEO
• @Dan_Shure on Twitter
• @EvolvingDan on Linkedin
• Strengths Finder
• Google's Guidelines on SEO
• Google's Developer guidelines
• Brian Dean's Skyscraper Technique
• Backlinko.com
• JournoRequest
• HARO
• Dan's SEO Toolkit
  • Keyword Keg
  • Keywordtool.io
  • Screaming Frog SEO spider
  • SEM Rush
  • Keywords Everywhere plugin
  • SEO Minion
  • Ask.com
  • Google Natural Language
  • 5 Ways To Use Google's Natural Language Tool for SEO (Dan's YouTube Walkthrough)
  • Tf-idf
• @a_brawn on Twitter
• @andrewfoxwell on Twitter
• Brand Growth Experts
• Foxwell Digital
• Review or subscribe on iTunes