Zack Franklin: From flipping saxophones to 8 figures on Amazon. Insights about the Ecom Giant
Zack Franklin is a well-known name in the Amazon space. We already interviewed him a while ago. And he shared with our readers how he went from flipping saxophones on Amazon to building an 8 figure business.
Today, we bring you some of the insights he shared at Affiliate World Asia.
Let’s start with the main difference between Amazon and a classic e-commerce platform:
First, you don’t have a fulfilment problem. Because Amazon takes care of it.
And marketing can be easier if you deeply understand how Amazon works. Zack says that the recipe to reach 4 figures per day is: Traffic, great product listings and positive reviews. Looks very easy, huh?
And here comes the hot topic: Is it possible to get fake reviews?
Sellers, in China, pay $6-7K to attend 3-day seminars about getting reviews.But fake reviews are hard to get because Amazon is really clamping down on them.
How about reviews from friends and family to spice up your listing? Forget them! Amazon knows who your friends and family are. They have your address. Your relatives’ address. Your friends’ address. They’re not stupid. They’ll understand if you’re getting a lot of reviews from people living in your ZIP Code or neighbourhood.
What’s the solution then? Zack advises finding friends of friends of friends, in weird ZIP Codes. And have them leave feedbacks for your products.
It’s really hard to find those first couples of reviews. Another move he really recommends is Amazon’s Early Review program. It will help you get your first 5 reviews.
Second, Facebook can help you. You can run a contest to make people buy your products. And then, after a few days, hit the buyers and ask them for a review. Remember that you must give them a reason to leave you those 5 stars.
Another strategy is to combine old listings with the new ones. The old listing is usually a dead product with tons of positive reviews. These reviews can help drive up the new listing when combined together.
Reviews are magic. Going from 4.2 to 4.3 stars can double your sales.
Other suggestions? Move to Shenzhen: Here people live and breathe Amazon. And there are 200K Amazon sellers. Wherever you go, you’ll find them. It’s like going to AWA every day. And not knowing Chinese isn’t a problem here. People speak English!
Zack says that in one week you can find all the connections you need. And it’s easy to build long term business relationships.
How to find them? Here comes the “black-hat” strategy suggested by Zack: “Take the best 10 people you know, get them drunk. Get them hammered and have them talk about what it’s really like right now. And ask them to introduce you to someone that can help you.”
Those magical whisky and Amazon nights!
This way, you can find the connections you need.
The Crew’s Tip: You have to remember what happened at the meeting. So, stay sober (enough) or bring a recorder with you…
PS: The “get them drunk” thing can work in every business. Good weekend of networking!
Q4 2018 Twitter Results
This Thursday, Twitter released its Q4 earnings report. Despite being marketers least loved ad platform, it reported revenue figures that beat analyst estimates.
Though, the stocks slid by 9.8% as it reported light guidance and increased expected expenses by 20% in 2019.
- Total Revenue: $909M (Up by 24% Y/Y)
- Operating Income: $207M (Up by 88% Y/Y)
- Net Income: $255M (Up by 180% Y/Y)
- Adjusted EBITDA: $397M (Up by 29% Y/Y)
- Data Licensing and other Revenue: $117M (Up by 35% Y/Y)
- Overall: $791M (Up by 23% Y/Y)
- US: $425M (Up by 24% Y/Y)
- International: $366 (Up by 21% Y/Y)
Daily Active Users
- Overall: 126M (Up by 11M Y/Y)
- US: 27M (Up by 2M Y/Y)
- International: 99M (Up by 10M Y/Y)
Monthly Active Users
- Overall: 321M (Down by 9M Y/Y)
- US: 27M (Down by 2M Y/Y)
- International: 99M (Down by 7M Y/Y)
In 2019, Twitter is aiming at prioritizing users’ well-being over engagement with the platform. Owing to this, we may soon see a completely new layout with a lot of features being added/replaced in 2019.
“Ultimately, I want every single person that uses Twitter to not spend hours, or days, or minutes consuming content, but [instead] to be notified when there’s something that potentially they could learn from, and, to the highest degree, that they’d want to participate in a conversation around it,” says CEO Jack Dorsey.
Hmmm… Sounds like Jack should build a newsletter. The WTAFF Crew is here to advise, Jack!
Facebook moved forward with unification. Retargeting your referral traffic
Remember that post where Mark revealed his plans to merge all his messaging platforms into one? Well, he has made his first move… And moving on to some actionable advice, we talk about a step-by-step guide to retarget your referral traffic.
First Step: Messenger and Instagram to be unified for businesses
Previously, we announced that Facebook is planning to unify Messenger, WhatsApp and Instagram messaging platforms into one unified platform.
They just took their first step towards that direction: Businesses can now respond to Instagram messages over Facebook.
This might eliminate the need for businesses to move between these two platforms. Yet, for now, it will only be functional in the US and Brazil.
If you live in one of these countries and want to connect your Instagram page to your Facebook account, follow this link.
The more you know your audience, the higher your ROAS
Where does your traffic come from? Instagram? Google? It’s important to know this?
Hell yes! People that come to your website from different sources have different mindsets too.
Different ideas, expectations, needs and intentions. Different stages in the decisional process.
Therefore, when retargeting your prospects, you must hit them with different angles, right?
And to do this, first, you have to know where does your traffic is coming from.
“Knowing the referral source could allow you to create advertising that caters specifically to their needs.”
This is what Jon Loomer has to say about it. And to help you achieve a higher return on your retargeting campaigns, he created a step by step guide to creating FB Custom Audiences based on the referral source.
So you can re-target your audiences with specific creatives, copies and angles. Go here to check the guide.
Succeed with Google Shopping
Do you guys remember that Merkle’s report we shared with you a few days ago?
As an e-commerce store owner or a dropshipper, what was the key takeaway for you?
If you said Google Shopping Ads, you deserve a cookie! You’ve been a wafer so long.
Google Shopping Ads have been extremely popular with marketers selling physical products. They drove 63% of all clicks for Google in 2019. Especially over mobile devices which saw a 107% increase in impressions Y/Y.
Does that make you wanna jump on the bandwagon too? Nik Armenis, a fellow e-commerce store owner from Ecom Empires group shares the exact strategy he used to sell physical products using Shopping Ads.
Before you get started:
- Make sure you have a well-optimized store. Which means you have worked on your site speed, have a seamless buying experience, a trustworthy looking store etc.
- Write great keyword optimised titles, descriptions etc for your products. And fix up your product images.
- Set up your Google Ads and Google Merchant Centre account.
- Link your stores’ feed with Merchant Centre using the Google Shopping feed app.
- Set up conversion tracking.
It takes around 5-7 days for the product feed to get approved by Google. Meanwhile, do some research and find products that are already selling well on Amazon, eBay and other dropshipping stores using Shopping Ads.
Now that you have taken care of the above pointers, and your products feed is approved by Google, proceed with the following steps:
- Create a campaign with all the products you want to test. (Min 10 but preferably 30 products).
- Set the campaign budget between $10 – $50 a day. Use “Maximise clicks” bidding strategy.
- Set a max bid of $0.50. (bids can be increased slowly depending on the performance).
Let it run for 4 days. After your campaigns have accumulated some data, follow the steps below:
- Remove unprofitable keywords/products.
- Optimise the product pages further for products getting sales, clicks or at least lots of impressions. (Do this every day or every alternate day).
- Continue the above 2 steps and keep adding 3-5 new products to your feed.
By now, you should have found a product getting regular sales (profitably for at least 72 hours).
It’s time to create product-specific scaling campaigns.
- Use the product ID of your best products to create new campaigns using eCPC bidding strategy.
- Start with a budget of $10 per day and keep increasing the budget by the 20% every other day.
- At this stage, you can also start scaling your best product campaigns to Google Search, Display, YouTube etc.
- You might also consider scaling this product campaign on Facebook using DPA. Use a FB specific video for FB campaigns.
Keep repeating the above steps to test more products and to scale the best products.
While the strategy is definitely working for Nik and is being well received by group members, we are sure you have questions around some of these steps. Head to the post here where Nik is happy to answer any questions you might have to make Google Shopping campaigns work for you.
Location based marketing tactics
According to eMarketer, marketers will spend $26.5B in mobile location-targeted advertising in 2019.
Hence, it is important to understand the different types of location-based marketing tactics to utilize them efficiently.
Here are the four main methods of location-based marketing:
Geofencing is about reaching out to your customers based on their real-time location. As soon as your ideal customers enter your target geofenced areas, you can reach out to them and serve them location based push-notifications, text messages, ads etc.
Facebook, Instagram, Google, Snapchat provide you with location-specific geo-filters.
You can promote your location, a location-based event etc. Push notification providers, such as Urban Airship, also provide tools to support location-based alerts.
This is a simple one and we use this type of geo targeting to reach out to our audience based on the location they have visited in recent past.
This tactic is used to target the audience that visits your competitors’ location. Remember the Burger King campaign where they offered 1 cent whoppers to audiences that had their app open when they visited a McDonald’s location.
This location-based marketing tactic uses technology like beacons, NFC, AR to serve ads, alerts, content etc to your audiences’ smartphone when they are just within a few feet of a specific location.
Few points to keep in mind:
- Though these location-based marketing strategies can be highly effective, it is important to make sure that consumer privacy is always protected.
- Platforms like FB, Google and Snapchat, which offer these targeting options, always make sure that the data is anonymized to prevent individual tracking.
- When using geofencing, make sure users have opted-in to share their location with you.
- Stay away from targeting sensitive locations such as anything related to healthcare. Unless the consumer has given explicit consent for a specific use case.
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
“Let’s blow up the Moon!”
Looking back at humankind’s history, crazy and megalomaniac things have happened.
No! We are not talking about how this digital marketing magazine was born…
We are talking about the Moon. And how the United States almost blew it up during the Cold War.
The operations to drop nuclear bombs on the Moon went by the name of Project A119.
The project aimed to test some H-bombs on the Moon. Just to show some muscle to the Soviet Union. So intense, the explosions could have been witnessed from the Earth!
Well, we know that some Americans are a bit crazy about weapons and stuff. But isn’t this too much?
Fortunately, being scared of public reactions, they stopped the project. And humanity didn’t lose its main source of romanticism:
WTAFF Crew, I love you to the Moon and back! (Just a message we found in our inbox)