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Marketing For eCommerce with Bryan Bowman: Online Product Sales Strategies to Suffocate The Competition

Updated about 1 month ago

Business
Education
Management & Marketing
Shopping
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Marketing for eCommerce is a podcast hosted by Bryan Bowman, Founder of eCom Underground. Each week he shares innovative strategies for acquiring leads and sales in your eCommerce business, whether on Amazon, Shopify, ClickFunnels or Big Commerce. Each episode features actionable steps that you can implement immediately to start seeing greater profits in your eCommerce business. The future of eCommerce success belongs to those that eliminate commodity and develop a community. That’s the key to creating a long-term asset that can be sold at a profit. Listen to the real stories of entrepreneurs and business owners just like you and how they overcame struggles and found success. Discover how to make Facebook advertising, Amazon advertising, YouTube advertising, Twitter Advertising, Google Adwords, Linkedin advertising (and more) work for your business.

Read more

Marketing for eCommerce is a podcast hosted by Bryan Bowman, Founder of eCom Underground. Each week he shares innovative strategies for acquiring leads and sales in your eCommerce business, whether on Amazon, Shopify, ClickFunnels or Big Commerce. Each episode features actionable steps that you can implement immediately to start seeing greater profits in your eCommerce business. The future of eCommerce success belongs to those that eliminate commodity and develop a community. That’s the key to creating a long-term asset that can be sold at a profit. Listen to the real stories of entrepreneurs and business owners just like you and how they overcame struggles and found success. Discover how to make Facebook advertising, Amazon advertising, YouTube advertising, Twitter Advertising, Google Adwords, Linkedin advertising (and more) work for your business.

iTunes Ratings

29 Ratings
Average Ratings
28
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1
0
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Bryan Dominates

By Jake Edling - Jul 13 2018
Read more
Bryan has the track record, experience and network that you want. He is extremely genuine and generous with his content and the effort he makes to provide simple steps to achieve what ever he is talking about. Just listen to one episode and you’ll know what I mean...

so much value!!

By _yosef_98 - Jul 12 2018
Read more
if your an entrepreneur this is for you, he knows his stuff period

iTunes Ratings

29 Ratings
Average Ratings
28
0
1
0
0

Bryan Dominates

By Jake Edling - Jul 13 2018
Read more
Bryan has the track record, experience and network that you want. He is extremely genuine and generous with his content and the effort he makes to provide simple steps to achieve what ever he is talking about. Just listen to one episode and you’ll know what I mean...

so much value!!

By _yosef_98 - Jul 12 2018
Read more
if your an entrepreneur this is for you, he knows his stuff period
Cover image of Marketing For eCommerce with Bryan Bowman: Online Product Sales Strategies to Suffocate The Competition

Marketing For eCommerce with Bryan Bowman: Online Product Sales Strategies to Suffocate The Competition

Updated about 1 month ago

Read more

Marketing for eCommerce is a podcast hosted by Bryan Bowman, Founder of eCom Underground. Each week he shares innovative strategies for acquiring leads and sales in your eCommerce business, whether on Amazon, Shopify, ClickFunnels or Big Commerce. Each episode features actionable steps that you can implement immediately to start seeing greater profits in your eCommerce business. The future of eCommerce success belongs to those that eliminate commodity and develop a community. That’s the key to creating a long-term asset that can be sold at a profit. Listen to the real stories of entrepreneurs and business owners just like you and how they overcame struggles and found success. Discover how to make Facebook advertising, Amazon advertising, YouTube advertising, Twitter Advertising, Google Adwords, Linkedin advertising (and more) work for your business.

Rank #1: Achieve Goal Setting Success Using the OKR Tool, Ep #14

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On this episode of Marketing For eCommerce, I share with you the best system for achieving your goals - the OKR (Objectives and Key Results) tool. Success in entrepreneurship essentially comes down to 2 things: knowing what you need to be doing right now and staying focused on that one task.

The OKR tool allows you to focus your time and energy appropriately. It works for me and my team, and I want YOU to benefit from this tool as well. Catch all the details on this podcast episode, and also check out this insider video resource. I promise it’ll help you set better goals and accomplish them faster.

What is the OKR tool and why is it successful?

Before you can start talking about the marketing and tech stack tools your business needs, you need to know WHERE your business is headed and WHY you’re operating the way you are.

Used by Google and small startups alike, the OKR tool allows you to reevaluate your time investments and ensure your team is staying on track. It’s a system that combines qualitative objectives with quantitative key results. The OKR tool can give you dramatic results when used correctly, and I outline the four main components to the tool on this episode - be sure to listen!

Quadrant #1 - Overall objectives and key results

Think of the OKR tool as a grid system with 4 quadrants. In the top right quadrant, you will list your overall objectives and key results. Remember, your objective is qualitative and is an overall goal or vision your company wishes to achieve. Your key results are how you will quantitatively and objectively measure progress on that objective. You’ll typically rewrite your entire OKR system every quarter, so these quadrants will be a guiding force for only 12 weeks at a time.

Quadrant #2 - Top priorities that move you towards your OKRs

In the top left quadrant, you’ll write down the top priorities that will help you move towards your main objective every week. These tasks can be written in a checklist format to encourage progress and stimulate visually motivated team members. Consider priorities that seem slightly out of reach but are attainable with the right amount of hard work and focus.

Quadrant #3 - Big projects on the horizon

Quadrant 3 in the bottom left is where your upcoming big projects are outlined. It’s easy to become hyper-focused on one goal while neglecting your previously scheduled milestones, marketing campaigns, product launches, etc. This quadrant will help you prepare accordingly for projects and prevent last-minute chaos. Methods for documenting projects in quadrant 3 are discussed on this episode, so be sure to listen.

Quadrant #4 - Awareness of potential sacrifices

The final quadrant in the bottom right is where you place potential sacrifices your team may make in pursuit of OKR success. For example, you could place a reminder in this quadrant telling team members to spend time with family in emergency situations or take care of themselves physically. If too many sacrifices are made, the morale of the team will be compromised and goals fall by the wayside.

Always remember to care for and care about your team members. They should always come before company goals and progress reports because they are the backbone of your organization. I explain the full OKR tool system on this episode and on my insider video, don’t miss these great insights!

Outline of This Episode
  • [0:27] Success in entrepreneurship comes down to 2 main things
  • [3:40] What is the OKR tool system?
  • [5:44] What’s the point of OKR systems?
  • [10:07] This is how to lay out your OKR system
  • [14:14] Balance your objectives appropriately
Resources Mentioned Connect With Bryan Bowman

Subscribe to Marketing For eCommerce on iTunes

Jul 06 2018
17 mins
Play

Rank #2: The 3rd Deadly eCommerce Marketing Sin: Not Knowing Your Marketing Math, Ep #3

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This episode of Marketing for eCommerce holds my most critical piece of advice for eCommerce professionals: know your marketing math. If you don’t know key metrics such as gross margins, operating margins, and sales conversion rates you’re not setting yourself up for maximum success. Pay close attention to this episode because I share 4 key metrics that will help you monitor costs, scale your business, increase profitability, and blow your competition out of the water. Listen now!

Metric #1 - Utilize a sales funnel to out-convert any storefront

There are 3 main ways to grow a business: get more customers, get those customers to spend more money on their first purchase, and get those customers to return for more purchases. Utilizing a sales funnel allows you to present specific offers to the right customers and close more sales.

It’s a fact in eCommerce business that sales funnels will always convert more than any digital storefront avenue. Set yourself up for an explosion in business by learning the ins and outs of sales funnels and how they can positively impact your profitability. I explain this process in full detail on this episode, so be sure to give it your full attention.

Metric #2 - Identify your average cart profit

The average cart profit is how much money your company makes per sale. This figure is far more important than the upfront value of the products. When you are able to determine how much profit each sale brings in, you then can determine how much money you can spend on getting the customer to make the purchase.

The real eCommerce winners are the ones who can spend the MOST on acquiring new customers, not the least. THAT’S how you suffocate your competition. This metric directly ties into metric #3, and you’ll understand them best by listening to this episode.

Metric #3 - Recognize the lifetime value of a customer

True eCommerce success stories recognize and appreciate the lifetime value of every customer. If you learn this skill, you’ll be in the top 1% of eCommerce sellers.

One example of lifetime value can be found in this scenario. Let’s say the value of one customer via one sale is $20. But your marketing math research shows that with an additional investment in customer acquisition, that customer could make multiple sales in future months. That customer’s worth jumps up to $80. The additional projected profits can be invested in marketing dollars used to convert that customer multiple times. ECommerce companies that hone this strategy will succeed in far greater ways than companies who ignore this opportunity.

Metric #4 - Create a recurring revenue stream to enhance your marketing math profitability

The best way to crush your eCommerce competition is through building a recurring revenue stream. Just because your company focuses on products (and not digital information or a service) does not mean you can’t add this model to your existing business structure. Be creative in thinking of ways a recurring purchase could add value to your original product, and you’ll be amazed at the additional reliable revenue it brings in.

By pairing these 4 metrics with an innate understanding of the marketing math behind your eCommerce business, you’ll be light years ahead of your competition. Combined, it’s a strategy superpower that will allow you to scale in unimaginable ways. Don’t miss the full explanation on this episode of Marketing for eCommerce!

Outline of This Episode
  • [0:30] What is the most important thing any business must monitor?
  • [3:34] Basic terms necessary for understanding marketing math
  • [5:54] Metric #1: Utilize a sales funnel - achieve the first 2 ways to make more money
  • [7:30] Metric #2: Average cart profit (ACP) outweighs Average Cart/Order Value for eCommerce sales
  • [10:28] Metric #3: Knowing the lifetime value of a customer
  • [13:17] Metric #4: Build in monthly recurring revenue
  • [15:13] Knowing these 4 metrics will give you the confidence to scale in unimaginable ways
  • [17:06] My call to action for current eCommerce business operations
Connect With Bryan Bowman

Subscribe to Marketing For eCommerce on iTunes

Apr 27 2018
19 mins
Play

Rank #3: Improve Your Advertising Strategies and Enhance Your Copywriting by Understanding These Stages of Customer Awareness, Ep #35

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Eugene Schwartz’s book, “Breakthrough Advertising,” should be one of the top resources for every eCommerce seller because it expertly explains the idea of varying levels of customer awareness. On this episode of Marketing For eCommerce, I’ll walk you through the 5 levels of customer awareness that Schwartz explains in his book, and they’re insights you don’t want to miss. To up your marketing game through targeting copywriting, don’t miss this episode.

Not all copywriting is created equally! Leverage the differences in customer awareness

Far too many eCommerce sellers build sales pages with two of the wrong things highlighted: your logo/brand and your product’s price. This strategy only works for the first level of customer awareness, your “hot” audience. The majority of the market that exists won’t react positively to that type of advertising. To truly market your product and put it in the best light, you’ll need to understand these levels of awareness that I share in this episode.

#1 - Your customers that are most aware are the easiest to sell to

The “hot” audience in your market is described as the people who are already aware of your brand and your product. They’re most likely repeat customers, and their only concern is your price point (because they’ve already subscribed to the benefits of your product and the value behind your brand.) Copywriting for this level of customer awareness is easy!

#2 - Your “warm” audience can be converted through retargeting

“Warm” audience members are aware of your brand and they’ve often abandoned carts, but they have not yet converted into buyers. They may subscribe to your brand’s mission and product benefits, but something (sometimes it’s the price point, sometimes it’s something else entirely) is preventing them from purchasing. This market is best captured through copywriting that is based on social proof retargeting. I fully explain this method of advertising in this episode, so be sure to give it your full attention.

#3 - The three stages of “cold” customers are the toughest to market to

There are 3 stages of the “cold” audience that doesn’t have any relationship with you as a seller. They include:

  1. People who know what they want, but are unaware of your product
  2. People who have a need, but not a burning desire to solve the problem
  3. People who need to be shown why their new burning desire can be solved by using your product

All 3 stages of this cold audience can be marketed to through content. They respond well to copywriting that is story-based and isn’t immediately tied to your brand or your product. For more information on these stages specifically, don’t miss this episode.

Outline of This Episode
  • [0:32] The information on this episode of Marketing For eCommerce is complex, but 100% necessary
  • [4:22] Level 1 - Your most aware market
  • [7:46] Level 2 - Your slightly less aware, “warm” audience
  • [12:00] Levels 3, 4, and 5 are made up of your “cold” audience
Resources & People Mentioned Connect With Bryan Bowman

Subscribe to Marketing For eCommerce on iTunes

Nov 30 2018
21 mins
Play

Rank #4: Take Advantage of Black Friday Opportunities and Increase Your Quarterly Sales, Ep #32

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Nearly every eCommerce seller relies heavily on their final batch of quarterly sales. Black Friday and Cyber Monday are only 2 weeks away, and there are steps you can be taking right now to prepare for these critical sales events. On this episode of Marketing For eCommerce, I outline my best insights that will help you make the most of these upcoming sales days. Listen now to hear insider information you can't afford to miss!

The secret to running a great sales promotion is preparation

Don’t fall into the trap of throwing together a sales promotion just a few days before the event. What’s the #1 key to running great promotions? Preparation! You HAVE to plan in advance if you want to see ultimate levels of success. Your autoresponders, social media ads, chatbot keywords, email blasts, etc. can all be planned out weeks in advance. Plan out promotional materials to be sent 5 to 7 days in advance, set up your autoresponders, and then sit back and avoid the last-minute stress.

Your job as an eCommerce seller is to take advantage of the existing conversation about Black Friday quarterly sales

Previously on the podcast, we’ve discussed the Collier Principle, which states that marketers should seek to enter into the conversation that’s already happening in a prospect’s mind. In the United States, there is a massive conversation surrounding Black Friday and Cyber Monday that you can take advantage of. Followers are primed and ready to become buyers - you just need to make the decision as easy as possible for them.

Your #1 action item is to start building anticipation for your upcoming offers

After listening to this episode, your action item is to start building anticipation for your offers. Refresh your lists of followers and begin sending out “teaser” emails that highlight upcoming offers (but don’t give everything away!) Now is the time to forge relationships and expand your community. While they may not be quite ready to buy this season, you’re investing in their value as potential future buyers.

Using periods of deep work can accelerate your progress in developing content

I have found that blocking out periods of deep work allows me to fully dive into the preparation and organization stages that lead up to Black Friday. It’s tough to plan out an entire click funnel when you only devote sporadic periods of 20-minute work. But if you sit down for a few hours at a time, you’ll be amazed at how much progress you can make. To hear how I make it work best for my businesses, don’t miss this episode of Marketing For eCommerce.

Outline of This Episode
  • [0:30] eCommerce success doesn’t always come easily
  • [4:20] Preparing for Black Friday and Cyber Monday is essential
  • [6:40] These resources should be built out weeks in advance
  • [8:20] Consider using periods of deep work to accelerate progress
  • [9:40] Develop your offers and funnels
  • [11:15] Here’s your action item - build anticipation for your offers
Connect With Bryan Bowman

Subscribe to Marketing For eCommerce on iTunes

Nov 09 2018
14 mins
Play

Rank #5: FLASHBACK - The Why and How Behind Targeted Sales Pages, Ep #33

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With only a few weeks left in 2018, every single eCommerce professional is busy creating sales pages and planning for the upcoming Black Friday and Cyber Monday sales events. I encourage you to take a break from your hard work and recharge by listening to this insightful episode of Marketing For eCommerce. We flashback to episode 22, where I walk you through the buyer persona identification process and explain why you need to be leveraging targeted sales pages.

You’ll hear about a case study I’ve done with HydroFlask bottles. No matter which type of buyer is consuming the product, the end result is the same - a bottle that keeps hot drinks hot and cold drinks cold. Throughout this episode, I use Hydro Flask bottles as a perfect example of the strengths and benefits of targeted sales pages. This 20-minute episode could change the way you approach business forever - be sure to listen!

You need to know who is buying your product and what benefit they’re seeking

Many different types of people may be seeking your product in search of a slightly varied result. For example, Hydro Flask may develop targeted marketing messages for 4 different types of buyers: bodybuilders, biohackers, campers, and blue-collar workers. Bodybuilders may want to stay hyper-hydrated, biohackers need to stay focused on staying hydrated, campers look for durable, reliable gear, and blue-collar workers want a product that will keep beverages at temperature for long days on a job site. By understanding these types of categories for your product, you’ll be better equipped for developing your targeted sales pages.

Creative marketing messages are essential for each category of interested buyers

In the early days of marketing, companies used to be able to develop one generic marketing message and distribute it to the masses. However, those days are over and eCommerce professionals now must develop creative messages for each category of potential buyers. The message and product benefits you portray would vary slightly for each type of buyer. Refining these messages may take time, but the investment will be well worth it.

Use this strategy to develop specifically targeted sales pages

I walk you through the process for developing these targeted sales pages all on this episode of Marketing For eCommerce. The first step is to aggregate your insights from Facebook and determine your main categories of potential buyers. Then, create a generic sales page template. For each buyer category, simply copy and paste the template and fill it with customized content, images, offers, etc. It may sound simple and too good to be true, but it works! Be sure to listen to this episode for the full story.

You can’t afford to not implement this strategy in your eCommerce business

Creating targeted sales pages is more challenging than simply sending out a blanket marketing email or social post. But you can’t afford to NOT implement this strategy in your eCommerce business. I have seen massive increases in engagement rates and click rates after utilizing these sales pages, and it’s because every buyer feels like you’re speaking directly to them. If you make a buyer feel like you’re doing work specifically for them and them alone, you’ll quickly develop raving, lifelong customers.

Outline of This Episode
  • [0:20] Set yourself up for a strong Q4 finish by giving this episode your full attention
  • [4:12] You need to know who is buying your product and what benefit they’re seeking
  • [9:47] Targeted sales pages as viewed through an example with Hydro Flask bottles
  • [13:54] Marketing for your main target groups through sales pages
  • [16:30] Here’s how you can create these targeted sales pages, and why they’re essential
Resources & People Mentioned Connect With Bryan Bowman

Subscribe to Marketing For eCommerce on iTunes

Nov 16 2018
21 mins
Play

Rank #6: These 7 Tools for eCommerce Software Will Drive Leads and Convert Sales, Ep #34

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This episode of Marketing For eCommerce will outline 7 tools for eCommerce software that you can’t afford to not have incorporated into your business. I’ll explain why #5 is perhaps the most essential function you need to be leveraging, and it’s an episode not to be missed. All of the details can only be found in the audio, so be sure to listen now!

#1 - You need a place to sell your product

Your top-notch products need to be sold. The best eCommerce sellers don’t rely solely on Amazon do their selling, they utilize a separate online storefront. I highly recommend Shopify, because nearly every developer designs apps and plugins that are compatible with this platform. It can be a great foundation for the rest of your business.

#2 - Your platform needs to support various types of content

No matter which platform you pursue, it needs to be versatile enough to host various types of content (I’m talking about so much more than landing pages.) Product demos, videos, Q & As, etc. need to have a home - and its home can be on your rock-solid platform foundation.

#3 - Leverage an exit intent functionality

Exit intents are the pop-ups that appear on your page right before a lead is about to leave your webpage. They are a critical tool for eCommerce that can turn an interested lead into a paying customer - and they’re not hard to set up! I share my top choice for exit intent builders on this episode, be sure to check it out.

#4 - Use your analytics to receive the best insights

Successful eCommerce ventures leverage the insights available through analytics such as your Facebook pixel and Google Analytics. While you may not think you need them right now, it’s a must-have building block once you begin to scale your business.

Out of all the tools for eCommerce, #5 is the engine behind driving sales

Your email service provider is the #1 engine that drives sales. Your email service provider allows you to nurture lists, handle email sequences, and present post-purchase options that keep your customers coming back. There are dozens of options out there (Active Campaign, MailChimp, etc.), and the platform doesn’t matter so long as you’re actually using one. The money you make off of this tool for eCommerce will 100% offset the purchase cost. You don’t want to select the cheapest option either - you’ll want the dynamic features that come with the premium packages.

#6 - Messenger bots are the wave of the future in eCommerce

Messenger bots are becoming increasingly common in the eCommerce space. You’ll want to start exploring this fun new tool for eCommerce in the new year. If audiences in your niche respond well to the technology, you can even start completing purchases and collecting payment - all through Facebook Messenger. For all the details, be sure to give this episode a listen.

#7 - One-click upsells can drastically increase your average order value

Finally, one of the greatest tools for eCommerce you can be leveraging is the one-click upsell. They can dramatically increase your average order value - which is why you need to be building out this tool! I share with you how to do just that - and so much more - on this episode.

Outline of This Episode
  • [0:30] The final 5 weeks of the year allow you to maximize the future value of leads you’re acquiring right now
  • [3:12] Here’s why you need to adopt a mindset of essentialism
  • [6:14] #1 - You need a place to sell your product
  • [7:52] #2 - Your platform needs to host various types of content
  • [8:50] #3 - Leverage exit intent functionality
  • [9:40] #4 - Have your analytics set up
  • [10:17] #5 - Invest in a great email service provider
  • [12:09] #6 - Messenger bots are the wave of the future
  • [14:18] #7 - Increase your average order value by using THIS tool
Resources & People Mentioned Connect With Bryan Bowman

Subscribe to Marketing For eCommerce on iTunes

Nov 23 2018
17 mins
Play

Rank #7: Boost Your Revenue by Using These 2 eCommerce Retargeting Strategies, Ep #17

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Utilizing an eCommerce retargeting strategy is the BEST way to boost revenue in your online business. It allows you to secure money that’s been left on the table and profit from customers that your competitors are ignoring. I have found that eCommerce professionals that use these 2 strategies earn more, sell more, and enjoy more success.

On this episode of Marketing For eCommerce I walk you through the retargeting strategies that will change the way you pursue customers and explain how these strategies will save you money in your marketing budget. You don’t want to miss these insights - listen now!

Capture the forgotten 90% of customers and stop leaving money on the table

The average Shopify store sees a mere 2% conversion rate. If you’re seeing these low rates, don’t be alarmed! It’s, unfortunately, the norm. Only 2% of all visitors were the customers ready to buy right now. And if you utilize a sales funnel, the conversion rate increases to 10%. But what happens to the other 90%?

Most eCommerce businesses simply ignore them! That’s when these 2 eCommerce retargeting strategies come into play. Why spend marketing dollars on getting 100% of your customers to your store, only to have 90% of them abandon carts and leave? You NEED to use these strategies to retarget and remarket to this majority of visitors and convert them into customers.

Strategy #1 - Start using an email eCommerce retargeting tactic

The first eCommerce retargeting strategy simply augments your existing “abandoned cart” email prompt. To increase the number of “almost customers” on your email list, create a 2-step order form. A guest will go from the sales page, click “yes I want to buy,” and will be prompted to enter their email. After submitting their email, that’s when they’ll be taken to the payment information page. By capturing their email before they have the chance to abandon a cart, you’ll have thousands of more emails in your CRM that can now receive additional marketing emails. It’s a simple strategy, but it works! Many eCommerce businesses see up to 30% more closures after implementing this strategy. For the full story, don’t miss this episode.

Strategy #2 - Integrate your abandoned cart messages into Facebook chatbots

The second eCommerce retargeting strategy involves Facebook messenger chatbots, something I’ve talked about at length on episode 6 of Marketing For eCommerce. If you integrate your existing abandoned cart marketing strategy into highly personalized messenger texts, you’ll see sky-high click rates of 60-70%. The engagement rates for these types of messages are so high because it’s personalized - prospective customers love seeing their recently viewed items pop up in their Messenger app. Retargeting through Facebook ads are also a solid way to secure these additional sales. I outline everything you need to know about this strategy on this podcast - it’s one not to be missed!

These 2 strategies will save you countless marketing dollars - here’s why

So many eCommerce professionals lose money by investing in acquiring prospective customers, but then letting them walk away without committing to a purchase. “Almost buyers” that abandon carts have already made so many micro-commitments to your business and product. They said “Yes!” to clicking on an email or social media ad and they said “Yes!” to browsing your site. You need these 2 strategies to help them say “YES!” to the final purchase.

Think about these strategies in terms of your marketing budget. These eCommerce retargeting tactics typically cost less than $5 per person to employ. Compare that to your original customer acquisition budget, which tends to be upwards of $30 per person. It’s easy to see how these small additions can make all the difference in your eCommerce profits. If you start using these strategies now, I promise you’ll see results. Listen now to hear how.

Outline of This Episode
  • [0:30] These strategies are an easy and fast way of boosting revenue
  • [2:38] Capturing the forgotten 90% will prevent you from leaving money on the table
  • [6:30] How you can achieve the retargeting with 2 strategies
  • [10:58] This retargeting strategy will save you countless dollars in marketing budgets
Connect With Bryan Bowman

Subscribe to Marketing For eCommerce on iTunes

Jul 27 2018
16 mins
Play

Rank #8: These 3 eCommerce Basics Need to Be Your Sole Focus, Ep #18

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Far too many online sellers aren’t focusing on these 3 eCommerce basics. If you invest a few hours a week on these 3 pillars to success, you’ll crush your competition and end up converting more customers than ever before. I outline 3 basics that you need to focus on this episode of Marketing For eCommerce. Stop being distracted by the new shiny tools, figure out your business’s foundation, and watch the dollars roll in.

Focus on these eCommerce basics and stop being distracted

Success in eCommerce is just like becoming a professional athlete. The most successful athletes don’t go chasing after every new training trick or shiny equipment. They focus on the basics, perfect their techniques, and then find themselves achieving massive amounts of success. eCommerce works the same way! Tech tools, new software, and fancy selling strategies only supplement a strong foundation built on these eCommerce basics - they don’t form a strong eCommerce business all on their own.

#1 - Collect and leverage social proof to convince prospects to become customers

Humans are busy, distracted, and are always looking for mental shortcuts. That’s why we’re hardwired to look at what our tribes are choosing and purchasing. Social proof allows our brains to make quick decisions based on the success of other customers. If our friends (or even reliable internet strangers) enjoy and use a product, we’re much more likely to make those impulse buying decisions.

Social proof comes in 3 main forms:

  1. Unbiased reviews (short, to the point)
  2. Customer-submitted photos of the product in use (candid, not staged)
  3. Testimonials (longer explanations of the product’s success)

These pieces of social proof are critical in convincing prospects to become customers. It’s a quick form of validation that you need to be leveraging. To hear more about this eCommerce basic pillar, be sure to listen to this episode.

#2 - Develop a Unique Selling Proposition and stop selling commodities

If you take the time to develop a powerful Unique Selling Proposition (USP), it will answer one main question: Why should consumers choose YOU? A strong USP offers your prospect the differentiation they need to decide on your product rather than your competitors. Start by identifying your top product benefits (not features or specs). Then, hone in on the #1 benefit. Once you craft an engaging USP, infuse it into your website and social platforms. I promise it’ll help customers choose you over everyone else. And even if the prospect doesn’t purchase from you, they’ll know and recognize your brand because of reasons XYZ that are written into your USP.

I talked more about USPs on episode 2, be sure to check it out for even more great insights on this critical idea.

#3 - Create offers to help your customers reach their results faster

Hardly any eCommerce businesses are focusing on this fundamental pillar of selling success. Bundling your products together into an offer is a powerful way to add value. If you solve multiple problems for the consumer in one sale, they’ll remember your brand, come back for more, and tell their friends. Pairing the right product with the right online content, supplemental materials, etc. will help your customer achieve their goal faster, and keep them buying from you and you alone. Remember - people aren’t buying your product, they’re buying the transformation your product offers them.

Outline of This Episode
  • [0:30] Key takeaways from the M4EC Facebook group
  • [3:03 Fundamental #1 - Leverage social proof
  • [7:04] Fundamental #2 - You need a USP
  • [10:00] Fundamental #3 - Stop selling products, start creating offers
Resources & People Mentioned Connect With Bryan Bowman

Subscribe to Marketing For eCommerce on iTunes

Aug 03 2018
13 mins
Play

Rank #9: Here’s How to Succeed Through Posting Ads on Facebook, Ep 7

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Posting ads on Facebook is often seen as the holy grail for digital marketers and eCommerce professionals. Sadly, the vast majority of eCommerce marketers aren’t playing the Facebook marketing game the right way, simply because they don’t know the rules! On this episode of Marketing For eCommerce, I explain the #1 mistake everyone’s making in posting ads on Facebook and how YOU can start viewing Facebook ads as an investment into the future success of your business. Don’t miss this episode!

This is the #1 mistake everyone makes when posting ads on Facebook

Even marketers who don’t sell in the eCommerce space understand the importance of posting ads on Facebook. But what people don’t understand are the nuts and bolts behind the Facebook algorithms. It’s designed to do the heavy lifting for you! The #1 mistake people make is not understanding how the Facebook marketing process works. This is not a process that you should simply guess at and hope for the best. When done well, posting ads on Facebook can be one of the greatest marketing assets your business will have.

Facebook’s marketing algorithm is designed to work with options - let it work for you!

eCommerce marketers spend an inordinate amount of time writing the perfect copy, selecting the best image, and coming up with the greatest tagline for every. single. ad. Thus, they only run a handful of ads at a time. This is NOT the best way to create a winning Facebook marketing strategy. Here's why. Facebook’s algorithm is designed to work best with OPTIONS. You’ll see much higher success rates if you give the algorithm a variety of images, copy, taglines, and potential audiences to work with. To hear my full explanation on why this is the best way to approach posting ads on Facebook, listen now to this episode.

You need to adopt an ad money mindset - it’s an investment!

Posting ads on Facebook can become expensive, especially as you begin to run dozens or even hundreds of ad campaign combinations. Don’t let the cost scare you away! It’s time to start viewing your marketing and advertising dollars as an investment. It WILL provide valuable insights into your business and how your target market interacts with your business online. This ad money mindset is crucial if you want to move forward with your eCommerce business and become scalable. After the first few rounds of running many ads, you’ll start to see what’s working the best. That’s where you should then devote your budget.

Here’s your call to action that will result in better strategies for posting ads on Facebook

It’s a fact, most people aren’t posting enough ads on Facebook. But this is easily fixable! My call to action to you after listening to this episode of Marketing For eCommerce is to simply start running more ads! Start experimenting with content, titles, and especially images - they’ll bring in 80% of your clicks. For those of you who aren’t currently posting ads on Facebook? I guarantee that if you start posting ads and keep this information in mind, you’ll see higher success rates in your eCommerce business. And don’t forget to listen to the full audio for this episode for all the details.

Outline of This Episode
  • [0:30] Here’s the #1 mistake all Facebook advertisers are making
  • [4:36] If you understand THIS about Facebook, you’ll be more successful
  • [9:54] Most people aren’t running enough ads!
  • [12:30] STOP crafting the perfect ad - this is why!
  • [14:48] Here’s your call to action after listening to this episode of Marketing For eCommerce
Connect With Bryan Bowman

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May 18 2018
16 mins
Play

Rank #10: Follow These 4 Criteria to Find Your Best Niche Market, Ep #21

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Finding your best niche market is the #1 thing you can do to increase your chances of success in eCommerce. The importance of honing in on your target market is even more important than focusing on your product’s features. On this episode of Marketing For eCommerce, I reveal the top 4 criteria you need to consider when defining your best niche market. I walk you through the process of honing in on the people that will support your eCommerce venture for years to come, and it’s an episode not to be missed. Listen now!

Criteria #1 - Your best niche market needs to be irrationally passionate

Successful eCommerce selling is about so much more than having a unique product. You need to have a 50,000-foot view of your business, and that starts with discovering your best niche market and uncovering what they’re deeply passionate about. As Gary Halbert so expertly explained in his famous analogy, the best restaurants aren’t successful because they have quality ingredients or great customer service. They succeed because they attract a starving crowd.

To find your market’s deepest passion, continually peel back the layers of their interest. For example, general pet owners aren’t as passionate as dog owners. Dog owners aren’t as passionate as pit bull owners. Finally, dog owners who have pit bulls aren’t as passionate as owners who take care of rescue pit bulls. At the end of the day, your business can be about so much more than the collars of leashes you sell to dog owners, it can be about the truest passions your customers possess.

Criteria #2 - There must be enough passionate buyers within the niche market

Once you uncover their deepest passions, you must figure out if there are enough buyers within that specific niche market. For every 100 followers, there’s usually 1 interested in buying. It’s a fine line between curating a niche market and having enough people in your target area that are interested in buying your product.

Criteria #3 - Would these buyers share their brand loyalty with the world?

One of the best ways to determine a follower’s level of loyalty is to ask yourself, “Would they wear me on their t-shirt?” Regardless of if your brand actually sells t-shirts, you must be able to know if they’re willing to show their brand loyalty with the world. Your best niche market will bond together over the community you create with your products.

Criteria #4 - Are these buyers willing and able to spend money on your product?

The most important criteria for your bottom line is if these passionate niche market followers with intense levels of brand loyalty are willing and able to spend money on your products/services. If they have disposable income and are willing to part with it, and you capture them with products that tap into their passions and sense of loyalty, you’ve earned a customer for life.

Following these 4 criteria and asking yourself these questions will help you determine your best niche market to pursue. Find your “starving crowd” and your eCommerce venture is sure to succeed. For the full story, don’t miss this episode of Marketing For eCommerce.

Outline of This Episode
  • [0:30] This is the #1 question you need to consider as a new eCommerce seller
  • [2:40] Gary Halbert’s wisdom on what eCommerce businesses need to succeed
  • [4:16] Criteria #1 - Find an irrationally passionate niche market
  • [7:45] Criteria #2 - Are there enough passionate buyers?
  • [8:42] Criteria #3 - Would they wear you on their t-shirt?
  • [9:58] Criteria #4 - Are they willing and able to spend money?
Resources & People Mentioned Connect With Bryan Bowman

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Aug 24 2018
13 mins
Play

Rank #11: These 4 Mindset Strategies Will Have an Immediate Impact on Your eCommerce Business, Part 1, Ep #19

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These 4 mindset strategies are the keys to increased success within your eCommerce business. As entrepreneurs, we often fall prey to distractions, shiny new tools, and the Next Big Thing. But to stay focused and see an immediate impact on your business, you HAVE to follow these 4 strategies. I explain the first 2 on this episode, and you don’t want to miss part 2 of this conversation on the next episode of the Marketing For eCommerce podcast. I promise it’ll be worth your time.

Here’s how I discovered these 4 mindset strategies

I’m in the middle of writing an exciting new book that combines all the best lessons I’ve learned so far as an entrepreneur and eCommerce professional. By far the hardest part of the process was identifying which foundations would be the guide for the rest of the content.

That’s when I discovered these 4 mindset strategies. They have been the force behind my success in eCommerce and I want YOU to benefit from them as well. Once applied to your life, they will have an immediate impact on your business, and they will move your company forward in ways never seen before. If you implement these frameworks, it’ll only augment the success brought about by other marketing, sales, and business strategies. Don’t miss this episode!

Strategy #1 - Intensely focus on only one priority

When I started my own business, I had to dedicate all my time and resources to only one venture - eCommerce. I had to put aside all distractions and this sole focus required me to say “no” to everything else. And these forced decisions were the best thing that could have happened to me early on in my entrepreneurship journey.

Warren Buffett explained it best when he said, "The difference between successful people and really successful people is that really successful people say 'no' to almost everything." Identifying your #1 priority gives you the freedom to relentlessly say “YES!” to what matters most while avoiding all other professional distractions. Discipline, determination, and momentum quickly follow after you decide to focus on only one project for a set period of time. I've found that 90 days is a good timeframe to allow you to deep-dive into one area of business. Give it a try and let me know what works best for you!

Strategy #2 - Embrace an abundance mindset

The second mindset strategy can easily be explained by the common quote, “A rising tide lifts all ships.” eCommerce and entrepreneurship are not zero-sum games! There are plenty of customers and sales to go around. Success should not be thought about in a "lack mindset," which (falsely) tells you that if your competitors succeed, there won't be enough success for your business. It's simply not true!

Embracing an abundance mindset isn’t just “thinking positive” - it actually gives you results. Because if you’re not focusing on what your competitors are doing, thinking they’re “stealing” your customers, then you can focus on improving your business and offerings. And this allows your creativity to flourish. Avoid the lack mindset trap and develop an abundance mindset. It’s a strategy that I promise will give you results.

Use the OKR tool to take actionable steps on these mindset strategies

These mindset strategies can be turned into actionable steps by using the OKR tool. Used by Google and small startups alike, the OKR tool allows you to reevaluate your time investments and ensure you and your team are staying on track. It’s a goal and objective-setting system that combines qualitative objectives with quantitative key results. The OKR tool can give you dramatic results when used correctly, and it is comprised of 4 main quadrants - here they are.

  1. Overall objectives and key results
  2. Top priorities that move you towards your Objectives & Key Results
  3. Big projects on the horizon
  4. Awareness of potential sacrifices

I explain the OKR tool in depth on episode 14, be sure to check it out! And don’t miss part 2 of this conversation, featured on the next episode of Marketing For eCommerce.

Outline of This Episode
  • [0:29] The first 2 mindset strategies that will improve your ability to succeed in eCommerce
  • [4:11] Mindset Strategy #1 - Intensely focus on one priority
  • [7:45] Use the OKR tool to stay focused on your top priorities
  • [10:40] Mindset Strategy #2 - Embrace an abundance mindset
  • [14:47] Don’t focus on your competition!
Resources & People Mentioned Connect With Bryan Bowman

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Aug 10 2018
18 mins
Play

Rank #12: 3 Reasons Why You Need to be Using a Marketing Chatbot in Your eCommerce Business, Ep 6

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Here’s an insider eCommerce tip that will blow your competition out of the water: start using a marketing chatbot in Facebook Messenger. This technology is starting to explode and I want YOU to be one of the first eCommerce businesses that adopt this new way of communicating with your audience. Don’t be fooled, marketing chatbots such as ManyChat aren’t just a shiny new toy, they’re going to revolutionize the way we distribute content and sell products to consumers. The vast majority of eCommerce sellers aren’t utilizing this essential piece of technology and the ones who ARE aren’t doing it in the right ways. Don’t miss this episode of Marketing For eCommerce if you want to hear the top 3 reasons why you need to start a marketing chatbot in your business. I also share with you a 2-minute call to action that could change your business forever. Listen now!

#1 - The engagement rate with chatbots is INSANE

Many businesses have seen their click rates skyrocket from 10-15% to 25% or even 70%. That’s because Facebook Messenger is an intimate platform that audiences have already integrated into their daily lives. These stats go beyond just opening rates - because most people will open a message in their Messenger account if they recognize it comes from a business or product they’ve expressed interest in.

These click rates should serve as encouragement that marketing chatbots are here to stay - and your business does not want to miss the boat on this piece of technology. Hear more about why chatbots are so successful by giving this episode of Marketing For eCommerce your full attention.

#2 - It’s a one-to-one communication channel

Marketing chatbots serve as an intimate, personalized, one-to-one communication channel. It’s not a blanket email message sent out to thousands of subscribers. Chatbots have the potential to be highly personalized and segmented while still being automated. It’s the perfect mix of targeted messages without the hassle of hand-picking content for every potential customer.

On the other hand, eCommerce sellers MUST recognize the threat of sending too many messages within a short timeframe. No one wants to be blasted with messages, especially on a platform as personal as Messenger. Make sure you’re carefully curating your content and delivering it to your customers in a timely, respectful way, or risk losing subscribers.

#3 - You can directly integrate payments through the marketing chatbot

This is the ultimate game changer for eCommerce sellers who utilize a marketing chatbot - integrated payments. Providers such as Stripe can now be fully integrated into your chatbot service, and thus your Facebook platform. The opportunities to present new offers and increase your average cart value are nearly limitless. Personalized content delivered directly to a prospect’s Messenger account, with a seamless payment gateway added into the equation, provides the perfect chance for selling success. Hear more by listening to this episode of Marketing For eCommerce.

How can you get started with a marketing chatbot?

Here’s your call to action after listening to this episode of Marketing For eCommerce. Open a new tab in your browser. Go to ManyChat.com and open a free account. Connect your business Facebook page. And that’s it! It’s a 2-minute process that will open the door to countless future opportunities for eCommerce success. To hear more about the process and why I did this for my own business, give this episode of Marketing For eCommerce a listen.

There’s never been a better time to become a stellar eCommerce seller. Marketing chatbots are here to stay, and you NEED to take advantage of this technology. I promise it’ll be worth it.

Outline of This Episode
  • [0:35] The biggest new opportunity for eCommerce sellers and marketers
  • [2:08] #1 - The engagement rate is INSANE
  • [7:12] #2 - It’s a one-to-one communication channel, not one-to-many
  • [11:35] #3 - Integrate your payment right into messenger
  • [15:45] Your 2-minute call to action for this episode
Resources & People Mentioned Connect With Bryan Bowman

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May 11 2018
17 mins
Play

Rank #13: These 3 Strategies for Education-Based Marketing Will Drive Engagement, Ep #24

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Education-based marketing is a solid fundamental that you need to be leveraging in your business, and it’s so simple many people consider it an eCommerce hack. If you implement the 3 strategies I outline on this podcast, you’ll see higher engagement rates, more repeat buyers, and a stronger presence in your market. Don’t miss all the details on this great episode of Marketing For eCommerce.

What is education-based marketing?

You’ve heard of content marketing, but are you aware of education-based marketing? Simply, it’s marketing that seeks to share knowledge while building a relationship of trust between a buyer and a company. Rather than telling your audience about your product’s features and specs, you paint a bigger picture of the entire market, industry, and why the buyer needs the solution your product offers.

Strategy #1 - Leverage market data vs. product data

Education-based marketing starts by sharing market data, not just product data. Your market should know the broader benefits of using your product or service, not just why product X is better than product Y. For example, when a carpet cleaning company started putting out content about how having clean carpets benefits a family's health, they had customers go from purchasing once every 3 years to twice a year. It’s all about identifying the angles that pique a customer’s interest, and that curiosity doesn’t come from simply sharing product specs.

Strategy #2 - Identify your competitors’ smoking gun

The second strategy for education-based marketing involves identifying the weak points in your competitors' businesses. When done gracefully, it can guide customers towards your products rather than everyone else’s. When utilizing strategy #2, you can choose to highlight the stronger areas of your business, rather than speak out negatively against your competitors. For example, does your company offer a better product return policy or service liability protection? If you can educate your customers on the potential pitfalls of selecting another company, you can capture their trust and long-term business.

Strategy #3 - Share your process with your audience

The first company to share their process with an audience captures their attention on the subject, even if your competitors have the exact same process. The audience associates that positive, educational experience with YOUR company and not your competitors. That’s why sharing HOW you do business can be such a powerful method of education-based marketing. Be the first to tell that story and you’ll be glad you invested the time into the storytelling process.

Using these strategies in your business is simple, and it starts with reading all that you can about your market, the trends, your competitors, and the bigger picture behind WHY you’re selling your product. Then, identify the points of interest that can be shared with your audience. Latch onto a few ideas, make it your calling card, and watch your engagement rates skyrocket. For the full story, don’t miss this episode.

Outline of This Episode
  • [0:30] There’s power in education-based marketing
  • [2:55] Strategy #1 - Use product data vs. market data
  • [7:07] Strategy #2 - Find the smoking gun in your competitors
  • [9:00] Here’s your action plan for using education-based marketing
  • [10:27] Strategy #3 - Share your process
Resources & People Mentioned Connect With Bryan Bowman

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Sep 14 2018
13 mins
Play

Rank #14: These 3 eCommerce Strategies Will Set Your Business Apart From the Competition, Ep 5

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I recently presented at a Masterminds event for entrepreneurs and wanted YOU to be able to hear the advice I shared on the best 3 eCommerce strategies to implement in your business. 90% of eCommerce sellers aren’t focusing on these strategies. If you start today with integrating even just one of these strategies, you’ll be able to watch your sales, revenue, and growth skyrocket. Don’t miss this episode of Marketing for eCommerce!

Why a $50K Masterminds event is worth the investment and will enhance your eCommerce strategies

Many entrepreneurs scoff at the idea of investing so much money into a single event. But, the best eCommerce business people will wholeheartedly support these types of gatherings, if only because of the sheer opportunity for powerful networking. You’re one of those kinds of people, right?

Successful people invest and focus on 3 main areas: their mindset, skill set, and networks. Conferences and events allow you to heavily invest in your network. You never know where your next miraculous connection could occur. The best entrepreneurs take the greatest strategies from every industry and implement them in their business model. Mastermind events go beyond rubbing shoulders with other successful people, they reignite your passion for your business. Hear more about the event I attended and what I learned, on this episode.

Strategy #1 - Know your metrics, specifically your customer lifetime value

True eCommerce success stories recognize and appreciate the lifetime value of every customer. It’s a metric that every successful business person is tracking. If you learn how to determine every customer’s lifetime value, you’ll be in the top 1% of eCommerce sellers.

Great marketing will never beat bad math, so eCommerce sellers have to know their numbers. Knowing your metrics gives you the certainty you need to invest in your business and focus on acquiring new customers. When you have a stellar message and know your metrics, it’s “game over” for your competition.

Strategy #2 - Utilize the Collier Principle

The Collier Principle states that marketers and business people should want to enter the conversation that’s already happening in a prospect’s mind. It’s not your job as an eCommerce seller to create desire. Rather, you should meet every prospect in their current headspace and meet the need or solve the problem they’re focusing on.

For example, customers don’t care about buying a ¼ inch drill bit. They care about what the ¼ inch hole will allow them to build, and the emotions they will feel after they complete the project. THAT’S what eCommerce business people need to connect with. For all the details behind why the Collier Principle should be at the forefront of every marketer’s thoughts, be sure to listen to this episode.

Strategy #3 - Always operate with a sense of integrity

The biggest area eCommerce sellers need to focus on is operating with a deep sense of integrity. It’s the rock solid platform that will allow the rest of your business to launch towards success greater than you can imagine. However, this integrity has to go beyond simply being honest with your customers. It has to become an innate focus on the true results you want to provide. You gain conviction and determination after focusing on integrity, and it’s something no successful eCommerce business lacks.

Your call to action after listening to this episode of Marketing for eCommerce? Start implementing these eCommerce strategies in your own business. Even if you begin with a portion of a single strategy, you’ll be light years ahead of your competition.

Outline of This Episode
  • [0:30] Why a $50k Masterminds talk is 100% worth the investment
  • [5:55] eCommerce strategy #1 - Know your metrics, specifically your customer lifetime value
  • [11:18] eCommerce strategy #2 - Use the Collier Principle
  • [14:46] eCommerce strategy #3 - Always operate with a sense of integrity
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May 04 2018
21 mins
Play

Rank #15: FLASHBACK - The 2nd Deadly eCommerce Marketing Sin: Using a Price Point, not Propositions, Ep #25

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There are some pieces of marketing advice that you should never tire of hearing about, and selling based on price points vs unique propositions is one of those pieces. For this 25th episode of Marketing For eCommerce we flashback to episode 2, where I shared the 2nd deadliest eCommerce marketing sin - price point-based selling vs. selling based on propositions. You’ll be reminded of the dangers of limiting your business to selling commodities, as well as hear about the 5 main propositions to consider when creating your product listings. Don’t miss this exciting dive into the Marketing for eCommerce archives - listen now!

Only using a price point = confining yourself to being a commodity

The most dangerous aspect of focusing only on your product’s price point is that your product is limited to being a commodity. Instead of transforming into an entire brand you limit the product to only providing a solution to a simple problem. But if you take the time to develop a powerful USP, it will answer one main question: Why should consumers choose YOU?

Crafting a USP that’s tied to your company’s core values and goals will allow you to do 4 things, in addition to sell more product:

  1. Protect profits
  2. Be aggressive in pricing and neutralize competition
  3. Give people a reason to choose your product
  4. Create a community

To discover my best tips for writing a USP that will guide your company and product towards future success be sure to listen to this episode.

Make people aware of the true “cost of cheap” through a value proposition

A value proposition makes people aware of the true cost of things that are cheap. Cheaper is always more expensive in the long run. If you demonstrate to your consumers the value of paying more for your product, saving them from headache and heartache down the line, you’ll become the company they turn to time after time.

Add stickiness to your brand through irresistible offers and unique safety propositions.

Bundling your products together is a powerful way to add value to the offer without cutting into your profits. If you solve multiple problems for the consumer in one sale, they’ll remember your brand fondly. Don’t forget to be creative in naming your bundles! Think of it as a chance to refine your brand and give your products a higher level of credibility. Those are ways you can make your bundle into an “irresistible offer.”

Safety propositions, or money-back guarantees, can be so much more than bland text on a webpage. Inject your brand’s creative energy into this copy in a way that makes people appreciative of choosing your company. If you give them a quality product with a confidence-building satisfaction guarantee, you’ve earned a customer for life.

Every customer wants to be part of a community - here’s how to make them choose YOUR community

There are 3 main ways to grow a business: get more customers, get those customers to spend more money on their first purchase (which is the exact OPPOSITE of focusing on a price point), and get those customers to return for more purchases. How do you achieve that third end goal? By creating a unique experience proposition.

Focusing on a price-based approach to marketing isn’t sustainable. But, creating a community of consumers and brand advocates that believe in the power of your product is. Give your consumers a reason to keep coming back through developing your unique selling proposition and you’re on your way to success in eCommerce. Don’t miss all the details, be sure to listen to this episode.

Outline of This Episode
  • [0:20] For the first flashback episode, we jump back to episode 2
  • [2:55] The dangers of selling on price instead of propositions
  • [5:34] These 5 propositions will differentiate your business from everyone else
  • [17:15] Starting this process is hard, but it’s 100% worth it
Connect With Bryan Bowman

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Sep 21 2018
19 mins
Play

Rank #16: The Why and How Behind Targeted Sales Pages, Ep #22

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No matter what type of eCommerce product you sell, you need to be marketing to your buyers through targeted sales pages. No matter who is buying your product, they’re all seeking for a variation of the same result, goal, or benefit. Take for example Hydro Flask bottles. No matter which type of buyer is consuming the product, the end result is the same - a bottle that keeps hot drinks hot and cold drinks cold.

Throughout this episode of Marketing For eCommerce, I use Hydro Flask bottles as a perfect example for targeted sales pages. It’s an episode that gets right to the point, and you can’t afford to miss these insights because they’ll lead to happier, fulfilled, life-long buyers. Listen now!

You need to know who is buying your product and what benefit they’re seeking

Many different types of people may be seeking your product in search of a slightly varied result. For example, Hydro Flask may develop targeted marketing messages for 4 different types of buyers: bodybuilders, biohackers, campers, and blue-collar workers. Bodybuilders may want to stay hyper-hydrated, biohackers need to stay focused on staying hydrated, campers look for durable, reliable gear, and blue-collar workers want a product that will keep beverages at temperature for long days on a job site. By understanding these types of categories for your product, you’ll be better equipped for developing your targeted sales pages.

Creative marketing messages are essential for each category of interested buyers

In the early days of marketing, companies used to be able to develop one generic marketing message and distribute it to the masses. However, those days are over and eCommerce professionals now must develop creative messages for each category of potential buyers. The message and product benefits you portray would vary slightly for each type of buyer. Refining these messages may take time, but the investment will be well worth it.

Use this strategy to develop specifically targeted sales pages

I walk you through the process for developing these targeted sales pages all on this episode of Marketing For eCommerce. The first step is to aggregate your insights from Facebook and determine your main categories of potential buyers. Then, create a generic sales page template. For each buyer category, simply copy and paste the template and fill it with customized content, images, offers, etc. It may sound simple and too good to be true, but it works! Be sure to listen to this episode for the full story.

You can’t afford to not implement this strategy in your eCommerce business

Creating targeted sales pages is more challenging than simply sending out a blanket marketing email or social post. But you can’t afford to NOT implement this strategy in your eCommerce business. I have seen massive increases in engagement rates and click rates after utilizing these sales pages, and it’s because every buyer feels like you’re speaking directly to them. If you make a buyer feel like you’re doing work specifically for them and them alone, you’ll quickly develop raving, lifelong customers.

Outline of This Episode
  • [0:32] You need to know who is buying your product and what benefit they’re seeking
  • [6:09] Targeted sales pages as viewed through an example with Hydro Flask bottles
  • [10:07] Marketing for your main target groups through sales pages
  • [13:03] Here’s how you can create these targeted sales pages, and why they’re essential
Resources & People Mentioned Connect With Bryan Bowman

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Aug 31 2018
18 mins
Play

Rank #17: Facebook Dynamic Ads: The Sales Secret Nobody Is Talking About, Ep #44

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Facebook dynamic ads are a tool for your ecommerce toolbox you have got to know about - and the ironic thing is that whenever I travel to conferences and hear big name ecommerce sellers speak, none of them seem to be talking about this incredible tool. In my experience, it increases your conversion rate like almost nothing else.

On this short episode, I encourage you to dip your toe into the waters of dynamic ad insertion. I’ll tell you what it is, how it works, why I believe few people are using them, and how you can leverage that fact to your advantage. Learn this little secret and put it into action. You’ll regret it if you don’t.

Imagine being able to show a dynamic ad of a product someone just viewed

We’ve all experienced what I’m about to describe. You look at a product on Amazon or another online marketplace, then you decide that you’ll make a buying decision later - so you close the product page. Poking around on Facebook later in the day, something in the sidebar catches your eye. It’s the exact same product you considered buying earlier in the day.

Wow, that’s spooky! Or is it?

It’s a little-used piece of code that has made an amazing difference in my business. It’s Facebook’s Dynamic Ad insertion and it’s a game-changer. Listen to learn how you can use this same strategy to increase your conversions.

Increase sales by tweaking Facebook Dynamic Ads to reel in almost-buyers

When somebody spends enough time looking at your product to add it to their cart, they are pretty interested in it, don’t you think? Maybe they are using the cart as a "wishlist" of sorts, to hold the product until they can grab their credit card or until they get home from work. Their intention is to either check it out some more before buying or to buy it later.

But people who do that often never come back even though they may have intended to buy. Why? Life interrupts. Things get busy and they forget about the product. You can use Dynamic Ads to give them a gentle reminder about the product they were already interested in and watch your sales grow as a result. This is not theory, I have dynamic ads set up to remind my customers about the products they are interested in, every day and it works. Listen to hear the details.

Dynamic Ads are simple in concept but hard work is required to use them

By now, you understand how Dynamic Ads work and why they are so effective. Anybody can see the logic behind them. Now you’ve got to take the steps necessary to learn how to use them effectively, and that’s not easy.

I believe that most people who should be using Facebook Dynamic Ads are not using them because they are a bit difficult to learn and optimize. Said another way, there’s a barrier to entry that most people are not willing to get past. Why? Because it takes hard, mental work to understand them and use them well. Keep reading to learn how you can leverage the laziness of others to your advantage.

The success formula for Facebook Dynamic Ads - and anything else

My experience in business and in life has shown me that the majority of people are too lazy to do the hard things that bring the success they would like to have. That’s not a criticism it’s a fact of human nature.

That’s OK. People like you and me who are willing to work hard can leverage that reality to our favor. Here’s how I view it - kind of like a formula: My hard work + Laziness of others = My market dominance. You can do the same thing. Don’t be afraid of Dynamic Ads because they are hard. Embrace them, knowing that you’re doing something most people won’t and you’ll be the one to thrive because of it.

Outline of This Episode
  • [0:43] The mind-blowing technology that few people seem to be using
  • [3:01] How dynamic ads work to pull together congruence and convenience
  • [4:09] Options for using these ads: intent signals, warm retargeting,
  • [7:27] The power of dynamic ads when targeting abandoned carts (1st priority)
  • [9:30] How the barrier to entry keeps many from using dynamic ads
  • [11:10] Why trying things you don’t understand yet is the fun part
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Feb 01 2019
12 mins
Play

Rank #18: Create A Powerful Brand Culture With These 3 Simple Steps, Ep #4

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When I say the words “brand culture,” do you know what I'm talking about? Brand culture has to do with how your brand is perceived by customers and how you as a brand engages with them to facilitate good feelings about your brand. It sounds complicated but it's really not. It's the same thing we experience in any human relationship - and the relationship between consumers in the brands they support are just larger versions of that same thing. In this brief episode, I'm going to tell you a fun story about what happened with one of my clients' brands where their brand followers came to their defense all on their own. It's the kind of brand culture every one of us wants and I'm going to tell you how you can begin developing it for your brand. Seriously, you don't want to miss this.

It’s rare, but it’s an amazing experience when your community defends your brand

Here is an amazing example of what happens when you create a healthy culture around your brand. Some clients I work with, who are amazing people, by the way, have done an incredible job of nurturing a culture around their brand. As a result, their customers are incredibly enthusiastic about their products. Once, when somebody posted a negative comment about the brand, these clients were naturally concerned and took time to consider how to respond. Before they could get to their computer and key in a response, their community had come to their defense. Comment after comment was made in response to the one negative remark. THAT Is what you are looking for when it comes to building a powerful brand culture. It's not something that comes from having some sort of magical touch, it's something that happens from very intentional actions on your part as a brand owner. Listen to this episode and I will explain exactly how to do it.

Here are the 3 things you can do to build a powerful brand culture

We all know that there are three basic ways to make more money from your business. You have to get more customers, get those customers to buy, and then get them to buy even more. It's the last of those three that we were talking about when we approach the subject of brand culture. We want a culture full of raving fans who are eager to purchase every single thing our brand provides. I have discovered three things that you can do that begin to build that kind of the following.

#1 - Engage with your community personally.

#2 - LIsten to find out who your customers are and what they enjoy.

#3 - Give your community what they want.

It really is that simple but it takes diligence, consistency, humility, and hard work to really do it. I go into greater detail about each of these pillars of a powerful brand culture on this episode, so don't miss them.

Pillar #1: Stay engaged in your community in a personal way

When I say that you need to stay engaged with your community, I am talking about personal engagement. Whether you gather your community in a Facebook group or some other platform, you need to make sure that you are there, in the trenches, talking with your customers and discovering the things that matter to your customers. Don’t rely on automation. You can’t substitute for personal engagement with a canned response or a chatbot. When your community knows that a real person is there to answer their questions and respond to their concerns, that will communicate how much you care and will be the foundation of a powerful brand culture.

Pillar #3: Use what you learn from your community to give them what they want

As you spend time engaging with your community, you need to be making good use of what you learn. If you pay close attention and if you ask the right questions your community will tell you exactly what they're concerned about and what products they wish existed to address their needs. It's your job at that point to create what they want. It's amazing how the people who buy what you have to sell will tell you more about what they want to buy. A brand culture enthusiastic about what you do and how you engage with them will help you sell more products directly to them. This short episode explains how you can get started on the track to that kind of community.

Outline of This Episode
  • [0:33] A story about the power of moving from commodity to community
  • [1:57] It’s an amazing experience when the community comes to your defense
  • [3:58] 3 ways to make money: more customers, spend more, spend more often
  • [5:07] The three pillars to building a powerful brand culture and community
  • [7:50] Two ways to apply what you’ve learned on this episode
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Apr 27 2018
9 mins
Play

Rank #19: 4 High Impact Reasons Why I Meditate, Ep #43

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It may seem strange to you that I’m going to talk about the reasons I meditate on a marketing and eCommerce podcast. But the subject of meditation fits hand in glove with doing business and life well.

There is not one reason why I meditate - but the short answer is that I do it because of the tremendous benefits meditation brings to my life and business. This episode is dedicated to explaining 4 of those benefits because I want you to drink the Kool-aid I’ve been drinking. If you follow my advice on this episode, meditation will transform the way you live and work and increase the amount of stuff you get done, stuff that moves the needle forward on your business.

You need to create distance between attention and action

Have you noticed that the way our world operates, everything is urgent but unimportant? You get notification sounds from your pocket to let you know a new silly cat video is available - and you respond. Clickbait headlines draw you away from the important product research you were doing. In every case, those things are taking your attention away from where you are and what you’re doing.

Meditation helps me cultivate the habit of being proactive instead of reactive. It helps me create a habit of pausing mentally before I react to things. This is important because if I can create a little gap in time in between when I am pinged and when I respond, I have time to consider and do something intentionally instead of reactively. THAT enables me to stay on track, get more meaningful work done, and accomplish more.

Are you aware of what you’re actually doing?

Most of us make assumptions about our level of productivity that are not accurate. Said more simply, we think we’re getting more done than we really are. How do you take control of your daily routine to ensure that the high-value tasks are getting done first and receive your best attention and energy? Meditation is what has helped me do it.

I started out by tracking my daily activities on a sheet of paper - writing down what I did each day and the amount of time I spent doing it. And I did it for everything, including social media time, etc. This enabled me to have a baseline to know how my time was really being used. Once I became aware of reality, I was able to apply that knowledge to my meditation practice.

How? Meditation enabled me to develop a habit of focus, to keep my mind in the moment of what I was doing. That made it easier to readily notice the situations where I was being pulled away so that I could recall my attention to the moment. Doing this had an incredible impact: a 14% boost in weekly productivity.

You want more velocity, not more speed!

Most of us think velocity and speed are the same things, but they are not. Speed is simply a math formula. It calculates distance covered over time. Simple. Velocity considers the direction of travel as well - and that makes all the difference when we’re talking about business activities.

There are lots of things you can do each day to work on your business, and you can do them quickly (speed). But are they things that are taking you where you want to go (velocity)? All of this relates to meditation because it’s a practice that creates the environment in your mind to increase velocity (direction) through the power of focus. This is where concepts like “deep work” and focus become compounding in their effect, increasing productivity and impact.

2nd order thinking is more valuable than 1st order thinking

Meditation trains your mind to think on a deeper level, beyond the everyday reactions and responses we are all so used to. It calms you, steadies your mind, and gives you the capacity to go deeper on a topic than you typically would. It’s this kind of “2nd order” thinking that opens up new doors in building a business.

In 2nd order thinking you’re able to look down the line, to see the possible and probable outcomes or consequences of decisions you are contemplating. It helps you make better decisions that impact things in a positive direction over the long haul. Ray Dalio says, “Failing to consider second- and third-order consequences is the cause of a lot of painfully bad decisions, and it is especially deadly when the first inferior option confirms your own biases. Never seize on the first available option, no matter how good it seems, before you’ve asked questions and explored.”

Meditation makes 2nd order thinking more likely, making new opportunities and options available.

Outline of This Episode
  • [0:34] Why I’m talking about meditation on a marketing podcast
  • [1:25] Create a distance between attention and action
  • [5:05] Meditation creates a space where I can focus on velocity instead of speed
  • [6:49] 2nd order thinking VS 1st order thinking
  • [9:07] Advice for those who desire to start meditation - including an app recommendation
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Jan 25 2019
14 mins
Play

Rank #20: Get Started in eCommerce By Dropshipping Products - Here’s How! Ep 8

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eCommerce ventures require capital investments - plain and simple. But dropshipping products is a great way to get started in eCommerce with minimal capital and without being tied down by inventory. Learning the eCommerce process through dropshipping products will allow you to start your own brand or company more successfully and it can be done on a shoestring budget. On this episode of Marketing For eCommerce, I explain why dropshipping is not a long-term business solution, the different types of dropshipping, and the major steps behind successfully dropshipping products. Check it out!

Marketplace vs overseas manufacturer vs relationship dropshipping options

Dropshipping occurs when you, the seller, does not hold physical inventory. Someone else produces and ships the product, and you simply market and close the sales. There are 3 main types of dropshipping: marketplace, overseas manufacturer, and relationship. The first 2 typically aren’t long-term business solutions, but the third is a scalable model that will be featured on future episodes of Marketing For eCommerce.

Marketplace dropshipping involves selling a product on Shopify or through sales funnels. For example, you would get paid for the product at $30 and place the order on Amazon for $20. Amazon (or another marketplace platform) ships out the item and you keep the $10 margin. This model works because many people don’t want to price shop, they just want to purchase a product quickly and efficiently. Overseas manufacturer dropshipping follows the same idea - finding low-cost, high-demand products and selling them at a profit - but products originate from overseas. To hear all about the differences between these 2 methods of dropshipping products, don’t miss this episode.

Here’s the key to dropshipping in eCommerce - tap into an "irrationally passionate" niche market

Utilizing overseas manufacturers works best in passionate niche markets. If you understand a niche market that’s full of passionate fans who are willing to spend, you can make dropshipping products work well. Essentially, you want to build a committed fan base of interested potential buyers. These interested potential buyers will read the content you publish, follow your social platforms, and engage with one another. Life is about living passionately, and dropshipping products allows you to be a part of those niche markets in a fun and profitable way.

Follow these steps to start successfully dropshipping products!

After you’ve identified your niche market and sourced your products, you have to begin building your fan base. This is achieved through crafting robust social platforms and utilizing specialized search engines like Pinterest. You then need to nurture your followers and turn them into sales leads by sharing engaging content and communicating with them.

From there, create a sales event that converts these leads into customers. Add items to your online store, create sales funnels, and upsell customers once they’re in your funnel. You’ll also want to spend time refining your upselling strategies in order to increase your average order value. Areas of eCommerce business such as order fulfillment and customer support will become second-nature as you become more experienced in dropshipping products. Understand this process in full detail by listening to this episode of Marketing For eCommerce - your business will thank you!

Dropshipping products is NOT a long-term business solution - but it is a learning experience

While dropshipping products is one of the best ways to get started in eCommerce, it is NOT a long-term business solution for most people. After your perfect the online selling process, you may feel inclined to transfer your dropshipping business audience into your own brand or product - and that’s okay! Dropshipping products will teach you how to utilize Facebook ads, refine your customer support tactics, create sales funnels, and nurture sales leads. It’s a great way to get started in eCommerce and turn your theory knowledge into profitable practice. I explain the process in full detail on this episode of Marketing For eCommerce. Be sure to listen!

Outline of This Episode
  • [0:30] How do you get started in eCommerce with a small budget?
  • [4:24] The best place to get started in eCommerce is with dropshipping
  • [6:38] Method #1 - Marketplace drop shipping
  • [8:50] Method #2 - Overseas manufacturer
  • [10:50] Benefits to starting in eCommerce with overseas manufacturer dropshipping
  • [18:57] This is why dropshipping isn’t a long-term business solution
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May 25 2018
20 mins
Play

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