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Lucrative Launch Pad: Converting Readers into Revenue with Morgan Gist MacDonald
In this episode, Brent interviews Morgan Gist MacDonald, the CEO and founder of Paper Raven Books, about the importance of writing a book for entrepreneurs. They discuss the process of writing a book, including identifying the scope and topic and navigating the book funnel. Morgan emphasizes the need to consider the reader’s perspective and the relevance and timeliness of the book. She also shares insights on monetizing a book and the different types of nonfiction books. The conversation concludes with a discussion on getting reviews for a book and the services offered by Paper Raven Books.
Takeaways
- Writing a book can position entrepreneurs as experts and provide credibility in their field.
- The process of writing a book helps authors discover new angles and nuances to their frameworks and stories.
- A book funnel is a marketing strategy that includes offering bonuses and upsells to readers.
- Authors can monetize their books through backend products and services.
- It is important to consider the reader’s perspective and the relevance and timeliness of the book.
- Different types of nonfiction books, such as how-to guides and inspirational stories, can work for different business models.
- Building an email list and getting reviews are important for book marketing.
- Paper Raven Books offers services for authors at different stages of the book-writing process.
- Authors can choose different formats for their books, including ebook, paperback, hardback, and audiobook.
- Writing multiple books can create more income streams and increase an author’s visibility.
- Authors should focus on solving a specific problem or providing a specific outcome for readers.
- Using keywords and categories on Amazon can help increase the visibility of a book.
- Turning blog posts into a book requires organizing the content and ensuring a cohesive narrative.
- Authors should consider their goals and the specific outcome they want to achieve with their book.
More podcasts about what entrepreneurs are doing in their fields.
Chapters
00:00Introduction and Background
02:26The Importance of Writing a Book for Entrepreneurs
04:32Navigating the Book Writing Process
05:30Identifying the Scope of the Book
07:26Choosing a Relevant and Timely Topic
10:15Considering Different Types of Nonfiction Books
14:47Understanding the Book Funnel
19:53Building a Book Funnel
23:38Monetizing a Book
25:13Making Money from Books
27:04Different Types of Nonfiction Books
30:25Types of Clients at Paper Raven Books
32:18Getting Reviews for a Book
36:27Working with Paper Raven Books
37:33Choosing Different Book Formats
39:54When to Write a Book
41:51Using Keywords and Categories on Amazon
44:26Turning Blog Posts into a Book
45:38Shameless Plug
Harnessing the Power of Data Analytics in Retail: A Conversation with Erica Guider
In this episode of Talk Commerce, Brent and Madeleine interview Erica Guider from 42 Technologies about the importance of data analytics for retail brands. They discuss the role of data analytics in making informed decisions, the benefits of using an analytics tool versus building one in-house, and the challenges of using Google Analytics.
Erica explains how 42 Technologies helps unify data from different platforms and provides accurate and readable data for analysis. They also touch on the role of AI in data analytics and share success stories of brands that have made an impact with unified data. The episode concludes with discussing key strategies for the upcoming quarter and a shameless plug for 42 Technologies.
Introducing Erica Guider from 42 Technologies
Our episode kicked off with a warm introduction of Erica Guider, a key player in the sales team at 42 Technologies. Erica’s role involves managing accounts and ensuring that clients’ data is clean and organized on their visual dashboard. Her passion for retail is evident, and she is driven by the goal of giving people more time by streamlining their data processes.
The Importance of a Unified Data Spot
One of the main topics we discussed was the importance of having a centralized data source. Erica explained how 42 Technologies works with platforms like BigCommerce, NetSuite, and Apparel Magic to combine different data points from various channels, such as e-commerce and point of sale (POS). The aim is to clean and scrub the data to ensure accuracy and make it readable for humans. This approach overcomes the limitations of Google Analytics and provides more accurate numbers through daily snapshots of data.
The Role of AI in Data Analytics
Our conversation also touched on the potential role of AI in data analytics. Erica shared their plans to develop a chatbot that can provide quick answers to retail teams. This innovative approach is set to revolutionize the way retail businesses access and interpret their data.
The Impact of Data Analytics on Brands
Erica highlighted the impact that data analytics has made for clients like Figs, a scrubs brand. By providing real-time updates on inventory and sales, 42 Technologies has helped brands like Figs to streamline their operations and make more informed decisions.
The Importance of Granular Data Analysis
Erica emphasized the importance of analyzing data at a granular level, such as specific attributes like color, to make informed decisions about stocking items. She also discussed the negative effects of markdowns on a brand and customer expectations, highlighting the need for careful inventory management and understanding sell-through rates.
A Special Offer for Shopify Clients
As a Shopify certified plus partner, 42 Technologies is offering a free trial for Shopify clients. This is a fantastic opportunity for businesses to experience the benefits of a unified data spot and make more informed decisions based on accurate, granular data.
Wrapping Up with Some Light-Hearted Moments
Our conversation wasn’t all business. We shared some light-hearted moments and jokes, including a discussion about our experiences at Costco. I concluded the segment by thanking Erica for her time, humor, and invaluable insights into the world of retail data analytics.
In conclusion, our conversation with Erica Guider highlighted the importance of data analytics in retail businesses. By harnessing the power of a unified data spot, businesses can make more informed decisions, streamline their operations, and ultimately drive their success.
Takeaways
- Data analytics is important for businesses of all sizes to make informed decisions.
- Using an analytics tool can save time and money compared to building one in-house.
- Unified data from different platforms provides accurate and readable information for analysis.
- AI tools can help with predictive analytics and answer specific questions quickly.
- Strategies for the upcoming quarter include focusing on sell-through and right-sizing inventory.
More podcasts about commerce
The Art of Letter Writing: A Conversation with Kay Collier
Hello everyone, I’m your host of Talk Commerce Today, and I recently had the pleasure of speaking with Kay Collier, also known as Kathryn Hastings. Kay is an artist and the proud owner of a stationery and wax seal business, Kathryn Hastings & Company. Our conversation was filled with laughter, insights, and a shared interest in handwritten letters. Let’s dive into the details.
The Journey of Kathryn Hastings & Company
Kay’s journey into the world of stationery and wax seals is a fascinating one. She has always been a letter writer, with a deep love for historic letters and objects. Her studies in art history and studio art further fueled her passion for history and art. About a decade ago, she discovered antique seals and the rich history behind them.
During the pandemic, she decided to share her collection and thus, Kathryn Hastings & Company was born. Here, she sells handmade seals and designs her own modern seals. She believes that these objects are meant to be used and even offers a free course on using and caring for antique seals.
The Dichotomy of Being an Artist and an Entrepreneur
One of the interesting topics we discussed was the dichotomy between being an artist and an entrepreneur. Kay explained that while they are different, they can coexist. She also shared her interest in antique typewriters and how they fit into the handwritten genre. She owns a beautiful Smith Corona typewriter from the 1930s and knows a calligrapher friend who also uses a typewriter. The choice between handwriting and typewriters, she believes, depends on the individual’s personal preferences and the time period they are inspired by.
Monetizing Passion: The Journey of Kathryn Hastings & Company
Kay’s journey of monetizing her business is inspiring. She applied for an entrepreneur contest by Birchbox in 2019, and although she didn’t win, it planted the seed of starting her own business. She spent a year planning and in March 2020, she started sharing her seals and letters. The timing coincided with the pandemic, and many people were looking for a way to connect with others and have a break from technology.
Platforms for Sharing Passion
Kay uses various platforms to share her passion for letter writing and antique seals. She has an Instagram account where she shares her artwork and teaches about antique seals and letter-writing techniques. She also has a weekly podcast that explores interesting historical topics through the lens of letters. Additionally, Kay has a newsletter called “The Epistolary” that delves into contemplative ideas on living a more connected life.
The Importance of Handwriting
Our conversation also touched on the importance of handwriting. Kay emphasized the uniqueness and personal expression that handwriting represents, encouraging people to embrace their own style. She also mentioned the importance of cursive writing for brain development and suggested that handwriting can be a relaxing and mindful practice.
The Role of AI in Letter Writing
We also discussed the role of AI tools like ChatGPT in letter writing. Kay believes that while AI can make us more efficient and thoughtful, it’s important to know when to use the tool and when not to. She advises considering the recipient’s preferences and what you want to share with them when using AI for letter writing.
The Personal Touch of Handwritten Letters
In closing, Kay encouraged listeners to subscribe to her newsletter for practical letter writing tools and to take the time to write and send letters to deepen their relationships with others. Our conversation highlighted the benefits and limitations of using AI tools for letter writing and emphasized the personal touch and thoughtfulness of handwritten letters.
In a world where digital communication is the norm, Kay Collier reminds us of the beauty and personal touch of handwritten letters. Whether you’re an artist, an entrepreneur, or simply someone who appreciates the art of letter writing, there’s a lot to learn from Kay’s journey and insights.
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Unleashing the Power of SEO and Content Marketing with Ivan Palii
Hello everyone, I’m Brent, your host, and in this blog post, I’m going to share some valuable insights from a recent podcast episode where I had an enlightening conversation with Ivan Palii, a seasoned digital marketer. We delved into the world of SEO and content marketing, discussing their differences and similarities and how to align them for better results.
Meet Ivan Palii: The Digital Marketer
Ivan Palii is a digital marketer with a wealth of experience in driving traffic for SaaS products. When he’s not busy strategizing and implementing digital marketing plans, you can find him playing football, swimming, spending quality time with his family, or engrossed in an interesting book.
SEO vs Content Marketing: The Similarities and Differences
During our conversation, Ivan explained the similarities and differences between SEO and content marketing. Both strategies aim to drive traffic and acquire customers for businesses, but they approach this goal differently.
SEO focuses on optimizing content to meet Google’s requirements, while content marketing zeroes in on the needs of the target audience. SEO primarily relies on keyword research, while content marketing builds a content plan based on the audience’s interests.
While SEO typically posts content only on the website, content marketing utilizes various platforms like YouTube, Medium, and Reddit. Ivan emphasized that content marketing focuses on both acquiring and retaining customers, while SEO primarily focuses on acquiring new customers.
Content marketing offers a variety of content types, such as tweets, LinkedIn posts, and videos, while SEO often focuses on long articles. Lastly, Ivan discussed the different methods of promoting content, with SEO relying on outreach and guest posting, while content marketing utilizes social networks, PPC campaigns, influencer marketing, and email newsletters.
Aligning SEO and Content Marketing for Better Results
Ivan shared some valuable tips on how to approach keyword research and working with content writers. He suggests starting with ideas that will be interesting to your audience and then optimizing the content to be liked by Google.
He advises against being too specific with keyword requirements and instead giving more freedom to authors, as it allows for more creativity. Ivan also discussed the importance of measuring the success of different channels and focusing on those that bring in new trials and sales.
Leveraging Multiple Channels and Tools
Ivan emphasized the value of using multiple channels and creating content in different formats, as it is more cost-effective than creating entirely new content. He mentioned using tools like SEO Checker to engage in both the content and SEO sides of marketing.
He explained how they use data studies and expert polls to create valuable content and leverage the expertise of others to grow their social media presence. He also highlighted the importance of building trust and authority with Google to rank higher in search results.
Growing Your SEO: Tips and Tricks
For those looking to grow their SEO, Ivan suggests starting with keyword research and creating a plan for landing pages, while also focusing on content. He shared his insights on how to acquire customers and generate sales through valuable content.
He emphasized the importance of publishing content on multiple platforms, such as personal websites and Medium, to leverage recommendation systems and attract a wider audience. Ivan also highlighted the strategy of using stable Google traffic to convert users to other resources, such as YouTube channels.
The Importance of Audience-Centric Content
I agreed with Ivan’s point about expanding beyond one’s own site and utilizing platforms like Medium and LinkedIn articles to build authority and drive traffic. I added that it’s crucial to create content that caters to the audience’s needs and preferences, rather than solely focusing on SEO. I suggested that new content creators seek help from experts or editors to improve the quality and performance of their content.
Building Authority and Trust with Google
Ivan further explained that having publications on different platforms and websites enhances one’s expertise, authority, and trustworthiness in the eyes of Google. This, in turn, positively impacts website rankings.
In conclusion, SEO and content marketing are two sides of the same coin. They can support each other and when used correctly, can drive significant traffic and sales for your business. So, start aligning your SEO and content marketing strategies today for better results.
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The Dropshipping Revolution: How to Stay Ahead of the Competition and Boost Sales with Lior Pozin
As a podcaster, I am privileged to engage with some of the most innovative minds in various industries. In one of my recent episodes, I had the pleasure of interviewing Lior Pozin, the co-founder and CEO of AutoDS, a leading ecommerce dropshipping platform. This blog post is a deep dive into our enlightening conversation about dropshipping, its trends, and valuable tips for merchants.
Meet Lior Pozin: The Man Behind AutoDS
Lior Pozin is not just the co-founder and CEO of AutoDS, but also a seasoned drop shipper with over 14 years of experience in ecommerce. AutoDS is an all-in-one ecommerce dropshipping platform that assists drop shippers with product finding, pricing, stock monitoring, inventory management, and automatic order fulfillment across various selling channels like eBay, Shopify, Amazon, and Etsy.
Understanding Dropshipping: A New Age Fulfillment Method
Our conversation began with Lior explaining the concept of dropshipping and how it differs from direct shipping from a warehouse. Dropshipping is a fulfillment method where products are sold without being held in inventory. When a buyer places an order in an ecommerce store, the product is shipped directly from the supplier to the end consumer. This eliminates the need for inventory and allows for on-demand shipping, making it a preferred choice for many ecommerce businesses.
Trends in Dropshipping: The Changing Landscape
As we delved deeper into the world of dropshipping, Lior shed light on the current trends in the market. He emphasized that while the shipping domain is wide and constantly changing, dropshipping remains a constant in different variations. A significant shift he highlighted was the increasing use of platforms like Shopify for dropshipping, where organic traffic from social media sites like TikTok and Instagram Reels is being harnessed for advertising. This trend has made it easier for people to venture into dropshipping.
The Evolution of Dropshipping Businesses
Lior also shared his insights on the evolution of businesses based solely on dropshipping. He stressed the importance of branding in dropshipping and suggested rebranding products by shipping them to a warehouse in China before sending them to the end consumer. With the rise in customer acquisition costs, he recommended exploring multichannel dropshipping to expand reach.
Leveraging Social Media for Dropshipping
Lior highlighted the opportunities presented by short-form content platforms like TikTok and Instagram, where dropshippers can generate traffic and sales without relying on influencers. He advised dropshippers to be creative and replicate successful videos on these platforms. Interestingly, he also mentioned that influencers themselves can easily create ecommerce brands by importing products from their niche and promoting them on their accounts.
Successful Products and AutoDS’s Offerings
When asked about successful products, Lior mentioned the popularity of Christmas lamps, creative lamps with different figures, Christmas slippers, and massage guns. He concluded the interview by inviting listeners to follow him on Instagram and visit AutoDS’s website for assistance with dropshipping, including product finding and education. He mentioned that registering on the site provides a 30-day free trial and access to full features, including free shipping to any selling channels.
Wrapping Up
Lior Pozin’s insights and recommendations for drop shippers are invaluable. He emphasized the importance of branding, exploring multichannel dropshipping, and leveraging social media platforms for advertising. His advice is a testament to his expertise and passion for ecommerce, making this conversation a must-listen for anyone interested in dropshipping.
More podcasts about commerce.
Resale Revelation: How Brands Are Tapping Into Secondhand with Bianca Tarantowicz
In a recent podcast episode, I had the pleasure of hosting Bianca Tarantowicz from Recurate, a software-as-a-service company that helps brands enable their resale channel directly on their website. Alongside my co-host Madeleine, we delved into the world of branded resale, discussing its potential and how brands can leverage this growing market.
Meet Bianca, The Director of Brand Success at Recurate
Bianca, the Director of Brand Success at Recurate, is passionate about helping brands onboard and effectively communicate the benefits of branded resale to their customers. She is based in New York, specifically on Long Island, and has a background in competitive ballet dancing, which she believes has shaped her work ethic and who she is today.
The Power of Branded Resale
Bianca shed light on the challenges and excitement of implementing a resale strategy within a brand. She emphasized the importance of involving various departments, such as sustainability, e-commerce, and operations, to maximize the potential of resale. According to Bianca, brands can tap into their inventory and engage with customers by offering quality products at a fair price point.
The Rise of Secondhand Buying
Bianca and Madeleine discussed the growing acceptance of secondhand buying among shoppers and the convenience of online resale platforms. Bianca explained that Recurate ensures the legitimacy of the products before they go live on their platform. She also acknowledged that while there may be some hesitation from luxury brands to engage in resale, technology like digital ID can help authenticate luxury items.
The Impact of Fast Fashion
The conversation also touched on the concept of fast fashion, which refers to quickly produced, low-cost, and low-quality clothing that follows trends. Bianca explained that fast fashion poses challenges for resale due to its short lifespan and lower quality.
The Future of Innovation in the Sales Space
Bianca highlighted the concept of digital ID and the ability for consumers to track the lifecycle of their products as the future of innovation in the sales space. She also mentioned the potential for advancements in cleaning and repair technology, as well as the growth of peer-to-peer services and community-based collaborations.
The Success of Mansur Gavriel and the Dream of Landing Cult Gaia
Bianca mentioned the success of Mansur Gavriel, a handbag company that has embraced timelessness and authenticity in their products. She also revealed her “white whale,” or the brand she would love to land for Recurate, as Cult Gaia, a brand known for their funky and fun handbags.
The Benefits of a “Takeback” Program
Brent asked Bianca about a “takeback” program, where customers can trade in their pre-loved items for a gift card, and the brand can resell those items. Bianca explained how this program works and the benefits it offers.
Final Thoughts
In closing, Bianca emphasized the importance of brands embracing the resale market and the potential it holds for the future of retail. She encourages brands to consider the benefits of resale, not only for their bottom line but also for the environment and their customers.
In the world of retail, the future is resale, and brands that embrace this trend will be at the forefront of the industry.
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Smart Scaling Secrets from Disruptive Advertising’s Jacob Baadsgaard
In a recent episode of my podcast, I had the pleasure of hosting Jacob Baadsgaard, the founder of Disruptive Advertising. We delved into his journey from starting as a freelancer in his basement to becoming the founder of a thriving agency. We also discussed his passions, the importance of balance, and the lessons he learned from being out of balance in the past.
The Journey of Disruptive Advertising
Jacob shared about his day-to-day role at Disruptive Advertising and his passion for helping businesses reach their potential. He revealed that Disruptive Advertising started as a freelance side gig in his basement and has now grown into a thriving agency with employees across the country.
Life Beyond Work
When asked about his passions outside of work, Jacob mentioned that his biggest passion project is his four kids. He recently took his oldest daughter on an adventure to New Zealand, which was a great bonding experience for them. Jacob also enjoys zone two cardio, spending time on the bike or running outside while listening to books. He finds that these workouts help him clear his mind and feel connected to his life.
Transitioning Roles and the EOS Model
Jacob discussed his transition from the CEO role to focusing on his passions within the company. He has stepped away from the day-to-day management and execution of the business to focus on developing education and experiences for digital marketers. He emphasized the importance of working on the business rather than in the business and the need to let go of how things get done while maintaining a clear vision and strategic direction.
We also discussed the EOS (Entrepreneurial Operating System) model, which we both use in our businesses. The EOS model provides simplicity and clarity, allowing everyone in the organization to be on the same page and work towards a common goal.
Core Values and Mission of Disruptive Advertising
Jacob touched on the core values and mission of Disruptive Advertising. They have a unique approach to operating below industry benchmarks in terms of margin. Instead of focusing solely on profitability, they have a profit-sharing program and a personal development budget for their employees, investing in their growth and well-being.
Unique Aspects of Disruptive Advertising
Jacob explained three unique aspects of Disruptive Advertising. First, they limit the number of clients they work with, focusing on quality rather than quantity. Second, Disruptive Advertising is the top-rated performance marketing agency, with many happy customers. Lastly, Jacob emphasized the importance of alignment between business goals and marketing strategy.
The Role of Guessing in Marketing
We discussed the role of guessing in marketing. Jacob emphasized that guessing in marketing leads to nowhere and compares it to steering a rudderless ship. He appreciates the fact that on our podcast, we don’t give advice but rather share our own experiences.
The Current Disruptor in Advertising
When asked about the current disruptor in advertising, Jacob responded that AI is the game-changer in marketing right now. He expressed excitement about the possibilities of AI, such as chatGPT and image/graphic creation. He believes that AI will make marketers more valuable by freeing them from repetitive tasks and allowing them to focus on strategy and creativity.
My conversation with Jacob Baadsgaard was insightful and inspiring. His journey from a basement freelancer to the founder of a top-rated agency, his passion for his family and fitness, and his insights into the future of marketing were all enlightening. I look forward to seeing what Disruptive Advertising will achieve in the future under his visionary leadership.
Driving Multi-Channel Ecommerce Success: Optimizing Social, Search, Email with Laura Hanlon
For ecommerce brands looking to grow, implementing a strategic multi-channel approach is essential. Relying solely on one marketing platform – be it email, paid social ads, SEO, or otherwise – leaves significant opportunities on the table. By effectively leveraging multiple integrated channels, businesses can gain a more complete view of the customer journey and use those insights to maximize conversions across touchpoints.
In this episode, we talk to Laura Hanlon, the Company Director at Pink Leopard. We’ll explore key strategies and tactics for optimizing a diversified digital marketing mix to accelerate sales. Topics covered include:
- Efficiently capturing email addresses
- Crafting on-site popups that convert
- Advanced email sequencing techniques
- Cross-channel retargeting best practices
- Attribution modeling and data analytics
- Channel optimization & testing
- And more…
Let’s dive in and uncover exactly how leading ecommerce marketers are connecting the dots between social, search, email, and additional platforms to profitably scale their online businesses.
Expand Email Lists Through Lead Gen Campaigns
Email marketing remains one of the highest converting digital channels available to ecommerce brands. But to fully capitalize, you need a substantial list of engaged subscribers. Relying solely on visitors stumbling upon opt-ins or organically signing up during checkout is not enough. Savvy marketers are proactively growing their lists by running targeted lead gen initiatives across multiple channels.
Run Dedicated On-Site Pop-Ups
Having a pop-up form for collecting email addresses is a quick win for boosting sign ups. Make it easy for visitors to subscribe by prominently displaying the opt-in on site. Offer an incentive like a discount code or free gift for further motivation. Just be sure to avoid intrusive placement that disrupts the user experience. Limit to first-time visitors only and don’t show again after sign up.
Promote Through Social Ads
Facebook, Instagram and other social platforms provide extensive targeting capabilities to home in on your ideal audience. Create campaigns with the specific goal of generating email sign ups rather than direct sales. Offer an irresistible lead magnet to capture interest. And utilize built-in lead forms for seamless list building right within the ad units.
Search Retargeting for conversions
Running paid search ads can help drive targeted traffic, but retargeting those who don’t initially convert is crucial for maximizing ROI. Remarketing past visitors with new email list promotion messaging helps capture leads that may have previously slipped away.
Influencer Partnerships
Teaming up with influencers who align with your brand can provide access to new, qualified audiences. Negotiate promotions where the influencers specifically promote your email subscriptions to their follower base to grow your list rapidly.
The larger and higher-quality your email list, the greater potential revenue it can drive through effective ongoing nurturing and retention campaigns. Invest time upfront in strategic list growth for long-term payoffs.
Craft On-Site Pop-Ups That Convert
As discussed above, on-site pop-ups present a convenient opportunity to capture visitor email addresses. But the most effective pop-ups balance list building with driving immediate sales. Follow these best practices for maximizing popup success:
Promotional Messaging
The messaging itself is key – it needs to clearly communicate the pop-up goal, whether email sign up, limited-time discount or both. Keep copy crisp and direct.
Placement and Timing
Don’t immediately blast visitors with a pop-up the moment they land on your site. Allow them to browse first before triggering the popup. And when it does appear, avoid disrupting if they are actively navigating pages or have items in their cart.
Mobile Responsiveness
With the majority of ecommerce traffic now on mobile, pop-ups must function seamlessly on all devices. Test across smartphones to ensure usability.
Offer Relevance
Whatever promotional offer or coupon you include should relate directly to products the visitor has been viewing. For example, if they were checking out apparel, the deal should apply to apparel purchases rather than unrelated items.
Limit Frequency
Nothing frustrates visitors more than being bombarded with the same pop-up over and over. Use frequency capping to ensure users only see it once.
Tasteful, strategically-timed pop-ups can boost conversions without annoying customers. Continuously test new variations to refine your approach.
Advanced Email Sequencing Techniques
Sophisticated email sequencing takes your campaigns to the next level. Instead of just bulk blasting promotional messaging, properly structured sequences nurture subscribers through customized journeys personalized to their behaviors. Let’s explore proven sequencing strategies for increased sales:
Welcome Series
The initial welcome series introduces new subscribers to your brand. Share valuable content that establishes your expertise and highlights product benefits. End by offering a coupon or promo to incentivize their first purchase.
Browse Abandonment
If a subscriber browses your site but leaves without buying, trigger a follow-up reminding them of items they showed interest in and offer a discount or free shipping to nudge them towards conversion.
Cart Abandonment
Similarly, if a customer adds items to their cart but doesn’t complete checkout, send an automated follow-up highlighting their would-be purchases. Offer a coupon and gently encourage them to finalize the transaction.
Win-Back Series
For subscribers who haven’t purchased in awhile, win-back messaging attempts to re-engage them. Ask why they haven’t bought recently, promote new arrivals and remind them of your brand.
Replenishment
For subscribers who have bought certain products in the past, send a reminder when it may be time to replenish those items. Include links for easy reordering.
Reviews
Requesting product reviews from recent purchasers helps build social proof. Follow up post-purchase asking if they’d take a moment to leave a review.
Get creative with sequences tied to specific subscriber actions and preferences to maximize relevancy.
Retarget Across Channels
To fully capitalize on hard-won site traffic, savvy marketers retarget visitors across channels even after they leave. Here are proven cross-channel retargeting strategies:
Paid Social Retargeting
If someone bounces from your site without converting, you can continue engaging them through paid social ads on Facebook/Instagram. Tailor creative and offers to reconnect based on pages visited.
Search Retargeting
Similarly, you can remarket to site visitors via paid search ads on Google. This allows you to promote products they showed interest in across the web.
Email Retargeting
As discussed above, email sequences provide powerful retargeting capabilities. Automated flows can follow up with subscribers after on-site interactions to re-engage them.
SMS Retargeting
For subscribers who have provided their phone number, SMS messages are another channel for post-visit outreach. Send timely alerts on limited-time sales or promotions.
Direct Mail Retargeting
Even direct mail can play a role in cross-channel retargeting through services like Printi. Upload customer lists and retarget past site visitors with customized print catalogs.
Each retargeting touch is another chance to win conversions from promising leads. Continuity across channels improves results.
Attribution Modeling
To accurately gauge channel performance, ecommerce brands need effective attribution modeling in place. This analyzes how each touchpoint contributes to conversions across customer journeys. Here are key considerations when configuring attribution:
Algorithm Selection
Various algorithms like last-click, first-click or multi-touch assign conversion credit differently. Select a model that fits with your goals and reflects true channel impact.
Platform Limitations
Native channel analytics like Facebook Ads Manager often only report on activity within siloed channels. Leverage multi-touch attribution solutions for a unified view.
Data Connectivity
Connecting data across marketing and analytics systems is essential for Attribution. Ensure platforms share cross-channel insights.
Analysis Cadence
Continuously analyze attribution data to identify optimization opportunities. Review channel contributions regularly and tweak strategies accordingly.
Proper attribution provides visibility into how your assorted initiatives are driving sales. These insights empower smart optimization decisions.
Continuously Test and Optimize
To maximize results from a multi-pronged digital strategy, savvy ecommerce brands constantly test and optimize across channels. Here are impactful ways to improve performance:
A/B Test Email Content
Regularly A/B test email content like subject lines, preview text and calls-to-action to determine what resonates most with subscribers. Apply learnings to future campaigns.
Experiment with New Channels
Adding emerging channels like TikTok ads, SMS marketing or direct mail to your mix allows you to evaluate new customer touchpoints.
Dynamic Segmentation
Divide lists into highly-targeted segments based on behaviors and attributes. Send hyper-personalized messaging to boost engagement.
Iteratively Refine Offers
Test different promotional tactics like dollar-off coupons vs. percent-off discounts to see what best incentivizes purchases.
Monitor ROI
Dig into channel revenue attribution and profitability metrics. Double down on high-performing drivers and prune inefficient spend.
Agile marketers avoid stagnation by continuously evaluating and evolving their multi-channel programs. A/B testing and data analysis are invaluable for guiding enhancements.
FAQs
What are the top marketing channels ecommerce brands should focus on?
For most ecommerce businesses, paid social ads, email marketing, SEO, and paid search tend to provide the highest ROI. But emerging options like SMS and TikTok ads are worth testing as supplemental channels.
How much budget should go towards each channel?
There are no fixed allocation percentages that will work across the board. Analyze attribution data to understand your unique channel contributions, then allocate budget proportionately to the sales impact of each.
When does it make sense to bring on an agency versus handling marketing internally?
In the early growth stages, outsourcing to an expert ecommerce agency can provide greater focus on optimizing channel performance. Later on, larger in-house teams may offer benefits like institutional knowledge and integrated workflows.
What metrics indicate poor multi-channel optimization?
Indicators like decreasing conversion rates across channels, low referral traffic between platforms and poor attribution to certain touchpoints all signal opportunities to improve integration.
In Closing
By coordinating social media advertising, email marketing, SEO and additional digital initiatives, ecommerce brands can gain a holistic view of each customer’s journey. Strategic nurturing and retargeting across channels maximizes engagement at every touchpoint.
Continuously track channel analytics through multi-touch attribution to allocate resources appropriately based on ROI. And keep testing and optimizing campaigns through A/B experiments and customer segmentation for sustained innovation.
With the right integrated multi-channel strategy fueled by hard data, elevating performance across all digital drivers is an attainable reality for forward-thinking ecommerce marketers.
SEO Meta Title: Driving Multi-Channel Ecommerce Success: Strategies for Optimizing Social, Search, Email & More
Meta Description: Grow your ecommerce business by effectively leveraging social ads, email marketing, SEO, PPC and other integrated digital channels.
Key Phrase: ecommerce multi-channel optimization
Excerpt: Implementing a strategic multi-channel approach is essential for ecommerce brands looking to grow. This article explores proven tactics for optimizing social, search, email and more to maximize sales.
Tags: ecommerce, email marketing, social media marketing, search engine optimization, paid search, attribution modeling
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How Bank-to-Bank Payments Could Transform Ecommerce with Eric Shoykhet
A New Vision for Saving on Processing Fees
The high cost of credit card processing fees has become a growing pain point for many ecommerce merchants. With rates steadily rising over the past decade, each credit card transaction now takes a huge bite out of online sellers’ bottom lines.
But what if there was a way to circumvent the dominant card networks altogether?
That’s the tantalizing possibility explored in our recent Talk Commerce interview with Eric Shoykhet, CEO and founder of Link Money. His company aims to facilitate direct bank-to-bank payments, allowing merchants to bypass interchange fees and potentially save 60-80%.
Could this be the future of online checkout? Let’s dive into the key takeaways from Eric’s visionary perspective.
The “Tax” Every Merchant Pays
Interchange fees – the bulk of what makes up credit card processing costs – essentially function as a “tax” on the entire retail economy, Eric argues. And it’s one that has crept steadily upward over time.
Back in the day, these fees amounted to maybe 2% of each transaction. But now, after years of increases by the card networks, interchange can cost ecommerce merchants anywhere from 2.5-3.5% per sale.
For thin-margin businesses already dealing with supply chain woes and inflationary pressures, that growing cut is painfully substantial.
Why Does the U.S. Lag Behind?
In many other countries, low-cost real-time bank transfers have become the norm. Payment platforms like UPI in India and PIX in Brazil enable cash-like speed without the fees.
So why is the U.S. still stuck in the credit card stone age?
Eric explains that it comes down to our fragmented banking system. With thousands of banks and acquirers, upgrades happen at a glacial pace compared to more consolidated markets abroad. We also lack the centralized authority to mandate instant adoption of new payment rails.
But while the ideal infrastructure may not exist here yet, Eric argues that consumer bank data access has improved enough for companies like Link Money to make direct bank payments work smoothly.
When Will Merchants Adopt?
How soon could we see widespread adoption of bank-to-bank payments for ecommerce?
Eric predicts that major merchants will start rolling out solutions like Link Money as soon as 2024. And he expects bank payments to steadily gain market share over the next 5-10 years, reaching up to 10% of total volume.
Adoption will depend heavily on repeating customer relationships where the merchant can encourage switching payment methods. Subscription services and repeat-purchase retailers are prime early candidates.
Should Ecommerce Owners Jump In?
For online sellers weighed down by processing fees, bank payments present an intriguing way to lighten the load at checkout. But interchange is still deeply entrenched, so this transition will likely span years rather than months.
Jumping in early comes with advantages – price savings, a novel sales hook, potential retention benefits – but also risks if low card fees remain customers’ status quo preference.
Carefully evaluate your business model, purchase patterns and customer loyalty. If you decide the time is right to bypass cards, reach out to emerging providers like Link Money to implement modern checkout. The future may be direct, but flexible payment options are always essential.
The Takeaway
With costs ballooning and consumers seeking smoother payments, the old interchange infrastructure looks increasingly outdated. Bank-to-bank platforms offer a tantalizing glimpse into a fee-light ecommerce future.
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