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.
Tom is the Co-founder & CEO of NYC-based Cohley, the platform that’s helping brands generate the content they need to win at every step of the consumer journey.
In this episode, you will learn
How crucial is authenticity in product reviews and video testimonials and the shift in consumer trust towards user-generated content versus polished brand-generated content
What kind of impact have video testimonials shown on conversion rates compared to traditional text reviews and the specific industries or product types that benefit more from video content
How do you ensure consistency in messaging and content quality, especially when dealing with multiple retail partners
How Cohley advises brands to handle and potentially leverage negative feedback and the opportunity in turning a negative review into a brand-building moment
The evolution of product page content, particularly as technologies like AR (Augmented Reality) and VR (Virtual Reality) become more prevalent in e-commerce experiences
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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Title: Optimizing Product Pages and Leveraging User-Generated Content with Tom Logan
Guest: Tom Logan, Co-founder & CEO of Cohley
In this episode of the e-commerce marketing podcast, Arlen Robinson speaks with Tom Logan, Co-founder & CEO of Cohley, about optimizing product pages through user-generated content, product reviews, and video testimonials. Tom shares his journey from social media marketing to co-founding Cohley and discusses the importance of authentic content in driving consumer engagement and trust.
Key Takeaways:
- The Importance of User-Generated Content ([02:45].582)
- User-generated content helps brands connect with consumers through authentic and relatable visuals.
- Rise of Influencer Marketing ([05:36].234)
- Consumers seek authenticity, and user-generated content from influencers and ordinary people builds trust.
- Impact of Digital Influence on In-Store Purchases ([07:33].359)
- 55% of in-store purchases are digitally influenced, highlighting the importance of online content.
- Role of Video Testimonials ([09:43].462)
- Video testimonials, even raw ones, enhance text reviews and provide a visual representation of the product.
- Handling Negative Reviews ([18:22].374)
- Negative reviews can be leveraged positively by addressing them directly and transparently.
- Consistency in Messaging Across Channels ([13:27].602)
- Brands should maintain consistent messaging and quality across various platforms using digital asset management tools.
- Encouraging Reviews and Testimonials ([23:24].378)
- Strategies include incentivizing reviews and engaging with communities of reviewers to gather honest feedback.
- Evolution of Product Pages ([28:35].17)
- Treat product pages as living, breathing organisms that need constant updating and improvement.
Guest Info:
- Name: Tom Logan
- Title: Co-founder & CEO of Cohley
- Website: cohley.com
- Email: [email protected]
- LinkedIn: Tom Logan
