The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Lesley Hensell is co-founder of Riverbend Consulting, an e-commerce and Amazon consulting agency. Its experts and 85-plus employees solve problems for Amazon and e-commerce sellers facing account and product listing suspensions and other difficult challenges. Lesley has been an Amazon seller since 2010, and her latest mission is to help aspiring entrepreneurs succeed on Amazon – their way.
In this episode, you will learn
- What are the key foundational building blocks for marketing on Amazon
- What essential metrics should Amazon sellers focus on for successful marketing
- How can SOPs and VAs improve marketing efficiency for Amazon sellers
- Could you share examples of how addressing customer feedback has boosted Amazon sales
- What strategies do you recommend for adapting to Amazon’s changing marketplace
- What are your top tips for long-term marketing success on Amazon
For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com
Or on YouTube at:
https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ
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Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.
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In this episode of the eCommerce Marketing Podcast, host Arlen Robinson interviews Lesley Hensell, co-founder of Riverbend Consulting. Lesley, an Amazon seller since 2010, discusses her journey from being a consultant to helping e-commerce sellers navigate challenges on Amazon. She shares valuable insights into optimizing Amazon listings, essential metrics for successful marketing campaigns, the importance of standard operating procedures and virtual assistants, and strategies for adapting to Amazon’s changing marketplace.
Key Takeaways
- Introduction and Lesley’s Background ([00:01] – [04:43])
- Lesley’s transition from a traditional consultant to an Amazon seller due to family needs.
- Founding Riverbend Consulting to assist Amazon sellers with account and listing issues.
- Foundational Building Blocks for Marketing on Amazon ([06:10] – [10:39])
- Importance of optimizing listing detail pages with high-quality photos, videos, and emotional copy.
- Use of lifestyle images featuring attractive models, babies, and pets to enhance appeal.
- Incorporation of A+ content to showcase a brand’s professionalism and trustworthiness.
- Essential Metrics for Amazon Sellers ([13:00] – [17:37])
- Importance of setting up proper accounting and tracking profitability by ASIN (product).
- Monitoring return rates and customer feedback to identify and address issues with products.
- Standard Operating Procedures and Virtual Assistants ([18:36] – [21:44])
- Utilizing VAs for tasks like customer service messaging and improving the worst-performing ASINs.
- Importance of documenting processes and training VAs to scale the business efficiently.
- Adapting to Amazon’s Changing Marketplace ([23:22] – [26:12])
- Staying updated on Amazon’s enforcement policies and utilizing account health features.
- Engaging in online communities, Facebook groups, and LinkedIn to stay informed about changes.
- Tips for Long-term Marketing Success on Amazon ([26:54] – [29:47])
- Leveraging licensing agreements to enhance product appeal and brand recognition.
- Optimizing listings for Google and utilizing Google Ads to drive organic traffic to Amazon listings.
Guest Info
Lesley Hensell
Co-Founder of Riverbend Consulting
LinkedIn: Lesley Hensell
Website: Riverbend Consulting
Book: The Amazon Incubator
