EP 96: eCommerce Marketing Strategies with American Outdoor Brands’ Jonathan Steffens
In Episode 96 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Facebook’s new tool for small to businesses and creators to conduct and host paid online events through Facebook. The Online Event tool is free for the first year. Facebook is launching this to aid SMBs during the pandemic since the majority of Facebook’s revenue comes from smaller brands. This could be a game-changer if Facebook executes it correctly. Jon and Tyler agree that when there’s a new feature available within a strong platform like Facebook, marketing leaders should test it and see how it works; it may turn out to be something incredibly profitable.
Next, Tyler introduces Jonathan Steffens, eCommerce Manager at American Outdoor Brands. Jonathan explains his role at American Outdoor Brands and the unique circumstances that come with housing eighteen different brands. Drawing on his experience in eCommerce, Jonathan explains his approach to attribution modeling, selling products that are challenging to advertise—such as firearm accessories and tools—and managing multiple re-platforming projects at once. He also covers the current trends in eCommerce and the new opportunities for eCommerce marketing leaders during the COVID-19 pandemic. Ultimately, Jonathan advises marketing leaders to constantly be innovating while focusing on one process, technique, or method at a time.
Join Tyler, Jon, and Jonathan for more information on effective eCommerce management and marketing challenging products.
Timestamps
00:00 - Intro
01:41 - What’s in the News | Facebook’s New Online Event Tool
05:37 - Featured Guest | Jonathan Steffens
06:39 - Jonathan’s Role at American Outdoor Brands
10:04 - Jonathan’s Approach to Attribution Modeling
14:42 - Trends in eCommerce During the COVID-19 Pandemic
17:19 - Differences Between eCommerce Platforms
21:13 - Handling Site Redesigns
24:30 - eCommerce Site Launch Pitfalls to Avoid
29:47 - The Causes of eCommerce Projects Going Over Time and Budget
36:09 - Biggest Opportunity for eCommerce Brands Right Now
37:52 - Jonathan’s Key Takeaway
40:28 - Outro
What's In the News
EP 95: Marketing a Telehealth Brand During a Pandemic
In Episode 95 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss how Microsoft is continuing to pursue the purchase of TikTok. Due to security concerns, TikTok is facing a ban in the United States if its parent company, ByteDance, doesn't liquidate to an American firm. Not only would this impact ByteDance, the parent company of TikTok, but also the companies who have invested their marketing in TikTok. Jon and Tyler agree that marketing leaders must invest in owned channels like email and SMS no matter how tempting it can be to go all-in on shiny objects like TikTok.
Next, Tyler introduces Babak Movassaghi, the CEO of InfiniteMD, and Amanda Wood, the Vice President of Marketing Strategy and Communications for InfiniteMD. Babak discusses the role InfiniteMD plays in the Telehealth industry before Amanda describes InfiniteMD’s marketing strategy by honing its brand and message through its existing channels. Amanda and Babak then emphasize on the importance of building trust with existing and potential customers and how to achieve such trust. They also explain the positive impact COVID-19 has brought upon not just InfiniteMD’s business in general, but also its marketing strategy. Overall, Babak and Amanda advise marketing leaders to lead with empathy and to be authentic.
Join Tyler, Jon, Babak, and Amanda for more on strategic marketing and building trust with existing and potential customers.
Timestamps
00:00 - Intro
01:15 - What’s in the News | Microsoft Pursues Purchase of TikTok
11:30 - Featured Guests | Babak Movassaghi, InfiniteMD and Amanda Wood, InfiniteMD
12:22 - InfiniteMD’s Marketing Strategy
16:20 - Building Trust with Customers
19:21 - The Impact of COVID-19 on InfiniteMD
21:40 - InfiniteMD’s Customer Acquisition Channels
23:31 - InfiniteMD’s Biggest Marketing Challenge
24:54 - Disruptions in the Telehealth Industry
26:38 - Measuring ROI in Marketing
29:23 - What’s on the Horizon for InfiniteMD
32:04 - Amanda’s and Babak’s KeyTakeaways
34:00 - Outro
Amanda LinkedIn
What's In the News
EP 94: The BigCommerce IPO and other eCommerce Trends