My name is Austin Brawner, and my purpose is to help eCommerce entrepreneurs build wealth and live more fulfilled lives. You can expect weekly interviews with world-class eCommerce operators, deep dives into what's working right now, and a refreshing break from the "crush-it culture" plaguing our industry. This podcast will change your perspective on building a business, and, hopefully, change your life.
332: BIG Opportunities for Ecommerce in NFTs: Web3 Series Part 2
We’re looking out to the (near) future at some very creative opportunities for eCommerce in NFTs. These ideas could help circumvent some of the margin pressure and economic challenges brands are facing today.
This episode features Taylor Holiday, the founder of Common Thread Collective. Before running an eCommerce agency he had his own D2C brand so he brings a ton of knowledge from being on both the brand and the agency side of eComm business. Taylor is an NFT enthusiast and has some brilliant ideas about NFTs and their place in the changing sphere of eCommerce.
In this fascinating conversation, you’ll learn a ton about NFTs -- what they are and how you might be able to use them to combat margin pressure in your eCommerce brand.
4:37 Taylors large business vision 6:23 The difference between running a brand and running an agency 7:30 Complexities around cash flow management & human relational problems 9:40 The importance of your product to the success of your brand 11:20 What the hell is going on with Facebook 14:33 Quantifying what other brands are seeing in metrics right now 15:19 The primary metric to care about post iOS launch 16:56 aMER (acquisition marketing efficiency rating): why it’s critical 20:07 Diversification is not primarily an advertising strategy 23:39 Where to start if you’re moving out of Facebook 25:05 Why Web3 is so exciting & what it means for current margin pressure 26:31 Margin innovation and opportunities in the metaverse 32:04 Why you shouldn’t blow off investing in cryptocurrency 33:19 Examples of creativity with eCommerce in NFTs used to bring in fast cash 36:16 Why NFTs are a better version of Kickstarter 37:35 Creating built-in affiliates with NFT holders 38:44 The NFT as a community access token as well as an asset 43:13 How to continue to add value associated with holding your NFTs 47:34 Shopify beta opportunity for eCommerce in NFTs sold like a SKU 48:37 Using NFTs for access to special content or promotions 52:28 What’s just interesting and what’s actually important in the future of eCommerce in NFTs 56:51 What % of Shopify stores might invest in NFTs next year? 57:56 Raising funds & engaging a target market with NFTs 1:02:42 The calendar cleanse process that has helped Taylor manage his many priorities Resources:
@TaylorHoliday on Twitter Common Thread Collective. RTFKT The Hundreds, Adam Bomb Squad Mintgate.io Crypto Dads The Brand Growth Membership @a_brawn on Twitter Review or subscribe on iTunes
331: Where Are Your Customers Really Coming From? Using Post-Purchase Surveys to Reveal True Attribution
Was Facebook ever really performing as well as we thought - or was our attribution model just wrong? A post-purchase survey will tell you where people are actually hearing about your brand.
If you're spending money on Facebook you know it's incredibly hard to figure out where your customers are coming from. Matt Bahr, CEO of Enquire Labs, has a way to help you better track attribution with a post-purchase survey.
I stumbled across Enquire a couple of years ago and thought they were super interesting because their simple survey really helped us figure out what was effective marketing and what was not. In this episode, we talk all about what they're doing and how they’ve helped brands figure out attribution in the midst of the chaos of iOS changes.
It's an excellent episode and you’ll get a lot of interesting tips for running successful marketing.
3:58 Matt’s timing of building a post-purchase survey app 6:31 How Enquire came to be 10:22 Where brand’s think sales are coming from vs where the sales are actually coming from 12:50 The power of word of mouth 14:51 Thinking about attribution using post-purchase surveys 18:00 A better way to get questions answered by customers 21:10 Comparing quantitative and qualitative data 21:38 What smaller brands can learn from the bigger brands 24:57 Higher AOV: is it harder to track? Resources:
Enquire Labs @mattrbahr on Twitter Enquire Post Purchase Survey App on Shopify Brand Growth Membership @a_brawn on Twitter Review or subscribe on iTunes
330: Cryptocurrency & DeFi 101 with Nat Eliason: Web3 Series Part 1
Cryptocurrency is the financial system of the future. Ready or not it’s coming and as an eCommerce founder, there are opportunities you could be taking advantage of now.
This episode is part of a series on cryptocurrency and decentralized finance (DeFI). My guest, Nat Eliason, has been a guest before as an SEO expert but in the last year he’s made a trajectory shift and moved into the space of web3, and specifically DeFi.
Nat talks about why he made the shift, what he’s so excited about and why, as a business owner, you should care. We go into the basics of DeFi and how people are getting hedge fund style returns.
If you know nothing about cryptocurrency, this episode is for you - Nat has some simple ways you can start earning money today.
5:04 Nat’s shift from SEO to DeFi 6:28 What is DeFi and why is it important 9:22 How DeFi levels the playing field and gives individuals with small capital access to high returns 12:34 Examples of high returns 14:49 What a stablecoin is 16:05 The risks with stablecoins 20:14 Metamask and seed phrase: what are they and how do they provide security 25:02 How long you have to “park” your stablecoins to see returns 27:36 The range of interest returns historically seen 29:48 Ways to profit that haven’t traditionally been available to average people 31:48 The difference between a fiat-collateralized coin and a crypto-collateralized coin 34:48 Wrapped Bitcoin: what is it 38:08 Minimum collateralization ratios 40:26 How debt protocols work in DeFi & what happens in a market crash 46:26 Yield farming: what is it 50:26 How network security works 52:24 “Staking your Eth” - how and what that means 55:57 What is impermanent loss and why do you want to avoid it? 1:02:01 Biggest hurdles to DeFi being widely adopted right now 1:05:03 As an eCommerce owner - what should you be thinking about 1:09.50 What Nat’s excited about right now Resources:
Nat’s Course: DeFi Orientation @nateliason on Twitter Podcast 129: Content Marketing – What You Need To Know With Nat Eliason Podcast 284: How To Build A Business That Runs Itself With Nat Eliason Yearn Oasis Badger.finance Alchemix Convex Tokamak Klima DAO The Coalition @a_brawn on Twitter Review or subscribe on iTunes
329: From SWAT to CEO: Lessons on Native Ads, Long-Form Copy and Testing Without Fear
You might be surprised how lessons learned from over a decade on a SWAT team apply to building a highly successful lifestyle brand.
Todd Lamb, CEO of PureLife Organics, was a police officer for 17 years, as a SWAT team leader and then canine officer. When his wife started having health issues he turned to natural remedies and found an incredibly successful protocol that helped her heal. He wanted to share this protocol with others and thus, Pure Life Organics was born.
Today, the business Todd built from the ground up is well on it’s way to 9-figures. In this episode - Todd shares his wisdom about paid traffic and expertise in creating offers. He talks about how his team systematically worked to make native ads work and how they're testing at a budget of $10k to $15k a week to get results.
There are some great nuggets here about native ads, copywriting, and creative strategizing. Enjoy!
4:29 Lessons from working as a canine officer 7:31 The idea behind Pure Life Organics 12:47 Todd’s protocol and ingredients 14:40 Looking at growth in the business 16:28 Developing a sales funnel 17:37 Selling the first million dollars of product with native ads and cross-promotions 19:34 Testing with big spend 21:12 Finding success with Native Ads and the difference from Facebook ads 26:09 Long-form copy & writing offers that convert 29:07 Impacts from current eCommerce challenges like iOS 14 & supply chain 34:54 Exploring NFTs with a tree-planting program 37:27 Enhancing the experience and getting people excited 40:20 Prioritizing the routine & how Todd does it all Resources:
Purelifeorganics.com @purelife.organics on Instagram The Coalition @a_brawn on Twitter Review or subscribe on iTunes
328: Building a Brand: How Crossnet Went from 2 Sales/Month to 8-Figures
Would you quit your day job and move to Miami to sell your new product while playing on the beach? Sounds like a dream and this founder made it a reality, with a lot of hard work, motivation and talent.
This episode’s guest is Chris Meade, the founder of Crossnet, one of the fastest-growing games in the US.
Chris has been on an incredible journey from quitting his job at Uber to moving to Miami to sell his dream game on the beaches. Crossnet has grown incredibly fast due to an organic viral video and word-of-mouth marketing with live events and influencers. In just a few years they’ve gone from selling 2-5 nets a month to an 8-figure business.
Crossnet started as DTC and has expanded into big-box retail and Chris shares some of the opportunities and challenges that came with that shift.
This is a great founder's story and an inspiration if you have a product idea. I hope you enjoy it!
4:21 What exactly is Crossnet 5:09 How the idea of Crossnet was born 7:36 Getting people to care about a brand at the start 10:09 The catalyst & viral video that started the growth 13:02 Being frugal and why Crossnet has been successful 13:50 Initial marketing wins 15:17 Talking to customers and adjusting marketing to speak to them 16:50 The role of founder and changes from 2 sales a day to 8-figures 18:11 Going from eCommerce DTC to big box retail 20:54 iOS 14: its impact and how Crossnet is measuring metrics now 23:43 Tips for success with influencers 25:47 Structuring retainer deals with influencers 27:24 Supply chain issues and manufacturing in China 32:03 Advertising: agencies or in-house? 33:55 Lessons from running a seasonal business 36:21 Chris’s favorite marketing resources 37:47 Content marketing on LinkedIn 39:40 Keeping a team engaged and excited about the product Resources:
Crossnetgame.com @Cjmeade on LinkedIn @chrismeadej on Twitter Book: Double Your Profits by Bob Fifer The Coalition @a_brawn on Twitter Review or subscribe on iTunes
327: What’s Working Right Now: Email Capture Strategies to Increase Conversion
How is your pop-up game? Email capture strategies to increase conversion are one of the single most important things you can do to grow your eCommerce business and if you’re using the same old “discount for email” strategy you’re missing out on potential customers.
This is a tactical episode with how-to steps you can use to improve your email capture strategies to increase conversion right now.
John Ozuysal is the Head of Growth at Optimonk, a platform where you can create unique, interesting pop-ups and overlays to drive more sales and capture more emails. As we all have holiday marketing top of mind, I thought it would be a great time to bring John in to share what they’re seeing success with right now and provide some inspiration as you determine how to integrate pop-ups and overlays into your Q4 strategy.
One of the things that they've been experimenting with is conversational pop-ups and John shares how they tripled signups and boosted revenue by 25% using this method. We also cover customer value optimization and opportunities to learn more about buying behavior with qualitative pop-ups.
If you're interested in quick, easy tweaks to your website that will make you more money… this episode is for you.
4:14 Why most eCommerce stores are using pop-ups and overlays the wrong way 5:14 How to 3X your email sign up rate with conversational pop-ups 8:02 What a conversational pop-up is and how to implement email capture strategies to increase conversion 9:40 Optimizing engagement for brands with a lot of product categories 11:27 Collecting emails and phone numbers effectively and without drop off 12:02 Using curiosity and mystery instead of discount to drive sign up 13:35 John’s favorite non-monetary incentives to test 16:52 Best tips on how to increase your cart value and AOV 18:19 Using content to convert 19:30 Strategies from B2B that DTC brands should learn from including qualitative feedback 22:31 The benefits of qualitative feedback when your inventory is low 24:31 How qualitative feedback can decrease abandonment rates 26:05 What is customer value optimization and how you should be using it 28:29 Step by step guide for using conversational pop-ups in your Black Friday marketing Resources:
Optimonk: Free Templates To Use (and get 50% off the first 3 month for any paid plan) Optimonk: Black Friday Webinar Book: They Ask You Answer by Marcus Sheridan The Coalition @a_brawn on Twitter Review or subscribe on iTunes
I've recently discovered this podcast, and every show I've listened to has been just the right mix of informative and entertaining. Great content!
The best of the best!
Austin truly never misses on the Ecommerce Influence podcast! I so appreciate the outstanding insights that he and his guests consistently share. If you're looking to level up in all things eCommerce, look no further!
Excellent E-commerce Podcast
Austin is not only knowledgeable about the world of e-commerce, he’s also an excellent interviewer. He puts his thumb on the topics that business owners what to know. Tons of nuggets dropped in each episode. One of my favorite business podcasts to listen to.