Podcasts

Talk-Commerce Ivan Palii

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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Talk-Commerce Lior Pozin

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.

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.

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Resale Revelation: How Brands Are Tapping Into Secondhand with Bianca Tarantowicz

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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Talk-Commerce Jacob Baadsgaard

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.

Talk-Commerce Laura Hanlon

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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Talk-Commerce Eric Shoykhet

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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The Art of Clienteling

The Art of Clienteling: Building Customer Loyalty with Casey Drake

Hello everyone. Brent, again, and today, I’m excited to share a special episode of our podcast with you. This episode features a fascinating discussion with Madeleine Anderson and Casey Drake from Endear. We discuss clienteling, its evolution, and its importance in retail sales. We also touch on the role of associates in clienteling and the impact of COVID-19 on loyalty and customer engagement.

The Art of Clienteling

Casey Drake, VP of Sales at Endear, is not just a sales expert but also a passionate entertainer. She runs a YouTube channel where she tries to make people laugh and be interested in her content. I must admit, her style of humor is quite different from mine, which tends to make people want to leave. But let’s get back to the topic at hand – clienteling.

Casey explains that clienteling is proactive sales outbound activity in retail. It’s all about ensuring that customers have an exceptional experience, love their products, and are informed about new products and different ways to purchase them. In essence, it’s retail’s fancy word for sales.

The Evolution of Clienteling

We then moved on to discuss how clienteling has evolved over time. Casey references the show “Marvelous Mrs. Maisel” and explains that clienteling originated from the cutthroat world of retail sales in the 50s and 60s. Salespeople relied on their contacts and provided personalized service to customers. We also reminisced about an episode of “Gilmore Girls” that showcases the high level of attention and service provided to customers in the past.

The Role of Associates in Clienteling

Casey highlighted the significance of associates in Clienteling. She emphasized that when customers enter a store, the first person they encounter is an associate, and that person becomes the face of the brand for the customer. Customers’ loyalty and attachment towards a brand are often influenced by their interactions with these associates. Casey gave an example of a client who prefers shopping at Lululemon because of her attachment to a specific associate, even though Alo Yoga offers a better product at a better price.

Clienteling in High-End vs. Mass-Market Brands

Madeleine Anderson then asked about the difference in clientele between high-end brands like Diane von Furstenberg and mass-market brands like Target. Casey explained that bigger department stores still focus on clienteling, mainly because of their commission-driven sales approach. However, she believes that smaller brands can compete by adopting new technologies and providing a higher level of service. She also mentioned that the success of clients’ telling lies in the hands of the designers who can put passionate associates in their stores and maintain communication with customers.

The Challenges of Scaling Customer Service in Retail

The conversation shifted to the challenges of scaling customer service in retail. Casey suggested that retail needs to reset its approach to incentivizing associates and customers. She also emphasized the importance of personal messaging in clienteling. For instance, marketing for events at a store can be considered retail marketing, and messages should come from the store and be written in a conversational tone. Two-way communication and the ability for customers to reply to messages are also crucial.

Personal Experiences with Being Clientele

Casey shared that he has never been personally clientele by anyone, but he has successfully influenced others to become clientele of certain brands. He mentioned that he is a target shopper and not a big spender on clothes, but he still loves the brands they work with.

The “Great White Buffalo” Brand

Casey shared his “great white buffalo” brand, Farideh, a men’s brand that he admires. He talked about the founders and their cool factor. Madeleine joked about calling it a “white bison” in North Dakota.

Advice for Retailers

As we concluded our discussion, I asked Casey for advice on how retailers can improve their client-telling efforts. Casey emphasized the importance of data and tracking, as well as incentivizing associates and customers.

Upcoming Webinar and YouTube Channel

Casey announced a webinar they will be hosting on Wednesday at 2 pm Eastern Time. The webinar will feature Shopify and Psycho Bunny, discussing Psycho Bunny’s story of getting set up within Shopify. Casey also encouraged listeners to follow and subscribe to his YouTube channel, Casey from Endear, for great content. Madeleine added that the webinar will be available on their website even after Wednesday, October 25th, and Casey mentioned that he will also upload it to his YouTube channel.

Wrapping Up

Casey asked me about my favorite memory from the podcast’s 200 episodes as we wrapped up the episode. I mentioned that I don’t have one specific favorite memory but enjoy learning something new from each episode. I see the podcast as a learning activity and hope listeners can take away actionable insights from each episode.

Casey congratulated me on reaching 200 episodes, and I mentioned that the episode would be released the next day. I joked about having extra time to edit because I am in Hawaii.

I hope you found this episode as informative and engaging as I did. Stay tuned for more insightful discussions in our upcoming episodes.

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Talk-Commerce-Arno Ham

The evolving expectations of B2B buyers: A digital transformation imperative with Arno Ham

Hello everyone, I’m Brent, your host, and today I’m excited to share with you an insightful conversation I had with Arno Ham, the CTO of Sana Commerce. Arno, with his extensive experience in technology and a deep passion for B2B e-commerce, shared some fascinating insights into the world of B2B commerce, the challenges it faces, and the solutions Sana Commerce provides.

Meet Arno Ham: The Tech Enthusiast

Arno Ham, with over 20 years of experience in technology and a background in computer science, is a man who lives and breathes technology. As the CTO of Sana Commerce, he oversees everything tech-related, from product management and development to professional services and customer service.

But Arno is not just about work. He’s a family man who loves spending time with his wife and three daughters. He enjoys running, cooking, and outdoor activities. He also has a penchant for visiting museums and indulging in good food.

The World of B2B E-commerce

Our conversation took a humorous turn when I asked Arno if a joke should remain free or if someone could charge for it in the future. Arno, with a chuckle, suggested paying for it, emphasizing that nothing comes for free in this world.

On a more serious note, we delved into the world of B2B commerce. I recalled a previous interview with Michelle, the CEO of Asana, and highlighted the growing importance of B2B commerce. Arno then took us through the backbone of Sana Commerce and what they are currently promoting.

The Challenges and Solutions in B2B Commerce

Arno shed light on the challenges of pricing in B2B and the complexity that arises when dealing with a large number of customers and products. He explained that the explosion of data and the need for rapid changes in the business world make it difficult to synchronize pricing information and ensure accurate stock levels.

Arno emphasized the importance of maintaining good relationships with customers and the need for agreements that go beyond just pricing. He also highlighted the changing expectations of younger business owners who want a seamless digital experience in B2B, similar to what they experience in B2C.

Interestingly, Arno mentioned that 40% of B2B transactions still happen offline, but there is a growing demand for digitization. He discussed the challenges faced by older generations in adapting to digital transformation and the need to transfer their knowledge into a digital experience.

Sana Commerce: Bridging the Gap in B2B E-commerce

Arno then introduced us to Sana Commerce’s role in this changing landscape. While Sana provides a great frontend solution, they also integrate with other frontends and ERP systems. Arno emphasized the importance of specialized vendors for specific needs, such as product information management systems. He mentioned that Sana integrates with various systems like CRM, customer data platforms, and product information management systems.

Arno’s Advice for the Future of B2B

As we moved towards the end of our conversation, I asked Arno for advice on digitization and moving forward in the B2B space. Arno suggested starting conversations with B2B buyers and understanding their needs, especially as younger generations prefer digital solutions. He advised forming a multidisciplinary team within the organization to drive digital transformation holistically. Arno also highlighted the importance of aligning incentives for the sales team to embrace the digital shift.

Wrapping Up

Arno concluded by plugging Sana Commerce as a solution for businesses looking to start or improve their B2B e-commerce storefronts. He mentioned that Sana integrates with Microsoft Dynamics and SAP, and invited listeners to check out his podcast, “B2B Waves.”

This conversation with Arno Ham was a deep dive into the world of B2B e-commerce, its challenges, and the solutions that Sana Commerce provides. It was a pleasure to have him on the show, and I hope you found his insights as valuable as I did.

For more podcasts about Commerce

Talk-Commerce-Sharon Koifman

Embracing Remote Work: A Conversation with Sharon Koifman

As the host of Talk Commerce, I recently had the pleasure of interviewing Sharon Koifman, the Chairman of Think Remote. In our enlightening conversation, we delved into the world of remote work, its benefits, and how to keep employees motivated in a remote work environment.

Meet Sharon Koifman, The Remote Work Advocate

Sharon Koifman is not just the Chairman of Think Remote, the largest online publication for remote work and remote management, but also a bestselling author of “Surviving Remote Work,” available on Audible. Think Remote, funded by Distant Job, the world’s first remote recruitment agency, is a testament to Sharon’s passion for remote work. Distant Job specializes in finding talented individuals globally for remote jobs, taking care of the HR component to ensure employee satisfaction and well-being.

The Journey to Remote Work

Sharon’s journey into the world of remote work began with her experience running an outsourcing company. She quickly realized the drawbacks of outsourcing to save money and decided to focus on a company that prioritizes people and remote work.

The Benefits of Remote Work

According to Sharon, remote work offers numerous benefits, including increased productivity and equal opportunities for individuals with special needs or introverts. It also promotes a better work-life balance, environmental sustainability, and stronger family connections. I couldn’t agree more, especially since studies have shown that remote workers are indeed more productive.

Building Connections in a Remote Work Environment

One of the key aspects Sharon and I discussed was the importance of getting to know employees and creating connections in a remote work environment. Sharon shared her experience conducting 15-minute calls with every employee in her previous role every quarter. She emphasized the significance of understanding personal details about employees, such as their children and pets, as it helps build a stronger connection and shows empathy.

Sharon also highlighted the importance of recognizing individual interests and experiences. She shared a touching story about an employee who didn’t have children but had a strong attachment to her pets. When one of her cats passed away, the entire team treated it like her child had died, creating a deep connection and support system.

The Shift in Mindset for Remote Work

Sharon believes that a great remote manager is a great manager in general. However, in an office environment, managers can get away with certain things without anyone noticing. In remote work, managers must create connections and better teamwork between employees and the company. Sharon defines company culture as being defined by connection and loyalty.

The Right Attitude Towards Remote Work

Sharon emphasizes the importance of having the right attitude regarding remote work. She advises against approaching remote work with a sense of obligation or resentment, especially if it was forced upon someone due to the COVID-19 pandemic. Sharon cites research from MIT Sloan that shows people are happier, more independent, and more productive when working remotely. However, she acknowledges that remote work may not be suitable for everyone and suggests that those who are not committed or focused should consider returning to the office.

Hiring for Remote Positions

Sharon believes in finding committed and invested individuals when hiring for remote positions. She encourages employers to focus on hiring people who are dedicated and invested in their work rather than simply looking for freelancers or contractors.

Wrapping Up

As our podcast came to a close, Sharon took the opportunity to promote Distant Job, a company that helps businesses find the best remote talent from around the world. She highlighted their ability to deliver talented individuals quickly and at a great value, with impressive customer service.

Our conversation with Sharon Koifman was a deep dive into the world of remote work, its benefits, and the strategies to keep employees engaged. It was a testament to the fact that remote work can be a game-changer for businesses and employees with the right mindset and approach.

For more podcasts about Entrepreneurs

Talk-Commerce Jamin Arvig

From Amazon to Everywhere: Navigating the Multichannel Landscape with Jamin Arvig

In a recent podcast episode, I welcomed Jamin Arvig, the co-founder of aiC Brands, a company that owns, operates, builds, and buys e-commerce brands. Jamin is also a co-founder of AIcommerce, a service company that provides multichannel marketing and growth benefits to brands. He is also involved in the Junior Presidents organization, which aims to teach kids about entrepreneurship and starting businesses.

The Importance of Multichannel Strategies for E-commerce Brands

Our conversation quickly shifted to the importance of multichannel strategies for e-commerce brands. Jamin explained that diversification is crucial for business stability and higher valuations. With the increasing competition and costs on platforms like Amazon, having a presence on multiple channels becomes even more important. Additionally, being present across various channels increases brand value and awareness.

Amazon’s Expansion Beyond Its Platform

We also discussed how Amazon is expanding beyond its platform through initiatives like Buy with Prime. Jamin explained that Amazon wants to capture customers who start their product searches elsewhere, and they are partnering with e-commerce platforms like Shopify to grow their infrastructure. Buy with Prime allows brands to leverage Amazon’s fulfillment network and benefit from quick delivery and lower shipping costs.

The Importance of Customer Experience and Branding Strategy

We addressed the misconception that Amazon is a soulless marketplace with limited opportunities for brand differentiation. Jamin explained that Amazon has added various features over the years that allow sellers to tell their brand story, such as branded pages, plus content, ads, comparable products, matrices, and videos. However, he acknowledged that there are still limitations to fully expressing a brand’s story on the Amazon platform.

We emphasized the benefits of creating a customer experience on your own website, where the possibilities are limitless. By leveraging the “Buy with Prime” button, sellers can combine the advantages of Amazon’s two-day shipping and name recognition with the ability to tell their brand story in any way they want on their own site.

The Need for Differentiation

We discussed how having a generic product on Amazon can make it difficult to stand out among the competition. Jamin highlighted the need for differentiation, including a strong supply chain, intellectual property (IP) protection, and a unique customer experience or community. He mentioned that having patents, trademarks, and even an app can make it more challenging for others to copy your product.

Choosing a Platform for Direct Sales

We discussed the considerations that bigger brands must make when choosing a platform for their direct sales. One advantage of using Amazon Prime is the happy feeling that comes with knowing your order will be delivered. However, Shopify Plus charges an additional fee for using an external gateway, and it’s unclear if Prime is even available for Shopify yet. Shopify has limited payment options compared to BigCommerce, which allows more flexibility.

Jamin agreed and added that regardless of the platform, there are costs involved in fulfillment, shipping, and labor. The difference lies in the commission charged by Amazon. He explained that deciding which platform to choose depends on factors like conversion rate increase and overall cost-effectiveness.

Expanding into New Channels

When expanding into new channels, Jamin explained that companies can either invest in building the capability internally, acquire a company with the desired capability, or partner with someone who already has it. He suggests that partnering with a fractional team can be more effective and cost-efficient, especially when resources are limited.

We mentioned aiCommerce as a potential partner, and Jamin agreed, stating that their reason for existing is to serve brands as they explore new channels. He mentioned that many brands achieve success by partnering with them.

Our conversation with Jamin provided valuable insights into the world of e-commerce, the importance of multichannel strategies, and the role of branding in differentiating products on platforms like Amazon. It’s clear that the future of e-commerce lies in diversification, customer experience, and strategic partnerships.

For more podcasts about Commerce

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