TAS 588: 4th Quarter Marketing Strategy and Plan for Boosting Sales

Is your ecommerce brand in the best position to compete as the 4th quarter ramps up? Could you be missing out on some simple adjustments that could really open things up for your business? You’ve come to the right place! On this episode of The Amazing Seller, you’ll hear from Scott and Chris as they go over tips you can use to get your business in the best position. In their conversation, the guys explain why it’s important to dial in your PPC efforts, how too many adjustments can mess you up, the best way to leverage promotions and giveaways, and much more! Don’t miss a minute of this valuable episode!

Make adjustments to your PPC strategy.

One of the common mistakes that ecommerce sellers make as they head into the 4th quarter is easing up on the PPC spending. Don’t fall for that same mistake! Scott encourages sellers like you to ramp up your PPC spending and take a hard look at the keywords you are honing in on at this critical time. Chris also jumps in and explains that it’s helpful to keep in mind that what you do in the 4th quarter is a little different from what you do the rest of the year. To get the full breakdown from the guys on how to fine-tune your PPC approach, make sure to listen to this episode of The Amazing Seller!

Pick one or two things to change.

Given the special nature of the 4th quarter and all the tweaks you can make to best position your ecomerce brand for success, there is a word of caution you should heed. Don’t change too many things! If you go on a spree changing your PPC usage drastically and then cutting your prices and then running a special promotion, you can end up spread too thin. Use caution and pick one or two things you want to make adjustments for and see how they play out. Get more helpful insights on this important topic from Scott and Chris by listening to this episode of The Amazing Seller!

Why you should use promotions to drive sales.

What is your plan to take advantage of days like Black Friday and Cyber Monday? Do you have a plan in place to ramp up excitement for your brand during the holiday season? Scott and Chris encourage sellers like you to specifically leverage Black Friday and Cyber Monday as focus points for your 4th quarter strategy. You can even create promotions like, “The Twelve Days of Christmas.” Learn more about how to highlight your brand from Scott and Chris’ expert perspective on this informative episode of The Amazing Seller!

Don’t forget to engage your email list and social media fans!

Did you know that the 4th quarter is the best time to use your email list and social media following to drive sales? What better time to utilize this amazing asset that you’ve been building up, right? What are you waiting for? If you haven’t built up an email list yet, the reason you need one is for moments like this one! If your product listing had a spike in traffic and sales in the middle of the 4th quarter wouldn’t that be useful? To hear more from Scott and Chris on how to leverage your email list and social media following, make sure to listen to this episode of The Amazing Seller!

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:03] Scott’s introduction to this episode of the podcast!
  • [2:30] Dial in your PPC efforts.
  • [10:00] Don’t make too many changes in 4th quarter.
  • [13:00] Leveraging promotions to drive sales and traffic.
  • [25:45] Using Facebook Ads and videos to engage with your audience.
  • [33:30] Growing your email list with a giveaway contest.
  • [36:30] Scott talks about using AdThrive and Mediavine.
  • [40:45] Chris recaps a good 4th quarter marketing strategy.
  • [42:00] Closing thoughts from Scott. 

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TRANSCRIPT TAS 588

TAS 588: 4th Quarter Marketing Strategy and Plan for Boosting Sales

[INTRODUCTION]

[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 588 and today I’ve got Chris Schaffer back on once again because I want to go over…

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…some fourth-quarter marketing strategies and planning for boosting our sales. I say our sales, your sales, our sales, hopefully, everyone’s sales. This is what we are going to do here today is kind of walk through and talk through some stuff that we haven’t even really talked together about yet. We kind of figured, well, why don’t we just have you guys kind of listen in a little bit? And we’ll kind of talk about how we brainstorm about planning for our marketing and for boosting sales and really capitalizing on this fourth quarter coming up or any fourth-quarter for that matter. So, that’s really what we’re going to do here is kind of have you listen in on this conversation. So, Chris, are you ready to dig into some planning, my friend?

[00:00:53] Chris: I am and this is timely because we should like probably do this for our business now so it’s probably good that we’re doing this as we are about a third of the way into the “calendar fourth quarter” but realistically, the fourth quarter starts here in about two weeks for us so this is going to be good.

[00:01:13] Scott: Yeah, it is, and it’s like, I don’t know. I think some people think they can wait or they can just do it two days before Black Friday or whatever and you’re still going to probably see an increase in sales, but you can really plan a little bit and get things in place and then from there things will just take off or at least give a better chance of them taking off. So, what I really do want to cover here, we’ve got a little bit of a list that I wanted to kind of cover is like on Amazon, off Amazon, promotions, what type of promotions, I know stuff that we did last year but we’re going to do this year, maybe repeat some pay-per-click stuff, pricing, talking about maybe building our list a little bit bigger, our customers, and leads, all that of stuff. So, where do you want to dig in here first? Actually, before I do, let me just remind people. I always forget this whenever I have a guest on like you. Show notes. They can be found at TheAmazingSeller.com/588. So, everything we talk about will be there in transcripts and any links that we mentioned will be there as well. So, Chris, where do you want to start?

[EPISODE]

[00:02:18] Chris: Let’s just start, I think, starting what we’re going to do on Amazon probably makes the most sense.

[00:02:23] Scott: Okay. Yeah.

[00:02:24] Chris: Because that’s the least complex for us.

[00:02:26] Scott: Yeah. Okay. So, okay, cool. All right. So, on Amazon, the thing that comes to mind for me is, number one, like and a lot of people they don’t get this part of it, but really, we’re going to continue to dial in pay-per-click like we’re not going to back off of pay-per-click because now there’s more traffic. If anything, we want to get seeded more. We want to actually plant more seeds and we want to be able to continually get in front of our potential buyers but I think a lot of people back off of pay-per-click because of that. So, with that being said, we are going to probably be adding some more keywords, probably be refining, probably pausing, and pruning kind of the ones that aren’t performing as well and putting more of the budget on the ones that are. What would you say there for us that you see like that maybe what we need to focus on to allow us to have even more growth?

[00:03:19] Chris: I think the biggest thing, especially in Q4 with pay-per-click and you and I typically say like, “Don’t even bother to look at it for a week after you set it up because you’re not going to have enough data.” In Q4, we need to be a little bit more diligent than that. There are going to be some keywords that perform really well for us normally that might not perform as well during Q4 and there’s going to be some things that don’t normally perform for us that perform really well during Q4. So, we need to take a look at that data. We need to take everything kind of with the blinders on, the Q4 blinders on. What happens in Q4 stays in Q4 so don’t like just kill a whole bunch of stuff permanently and say, “I’m never going to look at it ever again.” So, I would suggest that people keep like a spreadsheet of things they’ve turned off during Q4 and then see how they performed the rest of the year by looking at either the data inside of something like Ignite or just by downloading your historical search terms reports to make sure that come Q1, Q2 of next year that we’re not losing out on those keywords that performed really well for us for the other three quarters of the year.

The other thing is we’re just going to see, typically, we see a little bit of an increase in our cost-per-click and obviously, our budgets need to be kept on top of as well. Now, Scott, people constantly ask us, “What should my budget be for Q4?” and again I think this is another T-shirt that I need and it’s as much as you need and not more, and also not less. So, the typical advice that I would throw out here is keep an eye on that budget. If you’re hitting your budget on a daily basis, you then need to answer a very simple question. Is my ACOS where I want it to be? If your ACOS is good, you’re making money, and you’re hitting your budget, what would you do, Scott? Raise your budget.

[00:04:59] Scott: Yeah.

[00:04:59] Chris: Right? Spend more. 95% of business is doing more of what works and less of what doesn’t. So, if we’re making profitable sales, I will continue to put more budget into that until it stops hitting budget or until my ACOS gets to a point that it’s broken.

[00:05:17] Scott: Yeah. Let me just interject there because I think also and this is an issue I see with a lot of new sellers, but also even sellers that just they don’t want to spend money because it’s not on the front looking like it’s profitable and you have to be careful with that and we’ve talked about this. Especially when you’re launching but even after you launch, if your ACOS is let’s say 50% and you’re like, “Oh my gosh, I’m losing money,” I want you to do a very simple thing. I want you to look at those let’s say it’s 50 sales, we’ll keep it simple, and then you then look at how many sales were generated through the month and it was 150, there’s probably a chance that those 50 sales you got from pay-per-click help to get some of those hundred. So, was the ACOS really 50%? So, I just think that there’s a balance there. There’s not like an exact formula but if you slow that down on the 50% and your sales start to slow down in an organic then that’s a pretty good sign that there’s an issue there, that that is helping.

So, just be careful with that because so many people say, “I want to stay at 25%,” or “I want to stay at 15%.” Well, you might also be capping what you’re making over on the organic side. So, you just got to be careful with that and you got to kind of look at your own numbers to decide that but just be careful with doing that because you’re actually stunting the growth in a sense by not allowing yourself to spend on the right. Make sense?

[00:06:47] Chris: Yeah. I think that’s something that a lot of people miss out on and quite honestly, Scott, it’s not just people in this world. It’s online advertising in general, right?”

[00:06:53] Scott: Absolutely. Yeah.

[00:06:54] Chris: Because you have an outside of like even if a PPC sale never helped you rank organically which we kind of know that it does because we’re driving impressions, we’re driving sales, in the online marketing world there’s this thing called attribution modeling and it’s a super sexy term I know.

[00:07:14] Scott: Yeah. That sounds really sophisticated.

[00:07:16] Chris: But usually there is either first click attribution which is the first time anybody comes to your website or comes to your listing or last click attribution which is the last time they came to your site. How did they come? Did they come from organic search or they come from PPC? Amazon basically tracks it. It’s sales within 24 hours and then sales within seven days. The thing that’s really interesting in the online world and even in the world of Amazon is people can take 30, 60, 90 days to make a $20 purchasing decision and if you could track all of that through something like Google Analytics, you would see that those people come back three or four or five times before they buy it.

So, to say that just because they clicked and didn’t buy right now, doesn’t mean they didn’t come back two weeks later and save the URL in their browser or send it to their sister to see if that’s really what you wanted for Christmas and then came back direct to the listing and bought. We’re outside of the attribution window for Amazon for that. So, what you see is a huge portion of sales come outside of that one-week period. And so, to say that it’s not having any effect on the organic side is to kind of dismiss that. So, even if it didn’t help us rank, we’re missing a whole portion of sales that are being attributed to what I would consider PPC-driven sales. So, make sure you’re not making that mistake. I think the way that you look at that is perfectly on point.

[00:08:35] Scott: Yeah. And again, I don’t want people to just waste money but it’s like you said, advertising is a lot like that. A lot of times it takes some money upfront to kind of get the data or at least to even get yourself started before you can actually see a positive return and that’s a big one for a lot of people. Even Facebook ads, it’s the same idea. You got to lose a little bit of money to learn. It’s like anything. And even people that are launching a product and it’s a flop, you still learn something through that process so you got to take that. It’s the same idea but in this case, we’re pretty sure that if we’re getting some sales for some of these keywords, it’s probably helping us rank and then in return, we’re going to get some organic sales. I think right now moving into the fourth quarter like I don’t want to slow down sales and it’s funny because I had a conversation with our partner the other night and it was kind of on this topic. It was like. All right. Well, the ACOS on some of these are over 45. I want to start trimming them back and then I was like, “Well, we’ll just got to be careful because I don’t want to cripple sales.”

And I don’t know if it was just a coincidence or whatever but we kind of pruned some stuff and the next day the sales were down and so then I was like, “Okay. Well, we got to let it ride out.” And so, then from there, we need to adjust once we and it hasn’t been long enough for us to make another decision but like you have to be careful by doing that. And the one thing I would say is you don’t want to do is you don’t want to do too many things at once so you can’t determine if that wasn’t the thing. Now, if we went and said, “Oh, my gosh, let’s go ahead and change things,” well then you change three things. You don’t know what thing really contributed to the thing or the sales dropping or whatever. So, you got to be careful with doing that. The other thing I would say too and this is something that I, again, on that conversation that I have with a partner, I said, “What I’d like to do is I’d like to lower our price just a little bit, maybe a dollar, maybe two, and really ramp up some sales right now like really, really push some sales. Maybe even then some with some external traffic that we have, maybe we do a quick little promotion right now just to boost some sales.”

[00:10:41] Scott: Why would we do that? Because we want to get sales velocity now. We want to get ranked for more keywords. We want to get embedded into their algorithm so this way here when the traffic comes, guess who’s going to show up? Us. And so, that’s really what’s on my mind moving into fourth quarter is how to prepare now with extra sales so when we hit fourth quarter, we’re there and then that includes pay-per-click, that includes organic, that includes being able to reach different keywords that we weren’t showing up for before. So, those are the things to think about. So, again, I’m just trying to give you guys some ideas, but also Chris and I brainstorming through like what we’re doing like that’s what we’re doing on the Amazon side. As far as like optimization, there’s not a ton that we’re going to do to optimize because things are kind of working. So, that’s the other thing. I wouldn’t change things right now and do a ton of testing while you’re getting, while you’re moving in, unless your sales are nothing then, yeah, maybe you play with your title. But I would not change title. I wouldn’t change any of that stuff. If you’re already doing pretty good, now is not the time to test that stuff. At least that’s my opinion. What’s your thoughts, Chris?

[00:11:47] Chris: No, I would agree with that. Now is not the time to start monkeying with that because what’s going to happen and we actually had somebody inside of TAS Breakthrough U ask this question, “How much of my title should I be changing right now? Because I know that changes me getting indexed and all of those things.” I would leave it right now because what may happen. You may see a benefit but you may also see a drop. So, let’s keep that stuff even and not really start monkeying with that right now because we know what our average traffic level is and we know kind of where we’re at right now and I wouldn’t mess too much with that at this point.

[00:12:23] Scott: No, not at all.

[00:12:25] Chris: Especially we’re rolling into three of the biggest shopping holidays of the year.

[00:12:28] Scott: Exactly. Okay. So, that kind of leads us into this. Okay. That’s like the optimization side of Amazon right now that I see it. Okay. Let’s just kind of double down on what’s working, let’s not slow things down, and let’s not test too much. Let’s just kind of keep the thing rolling. Now, with that being said, we can start planning for these promotions that are coming up and that’s what I kind of want to talk through. So, what are some promotions that we’ve done in the past, Chris, that we are going to do again? And is there anything we’re going to tweak with those promotions by leading in?

[00:13:04] Chris: Yeah. I would say for us, the two obvious ones are going to be Black Friday, Cyber Monday, and then we did like a 12 days of Christmas promotion last year.

[00:13:14] Scott: Yes.

[00:13:16] Chris: And I, quite honestly, I really like that. I mean, I’m looking at the numbers, man. We had 20% open rates, 25% open rates. We only sent those emails once. We didn’t do any resends.

[00:13:28] Scott: Which that was an error on our part, by the way. We could’ve done some unopens on that. I think we just got lazy.

[00:13:36] Chris: Well, I did a resend on one of these. I’m looking at these numbers on the fly, guys. But we ended that three days before Christmas. Yes. So, the very last email I got an 18% open rates. So, we sent an email every day for 12 days and we’re still getting a 17% open rate, 2.5% click-through rate. And that last email, Scott, had 200 clicks on the product page. So, we drove them to the Amazon storefront. So, that last email drove 200 people to that Amazon storefront in a single day with one email being sent that day. Those numbers held pretty steady. So, we were able to drive a few hundred extra visits a day to our listings. Now, the thing that’s really interesting with that, let’s just assume that we were converting at that standard 10%. Let’s keep this business math easy. Now, our listings tend to convert higher than that. So, Scott, how me sales a day is that if we were converting at 10% and we sent 200 people a day?

[00:14:32] Scott: Isn’t it 20?

[00:14:34] Chris: Yeah. So, 20 additional sales a day. So, on top of the organic Amazon traffic that we were getting, on top of the increased traffic that Amazon is going to see, we’re driving an additional 20 sales a day by doing that type of a campaign.

[00:14:50] Scott: That’s pretty good. I got a little nervous there. You gave me a math question. I’m pretty good at math.

[00:14:56] Chris: That’s why I gave you that question.

[00:45:58] Scott: Because it was easy.

[00:15:00] Chris: It’s the fun math that you and I both love.

[00:15:02] Scott: Thanks for setting me up to win.

[00:15:04] Chris: All my high school math teacher is like, “Oh, God, Chris is doing math.” But in this case, we can do it. This is math that you and I…

[00:15:12] Scott: Oh, and I love doing that math. It’s like I love crunching the numbers, I love looking at like conversion, I love looking at all that stuff. Now, not as detailed as Chris, Chris likes to look at like really deep numbers. I like looking at those fun numbers but Chris is good at kind of like mining through all of the numbers which is awesome. And let me just kind of bring people back like last December which we weren’t even a full year in, I believe, we hit over six figures in December which was crazy and we ran out of inventory.

[00:15:47] Chris: Yeah. And we lost $80,000 in sales.

[00:15:50] Scott: Yeah. Technically, if we had stock, right, but, yeah, I mean, so we’re going to repeat that campaign right, Chris?

[00:15:56] Chris: So, that’s what I want to talk to you about and, guys, we’re actually doing this planning on the fly.

[00:16:00] Scott: Okay.

[00:16:02] Chris: So, I think the obvious one is Black Friday, Cyber Monday, and what we did last year was what we call the three-email profit push and if you guys aren’t familiar with that, basically, we send three emails and you can do it either over the course of three days or in the course of 24 hours. For Black Friday and Cyber Monday, we did a three-email profit push within 24 hours so three emails in one day. All of the templates for that, Scott, I believe are inside at TAS Breakthrough U at this point as well as exactly how we use them and the exact templates that we sent last year are available inside of there.

[00:16:32] Scott: Well, let’s give a timeout here then. We’re going to do a timeout. Kevin, where are you, my referee?

[00:16:38] Chris: Give me a whistle, Kev.

[00:16:39] Scott: Give me a whistle, Kev.

[00:16:41] Chris: Chris had a false start. It’s fine.

[00:16:42] Scott: Yeah. False start. Right now would be probably a good time to do a little shameless plug here, Chris, because right now everything that we’re talking about as far as list building and kind of like these emails and the swipe copy, everything is inside of TAS Breakthrough U and if you want to get access to all of that and all of our training like Private Label Classroom and Product Discovery Bootcamp and all that stuff, you can join over at TheAmazingSeller.com/Join. Nice and easy, TheAmazingSeller.com/Join and you can get access to all of our trainings, all of that swipe copy, the email list building, all that stuff for just $99 per month. So, that’s something new we’re doing. Definitely go check it out. It’s a great resource for you and we do live calls every other week for TAS Breakthrough U monthly. So, definitely go check that out. All right, Chris, now that I’ve gotten that out of the way, let’s move on through this. The three-email profit push.

[00:17:37] Chris: Yeah. So, we sent that twice basically in three days and a lot of people ask us, Scott, including on those live calls that you just mentioned, “Hey, how often is too often to send sales type of emails?” We actually had this conversation with the Inner Circle yesterday as of recording this on an email call we did specifically for them, but the answer is again as much as you need to and not more. So, for Black Friday, Cyber Monday, people understand they’re going to get those sales type of emails but what we did in that so I would definitely send those as those three-email profit pushes and we may actually want to actually map out the times that we’re going to send those so that we can resend a couple of those key ones. So, the first one for those of guys who aren’t familiar with the three-email profit push kind of lets everybody knows what’s going on. The second one is a gentle reminder with a little bit of value included in it and the third one is like, “Hey, it’s ending,” type of an email. So, what we may want to do, Scott, is actually send that, “Hey, it’s ending,” type of an email a little bit earlier in the day than we did last year so that we can do a resend to unopens maybe say 10 o’clock at night to try to bump that again.

Even if we only drive an additional 50 people, it’s another five sales. So, it’s worth that one click inside of ConvertKit to be able to do that. And actually, if we’re smart about it, we can automate that whole thing up front, so neither of us has to be sitting in front of the computer but we kind of wrote those on-the-fly last year so we sent them manually using the broadcast feature. Also, inside of that same email training that we talked about, we talked about what we call the value-added sales sequence or the content countdown sequence which are two other email sequences that we use. That 12 days of Christmas sequence, Scott, I believe we use the content countdown sequence for last year and I want to do that same thing now. Again, what we probably want to do is plan to have a resend on unopens in there because that’s something that’s been working really well for us.

[00:19:26] Scott: It really is.

[00:19:26] Chris: Because people check email at different times of the day. And so, what I’d like to do is actually do that. And again, if all we do is pick up an additional 50 clicks, it’s worth it by far to take the extra 10 seconds to write a second subject line.

[00:19:39] Scott: It doesn’t cost us anything to send that. That’s the cool thing.

[00:19:42] Chris: Now, the objection that people have to that, Scott, and I know that there’s a bunch of listeners screaming right now is, “I hate getting that many emails.” I understand that but we need to remember that we’re not our customers and we need to remember that not everybody sees every email that we have. The only people that are getting that second email are people who did not acknowledge the first one.

[00:19:58] Scott: Yeah.

[00:19:59] Chris: And so, yes, by sending that, we’re going to get an additional five people or whatever to unsubscribe from the list because they get annoyed by it. That’s fine. They weren’t going to buy from us anyway. If they don’t want to hear from us, it’s not a problem. Now, the thing to keep in mind with this style because we’re pitching something almost every day and I’d have to look at this to see if we pitched 12 different offers or if we pitched like eight out of the 12 days but I’ll have to take a look, but really what we’re doing is we’re sending a piece content and then we’re linking that back to an offer. So, “Hey, we have this really cool bass fishing trick that we want you to check out. P.S. If you want the reel that Bob is using in that video, you can get it here on Amazon and because it’s Christmas, we’re giving you 20% off,” or whatever. That’s really all those emails are. They were probably two or three paragraphs. I’m going to pull one up right now actually and see…

[00:20:52] Scott: Yeah. Super easy.

[00:20:53] Chris: But they were not that long.

[00:20:55] Scott: Okay. So, while you’re doing that really quickly I just want to highlight that this is the power of building a list though and that’s something else I want to mention here. During the fourth quarter, we’re going to continue to build our list. So, we’re going to probably do another contest because there’s a lot of traffic. People want to probably win this thing for a gift or even themselves. So, there’s going to be more people on more traffic. So, for us to be able to add another 5,000 to 10,000 email subscribers that just builds our list bigger so this way here, we’re able to get more people in front of our offers, in front of our content, that also helps people come over and experience our blog, our brand, our Facebook page. All of the things that we’re doing to build a brand, that also helps that. And also, another asset that if we choose to sell, we have that as well in our back pocket. So, building a list is really, really important and that is going to be something that we’re going to be doing here and that is something that we’re going to probably do here in the next few weeks just before we get into, you know, right into the heart of it because we want to kind of build up some buzz.

So, this way here, we have that bigger email list, but then we can also get them into the 12 days to Christmas and the Black Friday and all that stuff. So, we’ll probably do it just before the Black Friday. So, when we send out the contest winner and the runner-ups and all that stuff, it will be right around that time.

[00:22:10] Chris: Yeah. And actually, what we should probably do, Scott, not to cut you off there but I’m going to cut you off anyway.

[00:22:13] Scott: Oh, cut me off.

[00:22:14] Chris: Is run a contest like from next week through Thanksgiving and then run a shorter one like the 10th, 11th, or 12th of December because what we did last year and what we should probably do again as we started that 12 days of Christmas type of a promotion on the 10th and we ended at the 22nd so that everything will be shipped in time. We wanted to make sure that again our customer service, if they had Amazon Prime that they were going to get it in time for Christmas and what we didn’t want to do is sell a bunch of stuff like the 24th or the 23rd and not have it delivered as a Christmas present and that’s what people were doing.

[00:22:52] Scott: Yeah. Just one second. So, that’s something that again us going through this right now like we’re going to pencil that in and that will happen. So, we’re going to start running that in the next week so that way there we can have enough time to build up to Thanksgiving and stuff. So, anyway, I’m making a note here that we are going to have that contest up and running and we’ll report back on these things to after we get through fourth quarter so it’ll kind of be like a record for us too to see that we did this thing. It’s kind of holding us accountability.

[00:23:22] Chris: Having the show notes for this means I don’t have to be taking notes right now because Angel isn’t on the call to help me with that which is glorious. So, I took a look at a few these different emails and we did do the content countdown sequence here, Scott. So, it’s a mixture of content with a really soft sell and then a hard sell. So, like the second day of Christmas we sent out purely a sales email and we actually have 400 clicks on that email, which again, how many sales is that for converting at our standard 10%.

[00:23:51] Scott: Are you trying to have me do math again?

[00:23:53] Chris: That’s 40. So, we had right around 400 clicks, which means we drove an additional 40 sales which is really kind of cool.

[00:24:01] Scott: And I think that’s low but it’s, yeah, you’re right.

[00:24:04] Chris: Right. And we know our list tends to convert a little bit higher and our conversion rate on the listing is actually higher than 10%. On this particular listing, it tends to hover between 15% and 16% but I’m just making the math easy. Not only did we get 40 sales from that, but it also helps boost our organic ranking because we’re driving traffic, we’re getting additional sales, and we’re doing that. Now, on this, we did give a 25% off coupon but we still drove an additional 40 sales and we made money on each and every single one of those so I’m not worried about it. Even if all it did, even if it didn’t help us at all on Amazon, right, we made additional money on 40 different customers. We then brought people into the ecosystem. We now have the opportunity to sell them different things. We did this for 10 days in a row so we are able to drive, I don’t know, what’s was the math on that? Let’s just call it 30 because the one we looked at earlier probably drove 20 so that’s 300 additional sales. That’s a months’ worth of sales in 10 days for a single product. That’s definitely worth doing.

[00:25:06] Scott: Absolutely. Yeah. I mean, why wouldn’t you? And pretty much it’s all prebuilt so all you got to really do is just kind of modify and some people would say, “Well, aren’t people to know it from the year before?” No, they’re not and there’s new people on there but, no, they’re not going to remember that and they’re going to probably look forward to it because now, again, it’s a lot of times it’s gift-giving and they’re buying gifts and all that stuff. So, yeah, don’t worry about that stuff but once you kind of have this stuff built, you can kind of recycle it and reuse it which is pretty awesome. So, I definitely encourage that. Okay. So, we have our external promotions which is really our email list. Facebook ads, I think we’re going to play around with that too because we have a couple of cool things that we’re doing.

Number one, we can upload our email list and start targeting those people there too because like Chris said, let’s say 20% of people open our email, there’s 80% that aren’t but if we can maybe have them see us on Facebook, we might get more people to see our stuff and possibly buy. So, we’ll definitely be doing that. And then also, we’ve been playing around with videos that we’re posting and then we’re building an audience by actually a custom audience by how long they viewed. So, if someone views a video for 50% or more, we can target them with an offer if we want to. So, that’s another thing that we’ll be doing and I’m really curious to see how that works this year because what do we have right now off the top your head that we’ve built since doing that which hasn’t been that long?

[00:26:32] Chris: Well, we’ve been doing almost exactly a month so let me pull up the ads account.

[00:26:38] Scott: Yes, to pull that up.

[00:26:39] Chris: And which metric do you want to see, Scott?

[00:26:41] Scott: Well, I want to see how many people, well, if you want to give me 25% view, okay, and then give me like 100% view.

[00:26:41] Chris: Okay. They added a whole bunch of metrics to this dashboard and moved all of my stuff off the screen which is great. So, we spent $1,500 lifetime on this campaign and we have 28,491 unique people that have watched 25%, 23,000 that have watched 50%, and 15,000 that have watched 100% and these are between 6 and 10 minutes. And I think our shortest one is around 6 minutes.

[00:27:27] Scott: So, what does this mean, Chris?

[00:27:29] Chris: So, the way that I’m looking at this.

[00:27:31] Scott: I’m loving this actually.

[00:27:32] Chris: By the way, this campaign excludes anyone that’s on our email list or is connected to our Facebook page.

[00:27:37] Scott: Yes. So, these are new people. We really have a list of like 50,000 because we have 25,000 on email, we have another 25,000 over here, or if you want to look at 15,000 that have watched 100% of the video.

[00:27:50] Chris: Right. And what we’ll probably do is we’ll probably target people who watched 50% or more because they’re at least familiar with us. They didn’t like leave their phone, past scrolled on Facebook, and viewed a minute of the video. They actually watched like four- or five-minutes’ worth of these videos.

[00:28:05] Scott: That’s insane. That’s actually insane.

[00:28:07] Chris: So, that’s 23,000 unique individuals that we can target that are already familiar with the brand. So, this to me is warm traffic.

[00:28:14] Scott: Absolutely.

[00:28:15] Chris: And we’ve started to dabble with some offers to them. One of them worked okay, one of them didn’t work at all, but that may just be terrible ad copy in a weird way that we presented it.

[00:28:27] Scott: Is my math right here? I just did the math on $1,500 and $23,000 because that’s what you said we had like 6.5 so like $0.07?

[00:28:38] Chris: Yeah. And the way that you and I have been measuring success on this is based off the 100% views.

[00:28:45] Scott: So, 15,000. I’ll do it off of that. So, 1,500 divided by 15,000, it’s $0.10.

[00:28:54] Chris: Yeah. It’s actually when I do the – I’m doing the actual math right now. It’s 10.3 cents so for 100%.

[00:29:00] Scott: Okay. Call it $0.11. So, we have someone that watched 100% of a video that’s between 7 and 10 minutes long and it cost us $0.11 to get that person in that audience. And now the cool thing is it’s like an email list in a sense. If we want to run an ad to just those people that have watched 100%, all we got to do is create an ad and just say, “We only wanted to show up to those people.” How powerful is that? That’s insane.

[00:29:31] Chris: And it’s really cool. Now, the biggest difference between this and an email list is every time we want to be in front of these people, we have to pay but I know that if I want to be in front of these people, I can pay. So, it’s kind of a double-edged sword. Now, just to give some context to this for people, what we’re doing is it’s just a piece of content from the brand that has one of our products in it. So, we’re not talking about the product, we’re not pitching the product, but we’re using the product in a way that’s beneficial to the people that are consuming the content. And so, it would be really easy for me to go in here and say, “Okay. There’s 8,000 people that have watched this fly-fishing video.

I’m going off then target them with an ad that says, “Hey, I know you’re interested in fly fishing and you like this reel because you watched 15 minutes of a video of me using it. Do you want to get it for 20% off?” and then send them over to the Amazon storefront or send them to our own site or send them to ClickFunnels or send them to wherever. And so, looking at these and we haven’t done a ton of pruning on this yet either, Scott. There’s six pieces of creative running right now. I think we have three different products that are being used in each of these and our most expensive one right now is $0.12 per 100% completion.

[00:30:41] Scott: Which is insane.

[00:30:42] Chris: And there’s a couple that are $0.08 or $0.09 per 100% complete.

[00:30:47] Scott: Okay. So, again, I don’t want to get too advanced here, but this is what we’re talking about like this is what we’re doing. This is next level stuff and honestly, like I think anyone that is semi-successful on Amazon only, you should be doing stuff like this list building stuff and that could be email list, that could be audience build through videos on Facebook and retargeting. And this is, to be honest with you, this is like exactly what we work on with our Inner Circle members right now because we have people that are seven-figure sellers in there and they’re only selling on Amazon. What we’re doing is we’re creating that or helping them create ad creative like this for Facebook ads so this way here they can start building the email list, start messaging that email list, and then from there, do this cool stuff which we haven’t even really got into because we’re just starting to get into like video creation with some of our Inner Circle members and then we’re going to do this stuff at one of our retreats. We’re actually going to probably sit down and help them create videos.

So, this would also be another place to have a little shameless plug here. Now, we have an Inner Circle. It’s a mastermind. It’s where we meet two times per year and we also meet once per month online and we do virtual meetings and we also do these little pop-up workshops online where we did one yesterday. That was all on email writing and all that stuff. If your business is at $25,000 or more in revenue per month and you are at that level where you want to grow or scale your business outside of just Amazon or even just help you scale what you currently have and you want to apply for Inner Circle, it’s by application only. There is some criteria that you have to meet and also, we have to know that you’re going to be a good fit and we also have to that we can help you. So, if you’re interested, head over to TASInnerCircle.com. Again, that’s TASInnerCircle.com. So, fill up the application if you think that you are a good fit and this is only for serious sellers, actually, for people that want to grow and scale and take their business to the next level and not be dependent on just one channel.

[00:32:54] Scott: So, just wanted to throw that out there because this is exactly what we’re working on right now inside of our Inner Circle and I’m excited to see where everyone goes because there’s so much potential within our Inner Circle members right now. So, if you’re interested, go fill out an application. I’d love to see if you’re a good fit and if you are, we’ll invite you in and we can go from there. So, all right, Chris, where else do we want to go here before we wrap up? I mean, there’s a couple of other things I think but what else?

[00:33:21] Chris: So, Facebook ads. Let’s wrap up with the Facebook ads conversation I think because we can do some other stuff with like the Messenger list and that kind of stuff but quite honestly, I think our two biggest things for external promotion are going to be the email list with those three campaigns that we talked about, and then what we actually want to do with Facebook ads. So, I wanted to run this by you, Scott. If we’re doing those two giveaways, does it make sense to take the audience of view completions, those people who viewed 100% or even 50%, and run them as the first people to the giveaway?

That’s not necessarily our highest ROI activity with that if we can get an offer that works, but it’s our lowest barrier to entry and then we can get them to places and get the trifecta. We’ll get them pixeled. We know that they’re on that custom audience list and we have their email address. And then we could also take a look-alike of that audience and expand that list from 15,000 to 1.5 million or whatever it is. So, that was kind of the thing that just popped into my head. And then obviously, after that first giveaway, we can start targeting them with direct offers either into our funnel, our free plus shipping funnel or whatever funnel we decide we want to run for that as well as to the Amazon storefront page.

[00:34:33] Scott: Yeah. I like all of it. I mean, I think you’re right. I mean, why not run a contest to them because we know that they’re very engaged with content because they watch so they’ll probably share. They’ll probably be active in promoting it for us because they’ll be going to want to get more entries. So, I think, why not use that and then I think right on the back end of that, we also offer them things in that bucket. We, kind of generally go through like bucket one, bucket two. Bucket one is kind of like warming them up, kind of letting them qualify themselves or kind of go through that filter of how long they view. And then from there, once we know that they’re kind of warmed up then we know that we can present them with an offer. So, I would say both like I want to do both.

[00:35:11] Chris: Yeah. I’m proposing that in addition to like monetary offers because I’m curious to see how they perform versus just more cold traffic. And people ask us all the time how we set up giveaway ads and it’s at the like interest-targeting level. So, we would target fishermen if we were selling fishing stuff. This gives us a little bit of a warmer audience to start with instead of paying our $0.09 to $0.13 per email. I’m curious to see how that would actually perform. Now, we could factor in the front-end cost in that but if we’re going to continue to advertise to them, it’s not really fair to frontload all of that price into the lead acquisition but we can and I’m curious to see if we can get them for $0.20 that way so $0.10 on the front end and $0.10 to acquire them on the email list, I think that’s ridiculously good and they’re super-hot leads.

[00:35:59] Scott: All right. The one last thing that I want to wrap up with here, I know we’ve kind of went on a little bit longer but we’re brainstorming, the one thing that I am really excited about and I can’t wait to see what the numbers coming in at is now that our blog is doing like right now like 70,000 uniques, 65,000 or 70,000 uniques, we know that that’s going to grow. We’re also focusing a little bit on the SEO side of things now inside of our blog. We’re starting to run some, actually, it should be, they should be live here this week and that is the ad network, Adthrive. So, Adthrive it’s a really powerful platform for ads but you have to be 100,000 uniques generally.

Now, we’ve kind of gotten around that a little bit and got in early because my partner has been kind of dealing with them for about eight years and their other blog is doing like 300,000 uniques so they kind of like gave us the in because we knew that and we had that connection. So, because of that, we’re going to start running that. Now, if you do have a blog or a website that already has 100,000 you can submit your website and then possibly get accepted. The other one is media. Is it media?

[00:37:15] Chris: Mediavine.

[00:37:16] Scott: Mediavine. That’s it. Yes, that’s the other one. I think that one’s a 50,000 unique but here’s the other reason why you want to build a blog and get traffic going to it because now you can put these ad platforms on there and then that can bring you in money. So, I’m thinking like right now with just the 60,000 or 70,000 uniques, we could probably generate $1,000 to $2,000 in ads coming through in this network. You start scaling that up in the fourth quarter, we could take that two to make it four, maybe five, maybe more, who knows, right? So, that’s why we also want to probably take some of our traffic and direct it to our blog and we’re going to get organic but why not get more over there? Why not send our email list over there, right? If we’re sending our email list and this is where a lot of people don’t understand is like, yes, we built the email list, yes, we built the audience on Facebook. What if we send them to a piece of content? They can buy our stuff there, they can get more knowledge about our products, about our services, about who we are, but they also could click on an ad over there and buy something.

And then from there, that’s going, in turn, come back to add money that we’re going to generate inside of that. That could be also your Amazon Associates account which you have over there which last year I think we did over $1,200, maybe $1,500 in the fourth quarter which this year I think it’ll be even more. So, these are other ad revenue streams coming into the business by having these other things now because we’ve built it out over time. It’s kind of like the long-term vision. It’s always been there. Build a blog, get traffic, build a website up, and then from there, we can start to decide how we’re going to leverage that. The other cool thing is when you go to sell this and you have traffic and you have ad money being acquired because you’ve actually gotten traffic and you’ve actually learned how to monetize it, that’s valuable. So, what do you want to add on that, Chris, because I’m just pumped up about that? I can’t wait to see the numbers.

[00:39:06] Chris: I think the thing that’s really cool about that and if you would just throw that number out you said you think we can make between $1,000 and $2,000.

[00:39:11] Scott: Yeah.

[00:39:12] Chris: Well, last month or in the last month give or take, we spent just over $1,500. So, even if all that process covers our ad spend, we’re now able to build out those audience lists and do all of this experimentation for free. It’s not money that’s coming into the business. It’s money that’s going directly into ads but the thing that makes sense for me is to take that money and invest it directly in the advertising side of stuff to continue to grow everything to drive that flywheel forward. Especially as we roll into Q4 here, if we’re spending just the same amount of money that we’re spending right now, it’s free money essentially out of the way. We get a $1,500 budget to say, “Hey, let’s try this. Let’s try this. Let’s try this,” and that’s really, really powerful in any business because it’s an additional $1,500 in that top line revenue and we now have an experimental budget to play with. It’s not money out of our pocket necessarily.

[00:40:03] Scott: Yeah. I love it. So, yeah, that’s pretty much what we’re going to be doing is all the stuff that we talked about. And the cool thing is a lot of the stuff has already been kind of built and we can kind of just plug it back in and reuse it. Like we said, like some of those sequences that we’re going to be doing around the promotions, pay-per-click has already gotten history so we just got kind of prune and kind of like double down on the stuff that’s working. And then as far as building our list and our audiences and doing all of that, that’s going to be, it’s going to be a process that we’re going to continue to do. So, anyway, that’s pretty much what I wanted to kind of go over here for the fourth quarter marketing strategy and the planning to boost our sales and really grow the brand. Any else you want to add, Chris, before we wrap up?

[00:40:48] Chris: No, but I did want to recap it really fast for everybody. So, on the Amazon side really all we’re going to be doing is, one, making sure we have inventory, obviously. We spent a whole episode discussing or planning for that. And then two is scaling and maintaining our PPC. Outside of that, we’re going to be sending three separates email campaigns. We’re going to be sending a three-email profit push on Black Friday, a three-email profit push on Cyber Monday, and then we’re going to send our 10 days of Christmas or 12 days of Christmas campaign again, just modified for this year. We’re going to be running two different contests. One for 30 days, probably one for 15 just so that we can get those extra people in between Thanksgiving and when we want to start that 10 days of Christmas or 12 days of Christmas campaign. Then we’re going to be running some Facebook ads, one, to kind of retarget people and make sure that they’re seeing the offer like whatever the daily offer is in that 12 days of Christmas email, but also to try to bring in some of those people who we know aren’t on our email list that we’ve been able to grab through the videos that we put up on Facebook and some of those kinds of things. And we’re going to be driving them both back to the contest as well as to whatever our current offers are.

[00:41:53] Scott: Yeah. I love it and like I said, it’s a process, it’s building, you know, you’re just building this thing out and you got understand that you’re planting seeds and a lot of people don’t realize that that’s really what we’re doing here in business and some are going to grow and some aren’t and you got to kind of then water the ones a little bit more that are starting to grow and put a little bit more fertilizer on them and let them continue to grow because it’s so important to kind of think that way because it’s more of a longer-term vision. Actually, I’ve done some videos and stuff on this topic of growing your business this way. I’ve also done some videos on the Facebook stuff that we’re talking about. And to kind of give you an idea of how that whole thing works, I will go ahead and link everything up in the show notes so you guys can get visual of that stuff too because I know sometimes you need a visual. I actually did a whiteboard video on that Facebook strategy, kind of like the old way, the new way, and you can kind of get an idea of like what’s behind that and kind of how it all works.

So, definitely check out the show notes at TheAmazingSeller.com/588 and you’ll get all of the resources and all of the links that we talked about there and any videos that I’ve shot, I’ll put them in there as well and then any of the resources that we put in there like TAS Breakthrough U, if that’s of interest to you, definitely check that out. We would love to have you in there and really help you grow your business and also get on a live call where you can ask us questions directly about your current business and actually where you are in the process. And then anyone that is interested in the Inner Circle, definitely head over to TASInnerCircle.com and you can get all the details there and see if you’re good a fit. If you are, submit an application. We’d love to hear from you. All right. So, Chris, are you ready to wrap this up officially?

[CLOSING]

[00:43:34] Chris: Yes.

[00:43:34] Scott: All right. Let’s do it. Guys, remember, as always, I’m here for you, I believe in you, and I am rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, Chris is going to say it with me on the count of three. One, two, three. Take action!

[00:43:50] Chris: Take action!

[00:43:52] Scott: Have an awesome amazing day! And I’ll see you right back here on the next episode.

[END]

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