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The Unofficial Shopify Podcast

NEW EPISODES EVERY TUESDAY, SUBSCRIBE FOR UNBEATABLE ECOM RECON – Explore the world of ecommerce and online business, with a focus on the Shopify platform. Each episode features interviews with successful entrepreneurs, experts, and thought leaders, sharing their insights, tips, and experiences on building and growing a successful online store. Join host Kurt Elster and his guests as they share their stories and learn from each other's successes and challenges. LETS GET PAID.

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The Ultimate Facebook Advertising Hack: Dynamic Product Ads

After a brief intro on the headache that can be the Facebook Pixel, Kurt and Zach dive into the newest kids on the Facebook Ad block: dynamic product ads! When to start remarketing? How much does remarketing cost? What ROI to expect? "Flightplan is the easiest way to launch Facebook Dynamic Product ads and generate sales for your shop. Our instant onboarding handles all the configuration, so you can focus on managing your store, not configuring your ads." (Sounds good? No, it sounds great.) Grab your free trial and ad certificate at https://apps.shopify.com/flightplan-for-facebook Links: adMixt: https://admixt.com/ Flightplan: https://flightplan.io/app

30mins

12 Jan 2016

Rank #1

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How COVID19 Changes The Way We Shop

"This is an astoundingly good read on the situation. Wow."That's what I said to today's guest when he explained his view on what's driving purchasing behavior over the last four weeks.In this episode, we're joined by Klaviyo's Director of Product Management, Jake Cohen.Jake has been using Klaviyo's  network of 30,000 businesses and their data science skills to analyze consumer behavior in response to the pandemic.With weeks of data, we're ready to start theorizing on why we're buying the way we are and what's going to happen next.What you'll hear:Why we're feeling more optimistic than everThe psychological theory that may explain our purchases in MarchThe new mindset driving purchase behaviorLinks MentionedSurvey: Ecommerce COVID-19 Pulse CheckOp-Ed: New Essentials Drive Our New NormalResources: Marketing amid coronavirusMessaging Example: whogivesacrap.orgTw: @jfccohenSponsorsGet powerful marketing automation with Klaviyo's revenue-driving email platformTry Bold Product Upsell, free trialSave 20% on Turbo, a blazing fast Shopify theme - Use code PODCAST20 at checkoutImprove your shop’s search engine ranking with Venntov SEO Meta ManagerNever miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletterHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.

39mins

9 Apr 2020

Rank #2

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Back to Basics: Ecommerce Fundamentals with Ross Allchorn

When starting your Shopify business, you’ll discover there’s a lot more to consider besides what you’ll be selling. Ross Allchorn takes us back to basics with some advice for first-time storeowners. — Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS — Learn: Why you need a plan What to realistically expect How to provide better customer service (and bust customer's objections) Why you need to provide comprehensive product information Ross's #1 tip for The Unofficial Shopify Podcast. Links: ShopCreatify.com @allchornr @shopcreatify Blog: How we build Shopify stores Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com

25mins

14 Jun 2016

Rank #3

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Rand Fishkin on SEO for Ecommerce Websites

One of the most misunderstood aspects of any online business is SEO. (And that’s for several reasons that I could do an episode on alone but I won’t.) Instead, we talk to a guest that I’m honored to have, Rand Fishkin Rand Fishkin uses the ludicrous title, Wizard of Moz. He's founder and former CEO of Moz, co-author of a pair of books on SEO, and co-founder of Inbound.org. Rand's an unsaveable addict of all things content, search, & social on the web, from his multiple blogs to Twitter, Google+, Facebook, LinkedIn, and a shared Instagram account. Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS Learn: Why Wikipedia talks about his mustache How he would market an ecommerce business Which is more important: on-site SEO vs backlinks How should eCommerce stores deal with duplicate content? Is performance important? Why four star reviews are better than five star reviews The ​_one_​ piece of eCommerce SEO misinformation out there you need to know Rand's #1 tip for The Unofficial Shopify Podcast. Links: Rand blogs at https://moz.com/ Rand will answer your questions on Twitter: https://twitter.com/randfish Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com

35mins

22 Mar 2016

Rank #4

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The Perfect Shopify Funnel with Richard Patey

In an ideal world, we could point a Facebook ad at your homepage and generate sales. But we don't live in a perfect world, and that's a terrible strategy. Joining us to share the winning strategy that he used to grow and sell his own Shopify store is Richard Patey. Richard Patey is the founder of funnelengine.com which offers done for you marketing & sales funnels for ecommerce stores. — Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS Join The Unofficial Shopify Podcast Facebook Group — Learn: What is an ecommerce funnel? What types of ecommerce funnels work? What's a landing page anyway? Which tools Richard used in his winning business And the perfect funnel he's giving away Links: Get your free Perfect Shopify Funnel Template at shopifyfunnels.com Funnel Engine Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com

31mins

4 Oct 2016

Rank #5

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Is dropshipping dead? What successful dropshippers know

"Is dropshipping dead?" That was one of the most common questions I got toward the end of the last year. Here's the thing– I don't know! Is it? Why are you asking me? There are certainly people more suited to answer this than me. To find out, we're talking to Tomas Slimas, Chief Marketing Officer at Oberlo. He should know– Oberlo users have dropshipped more than 100 million products during the last 24 months. In today's episode, you'll learn the answer, as well as what it takes to become a successful dropshipper, and even how dropshipping can scale your existing store. You'll Learn Is dropshipping dead? What successful dropshippers know What advantages does drop shipping have? How do you choose which products to sell? Are there specific risks to dropshipping? How can Oberlo help you build and even scale your store? Tune in for more details! Resources Oberlo Tomas on Twitter Tomas on LinkedIn Share your thoughts Ask a question in The Unofficial Shopify Podcast Facebook Group Share this show on Twitter Never miss an episode Subscribe on iTunes Join Kurt's newsletter Help the show Leave an honest review on iTunes. Your ratings & reviews help, and I read each one. Subscribe on iTunes What's Kurt up to? See our recent work at Ethercycle Take a ride with Kurt on YouTube Read a free sample chapter of Kurt's book Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com

37mins

27 Feb 2018

Rank #6

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Profitable Facebook Ads & Audiences Decoded with Kurt Bullock

Facebook is giving us more ways than ever to quickly and inexpensively generate custom audiences. As a busy store owner, learning to navigate Facebook's myriad of advertising options effectively can be a time-consuming endeavor. Kurt Bullock joins us to discuss Facebook's new options, and you can use them to set up a sales funnel that segments and targets customers through their relationship with your brand. — Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS Join The Unofficial Shopify Podcast Facebook Group — Learn: Learn why interest target isn’t every effective How to reach the right people on Facebook The new Facebook Custom Audiences available The top of funnel ad type that converts best Links: Free Download: Custom Audiences That Increase Sales Our Facebook Sales Funnel Offering producedept.co kurtbullock.com Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com Transcript Kurt Elster: Today, I've got none other than Kurt Bullock, slightly confusing we have the same first name. He's a Shopify marketing master who specializes in Facebook ads. I noticed because he's been working with me for the last several months fulfilling a lot of our projects and doing an extraordinary job. I'm really excited to have him here with us. Anyway, we're going into it. We're recording live from Ethercycle Headquarters outside Chicago. I'm your host, Kurt Elster. Kurt, thank you for joining us. Kurt Bullock: Good morning, Kurt. Kurt Elster: How're you doing? Bullock: I am doing great. Kurt Elster: Diving right into it, Facebook ads and Shopify, we know Facebook ads are great way to drive new traffic, qualify customers to your store, bring back prospects, people who haven't bought yet but a lot people who implemented themselves do it in a way probably differently than you and I would go about it. Let's start with, what's the wrong way? How are people doing it and screwing it up? Bullock: I think that a lot of people go at it with the approach of trying to put together a profile. This is the way that before there were all these cool new targeting methods, it was really only way to go. This is what they teach in a lot of courses. You would go in put together a profile of your target customer, find all their interests... Kurt Elster: Like a customer avatar? Bullock: There you go. You're putting together a customer avatar, trying to find all the magazines that they read, their customers, their competitions, Facebook pages and try to put together a profile and run ads to that group of interests. The problem with that is you are reaching a pool of audience at that point. They don't know anything about you and it's an expensive and a hard way to go. A lot of people come away from Facebook ads, Googling it doesn't work, I think, because they have difficulty with the targeting. Kurt Elster: Interest targeting not very effective. What works better than interest targeting? Bullock: When I work with a new client, the first thing I do is get them to upload, let's say, a customer list if it's larger than 100 or 200 customers or their whole newsletter list so that we can create a custom audience. Kurt Elster: Why do we need the two different lists? Why not just lump them together? Bullock: It's great if you can segment and find the most, let's say, your best customers. For instance, if you were to rank them just your newsletter members are going to be less targeted, less relevant than your customer list who have all gone through and decided to purchase your product. If you have enough customers that you can upload this to Facebook and the reason you did enough, I say that, is because Facebook's then going to use their algorithm magic and try and create a new audience for you. Create a lookalike audience with completely unique people in there for you to target your ads to. Kurt Elster: That's based on if I give them a list of email addresses or a list of phone numbers which is less successful. What's the minimum for to make a lookalike audience? Bullock: I'm not sure what their hard number is, to be honest. I usually don't upload anything less than 200. I don't have very good luck if I go under 200. They may have a hard limit but I couldn't tell you what it is specifically. Kurt Elster: It changes. It's hard to keep up because the stuff changes so quickly. Bullock: Yes it does. Kurt Elster: It used to be 100. If you upload a list of 100, that assumes 100 percent match rate, right? Not every email address will correspond to a Facebook account. Bullock: That's right. Kurt Elster: 200 is a totally safe number to do with. Let's say, I had a bigger list of past customers. I'm not even playing devil's advocate here. I generally wonder about this. Is it better to upload, let's say, I've got a list of 10,000 customers, and just put everybody who's ever given me $1, or more? Or segment it and say, "All right, should I only upload the 1,000 repeat customers I have, since they'd be my best buyers, or upload the buyers who spent more than $1,000 with me in the last year?" Bullock: That's exactly right. I would definitely go ahead and upload the repeat buyers, or the buyers that have exceeded a certain threshold, if you have numbers like 10,000 to work with. A lot of people don't. You put together the best audience that you can and give Facebook the best material to work with. Go ahead. Kurt Elster: For lookalike audiences, we want quality over quantity for my source material? Bullock: You've got it. Garbage in, garbage out. That's exactly right. You want to make sure that you give them the best audience possible. They'll give you a new audience to target. Sometimes, you do have to jump up to your newsletter list, if you don't have very many people to do that with. Kurt Elster: They generate. We give it source material. We want whatever we have, but the highest quality we have, minimum 200 to be safe. It generates a lookalike audience of that. It just says, "All right. Facebook bought loyalty card data, and credit card data, and unbelievably creepy stuff that they know about you," but it makes for effective ads when they can build these profiles. It's not like there's a person doing it, which if that helps you, make it feel less creepy. It's an algorithm that does it. No one can individually pinpoint people. They're very careful about that. It creates a list of two million people, say, in the US. Once I've got that list of two million people, here's another one, where again, I'm not playing dumb. I really wonder this. Is it a good idea to run the ads against that entire list of people, or if I have a clear idea of who my best buyer is, to run some segmentation on that list? I say like, "Here's my best buyers. Give me a lookalike audience." Now I know my best customers are women, 25 to 34. Should we limit the custom audience to just that? Bullock: That's what I try and go with. Two million is a high number. Facebook is getting much better at being able to handle that. Before, it was a bad idea, in my opinion, to run against two million. I still try and put on some limits. Albeit, when I start a new campaign, I do try and go broad so that I can collect data. Sometimes, I am surprised at who really is engaging and who's purchasing. I oftentimes, try and go broad. If I'm selling something that is for women primarily, I'll go ahead and select women but I might leave the age range open and then let it run for, maybe, a week or a few days at the very least. Then go back. Check the results. I can begin to focus that in before I have wasted too much money on, maybe, those outlying age segments. Kurt Elster: Do you use the Audience Insights tool for this? Bullock: Yes. I use Audience Insights to research it. I build the ads in the Power Editor. It's got a real similar form that you'll find in the Audience Insights tool, you'll find in the Power Editor for building these. Kurt Elster: I am addicted to the Audience Insights tool. It is my favorite thing. [laughs] It is the coolest thing to play with because you don't have to spend any money with Facebook to use it. You could just say, "All right. Facebook, you've got all this info. Give me all the demographic data about my Facebook page likes." Or, "Here's an email list," or, "Here's a list of phone numbers. Tell me, what does this audience look like." They tell you like, "OK, well, they're dislikely to own a home, be married, in this age range, have this level of education." It's just unreal. I think it's a ton of fun to play with. Bullock: It is. It's crazy. As you mentioned before, Facebook purchases all these third party, big hunks of data. They try and assimilate that, and match it to their Facebook users. You can find out stuff that's not related. For instance, if they're in a market for a car, their buying purchases, if they have a mortgage, and then stuff that you do indicate on Facebook. I was talking yesterday with somebody that did things for people that are getting married, and weddings. You can see if people are engaged and target people that are getting engaged. It can be creepy, if you're not careful with the way that you approach it, but really, really great information. Kurt Elster: Yeah, it's a little disturbing when we were shopping for a house, and suddenly I'm seeing ads for houses. I didn't put anything on Facebook about that. We hadn't announced to anyone that my wife is pregnant, and we're already seeing ads on Facebook. It's a little weird. Bullock: That's a little much. Kurt Elster: Facebook is your snoopy aunt who knows too much. [laughter] Kurt Elster: The end result though is it creates relevant advertising, it's very personalized, it feels real. I've got my custom audience, I've got my Audience Insights, I've got all this stuff loaded into Facebook. Well, I always view that there's three kinds of customers that I can advertise to. I got cold traffic people who've never seen or heard of me before. Warm traffic people, say, visited the site in the last two, three, four weeks, and purchasers, people like my active customers who bought from me. What do I do now? Bullock: The goal would be to try and get to warm as quickly as possible. If you're brand new to the Facebook platform, if you don't have a pixel on your site, I don't know if we need to clarify that for any of our listeners but... Kurt Elster: Yeah, explain it. Kurt Bullock: The Facebook pixel is just a little piece of code that you get from Facebook when you sign up for an ad account. You want to put it on all of your web properties, on every page of all your sites, whether you're marketing them right now or not. The sooner the better, because the day will come when it's useful to you and it can be a real treasure trove if you have had it sitting there collecting information. I guess the way that it collects information is that as people visit your site, this will communicate basic information about their activities on your site to Facebook that you can then use to market to them. For instance, I had a customer, we had put a pixel on their site about six months ago. He forgot about it. They engaged with us and for our first promotion, we had a list of 22,000 people that had visited their site and not taken any action. The owner in this case didn't know how he had collected that information, but it was because we had that pixel on there. That's key. You really can't do Facebook advertising without a pixel. One last point on the pixel, that's what gets your analytics data. You can see if any of your ads are converting, if sales are coming from those ads, and it can really help you steer your efforts. Without it, you're pretty much going blind. Kurt Elster: In Shopify, there's two ways to implement the Facebook pixel. I can either just drop it into...under website settings, it will say like, "Google Analytics," and then your Facebook pixel, and you just give it the ID number. Makes it very easy. When they first rolled that out, it had issues. It didn't report right. Has that been fixed? Do you use that or do you manually write it into the theme and the checkout settings? Bullock: I do both, depending on the customers' commitment to sending data and also their needs. You're right, it used to be really bad and almost unusable, and then they took major steps to fix that. Now, you can actually get by -- better than get by -- you can do well by just putting the pixel in there, it'll send good data. I still run into issues with my customers that if we want to get really custom, then I usually go in and use Google Tag Manager and we do a custom setup so that we can send exactly the data that we want for different actions that they take. You can go custom, but if you guys are getting started, by all means, just get that pixel ID number and you can Google that. I'm sure there will be 100 screenshots that show you how the pixel ID looks like, pop it into your Shopify theme, you just go to the online store, and then preferences, and then it's going to be about halfway down the page. Kurt Elster: I've got my email lists uploaded, I've generated lookalike audience based on those, I've run through them with Audience Insights to get a clearer picture of who my customers are. I've got my Facebook pixel integrated on my site, which you can also run Audience Insights on the anonymous visitors to your site so it gets the value out of that, which is cool. At that point, I'm set up. I'm ready to start paying money and running ads, which is cool at this point. We still haven't spent any money yet in this process. We both approach it as a funnel, right? You should always approach everything as a funnel. Where do I start? What do I do? Bullock: Facebook's done some really cool things with custom audiences, so my first objective when I'm building a funnel is to take that cold traffic, that really wide audience, could be a few million if you scope it that high, and bring that down to just the people that have a realistic chance of being prospects for my products. There's a lot of ways to do that, but one of the ways that Facebook has recently introduced is we can create custom audiences based on video views. What I would do is after I have all the stuff that you just described set up, you could then put a product video, explainer video. The old way to remember it was to educate, demonstrate, or entertain as many as you can. I put together a video like that and then you can have Facebook create a new audience, a new custom audience with people that have watched a certain percentage of your videos. If you sort it by people who have watched 95 percent or more, they will be more relevant, but it will be a smaller audience. That's the trade-off. If you need a larger audience, then you could go to people that watched 25 percent of your video or 50 percent. The idea here is that people would only stick around and watch 50 percent or 95 percent of your video if they are interested in what you're talking about. That builds that next custom audience and this audience is going to be more focused and this is where I'm going to begin to really focus my advertising dollars and my retargeting campaigns from here down the funnel. Kurt Elster: I love product videos, especially to get that initial traffic. They're moving in my timeline, they indicate a higher level of sophistication that if I just had an image ad. What makes a good video? What are the caveats here? How long should they be? What should I go for? Bullock: There's a lot of testing being done and it depends on your market. That's the thing that, unfortunately, you hear over and over again, is that it's all about testing and experimenting, which is also cool because you can find out the answers for your particular store by running a few tests. Having said that, I have had really great luck with videos that are two minutes or less. I've got a friend who actually had these seminars that he had recorded and posted. We're talking like 60, 70 minute seminars, and he posted those and gave those a shot as well, and figured, "Boy, if somebody sticks through that whole thing, then they're definitely interested in what I have to say." He came with a really small audience, the very focused. What I normally do for an e-commerce store is a two minute product video. You could feature a bestselling product, a new product. I've had great luck with behind the scenes footage, customer stories, all this stuff that gives customers a behind the scenes look at who's running the company and about your products. Helps to form that relationship so they can start to trust you, and the next time you speak to them, it's not, "How do you do, sir?" a cold new introduction. Now you can speak to them as acquaintances. You already know each other and something about each other at this point. Kurt Elster: The only caveat...Go ahead. Bullock: One last point on that...Go ahead, Kurt. Kurt Elster: Videos, if you watch, you can graph in Facebook how long people watch, like what the drop-off is. It looks like a black diamond ski slope the longer it gets. Even a two-minute video, I've seen you'll lose 60 percent of people in the first 30 seconds. Anyone past 30 seconds is like super engaged because they've watch the whole thing. The only caveat I've seen is you have to assume that the video has to work without sound. Either at close captioning to it, which they make very easy, or just try use title cards to try and have it make sense without sound. Bullock: That's exactly right. Another thing that I would like to add is you can include call-to-action link. The three that I use most often for ecommerce, I had to shop now, learn more, or signup. There's little call-to-action there. Even if they don't take action, if they only watch the video, they are now in your funnel, which is pretty amazing. Kurt Elster: Do these have to be professionally produced video, or can I just take my iPhone 7 and turn it horizontal and film myself talking? Bullock: That's exactly right. It's funny. A lot of times, people see a slick production and skip it. It seems marketing material. It's something that at apartment put out, maybe. When we see somebody that has a phone turned towards themselves or they're filming a product, as long as it's not real shaky and annoying in that way, then I've had really great results with that. Oftentimes, better results with a slightly Lo-Fi video compared to the really polished ones. Kurt Elster: Because it feels authentic. Bullock: Polished ones feel really effective. That's exactly right. You get the authenticity, which is what people are looking for when they're engaging and trying to learn about your business. Kurt Elster: At this point, in theory, the person clicked through the ad or watched most of the video. Now, what do I do with them? I'm assuming they haven't bought yet. Bullock: If they have bought, then you can eliminate them from the rest of this ad funnel. What I typically do is after I have them sorted by, let's say, people that watch 50 percent or more of your video, then I start making what maybe would be my old cold offer. For instance, you could take a carousel ad of your five best selling products. Send that to them with a promo for new customers. First time buyers, promo code, and here're some of our top products. Now, instead of running this ad right into the huge audience, it's a more focused audience for advertising, those are more effective. It's interesting that further you go down the funnel, the higher your ROI and the lower your cost, your CPM goes down to the cost observe a million impressions to your viewers. That's the next thing I do, is try and get them to the site to take a look at a product. Kurt Elster: How do we do that? Bullock: Oftentimes, I use those carousel ads. Kurt Elster: One of those? Bullock: Yes, carousel ads with top selling products are awesome for that step. Once they make it to your site, then the efficiency of your ads go ways up. It goes way up because you can see what they looked at, and the next ad that you show. If they didn't convert, then the next ad you show them can be related to whatever they checked out on your site, which is amazing. It's awesome. You can deliver a message that is appropriate to a product they look at and how far they are down the funnel. If they've added the card, then you can send them a card and didn't purchased, then you can send them on a banning card message. Kurt Elster: These are all variations on re-marketing, right? Bullock: Yes, you got it. Everything is re-marketing below your initial cold traffic campaign. Once you have a custom audience built, then you are re-marketing, which is super effective. Kurt Elster: I love re-marketing. Essentially, you're only showing ads to people who raised their hand. Suddenly it goes for people who you really like. You're a street vendor at that point just yelling at them in their news-feed like, "Hey, check this out. We're selling Simpson and Son Tonic." Like that, how it feels when it's just these drive-by ads versus the re-marketing ads. Those people evolve. They have in some way raise their hand and said, "Hey, I am recently interested in what you're selling." They're familiar with it. It doesn't feel quite so strange, it feels personalized. The other thing is you're no longer biding against this huge pool. You're only targeting your own audience now. Suddenly, the cost per click goes way down. Bullock: Absolutely. There's new features that Facebook has ruled out you. Not everybody will see this in their accounts if they were to look today, but they're ruling them out actively right now. For instance, when somebody makes it to your site, you can now do things like you can create a custom audience of people that have added a particular item, or added anything to their cart more than once. Let's say seven-day period without making a purchase. You could target people that have purchased a certain amount in a time period. You can target people that have looked at, let's say, five pages or more. There's all kinds of cool stuff that you can do now with these new audience. The way that you find those is when you're building custom audiences just like the way that you normally would in Facebook, there's a new button that will appear. It says, "Advance mode." If you click on Advance Mode, that's where you can really unlock all of this potential. It has modifiers like it will sum numbers for you, do greater than, less than, at least, all kinds of cool stuff. The goal of this is obviously to find the most relevant audience. Pick up the low-hanging fruit, the people that are ready to take that next step and give them the right offer. Kurt Elster: If you've got an existing store, you have existing traffic sources, I would focus on editing the re-marketing because that's your low-hanging fruit. You can add this safety net of sorts to bring people back to the site. We know on the average, I don't even need to see the site. People will have to see it like, three, four, five, maybe up to eight times before they make a purchase decision. What was I going to say? I lost my train of thought. Versus if you have no traffic, then the re-marketing really is going to be a struggle. It's nice to put it in place early because you only need an audience of 100 people before they'll start showing. You want to focus on that top of funnel, which is so much harder. With videos, it really makes it much easier because they're engaging. They don't have to be high production or crazy. Bullock: This could be anywhere, but it can be the top of your funnel cold. Now, Facebook lets you target people that have engaged with your Facebook page. It lets you target people that have opened up a new type of ad. It's not that new anymore, but a lead ad. There's all kinds of ways that you can build these custom audience. It's where it used to just be people that visit your website. Now, you can target people. They are taking different actions with your content on Facebook. If you are getting started, you don't have a great web presence, then you can start with a Facebook presence, or just start posting content on Facebook and targeting people to interact with. You can send ads to people that thumbs up your post, if you want, or share them, or all kinds of different actions. It's a great way to fill the top of your funnel, and of course build those re-marketing audiences. Kurt Elster: There's lots of great advice here. In 20 minutes, we packed in a ton of info. I'm sure some people's heads are swimming with the stuff. You put together a download that walks us through it. What's that about? Bullock: I put together a download. It's got 14 different targeting custom audience setups that we run through. With screenshots, that will show you how to create them on your end. I was talking about how to target people that had purchased two times or more in 30 days. You can see exactly how we put that together. You can download that from our site. The web address is producedept.co/unofficial-shopify-podcast. Kurt Elster: I'll include that link in the show notes, of course, for people. You sent me the PDF. I've got it in front of me now. It is literally screenshots of here is the custom audience, here's exactly how to set it up in Facebook. It makes it super easy to start experimenting with stuff right now. Bullock: You could start using the stuff this afternoon with your ads and see better results, make more sales, target the right audiences. Kurt Elster: Kurt, we're coming to the end of our time together. Do you have any closing thoughts? What's one thing you wish every shopify store owner would do? Bullock: The crown jewel of Facebook advertising is getting dynamic product ad setup, that's another episode. You could Google it, but they're amazing. It's something to strive for. It's not very difficult to setup. That's one thing. The other thing is really just focusing on learning how to create cold traffic. As you mention, that can be the most difficult part, but that's the key. It's learning how to bring cold traffic into your funnel. If you can do that, then these other campaigns that we've talked about will take care of the rest and bring people safely down to purchase and repeat purchaser. Kurt Elster: Where could people go to learn more about you? Bullock: You can check out our main site, which is producedepartment.co. I've also got another site, kurtbullock.com, which has some of the other things that I work on. I have developed some software ads and that sort of thing. Kurt Elster: That was incredibly helpful. I hope people start experimenting with these new features in Facebook ads. They're really quite extra ordinary. It was years ago, you had to be some big enterprise to have access to stuff like this, with a huge and minimum advertising budget. Now, Facebook has absolutely democratized it. They have made it available to everybody. It's extraordinary. Anyway, Kurt, thank you. I appreciate it. I learned a lot. Bullock: Thanks a lot, Kurt. Kurt Elster: I have an announcement. Our first Shopify app went live in the Shopify apps store on Tuesday of this week. This episode comes out Thursday, went live on Tuesday. It is a crowdfunding app. If you have an existing store with an existing audience, but you want to have better pre-orders, our crowdfunding app, it's called Crowdfunder, we'll let you setup a countdown timer, show how many have purchase, set funding goals, and then chose what happens when it ends, and if it was fund or not. It's very cool. It's got a free trial. It's only 90 bucks a month after that. [background music] Kurt Elster: Check it out. I would really appreciate it. Go to the App Store, search Crowdfunder. Thanks, everybody, and we'll be back next week.

30mins

1 Dec 2016

Rank #7

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You Need a Virtual Assistant

Growing and scaling your business effectively is a must, but as you do that, the first limiting factor you'll reach is yourself. At some point, you'll discover you aren't superman, and you'll need to offload work to others. Q: How can you get more time back, while still growing your business? A: Hire a VA (virtual assistant). (Hint: It shouldn't be just any VA!) In this episode we talk to Gina Horkey who gives us an introductory overview of hiring and working with virtual assistants. We walk through the value proposition of virtual assistance, how to get started, what you need to know before you start, give hiring & training tips, and the key ingredient that makes hiring a virtual assistant a success or not. Gina Horkey is a married, millennial mama to two precocious toddlers. Additionally, she’s a professional writer and online business marketing consultant with a decade of experience in the financial services industry. Gina enjoys helping other freelancers gear up to quit their day jobs and take their side hustles full-time. Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS Learn: Why not to focus on price Where to find a VA How to start on a trial basis and build trust How to tackle proxy payments How to decide what tasks to give to your VA How to train a VA on tasks Links: http://horkeyhandbook.com/ http://horkeyhandbook.com/va-matchmaking-service Text "getava" to 33444 to get The Top 3 Reasons You Need a Virtual Assistant. Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com

24mins

15 Mar 2016

Rank #8

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Your 6-figure Product Launch Blueprint

Ever wonder the best time and day to promote a product or sale? Or what strategy to use to get orders all day long? In this episode, 7-figure Shopify merchant Mark Arruda breaks down the exact strategy he's using.You'll hear:How Etsy made (and almost broke) Mark's businessRisks around trademarksWhat to do when Facebook ads get too expenseHow to focus on profitabilityMark's next level launch strategyWhy you should never do a weekend launchThe ideal day to launch a productMark is the founder and CEO of Constantly Varied Gear, co-host of the Messenger Mastermind Podcast and an avid community builder and marketer.Show LinksDownload: Mark's Product Launch BlueprintConstantly Varied GearMark's podcast: Messenger MastermindPodcast Recommendation: Ecommerce InfluencePodcast Recommendation: Business LunchPodcast Recommendation: Perpetual TrafficManyChatKlaviyoOctane.aiPostScriptPushOwlNever miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletterHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave an honest review on iTunes. Your ratings & reviews help, and I read each one.Subscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleTake a ride with Kurt on YouTubeApply to work with Kurt to grow your store.This episode made possible by Rewind

47mins

7 Nov 2019

Rank #9

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Outsource Your Back Office: Dan Arriola on Logistics & Fulfillment

Sick of picking & packing orders yourself? How about warehousing? You've probably considered outsourcing fulfillment (or you will) but don't know where to begin. That's how I felt! So we brought in Dan Arriola, CEO of iD Commerce + Logistics, is an expert on scaling e-commerce businesses. Having partnered with both startups and Fortune 500 online retailers alike to streamline their fulfillment operations, Dan walks us through everything you wanted to know about fulfillment. Bonus: iD Commerce and Logistics is giving away 3 months of free fulfillment services to 3 podcast listeners. Register at: http://www.idcomlog.com/shopify/ — Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS — Learn: Why, when, and how to outsource fulfillment Advantages of client-centric fulfillment versus FBA Value of focusing on marketing / sales while letting an expert handle back-end logistics. Lessons from Fortune 500-experienced provider. The real costs of fulfillment Links: http://www.idcomlog.com/shopify/ http://idcomlog.com https://facebook.com/idcomlog https://twitter.com/idcomlog https://instagram.com/idcomlog Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com

29mins

12 Apr 2016

Rank #10

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Stitch People: Building a Tribe

"We don't know anything about marketing." That's what one entrepreneurial couple with a successful niche store and growing community of brand evangelists told me. They may think they know nothing about marketing, but they're actually doing everything right. This is one of our favorite episodes because it's jam-packed with great advice from regular folks. Lizzy and Spencer both quit their day jobs work full time on Stitch People. With two books already out and several more in the design queue, Stitch People is becoming a common name in the contemporary cross-stitch market. Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS Links: Check out Stitch People online: http://stitchpeople.com or follow them on http://instagram.com/stitchpeople and http://facebook.com/stitchpeople to see what authenticity in marketing looks like. Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com

32mins

9 Feb 2016

Rank #11

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Customer Retention: How to Keep Customers Coming Back

To build a sustainable ecommerce business, getting customers to buy should only be the start of a much longer relationship. Retaining customers (and turning them into brand evangelists) is the secret of revenue maximization that the big boys have known for years. Ross Beyeler of Growth Spark joins us today to discuss how to achieve prolonged success with your Shopify business. You'll learn the 5 Stages of Customer Retention: Support Loyalty Advocacy Analytics Automation And the best tools to capitalize on those stages. A graduate of Babson College, Ross Beyeler has been an active entrepreneur in the technology space since 2005 with experience ranging in digital marketing, business development and strategic management. In 2007, Ross co-founded For Art's Sake Media, Inc., a technology company servicing the art industry, where he led the organization through its seed funding, team building and product launch. In December 2008, Ross went on to start Growth Spark, a design and technology consultancy focused on helping eCommerce and B2B service companies become more efficient and more profitable. Since it's founding, Growth Spark has completed over 225 projects and led Ross to a 2010 nomination as one of BusinessWeek's Top 25 Entrepreneurs under 25. Ross can be reached through http://growthspark.com/ or Twitter: https://twitter.com/rbeyeler Show Links: https://apps.shopify.com/help-scout https://apps.shopify.com/sweet-tooth http://www.olapic.com/ https://apps.shopify.com/klaviyo-email-marketing https://apps.shopify.com/lumiary https://apps.shopify.com/nosto-personalization-for-shopify

31mins

5 Jan 2016

Rank #12

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Proven Abandoned Cart Email Tactics

Approximately 70% of your customers will abandon their carts... if you're lucky. That's why the most profitable email marketing workflow you can possibly run is an abandoned cart sequence. In today's episode, we'll cover the best practice four email sequence guaranteed to help you re-engage customers and recover revenue. After that, we'll talk through three out of the box ideas that are proven to work. Adii Pienaar, founder of Conversio, joins us today to explain. Prior to Conversio, Adii was co-founder of WooThemes/WooCommerce, where he made his early entrepreneurial mistakes while learning about building software for ecommerce stores. You'll Learn The current state of abandoned carts in ecommerce The best practices for abandoned cart sequence you need to implement today Three out-of-the-box ideas to test in your sequences Tune in for more details! Resources https://conversio.com/ - Email marketing and reviews for your store. https://kickbox.com/ - Email list hygiene service [https://adii.me/](Adii's blog) Share your thoughts Ask a question in The Unofficial Shopify Podcast Facebook Group Share this show on Twitter Never miss an episode Subscribe on iTunes Join Kurt's newsletter Help the show Leave an honest review on iTunes. Your ratings & reviews help, and I read each one. Subscribe on iTunes What's Kurt up to? See our recent work at Ethercycle Take a ride with Kurt on YouTube Grow Your Store in 2018 Apply to work with Kurt to grow your store. Prefer to DIY? Read a free sample chapter of Kurt's book Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com Learn what's Shopify Plus got that regular Shopify doesn’t?” Sponsors Try Bold Product Upsell free for 90 days Save 20% on Turbo, a blazing fast Shopify theme Improve your shop’s search engine ranking with Venntov SEO Meta Manager

56mins

21 Aug 2018

Rank #13

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Offering Wholesale: Solutions & Realities with Ross Allchorn

Using Shopify for Wholesale is one of the single most requested "features" I hear from new and existing clients. But there's several ways to go about it, and no obvious right way until you've experienced it. In this episode, South African Shopify Expert Ross Allchorn and I put our heads together and come up with a best practice solution for adding a wholesale channel to your ecommerce business. — Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS Join The Unofficial Shopify Podcast Facebook Group — Links: Locksmith App Multi Country Pricing Auto Currency Switcher Moving from Magento to Shopify Plus: The Complete Guide for Large Retailers Ross on Twitter ShopCreatify Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com

30mins

13 Sep 2016

Rank #14

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6072 Subscribers in 14 Days: How to Run a Giveaway

Do giveaways work? Are they an an effective strategy for both growing your email list and increasing your sales? Yes! In a published study from ColorIt.com, giving away $447 dollars worth of product resulted in: 6072 Email Subs 6176 Tweets 5000 FB Likes 2500 More Twitter followers 159 Orders During The Contest 85 Orders After Contest Ended $3.47 Per New Customer Acquired What's the secret? In this episode, My Wife Quit Her Job's Steve Chou reveals the exact step-by-step giveaway strategy to grow your email list and increase your sales. Shopify merchants will hear how giveaways are an effective strategy for both growing your email list and increasing your sales Steve runs the popular blog and podcast MyWifeQuitHerJob where he teaches others how to start a profitable ecommerce business. In addition, he runs an ecommerce store with his wife at BumblebeeLinens.com and an annual conference called the Sellers Summit. His latest business venture is GoBrandWin which is a platform that facilitates group giveaways for brands. You'll Learn What to give away Strategies to promote giveaway When not to run a giveaway Steve's exact Facebook ad & email strategy Tune in for more details! Resources https://gobrandwin.com/ [https://gobrandwin.com/advertise/](Apply For GoBrandWin's Next Giveaway) https://mywifequitherjob.com/ [https://apps.shopify.com/viralsweep](Viral Sweep) Share your thoughts Ask a question in The Unofficial Shopify Podcast Facebook Group Share this show on Twitter Never miss an episode Subscribe on iTunes Join Kurt's newsletter Help the show Leave an honest review on iTunes. Your ratings & reviews help, and I read each one. Subscribe on iTunes What's Kurt up to? See our recent work at Ethercycle Take a ride with Kurt on YouTube Grow Your Store in 2018 Apply to work with Kurt to grow your store. Prefer to DIY? Read a free sample chapter of Kurt's book Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com Learn what's Shopify Plus got that regular Shopify doesn’t?” Sponsors Try Bold Product Upsell free for 90 days Save 20% on Turbo, a blazing fast Shopify theme Improve your shop’s search engine ranking with Venntov SEO Meta Manager

47mins

28 Aug 2018

Rank #15

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Building The Perfect Homepage

You can think of your Shopify store's homepage as the storefront of your store. Just because someone walks by, doesn't mean they're going to come in and shop. You have to to present an alluring storefront to your customer to coax them down your sales funnel. In this episode, Paul and Kurt break down the tested & proven homepage layout you should use to maximize your own conversions. Paul and Kurt discuss: The strategy to use when thinking about your homepage's layout Why each element has a job (and what it is) The right way to setup your image carousel How to implement "safety nets" and why you may be suffering from I-arrhea Tune in for more details! Resources Tactical Baby Gear Leno's Garage Share your thoughts Ask a question in The Unofficial Shopify Podcast Facebook Group Share this show on Twitter Never miss an episode Subscribe on iTunes Join Kurt's newsletter Help the show Leave an honest review on iTunes. Your ratings & reviews help, and I read each one. Subscribe on iTunes What's Kurt up to? See our recent work at Ethercycle Take a ride with Kurt on YouTube Grow Your Store in 2018 Apply to work with Kurt to grow your store. Prefer to DIY? Read a free sample chapter of Kurt's book Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com Learn what's Shopify Plus got that regular Shopify doesn’t?” Sponsors Try Bold Product Upsell free for 90 days Save 20% on Turbo, a blazing fast Shopify theme Improve your shop’s search engine ranking with Venntov SEO Meta Manager Outsource your Shopify customer service with Simplr

56mins

22 Jan 2019

Rank #16

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Homepage Design Made Simple

Who else wants lower bounce rates and higher conversion rates from visitors to their homepage? We discuss: Should your homepage be a squeeze page? What in Turbo theme should be tweaked to improve the mobile experience? What content should go on the home page? Is HERO a must? Should the value prop be the hero image headline? Should your homepage be a branded experience or a long form sales page? Plus Kurt develops an unnatural love for leather goods, and Paul lays out what niche he'd start a store in. Show Links Popov Leather The Contract Shop Skyline Socks The Greek (not Latin) phrase that's the origin of "call a spade a spade" Welsh Otter Shipping Countdown Timer app Motiv Never miss an episode Subscribe wherever you get your podcasts Join Kurt's newsletter Help the show Ask a question in The Unofficial Shopify Podcast Facebook Group Leave an honest review on iTunes. Your ratings & reviews help, and I read each one. Subscribe wherever you get your podcasts What's Kurt up to? See our recent work at Ethercycle Take a ride with Kurt on YouTube Apply to work with Kurt to grow your store. Sponsors Try Bold Product Upsell free for 90 days Save 20% on Turbo, a blazing fast Shopify theme Improve your shop’s search engine ranking with Venntov SEO Meta Manager Outsource your Shopify customer service with Simplr

42mins

3 Sep 2019

Rank #17

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Optimizing for Retention & Repeat Purchases with Eric Davis

Building a base of loyal and repeat customers is a top goal of many Shopify stores. Unfortunately, it's difficult to find what characteristics these valuable customers share so stores end up with weak, generic customer retention plans which lose them customers. Instead, by focusing on three key metrics for your repeat customers in your retention plan, you can keep those customers loyal and grow your store's revenue. Eric Davis joins us to walk through why what key metrics we should be checking, and why. He's suited to discuss it as his consultancy, Little Stream Software, helps ecommerce entrepreneurs customize their Shopify stores using public and private Shopify Apps. — Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS Join The Unofficial Shopify Podcast Facebook Group — Learn: Why your repeat purchase rate is an excellent measure of your future success How to calculate your repeat purchase rate and average order values Why defining the path of your ideal customer can help you evaluate marketing and retention tactics Why focusing on repeat customers can have an out-sized ROI impact on your revenue Links: Eric's free course on repeat customer metrics: http://www.littlestreamsoftware.com/l/unofficial-shopify/ Repeat Customer Insights App: http://apps.shopify.com/repeat-customer-insights http://www.littlestreamsoftware.com Twitter: https://twitter.com/littlestreamsw Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com

30mins

23 Aug 2016

Rank #18

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Cross-sells & Upsells with Ezra Firestone of SmartMarketer

Ezra says, "If you have a business driven by the ad model, you MUST understand upsells, cross sells... it's what's allowed us to grow to $1.5million/month." Ezra Firestone is a partner in BOOM! by Cindy Joseph and the company’s head of digital marketing. He runs a private network of eCommerce websites and regularly consults for companies across the U.S and Canada. He is the founder/creative director of SmartMarketer, an information hub for do-it-yourself entrepreneurs. — Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS — Learn: Conversion bonuses your site needs to have The difference between cross sell and upsell The right way to do cross sell How Ezra sets up post purchase upsells Ezra reveals all of his stats including his email revenue and the product you’ll never guess he sold in 2009 Links: https://smartmarketer.com/ https://zipify.com/ http://www.boombycindyjoseph.com/ Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com

30mins

12 Jul 2016

Rank #19

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Generating Traffic & Revenue in 2020

In this Listener Q&A episode, we talk:Post-purchase email marketingContent strategies when you can't run adsMigrating sales from Amazon to ShopifyNever miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletterHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.SponsorsGet powerful marketing automation with Klaviyo's revenue-driving email platformTry Bold Product Upsell, free trialSave 20% on Turbo, a blazing fast Shopify theme - Use code PODCAST20 at checkoutImprove your shop’s search engine ranking with Venntov SEO Meta Manager

42mins

7 Jan 2020

Rank #20