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.
Francisco Valadez has spent most of his career as an entrepreneur involved in retail, wholesale, and private label projects. He has led companies from humble beginnings to successful acquisitions. Francisco got his start in eCommerce as part of a shoe company that sells through brick-and-mortar retail, department stores, and its own website. Most recently, Francisco fell down the Amazon rabbit hole while helping a company set up their own Amazon business. From that day on, Francisco has been 100% focused on Amazon retail. He has ample experience in Seller Central, and has proven his understanding of successful strategies to grow a brand’s online retail presence.
In this episode, you will learn
- How Amazon’s Click-Through Rate (CTR) impacts a product’s visibility and sales performance on the platform
- Best practices that sellers should implement to optimize their CTR on Amazon
- ‘Hacks’ or lesser-known strategies for significantly improving CTR on Amazon listings
- How does improving CTR correlate with conversion rates and is there a point where focusing on CTR might not translate into higher sales
- How sellers should adapt their strategies to maintain or improve their CTR in light of changes to the Amazon algorithm
- Case studies where implementing specific CTR strategies led to notable improvements in a product’s performance on Amazon
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For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com
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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
