Build My Online Store Podcast

#33: E-Commerce 3.0 with Ezra Firestone from BOOM! by Cindy Joseph

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Build My Online Store Podcast

Terry Lin, eCommerce Enthusiast

Description: A show for guests to promote their eCommerce business, hear others solving similar business problems, and giving the audience valuable insights into an eCommerce operation.

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#33: E-Commerce 3.0 with Ezra Firestone from BOOM! by Cindy Joseph

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BOOM!! by Cindy Joseph provides natural skincare products for women who want to reveal their beauty with an honest and realistic approach. Former makeup artist turned supermodel, Cindy Joseph created BOOM! with longtime friend Ezra Firestone after realizing there was no pro-age cosmetic line for women. Ezra joins us this week to talk about building a community as the core foundation for future E-commerce businesses. Topics Discussed: 01:30 - How Ezra went from internet marketer to E-commerce store owner 04:00 - Story of Cindy Joseph's career as a fashion model at age 49 06:00 - Society's perception of value in men and women 07:30 - Finding a community and hitting the emotional points of a customer 10:30 - Standing above the noise in the next generation of E-Commerce 12:00 - Diversity of marketing channels for your online store 13:00 - How to build and find a community for your online store 14:30 - What is the collective experience and message of your community? 16:00 - Should you build a community or product first? 17:30 - Tweaking the message as you get feedback from the community 21:30 - E-Commerce sales as a % of all retail in the USA 24:30 - Guerrilla branding and messaging for a business 25:30 - How do you reach customers when they are not on social media 27:30 - PR and how to find a good PR agent 31:30 - Finding your community offline and becoming the leader 34:45 - The internet just makes everything more efficient 35:15 - Logistics of setting up a Meetup event with your community 36:30 - Managing contacts and people you meet at events 38:00 - Email marketing 1.0, 2.0, and 3.0 40:00 - Being in constant contact with your community 41:00 - How video marketing worked for BOOM by Cindy Joseph 42:00 - Natural-quality video blogs without fancy production values 43:30 - Converting social media traffic into sales via Facebook 45:00 - Long-term viability of community-based E-commerce businesses 46:30 - "Can It Be Made" v.s. "Should It Be Made?" 48:30 - Platform won't be the deal breaker for a business 49:00 - Conversion theory and understanding parts of the funnel 50:00 - Homepage conversion tips for an E-commerce store 52:00 - Google Analytics goal flow methodology and setup 54:00 - E-Commerce conversion analysis case study 55:00 - Should you tweak the top or bottom of the funnel? 57:00 - Importance of tracking your internal website searches and product development 59:00 - Website header and page conversion elements 60:00 - Creating scarcity with time-based discounts on your online store 61:30 - Main banners, tabbed featured products by category, and more 62:00 - Media: Pictures, welcome videos, FAQ videos, quick views 63:00 - Scarcity: Everything should be on sale, featured items, bundled deals 65:00 - Product pages: getting rid of navigation, tabbing it up, cross-sells, Q&A plugins 67:00 - "You might also like", features, benefits, security logos 70:00 - Checkout page: Congruency, progress bar, shipping calculator, guarantee, trust symbol 73:00 - Future of BOOM by Cindy Joseph and spreading the message   FREE AUDIOBOOK: Check out buildmyonlinestore.com/audible to get a free audiobook download from Audible when you sign up for a free 30-day trial. I do get a commission when you sign up, so many thanks for supporting the show! NEED HELP? If you need a consulting session to take your idea or e-commerce store to the next level, check out buildmyonlinestore.com/help to get in contact with me, or shoot me an email terry@buildmyonlinestore.com. NEED TRAINING? Interested in online eCommerce master classes about SEO, marketing, and conversions? Help choose a topic by filling out a one question survey at www.buildmyonlinestore.tv

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NMX and Nab Show, Las Vegas, April 2015