Digital Transformations with eCommerce

Digital transformation with ecommerce

Digital Transformations with eCommerce

To tackle eCommerce sales is a sport of its own. Not everyone has the skills and talents to work for increasing human capital. So to understand this phenomenon we had an imminent guest today.  

 

In this week’s Manufacturing Ecommerce Success Series, we had the infamous and our very own, Jeffry Graham. Jeffry is the Principal Ecommerce Consultant at Denver Consulting firm. He has been in this eCommerce sales business since 2005 when he first created and sold his tech company. Since then Jeffry is in this line of work.

 

The conversation of this episode started with Jeffry sharing a little about his childhood. He shared how he was into motocross for quite a few years of his life and got into sales in around 2000. This is also when he wrote his first website.

 

Jeffry then talked about what to do if a company wants to transition towards eCommerce manufacturing and increase human capital. In order to do this, he said that companies first need to see where they stand and what is their manufacturing. They also need to see if their company can stand that transition towards eCommerce. Another important task here is to know how to realign your employees for better human capital.

 

When companies are ready to do so, they will be able to transit fairly.

 

Further, Jeffry talked about various aspects of Google. How PageRank, SEO, and Domain Authority works. Jeffry also said that when you’re developing SEO complied content, you get too deep into it because you know too much about the product.

 

However, to truly create such content you need to get out of that knowledge and see what you would want as a customer. Then you search on the web and focus on what different sites show. All these techniques boost sales and therefore optimize human capital as well.

 

He also discussed cross-pollination on the web, cross-links, and the importance of backlinks. The more of these things your website has, the more you will get customers. After this, Jeffry advised that you can get your traffic on the web by buying it. But you can also get it organically and that is the right way to create human capital. It may take some time but is worth the wait.

 

The conversation ended with Jeffry discussing his work contacts and some other engaging aspects.

 

Thanks to Jeffry for sharing his time and knowledge.  If you want to see the entire conversation, just click the link below.

 

 

 

Our Guest:

 

       Jeffry Graham

 

Jeffry GrahamJeffry Graham is currently the Principal Ecommerce Consultant at Denver Consulting firm. He was also one of the co-founders of Exit Your Way

Early in his 20’s as a professional motocross racer and freestyle rider, Jeffery faced an accident after which forced him to give up motocross. This accident is what led him toward sales.

Jeffry wen ton to build the sales engine of a multi state law firm, a specialized mount manufacturing company, and then various other companies in his consulting company HowIsSell.

Jeffry built and sold his first tech-based company in 2011.

Jeffry has helped his clients generate over $400 plus million in sales growth. Jeffry is very passionate about sales and e-commerce.

 

 

About Exit Your Way®

 

Exit Your Way® provides a structured process and skilled resources to grow business value and allow business owners to leave with 2X+ more money when they are ready.

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Digital Transformations with eCommerce

Transcript

39:54

SUMMARY KEYWORDS

google, people, e commerce, google search console, website, shopify, domain authority, product, listing, seo, cart, jeff, sell, business, cosmetics, run, important, shopping, page, veera

SPEAKERS

Damon Pistulka, Curt Anderson, Jeffry Graham

 

Damon Pistulka  00:04

Alright guys, let’s go ahead.

 

Curt Anderson  00:08

Let’s do it. Well hey, Happy Friday. Welcome everybody. We are absolutely honored thrilled. Thank you, Damon, our host with the most from exit your way. So Exit YOur Way and B2b Tail host this meeting every Friday 130 Eastern and 1030. Pacific. For those of you online, please, please use the chat box you can throw in your LinkedIn profile we connect with each other. So it is my My name is Curt Anderson, ith b2b tail from b2b tail Kurt Anderson from b2b sale. So e commerce

 

Damon Pistulka  00:37

sponsor offers that

 

Curt Anderson  00:41

Thank you, Damon, other credit food so yeah, it is I’m just I’m just so excited. Man, I am just so thrilled and excited What an honor and privilege to introduce you guys, our speaker today. None other than Jeffrey Graham.

And, you know, of course, why won’t he this gentleman was a professional motocross racer, through his youth super competitive, great, what was the Allstate great football player took that competitive edge brought in an entrepreneurship or just having a great conversation, this incredible run that he had at Brandman, which is, you know, he can talk about that 300% growth that he experienced. He’s an e commerce guru. So I’m gonna quit at that. Jeffrey, thank you for taking your time today. We can’t wait to hear what you’re talking about. Take it from there, buddy.

 

Jeffry Graham  01:28

Yeah, thanks for having me excited to be here. Excited to kind of see where the conversation goes and what you know, ultimately, we want to accomplish out of, you know, this, this, you know, chat or conversation or whatever we want to call it these days. You know, I understand that we’re talking a bit about e commerce. So a little bit about my background is, you know, I’ve been a sales my most of my career after my motorcross career.

And I love selling I’ve it’s been something I’ve been an extremely passionate about through my whole career. And I got into e commerce and into selling online, all the way back into 2005. I actually sold my first website, back then. So it’s, it’s been a bit of time. I wrote my first website in 2000, round 2000 2001. And, you know, had been in and out of sass based environments, e commerce worked in a lot of different fields, from legal to manufacturing, heavily at a lot of clients in the last seven years in manufacturing, specifically.

And yeah, so I’m excited to talk a little bit more about e commerce a little bit more about helping folks get get where they want to go and accomplish what they want to accomplish. I typically work within companies that are experiencing hyper growth. So it’s not uncommon for me to be working with companies are doing 25% growth year over year, a million a month in growth or 234 million a year and growth. So I’m excited to talk to you guys all and and field questions and whatever, you know, wherever the, wherever it takes us, we’ll let it go and kind of be natural about it. Yeah, so I guess how do we want to frame it? Or what do we want to start with? You think?

 

Curt Anderson  03:17

Let’s see. I’ll pop back in here. So, you know, guys, you know, as we’ve been Veera gene, everybody had time. Val, thanks for coming, Winnie. You know, feel free to chime in any questions in the chat box, please do make this vibrant. So we’ve got we’ve got a consultant we tell this for manufacturers. So we have Val which she works with a great manufacturer, manufacturer Veera is, um, she is a cosmetics company.

So just to kind of kick things off, let’s talk like See, see, you’ve got a company that’s established, been around for a long time, so not a startup, and they want to tip their tone they want to jump in e commerce, Jeff, like we’re what’s the starting point? How do you take them through that process? Shopping Cart selection, and then how do you go from there?

 

Jeffry Graham  04:03

Yeah, yeah, that’s, uh, you know, right now, especially with COVID. And what we’re dealing with, we’re having a lot of that transformation happening. And it’s, it’s pretty aggressive. So there’s a lot of things that I think that I can help with, in the sense of what not to do more than what to do because there’s a lot of two dues out there, I think that are important, but there’s a lot of things not to do. When you look at transitioning from a company that’s manufacturing or sold manufacturing. And you’ve sold through multi channel, let’s say it’s retail or you’re selling your distribution or something along those lines.

When you move to an e commerce strategy, you have to be thinking about the way that your company is built and set up and if it’s capable of making that transition, okay, there’s gonna be some major things that happen within a team environment that are going to have problems right so you know, one thing is if you have employees and a substantial amount of employees you’re going to have a lot of fear fear of change is a big thing. And so you’re gonna have internal fears there right so awaited, what do you mean I’m in charge of distribution and here we are gonna go after e commerce.

So realigning your team is going to be a big, big beginning point, a lot of people are going to jump right in, like, I’m going to build a website and I’m going to throw products up and we’re going to sell. Now, you know, there’s a little bit more foundational effort that needs to go into play, it needs to be built out. In addition to that, it’s, you have to understand how you’re going to sell a present your products where you’re going to sell them present those products, and every company’s different everything from like a cosmetic company, like you mentioned earlier, all the way to, let’s just say a company that makes, you know, shocks for car.

You know, though the strategies within each of those is going to be different. But really aligning your team, to your new strategy of pivoting towards e commerce or a stronger e commerce strategy is going to be important, both for morale, and then also execution. The other thing is cross training, like, a lot of people are going to miss the cross training component here, right, you have someone that’s been in a role, long time, they know that role, and then they have to learn something different, that there is no pool in the world that you can go and pull econ people from. There’s no college that pumps out e commerce students, there’s no, the way that you learn this game.

And the way that you become successful in selling online, in the hundreds of millions to billions, is by doing it. And by doing it a lot. And by trying lots of things. And we’ll go through and I’m sure we’ll jump into some of the basics here. But you know, I think lining those things up are important and then leveraging, you know, people that you know, in your network, right, I mean, like, like, we’re having a conversation today, you know, leverage insiders, people that are successful in this space, people that have been successful in this space, have no problem sharing that information, you know, I’ll be in for free for a period, right.

But we have to make a living as well. And, and, and really understand as a CEO, or a consultant or someone that helps companies that you have to understand their business strategy is now changing that now we’re going to change drastically. People think ecommerce is going to be easier, they think it’s going to be less headache, they think it’s going to be a simple opposite, is probably one of the tougher business models I’ll be at they are very successful, and you make a lot profit, and a lot of success comes from it. But they’re complex, you have everything from orders in processing, shipping, you know, returns you have, you know, there’s so many pieces to this puzzle.

And, you know, we’ll touch on the important ones. But I think starting there is, is where people fail a lot is aligning the team, right and building. And that doesn’t necessarily have to be internal team, you can have consultants help interim Li, you can have transitional folks, you can, you can do that you can do it a lot of different ways. But getting everyone on the same page that your business model is going to change. And or you’re going to add a whole new division that you didn’t have before.

 

Curt Anderson  07:52

Right? We’re going so like for smaller companies say. So you line yourself up with a web designer, you know, somebody that’s rock solid on e commerce, whether they go with WooCommerce or Shopify, big commerce, whatever selection they go with, they put up their website. You know, now, it’s like buying that brand new treadmill, and you’re sitting there looking at it. Now what do you do? So how do you walk your clients through that next phase of Okay, you’ve got the buy in, get, you know, lined yourself with a good web provider. Now the party starts how do you take that next?

 

Jeffry Graham  08:26

Yeah, that’s a good one. So So, in, in e commerce, we have websites. And then we have we have website platforms. And then we have carts as well, we, I guess, people that do it every day, call it a website platform might be WordPress, might be, you know, HTML coded. It might be a Shopify, Shopify both is a website and a cart. The difference is is a website is what is presenting a product or showing a product a cart is what is transacting a product. So so you have a website and a cart.

So those two things are different. So if you have WordPress, you built your website on WordPress, you could have WooCommerce cart, you could have a big commerce cart, you could have, you know, there are different cards that you can attach and plugins to work with WordPress. Now if you’re in a Shopify, you’re strictly e commerce play, right? Because Shopify has both website front, but it is cart based. So understanding the needs of your business is going to allow you to help decide what carts are now, carts like Shopify, or website platforms like Shopify WordPress, there’s going to be functionality limitations.

The largest most functional is going to be like a WordPress because you have so many plugins and third party developers that have had built had they have built monsters around allowing you to have a website nowadays that that five years ago or 10 years ago would have cost you 50 hundred to thousand dollars. Now you can build a sophisticated website with sophisticated analytics for fractional amount of money. Shopify, to me is a more all in one, it’s kind of like, you know, it’s a little easier from a user standpoint, use a little more user friendly.

You know, if you go into like big commerce and those other other folks, those are really big first good, they’re really good for scale, as you get as you get big, but Shopify has done a good job. I’m not a Kardashian, Kylie Jenner person, but I know that she actually runs her cosmetic line through Shopify, or Squarespace one of those two, and it can handle the order volume. And before it could, so you know, millions of orders a second kind of thing. So I think developing what platform is going to depend on aesthetically how you want your site to look and then how you want your cart to function.

Shopify is going to have shipstation, Shopify is going to have a lot of the back end stuff built in already, WordPress is a little bit more developer heavy, you have to have a little more savvy, you have to be a little bit more savvy from a development standpoint, or from my understanding of a web development standpoint. But picking a cart won’t make or break your business in e commerce, if you just present things well. But it can be a little bit harder of a learning curve. Especially if you want to build a end up it also depends on volume products, too. So hopefully that made sense. Yeah,

 

Curt Anderson  11:33

I mean, that’s perfect sense. And so Okay, so again, when you reach that point, and you’re ready to move forward, what’s your you know, when you’re with a client? Are you looking at Pay Per Click? Are you looking for social? Like, what? What’s going to be like? Somebody wants to get in the game yesterday? How woody? What are you promoting it, like get the game?

 

Jeffry Graham  11:52

So when you’re when you’re building? website, ecommerce website, are you building a platform which want to sell online, you have to think of things in terms of search terminology. So a lot of people build websites around product features. A lot of people aren’t searching product features. So there’s a couple different ways, right? So if Am I selling through a channel like Amazon? Or am I selling through my website directly, if I’m selling through my website directly, there’s going to be important things I have to design and develop really well.

one’s going to be my URLs, my product listings, my URLs in general, which means in and hopefully everyone here, I think knows what a URL is. In addition to that, you’re going to have your meta titles have to be have to be written in search terminology, less less like if you’re on Amazon, where it’s more about product features. Because when you’re selling a product online, and you’re using Google or Bing as your as your ability to be visible, the they’re looking for search terms, and people are typing in search keywords and search terminology.

So you have to, you know, understand what keywords you are wanting to be found from Are you are you going to be selling your products on a local level? Or is this a national play? Or is it an international play, so image keywords, image tags, all of your title tags, all of your meta tags, all of those things have to be embedded in your descriptions of your product listings, in the product listings, into the page listings, and those all funnel through, and it won’t happen overnight. You’re not going to get organic traffic this quick, it’s gonna take time.

But if you build it right, it will happen over time, and it will grow quickly. You know, everything from understanding what keyword content you really want to put into your listings and how you write your listings is going to make or break your sales online, both from even if you are going to go into PPC and you’re going to run Google Shopping campaigns. Google shoppings, can’t Google Shopping is pulling data from your website. It’s pulling data from your cart, and it’s presenting that data. They’re not rewriting your data. So how you wrote your data.

You know, good information is good information out bad information in bad information out. So really understanding how to write a listing a product listing really understanding how to write a website page is going to help you not as not only do it yourself, but also as a leader be able to understand that the person you’ve hired, your web guy or your your your e commerce expert is really, you can also manage that they’re not full of it. Right. Other things is put in your tools to measure Google Search Console. Probably a lot of people don’t even know that Google Search Console is.

But if you’re not, don’t have your website plugged into Google Search Console, you got problems, Bing Webmaster Tools. Bing is 30% of search on the internet. So you’re gonna capture some some good opportunities, especially in generations where they’re not downloading chrome and fire Firefox there just using Internet Explorer or edge. And that Microsoft is making a huge effort there with edge. And it’s actually pretty impressive over the last three weeks or month ish.

I think Chrome is going to have some, some changes there. And then I would look at things like your sem search engine marketing, your SEO, obviously, we talked a bit about that. And then and then domain authority, right? So. So a lot of times people are like, man, I have listings, I’m putting my stuff everywhere. Well, domain authority is important. That’s why if you googled your own name, your LinkedIn profile is probably going to come up first.

Because LinkedIn has huge domain authority. Amazon has huge domain authority. Google, of course, you know, is a search engine. So that doesn’t matter. But Walmart has big domain authority. So if you’re on these sites, and you’re listed and your products are there, you’re likely to be seen because their domain authority is going to carry you to the top of Google search algorithms as well as Bing. So wow, you know, there’s a lot, there’s a lot there. There’s a lot there. So

 

Curt Anderson  16:05

I’m glad. So kind of beg to questions. And we again, we’ve got Veera on the call today who has a cosmetics company. So I wanted, I thought you’d touch on two great points. So Google Search counsel, I’d love for you to elaborate a little bit on Google Search counsel. And since I’m getting older and losing my memory, the second question, while I’m thinking of it, I’d love for you to touch a little bit on Google Shopping.

So say, for example, someone like Veera, who has the cosmetic company. Well, first part, could you elaborate on just explain to everybody what Google Search Console is what you’re looking for why it’s so important. And then the next question, I’d like to jump in that Google Shopping, and just see if that would be applicable for someone like Veera?

 

Jeffry Graham  16:43

Yeah. So Google. So there’s three pieces of Google, right. So you have essentially a Google search console, which now Google Search Console is going to measure your performance over time, it’s going to measure your impression rates, center, measure how many pages you have indexed, those kind of things are going to happen in Search Console. Search Console, also, then it’s going to connect to analytics analytics is embedded on your site, just like search console is through a header tag, or some kind of copy header tag in and boom, it’s there.

The difference between the two is analytics is going to tell you what’s happening on your website, Google Search Console is going to help tell you what’s happening on Google. So those are the two distinctive differences there. And then Bing Webmaster Tools, is the same as Google Search Console, essentially. So if you made a Google search console page, implemented your domain, put all your put what they call property, your property in there, you could then link it to your bank, and it will just auto populate your bank.

So you don’t really have to, like rebuild it for Bing, you just have to have it built out. And then from there, you have Google Merchant Center Merchant Center, is what you would build a Google Shopping campaign through Merchant Center is where Google’s grabbing the data, it would need to present in a Google Shopping scenario. So if you looked up a product and click shopping on the tabs in Google, that shopping listing is coming out of Merchant Center. But the ad delivery system is Google ads. So kind of complicated thing. And you know why it’s complicated? Because Google was made by developers. And developers complicate everything. So they right?

They made it way too complicated, right? I mean, we could have just had one thing, and it would have done off for the most important, you know, we could have done it that way. But we don’t like to do it like that. They’ve tried to make classic view go away, you know, what developer view go away. And now they’re doing this new one, the new view sucks. Anyways, they overcomplicated everything, because that’s what they do. Because it’s developers. And so don’t get discouraged by that. Understand, it is complicated, even for people that are very experienced in that.

But ads are what you would manage your ads, how much spend, you’re using merchant centers, what you manage in your listings. So Search Console, tells you how you’re doing and Google Search total. And analytics tells you how people are doing on your website. So those are the four things that are going to kind of, you know, circulate the Google world that we live in. And then and then you have and then you have Google My Business, which is the local level listing piece. And that’s, you know, where you’re building your local presence.

Like if you have a local business and you want to sell just in Denver, you just want to sell in Seattle, well, then then the building out that’s going to be important. And we’re obviously not even talking about social media at this point. But Bing is going to run a similar way. But if I was running Google, if I had a product company, a manufacturing company, the first paid ads I’m running is going to be a Google short Google Shopping ads all day every day. Okay? Because Google and run a smart shopping campaign. There’s a difference Difference between smart shopping and your own generated campaign, smart shopping.

They have really smart algorithms that Google uses in order to get your products in front of people. And but remember that date is coming from your cart, you know, because you’re linking your cart to Merchant Center, which then says yes, we like Google likes and approves this ad, or the design of this product and bad words, no punctuation, no problems. And then you get going to Google ads, and you get to go, I want to spend 100 bucks a day, and see how many impressions clicks and conversions we get. I typically like to see my Google Shopping rates, bold, 15% or below spend. So if I spent, you know, let’s say I spent $15, I would hope to make 100.

 

Curt Anderson  20:53

Good, good, healthy return. So man, you just you just, you just summed up Google in five minutes, Dude, that was just sorry.

 

Jeffry Graham  20:59

I mean, it’s complicated mess anyways, but I tried to make it simple. No,

 

Curt Anderson  21:06

I thought you did a phenomenal job. And so you know, it’s we’re engaging with everybody on the call today. And I encourage if anybody has any questions, or did that make sense to everyone. So just kind of recap, there’s a lot of good, you know, bottom line, you might get involved with Google, as far as analytics, you want the Google Search Console.

If you are spending money on Google ads, you’ve got Google ads. And as Jeff was recommending Google Shopping, so as we’re kind of winding things down, first off, if anybody at any time on any week, if anybody has a question pop in the question box, demon can pull you up on stage, if you want to have a one on one here with Jeff, and talk about your business, we could kind of get into that. So you know, don’t be afraid. Don’t be shy. I’ve got one thing here. And this is this is because I know Jeff and I’ve done this before the clients when when you start out, your SEO is not going to drive any traffic to your site. I mean, you might get some but it’s going to be light.

 

Damon Pistulka  22:02

And and correct me if I’m wrong, Jeff, but you pretty much have to start out with pay per click. If you want people to start hitting your site, like yeah, week. Yeah.

 

Jeffry Graham  22:13

Yeah, you know, don’t be confused by Google. If you spend money with Google, they like you more. Mm hmm. So great. I hate to break it to you. But they’re not in the business of being generous, especially with SEO, and they’re not the business of giving you traffic. No, I mean, if you pay for traffic, I guarantee my SEO is gonna get better, too. And some professionals out there, you know, some SEO gurus were would comment would say that’s a contradiction. I would say that that isn’t the case. I would say that of all the e commerce companies that I’ve grown and ran PPC campaigns, I’ve had a lot more success, SEO wise. And it’s very hard and very rare.

And there’s a lot that goes into what they call PageRank. PageRank was designed by Larry Page, Larry Page is the founder of Google, he was co founder with Sergey Brin. Guess what PageRank uses really key metrics. Domain Authority means how much authority my domain carries. They look at things like big big one is how old the domain is online. Yep. So if your domains three months old, I hate to say you’re not going to be blown out the park and SEO, domain domain time on site called time on site, how long your site’s been up is going to help your domain authority.

Domain Authority goes in SEO. It’s a very important part backlinks, how many people are linking to your website, how many? How many cross links how much how much cross pollination through channel, you have all those things in a big hodgepodge is how you end up be successful on Google Damon is absolutely correct. If you spend money to get you’re going to spend money to get traffic right away, versus I’m going to wait and try to get it organically. You could be waiting three years, you could be waiting a year, if you’re good. But But typically, it’s going to run in a three month or quarterly cycle.

It takes about two to three months for the work you did today to really pay off on Google and through their algorithms. And now they recently stopped you from force indexing, which this might be a little bit too far out of bounds with who we’re what we’re talking about. But before when you make a page changes, or SEO changes to your website, you could request an index from Google and Google Search Console, which we talked about. Yeah, well guess what, they took that feature away because they’re working on it.

Now they’re not working on it. They basically are gonna just have their bots crawl now versus so and that’s a huge change. And that sucks and I’m upset about it because it’s a bummer because when I make a nice SEO change, and we we we have really have done a good job on making that page. Perfect. And I want to request a new index. It goes, nope, we’re fixing it for indefinitely. And that’s a shame. But those are the things you’re up against your you know, you got to pay to play in the Google game now. Yeah.

 

Curt Anderson  25:17

And the nice thing on our call, we are blessed with Michael Connor, who’s a SEO guru. And so for everybody out there, please. Mike has a service professionals network, great website, great opportunity to put your posts, create a profile and put your business get a nice quality backlink is Jeff subscribing. So definitely do a shout out Mike, even if you want to throw a link in the chat box, so everybody could come over to the service professionals network.

So Jeff, as we wrap up, you know, again, guys, Jeff has had just as one he’s a young man, he’s had a great career Early on, what are like when you’ve gotten into let’s dream a little bit? Okay, like Netflix, when you’ve had some of that explosive growth? Okay. Can you know, and we only have a couple minutes left, but how what, what was? What was like really resonating for you? What did you feel like you’re really hitting homeruns at what was in just tell us a little bit of like, let’s get on the other side? What does that explosive growth look like?

 

Jeffry Graham  26:16

So, um, you know, there’s, there’s, of course, class ceilings and things that you hit, you know, walls where you growing so fast, you then have to rebuild infrastructures. But we won’t go into that. I think the thing that happens most is people aren’t testing enough. And I don’t think people are trying things enough. I think that you do one thing, and I got that work, you have to understand i i on the fastest growing companies I’ve ever helped establish, you know, insane amount of growth million a month, you know, just boom, boom, boom, month over month for 20 months straight.

That all came from just beating and testing, beating and testing and changing and adapting and evolving. And thinking of my UX. You’re gonna hear a lot of UX UI, it’s technical top UX is just means user experience, UI, you know, it all it means is how am I creating an engagement with a potential customer.

So that takes testing and it takes changing things up all the time, because, because what Kurt likes today might not like tomorrow. And he customers, David Knight not be tomorrow. So I have to be changing, evolving. And you have to evolve ahead. So fast, that it’s a day to day thing it is in a week to week, month to month thing. I mean, we’re making changes on the fly, we’re making changes quickly. We don’t we don’t waste any time. And you’re going hard. And sometimes you’re going to hit just homeruns out the park.

And then sometimes you’re striking out our pitch and you’re snapping bats over your knees, right? But at the end of the day, if you test enough, you, you implement enough you are you learn and you educate yourself and you don’t get fooled by the bullshit that’s out there about I can get you on the first page of Google. No one can get you on the first page of Google but Google, so stop believing that baloney. You know, that’s the one they want to end with for everybody here. It’s a joke. A lot. It’s a fucking fabrication. Sorry for my for my French, but I get so sick of people trying to sell that crap. Because it’s not true.

 

Damon Pistulka  28:25

Right? And they’re not.

 

Jeffry Graham  28:27

They’re not they’re not this chairman and executive of Google, you don’t get to make that decision. So don’t tell people you’re gonna do that. for them. It’s a lie. No, you’ll do your best right in four years, put them in a position to win. But you’re not going to be putting people on first page of Google as a story

 

Curt Anderson  28:43

in for our friends in New York I was for and I’m an older guy I always give the Reggie Jackson example for a sold baseball fan struck out 2600 times 2600 times yet I’m still a Hall of Famer, you know so you got you know, to be Mr. October and hit those home runs and World Series. And you just got to keep going to the plate. Keep going to the play keep going to

 

Damon Pistulka  29:04

keep swinging. It’s a grind.

 

Jeffry Graham  29:07

Michael Jordan is Miss shots, right? I mean, you keep swinging and you’ll win but just don’t fall for the stop there’s no quick way there’s no fast and easy you know, it’s just just be weary and be diligent about you know, who you trust and and who you take, take your information from. You know, if you see a Facebook ad for me saying I’m going to get you 400% growth in two weeks, then you can feel free to come punch me in the face because I’m like ripping you off. It’s just it’s just not it’s just not it’s just a joke.

And it’s just people trying to take advantage of people that aren’t as educated and an artist skilled in this specific thing over complicating things and it is it is not that complicated, but make things presentable, make them understandable and easy to digest. Put that in front of another People and you’re gonna have sales, you’re gonna have success, it will happen.

 

Curt Anderson  30:04

And I’m glad you mentioned Google My Business. And I’ve been in for gene salon a call, she’s in Small Business Development Center advisor. So she’s dealing with all sorts of different small businesses, and who knows, you know, the different entrepreneurs that we have on the call. Um, you know, Google, my business is really I don’t know if you agree with this, Jeff. So when they close down Google Plus, I almost feel like they put a lot of that time and energy into Google My Business. And now with Google My Business, you can post blog posts, you can get those videos. Yeah, images are

 

Jeffry Graham  30:35

very seen there. Yeah. Yeah. And I know, this is probably under talked about, maybe we didn’t hit on enough. But make sure that you are labeling and tagging your images on your website, around your product. Yeah. Because people a lot of times what’s funny is people are certain people are love images. I mean, humans love pictures, Instagram, and we can get into that. But people love images. So people will search a product like like, you know, what, a lotion, and then they’ll click images, and then they’ll see this pretty lotion bottle, and then they’ll click on that. And that takes them to your website.

Again, you know, image tags can be super powerful, right? So don’t forget images and imagery videos and things like that, that that will carry a lot of weight. But you’re right hundred percent. I mean, it’s a it’s a wild west world in this game. And I think that just don’t just don’t fall for fallone. I just hate seeing it happen. Yeah, I feel bad. Like, like, people are like, Well, why don’t you go and do more of these things? And I’m like, I don’t like lying to people. Right? Sorry. And

 

Curt Anderson  31:40

I’m just not that guy. And again, we could I’m sorry, Rob, keeping everybody over. But this is we could go all day, Jeff. You’re just crushing it. Again, like for Vera, for example. So she is a cosmetics, you know, I keep referring back to her business and not to anybody else’s business. But she has a cosmetics business. We’ll see somebody has dozens, hundreds, thousands of skews. And let’s talk a second about tagging those pictures. What you know, so like, she has a cosmetics business?

 

32:07

Yeah,

 

Curt Anderson  32:08

I never cosmetics, obviously, I don’t even have any hair. So what would that mean, either. So I’m hiding. But what you’re saying is she could be tagging, like her brand name, or key words, can you just talk about that for a second on those limited? Yeah, we can take advantage of

 

Jeffry Graham  32:23

So if you think of things in terms of how you want to write, like her her listing, and also where the listings written, if the listing is written on her website, she needs to write the list the product listing in search terminology. So let’s say it’s like a facial, you know, let’s say it’s like a lotion, facial lotion, or something or a face mask that women wear. Then if I’m writing my product description on that product on my Shopify page, then I’m gonna write it in search term of what it’s what it’s going to do to my face.

Okay. So let’s think of it like I’m going to Google, you know, facial cream that gives me smoother skin. Right, and I don’t Google that. But that might be a Google that that would probably be a Google woman would type in or say something like, da da aging facial cream.

Okay. Well, that makes sense, because that’s search terminology. Now, you’re listing your product listing needs to articulate search terminology. So as you’re writing, D aging cream for my face, your product listing, your URL, your meta title, your meta description should have embedded in there, D aging cream for my for for women’s faces, or you know, have the major keywords.

And as you notice, when you do any Google search, you will see keywords in there and bold in the meta descriptions, those bold keywords are the keywords you typed in the title area in the search bar, those bold keywords, the more that those are there, the more Google thinks, Oh, this is what they want to see. So here you go. And then what happens is then you convert off of the search terminology now.

That’s if you’re looking through a Google search lens. If you’re looking through an Amazon search lens, it’s different because I’m already on a place where I can buy lotion or from facial lotion, facial cream. So I’m looking for facial cream for this age or facial cream for this collection. Or I’m looking for features more than I’m looking for facial cream. I’m no longer typing in as much about what it is going to do. I’m more typing in about the feature aspect of the product.

And that’s why if you look at a Amazon listing, it’s feature heavy, they’re always feature heavy, the good ones are they’re feature heavy and they have video. But a Shopify listing is less feature heavy, more what it’s going to do for you. So there’s some nuances and differences on how you sell on what channels you’re selling, in order to make sure you’re maximizing your exposure. And so those are just, you know, yeah, quick and easy things that you can think about differently on how you write your listings, or how you’re writing your product. In your, on your website, in your store, and your cart,

 

Curt Anderson  35:26

whatever. And I absolutely love what you’re saying. And so our folks from Queens, they just went through the persona exercise with Gretchen the other night. So they’re thinking about their personas that that you know, we call our soulmates that ideal dream customer, and I love what you’re saying, I can’t tell, maybe you’ve experienced this guy’s like how many clients have you know, we’re positive, our key word is Kleenex, we know everybody in the country types Kleenex, well, then sure enough, you find out well wait a minute, some other people call it tissues, and other.

So there’s, you know, there, it’s a great discovery to find out, oh, my goodness, there’s a whole there’s a whole key word or a whole tribe of people that are looking for my product, I just didn’t realize that they call it tissues when I thought it was Kleenex or Xerox when it was a copy or whatever. So like, digging into, like, you really need to dig into what your customer is thinking and what they’re typing as opposed to just you know, we sometimes we get so caught up in our own product, or solution. So I love I love how you’re describing

 

Jeffry Graham  36:24

your I mean, you’re totally you get you get sucked into your your over knowledgeable, you know too much. You need to you need to take yourself all the way out of your product and go, what would I do, if I was looking for this, and then start googling. And then start seeing what people are showing up, right?

And then start looking at their titles, start looking at their meta descriptions, learn from your competition, or learn from people you want to compete with. There’s nothing wrong with that. That is that is the game we play. And and ultimately, it’s going to help educate you to what is what is attractive to Google. And remember, Google’s job is one thing that’s to give the best result for your search possible.

 

Damon Pistulka  37:09

Amen. God, that’s a big job and make money doing it.

 

Curt Anderson  37:15

And make a ton of Yeah,

 

Jeffry Graham  37:16

they make money doing it because they charge bola ads. It used to be three ads per page. Now it’s like 10.

 

Curt Anderson  37:24

euro XP put her her website in the chat box there. So it’s a very, very more cosmetics. And if I’m not mistaken, I think girl was actually in a soap opera. I think she’s I think we have a celebrity on the show today. Oh, dang. Yeah, it’s cool. Yeah. So anyway, I guys, I know. We could talk all day, and I hope this is productive, constructive wicked, we’re going we

 

Jeffry Graham  37:44

should do well, we’ll probably do something where maybe we can get into like, hey, just how to run PPC. Yeah. And the weeds a little bit, but I hope that some of this stuff was it was helpful to everyone and, and, you know, some truth bombs in there. But But overall, I think, you know, we covered a fair amount in the short amount of time.

 

Damon Pistulka  38:03

Yeah. So yeah, I mean, hoping there’s definitely topics here. I mean, we could spend a spend a day on just listing writing, because once you understand that, and how that that or like you said, he integrating keywords into that the imagery and the whole nine yards is there. There are so many topics here that don’t overcomplicate it for people. But you also need to know where you’re going to sell and how you’re going to sell it. And it’s no different than walking out on the street and go on. I’m going to sell this today. You got to get to get get it right. So yeah, exactly.

 

Curt Anderson  38:37

And Jeff, if you’ve got a couple minutes, so what we’re going to do, guys, we’re going to go back to the tables, Jeff will be there. So if this is how many if any of you got a table, Gillo one on one with Jeff and sure You bet.

 

Damon Pistulka  38:50

Yeah. So for all of you listen on LinkedIn live. Thanks for joining us here on the manufacturing ecommerce Success Series. We’ll be back again next Friday with who Kurt?

 

Curt Anderson  39:02

Next week we are you guys sitting down? Are you ready? Jeff? Give me a drumroll. I wrote Bowman within the house next Friday. The link Guru is going to be next Friday like me

 

Jeffry Graham  39:18

and I really like to fight Yeah.

 

Curt Anderson  39:22

No fight Fridays, man. It’s all peaceful.

 

Jeffry Graham  39:25

We like we got we got mad love for each other. I just we love that. We love to push.

 

Damon Pistulka  39:28

Yeah, it’s awesome. It’s awesome. All right, so we’re gonna drop off on LinkedIn and and if anyone if you’re ever listening to LinkedIn, you want to drop on your email, you know, we always put the link in the in the LinkedIn live and you can get it there that way too. Thanks a lot everyone on LinkedIn.

 

Jeffry Graham  39:45

Everybody look forward to chat

 

Damon Pistulka  39:48

tables now. All right.

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