Podcasts

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.

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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.

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Jason Sidana

A Deep Dive into Growth, Partnerships, and Staying Connected with Customers: A Conversation with Jason Sidana and Madeleine Anderson

Hello everyone, I’m excited to share with you a fascinating conversation I had with two exceptional guests, Jason Sidana, Chief Growth Officer at Maxburst, and Madeleine Anderson, Partner Manager at Endear.

Jason Sidana | maxburst
Jason Sidana

Meet the Guests

Jason Sidana is a man of many hats at Maxburst, a web design and development agency. He juggles sales, marketing, and project management while focusing on the company’s growth and helping clients achieve their growth goals. Jason’s passion for business is evident, and he enjoys delving into operational and management books.

On the other side, we have Madeleine Anderson, who is based in Fargo, North Dakota. As the Partner Manager at Endear, a CRM and clienteling tool for retail brands, she handles co-marketing activities, lead generation, and events with partners. Madeleine is also passionate about triathlons, which adds an interesting twist to her personality.

Jason’s Journey into the Industry

Jason’s journey into the industry is rooted in his family’s footwear and apparel stores. This exposure sparked his interest in retail, leading him to build a custom POS system and expand into wholesale and various sales channels. This entrepreneurial journey eventually led him to start his own agency, which later merged with Maxburst.

Maxburst’s Holistic Approach to Client Growth

At Maxburst, Jason and his team take a holistic approach when working with clients. They delve into the granular details of the business’s operations, including logistics and staff management. This comprehensive understanding of the client’s business allows them to identify areas for improvement.

The Power of Partnerships

Jason emphasizes the importance of partnerships when building a tech stack for clients. He believes that it’s impossible to do everything on your own and that finding good partners in the ecosystem is crucial. By collaborating with experts in specific areas, such as CRM or middleware integration, they can provide comprehensive solutions to their clients.

Leveraging Sales Staff as a Marketing Tool

Jason shares an interesting insight about using sales staff as a marketing tool. He realized that there was downtime during lunch hours and late evenings when the sales staff could engage with customers and potentially increase sales. This benefited the sales staff by earning them extra commission, creating a seamless customer experience, and improving overall satisfaction.

The Importance of Merging Retail and E-commerce

Madeleine adds to the discussion by highlighting the importance of merging retail and e-commerce. She explains that in the past, retail was seen as a stepping stone towards e-commerce, but post-COVID, retail has become crucial for quick and convenient product access. The omnichannel concept has gained significance, emphasizing the need for businesses to have a cohesive presence across multiple sales channels, including retail, online, and marketplaces.

Staying Connected to the Customer

Jason discusses the concept of companies losing their soul as they grow larger. He shares his personal experience of staying connected to the end consumer by working as a salesman in his family business. By doing so, he gained valuable insights into customer trends, preferences, and needs, which helped him make better decisions regarding purchasing and customer experience.

Wrapping Up

As we wrapped up our conversation, Jason offered his sneakers and website development services. Madeleine expressed her gratitude for being part of the podcast. This conversation was a treasure trove of insights and lessons, emphasizing the importance of partnerships, understanding the customer, and staying connected to the customer as a business grows.

For more podcasts about Customer Experience

How Wix's Ecommerce Platform Boosts Sales and Customer Engagement with Oren Inditzky

From Browsing to Buying: How Wix’s Ecommerce Platform Boosts Sales and Customer Engagement with Oren Inditzky

In a recent podcast episode, I enjoyed conversing with Oren Inditzky, the VP and GM of Stores Ecommerce for Wix. We delved into the world of ecommerce, discussing the features of Wix’s ecommerce platform, the role of artificial intelligence (AI) and machine learning, and the future of ecommerce. Here’s a recap of our insightful discussion.

Meet Oren: The Man Behind Wix Ecommerce

Oren, a passionate snowboarder and tech enthusiast, is the driving force behind Wix’s ecommerce platform. He oversees the day-to-day operations of Wix ecommerce, a platform that empowers merchants with professional tools to establish, manage, and grow their online businesses.

Wix Ecommerce: A Comprehensive Solution for Online Merchants

Wix ecommerce is more than just a website-building platform. It allows merchants to sell products across various channels, including their own branded online store, native mobile app, physical point of sale, and integrations with external ecommerce marketplaces and social media platforms.

From sourcing products and managing inventory to accepting payments, fulfilling and shipping orders, and obtaining analytics, Wix ecommerce covers all aspects of ecommerce operations. It also offers a wide range of marketing and ecommerce tools to increase traffic, customer engagement, and sales.

The Power of Third-Party Apps and Smart Algorithms

One of the standout features of Wix ecommerce is its integration with hundreds of third-party apps. These apps can be customized by developers and merchants to create unique ecommerce experiences at scale. Oren highlighted the growing number of apps joining the ecosystem and the upcoming collaborations to enhance cross-selling and upselling capabilities on the checkout page.

Wix also leverages smart algorithms for product recommendations, a powerful cross-selling tool. By suggesting other products to customers based on their browsing history, Wix increases the chances of cross-selling and upselling.

The Future of Ecommerce: AI and Content Creation

During our conversation, Oren revealed an exciting upcoming feature: the ability to generate an entire website using AI. This feature aims to streamline the website creation process and optimize day-to-day operations for businesses.

Oren also discussed the future of ecommerce, emphasizing the importance of content creation for online stores. He mentioned the potential for customers to purchase entire looks, including outfits, accessories, and makeup, through their connected devices. He also highlighted the use of augmented reality fitting rooms and the seamless integration of AI, advanced hardware, and logistics to deliver spontaneous purchases within hours.

Looking Ahead: The Importance of Repeat Customers and Content

As we look ahead to 2023 and the upcoming holiday season, Oren emphasized the need for online merchants to focus on generating repeat customers due to the skyrocketing customer acquisition costs. He advised utilizing the holiday season to obtain new customers and then using retention strategies to keep them coming back.

Oren also highlighted the importance of ecommerce content, attracting customers to the site and building trust and increasing conversion rates. He explained that good content goes beyond text and includes the overall design, images, and messaging of the site.

Wix’s Advanced Capabilities: SEO and AI Content Generation

Finally, Oren touched upon Wix’s advanced capabilities for improving site indexing and search engine optimization (SEO), making it easier for online stores to generate content and optimize it for SEO. He also mentioned the use of AI content-generation tools as a valuable resource.

In conclusion, our conversation with Oren provided a deep dive into the world of Wix ecommerce, revealing its powerful features, the role of AI, and the future of ecommerce. As we move forward, it’s clear that platforms like Wix will continue to shape the ecommerce landscape, offering innovative solutions for online merchants.

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Talk-Commerce-Jessica Totillo Coster

Unraveling the Power of Email Marketing: A Conversation with Jessica Totillo Coster

Hello everyone! I’m the host of the podcast “Talk Commerce Today,” and I recently had the pleasure of having a fascinating conversation with Jessica Tosto-Coster, an e-commerce and email marketing strategist for scrappy entrepreneurs. Jessica has over 20 years of experience in retail and e-commerce, and she uses her expertise to help small businesses grow their traffic, sales, and profit. Today, I want to share some of the key insights from our conversation.

Meet Jessica, The E-commerce and Email Marketing Strategist

Jessica is a passionate e-commerce and email marketing strategist who has dedicated her career to helping small businesses thrive. She offers one-on-one coaching, a membership program, and digital courses to equip entrepreneurs with the tools they need to succeed. Jessica’s passion lies in shoes, but she also loves spending time with her family, including her husband and cat.

The Power of Newsletters and Email Marketing

During our conversation, we delved into the topic of newsletters. Despite having a prolific blog and podcast, I’ve always hesitated to start my newsletter. Jessica, however, highlighted the importance of email marketing, stating that it has the highest ROI of any marketing activity and is essential for converting leads into sales.

She advised small businesses to prioritize email marketing over social media, as it generates more revenue. Jessica also addressed the common concern of not knowing what to say in newsletters, ensuring it’s simpler than it seems. The content should focus on solving customers’ problems, inspiring them to buy, or nurturing repeat customers.

The Art of Email Marketing: Providing Value and Segmenting Your Audience

Jessica emphasized the importance of not trying to please everyone with your email marketing. She shared an example of an email marketer in the online education space who shifted their mindset to prioritize providing value to their audience rather than segmenting them based on their engagement frequency.

I shared my personal experience with a company that emailed me even after purchasing. This highlighted the importance of segmentation and targeting the right audience to avoid annoying them. Jessica agreed, adding that sending the same product to someone who has already purchased it is lazy email marketing. She advised considering the product being sold and customers’ consumption habits to create a successful email program.

We also discussed the importance of email deliverability and being intentional about who we email and the content we send. Jessica emphasized the need to practice positive email practices, clean our email lists, and stay engaged to avoid any deliverability issues.

She also highlighted the legal considerations regarding automation like checkout abandonment or browse abandonment emails. It’s crucial to ensure that only those who have opted in to receive marketing emails from us receive these subsequent emails.

The Importance of Guiding Customers to the Right Product

Jessica and I discussed the common tendency for e-commerce businesses to focus too much on perfecting their websites. Jessica advised listeners to prioritize keeping their e-commerce operations running smoothly and consistently reaching their target audience. She emphasized that having a visually perfect website is not as crucial as ensuring that people know about the business and its products.

Closing Thoughts and a Special Offer

In closing, Jessica shamelessly plugged her membership program, “The Lounge,” which offers guidance and optimization opportunities for small e-commerce businesses. She describes it as the best place on the internet to grow traffic, sales, and profit. She also offered a special gift for listeners, which can be accessed through a specific link.

Our conversation with Jessica was enlightening and packed with valuable insights. Whether you’re a small business owner or an aspiring entrepreneur, I hope you found this recap as informative and inspiring as our original conversation. Remember, the key to successful email marketing is to provide value, segment your audience, and always stay engaged. Happy emailing!

For more podcasts about Marketing

Talk-Commerce-Justin Beals

Revolutionizing Security Compliance: The Strike Graph Story with Justin Beals

In a recent podcast episode, I had the pleasure of hosting Justin Beals, the co-founder and CEO of Strike Graph. We delved into a variety of topics, from his role at Strike Graph to his passion for sailing and skateboarding, and the journey of starting a startup.

Meet Justin Beals: The Man Behind Strike Graph

Justin Beals is not just the co-founder and CEO of Strike Graph, but also a passionate sailor and skateboarder. His day-to-day role at Strike Graph involves building the business, assembling the right team, and solving important problems. As the CEO, he deals with various issues, from trash collection to strategy.

The Journey of Starting a Startup

Justin shared his journey in starting Strike Graph and his interest in entrepreneurship and technology. He looks for problems that can be solved with a technology-driven solution and that require capital to build and prove the value of the product. He mentioned working with an incubator in Seattle to spin out Strike Graph and their recent VC-backed funding round.

The Importance of Certifications in Business

Justin shared his personal experience as a Chief Technology Officer at a previous startup, where he struggled to help the sales team navigate the procurement process and share security operations. He explained how certifications like PCI-DSS and SOC2 can impact revenue by speeding up the procurement process. By cutting the two-year timeframe in half or three-quarters, companies can increase their revenue significantly.

The Ethical Aspect of Security

Justin also discussed the ethical aspect of the problem, stating that implementing better security is better for everyone involved in the marketplace. He mentioned that these certifications act as a measuring stick for an organization’s security operation and can help build trust among customers.

Understanding Certifications and Audit Qualifications

We also discussed the specific certifications and audit qualifications. PCI-DSS, designed for credit card processing, requires an external assessment for organizations that process a million transactions a year. SOC2, often added on top of PCI-DSS, has a broader set of expectations, including security processes around HR, change management, and encryption.

The Role of Security Operations in Businesses

Justin emphasized the importance of security operations in businesses. He mentioned that multiple people in the organization, such as the CTO and DevOps, should own different aspects of security. He emphasized the need for a separation of environments to prevent the leakage of production data into a QA environment.

The Impact of GDPR

We discussed the impact of GDPR (General Data Protection Regulation) in Europe, which has driven the adoption of privacy-focused standards worldwide. Justin explained that GDPR is a liability standard, and organizations self-certify to avoid potential lawsuits. He recommends businesses to start with a simple risk assessment to determine the scope of security practices needed.

Advice for Entrepreneurs and Business People

Justin advises entrepreneurs and business people to adopt pragmatic approaches and focus on stable, metric-focused growth, retention, resiliency, and profitability. He highlights the importance of audits and certifications, such as SOC2, ISO 27001, and PCI DSS, as businesses grow and cater to more sophisticated customers.

About Strike Graph

Strike Graph is a security compliance and certification solution. Their platform helps customers earn certifications and audits like SOC2, ISO 27001, and GDPR compliance. Justin expressed his excitement about the success they have found with their customers and the value they have found in the product.

If you’re interested in learning more about Strike Graph and their solutions, I recommend visiting their website at strikegraph.com. You can also reach out to Justin on LinkedIn. He’s always happy to share his knowledge and experience with anyone who needs help.

I appreciate Justin’s insights and am grateful for his time on the podcast. His knowledge and experience in the startup world are invaluable, and I’m sure our listeners found his insights as enlightening as I did.

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Unraveling the Power of Composable Architecture with Chris Bock, Co-founder of Netlify

Unraveling the Power of Composable Architecture with Chris Bach

Hello everyone! I recently had the pleasure of hosting Chris Bach, the co-founder of Netlify, on my podcast. As the Chief Strategy Officer (CSO) of Netlify, Chris also sits on the advisory board of Market Lines, an industry body focused on headless and composable architecture. Besides his professional pursuits, Chris has a passion for cars and motorsport, which adds an interesting dimension to his personality.

A Passion for Cars and Borderline Humor

Our conversation started with a light-hearted discussion about Chris’s love for cars, both old and new, especially those related to racing. We also discussed his participation in the free joke project, where I shared a joke about an antique globe. Chris found it amusing, describing it as borderline humor.

The Box Family and Headless Composable Commerce

In a humorous twist, I asked Chris if he had any relation to the famous Box family of writers. Chris jokingly responded that Sebastian Box stole his last name for fame but is unrelated to famous writers. Our conversation then took a more serious turn as we delved into the topic of headless composable commerce. Chris explained that headless refers to separating the core commerce functionality into an API, allowing flexibility in building different digital experiences. He highlighted the advantages of headless, such as faster time to market and the ability to customize digital experiences.

Understanding Composable Architecture

When asked about the term “composable” and its relation to headless, Chris explained that composable architecture goes beyond just separating the front end and back end. It involves using self-contained systems that can be decoupled and connected through APIs, allowing for more flexibility and interchangeability.

Different systems like CMS, e-commerce engines, and marketing engines are separate entities in traditional setups. However, with composable architecture, these systems can be decoupled and connected through APIs, allowing for more flexibility and interchangeability.

The Challenges and Solutions of Composable Architecture

Despite the benefits, maintaining such an architecture without a platform like Netlify can be challenging. Organizations face bottlenecks and complexities in consuming the APIs and delivering a seamless digital experience to customers. This involves handling secrets, setting up staging and production environments, managing caching, and ensuring security scans, among other tasks.

Netlify, as a composition platform, aims to address these challenges by providing a unified workflow and orchestration. It allows developers to build composable architectures by pulling in different components and APIs, while also offering standardized ways to connect with legacy systems and manage releases. Netlify’s value lies in simplifying the process, reducing overhead, and enabling faster time to market.

The Power of Composable Architecture and Netlify’s Role

Chris Bach emphasized the power and advantages of composable architecture and how Netlify plays a crucial role in enabling organizations to adopt and maintain such architectures effectively. He discussed the challenges faced by businesses and organizations when it comes to building advanced applications and digital experiences. He highlighted the limitations of traditional infrastructure and the complexity that arises when multiple players are involved in the implementation process.

The Benefits of Adopting Composable Architecture

Adopting a composable architecture offers benefits such as brand differentiation, better security, scalability, and reduced costs. Chris advises businesses to consider the cost of doing nothing and the operational overhead of sticking to the old ways. He also emphasizes that composable architecture does not require building a new monolith but can be implemented gradually, starting in a corner and expanding from there.

Closing Thoughts and Contact Information

In closing, Chris mentioned Magento 1 as an example of a traditional monolith that businesses struggle to move away from due to technical debt. He contrasts this with composable architecture, where small pieces of technical debt can be swapped out as needed.

Chris also provided various ways to contact him, including email, LinkedIn, and filling out a form on their website. He mentioned that Netlify is always open to having non-committal conversations about digital challenges or specific topics like making a headless version of a content management system successful. I am grateful for the insightful conversation with Chris and look forward to sharing more such enlightening discussions with you all. Stay tuned for more!

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Talk-Commerce-Lauren Schwartz

Harnessing the Power of TikTok for E-commerce: A Conversation with Lauren Schwartz

In this podcast episode, Brent welcomes Lauren Schwartz, the owner of The Loft 325, a creative studio specializing in ad creatives for e-commerce brands. They discuss the importance of creativity in TikTok videos and how it offers a new way for brands to engage with audiences.

Lauren advises brands to balance creativity with taking action by developing content on various topics and working with content creators. They also discuss the challenge of convincing B2B brands to try TikTok and how to grab viewers’ attention quickly. They discuss the importance of content creation and organic user-generated content for e-commerce merchants.

Ready to dive into the world of TikTok and e-commerce? Join me in this episode as we explore the importance of creativity, content creators, and the benefits of using TikTok for advertising. Get inspired and stay one step ahead!

The Loft 325: A Creative Hub for E-commerce Brands

Lauren Schwartz is not just the founder of The Loft 325, but she also plays a pivotal role in running the studio and educating new creatives on the platforms they will be working on. Her passion lies in helping designers and video editors find their creative direction.

TikTok: A New Avenue for E-commerce Brands

Our conversation quickly moved to the topic of TikTok and its role in e-commerce. Lauren explained that TikTok offers a unique element of entertainment that allows brands to step away from being overly salesy. It provides a fresh way to engage with audiences and showcase products in a fun and entertaining manner.

Balancing Creativity and Action

When asked about how brands can balance creativity with taking action, Lauren advised brand owners to start developing content on various topics, including interviews with employees and industry experts. She emphasized the importance of working with content creators who can provide fresh perspectives on the brand.

Overcoming Skepticism: The TikTok Challenge

We also discussed the challenge of convincing B2B brands to try TikTok. Lauren acknowledged the skepticism but suggested allocating a budget to test the platform. She recommended working with content creators to bring a fresh perspective to the brand’s image.

The Importance of Quick Engagement on TikTok

Lauren highlighted the importance of grabbing viewers’ attention quickly on TikTok. With users scrolling through content rapidly, the “three-second hook” is actually less than a second. Understanding what is trending on TikTok can help in creating engaging content that resonates with the audience.

Engaging Older Generations on TikTok

When asked about engaging older generations, like Gen Xers, on TikTok, Lauren suggested that by being on TikTok and understanding what people like, one can adapt their content accordingly. She also emphasized the importance of analyzing trends and incorporating them into ad formats to make them look more like TikTok content and less like traditional ads.

Getting Discovered on TikTok

Lauren explained that while going viral is challenging, using trending hashtags and creating engaging content can help in getting discovered on TikTok.

Advice for E-commerce Merchants

Lauren’s advice to e-commerce merchants, especially leading up to Black Friday, is to focus on content creation and organic user-generated content (UGC). She emphasized that working with creators can be highly effective across all platforms and recommended investing time in content creation because it consistently yields positive results.

The Power of Testing and Trying New Things

I agreed with Lauren’s point and added that testing different approaches is crucial to determine what works best. Creators bring a fresh perspective and encourage trying new things. The cost of creating content has significantly decreased with the availability of tools and the ability to reach multiple platforms.

A Final Word

As our conversation came to a close, Lauren announced that she will be launching a designer course for aspiring creatives looking to enter the field of paid social advertising.In conclusion, our conversation with Lauren Schwartz highlighted the potential of TikTok as a powerful tool for e-commerce brands. By understanding the platform’s unique dynamics and leveraging its creative potential, brands can engage with their audience in a fresh and entertaining way.

More Podcasts about Marketing

Notable moments:

The importance of creativity on TikTok [00:02:25] TikTok allows brands to step away from branded content and be more creative and entertaining in how they talk about their products.

The role of content creators in brand marketing [00:04:58] Working with content creators provides new perspectives and fresh ideas for brands, helping them showcase their products in a unique way.

Testing TikTok for B2B brands [00:06:04] While there may be skepticism, it is recommended to at least test TikTok by allocating budget for creative and ad spend to see if it brings value to the brand.

The importance of grabbing attention quickly [00:09:24] The speaker discusses the need to capture viewers’ attention within a second on TikTok due to the fast-scrolling nature of the platform.

Analyzing trends on TikTok for ad creatives [00:10:55] The speaker talks about the importance of understanding and incorporating trending content into ad creatives on TikTok.

Organic growth versus paid growth on TikTok [00:13:35] The speaker discusses the benefits of both organic and paid growth on TikTok and emphasizes the importance of having an organic presence on the platform.

Content creation and working with creators [00:19:43] The importance of investing in content creation and collaborating with creators for e-commerce businesses.

Testing and the cost of creative [00:20:18] The significance of testing different strategies and the lower cost of creating content across multiple platforms.

Shameless plug for designer course [00:21:01] Lauren’s upcoming designer course for new creatives in the paid social advertising field.

Mentions:

  • The Loft 325: 00:00:11
  • TikTok: 00:01:35
  • Instagram: 00:01:35
  • Reels: 00:01:35
  • YouTube: 00:01:35
  • TikTok: 00:09:24, 00:10:21, 00:10:55, 00:11:13, 00:11:45, 00:12:18, 00:13:03, 00:13:35, 00:14:39, 00:15:11, 00:15:43, 00:16:21, 00:17:33, 00:17:58, 00:18:08, 00:18:43, 00:19:05
  • Facebook: 00:16:50, 00:17:21
  • Content creation and organic UGC: 00:19:43
  • Working with creators: 00:19:43
  • Testing different strategies: 00:20:18
  • Tools for creating content across multiple platforms: 00:20:18
  • Designer course for brand new creatives in paid social advertising: 00:21:01
Talk-Commerce-Tobi Buxhoidt

Unlocking Loyalty: A Revolutionary Guide to Turning Returns into Remarkable Rewards with Tobi Buxhoidt

In this insightful episode of Talk Commerce, Brent Peterson invites Tobi Buxhoidt, the co-founder of ParcelLab, a leading Operations Experience Management platform. Boasting a rich background in logistical operations and a passion for streamlining the customer experience, Tobi shares forward-thinking insights on the role of post-sales customer interactions in brand success.

Born in Germany and based out of Boston, Tobi describes how ParcelLab operates internationally with several offices worldwide. The platform aims to revolutionize the way brands engage with their customers with data-driven experiences, which he believes can create a notable difference in their relationships with their customers. A large part of the discussion revolves around the role of returns in customer satisfaction.

Tobi emphasizes the necessity of a digitalized, tailored, and customer-centric returns process with varying approaches depending on the customer and the product. He cites examples from fashion brand Chico’s and electronics company Bose to illustrate the practical application of this approach.

Tobi also touches upon the common assumption that returns should be free. While he understands this reasoning, he reveals intriguing data suggesting that about half of consumers are open to paying for returns depending on the context. Finally, Tobi gives a glimpse into the future of e-commerce in 2023, where he predicts a significant shift from customer acquisition to enhancing customer lifetime value.

He suggests that brands focus on engaging their customers during the entire post-purchase journey, which he claims is critical for customer retention and building lasting relationships. Tobi invites interested listeners to engage with ParcelLab further through its website, www.parcellab.com. Leveraging his experience and expertise, Tobi aims to help businesses excel in the post-purchase landscape, turning the seemingly mundane process of returns and operational moments into moments of joy.

Find Tobi Buxhoidt on LinkedIn for more insights and engagements.

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Talk-Commerce-John Lunn

Unlocking Ecommerce Success: A Deep Dive with John Lunn of Gr4vy

In this revealing and in-depth interview, we talk with John Lunn, CEO of Gr4vy, a trailblazer in the payments industry. With 15 years of experience backing him, John shares his journey from leading investments, founding companies, and growing startups to representing publicly traded companies globally.

Known for his lateral thinking, John’s innovative approach to problem-solving has had him building patented inventions and successful ecommerce enterprises. During the discussion, John delves into his role at Gr4vy and his passion for unconventional sports. He outlines the inspiration behind Gr4vy, stemming from his frustration with rigid payment structures that inhibit online retailers from effortlessly adding or removing payment options.

John elaborates on Gr4vy’s unique payment orchestration system that offers retailers control over their transactions. This includes dynamic rule-building for both front-end and back-end orchestration and a unified tokenization engine that facilitates hassle-free transition between payment service providers.

He also underscores the importance of adaptability given the imminent industry changes harbingers of the year 2023. John provides valuable advice to ecommerce merchants, urging them to prepare for evolving consumer payment behaviors, industry changes, and the advantages of leveraging a payment orchestration platform like Gr4vy.

Ultimately, John calls on all merchants feeling trapped in their current payment provider relationships to contact Gr4vy to explore profitable alternatives.

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