Generating Traffic & Revenue in 2020 | Unofficial Shopify Podcast ep.274

Generating Traffic & Revenue in 2020 | Unofficial Shopify Podcast ep.274


♪ Ain’t we lucky we got ’em ♪ ♪ Good times ♪ – So doing–
– Ask me what I did over the holidays. – What did you do over the holidays? – Watch a ton of “Good Times”. – On what channel were
you watching “Good Times”? – TV one. – What is TV one? – It’s just only black sitcoms. – And this is a local station? – No, it’s like a cable station. – Oh, okay. – It’s mostly “Family
Matters” and “Good Times” is 75% of their programming. – ‘Cause I got an HDTV antenna for people who don’t have cable and there’s a ton of weird,
local, independent channels that just show weird reruns. – That’s where I live.
– Oh yeah? – Is in the weird digital sub-channels that all they do is show reruns. – [Kurt] Okay.
– That’s all I wanna watch. Antenna TV, New Year’s Day,
all day NewsRadio marathon. – Oh!
– Starting the year off right. – A classic. (ethereal music) So we’re gonna do–
– Hey, hey. You like my shirt? – I do love your shirt. It is an embroidered Ethercycle– – We’re on a podcast so I’m gonna talk to people
about how my shirt looks. – Yeah, let’s not tell ’em what’s on it. (Paul laughs)
They’ve gotta check the video. No, it’s an embroidered shirt. Well, a lot of Shopify
merchants use Printful for print-on-demand. And I found out they’ve done embroidery for the last two years. It’s really easy to use provided you have a vector graphics file, so an SVG file from Illustrator. It’s just like the regular thing, you pick your garment, you drop it in. But then it’s really cool. It goes, all right, here are
the thread colors we have, these are the colors in your SVG, map them to the thread colors you want. And then you wait a
few days and magically, a perfect, embroidered shirt shows up. – I just want to feel like
I was working at a Best Buy. (Kurt laughs) – Yeah, we’ve got that
Geek Squad look going. – Yeah, right. – Yeah. No, based on the amount of gear and stickers and crap in here, 100%, we’re like, 20 years ago, we would’ve been a Geek Squad. – Oh, yeah. – So yeah, today we wanna
do a Listener Q&A episode as we go into the New
Year, as we go into 2020. So an interesting thing happens. Every year, ’cause we’ve
been doing this podcast I think five years now. I think this is year five. (laughs) You don’t know. I don’t know. (laughs) That’s great. Neither of us are really sure how long we’ve been doing this. – Yeah, it’s year five. I’ll give it year five, at least. – And every January,
downloads spike in January because of the number
of people who have a, whether they call it a resolution or not, but they wanna start the year
strong and they’ve got a goal. When they say, all right, I wanna get my business off the ground, I wanna get to a place
where I can quit my job, or I wanna double my
income, whatever it is, but things really take off in January. A PSA here: This is also when the scammers
come out of the woodwork. – Mm! – And they prey on people who are new to an entrepreneurial venture, who are new to doing an e-commerce store or Amazon drop-shipping, and they’ll sell you a course and you end up buying
30 grand worth of stuff on a palette from China that sits in your garage
for several years. So (laughs) the PSA here is just be wary of get-rich-quick schemes, especially the first quarter of the year. We talked about it last January with our first episode.
– Last January, yeah. Yeah, there was that big–
– Of the year. – Yeah, about people who get sucked into the idea of get rich
quick, drop-shipping on Shopify. – Yeah, and it was specific
to Amazon and Shopify. So, just be– – You’re not gonna get rich quick. Don’t think that you will. – Yeah. (laughs) Overnight successes are extremely rare. This is more of a grind-it-out thing. So I put together some questions that people had asked during December that I thought would be
a good starting point for, hey, let’s talk
about things we could do to grow our businesses
going into the new year. The first one, if you don’t have any
other housekeeping items that is, sir. (Paul sighs) – When are you going to Disney World next? – Oh boy!
(Paul laughs) In 10 days. Actually, less than seven days from when this episode publishes. (Paul laughs) – Oh, must’ve been rough for
you not going for a month. – It’ll be a little over 30 days since the last time I was there. – You starting to get the shakes? – No. – You haven’t heard “It’s a Small World” (Kurt laughs)
in a while? – So, Small World is very polarizing. (Paul laughs) And I’m on the side of people who thinks it’s like a torture device. It’s 11 minutes of a 30-second song looped.
– Who likes it? – Oh, plenty of people like it. – [Paul] Ew. – Do you know that “It’s a Small World” is also the most played song
of all time at this point because it’s been running for decades. – It runs on a loop for 24 hours a day. – On a loop in multiple cities. Yeah, that’s a weird thing to think about. No, Andy Bedell, master marketer who’s been on this podcast several times and works at KeySmart, his family has a timeshare
at Animal Kingdom and it overlooks the savanna, and they’re like, yeah, you
should come stay with us. So, that’s how we ended up
going twice in two months. But then when I get back,
the month after that, Julie is going, but
it’s to run a marathon. It’s all good. – So that’s the February
trip, what’s the March trip? You going to Disneyland Paris in March? – After that, there’s no
trips planned until June. – When you go to Tokyo Disney? – I would love to.
(Paul laughs) Tokyo, it’s called DisneySeas. That’s bonkers. They had a different kinda money when they built that thing. No, we’ll do a thing with DisneySea. – Well, when you think about it, your love of Disney is built on extremely high quality
engineering and precision, and so then, you take– – Well, it’s systems and processes. – Systems and processes and precision, and then you take that
and you put it in Japan, the land of systems and
process and precision, and it’s like precision Voltron. – Oh, yeah. The hardcore Disney people, when I’ve seen their videos, they’re like, this is
next-level, I can’t handle it. All right, we’ll get off Disney. We’re just here to talk
about e-commerce, Paul. – Disney sells things online. – They do. Actually, yeah, Disney
Store’s pretty nice. – They should build a Shopify
store and have us build it. – Maybe like a pop-up shop? – Mm-hmm
– Yeah, okay. All right, for anybody who’s listening. All right, let’s talk about e-commerce and our listener questions. So the first one came
from a YouTube comment on our burgeoning YouTube channel. Christie says, “I need to
know about email marketing “specific to customers
that made recent purchases. “Seems obvious but it’s
something I’ve been missing, “learned a lot here, thanks, guys.” Email marketing specific
to recent purchases. So this is like post-purchase
cross-selling, right? – Well, I was thinking it was
more like feel-good education. – Oh, okay. So that’s probably one of the things that people are new to
this may be missing. – That was the first
thing that popped in mind. You immediately wanna
cross-sells and upsells. I immediately went to
let’s make you feel better about the thing you just bought
and about the brand itself so when we send you the
upsells and cross-sells later, you’re more likely to buy. – You’re 100% right. You need to do that pre-sale education and that post-purchase
feel-good cuddly cuddly. Well, that’s the technical term. – In my mind, it’s like, of
the thing you just bought, here’s how you take care of
it or here’s how you use it. – [Kurt] Aha, yes! – Just send them education
about the product of here’s the thing it can do, here’s how you take care of it, here’s how you clean it,
here’s how you maintain it, and that works for a myriad of stuff. – Let’s walk through some examples. I like this idea. So number one, they get an email, and it’s easier in my head to
work with a working example so we’re gonna pretend we
have purchased a wallet made of fire hose from
our friend Jake Starr, Recycled Firefighter in Louisville. You buy your wallet, let’s
say it’s like 20 bucks, and you get an email the
next day that’s like, hey, Jake here, so, so grateful for you. Appreciate you. Thanks for buying. So it’s a thank you from the owner, but it’s a customer service opportunity. So you’re like, hey, if
you have any questions, just hit reply. And then the day after that, you go, ah, you wanna set their expectations and keep them interested
so you say all right, you should receive your wallet in x2, in however many days. Ideally, I can estimate it. – Oh, so you’re talking
before they even get it. – When you first buy the
thing, that’s pretty exciting. And then when you get it and
open the box, that’s exciting, but there’s the lull in
between where you got nothing. – Where you’re just watching
the tracking number. – Yeah, and this is where
you could add a lot of value, I think, by just doing a daily email up until they get the thing, and that really helps set
their experience as positive. So the next day, you’re like, all right, here’s when
your item’s gonna go out. If it’s made-to-order, I’ve recently talked to somebody who they had a four-week
lead time on their stuff. – Oh, yeah. – That would be a really
nice thing for them to have to fill up four weeks a lot
of personalized content. – Well, in the four-week example, they sell extremely
specific bespoke clothing. – Yeah, that’s made-to-fit. – That’s made-to-fit and probably requires
very specific maintenance and other things done to it so that’s where you can
do the education of like, hey, when this thing
comes, here’s what you do, here’s the first thing you
should do when you have it, try it on, make sure that it fits right and everything’s good, and then, here after you wear it, here’s how you maintain it,
and all that sort of stuff. – So you brought up
apparel, that’s a good one. – I feel like yeah, apparel– – If I try it on and it
doesn’t fit, what do I do? That’s a bad experience for people. So what I’ve seen some
really smart retailers do is before you even got the item, one of the emails you get in between the purchase
and receiving it is, hey, when you get your item, try it on, and if it doesn’t fit,
here’s what you’re gonna do. Wow! Okay, great! Give me the instructions upfront so I don’t have anxiety about
returning the damn thing if I have to or exchanging it. I like that. Jake Starr does a really clever one. He doesn’t do it for all of his products but he’ll send you an email that’s like, this is the story of that product. Here’s how I came up with the idea, here’s how I developed it, and he just runs you
through the history of it. What I think is so brilliant
about that is if you read it and then you pull out
this fire hose wallet, and so he goes, oh, that’s a cool wallet, there’s a good chance
you may pair it back. Hey, well, actually,
it’s cool, it’s a story. The guy used to be a firefighter and they’re throwing out
decommissioned fire hose and he started sewing, you then know that
story behind your wallet and it makes it that much cooler. – I was thinking if it’s
one of those businesses where you donate X percent to a charity or there’s some sort of
charitable organization involved and you’re actually doing
that, fingers crossed, I hope you really are, one of the– – I know, we’re always
very skeptical of those. – We’re always very
skeptical of those people but if you are doing that, one of those emails can be, hey, you bought something from me, your money went to these people. Here’s what your money did. Talk about the charity,
talk about what they did, talk about how they made
people’s lives better, blah, blah, blah. And it’s like you’re
giving that good feeling over to the consumer of just like, thanks for that money. You did a good thing. Here’s what your money did for people. I think that’s a extremely powerful email. – No, absolutely. – And helps them feel
better about the brand too. – If it’s part of the
brand’s story, for sure. And we’ve seen that, the
brands that do stuff like that and do charitable giving,
when we do customer surveys, it’ll be like, well what’d
you get out of this? And a lot of people will cite it. But I think that’s the difference with if you’re using cause marketing, it needs to be baked
into every touchpoint. Otherwise, people see it for what it is. It’s like well, I just kinda tacked it on. – Yeah, you can’t throw a freaking gift in the cart that’s like, by the way, oh, if you buy something, 10%
of the profits go to cancer! That doesn’t– – Why don’t you stop giving cancer money? – Cancer, it needs help. – Yeah, people even try
to stop it. (Paul laughs) – When I see that, I’m just
like, you’re full of it. – Yeah. It feels like a cash grab. It’s all ’cause of Tom’s who started that, really drove cause marketing, and now they’re going under.
– I was about to say, didn’t they get in a ton
of trouble for something? – Oh, just google it. They have been in the news
and not for good reasons. All right. We have yet to actually
sell anybody anything else. – We have yet to upsell them anything ’cause you gotta prime ’em for the upside. You gotta make ’em love you.
– There’s another one I wanna do. There’s a Klaviyo automation in there that you can run called
Delayed Fulfillment. Talked about this before. You can have it automatically
send out an email if it’s been X days after the order but an order has not
been marked fulfilled. So let’s say normally, you
fulfill an order in two days, but an order that’s sitting for five days clearly has been back-ordered, you can have Klaviyo
automatically send an email that’s like, hey, we know
we’ve got a high volume, we’re sorry, we’ve not
forgotten about you. So that’s a nice one to include in there just as an automatic
customer service thing. Then finally, so you can send an email, and ideally, you want to have this be specific to their purchase, but you send out an email, it’s like, all right, here’s how to
really enjoy your product, here’s some other things to buy. I bought yet another drone
and what did they send me? I got cross-sold on a protection plan ’cause you spend money on a drone and then fly it at 45
miles an hour into a tree, yeah, that’s gonna be
a painful experience, and they know that so they’re gonna try and sell me this protection plan. But like Jake could do
that, if you buy the wallet, hey, well, I’ve got a bell, I’ve got other accessories
that match that go with it. Digital camera’s always a good example. Oh, you bought a camera! Hey, did you wanna get extra batteries? Did you want a bag? Did you want memory cards? So finally, you hit them with that stuff, and you say, hey, since
this is a second purchase, and if you make it within a couple days, we’ll give you 10% off,
we’ll give you 15% off, or we’ll give you free
shipping on any order. – That’s what I was gonna
say. I was gonna say, if you do the pre upsell-sequence
to make them love you, then you send that upsell
email, I don’t know, 48 to 72 hours after they
actually get the product and you include a coupon code in it. I think that’s just 100%
conversion rate in my head. – As long as it’s got that it
expires, that’s gonna help. – Oh, yeah, yup. – Yeah. I use those, ’cause I
bought a bunch of gifts. – And I don’t even think it
needs to be a big discount Seriously, like 10%. – Yeah, it’s just here’s
a token of gratitude to just push you over the edge. – Yeah, I’m gonna give you 10% off– – [Kurt] And creates a
little bit of urgency. – 10% off on your next order, you should buy one of these things ’cause it’s better for your product and you have two days to do it. Otherwise, this 10% off expires. – So I bought a bunch a–
– Every one will use that. – I bought a bunch of gifts
for people from Shopify stores and one of them, it was Popov Leather, when you made an order, you
got an email that’s like, hey, if you wanna make a second purchase in the next X number of
days, here’s a coupon code for 10 or 15% off your order, whatever, so I used that. I’m like, cool! I’m not gonna go looking
for something else, I’ll just buy something
else from these guys. And lo and behold, I ended up making four or five
separate purchases from them. So if you get someone in the right place, yeah, it absolutely works. There was none of the other nonsense. Either I got the thank-you email. They did a couple. But
the first thing I got was, hey, if you wanna make a second purchase, here’s your coupon code. So that argues against our
butter-them-up-first strategy. – (laughs) Well, people
just love discounts but. – I mean, you can do it both ways. You can have it as part of immediately they get the coupon code, and then they get all these customer
service feel-good emails, then they get the coupon code again. You go, well, hey, it’s about to expire. That’s how you do it. You give them the first one, you go, all right, you got 10 days on it, then you space out the
emails over 10 days, and then the final one is, hey, you 48 hours, 72 hours, whatever for this coupon code we gave you back when you made your first purchase. Nailed it! (Paul laughs) – Free money! (laughs) – Basically, yeah! Acquiring a customer is hard and expensive so if you can really
improve that experience where they remember it and they come back and they recommend you, this stuff pays dividends
beyond just like, yeah, they made a second purchase, it’s going to really increase
customer lifetime value. – Well, I mean, whenever you’re vetting
a new client for us, one of the questions you ask is how many people are on your email list? ‘Cause that immediately tells us how high we can make this rocket go. ‘Cause if they have nobody
on their email list, it’s like, okay, well, there’s a problem that we gotta deal with. – [Kurt] Yeah, they have
a real loading factor. – Whereas if they have a ton
of people on their mail list, it’s like, oh, okay, sky’s the limit here. – Yeah. Oh, I love when someone’s like, oh, yeah, I got this email list but I don’t do anything with it. That my favorite words. First, I’m like, what are you doing? Also, let me help! – Yeah, it’s like we’re about
to look real great to you ’cause we’re gonna make
a ton of money come in. – Yeah. That whole sequence that we just laid out for a post-purchase, that is a phenomenal missed opportunity if you weren’t doing it. Let’s go back, relist
it, do it, write it down. If you’re using Klaviyo, a lot of that stuff is already built in. The thank you is in there, the delayed fulfillment is in there so you just rework those flows to get these other ones to work as well, or you could even add them as like, the first customer thank-you email, just add more after
additional emails to that flow would be how you do this. Shall we move on? – Yeah, sure. John Murphy asks, “I cannot
run ads for my niche.” Nersh! (both mumbling playfully) “I cannot run ads for my niche “so I’m planning on building
out an SEO content strategy “to bring in traffic. “Is that a good idea?” Of course, it’s a good idea! – That’s a great idea! – Even if you could buy
ads, you should still do it! Also, I wanna know what his business is. – Well, number one, this is a phrase that’s always mutually exclusive. They’re not! – He sells gun weed. – [Kurt] Gun weed? (both laughing) – Weed gun.
– It’s CBD for your rifle! – It’s like CBD gun dildos. – Oh my god! – And he can’t buy Facebook Ads. – So we call them sensitive niches. Is it in a sensitive niche? Which really just means it’s
any age-restricted good. If there is any kind of age restriction on making the purchase, just assume you cannot advertise
in a pay-per-click network. And you’re at an immediate disadvantage. And the problems might say, oh, well, so my competitors
are at a disadvantage too. No, ’cause some of them are
gonna be real sleaze balls and work their way around it. It’s problematic. – Until it all blows up in their face, but still, they got a little
bit of action out of it. – I’m not sure. I believe John Murphy
sells shooting targets. So he does not sell guns, gun
parts, ammo, just the targets. And I believe–
– That should be fine! – And I think recently,
they shut him down. We don’t wanna get to the
politics of a gun debate but if you’re selling even tangentially-related
accessories online, it’s just a matter of time
before you get shut down. – Well, that stinks.
– Not shut down, but your PPC Networks. – Your ads are disallowed, we’ll say. So yeah, that’s unfortunate
so you gotta go double hard into your content strategy. – Yes. I think they’re not mutually exclusive. A great content strategy, if I’ve got an article that I’m like, wow, people google a problem, they find this article
that’s the ultimate guide to choosing a practice target. I don’t know what. We’ll just say a target. I don’t know what these things are called. The ultimate guide to choosing your target and then he’s got a 1,500-word
article that really lays out, you don’t want a cheap one ’cause it’s gonna be
dangerous and gonna explode, you’ll poke your eye out. I don’t know. A whole ultimate guide article
that gets a ton of traffic. So the people who visit that, I want to then retarget them with the products referenced in the ad, and then I could also send my
cold traffic to that article, or people who only visited
the homepage and bounced, I could send them to
this educational article and then once they view
that, retarget them. Or people who viewed my Instagram profile, that’s its own custom audience. I could retarget them with
just this one article. So if you have an SEO, this content strategy to bring in traffic, I mean that and you could
do PPC ads, oh my gosh! Those are the people who
are gonna really work around the difficult low return
on ad spend problems that a lot of merchants
are seeing with Facebook. – You mentioned something in there and it ties into something
I’ve been thinking about a lot which is I’ve always
been a major poo-pooer of, well, we gotta get big on social like Twitter and Facebook
and Pinterest and Google+, like social, social’s huge! And it’s like, it’s not. No one ever buys anything
off of your tweets. That has never happened in
the history of the world. – I should say right now, we
don’t have a single client who has been successful
selling on Twitter. – Yeah. Pinterest is a lot of drive-by
traffic, doesn’t work, but– – Twitter is more B-to-B, I’ve noticed. – But, and like your Facebook group which I think is probably good for me. – It’s good for, I think,
for existing customers. – For existing customers but you’re not, I’m like, like my Facebook
page and stuff like that, but I think my opinion is
changing about Instagram. – How so?
– I think Instagram really drive sales. Well, we’ve seen it in the apparel world. – Paul likes Instagram? – I don’t like Instagram. I recognize its power. I recognize its power ’cause
being huge on Instagram is key to any apparel store. – It’s very visual and
it’s influencer-driven. It’s so difficult to
get traction on YouTube but the people who do
do tremendously well. The people who started early, you look at someone like Beardbrand, Eric Bandholz from Beardbrand, there’s this huge YouTube following. That really is a key
driver of their business. I talked to someone recently who bought their way into YouTube success. This works when you have a niche audience. So they sell a product targeted
toward doomsday preppers. Well, you know where
doomsday prepper lives? On YouTube!
– Oh yeah. – YouTube has a whole
doomsday prepper culture. – Yeah, well, any whack
job culture is on YouTube. – Yes, and I love that NatGeo
show “Doomsday Preppers”. I wish they’d bring it back. Anyway, building an audience at this point could be very difficult but you could set up an affiliate network, then contact those merchants. Even if you can’t sell through
PPC networks on social media, you could still have a
presence on social media and you could still also
use affiliate marketing. So that, I think, we
could lump social media into content strategy for this. – And that’s what I’m saying is that I’m not saying buy stuff, send free stuff or buy stuff
from Instagram influencers, I’m saying get on Instagram yourself and become your own Instagram
influencer with your product and show off your product and
make cool Instagram videos. I assume you could make videos of you shooting targets on Instagram. – Oh, of course, there are huge– – I’m sure there are gun dudes Instagram. – Yes. Oh, absolutely.
(Paul laughs) If that’s your tribe, more power to you. I think the issue with social media or with us giving advice
about social media like that is when you show up, your people already
prefer one kind of network so that’s the one you wanna go to like, and they get nuanced and weird. We’ll use my wife’s business, her Disney planning blog
business as an example. WWDW! (laughs) Don’t roll your eyes at me. It’s catchy and memorable. It’s a tongue twister. Anyway, she was like, I’m
gonna nail social media. The Instagram audience seems very fake. 5,000 followers but engagement is poor, those people don’t convert. YouTube, so saturated, extremely
difficult to get traction, but the way she found was
able to get some traction with an engaged group was zig
where everybody else zags. So everyone’s covering big stuff, she covers the not sexy stuff for parents. Here’s our experience with babysitting. So sometimes, that might
be a way into social media is just cover the most boring thing that no one else wants to talk about. And Facebook, that’s
where she found her tribe. And then Pinterest, wow,
that drives a ton of traffic, but is it a vanity metric and that traffic converts
the poorest of all of them. I think you gotta try
it, you gotta experiment, but try to do all of them and
you’ll make yourself crazy so experiment and then figure
out where your tribe lives, the people you wanna reach. – Well, in the kinda content that you personally excel at creating, where could it live the best? – Now we’ve got the Venn diagram, and wherever that overlap is, that’s your unfair advantage. Some people would prefer to write, so that’s probably best on Facebook, maybe or if you’re like, I’m
gonna write thought pieces, I’m gonna be a thought
leader, that’s LinkedIn. – That’s just the on-site
content on your store too. – Well, I’m a big
believer in cross-posting, just shotgun it everywhere. Well, doomsday prepper
for sure is YouTube. (Paul laughs) And I think the gun people
are YouTube and Instagram. – I don’t know. (Kurt laughs) No comment. – To be clear, I don’t own a gun. (Paul laughs) I do enjoy trap shooting. It’s fun. – Are you a trap queen? – I am not a trap queen at this time, no. (both laughing) Trap shoes, it’s like duck
hunt with the clay pigeon. – Yeah, and I know what it is. – I was just like, this
is a real-life duck hunt. (Paul laughs) It’s very nerdy. All right. Third question, final question of the day, Josh C. so he sent me a nice email. So you wanna have a good opening question in your welcome series because then, occasionally, people reply, and you get these nice interactions. So this was in a reply
to my welcome email. Josh C. said, “I’m a business junkie “and my wife and I have just
hit 1.6 million in revenue “for our e-commerce company for 2019.” Congratulations, Josh. “However, 95% of that
revenue is from Amazon. “We’re excited to escape
the clutches of Amazon “and have slowly been building
our own brand on Shopify. “I’m a big fan of your podcast. “Our biggest issue right now “is generating traffic to our website. “I am currently learning content “and customer acquisition strategies.” All right, so this is a common problem that people experience. When you’re first starting out, building the audience is really tough. So rather than the shortcut
to validate the idea and the product market
fit, sell in a marketplace. The downside to that is
you don’t own the customer, you don’t really own the brand, and you have this single point of failure. So whether I sell on Etsy, Amazon, eBay, any one of them, and in this case, Amazon, could just go, eh, you violated a policy, you’re out, you’re done,
that’s it, and cut you off. So he said, hey, we did 1.6 million. So 1 1/2 million was on Amazon. When you get into those
sums, it gets scary ’cause at any time, Amazon
could go, yeah, you’re out, or– – Well, you get used to that money and then there’s the chance that that money disappears next year. Chinese knockoffs can come get you, Amazon can make a copy of it. Amazon could just push you
down in their search results. You could be dead at any moment and you’ve got nothing to fall back on. You don’t have an email list, you don’t have anything
to hold your floor. – Yeah! And so the solution is you want to diversify those income streams. The answer is, well, you build
your own brand and you own it and you do that with a Shopify store. Now, this doesn’t mean you quit Amazon. No, do all of them. So if you wanna keep selling
on marketplaces, do it, but also build your own brand. What’s interesting about the
successful Amazon sellers is when they create a Shopify store, there are times where these
stores will have immediate sales on day one organically
because people on Amazon, it is not uncommon they will
google the product title, they will google the maker or the brand, and find the store and then by direct because for whatever reason,
it makes them more comfortable. – Or they might be able
to get it for cheaper. – In the past, Amazon had said, if you sold on the
marketplace and sold directly, you couldn’t undercut them and I believe they changed
that so you can now. – First– – I could be wrong though. Please google that before
you take my advice. – I have questions and maybe an idea. – All right. – One, so for Josh here,
he’s been selling on Amazon, he’s got 1.5 million in sales, he sold– – Well, 1.6, sir. – Oh, pardon me. – I’m assuming he said 95%. – [Paul] All right. – Here, we’ll do them. – Who cares? – [Kurt] So at 1.5– – He sold to tens of thousands of people. I assume his thing doesn’t cost $1,000. – Yeah. Let’s assume an average is 50 bucks. – Yeah. What does he
have from those people? He doesn’t have their emails, I know that. – Yeah. When you do it with Amazon, they make a dummy proxy email that’s at Amazon Customer
Central or whatever. – And then they send it. – Yeah, they send it out and then they post the
tracking into Amazon and that’s how you get your payout. Amazon won’t pay you until you have shown that you put the tracking in, and because no guy’s put shipping in e-commerce,
and Amazon knows this, that to maintain good standing, you need to be constantly
demonstrating to Amazon that you are fulfilling quickly. Assuming you’re not using Fulfilled by Amazon.
– Fulfilled by Amazon. – In which case, you don’t worry about it. – All right. So if you’re shipping it out yourself, you have the addresses? – [Kurt] Oh, you would have to. – In a database or something. If you’re using Fulfilled by Amazon, you don’t get the address. – I don’t know. You may. I know in the past there was a way to get the phone numbers out and if you wanted to, you could use the phone numbers to try and match custom
audience in Facebook, but the match rate’s very low. And the email, 100% of Facebook
accounts have an email, and there are a few
who have phone numbers. – Facebook has been trying to
get you their phone numbers. Also, there was a giant leak of all the Facebook phone numbers. It was real bad.
– Ooh! – ‘Cause I’m thinking if
you’re in this dilemma, the first thing would be, well, I just email them,
come to my Shopify store, don’t buy off my Amazon store but you don’t have the
email so you can’t do that, but if you have their physical addresses, can you send them a
mailer that has a coupon? – A direct mail. – A direct mail campaign and the direct mail campaign directs them to your Shopify store with a coupon. – I’m gonna assume, one, yes, and two, that I’m sure that
violates some Amazon agreement, but live dangerously. Beg forgiveness, not provision. – What, do they got postal inspectors seeing if you mailed people? – Well, I just don’t
know what Amazon’s term, draconian Terms of Service are. Yeah, I like that. That’s very clever. That’s outside the box. All right, here’s another one. You include in the instructions
or you do a pack-in card. – Oh, you gotta register it. – You have to register
to get your warranty. You want your warranty, right? Register on our site to get your warranty. Aha! Then have a check box, hey, do you wanna get on our email list? To register your warranty, you send them to a landing
page on your Shopify store. So now they’re on the store, now you can hit them
with remarketing, and– – You get your cookie dough.
– Now you get the email, ideally, they opt in to marketing, and then you can retarget
the email indefinitely and you can get them on your newsletter. So there are ways around this. – Well, it’s just the goal
of this entire operation is to get your customers
out of the Amazon blackbox and into the light so you
can somehow find them, and get to them yourself
again without the middleman. – Yup, yeah. Well, so that’s one, yeah, is the hey, can we
recover the Amazon customers? Can we get those people
to buy from our website? The direct mail I think is brilliant. I love it. And recently, I’ve seen more direct mail coming to our house
from e-commerce brands. Drew Sanocki was on the show
recently to talk about like, hey, this is this
completely untapped channel that people are ignoring
that can work well. So yeah, I think direct mail is great. A pack-in for the warranty is smart. – Yeah, that’s a good idea. – Packet, they do–
– Can you make Amazon pack that in? – Amazon won’t do it but you just package it with your stuff. And I’ve gotten those in Amazon packages. I’ve gotten words like, this is bad, they’re like, leave us a five-star review and we’ll send you a free gift. Uh-oh! That does specifically
violate Amazon toss. So yeah, that’s your way out there. – I don’t think Amazon is really into rules following. (laughs) – For the merchants, yes. Well, because it’s this
unbelievable automated system that’s running at all
times around the globe and it’s terrifying in half-length. – There isn’t enough eyeballs
on it is what I’m saying. – They’re processing 50 cents of every e-commerce dollar
in the United States. (Paul groans) Yeah. That’s quite the monopoly. He said my biggest issue now is generating traffic to our website. I’m currently learning content and customer acquisition strategies. – All that stuff we just
talked about with John Murphy. – Yeah, exact same thing!
– There you go. Only he could buy ads now, hopefully, ’cause he’s not selling weed dildos. – Yeah, ideally, this guy could buy ads. But also, when you’re
starting out on Amazon, a lot of people have to buy Amazon ads, or they continue to buy Amazon ads, or you’re buying ads on the marketplace, so the sponsor-related products, I’m sure there is some data
there or some learnings that can transfer to
Facebook or Google Shopping. If the keywords people are using, and I have no experience with Amazon Ads, but ideally, if you can
figure out the keywords people are using to search
your items on Amazon, that can inform an SEO strategy, that can inform a Google
shopping strategy, and Google Ads strategy, and then for Facebook Ads, if we’re registering
people for the warranty, can we do basic surveying? Can we figure out demographics? Or does Amazon give us
demographics on who buys? If I can get any of that, I could use a lookalike
audience at Facebook, but then also narrow it
to who I know is buying. – The phone number matches are probably, you can’t build in a ad campaign on the phone number matches but maybe you can get
enough of a sample size of the phone number matches on Facebook to figure out the demographics at least. But maybe I’m wrong. – They handicapped Audience Insights after their privacy issues in recent years so I don’t think we have… Well now, we just don’t have
the data insights we used to. But what’s cool, you can just play with
Audience Insights tools and figure out what an
audience looks like. So as an example, we’ll use Julie’s Disney business again, we really didn’t know
who these people are, and using Audience Insights tool, you could derive a customer avatar if the audience is big enough, just poking around and playing with it by being like, show me
people who like this, this, this page. A lot of people in the South, because they’re driving
there, that was interesting, and because it’s a lot
of people in the South, and it’s like Disney’s traditionally, especially from the Reagan era on is considered this wholesome thing, this wholesome family thing, it attracts a lot of people interested in wholesome family values. So get this, it was the number
one TV channel they watched? Hallmark Channel. Their favorite restaurant? Cracker Barrel. Until I heard it, I
was like, you’re right, that’s the most wholesome, traditional values
restaurant in existence. Cracker Barrel, get me
some country-fried steak. So you could take a backwards,
back your way into it, and try and use the Audience Insights tool to develop a customer avatar that way. Get a little deeper than weeds. It’s free. If you have the ad account
which doesn’t cost you anything, just go, it’s called the
Audience Insights tool, try playing with it. It’s cool. You can figure out some demographics. So hopefully, that narrows it down. For contact creation, there’s some cool tools out there for trying to identify this is content that people engage with. BuzzSumo is one that’s really neat. BuzzSumo, you give it
a keyword or a website and it will essentially
search for it on social media, and in doing that, it could tell you like, oh, well, this is the article
that got shared the most so this is the one that we think, in theory, this is the thing that really clicked for
that brand or website. So maybe you can create similar content. Kapow! – Great job. – All right.
(Paul laughs) Anything else?
– That’s it. – All right. We would love to do more Q&A episodes, we need more topic requests. So of course, I will post it in the
Facebook group in a week, hit you guys up for that. If you have not joined,
join the Facebook group! Search Unofficial Shopify Podcast. Join the Facebook group and I will do a pinned
post every couple weeks where we go, hey, call for– – Ask some questions. – Ask a question. We do answer most of them. – Yeah, if they’re good. – If they’re good. If we don’t answer it– – It’s ’cause it was bad.
– Probably bad. – It’s ’cause you’re stupid. – Yeah, it’s ’cause you’re stupid. – No, it’s ’cause we look for a theme. – Best to not try at all. – Yeah, just give up now. Save yourself the hassle. (groans) Just order a pizza, watch some Netflix. No! – That’s what I’m doing tonight. – Oh my god, no! Okay, that’s also what I’m doing tonight. It’s Friday when we’re recording this. – My wife’s gone, just
laying around my underwear, watching “Good Times”. (Kurt groans) – I got nothing. All right! I will see you guys later. I appreciate the time. Join my Facebook group!

1 thought on “Generating Traffic & Revenue in 2020 | Unofficial Shopify Podcast ep.274”

  1. The best part of this episode (in an episode packed with goodness) is Paul turning Disney Japan into "Precision Voltron"

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