top ecommerce

hey everyone as you know our YouTubechannels primarily focused aroundselling on Amazon but we've alsodiscovered that the majority of ouraudience also has their own smallecommerce stores so we wanted to bringon Joe from Clay vo which is a marketleading marketing automation platform totalk to us a little bit more aboutselling through your own e-commercestores and some of the things that wecan be doing from a marketing standpointto ultimately grow our business Joe howyou doing today I was going thank youfor having meI've been with clavia for about sixmonths now and we have a really amazingproduct that I'm super happy to hear totalk about todayunlike most marketing platforms that areout there clavia really focuses onhelping ecommerce businesses grow we dothat through a lot of different ways butthe main differentiators that we werenatively built to help ecommercebusinesses really listen and understandwhat their customers are actuallytelling them either through likebehavioral data that they're sharingthrough you know their web browsingactivity or through their actualpurchasing or web browsing on productpages things like that but then we allowyou to do is create really customizedemail marketing and advertising messagesto share with your customerswe believe that segmentation andpersonalization are what really helpsyou build true customer relationshipsand that's the big clavia differentiatorwe believe that by building reallystrong customer relationships and doingthat at you know a pretty sizeable scalethat's how you can really start to drivegrowth and value for your business soJoe I think the majority of the peoplewatching this they you know they sell onAmazon oftentimes people looking todiversify their sales off of Amazon andprobably what's most common of ouraudience is to have a small Shopifystore or another econ platform wherethey're they're getting started to sellsome of their products off of Amazonmost of them are a little bit smallerand the majority of are probably kind oflike just getting started in thee-commerce game so why don't we startthere and talk a little bit about whatyou see is some of the most importantthings for these people who are you knowjust getting started with their firste-commerce store to be thinking about asas really just general marketing goes Ithink in today's day and age the biggesttenant that you should really bethinking about is what do you know aboutyour customers and what data points doyou have on those customers that you canuse to really help craft really specificmarketing one of the things that wealways say Flavio is the days ofbatching blast email are dead those werethe days when you would sort of look atwho you had on your customer list andyou would decide to send every singlecustomer whether it was a hundred or10,000 or more all the same you knowpeople don't really respond to that Ithink what we've seen as time has goneon is their expectations for what goodmarketing is has really elevated they'relooking for you know brands andadvertisers to provide them with reallyspecific messages that are about theproducts about the content about what'sof interest to them as an individual andI think one of the things with that isunderstanding the data that you have soreally being cognizant of the differentpoints that you're getting from yourecommerce platform for instance and howyou can really use that information tocurate the marketing messages thatyou're sending and some of these emailfunnels can get pretty complex you knowa lot of people who are verysophisticated marketers have some reallypretty amazing email funnels if you arejust getting started what do you feellike is like the lowest hanging fruit orlike the first maybe two or three oreven five different types of just kindalike email funnels or marketingautomation you should set up for yourcustomers definitely for us we alwaysrecommend that first and foremost whensomeone comes to your website and theysign up to receive your newsletter orthey sign up to be on your file thatyou're actually sending them a welcomeseries that you're welcome welcomingthem and thanking them for the actionthey've just taken you're sharing someinformation about your brand maybeyou're sharing what some of your topproducts are that other customers whohave subscribed are interested in sortof just giving them some cues on how toengage with your brand how best to youknow approach your products what yourdifferent product selection is dependinghow many individual items you have youwant to give them you knowsome highlights what are the top sellerspeople love those types ofrecommendations the next one that Ithink is really important and it'sdefinitely a moneymaker for ourcustomers is really thinking about yourabandoned card series so what that meansI'm sure you've all received an emaillike this before but you have someonewho's on your website and say they'rebrowsing you know hair care products orsomething along those lines and they putsomething in their cart but they don'tactually go through and purchase that'sa prime opportunity to you know sendthem an email shortly thereafter sayinglike hey Greg like you left this in yourcart did you want to buy it they wereobviously very close to making thatpurchase what we see is that thatadditional sort of just it's a gentlepush it's a gentle prompt like are yousure you didn't want this product reallyhelps to drive conversion additionallyanother flow that we really recommend tothink about is abandoned browse behaviorso similar to abandon cart you seesomeone who is engaging with the productmultiple times that's a really bigopportunity to reach out to them andmaybe send them a small offer for youknow five or 10% or 15% whatever yourthreshold is on that particular productjust to get them to sort of push overthe edge you know through their behaviorthat they're engaging with the productthey're looking at it so they'reinterested it's the perfect time to sortof incentivize them and say like hey areyou you know is this product right foryoucool thanks for those Joe's so welcomeseers the abandoned cart email is anabandoned browser serious all I agreethose are all kind of like low-hangingfruit items on forgetting our buildingcustomer kind of like engagement andloyalty than getting them come back tofinish kind of that purchase the way Ithink about it you may think about alittle differently Joe's like when we'rethinking about kind of marketingautomation to me like email is probablythe easiest to set up and probably thelowest hanging fruit I know when you usea platform say like Clay vo the way atleast my brain works like the next stackof kind of complexity on top of that orif you want to get a little bit moresophisticated is stacking on top someperformance marketing ads something likeFacebook ads do you want to talk alittle bit about like taking it to thenext level and how you canbuild segments and target for differentfor example Facebook ads great questionso this goes back to what we weretalking about a little bit earlier theidea of using your data to buildsegments and to really drivepersonalization through those segmentsof people's buying behavior you canbuild a segment through play videoreally based on any sort of data pointthat you have about a customer thinkingabout it in the most simplistic way wehave something we often talk aboutcalled like our VIP shopping list oryour VIP customers those are thecustomers who are shopping with youfairly regularly they're spending quitea bit of money with you and they're youknow average order price is fairly highthey're kind of your brand advocates sothose are the individuals when I thinkabout how I want to grow my business Iwant to go find more people who matchthose same sort of customer attributeswith Clay vo what you can do isessentially build out that VIP segmentand then you can essentially sync itwith Facebook and then throughFacebook's targeting you can actuallysay hey go find more of these VIPshoppers using their look-aliketargeting you would create your adsdirectly in facebook and then you youknow give them some sort of a brandvalue message something to drive thoselook like VIP shoppers to your site andhopefully convert them what are someother items that you see e-commercestores doing right now that are kind oflike in your mind just kind of likeno-brainers you know like we talked alittle bit about creating good segmentsabout some like the low-hanging fruit asfar as the like the email automations goif you wanna be a little moresophisticated you can stack up pay twoads kind of like on top of that what aresome other things that you feel likeit's like men when you get you know yourmarketing platform like clay vo set uplike in the first month like you need tomake sure to do this because this islike highly impactful and not a lot ofwork to get set up kind of when I thinkabout it it's like creativity is yourlimit so if you know that for yourproducts going back to the haircareexample for instance if you aremarketing to an individual who's abrunette wouldn't be so much better toactually deliver marketing to them basedon their actual hair color for instanceso you canwe'll use clay vo forms to set up aforum in its most simplistic way youcould just collect someone's emailaddress that's great for building youryour newsletter file for instance butwhat's really impactful is you could saylike hey what type of you know haircolor do you have and then they selfselect so then you can actually use whatthey've provided with you as a new datapoint to then deliver personalizedmarketing so thinking about what newdata points you can collect like howoften someone might be looking topurchase or what their favorite productsare favorite colors are those are reallybasic types of questions that you canask but you could then tailor marketingto them so long story long answer isthat really thinking about whatadditional data points would be helpfulfor you to have on your customers andthen asking them directly for it throughyou know our forms functionality it'sgoing to be a huge opportunity for youto just find more ways to market to themin a really personalized manner that'ssomething we do here at Jungle Scott isyou know whenever someone signs up forour email list or we try to segment allof our customers this way we just askeda simple question like are you alreadyselling on Amazon or are you kind oflike looking to get started and then thetype of content that we're giving youand the helpful resources whateverarrows are more tailored to kind of likewhere you're at in your business andjust by doing that we've really seenlike engagement grow quite a bit andthat would probably be like the start ofit right like if we want to take it onestep further now we can say like okay noif you're not selling on Amazon maybelike why do you want to or like worryabout right now or is this gonna be aside hustle or a full-time thing andthen people who are you know we could betalking about the amount of revenuethey're at their biggest pain pointswhatever else so it's pretty cool howlike sophisticated you can get with thisand at the end of the day it'sultimately better for your customer aswell right because no one likes gettinglike is you know sent a whole bunch ofemails that maybe aren't really relevantor whatever else so by sending just likemore target it's like you can help themmore by like giving them what's mostimportant to them and it's like whatthey're looking for maybe in their inboxor maybe in their ads that day yes yousort of put yourself back in their shoeswe're all consumers to like we receiveemails we know what we like and what wedon't like and what's gonna resonatewith us so thinking through that is kindof via like your gut reaction like isthis gonna be something that would workfor me is this gonna make senseto me we're thinking about optimizinglet's use eBay Ellis to start for anexample like optimizing the ultimategoal is likely going to be to get peopleto come to your site and to purchasesomething what are what are some tipsthat you have for optimizing kind ofemail flows and you know like as anexample here at jungle scale we'realways testing different types ofsubjects to see what gets the betteropen rate and they're once they're inthere like longer form versus shorterform versus a CTA versus there's endlessamounts of things that you kind of liketest and optimize do you have any tipsfor what you think is kind of like thehighest impact things or the things thatyou should be testing first yeah sofirst and foremost I'm glad youmentioned testing and that's somethingthat I always sort of preaches makingsure that you are testing with clearlythat's very easy to go and in tests youknow subject lines delivery times thingsof that nature so you can't you can'timprove or optimize if you're nottesting so first and foremost that's thenumber one thing I would say beyond thatI would really make sure that you'regoing through and when you're gonnadeliver an email to a particular groupof people say you have like a you know afairly large list you have 10,000 peoplebut you know 2,000 of them have not beenengaging with your emails we wouldrecommend that you sort of pull thatgroup out what's going to help youdeliver more emails is making sure thatyou have high engagement on your emailsso getting to the inbox is the ultimatelike goal and when you sort of structureyour emails and optimize them to sayLouis and I want to just send to asegment of users or segment of customerswho have recently engaged so they'veopened an email that's gonna help yousort of put one like threshold down I'msaying like these are actually engagedcustomersdo you've any other deliverability bestpractices that's obviously veryimportant as you pointed out yeahdefinitely deliverability is sort of ahot topic I would say across the spacein the industry I think one of thethings that we really try to explain toour customers is to make sure that youare sort of cleaning your lists and thatyou're using the most up-to-date listfor friends that have been establishedfor a while sometimes they have customernames on there their list that they'vehad for a long time there they might notnecessarily know how some of thosecustomers even came toexist it's always a best practice in oureyes to go through and clean your listand pull out people who have not beenengaging ultimately pulling those peopleout should help you drive betterengagement better deliverability keepingthem those non engagers in the ones thatwe kind of label sometimes is avoidthey're ultimately going to drive downyour deliverability if you don't gothrough that cleaning action so it'sdefinitely something we push for ourcustomers to think about and definitelya practice that will help so Joe I justgot done with a number of South bySouthwest talks here in Austin one ofthe hot topics right now throughout thetech industry is machine learning or AIare you guys integrating this into theColegio tool or how are you guysthinking about integrating it looks likethe future of technology now yeah greatquestion first I'm jealous that you'reon South by Southwest I've never beenready here it's absolutely incredibleyes so data science AI all a main partof the clay vo as an organization andhow like we're structured and how ourteams are built we're doing some reallyamazing exciting things there one of myfavorite features that we actually justlaunched at the start of the year is ourpredicted date of next order so what'sreally amazing is once you've hit acertain threshold of orders in clavia wecan actually go out and predict for yourfull customer list when they're nextmost likely to purchase so we'll be ableto tell you exactly how much we believethat they're going to spend and whenthey're actually likely to spend andwhat that allows you to do is kind oftake two different actions depending onwhat happens so first you could say likeokay Greg is about to purchase XYZproduct and he's gonna do that on August30th say no it's August 20th and Greghasn't made that purchase but we reallyhope he does we could send him a messageand say like hey like here's what here'sa you know small discount or here's yourfavorite product like is it time toreact or resupply yourself so givingthem that gentle nudge just in advanceto really hold you know push themforward to make that purchase or on thesort of other side of that if you'resupposed to purchase on August 20th andyou haven't we can actually through playvo send themautomated flow and say hey like wenoticed that you haven't read yourcoffee supply for the month like here's10% off you know that type of a messagelike are you interested in resupplyingyourself so you can actually recoupthose sales that we predicted you wouldbe getting and that youth miss so it'sjust an another additional opportunityto try to drive more revenue for yourbusiness well joy I want to thank youvery much for coming on giving a lot ofthis valuable information to ouraudience I also want to personally thankclavia for sponsoring the five-minutepitch those who aren't familiar with thefive-minute pitch you can search it onYouTube right now it's a shark tankstyle pitching competition where smallbusinesses most likely yourself can wina $50,000 prize to help them grow theirbusiness Columbia is generous enough tosponsor it to help us raise the $50,000they've also been very helpful to ouraudience helping them think about howthey can grow their marketingspecifically with their e-commercestores so Joe if the people who arewatching this are interested in signingup for a clay we're learning more aboutit where does the best way for them tofind that out definitely I would GooglePlay do que la vie iyo comm and come onover we have free trial if you haveunder 250 contacts and then which reallymeans mo clay do is we offer sort ofmonth-to-month pricing and it'sbasically depends on how many contactsyou have in your list so what you getwith that is you know a ton offunctionality it's very easy to use andit's definitely going to be impactfulfor helping you make more money sodefinitely check us out if you have anyquestions I'm always here to help -awesome thank you very much John have anice thing[Music]

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Hi, it’sAndrew with Oberlo,
and in this video we’re going to share 10of the top trending women’s clothing products
to sell in 2018.And, we’ve got good news.Our research found that Women’s Clothing
and Accessories was the top performing nichefor dropshippers in both 2016 and 2017 — and,
it’s still leading the pack in 2018.So, let’s jump in.First up?Beach kimonos and shawls were a big hit last
summer, and the trend is poised to keep growingthis year.And, it’s not difficult to understand why.They’re comfortable, stylish, and help to
protect wearers from the sun — a must-havefor all fashionable beach-goers.Now, one downside to selling clothes online
is sizing.Every customer hates ordering something online,
only to try it on and find it doesn’t fit.But, that’s what’s so great about this
product.Beach kimonos and shawls don’t need to fit
perfectly to look brilliant.And because of this, you should hopefully
receive fewer returns.Next up?Number 2: Ruffle SocksThere’s been steady upward trend in ruffle
socks for while now, and they can make a greataddition to your catalogue.These products pair perfectly with sleek shoes,
or some well-chosen ankle boots.And, with plenty of colors and styles to choose
from, you should be able to find somethinga little different that not many other people
are selling.However, Ruffle socks are more of an alternative
fashion product, so the key here is to honein on your exact target market.To do this, start by defining exactly who
your ideal customers are.First, how old are they?Where do they live?What kind of jobs do they have?Then, once you’ve got a basic idea, dig
a little deeper: What are they into?Who do they follow online?How do they like to spend their time.And crucially, will they love ruffle socks?Bottom-line:To succeed in your marketing efforts, it’s
crucial to know exactly who your ideal customeris.Third on Our List of Women’s Clothing Products:
CardigansCardigans have been steadily growing in popularity
since way back in 2008!And, this is a fantastic product for dropshipping,
as there are tons of colors, patterns, andstyles available.This means there’s a higher chance of you
being able to find a product that stands out.But best of all?Unlike many women’s clothing products, you
can sell different types of cardigans allyear-round.And once more, the loose fitting nature of
cardigans means that sizes don’t need toperfect for your customers to look and feel
great.So, consider adding this classic women’s
clothing product to your store in 2018.Women’s Clothing Product Number 4: Crop
TopsCrop tops have crept back into fashion, and
are once more a must-have item.One of the best things about this product
is its versatility.A quick Google search will return tons of
articles showcasing all of the ways that croptops can be worn.So, make sure to highlight this benefit when
selling this product.You can do this by showcasing plenty of pictures
featuring the product being worn in many differentways.Use the opportunity to inspire your customers,
and impress upon them what an essential itemof clothing the crop top is.Okay, Number 5: BlazersBlazers have also made a huge comeback in
recent years.And if you’re looking to establish a more
upmarket brand, adding this product is a must.However, getting the right fit is very important
when it comes to blazers.So, make sure to have detailed sizing information
available, and showcase it clearly on yourproduct page.What’s more, make sure that your return
policy is helpful, efficient, and clearlyvisible.You want to reassure customers that if their
blazer doesn’t fit, it’s not too difficultor costly for them to return or exchange the
item.That way, customers who are on the fence will
be more likely to buy.Next up on our list of the top women’s clothing
products to sell in 2018?Number 6: The Tank TopTank tops have seen a resurgence in recent
years, and they’re a staple of any summerwardrobe.And, our research shows that the tank top
is set to remain a popular item this year.However, this isn’t a new trend, so you’ll
need to cut through the competition to landsales.A good way to do this is to find a unique
product design that’s different in someway — and so, is more likely to catch people’s
eyes.You could also focus your marketing efforts
on other, more eye-catching products, andthen work to cross-sell customers this item
once they’re browsing on your store.This would help boost your average order value,
and increase your revenue.Next up?Number 7 on Our List: Sports BrasSports bras have been steadily increasing
in popularity since way back in 2011.Thanks in part perhaps, to other trends like
yoga.Just be careful when you’re marketing these
products, especially if you decide to useFacebook ads.Because any ads that contain seductive imagery
are likely to be rejected by Facebook.But, if you’re looking to dive into the
activewear or athleisure niches, sports brascan be a great addition to your catalog.Number 8: Floral DressesThis classic piece of women’s clothing has
been steadily growing in popularity everysummer since 2012 — with high amounts of
interest during the summer.Now, with so many options to choose from,
the challenge will be pairing the right typeof dress and floral pattern, with what your
target customers are going to be most likelyto buy.So once again, make sure you have a clear
idea of exactly who your target customer is.Thankfully, if you use Oberlo, you’ll be
able to test plenty of floral dresses quicklyand easily.So, 9th on Our List of Women’s Clothing
Products: GinghamGingham is now anything but square.The chequered patterns made a real come-back
last summer, and are set to become even morepopular this year.This is particularly great if you’re just
starting out with your store, as you couldcreate an entire store based on this fashion
trend alone.And, as you would expect, there are tons of
different products, styles and colors to choosefrom.So, if you’re looking to create a dropshipping
store with a unique angle, consider gingham.And Last on Our List of Women’s Clothing
Products to Sell in 2018, is Number 10: RompersRompers have stormed back to popularity in
recent years, and are sure to be hugely popularin 2018.But, like Tank Tops, this steady trend has
been happening for a while, and there willbe plenty of competition already out there.This is why differentiating your store is
so vital to success.In other words, why should customers buy from
you instead of your competitors?One great way to stand out, is to build a
strong community around your brand on a socialchannel like Instagram.For more tips on how to do this, check out
the resources linked below.And, that’s it!Those are our top ten women’s clothing products
to sell in 2018.Which of these products are you most excited
about?Let us know in the comments below — we read
all of them!Thanks for watching, and if you liked this
video, be sure to hit the subscribe button,and turn on the notification bell for more
help and advice on growing your ecommercebusiness.And until next time, learn often, market better
and sell more.

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and I remember we had the notificationson our phone for Shopify and you canhear that like touching and it was thebiggest high-five in the world it wasthe probably one I would never forgetthat feeling and then we didn't get asale for in two weeks so I was like wehad one sale I didn't ever thedriver's-side over two weeks because ourwebsite shut down or something like that[Music]she's using a microphone can everyonehear me amazing all right welcome ladiesand gentlemen to our start and scaleevent here in Melbourne my name is LauraI am the customer success and communitymanager here at founder and you guyswill have the pleasure of listening tomy voice on and off throughout the nightas emcee we have an incredible panel offour ecommerce entrepreneurs joining ushere tonight to discuss and provide someinsights and tips into growing yoursales online the topic that got the mostvotes by far in the Facebook group so todiscuss strategies and advice onincreasing e-commerce sales please joinme in welcoming our panel guests we havegreta van Riehl Rory Boyle Rob Ward andJames Hachem[Applause]so I'll give you a quick introductionfor those because I know we have acouple guests here tonight give you aquick introduction to our panel memberstoday so at the far end we have a gretavan real greta is most of you will knowi know it's a lot of whoops in theaudience very popular so as most of youhear when they're greta is i start andscale course instructor and one ofAustralia's top serial entrepreneurs soGreta has been recognized as Forbes 30under 30 class of 2018 the variouscredits instructor and has founded notone not two but five multi-milliondollar companies including skinny meatyhey influencers skin talks drop bottlesand the fifth watches[Applause]all right next to Greta we have RoryBoyle from the land room of EssendonRoryalong with his brother Nick have becomemasters of e-commerce and b2b growthmarking through the gifting companyhampers with bite after years of ahundred percent year-on-year growthselling a hamper every 20 seconds duringpeak periods has become the norm it's nosurprise then that Rory has become anauthority on mastering the art ofcorporate thank yous and stopappreciation it's Rory[Applause]next to Rory we have James Hashem Jamesis the co-founder of alia AlyaI got a rut you know I didn't go towrong a liya skin Australia a Melbournebased ecommerce brand in the beautyindustry since launching 14 months ago alion skin is now sold in 1,500 storesglobally and has already earned sevenmillion dollars we're gonna my numbersout of date James they're correctawesome and last but not least we haveat the very end here Rob Ward Robert isthe director at anacs products TheMelvins start that was created off theback of two very successful Kickstartercampaigns back in 2012 over the yearsRob has amassed a number of awardsincluding the power retail top 100online retailers in 2017 and the Shopifybuilt a business competition back in2011 Robwhat'd I tell you pretty incrediblepanel huh so to start off what I'd loveto hear from each of you about somethinga lot of people here have had butpossibly also something many people arestill working towards your very firste-commerce sale so let's move from leftto right that's rightstarting with Greta tell us about yourvery first sale handed over Rory uhsorry after sale was back in May 2012for anyone that's done the courses maybealready a slightly familiar story so welaunched will we being me at the time Idon't say me only now because I have anincredible team I launched skinny meatyon the 22nd I always get confused aboutthis as well and I have a dispute withmy team constantly whether it was likethe 20th 21st or 22nd somewhere mid toearly Maywell mid to early 20th of May so welaunched skinny means he back in Mayaround the 20th and I put the storeonline overnight and I'd created anInstagram account around the store and Iwas like yep hopefully you know thiswill be an easier way to kind ofconsolidate sales and already beenmaking off friends and family and theywere starting to get a little bitoverwhelming because friends had triedthe tea and then their friends had triedthe tea and then their friends had and Ithe reason I had so it's quite a widelytalked about story especially withinfounder I started with $24 in the bankthe reason I had 24 dollars in the bankwas because I'd been spending everysingle dollar that I had on making allof my friends and then their friends andthen their friends of friends and theirfamily and whoever else had asked methis tea and it was getting reallyreally expensive and I was like God howdo I like start asking people for moneywhen I've already just been doing it asa gift and so I googled how to create ane-commerce store Shopify came up and Icredit a store using Shopify prettyquicklyI think the tool was a little bit moresimple back in 2012 but it took me Ithink around eight hours on a Sundayjust smashed it all out watched a fewtutorials and was like cool stores upstores live posted to Instagram went tobed woke up and we had four sales thenext morning and the cool part was theywere two people I did not know at alland I was like wow like well my firstthought was like cool like I have a tinybit more money in my bank account nowthat's great I'm not just waiting untilpayday again and the second thought waswow this could maybe be something but Ididn't even let myself really think orfeel that at that stage I was like nolike stay calm it's everything is normallike just focus on your job you're verylucky to have a job like all as wellkeep going and yes so that's kind ofwell that was our first for sales exceptit was like I valued them all as thefirst sale so yeah it was a fun timeyeah it's easy to forget that youactually started offline sales I said abusiness oh yeah I don't really everthink I'd be successful so I startedwith my brother and we just threw ittogether he was a truck driver used towork and tell him marketing I come backfrom the UK and he said listen let'sgive this thing a crack it was prettyyoung and I was a bit of a loose younerd and I just sort of thought I willgive it a crack but I honestly deep downdidn't really think it was ever going tocome off I just thought I will try itwe'll give it a crack of is fun to saywe tried a business and remove it afirst sale coming coming through and Iwas like I can't believe someone boughtthis you know and I learned from the soyou get maybe confidence in a second andthird so I come in a four so coming in Irealized we had something a little bitit took longer to we really I realizedwe've really had something but it justgave me that a little bit of self beliefbut to be completely on a spinet when westarted I my expectation I guess maybeI'm a pessimist at heart but was justlike we're not going to sell anythingthis is gonna be a flop and you know itwas just a it was a really reallypleasant surprise when I saw that'sfirst I'll come throughthat was pretty cool thanks Rory I thinkmy story's a little bit different toRory's when we first launched six toeight months ago many many and I mybusiness partner we're a little bitoptimistic probably too optimisticwe found Nick Shackleford I'm not sureif any of you know him who's one of thebest Facebook buyers in the world and Iremember he asked us he was running ourads and he said to us all what do youguys want to do in the first month andManny and I were like 1 million and hereplied and he was honestly shocked tothe point where he didn't want to runour ads anymore because he thought whatwere the most unrealistic delusionalpeople in the world so anyway we welaunched the business on a ham X becausewe couldn't really afford to buy thestock for sure and we we database Idon't know maybe a thousand influencesjust on Instagram and we didn't run anyFacebook ads and I think it was likefour days in and we finally got our ourfirst sale from from an influencer codeand I think the room was probably thesize of this this stage yeah with thisagent or no windows and I remember wehad the notifications on our phone forShopify and you can hear that liketouching and it was the biggesthigh-five in the world it was theprobably why I'll never forget thatfeeling and then we didn't get a salefor in two weeks so I was like we hadone sale and another good I was over twoweeks because our website shut down orsomething like that so was it was stillone of the best experiences but yeahthat's that's our story cool I was goingto say our first sort of sale of a realreal ish ecommerce product was when wecrowdfunded the open air on kik sitewhich is the first Ozzy crowdfundingproduct but then I just remembered thatactually before that I had I had anotherbusiness I found it which was a lasercutting machine business these lasercutting machines that we sort ofredesigned brought them in and startedselling and that that was going quitewell and at the time I remember it wastwenty I think is like 2010 and I seenon Facebook you know the little used tobe like thisa little thumbnail and a little bit ofblue text and a little bit of black textnext to an ad and it was only in theright hand no in feed no anything backthen and I remember seeing that andthinking I I wonder it seems stupidnow I wonder if people would like clickon the ads on Facebook go to ane-commerce site and buy a product whichis ridiculous and so that night Idesigned this little tree was laser-cuttree jewelry tree and cut them on thelasers that we had and and then the nextnight I set up a WooCommerce econwebsite just with the two trees and itwas close to Christmas time set theseads running and just made all thesemassive assumptions about you know womenand their age and all this stuff and putthat in there and yeah went to sleep andwoke up and had like 20 sales of thistree and I was like tiny little ads andby said and and then once we did that Ihad to cuddle the friggin trees whichwas a nightmare so I shut the site downand started thinking man I need to likethink of something that I can make fastthat I can ship easy because they wouldnot matter ship I ship them all they allbroke nightmare I end up driving them topeople's houses and stuff made no moneybut I thought if I can make somethingthat is easy to make got good margineasy to ship it could be something inthis e-commerce thing yeah thanks forsharing guys and I guess it just comesto show you that like even intrapreneurswho are crushing it now all startedsomewhere yeah I'd like to even panelhow would you increase sales if you werea beginner do our course take thestarting scale courseno um I think the main thing when you'rea beginner is just it's a lot of kind oflow-budget activities you have more timeprobably than maybe the people at themid-level and Ohio kind of level andit's just kind of trying differentthings to begin with so everyone knowswith a lot of different channels a lotof different social media channels andthen there's organic and there's paid oneach channel and I think as a founderand as an e-commerce founder early-stagethe best thing and Nate says it's a lotis just throwing things against the walland sting seeing what sticks so and outof the things that do stick it's justfocusing in on one or two of those soit's not necessarily thinking that youneed to you know be doing like a littlebit of everything because that'sextremely overwhelming like it's veryoverwhelming and I'm sure withinstarting scale as well there are so manydifferent tactics there's so manydifferent things you could focus on thisinfluencer marketing you know there'slike there's paid there's social there'slike email marketing like it's a lot tothink about but it's just finding thethings that do kind of move the needlefor you and you can only really findthat out once you've launched like themain thing the only time you can test isonce you're actually really doing thingsbefore you've launched your mainindicator of success or growth is goingto be signups so how many email signupsyou can get so if we're pre-launch andwe're at the beginner stage and wehaven't even launched out anyone in theroompre-launch hands up right heaps that'sawesome so the main thing that youshould be focusing on pre-launch thewhole reason that you're building asocial presence like the whole reasonthat you're trying to get your brand infront of different people and trying toyou know maybe partner there's someinfluences maybe partner with some othergreat brands in the space is so that youcan build your email database I cannotstress enough how important email stillis it is our number one channel if likeif all that Instagram accounts gotdeleted if all of my breach gottomorrow it would affect me so much lessthan if my email databases were deletedtomorrow if I had to start from scratchfrom an email perspective well-liked andat the same time email is still quite avery like it's a very owned channel likeyou guys own your own email data theonly things that can change our buyerbehaviour so people using email less andmaybe moving toward text or whateverelse and like what all those messengerbot companies make you want to thinkthat like everyone's moving to messengerforget about email like everyone'smoving to SMS forget about email SMS isvery invasive and messenger is hit ormiss so email is still like should bethe main thing that you're trying do youguys agree like Oh insane and it's justfor long receiving a text from a brandit puts me off a lot of the time ratherthan being like yes I want to do thislike certain customers it's great tohave that at the same time like the youknow they're I pay sales and things likethat it's fine to do but like mass SMSblast outs if you're collecting phonenumbers as opposed to emails it's it's alot from an early stage company like inthe early stage you have to rememberthat these people are in like the coldstage they don't understand likenecessarily who your brand is and you'relooking to build trust with those peopleso a really really great way to convertcold traffic is to be able to have themon your email database warm them up kindof nurture those leads and you don'thave to pay I mean you know of courseyou pay your email provider a certainamount each month if you're using likeMailChimp or if you're using campaignmonitor if you're using klaviyo X Y Zedplatform you're of course playing toaccess that but at the same time you ownthat database yourself and if ya you arein pre-launch your number one metricshould be how many emails you cangenerate before you're ready to launchso even at the fifth we ran our businessvery much like a pre-sale model eachmonth so because we only sold on the 5thof each month or 5 days the other 25days would basically be spent inJen look I'm happy to jump in okay umit's a different spin on what Grettasaid so if I was to go back in time andan approach what I'm gonna do from zeroto $100,000 what would I do like I wantto learn what my customer wants whattheir demand what the most publicproducts are so the quickest way to dothat I'm not the most profitable way butthe quickest way to do that throughGoogle AdWords I believe now that'swoken up assumption you sell a productthat has an exposed audience so ifyou're selling a product it's completelyforeign to the market it's a completelyinnovative no one knows that a differentsubject will work on a presumption thatyou're selling shoesthen everyone selling shoes if peoplelooking for shoes so what I would do andwhat I would do retrospectively what wedid do is spend those early days lookingat bidding up on Google Adwordstrying to break even didn't matter if wemade any money but if we learned somereally really important stuff duringthat period so we didn't Google AdWordsand we'd find out one what are mostpopular sellers were – what are mostpopular keywords were it's reallyimportant to know that so you want toknow what keywords convert into youbecause at this point it's here at ahundred thousand you want to start yourSEO strategy so you need to startdiscovering what keywords are the onesthat convert best to you and SEO is aslow burned six to 12 to 18 months sothis is the point where we start todiscover okay what are the keywordswe're going to invest in because ifyou're guessing the effect you're notgonna get it right you need to get realevidence before you start putting moneyinto six twelve months worth of GoogleAdWords so SEO so what you want to do isyou want to just feel the cycle you wantto start putting you guys under pressureyou want to start testing withdistribution means you want to startstart really just feeling what it's liketo quickly run a business and work outwhat's working what's not you soon get achance to correct the problems andimprove the pros along with that ifyou're going to spend money on GoogleAdWords there's some really simple waysto try and convert the most out of thosevisits that you're gonna get and that'sjust ensuring when someone visits thesite you do your utmost to keep them soif the exit you got an exit couponyou've got a live chat that's trying toengage people instead of purchase you'vegot a email marketing automation plan ofsomething like klaviyo which is anamazing product youfive emails of someone abandons a cardif someone jobs an email in at somepoint during their journey you know yourhassle and so they buy and we just startsort of building those early structuresto enable you to sort of get theinformation you're gonna need to getfrom a hundred thousand to a million andthat's if your priority is to get tothat point but if it is that I thinkzero to 100 is more about learning thatis about profit and it's more aboutbuilding a strategy that are going toget you to a hundred to a millionbecause there's a hell of a lot ofinformation to learn during that perioddo you guys have anything burning thatyou want to add for this stage at thebeginner stage we do have time if youkeep it short and sweet otherwise and wecan move on to the next one but justjust keeping a short and sweet somethingthat worked really well for us and thatI love to let people like you know ismicro influences something that doesn'tcost so much but you can really get yourproduct out there quick especiallybecause I think people underestimate thepower of micro influences people get toocaught up in spending money on macroinfluences five thousand ten thousandtwenty thousand dollars when you cansend out almost to ten thousand microinfluences for the same price and evenif a female or male is only got twothousand three thousand followers theirfollowers are like real like that theyalmost trust what that person is postingabout so yeah it's it's a cheap way ofdoing it and it's also an efficient wayof doing it so yeah good insights guysso what I took from that was make sureyou focus on growing your email list geton to Google Adwords if it's appropriatefor your business use micro influencersand chat to your customers all rightlet's move on to intermediate so we'retalking about someone who might havebeen operating for a year or so whoprobably have a few members on the teamby then and are doing between a hundredgrand to 1 million a year how'd you growsales at this point I said early stageit's about kind of low-budget activitiesthis is where you actually kind of havea bit of budget behind you and you canbegin to scale soit's a you know it's a really excitingtime for a lot of people it'll be thefirst time that they've seen money likethat like I could not believe like whenwe started making sales that and whenwe're growing so quickly I'd never likeseen money like that in my life I camefrom I don't have like a wealthy kind offamily backgrounds I see some of thelike comments even in the Facebook adsfrom founder that it'll like yeah thatshe's like you know a privileged whitechick that probably came from like moneyalready so I don't really care about thesuccess she had my mom raised me onbasically a single parent income minimalchild support on around $30,000 a yearand never made us feel like we werelacking in anything I've net I justcould not believe it's an incrediblefeeling when you do start to kind ofprovide for yourself and you can dothings like I put money into you know myparents super accounts and I helped youknow it like you can help pay off bitsof your parents mortgage and things likethat it's just like it's the mostincredible experience and rewarding timeso again the beginner time is incredibleand exciting because you're getting tolearn you're getting to chat to everyonethe intermediate stage it's like wallthis is what money looks likelike what do I do now how am I not goingto let all of this kind of go awaytomorrow that was my biggest fear whenwe got to that stage every night I go tobed and be like shit's like it's been agood run great oh you've done well tothis point but tomorrow you start againhow are you gonna do it like I wouldliterally every night be like you'redone like good good go good try butlet's see what happens so at that stagethough to make sure that is kind of notthe case it didn't end up happeningthank God I still you knowoh no I'm less worried about it thesedays but the main thing that you want tobe doing at that stage is starting toreally scale so in the early stages youwere doing kind of low-budget activitieslike organic social and like collectingemailsthe things that you know you don't needto be charged a lot of money bydifferent platforms and different youknow marketing organizations whateverelse the next stage you want to befocusing more sir on your paid ad spendso whether that again like you couldstart earlier stage of course with paidand that's more than fine just yourbudgets they're going to be a lotsmaller but it's going to scale thingsfrom the step one that James is talkingabout like micro influences through tomaybe some mid tier influences and it'sjust starting to put a bit more budgetbehind the things that you were alreadyfocusing on so I think that it's animportant stage in terms of scale likewhen part one was just more so findingout what worked and focusing on a fewchannels part two is kind of focusinglike gnashing down and focusing onputting scale behind what you're doingso whether that's paid ad spend andwhether in part one I remember I made afew notes on this so I was like part 1part 2 part 3 part 1 would moreso bepaid ad like very targeting via Googleand via Facebook that is like the lowesthanging fruit like in the beginner stageyou definitely want to be very targetingthe customers that have visited yourpotential customers that have visitedyour website with paid advertising parttwo is moreso creating a paid ad funnelso a funnel basically is and it's itsounds scary to people is anyone in theroom not sure what a funnel is I wouldnot have raised my hand like but I thinkit took me quite a while to work outexactly what that was like a funnel iscalled a funnel because the mostcustomers come in through the tub themiddle has a second stage of customersand the bottom which is the conversionstage has the least and that's why it'sshaped like a funnel like an upside downtriangle so at the top comes through ourcold traffic and that's the awarenessstage in the middle is warm and trafficand that's the consideration stage andat the bottom is the conversion stage soat the top at the awareness stage youwant to be introducing your brand toyour customer so an incredible thing andsomething that everyone in this roomshouldfocus on if you're in the kind ofintermediate stage should be those kindof Mashable style Facebook cards James Iknow you guys know them very wellthrough Nick shockyou know the they've got a caption thatformula basically goes like there's ahook and there's some social proof andthen it goes through to productprofiling kind of like what the u VP ofyour product is maybe some cattle 3ddrawings of your product back through tosocial proof again and then your offerso that's the basic structure ifanyone's in the Stantons girl group I'vespoken a few times on this in ourfacebook lives but that's the basicstructure of one of those Mashable stylevideos so that's at your awareness stageyou're introducing cold traffic quicklyto your brand as fast as you can andhopefully that little video will getthem across the line to buy if itdoesn't get them across the line to buyyou move into the consideration stageand at the consideration stage rememberI'm moving down the funnel I'm trying soI'll blend this the most people thatsaid there's a hundred people there thenwe move into the consideration stagelet's say fifty people made it throughto the consideration stage and thatwould be a huge conversion rate it'sprobably like ten people made it throughto the conversion I mean theconsideration stage I'm jumping ahead inthe consideration stage what we want tobe doing is building trust so thesepeople are thinking like why would I getmy credit cut out and buy from thisbrand like I understand you know a bitabout them I understand what they'reselling I know what their product is butwhy would I jump in and become acustomer and the main thing that youwant to be using here is social proof sothat could be again if you're a coursestudent very watch the marketingpsychology lesson and that will bethings like website reviews that will bethings like influencer feedback it willbe things like user-generated content itwill be things like positive PR for yourbrand anything you can draw out liketestimonials if your first stage getliterally three friends to review yourproduct for you honestly like they don'tneed to pretend if that's not the casecut out the ones that didn't but honestreview your products for you and you canuse that in your testimonial stage sothat's in the middle of the funnel andthe bottom of the funnel is theconversion stage and that will very muchbe driven by your offer so things likeit might be a money off of us so I thinkit's really refining your funnel at thatstage it's making sure that people atdifferent stages of the funnel areseeing different content so at theawareness stage they need to be aware ofwhat your brand does how your productworks how it all functionsconsiderations stage just to recapsocial proof and conversion stage offerI'll be pretty concise here so welearned some stuff from 0 to 100 wouldwe learn we just that our product outwe've got it out there we found out whatpeople wanted to buy what they didn'twant to buy what keywords confirm whatkeywords don't convert so first up whatwe learned it's 0 no 100,000 I'm gonnastart investing in SEO because SEO is along strategy it's a long game and weneed to know what words to be investingin so we were better to 0 to 100 so wefound out what keywords convert for usso now we're employing somebody toensure that we rank for those keywordssecondly we want to start tighten up theship so we tested them stuff out at zeroto 100 now at 100 to a million we wantto ensure that we're really concentratedon one of the main metrics or bet threeor four the main metrics that basicallydefine your success I mean you can lookat a whole lot of different stuff butfundamentally the lifetime value of thecustomer the average order value of thecustomer the conversion rate and anyreturn on advertising spend now we startreally focusing on those simple numbersand we keep trying to improve them so wework on our conversion rate and we lookat our side of my sock I got a hundredvisitors last month only so manyconverted maybe we get some outside helpmaybe to some rating and we work outwhat we need to do in our site to ensurethat would convert more than 4.1% weturn it to 4.8% or even or devalue $120we're making $30 our lifetime value of acustomerbibble are on average a perch in 1.5times we want to make them purchase 1.8times you know return on advertisingspendingx 3 1 mega x 4 she just broke up eachone of those categories and you find away to ensure that you're improving amall if you move at all or most of themthen you're in italy enviably besuccessful it's about as simple as thatif you can get positive results on allof those factors then you will do betterand I would say at their hundred twomillion dollar mark that's the mainobjective we're going to enter a SEOphase and we're going to concentrate ona fundamentals to ensure that we'recapitalizing every dollar we spend thevisit our website and getting a verymost out of them and to get the most outof it we concentrate on those fourmetrics you need to break it down it'sreally simple just concentrate on eachone individually that's been I think forme trying to pick some different butgoing off what Rory said is it's a goodtime to know your numbers becauseespecially you've got a physical productit's really easy to run out of cash soyou want to know that sort of uniqueeconomics because when you're probablyleading up to $100,000 sales even if youget it wrong you've got enough time toget it right things don't go out ofwhack too quick but when you start toscale that little bit if you run out ofmoney and won't like kill your businessovernight so I think you know reallyknowing your numbers around what itcosts to make something what it costs tosell it and what it costs to get it topeople and at the same time in this inthis period depending where you're atcustomer support and like systemisingsome of this can be really importantbecause if you're trying to grow abusiness you don't I mean you've got tobe you've got to be worried about thecustomer all the time and the customersfirst but you you can't be spending allyour time helping a customer you've gotto make sure that you're there havingpeople doing what you would do whileyou're growing your business so I thinkat around that time is a good time tomake sure that you start to dial in someof those some of those procedures andsome of that you know important stuffthat you need when you scale let's moveon to advanced so thinking they've beenoperating for a couple of years nowthey're doing onemillion plus a year for us was aboutscale through macro influences westarted spending we started budgetingtwenty to thirty thousand a month onmacro influences but not it wasn't somuch about followers it was more aboutinteraction and I think if you're goingto scale influences that's what you haveto look at you can get you can geteasily fooled by how many followerssomebody has but at the end of the dayit's about conversion and about theirinteraction so we started working withAustralian influences to start and thatthat's how we kind of grew as as acompany where we focused on territory sowe would focus on Australia Canada andNew Zealand and they're the they're thethree territories that we focused on ata time rather than rather than trying toexpand too quick we didn't get ahead ofourselves we really narrow down onAustralia New Zealand and Canada and wealso use those influences to be able toscale facebook ads snapchat ads andGoogle ads and retargeting we startedspending a lot of money we would let outwe would let our Facebook guys know onceinfluencer was about to post so theycould get ready to to increase thebudgets of spend and it became once youhit 1 million plus I think it comes getsto a certain point where you startthinking about volume and you startthinking about if you really believe inyour product you want to get yourproduct into as many people's hands asyou can so at the start we were probablyworking on a 3x or 4x ROI but now it'snot as high but our volume is increasedso much and I think to scale that has tohappen and you have to be able to livewith that you have to you have to beable to say I was making 30 percentprofit on a sale now I'm making 20% butnow I'm doing 500 orders a day ratherthan 100 orders a day and I think onceyou come to terms with that and youreally believe in your product and knowthat eventually those people will comeback and buy then you you'll be able toscale and start spending as much moneyas you can on on those differentchannels ok system this goes our incertainly intelligence so I'm going tobe the wet blanket of the group herehaha I wanna talk about the realities ofbeing successful and get to the nextlevel and to be honest a lot of it comesdown to discipline so I'd sayfundamentally we've got to the pointwhere we're turning over a milliondollars we've acquired a quite a numberof customers every time we acquirecustom we pay something to acquire theircustomer it's expensive we might breakeven on a first order make a smallprofit so fundamentally your lowesthanging fruit is getting that firstcustomer that you paid for to come backa second third and fourth time so it'sabout email communications to ensurethem that you you know you get them backwith a compelling message then a goodquality product that'll be your greatestopportunity of profitable growth secondit's about concentrating on thosemetrics I know I said it the first timeand I'll say the second time growth isreally important but growth as aprofitable level is also incrediblyimportant so we continue to concentrateon improving those metrics improving howmany people are appealing to but thenensuring that we we convert those guysat a profitable level you know growinggeographically is obviously a greatopportunity but you know you've got tobe very conscious about the fact thatyou know if you're if you're making goodprofit and you've got a good businessand this is what you want then we're notall going to take over the world that'sa reality of it there'll be some of ushave which is happy to run a reallyprofitable business that's really goodand runs in Australia and it's makingmoney a lot of money can be beenoverseas so again I want to be the wetblanket but it you know it's a game ofinches running a business it's reallypicking out the the granular elements ofrunning a business so I've got awhiteboard at work and at a whiteboardit's ioveiy average order value what wasit this week what was the next week whatwas it the next week the lifetime valuemy customers I go back 18 months Idivide how many customers I serviceddivided by what I turned over I work atmy lifetime value is and I keep tryingto find ways to increase that my returnon advertising spends I'm constantlyrevising copy and shot constant newvariety ways to improve that you know myI'm constantly split testing what I dowith marketing automation itjust constantly looking at thosegranular you know fundamentals that ifyou continue to to improve and youcontinue to be more profitable it willgive you more cash and will give them anopportunity to create opportunity sothere is a million amazing things outthere go into us do another schoolwhich is great but we'll never won't beable to do it what we want is a businessthat's going to pay the bills it's goingto nail us to grow and be successful andstaying at 4 5 10 15 16 20 years andmake profits so to do that that I thinkthe fundamentals are to concentratethose major factors and great thingswill happen once we could days undercontrol and that's just my opinion it'scompletely subjective but um I thinkfocus should be put on the fundamentalsto be my section uh extra points Ihaven't won yet extra fine anything youcan fit into a couple sentence okay acouple of sentences I'd say at thispoint like okay step one we were testingthings we were learning thingsstep two we were scaling and we weregrowing through scaling step three forme at least like I know everyoneachieved a million dog the milliondollar mark at different points I thinkwe made around a million dollars afterabout six months of our business so bysix months we were doing around sixhundred thousand dollars a month and itkept scaling so the previous monthobviously had been a lot slower up tothat point so I'd say by about sixmonths we'd done over a million dollarsin revenue at that point did Iunderstand that that is what I needed tobe optimizing so I know you guys mayhave done that earlier on as well andreally kept a great eye on those metricslike up to that point to us at least itwas like unbridled growth it was justlike I don't even know what's happeningI remember going into a meeting afterseven months with our accountant and hewas like Greta like what are you doingand I was like I don't know all I knowhow to do like the only thing I know howto do is saute like I don't know like Ihonestly felt like I didn't even knowwhat was going on like it tookme quite a while it took me gosh atleast over a year cuz I remember when wewon the Shopify builder businessI was interviewed for the first coupleof times extremely publicly by like TimFerriss and whoever else and I was justlike pretty overwhelmed and they wereasking any questions and I'm like I'mnot really sure like I'm not sure howwe're growing to that point I thinkthose conversations and conversationswith the other winners who maybe ourproduct was extremely trending like wewere very I don't like the word luckyI've worked very very very freaking hardat this so I was not lucky but I wasvery fortunate to find a product thatwas like skinny meaty was at the samestage like at the same time we were thefirst like product in that categorywe were the first detox tea so we had toeducate an entire market and then we'dsee competitors coming in and be like ohGod like they're so lucky they didn'thave to answer like 557 customerrequests every single day because nowthe customer knows and they understandwhat the product is what it's trying todo like we did you coded the market ontheir behalf and they could just step inand kind of sweep up some sales but I'dsay yeah at this point than us at leastlike from a personal perspective of myfirst brand that was the point where westarted to learn how to really optimizehow to like a be test non-stop how to beconstantly being like okay what if theBuy button was here what if it was thiscolor what if it did this like you justwant to start thinking about everysingle point that your customer isinteracting with your brand's you wantto consider and map out their by ajourney from the very very startwherever that might be it might be afacebook ad it might be they followedyou an Instagram through an influencerit might be ten other scenarios it'sprobably like two hundred otherscenarios once you're at that pointunfortunately map out the ten mostcommon buyer journeys and focus onimproving and optimizing at every singlestage of that buy a journey so yeahthat's it all right ladies and gentlementhat wraps up our panel segment whichbrings us back to networking with yourpeersat your leisure I also want to say amassive thank you to our panel membershere tonight GretaRory Rob James we really appreciate yougiving up your time and giving us somereally valuable insights and tips aroundhow we can actually grow ourselvesonline[Music]mission is to help you create anass-kickin business and help you learnstraight from the mouths of world-classfounders get your free printed editionof founder magazine featuring SirRichard Branson just cover shipping andhandling at founder comm Ford / Branson

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