Sponsor: Flocksy Charles Ryan of Flocksy joins Mike to discuss how eCommerce brands should use Creative Operations vs. Creative Direction in the performance world.

Sebastian Herz of Zignify joins the pod to showcase how eCommerce brands can build a profit flywheel by saving on sourcing costs and using that windfall to fund more marketing & sales. Sponsor: Flocksy

Check out our sponsor, Flocksy: www.flocksy.com Sarah Fitzgerald of Flocksy joins the show to discuss how brands should think about appealing to Gen Z: Be authentic, they can sniff out a sales pitch better than anyone. Address them on a personal level. Let them see inside your company instead of letting influencers speak for you. We kicked off the conversation with an introduction to Flocksy, a company that offers unlimited subscriptions for marketing materials and content creation at a flat rate. Sarah shared insights into Flocksy's partnership with companies like Finch to deliver exceptional content for clients. As our official sponsor, Flocksy's relationship with our podcast was highlighted, emphasizing our growing partnership. We delved into marketing strategies, particularly focusing on how to effectively engage with Gen Z. Sarah explained that traditional marketing funnels are becoming obsolete with Gen Z's unique consumer behavior, which prefers authenticity and engaging content over straightforward advertisements. We discussed the importance of authenticity in marketing, with Sarah drawing on her teaching background to explain how genuine engagement helps maintain consumer attention. She emphasized the shift towards creating content that offers value to the audience, such as educational masterclasses and behind-the-scenes videos, which help build a community around a brand. The conversation also touched on broader marketing trends, including the rise of vlog-style, talk-to-camera content that resonates well with younger audiences who seek a parasocial relationship with brands. We explored how companies can leverage user-generated content (UGC) without appearing disingenuous, focusing on authenticity and customer satisfaction over viral fame. To wrap up, we discussed Flocksy's focus for 2024, which includes enhancing their affiliate marketing and increasing their presence on platforms like LinkedIn. The episode was not only informative but also packed with actionable insights for marketers looking to refine their strategies and connect more effectively with their audiences.

Chris Shipferling of GW Partners joins Mike to discuss the capital market for eCommerce brands in 2024. What makes a "great company?" When should brands look to sell? What do buyers look for in a brand? In tight capital markets, it may not be possible to sell your brand. But building a brand that's attractive to buyers is the same as building a profitable brand. Chris kicked off the conversation by sharing a personal anecdote about house-sitting for his dad and taking care of a family turtle named Bill. This light-hearted start transitioned into a deep dive into what GW Partners does and how they assist businesses in preparing for a sale. GW Partners specializes in lower middle market M&A, focusing on consumer products. They work closely with brand owners, often years in advance, to optimize their businesses for a future sale. Chris emphasized the importance of having a strategic plan to move a company from its current state to an ideal selling point. A significant part of our discussion revolved around what makes a company great and attractive to buyers. Chris outlined several criteria, including having a real brand that resonates with consumers, innovative products, and a solid product development strategy. He also touched on the importance of profitability, customer lifetime value, and the ability to scale. Chris shared insights into who buys brands, explaining the landscape of private equity, family offices, and corporate strategic desks. He also gave us a glimpse into the current M&A market, advising that now may not be the best time to sell due to market sensitivity and the expectation of capital being more expensive. In terms of marketing, Chris stressed the importance of knowing your numbers and having a budget that aligns with growth goals. He highlighted the need for efficient top-of-funnel expansion beyond just Google and Meta platforms. To wrap up, Chris offered advice for those considering selling their business, suggesting that waiting until after the election year might yield better opportunities for a sale. For anyone interested in learning more about preparing their business for sale or just looking for some expert advice, Chris invites you to reach out through the GW Partners website at www.gw.partners.

SMS has become what email marketing used to be for eCommerce brands - a trusted, high-response rate channel that, when used correctly, can boost all of the important metrics for D2C brands. Ben Billups joins the pod to tell us how it works.

Join Mike on this special episode of Happy Hour as he recaps the Phoenix eCommerce Summit event. Learn what vendors and brands are focusing on, worrying about, and excited for in 2024 via interviews from the event.

In part 4 of this 6-part series covering the Customer Journey of eCommerce, Mike & Nevin cover the big shiny stage - the lead singer of the band - the Purchase Stage. Time to make some money.

In part 3 of this 6-part series Mike & Nevin cover the Consideration stage of the Customer Journey in eCommerce. This is where you take that audience you built in the Awareness stage and start giving them reasons to pick your product over others. Hey Weekenders! It's your host here with a quick recap of our latest episode where we dove deep into the consideration phase of the customer journey. We cracked open a cold one and shared some insights on how to navigate this crucial stage in e-commerce marketing. Understanding Your Audience: We emphasized the importance of detailed customer personas to target potential buyers effectively. Remember the story about the cannabis brand? That level of detail can make a huge difference. Channels and Content: We discussed finding the right mix of channels to reach your audience and the necessity of creating content that addresses their objections and educates them about your product. Leveraging UGC and IGC: User-generated content and influencer-generated content can be powerful tools to build trust and guide customers through the consideration phase. Empathy in Marketing: Always approach your marketing efforts with an understanding of where your customers are and what they need. This empathy can significantly impact your success. Anticipating Objections: We talked about anticipating potential objections customers might have and how to address them proactively. Post-Purchase Surveys: Utilize post-purchase surveys to understand why customers chose your product and what information they sought during their decision-making process. We shared a laugh about the office power outage and Google ads being down, but we quickly got back on track. We reminisced about not shouting out the Weekenders last time – won't happen again! We explored how the consideration phase is a transitory stage from awareness to conversion and why it's so critical. We discussed how the consideration phase can vary in length depending on the price and complexity of the product. We touched on the challenges new brands face in established markets, using the EV market as an example. We debated Toyota's new ammonia engine tech and its potential impact on the EV market. Tune in next week as we tackle the purchase or conversion stage, the next step in the customer journey. Engage with us on social media – we're on Twitter, Facebook, and LinkedIn. Thanks for joining us, and a special shout-out to the Weekenders who stick with us to the end. Until next time, keep learning and growing with us in the world of e-commerce! Key Takeaways:Episode Highlights:Next Steps:

Amazon is the king of the walled garden in eCommerce. Learn how brands can use the insights and automations of ZonGuru to outperform the competition and grow sustainably. Episode Summary: The Intersection of PPC and Organic Growth on Amazon with Jon Tilly Welcome back, weekenders! In this episode, we had the pleasure of chatting with Jon Tilly, the CEO of Zonguru, a company that provides a suite of tools for Amazon sellers to optimize their listings and grow their businesses. We dove deep into the world of e-commerce, particularly focusing on Amazon's marketplace and how sellers can navigate the ever-changing landscape. PPC and Organic Growth: We discussed the importance of not only focusing on PPC efficiency but also understanding its impact on organic rank positions. It's crucial to use PPC strategically to improve organic rankings. Zonguru's Role: Jon shared insights into Zonguru's services, emphasizing their focus on data, automation, and insights to help entrepreneurs make smart decisions, from product choice to maximizing potential. Amazon's Evolution: Jon reflected on how Amazon has changed since he started in 2013, noting that while it's become more challenging, the opportunities are still abundant. He highlighted the shift from just getting a product live on Amazon to needing a year-out strategy that includes marketing and launch strategies post-launch. AI and Listing Optimization: The conversation touched on the integration of AI, like chat GPT, in listing optimization tools, which has been a game-changer for creating SEO-optimized listings on Amazon. Amazon's Future: Jon predicted that Amazon would continue to expand into new markets and evolve the buying experience. He also mentioned the potential for AI to speed up product innovation and market adaptation. Brand Building on Amazon: We discussed the significance of building a brand, not just selling products, and the role of Amazon as one channel in a broader e-commerce strategy. Jon advised on ways to connect with customers and create brand ambassadors through Amazon. Challenges and Opportunities: Jon and the team at Zonguru are constantly adapting to Amazon's changes, from unexpected Prime Days to new advertising channels, emphasizing the need for continuous innovation and iteration. As we wrapped up the episode, we expressed our appreciation for Zonguru's contribution to our organic Amazon strategies. Jon extended an invitation to listeners to reach out to Zonguru for support and shared his LinkedIn for direct contact. Remember, if you've made it through this episode, you're officially a weekender! Stay tuned for more insights and discussions on e-commerce and PPC strategies. Don't forget to engage with us on social media and visit finch.com/podcast for more content. Until next time, keep optimizing and innovating, and cheers to your e-commerce success!

In part 2 of this 6-part series Mike & Nevin dig into the Awareness stage of the Customer Journey. How do you get your brand in front of a large, interested audience without blowing through budgets? Also, what's happened to the Snoop Dogg/Solo Stove partnership? Episode Summary: The Importance of Brand Awareness in Marketing In this episode of our marketing miniseries, we delve into the crucial first stage of the customer buying journey: awareness. We discuss the significance of brand owners and decision-makers understanding how to differentiate their brand in the market. We explore the customer journey map and its relevance across various marketing types, emphasizing the importance of speaking the same language as clients, marketing teams, and partners. The episode recaps the five phases of the customer journey, highlighting why each phase is vital. The focus then shifts to the awareness phase, where we explain the need for potential customers to become aware of a brand's existence and the solutions it offers. We touch on market education and the challenges of introducing new products with unique features or materials. We stress the importance of messaging and using various mechanisms to communicate what makes a product stand out. The conversation also covers the pitfalls of overspending during the awareness phase and the importance of targeting the right market to avoid diluting the effectiveness of subsequent marketing efforts. The episode further discusses the role of brand marketing in the awareness phase and the delicate balance required between broadcasting a brand story and capturing attention spans. We emphasize the need for creativity and the challenge of delivering a succinct message in a world of diminishing attention spans. We also examine the potential pitfalls of big branding campaigns, using the example of Solo Stoves' campaign with Snoop Dogg, and the importance of having a plan to convert the audience generated by such campaigns. The mechanics of broadcasting a brand message are explored, with a focus on the flexibility and power of Demand Side Platforms (DSPs) for targeting and testing different sets of creative. We debate the effectiveness of TikTok for brand awareness and suggest that it might be better suited for the consideration and conversion phases of the customer journey. Finally, we conclude by reiterating the importance of measuring reach metrics rather than conversions during the awareness phase and the necessity of testing everything, including unconventional ideas, to see what resonates with the audience. Listeners are encouraged to engage with us on social media platforms and visit our website for more content. Remember, without awareness, potential customers can't discover your brand, and without discovery, there can be no conversion.