Hey, y’all! Welcome to a different episode of the Southern Fried eCommerce podcast! This week we’ll be discussing scorching subjects of the week with host COO Jay Brimberry, Digital Account Coordinator, Mara Lewellyn, Resolution Specialist Phil Grier, and Govt Producer Emily Faulkner. This week’s subjects embody TikTok and the ever-approaching vacation delivery deadline.
Our episode begins with a mini celebration for the Atlanta Braves profitable the World Sequence. EYStudios is situated in Atlanta and loads of our workers stay near the stadium. Jay even managed to attend just a few of the video games.
After baseball discuss, we’re briefly joined by CEO Eric who is meant to be on trip in Pigeon Forge, TN. After a fast cameo, he was promptly kicked off by Jay who inspired him to go drink some moonshine as an alternative of working whereas he was on trip.
After the CEO was shooed from the podcast, Jay put Mara on the spot and requested her what her favourite a part of eCommerce was. She responded that she loves the advertising aspect of issues and all the issues you’ll be able to market on-line vs. a bodily retailer. She additionally talked about that TikTok was a favourite avenue of hers. Phil talked about that BigCommerce lately had a webinar about TikTok for small to mid-sized eCommerce corporations. Emily watched the webinar and mentioned:
“One of many foremost causes I wished to observe [this webinar] was verticals, who they actually suppose promoting is greatest for. There was loads of actually good data that TikTok offered. So a big portion of the webinar is to say that there’s an integration with BigCommerce in TikTok. It’s very easy to combine your merchandise inside your BigCommerce retailer to TikTok. There’s now skills the place in the event you’re speaking a couple of product, you’ll be able to swipe up, the merchandise are there, and you may go on to the web site and buy.
There’s loads of nice promoting alternatives, some which might be similar to issues like Fb the place photos of the product will simply present in advertisements however there’s additionally are you aware the flexibility to advertise totally different movies that you simply guys have executed excetera.
One thing that I used to be very captivated with previous to the webinar and an enormous motive that I wished to pay attention to it’s I’m simply very nervous about all of those companies not understanding the core points of TikTok and what TikTok is. It’s a really superbly inventive platform, I imply personally I feel it’s one of many few remaining social media platforms that also feels genuine and authentic. Persons are really in a position to create content material that’s pleasant. They have been saying that individuals watch a couple of film’s size of content material on TikTok every single day. They’re one of many platforms that organically make a lot income for companies and that’s the important thing staying no less than for me: is it’s natural. It’s simply regular individuals speaking about merchandise that they actually like and it’s very simple to gravitate in the direction of that.
I’ve a concern that oversaturating the market with advertisements and simply inundating us with tons and tons of content material like that can simply damage a platform like this however really after listening to the TikTok webinar I used to be very shocked by their responses to that. They have been very adamant about creating partaking content material just like what I used to be nervous about which was nice and I additionally discovered that they showcased much less advertisements than each different social media platform and by exhibiting much less advertisements they’re really getting the next turnaround charge. I assumed that was fascinating, I cherished that, and I’m actually hoping to do a follow-up webinar so we will be taught extra about verticals, be taught extra about content material, and many others. As a result of I actually suppose in the event that they keep on with this I feel there’s rather a lot that companies can acquire from it. It’s simply actually emphasizing that authentic, distinctive content material that issues to individuals.”
Phil agreed and added that retailers ought to keep away from the obsession with virality and as an alternative give attention to rising their social media presence organically by good, recent content material.
Jay mentioned that he worries about small retailers not understanding the place to spend their cash with so many avenues for advertising. They will do e mail, weblog posts, technical search engine marketing, Fb, Youtube, TikTok, LinkedIn, Pinterest, and many others. He recommended that we dive additional into serving to small companies make these selections based mostly on verticals in a future podcast.
After our dialogue of TikTok, we jumped into the primary article of this week’s eCommerce information wrap-up: eCommerce Product Releases: November 1, 2021, from Sensible eCommerce. This week we’ll be giving the eCommerce merchandise from this checklist a yay or nay when it comes to whether or not we expect this can be a worthwhile new product.
BigCommerce launches Adverts and Listings on Google
PHIL: Yay. It’s Google; the extra integrations, the extra aligned issues are, the better it’s going to be to place feeds up in Google and handle your campaigns.
MARA: Cautious Optimism. At the very least till we see the way it performs. Since they simply launched it, let’s guarantee that there aren’t any loopy bugs which might be going to mess up your service provider heart.
EMILY: Yay. I feel that is fascinating. I like that it’s feeding immediately from BigCommerce. I feel ease of use is one thing that individuals actually gravitate towards.
Pinterest introduces “Takes” and new methods to observe, uncover and store
MARA: First half, Nay. Second half, Yay. (First half being “Takes”, second half being creator rewards.) I like that they’re offering incentive for creators however I don’t suppose it wants to copy different platforms. It has its personal factor going and now they’re doing what Twitter did with the Fleets. I don’t prefer it.
PHIL: First half, Nay. Second half, Yay. I agree with Mara. I don’t fairly perceive the “Watch” expertise with the Takes. Nonetheless, I feel investing in your ecosystem of creators is at all times a very good factor.
EMILY: Nay. I’m so bored with everybody simply copying one another. It’s basically only a social media arms race the place they’re all simply attempting to get the identical options and performance. So that you’ll solely spend time in a single place. Hear, Vine occurred and everyone cherished short-form content material. Vine died. TikTok took its place. I feel that’s truthful, I feel that’s legitimate, I feel TikTok is a very nice substitute. Albeit, I cherished Vine. RIP Vine. However YouTube does shorts, Twitter was doing its little factor that’s gone, Instagram has reels, Fb has tales, like we don’t all have to be doing the identical factor. Every of them are particular and distinctive for their very own causes. We don’t have to be copying one another. Pinterest is nice for all of their little inspirational photos. I don’t like video content material on Pinterest. I don’t personally use Pinterest however I’ve used it for advertisements and producing income for various corporations I’ve labored for and video content material doesn’t work. Stop attempting to make it occur individuals, it’s not going to occur!
Amazon launches new native promoting capabilities.
PHIL: Yay. We’ve got seen small adjustments from Amazon on this path of serving to native sellers. I imply yay completely but it surely’s additionally buy-online-pickup-in-store so prefer to some extent it’s tremendous groundbreaking for Amazon and out of character and a welcome change however then again it’s BOPIS and we’ve seen it earlier than.
MARA: Nay. I don’t suppose it’s vital for the retailers to do that. It takes 20% of their income away simply straight to Amazon when the client may go to their very own web site and go purchase from them and decide up in retailer.
EMILY: Yay. I at all times think about Amazon as a supervillain so this looks like a extremely cool factor however I’ve to suppose ‘what’s in it for you?’ And possibly it’s the rev share piece. I do know that I’ve labored for companies earlier than the place there’s not an enormous model recognition so individuals that might usually go to the shop, they didn’t learn about us. So they might discover us on Amazon and they might purchase a number of merchandise from us after which ultimately over time they’d notice ‘oh this is sort of a actual firm that does actual issues, I’ll go to their web site.’ However we generated loads of income by Amazon and I feel this can be a nice alternative for these sorts of companies.
Amazon releases free cybersecurity consciousness coaching.
PHIL: Yay. Couldn’t be completely satisfied about it. Safety is a blind spot for small companies. Something that we will do to extend service provider’s understanding of cybersecurity and their position in it’s a good factor.
EMILY: Meh. Possibly I’m lacking one thing however haven’t all of us needed to take a course on this someday over our lifetime?
MARA: Yay. I’ve labored at locations the place you suppose individuals perceive phishing and different safety dangers however no.
Fb will increase mental property safety with the discharge of Model Rights Safety.
PHIL: Yay. I’ve bought my very own opinions on Fb individually that I gained’t get into however I feel this can be a good transfer. Primarily as a result of policing in your model is admittedly tough, particularly for small companies. So any leverage that Fb can carry to bear by automated instruments. I think about they in all probability are trying on the picture for advertisements that individuals create to see if there’s parts of that picture in different advertisements created by different companies and issues like that. I feel it’s a good suggestion to attempt to do what YouTube is doing with attempting to flag movies that use copyrighted music and stuff so it is sensible, it’s a logical transfer.
EMILY: Yay. I agree with Phil 100%
MARA: Yay. I’ve simply been in that place myself and having one thing that may assist you to with that can be nice.
After wishing Phil goodbye and Jay reminding him that there’s nonetheless work to be executed as we speak, we hopped over to our subsequent article, “It’s a ho-ho-horrible delivery season for small companies too,” for Emily and Mara’s opinion.
Jay begins the dialogue by asking Mara’s opinion from a digital account supervisor’s perspective on whether or not or not she’s seen her small enterprise shoppers beginning to put together for this uncommon vacation season.
MARA: Truly, yeah, we have now been speaking about it up to now couple of calls that I’ve had lately about beginning vacation delivery the start of this month, November, and slicing off assured Christmas supply manner sooner than some other yr, even final yr.
JAY: Yeah and never simply that however one of many different issues that they’re going to must fight because it says a bit bit afterward within the article: ‘FedEx adopted within the footsteps of its rivals asserting it will Institute surcharges for peak season from October 4th by January sixteenth with a purpose to hold service ranges excessive.’ the worth. I imply I don’t know if gone are the times of free delivery however I’m telling you, I don’t suppose that they’re going to be round for too terribly for much longer, particularly not throughout vacation seasons.
EMILY: [exasperated sigh] I simply suppose it’s going to worsen earlier than it will get higher however possibly it’ll be okay in the long term.
Jay agreed and mentioned that he thinks that it’s necessary for EYStudios to offer eCommerce retailers with recommendation. He then requested Mara about what sort of recommendation she’s giving her shoppers about this vacation season.
MARA: Oh yeah, everybody appears to be a bit extra burdened these days. I’ve been telling those that they need to begin their Black Friday gross sales sooner than prior years due to delivery wait instances. So in the event that they began earlier they’ll have the ability to get it shipped in time for the vacations.
EMILY: I’m listening to loads of the identical stuff. I’m sort of attempting to provide it as a lot of a optimistic observe as I can. As a result of hey, the most effective half about transferring Black Friday early is you don’t must stress about it on precise Black Friday. Possibly you guys set your gross sales up now and let these puppies run. Spend time with your loved ones and truly simply take pleasure in the truth that you’ll be able to’t management delivery. Let it’s what it’s and simply be actually grateful that individuals are buying out of your web site. Hear on the finish of the day, if everyone has to have a later Christmas no less than we get Christmas with one another.
Jay then requested if Mara and Emily have been discussing extra buy-online, in-store pickup choices with their shoppers.
MARA: Sure, however I really feel like some smaller shoppers may not have the ability to deal with that. It may well make the day-to-day of in-store much more aggravating. Numerous them would then have restricted workers operating round taking orders in-store and fulfilling on-line orders. Numerous shoppers have a separate warehouse from their in-store one which handles on-line orders. So it may double the work of the in-store staff.
EMILY: I really like the thought of BOPIS. me and my instantaneous gratification. I feel it’s nice as a result of loads of shops actually have this discovered. I feel pre-pandemic BOPIS was actually beginning to take off so I do suppose there’s a few shoppers which have this underneath their belt. They’ve actually labored out some actually nice methods to get every thing collectively…I feel it’s meant to be a low carry for everybody. It’s simply one other avenue to get individuals the place they should go.
The third and ultimate article we’re as we speak is “What Is Stay Buying: A Information for Ecommerce Professionals” from Ecommerce Platforms.
Jay begins the dialogue by asking Mara and Emily whether or not they’ve skilled stay procuring or know what it’s about. Mara admitted to not understanding a lot about stay procuring whereas Emily mentioned she’s extra versed within the topic.
Jay recommended that this is likely to be the following step in QVC or the Residence Buying Community.
EMILY: Oh, completely. I imply we’ve actually been doing this for years. Fb was actually huge on these for some time. And other people would promote leggings and have events and so they’d put their leggings on digicam and say ‘okay who needs these leggings.’ And I feel there’s a extremely lovely evolution with it the place now it’s really gotten higher. So I feel it’s one thing that may continue to grow and I’m tremendous excited to see the place it goes.
MARA: For me, it’s one thing I’ve at all times related to MLM (multi-level advertising). So it’s often one thing I’ve steered away from. The “hey boss babe” crowd that invitations you to those stay procuring reveals. It appears to be transferring away from the MLM model although and coming into extra mainstream use now.
Jay then requested how Emily and Mara would discuss to a consumer about utilizing stay procuring.
EMILY: It’s all in regards to the branding of it. If you’d like somebody to stay promote your merchandise, you want somebody that has the persona that matches your model. I imply basically that’s why we do a podcast, we wish to showcase our model’s voice.We wish to present the individuals which you can work with every day that may make your web site higher. It’s basically the identical factor: would you like somebody at your organization that lives and breathes your model that may promote these merchandise with gusto. And also you don’t must have a John Mayer. I imply we even have a consumer of ours that does one thing like. They do it on Fb and it’s been fairly profitable. That consumer is Stylin’ On-line. They perform a little stay present. They really hyperlink to a class on their BigCommerce website which you can browse and peruse. I do know there’s loads of up to date performance, there’s totally different avenues that they might take and there’s loads of development alternatives that’s tremendous nice for them however proper now it’s doing rather well. I feel it’s nice as a result of they’ve the individuals in place that perceive what sort of merchandise are going to work. The very best half is, the particular person promoting the merchandise doesn’t even have to be the most effective presenter on the earth. You’re not on the lookout for the following [Lori Grenier], you don’t want an enormous spokesperson. You simply want somebody that individuals can join with. Simply somebody that they’ll develop into connected to can actually assist promote merchandise and make you some cash.
Jay identified that we at EYStudios want to concentrate to the totally different platforms that stay procuring is popping up on and do a very good job of guiding our shoppers to the fitting one.
With that, we wrap up the podcast by wishing Emily a beautiful four-day weekend off with a slight risk to name her simply to bother her.
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