Sellerscast: E-commerce Marketing Superstitions


On February 5th, 2019 our own Andrew Maff, Director of Marketing, sat down with our own Gina Milazzo, Head of Accounts, to talk about E-Commerce Marketing Superstitions. 



Gina Milazzo:  Boo!

Andrew Maff:  Episode number 13, Sellerscast. My name is Andrew Maffettone.

Gina Milazzo:  I'm Gina Milazzo.

Andrew Maff:  Today, we are talking about E-commerce Marketing Superstitions.

Gina Milazzo:  Spooky.

Andrew Maff:  So, episode number 13, had to do a fun one. We're going to talk about common misconceptions, things that people are always worried about, so let's ... why don't you kick it off?

Gina Milazzo:  Sure. I get this question all the time. I don't go to bars a lot, but every time I do and any time anybody asks me what I do for a living and when I say I'm in digital marketing, they're like, "Oh my God. So you know how Facebook listens to my conversations and sends me all these targeted ads". Not true.

Andrew Maff:  Not true. Fun fact. There's a few things, lookalike audiences, so A, you probably look similar to people who are shopping.

Gina Milazzo:  Not literally similar, like you don't both have brown hair. You're like similar demographics, so same area, same age, same occupations, same perceived income level. You can't literally target income anymore, but it's fine.

Andrew Maff:  Correct. B, dynamic targeting. So if you visit a website that is similar, you may start getting ads for other things that are similar.

Andrew Maff:  C, you can actually target your friends. So if Gina decides she wants to go to the Bahamas, I may start to see ads for the Bahamas. And if Gina happens to mention, "Oh, we should go to the Bahamas", I go, "Oh, why? Bahamas suck", then I'm going to see it and I'm going to go, "Whoa, we were just talking about that". No, not what happened. She probably looked at something, or coincidence is a real thing.

Gina Milazzo:  Yep.

Andrew Maff:  Facebook's not listening to you, Google's not listening to you. Calm down, your life's not that interesting.

Gina Milazzo:  Human behavior, that's what [crosstalk 00:01:37].

Andrew Maff:  What else we got? Duplicate content, I know we mentioned that one. So, duplicate content. Can you get screwed for it? Yes. Should you do it? No. However, Quora, you can post pretty much the duplicate content on there. Usually, what we do is we take like half of our blog post, throw it up on there and then say, "For the rest, go here". It's not great, but I'm busy.

Gina Milazzo:  It's like a tease.

Andrew Maff:  And then Linkedin articles, Google does index both, but they're not flagging people. So, in some cases, I like to take the articles I write and put them up on my Linkedin. I think Medium might be another one. Also look at that, double check it. There's a couple out there where you can actually repurpose your blog articles and post them and not get flagged by Google. If you're looking to share your content out there, by all means, taking your blog post and duplicating it is not going to get you any more traction anywhere else. It may only help in different social networks. What else do we have?

Gina Milazzo:  Good one. There is a lot ... I'm getting a lot of questions about brand registry, if it's overrated, if there's actually all these benefits to it. In short, yes, absolutely. You definitely get better attention from Amazon, but it's also a much better way to protect your brand on Amazon.

Andrew Maff:  Yes, I agree. Honestly, just get brand registered. Don't ask.

Gina Milazzo:  Get brand registered. Just do it. Stop asking.

Andrew Maff:  Another one. So we actually ... we spoke a little bit before we did this video, because we like to just riff on them and we said we probably should mention this when we're re-doing it, anyway. Box stuffers. Box stuffers in Amazon. Everyone says it's against Amazon's TOS. Fun fact, I think it is.

Gina Milazzo:  It is. It absolutely is.

Andrew Maff:  You can still do it.

Gina Milazzo:  It's literally ... if Amazon is the bible, it's violating a commandment [crosstalk 00:03:08].

Andrew Maff:  So, so many people are going to get upset watching this and they're going to be like, "Oh my God, you can't do that. Amazon's TOS ...". Fine, don't do it. We'll do it. So, here's the thing.

Gina Milazzo:  He ... I won't, he will.

Andrew Maff:  If this chalk is your product, right? And you stick it in a box and then you put it like that and you put a stuff ... have someone put a stuffer there, that is against TOS. If I open up this box and put the stuffer at the top of the chalk and then close it, it's considered part of the product. So they can't flag you for it.

Gina Milazzo:  No one at Amazon [crosstalk 00:03:39].

Andrew Maff:  How many times have you gotten something from Amazon? Think about it. You open up the product, no one is ripping apart stuff at FBA, so you can put things inside the product and call it part of the product. Put your website on there, put your email, put your phone number, put your social media, put your mom's name. I don't care, whoever you want. You can do anything on there, but it is going to help, because you can use Amazon as a lead generator to drive traffic back to your site, so you get on the customer and make better margins, make some money.

Gina Milazzo:  Yeah, money and [inaudible 00:04:05] on some dates.

Andrew Maff:  What else we got? We had another one.

Gina Milazzo:  Superstitions ...

Andrew Maff:  Ooh! Here, we'll close with this one. Posting on social media. Posting 500 times a day does nothing.

Gina Milazzo:  Oh my God.

Andrew Maff:  If you have ... okay, if you're putting out a ton of content, so obviously, I'm a guy. I'm going to mention all the guys stuff, Bleacher Report, NFL, ESPN, all the ones, those are articles, those are things are coming out, they use it like a live feed. That makes sense, but if you're selling ... let's do chalk again. You don't have 5,000 things to say about chalk, so stop worrying about quantity and worry about the quality. If you're posting very, very often and you're not getting a lot of engagement, it's actually going to hurt you. Facebook's algorithm, if you post something and it gets great engagement, the next post is going to show to more people. If you post something that gets crappy engagement, the next one's going to show to less people. So the more content you put out, the riskier you're actually getting if you don't put out good stuff that people are engaging with.

Gina Milazzo:  Yeah, think of it like a ladder. You want to make each rung just as strong as the next one.

Andrew Maff:  I feel like there's some more superstition ones, but we love to make these short, quick and to the point. So thank you for joining us. Episode 13, that is a wrap. If you have anything you want us to talk about, any topics or anything like that, please feel free to comment below, or of course, subscribe. But if not, we will see you next week.

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