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Ecommerce All-Star Secrets Panel | AWeurope 2018

August 13, 2019


Ben Malol, with Facebook Ads.
Our Facebook Ads expert. We got Dimitris Skiadas. Dimitris is a Google analytics expert,
a renowned conversion master. Gretta Van Riel, one of the world’s
foremost experts on influencer marketing. We got Mohamed Ali Aguel, expert with all kinds of
e-commerce but conversion funnels specifically. We got Nick Peroni, who we
brought in to help us with startup strategy. And then Nick Shackelford, one
of the world’s best social marketers in general. So, this order was a little off
because we’ll start with the first three. So for the first part, when I was thinking
about who to bring in to really help teach people how to create
an excellent startup strategy I thought about Nick Peroni right away.
His e-commerce group, Ecommerce Empires, is one of the best resources out
there for this kind of thing. And so Nick, why don’t you
start us off a little bit by first of all, talking about why you’re qualified to teach this, why it’s so important to the e-commerce journey, and what your course brings to the table. Yeah, thank you. So first of all, it’s amazing to be
up here with everybody, to be included in this. And for me really, where I think that I’ve had the most impact with other people. Ecom Empires, for anybody
who’s unfamiliar with that, it’s a group that I’ve grown that now has 60,000+
members in it and I’ve helped a lot of people find that breakthrough with
e-commerce because there’s a lot of strategies and amazing stuff that’s out
there but it’s only really as good as the foundation of what you’re
building from the start, like understanding what you’re trying to do,
the mindset, having a clear vision and a path. And so that’s where I’ve been able
to really help a lot of people hit those breakthroughs that have come.
Even some people that have gone on to do just incredible things
because you know, once you have the foundation, once you have the vision
and the strategy of what you want to accomplish and really know how to
execute that, right, not just having the idea but understanding how you need to
execute this idea and make it something that can grow and scale and be
profitable and match with all the numbers that you need to understand,
that’s when the rest of the stuff that these guys talk about and share, really
can just help you kick in the high levels quickly and grow at a
really massive rate. I feel like a lot of people start with a thumbnail sketch. Like okay, dropship from AliExpress and go run some ads to it, and there’s just this whole other world. Call it the invisible architecture, right.
There’s all this stuff that surrounds your success and so many
people I think will test a basic thing and not find success.
A lot of people will, that’s the crazy thing about e-commerce dropshipping right.
You can throw up some products and find some success quickly but it might
not be something sustainable. Exactly. That is the challenge.
That’s what I see all the time, really. People who are good at marketing, you
come from a different type of background or business or something that they’ve
done and then want to get into e-commerce but it’s kind of its own world of things that you need to understand of getting started. You can go about the method of just testing and finding stuff, but usually what you’ll find, if
you ask anybody who’s done that and had success with it, is that you want to
evolve into something else because that method is really not sustainable over a long period of time. You can do it and you can have success that way, but
everybody that has done it is trying to evolve into something else
where they’re really being focused on a long-term vision and a strategy or a
brand. You want to have the whole blueprint, I feel, from the very
beginning to guide you in the best possible path to success. Nice. Very cool. Alright well next, we’ve got startup strategy, we provided a
roadmap for how people can get involved quickly, see some profit quickly
but also have a longer-term strategy, then obviously testing becomes the next
biggest thing. No matter what’s happening
on Facebook, Facebook is still the number one engine for both
testing and scaling e-commerce products, so we went out and worked with Ben Malol,
who’s a renowned Facebook expert. Why don’t you tell everyone a little bit
about yourself, why you’re qualified and what you bring to this course. Awesome. So first of all, I’m super grateful,
as Nick said, to be here. This is phenomenal. Two years ago I was in Affiliate World and I was literally one of you, part of the audience, looking at these people like, “Holy shit, I
hope I’m gonna be something like that.” And it’s crazy. I’m literally
getting my mind blown from just being here. On that point, moving that aside,
Facebook Ads-wise, it’s really like an art in some way. It’s science with
analytics, with logic, and mostly creativity. Now the thing is that most creativity, that is like the big aspect that a lot of people are missing. Now, I come from the
e-commerce Shopify background, that’s where I first got started 3-4 years back.
Started with the normal dropshipping, AliExpress, Facebook Ad
model that a lot of you are probably aware of and scaled my first store to a
million dollars in the first year, which was phenomenal and that’s where I
actually started to see success online. From there I moved on to starting an
agency, Facebook Ads, because that was what I really loved doing. I didn’t
really like that churn and burn, find a product, run ads, make money, find a new
product, make ads, make money. I didn’t like that model. I wanted to be
connected to what I’m doing and I kind of foresaw the future
of what’s going on with dropshipping and that’s why I wanted to move
away from that and focus on Facebook advertising. So from there on I opened my
agency, my education course on Facebook Ads, Social Marketing Masterclass,
which has thousands of students at this point, that and a few
other training courses. My one e-commerce store’s agency, we’re working on creating
a TV show later in the year documenting marketers, so that’s pretty sick.
That’s basically my background. Today we run my Facebook group, the
Facebook Ads group, which has close to 50,000 members, teaching Facebook Ads,
support about Facebook advertising, new strategies, and my e-commerce stores,
Shopify, ClickFunnels, and education as well on the side, together with an agency, where we run ads for other companies, social media branding, and so on.
That’s pretty much my background. Specifically, what’s your approach with the way that you did your module here? So the thing is what I’ve noticed that was missing from a lot of, not only training courses, but after we surveyed iStack and the
speakers surveyed so many different, over 500, I think? 500 entrepreneurs. We noticed a specific pattern not only with
that but with a lot of others. From our experiences, people go in kind of blindly to this industry and some make money, some make a lot of money, some don’t
make money. The reason for that is there’s a lot of inconsistency and volatility because people do things very randomly. What I contribute to the course is obviously the whole Facebook Ads side, but it’s not just like, click, run this campaign, optimize on this, put a $20 budget,
look at your link clicks. It’s mostly structures and systems that I’m not gonna say you can implement in 7 steps. I’m not only telling you what to do, like in those instructions in education, but I’m also explaining to you why you do it.
What I’ve noticed is that when somebody buys a course or when somebody learn something and they start being successful, they go on this trend of success
for a good amount of time and then they crash,
and that happens over and over again. Over 90% of the people that
I’ve known that were successful 2-3 years ago are are now not doing well because they didn’t understand the
reason behind marketing and why they do things. So I really went in almost like a
scientist to understand the algorithm on the highest level and explain to you
guys why it does every single thing. Like, what you do and why you do it. Everything is systemised on the highest
level in our businesses, from the ads to the budgets that are testing, to how we
target, location-wise, and it’s not one-thing-fits-all. Every business is unique, and that’s the problem. Everybody thinks that if they learn one subject, they take
that, they implement it into their business and it’s gonna work. No, it isn’t.
People are not robots. They’re humans and everybody has a different type of
emotion. Everybody has a different type of story to them. What I’m actually showing you is how to find your unique person in this Facebook advertising world.
How to take your company or business, if it’s with testing,
if it’s with optimising or scaling and align it with your brand, with your business,
with your e-comm store or whatever. It’s not a one-size-fits-all. It’s learning to create the size
for something that fits you. Yeah and that’s something that we’re finding with this whole training thing. This idea of a step-by-step
or a 7 point blueprint thing. I feel like people don’t really learn that way. Those things are great catalysts to get people to launch their own journeys, but
when people are learning things, first of all they have to make it their own
more than anything. The best thing you can do is surround yourself with mentors, with
people who’ve been there before. Learn the tactics that got them where they are.
They have to take it on themselves. We’re not up here to tell you that this is a foolproof, bulletproof system or anything like that. We think it’s the best knowledge
that can be brought to bare. The difference in my opinion is there is no such thing as a step-by-step blueprint. Now obviously that’s where 99% of the majority go, “Oh that’s the step-by-step blueprint to do this or that or that.” And a lot of people are successful with it.
But the thing is, where the actual success comes from is your creativity that you implement above those steps Why are we entrepreneurs?
Why are we actually on this route? It’s because we’re actually against the step-by-step. The step-by-step is going to school,
going to university and finding a job. That’s the low consciousness level where
you’re doing the step-by-step process of life. Solely by the fact that you’re
entrepreneurs and you’re going to and being in this event or any other event or
running a business, you’re actually taking responsibility outside of the
step-by-step business or step-by-step model. Having that step-by-step system
is aligned with having that blueprint understanding but you have to put your
creativity on it and understand that that’s not gonna solve everything. That’s why with iStack, with E-commerce All-Stars, the fact is that when you actually have six experts
that teach different aspects in full-on almost-courses
as they are, then you suddenly are connecting all the pieces on top of each other. So suddenly, if it’s a blueprint on a blueprint on a blueprint on a blueprint, all the missing pieces that you thought you didn’t know?
Now you suddenly know them. If it’s funnels or social media or
advertising or product research. That’s what’s so unique, in my opinion. It’s like is the first time I’ve seen something like this happen. Yeah, very cool. To my knowledge,
it’s the first of its kind, which is cool. So, the third piece, obviously. We’ve got your startup strategy, which includes product selection, your distribution strategy, which Nick is doing.
Nick’s actually starting a store for this course, which is really cool.
We forgot to mention, but he’s actually started a new store specifically for this course,
which walks through the steps that he took, which is really exciting. And we got Ben Malol doing the Facebook Ads to help scale then we brought in Dimitris Skiadas,
who is a well-known, renowned consultant in e-commerce analytics specifically.
His big promise on this is to make analytics sexy, which is
a tall order but there’s nothing more sexy than really knowing your numbers.
So Dimitris, tell us a little bit about it. I’ll try to make Google analytics
sexy and I know that’s not gonna be an easy world but I’ll try my best.
Don’t listen to what Eric says, guys. I got invited here because I am really,
really, really funny. I tell really funny jokes and I can pronounce Google Analytics.
This is what made me famous. Anyway it’s great to be back. I was here last year at Affiliate World in Berlin. I really, really enjoyed it
so it’s a great pleasure to be back. It’s a great pleasure to be back with all these e-comm stars and I’ll tell you one thing, I don’t want to focus so much on the Google Analytics side or on the technical side. It’s a great opportunity for you to be in a room
where you can have people that are doing much better than you and you can learn many things so don’t look at us as the top experts who
know the secret sauce. Some of you might know way more stuff than we do
but you might be missing little pieces This is one of the things that I’ve seen in my business. I’ve been working with lots of businesses.
Even one-on-one, I’ll be doing webinars. I’ve been doing these masterminds in Greece.
I’ve been working with people who make way, way a lot more money than I do. I have only one talent, I can see whatever
you’re doing in your own business and I can guarantee you that all of you are
leaving so much money on the table that if you don’t pick it up, I’ll come pick it up and I’ll keep it in my pocket. I thought you were nice, Dimitris. That was supposed to be funny. I tell people that I’m funny. Anyway, all jokes aside I see hidden opportunities in Google Analytics and Google Analytics is not sexy. Do you know how much I try to make it sexy with my beard and my Greek accent and all the stuff? People cannot believe
it’s sexy but do you know what is sexy? Making money. Who’d like to make more money than you currently are doing in your own business? Can I get a “Hell Yeah” about that? Hell yeah! Hell yeah. Applause? Something? Come on, guys, we’re here on stage.
Give us some power. Alright, I know how to warm up the room.
So just to finished that I believe that I have only one talent
and my talent needs to show you how you can uncover
opportunities in your store because you’re leaving so much money on the
table and I’ll give you just one example. Who would wait 15 seconds
for a site to load? Show of hands. No one. Do you know how many stores, it takes them
15, 20, 30, 40 seconds to load and then they are currently wondering, “Why the hell am I not making any money?” Because literally 90% of the people
are not even seeing your store so if you can fix this one thing and get your average load time from 10, 15 seconds to 8, 6, 4, you’re getting people to
actually see and buy your stuff. Nice. Sounds great. I’d like to introduce our fourth all-star now. When Gretta Van Riel agreed to do this
course with me, I was over the moon. She is one of the world’s foremost experts on influencer marketing, having scaled three brands now. Three for three, I think you are, at scaling, oh
four for four, at scaling 7- or 8-figure brands using the power of influencer marketing. Your module is probably the most comprehensive course that’s available on influencer marketing, aside from everything else. Once you’ve got your analytics in place,
you’ve got your conversion rate optimised, the idea that you could then
turn around and make the correct kind of relationships with influencers
and really, really scale something is amazing. I don’t know if anyone had a chance to download Gretta’s case study that we put out where she talks about making $232,000
in a single minute when she used two-sided scarcity
with influencer marketing. It was super impressive. I want to welcome you to the stage, Gretta.
Thank you so much. Thanks, Eric. I think you basically
just took everything I was gonna say. I’m gonna have to come up with
something new now. Hi, guys. Over the last six years now, I’ve scaled four multimillion dollar e-commerce companies. I’ve also been in a unique position to speak on influencer marketing because I’ve been on both sides of the market. Building brands, working with over
5,000 influences at our brands alone from people that get 1,000 likes in a photo
to people that get 300,000 likes on a photo. An entire spectrum, from the micro to the macro. Also at the same time I’ve grown my own, well, not my own personal profile, but my
own social following on Instagram alone to over 16 million followers. That’s not all on the one profile.
That’s my combined following and it’s across about 30 different accounts, but they’re all kind of niche vertical accounts.
So basically, that led me to wanting to solve this problem that I see again
and again, which is brands that are approaching influencer marketing and
they maybe dip their toe in the water and don’t understand the next
steps to be able to make that splash. What I’ve done is I’ve created an influencer marketing platform called Hey Influencers and through that I’ve had
a unique position to be able to see thousands of influencers collaborating
with brands on a daily level to see what works, what doesn’t work, and learn how to apply that back for you guys as brands. In my modules I’m going to be discussing
campaign creation. How to go about structuring your
campaign by working from your goals backward. Reverse engineering your goals,
kind of like any good marketing campaign. Basically, a huge issue in influencer marketing is always ROI attribution and a lot of people say,
“How do you track the ROI on social media?” The ROI is quite easy to track as long as
you know what you’re actually looking for. As long as we can work out what those goals are, whether they’re increasing brand
awareness, whether they’re driving your social following, whether they’re just
sales-orientated or whether it’s just generating content, then we’re able to
apply the bright campaigns to each goal. Then in the next module I move
on to finding the right influences and how to identify the perfect influencer
as a fit for your brand. I go through the 3 Rs, which are: Reach, Relevancy and Relationships so the audience’s relationship from the influencer. And then I take you through how to find influences, both manually and using platforms. Then we go into the actual collaboration workflow and I’ll take you through the best outreach approaches, how you should structure following up,
how you can build long-term, sustainable relationships with influencers
to be almost a member of your team like a consultant. So basically,
that is what I’m covering throughout the course and it’s important
because influencers offer this unprecedented opportunity to be able to
scale brand equity faster than ever before. Influencers don’t only have their audience’s attention, they also have their audience’s trust. It’s this trust and unlocking this trust at scale that makes influencer marketing so powerful from a brand building perspective. So yeah. And it’s one of those
opportunities that’s so fresh too. There’s unbridled potential with it,
to go in there and be an innovator. Yeah. Because it is quite fresh,
it is a bit of a grey zone in marketing. I find that a lot of people don’t understand every single step but they need to be taken. Affiliates love grey zones. Yeah. I’ve read and I’ve taken so many different courses and resources on this topic. This will be the most comprehensive resource out there on this topic today. I’m covering topics that aren’t even spoken
about online. One of the huge problems that brands face as well, is
they might do every single part right and then it gets to their actual social
profile, and if their social profile isn’t optimised for conversions it’s
just not going to convert. You might do every single thing,
you might create the perfect campaign work with the perfect influencer,
the influencer posts on your brand, the follower gets across to your profile, and
you just drop the ball. You don’t know what you’re doing. So I talked about
optimising your social feeds for conversion so that you’re able to
achieve the results that you want. There’s a lot of different
things to look out for. I just kept discovering more and more. It
was actually very annoying. I was in my final module being like, “I’m almost done.
We’re getting there. Cool.” And then I kept being like, “Oh no, I have to have a lesson on that
and I have to have a lesson on that” and the afterthought lessons ended up being the most crucial ones because they’re not
the logical steps. They’re those hidden steps that you need to find and know about. The Invisible Architecture again. That’s a term
I’m trying to popularize. That’s fantastic. We scaled with influencers, we’ve scaled with Facebook. We wanted to go back to something Ryan Deiss said. It’s very a popular phrase and it’s something I’ve heard our next speaker talk about all the time which is, “He or she who can afford to pay the most for the customer will win.” Mohamed Ali Aguel is one of the foremost experts on paying the most
profitably for customers through conversion funnels, single product
funnels, through store optimisations. We brought Mo in to
specifically do a lesson all about how to raise AOV so that you can acquire
users at scale more easily, which we think is one of the most important
topics there is. Absolutely. Especially on how the ads are going these days, you have to increase your AOV. You have to increase your LTV, at least your first
transaction LTV day one. As Ryan Deiss said, the business that can
acquire more, spend more to acquire customers, wins. And the thing is not only about the AOV. Even the conversion rate optimisation, which not a
lot of people are talking about. That’s something that also helps a lot
with e-commerce. That’s the thing with e-commerce today is you want to be able to beat your competition. It’s literally, how I look at it is
it’s a battle between you and your competition and you have to
outbid every competitor whether it’s on Facebook, Instagram or native,
whatever you’re running traffic from. It becomes a lot easier to outbid everyone
when you have a higher AOV, when you have more margins, when you have a higher
conversion rate, and when basically you can afford to spend more than the next guy. And the thing is,
as in life, you get to choose your battles. There is the poor man battle
where you can fight the Facebook fight or you can find something that you can control,
which is your funnel. Your upsells, your downsells,
your order bonds, your conversion rates, your pages. That’s something that you can control. Something that you can track.
Something that you can work on. When you go to the algorithm and you go to all the
traffic source, especially Facebook which is the most popular among all of us, they keep on changing stuff. They keep on changing how we do ads. They
keep on changing the optimisation. You have to keep tweaking, account bans
and all of that. It’s a lot better to focus on something that you can control. Something that you can work on. Something that will make your life a lot easier
when it comes to scaling. That’s pretty much what I’m covering for the e-commerce all-stars. Very cool. Okay so we’ve now raised people’s AOV. The other most important metric is LTV. Bringing customers back to your store again and again. For this aspect we went to one of the most advanced Facebook marketers working today. He’s got some of the most impressive stories about scaling profitably with DIFF
Eyewear and PupSocks. We produced an amazing case study
where he talked about scaling to $4 million in 30 days on a $1 million spend. Nick Shackleford from Structured Social, who we brought on to teach not only LTV
but also advanced scaling methods, and he’s doing a lesson
on Facebook influencer marketing as well. Welcome, Nick. Thank you. I spend a lot of my time dealing with
8- and 9-figure brands right now. I am more on the agency
side but the benefit that I get that nobody else has access to is I’ve access
to 25 brands with AOV’s from $35 to $600. There’s no way that you’re gonna be able to learn quicker than me because I just spend much more than money than you.
With that even being said, I’m able to kind of speak on all realms of
leveraging influencers at what aspect of your funnel, how you’re segmenting from
prospect to remarketing to reengagement, at what point you need to be sending the
same offer back to past customers, the tools that you have at your hands
nowadays, especially when you can sell to anybody in the world. It’s so important to be maximising your best customers that you have in your funnel. We all understand how important email is
to sending an existing offer to them but that same exact strategy of re-introducing it on Facebook is
something that’s not leveraged as much. So when you focus on acquiring,
everybody loves to post a good screenshot. I know I’m in all the groups mentioned above
I’ve never seen so many million-dollar screenshots and it’s all
on cold acquisition traffic. If you just shift a little bit of that mindset of “How I can retain them and increase my repeat purchase rate or my frequency of purchases” that’s where a lot of your money comes from. Because as everybody knows, why you’re probably here is because everything’s getting much more expensive. Nothing’s gonna get cheaper when you’re trying to acquire a customer and a customer that converts on your site, someone who’s already paid once for your brand, is more likely to repurchase
9 times versus acquiring a new customer That’s where my entire course is focused upon. LTV. How to determine what your frequency rate is. How to understand what to offer,
when to share to them and how to structure, specifically, because
if you’re repaying to hit someone that you’ve already spent on to acquire,
you need to be able to do it at the right margin. Now, another topic you mentioned
you’re doing a little module for, I’ll just say it so you’ll definitely include it,
I know it’s there, is branding is such a huge
thing for people right now. Knowing when to build a brand. How to build a brand. Now you started your game working with Pepsi and Apple,
working with some of the world’s most established brands, and now
you’re working more on high-performance new brands, but
that power of building a brand is something that’s absolutely essential
and something you’re well-qualified to speak about. Definitely. You touched upon it. I started in the media-buying game on the
brand agency awareness site which was Apple’s first digital adswords. We were
basically re-purposing what was being ran on TV. I was a part of the iPhone 7
launch, part of the iPad Pro launch and I realise, I’m not impacting top-line or bottom line revenue ever. I dove really hard. How many people here remember fidget spinners? When it was big, like either your kids, you or
you have ADD and you still have one. There’s probably some swag out there.
There’s probably some fidget swag out there. So the first offer that I really went big with
was fidget spinners. This was before I knew what Chinese New Year was. Definitely ruined. I couldn’t ship it.
From that it moved into scaling PupSocks, like the case study which was
about a 1 million spend at a forex. That was just on Facebook, site-wide and 30 days of just under 10 million. Scale is relative to the business and where you
are so me being able to spend time with different entrepreneurs and understand
what they truly need to scale to find success is where I spend a lot of
my time. Building that brand equity. You’re not gonna have to rely on
that first purchase acquisition where then you can start
recycling through the specific differences of offers.

1 Comment

  • Reply Manav Singh August 12, 2019 at 2:36 pm

    "The Business That Can Spend The Most To Acquire A Customer—Wins", Ryan Deiss didn't say that. It's from Dan Kennedy.

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