Grow Your Business With Growth Driven Advertising On Amazon | Ryan Flannagan

Matt Edmundson

00:00:08.640 - 00:03:10.240

Well, hello and welcome to the E Commerce Podcast with me, your host, Matt Edmondson. The E Commerce Podcast is all about helping you deliver E commerce wow.

And to help us do just that, I am chatting with today's guest, Ryan Flanagan from Nuance Media about grow your business with growth driven advertising. Amazon. Yes, that is actually as sexy as it sounds. So we are going to get into that.

But before I jump into that with Ryan, let me suggest a few other e commerce podcast episodes that I think you'll enjoy listening to around this whole topic. There's five steps for success. I need to start that sentence again.

Five steps for successful Amazon branding with Drew Morgans, who's a top bloke and also understanding growth hacking for your business with Chris Raven.

You can find these and our entire archive of episodes on our website for [email protected] now this episode is brought to you by the E Commerce Cohort which is basically there to help you deliver E commerce wow to your customers.

Ryan, I'm sure you've met over the years folks who have got stuck with their e commerce website or they've got siloed into just working into one or two areas of their business and miss the big picture. Well, I was the same, exactly the same. I nearly lost my entire business as a result of it.

So the E Commerce Cohort is here to solve that particular problem. Yes, it is.

It is like it's a lightweight membership group, kind of works similar to a mastermind, but it's kind of like you get involved, you do stuff, you work together and it covers all the areas of E commerce to stop you getting siloed, stop you losing sight of the big picture. It's just a great thing to get involved with if you are involved with E commerce.

If you've got any questions or you want to know more, check out ecommerce cohort.com or you can email me mattecommercepodcast.net with any questions because I think it's definitely worth checking out if you are in e commerce. So all of that said, let's get in today's topic with Ryan, who is the CEO of Nuanced Media.

He has spent more than 15 years in e commerce, multi channel digital marketing and third party marketing places. He's worked with hundreds of companies to establish best practices focusing on the 20% that produces 80% of the revenue. The Payretto principle.

Now, Ryan is a passionate thought leader in E commerce. He has been interviewed and quoted by the who's who, BuzzFeed Modern Retail and many others.

So to crown off his whole life's work and achievements, he thought the one thing I need to do now is appear on the E Commerce podc. Ryan, thank you so much for joining us. Great that you're here, but thanks Matt.

Ryan Flannagan

00:03:10.240 - 00:03:13.440

My bucket list is now complete or will be in about a minute.

Matt Edmundson

00:03:15.600 - 00:03:28.240

That's exactly it, right? That's exactly it. Which is just fantastic. It's great that you're here now. Nuanced Media. Right? We talked about that in the bio.

Tell me about Nuance Media. What is it?

Ryan Flannagan

00:03:28.800 - 00:04:23.000

Sure. Nuanced Media is a boutique agency. We've sold hundreds of millions online for our clients.

We've been around about 12 years but really what we do that I think is a little bit different than the rest is we basically won't work with you unless we can win for you. We do analysis of anybody we bring in. We don't just bring in anybody on that.

And it's really about more value driven based and helping people be successful on the Amazon platform. And then we also help people with kind of multi channel on the Shopify side of those things.

But along with that, if we aren't the good fit for you and we're not the best fit for everybody, we actually have a referral partner group that we can refer out and find you the right fit for where you are in your business right now to help you be successful. Big fan of win wins. This life is too short not to help people win. And that's really what we focus on at Nuance Media.

Matt Edmundson

00:04:23.400 - 00:04:53.470

Fantastic. And so I like that we won't work with you if we can't win with you. I think it's a great phrase.

Have you found that the more successful you've got Nuance Media's got and you've grown, you can start to be a lot more. Choosy is the wrong phrase. But you know, you can start to say to clients actually we're going to be a good fit for you.

We're not going to be a good fit for you because you've not got that where's payroll coming from this month? Fear hanging over your head.

Ryan Flannagan

00:04:54.190 - 00:05:51.630

There's that point. But there's also in my gauge sometimes a lack of expectation setting for people, you know, everybody.

You see the YouTube ads all the time, you see the Facebook ads, somebody in a high rise talking about how they made $5 million in two weeks doing this type of thing on $5. And that's just not the reality. Right.

And you need to have real conversations with people before you engage and maybe a 50, $200,000 engagement to say, if you're going to launch this project or you're going to do this thing, this is what it's really going to cost. This is the ad spend. It's a six month timeline to get there. You need to get reviews, you need to do these things.

And we find that we have a lot more long term relationships and that's what we're really in for is long term, good relationships with people by saying those expectations and being upfront about them from the get go. And if you don't do that, you're just not doing people justice. Right?

Matt Edmundson

00:05:51.630 - 00:05:52.070

Yeah.

Ryan Flannagan

00:05:52.320 - 00:05:55.520

And it's hard to sleep at night, so that's why we try to avoid doing that.

Matt Edmundson

00:05:56.000 - 00:07:04.930

Yes, I like that. And there's an integrity about it, isn't there?

And actually, ultimately, I think it makes your business more successful because you're picking clients and projects that actually that you can win for them and conversely, they're going to win for you. And so I remember when we were starting out years ago and maybe you've done this, maybe you haven't. Ryan.

Especially with agency where you just say yes to everything and everybody because you just need to get started. And you say yes to people that you know full well that you shouldn't because you know they're going to be a royal pain in the backside.

But you kind of, you still do it because you need to make payroll. I can only think of one client that we said no to in the early days and that's because he wanted us to do a porn website.

And I was like, dude, I've got a set of standards that I'm not prepared, Jeremy. But other than that.

And we found, actually as soon as we started weeding out clients and saying no to clients, life became a lot easier because you could spot the ones that wanted the project for the least amount of money, but they were going to give you the most amount of hassle. Right?

Ryan Flannagan

00:07:05.250 - 00:08:33.970

Right. Yep. Or getting into things that you actually don't do and trying to do that for a client. Right. And then no one's happy at the end of the day.

So it's two parts.

It's a making sure that you can be successful for a client by writing projections, by running models and having the conversation like, hey, it's a $50,000 gamble and it's a 50, 50 shot here. Right. Like, what does that look like? And we don't really know the data until we get into it either, as well as this is what we do very well.

And if you need social media advertising or something like that, we don't actually do that, but we do have partners that we work with that could help you and then we can help manage that relationship as well.

And that's, that's pretty valuable too because unfortunately, and Nuance Media is a full service agency, but with that, we're full service on the Amazon and kind of Shopify platforms. But we don't play in those other areas as much as we. Because we weren't honestly doing it as well as we wanted to. Yeah.

So by managing that relationship by speaking upfront about what you do and what you don't do, and then having the network where you can help people even if you're not going to be a good fit for them, I find that everybody comes out significantly happier. And you can see our reviews on Clutch and all these type of things. And it's worked very well for us by kind of taking more of that ethical stance.

And just at the end of the day, how do you live a good life? How do you win? How do you do that with everybody? Right.

Matt Edmundson

00:08:33.970 - 00:09:12.980

Yeah, yeah. No, it's brilliant. Absolutely.

And so over the years, I'm guessing as Nuance Media has been going on, you've kind of, you've, you've discovered your niche, your talents, you know what you're gonna be good at, you know what you need to stop doing. I always had a business coach who asked me those questions, what are you gonna do more of, get rid of and what are you gonna do less of?

And it's as you grow and mature, you figure that out. So one of the things that you guys have settled into is this whole area on Amazon and what you call growth driven advertising for Amazon.

What do you mean by that phrase? And, and then let's get into what you've sort of discovered there.

Ryan Flannagan

00:09:13.780 - 00:10:46.030

Yeah.

So what we're seeing, I'm willing to take a step back and talk about what we're seeing on Amazon in general compared to during COVID or before that or any of the time period. When you look at the journey of Amazon, Amazon's been really growing at an exponential rate for a very long time. Right.

Five years ago, you could throw up a picture and put up some words, words. You can put up some information and really start selling right off the bat and make millions of dollars and grow pretty quickly from that.

But that's not the same anymore on Amazon.

We're seeing again, more and more competitive on a weekly basis on this, you're seeing more aggressive ad spend, you're seeing basically a maturation of the market.

If you look at the bell curve, I think we're, you know, still going on the upside, but we're kind of at this level that things are just getting more competitive. And how do you start managing that?

And essentially, the old method of just managing pay per click and not looking at data or segments or any of these type of things is just not doing it for clients in general.

The other thing that we see on Amazon is, and we work with a number of different catalogs and clients that way, but we typically see the Pareto principle, as you were talking about earlier, but on Amazon, we call it kind of on steroids. So The Pareto Principle, 20% makes 80% of your revenue. On Amazon, sometimes we see, like, 2% of your catalog is making 98% of your revenue.

Matt Edmundson

00:10:46.030 - 00:10:46.750

Oh, wow.

Ryan Flannagan

00:10:47.470 - 00:14:56.590

It's. It's just really insane. You'll see a SKU or ASIN making, you know, $100,000 a month or more than that compared to the rest of the catalog.

That's why I'm making 50,000. Right.

So what we need to do in that level is take our efforts and make sure that we do not lose that competitive advantage on the ASINs that we're really winning on. And when you look at that, it comes down to a few different things, but the first thing is setting up a segment analysis on this.

So one thing that's been hard to gauge on Amazon, and we found this extremely valuable, is, you know, how is the market performing compared to how it used to perform? So when looking at your listing, we actually do analysis and take the top, roughly 100 ASINs that are similar to your product.

So we're not talking about the beauty catalog. If we're looking at lip liner or something like that.

We're talking about very tight competitive margins on who are these people who are lip liners that sold over $500 a month, that have over 300 reviews that are kind of in this space, Right. And then you look at, on a monthly basis of how you grew compared to your competitors.

Now, the important thing of looking at that is if your market's up 100%, you could be celebrating, you know, looking at, hey, we're up 100% month over month. But then you look at the segment and the segments up 300%, well, then you're actually losing market share overall.

And on the vice versa, like, if you're down 15%, and we've had this right with some clients, we're like, hey, we're down what's going on, you guys aren't doing your job or what's happening. And then we actually look at that and the market's actually down 30%. Right.

So you have to really establish that, what I like to call kind of a control group to find out where you're doing, how you're doing on the marketplace and be able to have that real conversation of what's going on and how do we position ourselves about that.

Now once you have that established, it really comes into what we like to call more data driven advertising and really holistically looking at your listings. So this is a age old concept that we've been talking about and Google pay per click and these type of things.

If you're running Google shopping ads and somebody clicks on there and they come to the website and it takes five seconds to load, you're not going to make as many sales. Right.

And you kind of see that people take that for granted a little bit on the Amazon platform because it is all kind of templated and systematic on those levels.

But what we've seen is kind of twofold is one split testing basically your title of your listing, your main image, your A plus content, and you actually have the capabilities to go in there and split test those things on Amazon to really increase your overall results.

The other side of this is when you're running your pay per click campaigns and doing those things, you'll find words, phrases that convert better than others.

What we do on that is we find those keywords that are really converting and then integrate them back into the text of the listing because then you can organically rank higher for those and they have a higher conversion rate which will drive more sales, which will take the flywheel off and really start growing on those things. So we've gotten some pretty interesting results and I can walk you through some of those.

But that's really kind of the concept of growth driven advertising is don't treat your full catalog the exact same because it's not the full thing.

You know, look at your hero listings, the one that you're making really, really strong return on investment on, and then have a real conversation of how do we do this better than everybody else?

And a lot of the time needed to do that because they are your hero ones and we're seeing conquesting coming in all the time and you really don't want to lose your position.

But also we see by coming in and doing this really right for listings that already have a good sales velocity, we can sometimes do and 3x those by doing that depending on the opportunity.

Matt Edmundson

00:14:57.790 - 00:16:18.190

So there's just a lot of common sense there, isn't there? And it's just that kind of, that kind of idea which I think so often we just don't think about.

And that's actually, we've got a product here doing well. How can we make it do better? And, and so you're starting off with this Pareto principle.

And actually this applies not just on Amazon, but I would say in the e commerce space. You can look at your website catalog or your SKUs or ASINs as Amazon like to call them.

You know what it basically product listing and you can see what's performing well and you're like, how do we improve this? What you said, Ryan, that I liked. There's two things that I want to dig into a little bit if I may.

One was the segment analysis and actually just checking your, checking your growth against what's going on in your segment. How do you find that data?

So if I sell, to use your example, lip gloss, how do I find the other people in that segment who are also selling lip gloss that are doing over 500amonth and have more than 300 views or whatever the criteria is? Is that something that Amazon quickly and easily gives you? Is there some software that I need to do that?

Is there some voodoo magic that I need to partake in? What, how does it work?

Ryan Flannagan

00:16:18.830 - 00:17:37.610

Right, so what we do on this is we use a number of third party softwares to do these analyses. Some of These cost over 656 figures a year to be able to get the data, do the, do the analysis and do those things.

Unfortunately, Amazon, while it is opening up more and more data on a quarterly basis at this level, historically has been pretty close to the chest on these things. Right.

So what we use is a number of different software suites to basically pull this in in our software stack so we can test, review, launch, build out all these type of things including keyword tracking and a variety of things like that. So that's part of the secret sauce is the upfront investment of being able to get to the software so you can do the analysis to run those.

Now on the other side, if you're looking at some of the A plus split testing or just split testing in general on Amazon, if you're a brand registered on the platform and you can typically go into Amazon experiments there and you can run some of these experiments yourself on the back end as well, and those have been really helpful, that's something that Amazon launched three to six months ago and that's kind of relatively new.

Matt Edmundson

00:17:39.210 - 00:17:41.650

So it's called Amazon Experiments. Yeah.

Ryan Flannagan

00:17:41.650 - 00:17:42.130

Yep.

Matt Edmundson

00:17:42.130 - 00:18:56.120

Okay, so then the.

So you find this information out using the software stack, which is probably realistically where you're going to need to go speak to an agency, because you're not. Unless you're going to go and spend crazy money on getting the software and figuring it out. Why would you do that? Right. You figured out your segment.

You know what's going on there. So you're not.

You're measuring yourself against how you're performing month on month, week on week, or how it is, but you're measuring yourself against how your competitors are performing, which I think is super important. Like you say, what are some of the things that you say?

The example, I'm selling 100% more, so I'm happy, but then I realize the industry or the segment is growing by 300%. So now I'm in full on panic mode.

What are some of the things that I need to sort of instantly think about here and go, hang on a minute, I need to look at this.

So you've mentioned, for example, split testing your A content, looking at keywords that convert, but what are some of the maybe more obvious things that I also need to look at if I'm not using an agency like yourself? Where do a lot of people get it wrong?

Ryan Flannagan

00:18:56.680 - 00:21:28.950

Yeah. So it's a. Not really tracking the conversion data, but then not being aggressive enough, particularly with the ad spend.

So where Amazon's significantly different, it's ironic, but we find other agencies talking about ACOs all the time and talking about lowering a cost and things like that. And that's great because if I advertise on your brand, I can get a great acos. Right. It doesn't mean you're going to grow at all.

It means you're defending your brand, but it doesn't mean much more than that. What you really need to look at on the Amazon platform is what we call your tacos. So just quickly.

I'm pretty sure your whole audience understands what ACOs and tacos are, but I'll give a quick explanation. So advertising cost of sale is you have on that.

So that's typically when you look at roas on Facebook ads or Google or anything like that, that's normally what you look at. Right. Similar kind of terms that way. So I spend $1, I sell $4 worth at the four 400% ROAS. Right. Or forex on Amazon.

What you want to look at is not just your A cost because the more sales you make on Amazon, the higher you organically rank. Right. So unlike Google, Google doesn't care if you're making a million sales a day or two sales a day. It's about backlinks and some of these things.

Amazon says, hey, you're making sales, we take a commission on everything. So if you're making more sales, we're going to rank you higher because you got something going on.

So when you look at that, you need to really look at your advertising spend, the organic sales that you made on the platform. Okay, so with that, it's the total sales that you've made on the platform, not just advertising sales and not just organic, but the total sales.

So in the case that we said before, sometimes you'll be spending, let's say, $30,000 a month, and you'll be making, let's say, $300,000 a month organically. Well, what that is, is that's a 10 return on ad spend. Total return on ad spend on the platform. I spent 30,000 and made 300,000 overall.

Compared to maybe your pay per click is only giving you 60,000 back. So you're like, oh, I'm spending 30, I'm making a 2x on the ACOS side of that. Or it's a 0.508 ACOS. That's not the full picture.

You need to look at the 10x you're making on the platform and maybe even get more aggressive on the ACOs.

Matt Edmundson

00:21:30.860 - 00:21:50.700

That's really fascinating.

So the more you spend, the more you're going to rank organically, which comes down, or comes back to the point you raised a few minutes ago, that actually understanding the keywords that then convert in your paid advertising should be added then to your copy. So you start to rank organically with those. So this becomes a whole big learning environment.

Ryan Flannagan

00:21:51.500 - 00:22:03.200

Right. Well, and it's the more you sell, the more you're going to rank organically. Right. So spend is definitely a component with that.

But then again, you don't want to be spending on things that you're never going to rank for sure.

Matt Edmundson

00:22:04.400 - 00:22:35.420

Okay, I got that wrong. Sure, yeah. So the more you sell, the more you're going to rank organically. So is this a case of then with Amazon? There's an old saying.

I wish I could remember who said it. I genuinely can't. But I've got this phrase in the back of my head that those that can spend the most to acquire the customer win.

Is it a case of that being true with Amazon that actually you've got to go into it with your eyes open a little bit, which says I've got to be prepared to spend on customer acquisition.

Ryan Flannagan

00:22:37.260 - 00:24:32.710

Yes and no. So Amazon looks at conversion rate with everything too.

So if you are spending too much and you're not making sales well, they're going to stop serving your ass ads. Right. So again, Amazon's really down to what gets us the most money back is our overall hypothesis.

So if somebody is spending a ton of money but the sales aren't converting, then you're going to start have to spend more on those ads or you're not going to rank as well. You're not going to be sticky as far as a rank level.

So the major components you have to look at that when you look at your listing and optimization for your listing kind of comes down to a few different components. One is very controllable and that's what your listing and the copy that we have on your listing are right.

You control that for the most part on those things. The second thing that you need to look at is your reviews.

If you don't have four star reviews and something close to what's competing in the market, then you're going to have a hard time doing sales and quite frankly you have to rerun your pay per click campaigns once you kind of hit hit the each tier, right. So we say 30 reviews on average is the first tier.

You don't want to be too aggressive on ad spend until you hit 30 reviews because no one's going to buy you under 30 reviews unless you have great branding off platform and you know you're the next big thing that's coming through. Right. So that's the the first step on that.

But then you want to reanalyze some of those keywords that may not have been converting when you hit 100 reviews because the conversion rate kind of goes up every tier you hit the closer you go with that. Right.

So there is kind of a brand or product journey that you go with every time as you're kind of escalating and growing with these things and a time to reassess the data that you're doing to say, well, when do we need to do integrate these keywords, when are they converting and then when do we need to do ranking strategy around the keywords.

Matt Edmundson

00:24:33.910 - 00:25:00.840

So this is I guess where coming back to your sort of growth driven sort of advertising Amazon isn't it. Everything's feeding everything else in terms of the data and the learning and it's sort of constantly going around.

And so as you're learning more you're changing the content on your pages. As you're changing the content on your pages, the conversions going up, which makes your advertising spend more effective.

And it seems to be like you're creating this almost upward spiral, this upward vortex. Have I understood it right?

Ryan Flannagan

00:25:01.800 - 00:25:55.050

Yeah, that's exactly it. So the analogy I like to use here is the vast majority of companies are working out like we did in the 80s, right?

Like, remember the 80s, you run, you do the Rocky stuff, you know, do all that great stuff.

But Rocky was going home every night and eating pizza, and Rocky wasn't eating pizza, but we were all going home and eating pizza and we weren't really getting in better shape. Right. So you're kind of taking the one view of your workout plan. This is how I get it. I go to the gym, I work out, I do these type of things.

But as we've evolved in this, we say, hey, diet is kind of important as well. Right? So. And that would be the listing optimization, the split testing, those type of things, because you're working out.

But if you're eating well and you're doing protein drinks and you're not eating pizza every day, then you're actually going to get in shape a lot better and you're going to be the best brand out there that you can be.

Matt Edmundson

00:25:56.170 - 00:26:03.950

That's really, really good. I like the Rocky analogy. Any, any analogy that includes Rocky is a winner in my book, Ryan. I'm not gonna lie.

Ryan Flannagan

00:26:04.430 - 00:26:06.670

I tried to queue the music, but it didn't work.

Matt Edmundson

00:26:10.990 - 00:26:16.910

Anyway, I shall stop singing there, dear listener, because frankly, you don't need that in your life now.

Ryan Flannagan

00:26:17.470 - 00:26:36.780

But that really comes down to the case of what is, you know, like we are. Amazon is an evolving market, right? And it's getting more competitive.

You have to train harder, you have to be stronger, and you have to have as much data and analysis and trying different things to beat out your competitors as much as you can. Right? And that's what we're really seeing.

Matt Edmundson

00:26:37.020 - 00:27:21.560

Yeah. No, I'm curious, Ryan. I don't know if you actually know the answer to this question.

So you will have come across a lot of products that just aren't selling for whatever reason on Amazon. Right? So it could be the content, it could be they've not got reviews. How much of it is actually down to the product itself?

Like, can you take a rubbish product on Amazon and sell it? Or is it because I'm slightly loaded question. I'm of the opinion in E commerce that's become very complex to do.

It's Much easier to win in E commerce if you have a product people want to buy in the first place. Do you know what I mean? That's actually got that kind of demand.

Ryan Flannagan

00:27:22.520 - 00:30:36.920

Yeah. If you don't have a product that gets reviews and reviews are a whole another conversation on Amazon, right.

You're going to have a really hard time winning if you can't hit keep over or right around that four star mark or above, you know, you might want to pivot and look at another product. That's essentially it. You're going to be significantly handicapped on that.

Now if we're talking about the larger question of brands that have really good brand and are pushing that way, then there's another conversation of how Amazon is actually used as a legitimacy test for people when they're purchasing. Right.

So we work with a number of larger brands that yes, want to be selling on Amazon, but that's not their major concept or what they're really trying to push. They want to have the best listings up that they can. They want to have good reviews, but it's really for testing the litany test.

And maybe they're a premium product and they're two times more expensive than the other lip liner on there. Right. For example, and they're going to drive sales on Amazon, but they're never going to be the biggest winner on.

So in that case there is a concept of getting your listings up, managing those wells, really doing brand defense so people aren't conquesting and selling, stealing your sales from that and then choosing your battles of where you can scale on Amazon and where you cannot.

And that's really kind of a price premium level because buyers on Amazon are very elastic, meaning that if something's a dollar or less expensive, they're going to go to the thing that's a dollar less expensive if everything else is equal. Similar amount of reviews, color, scope, product, those type of things.

But when you have a brand that has brand awareness and those things, they'll come to Amazon before purchasing to check the legitimacy of the brand and then maybe they bounce to your website and purchase or then they purchase on Amazon.

So to give you a quick example of this again, got a Facebook marketing thing, saw a mosquito thing that was developed by a 17 year old in high school and then got had 10 millions of dollars of funding and had different light array and killed mosquitoes for 3km around it and so on like oh, I need this, I hate mosquitoes, everybody hates mosquitoes. And then I went up and looked at up on Amazon and had two and A half stars like, okay, well this is marketing. This, this is hogwash. I'm not touch it.

Right.

So there is a place for your Amazon brand, even if you're not going to go fully on Amazon, there is a place for your Amazon brand on there for a litany test.

And we actually have seen really strong sales for existing brands that have brand awareness just by getting on the Amazon platform, doing it well, implementing some of the growth driven advertising principles and then really having the candid conversation of this may be just an area that we come in and do pretty strong defense on this and we will make money. This is never going to be a $10 million a year product on Amazon because of the price level, but Maybe it's a $2 million a year product. Right.

So how does that play and where do you go on that?

Matt Edmundson

00:30:37.400 - 00:31:02.640

That's really interesting. I, I've often heard it said that if you, if you do Amazon well as a brand, it does grow your organic traffic to your.

Excuse me, it does grow the traffic to your website, your own personal e commerce website which is off Amazon, that actually as you grow on Amazon, you're you, your e commerce business grows on Amazon as well. Is that your experience? Is that what you found?

Ryan Flannagan

00:31:03.280 - 00:32:32.950

Yeah, it's again very holistic. Right. And you have some kind of checkboxes with that.

Quite frankly, if you're, you know, if you have a website, you're in a brand and you're using a Shopify website or any of these other platforms, typically you're doing some form of advertising on that. And what happens when people do advertising because we're getting more and more inundated for product advertising is they do the litncy test.

So they go to Amazon, they see if they can buy it because they trust Amazon, they trust the return policy. So we actually see it twofolds.

Is a, even if you don't direct anybody to Amazon, you're going to start making brand sales on Amazon because people are going there.

But also if you are doing things on Amazon, targeting competitor conquesting, things like that, which you can actually do on Amazon significantly better than any other platform that I'm aware of for targeting what your competitors are doing, people are buying like you. There's a few things we have Amazon demand side platform and Nuance Media because we are working very closely with Amazon.

Typically you have to spend about $40,000 a month to even get access to the platform. But we can offer that to some of our clients underneath our umbrella.

But by doing that, you can do pretty strong conquesting and then track the sales that actually happen on your website as well. Now, all ads go to your listing on Amazon, but you can track the sales that way too. So, you know, we don't live in a vacuum.

And any advertising you do on the platform is going to drive sales to your website. Any advertising you do to your website is going to drive sales to Amazon.

Matt Edmundson

00:32:34.150 - 00:34:00.860

Yeah, I remember sitting down with one of the directors here in the UK of Amazon and we were having conversations about all kinds of weird, wonderful things in their offices down in London. And one of the things that they said to me, I can't remember the number they gave me, I wrote it down, I should dig it out.

But there was a really high percentage of people that went to the Amazon website and didn't buy anything. They just went to check the reviews.

And that was, that was, you know, he used the example of, you know, you stood in curries or something, you want to buy a tv, you don't know if it's any good.

So you're just like, well, I'm just going to go and Amazon, that sort of search on Amazon for that specific model and I'm going to read the reviews, I want to know what people are saying about that product and then I'm going to make a decision, well, do I want to buy it here and there from the store or is it, is it cheaper and easier from Amazon? I don't really know.

But it was a really interesting concept that, you know, that Amazon knew this and they knew a lot of people just went on their site to, to check out the reviews of products. Right? So like you say, if you're on Amazon, if you've got a brand.

All right, we found actually as a brand, one of my online businesses wasn't on Amazon, but people, our wholesalers had put it on Amazon. And so I realized that the more I was spending on paid media to grow our website, the more they were selling. I'm like, how's that even?

And then I realized, aha, they're doing Amazon. So I'm in effect putting money into their pocket, as it were.

Ryan Flannagan

00:34:01.420 - 00:35:15.420

Well, there's a whole other conversation there too, because anybody can sell your products on Amazon. If you're not on Amazon, what listing has stood up? What value prop are they talking about? Are they doing any reputation management whatsoever?

Or there are things that you need to be aware of. It's kind of like the old social media conversation that people are having in the mid-2000s, like, should I be on Facebook or not?

And if you're not on there, then people are going to be talking about you anyway. It's better to be a part of the conversation. Yeah, right.

And that was a big conversation with Twitter back in the day too, particularly on the customer service side of things.

So you will find and we deal with a number of brands that are pretty established that, you know, look, on Amazon, they're like, we had no clue that all these images were up and these listings were selling and they're actually saying the wrong things and elements to that level. So yeah, you almost have to have Amazon as a brand defense level and no one likes it. Right.

But it is another thing if you are an established brand, if you're doing things, what to do, and quite frankly, we can run some analyses, find out how many people are searching for your brand, those type of things and say, is it even viable at this point or is it something you really should about?

Matt Edmundson

00:35:16.700 - 00:35:35.590

So what would you. I guess in some respects is that. I'm answering my own question here, Ryan. As I'm thinking it in my head, how long is a piece of string?

But at what point point, where is that tipping point? Where is it that actually it makes sense for you to be on Amazon? That sort of the viability is like, yep, let's do this, let's go for it now.

Ryan Flannagan

00:35:36.710 - 00:37:05.820

So again, what we like to do, and this is kind of going back to the win win side is we're closest to the wallet out, right? So where's your existing catalog? What is your existing catalog and what's doing the most sales on there? Right.

So you don't go in there and try to put up everything just as once. Right.

What you need to do is you need to really target out what are the best products for you and then decide to build those out and continue to do that. But what I would look at is go on Amazon.

Depending on your amount of sales, if you have a product that's doing over, I'd say 10 to $20,000 of sales for your website, it's probably time to really start looking at it because you're really starting to grow on that.

It could be potentially a time to look at even beforehand because Amazon's about 48% of product search in the United States and Google is about 35% of product search. So by just being on Google, you're actually working on a lower marketplace.

But go on Amazon and search yourself and then see who's advertising above your brand and see if you can live with them stealing your customers. Customers, because that's what's Happening right now. Yeah, you're doing advertising. People go, hey, I need this mosquito killer.

And I go by my brand and the mosquito killer is a horrible example because it's a horrible product. I need the lip liner, right? And then you go look up there and then you see the Lady Gaga lip liner.

Instead of, you buy the Lady Gaga one because you're not available.

Matt Edmundson

00:37:07.180 - 00:38:37.050

It's. Yeah, it's interesting. I. There is a very definite strategy for marketeers using Instagram, right?

So you get a product comes up on your Instagram feed by this product. You go to their website and it's usually a company shipping from China.

You know this because there's no contact information at all on the website and they'll sell you. I'm. I can't remember the last example I saw.

So I'm just going to go with something off the top of my head, like a head torch for hardcore campaign, right? And they'll show you this image and it's like 30% off for limited time. You go to their website and it's like 70 bucks.

And then you go to Amazon and you search that exact same product and it's 30 bucks and I can get it tomorrow rather than in five weeks time. There seems to be this strategy which I still don't understand by marketers. Obviously they're just trying to get people on that sort of.

I guess that sort of, you know, that I'm going to buy right now, that impulse buy type thing. So I'm always surprised by how much this actually happens with Instagram, Facebook as a strategy.

I'm going to sell a product which is cheaper on Amazon, but I'm going to sell it higher for impulse purchases, maybe with a sexy image or something. Have you. Do you find that, that actually obviously you focus on the other side. You focus on Amazon, you're selling the head torch on Amazon.

Does this kind of thing help you or not?

Ryan Flannagan

00:38:39.210 - 00:40:14.470

It actually generates more demand, Amazon and more search. And because of that, if you're the one advertising there, you're the one that organically ranks and you have the reviews.

It actually helps because it is driving more traffic. Because people are like, I didn't even think about buying a head torch, right?

And that's like any advertising that somebody else does for marketing and they find us organically or see our review, they weren't thinking about the email solicitation they just got for Amazon. And then they go, well, I should probably work with a company that's credible compared to somebody who just emailed me randomly, right?

And Then you go there and you buy and you do that, and it's actually pretty. Another thing that's pretty compelling that's happening in the Amazon space is, is Amazon's really pivoting to working more with brands.

They've really cracked down on the review augmentation and all the fake reviews that were happening. But they're rolling out a whole bunch of features for brands.

And one of the things that they're doing to continue to drive the flywheel is if your brand registered, you can basically put in an affiliate link to any of your marketing. And depending on the category, you can get up to 10% of the referral feedback.

So on Amazon, typical referral fee for the pleasure of being on Amazon is 15%. Right. You pay on 15% every time you make a sale.

But now if you actually drive to your listing or your store and somebody purchases and you're using that from a Facebook or Instagram or any external marketing that you're doing, you'll actually get 10% commission back on that. So then Amazon feeds.

Matt Edmundson

00:40:14.470 - 00:40:46.570

That's really interesting. Yeah. Because that was gonna be my next question.

If I see the guy advertising, advertising the head torch on Instagram for twice the price, but I actually have the head torch, is there a strategy which says, actually I can pay to appear on Amazon, you know, the Amazon search and I'll pay to appear there, but should I also think about using Instagram to drive traffic to my Amazon listing versus my website listing? I've asked this question. A couple of people had varying degrees of response actually on the show about this.

So I'm curious to know what your thoughts are on it, Ryan.

Ryan Flannagan

00:40:47.450 - 00:42:12.350

So what we see on the platform in general is Amazon's pretty early on that. And I don't 100% trust the data that we're getting for the conversion rate or the attribution for the sales on this. Right. So it's twofold, a test.

Right. Try both and test. Right. But what we typically see on the Amazon platform is Amazon has a higher conversion rate in general.

When people are shopping on Amazon, they're shopping to buy. So we'll see a typical A5X the conversion rate on your Amazon store compared to your website. Yeah. Right. So.

But the customer lifetime value is significantly lower because you don't own the customer data. Right. So what we see on your website is the customer acquisition cost is higher, but your lifetime value is significantly higher. Right.

Because you cross sell, you do all those things, you have their email address, you can do lookalike audiences, you can do all these other types of things. So it really depends on where you are in the journey as a brand. Do you have one product that you're selling?

Well then maybe Amazon makes sense because you're not cross selling and doing all those type of things. But if you have this is the first product in a five step product line, then your Shopify site or your website may make sense, more sense of that.

But honestly, you have to get up and test both of those to see what happens. That's at the end of what you have to do.

Matt Edmundson

00:42:12.350 - 00:42:20.030

Very good answer. Very, very well balanced answer, Ryan. It's a very good first time, first.

Ryan Flannagan

00:42:20.030 - 00:42:21.590

Time I've ever said it, man, I swear.

Matt Edmundson

00:42:23.510 - 00:43:00.820

Yeah, absolutely. So left field, let me ask you maybe a bit of an odd question, but I'm curious to know the answer. So you know what?

Tomorrow you wake up, you decide, you know what? I am going to, I'm going to set up an Amazon business. I'm going to start selling stuff on Amazon.

I don't have a product yet and I see this all the time on Instagram, YouTube ads.

Maybe it's just me, they advertise to me, you know, come do my course and we'll show you how to make 5 million on Amazon by selling plastic widgets which you buy from China for 12 pence and you sell them for 40, whatever it is, right?

Ryan Flannagan

00:43:00.820 - 00:43:03.220

No, no beta switch going on there whatsoever.

Matt Edmundson

00:43:03.220 - 00:43:37.910

Yeah, no, no, no whatsoever. And if it was that easy, forget the course, sell the product, leave me alone. But that's another story. Anyway, so you've got that going on, right?

And you said right at the start, it's not actually that straightforward, it's not that simple. But obviously there are people who wake up and go, I want to now sell on Amazon.

How would you approach it if you were a total newbie, right, how would you approach this sell on Amazon thing? Would you ignore all these courses or are there some that we should think about? Whatever, whatever comes to mind.

Ryan Flannagan

00:43:37.910 - 00:45:46.170

I'm just really curious, right, So I would probably take a course. Just so you understand, it's. You always start out with education, right?

And it doesn't necessarily have to be a course, but watch some videos on it, see the product finding and see, see what they're saying on those levels.

But at the end of the day, before you go buy anything, search the term that you think people are going to use when purchasing this and look at the listings, right? Are they all really well done? Are there good reviews, are there good images, are there video ads?

Where is that and where is that in the competitive horizon? And then look at the pricing of what they're selling.

I think the number one area where people make a mistake is that they don't look at the unit economics. Right.

And that's one thing that we look at for, we work with a lot of existing brands on Amazon, but if they're the right company and they have the appropriate funding and they want to do it well, then we will help some certain brands launch. Right.

And the first thing that we look at with that is what are the unit economics and where do you position in that price elasticity question on Amazon? Right. So you have to take into account the 15% on average that they'll, Amazon will charge you as a referral fee, depending on your category.

And then you have to look at your shipping cost. Right. What is it going to cost to ship as well?

And then when you look at those two things, you look at your cogs too, and you say, well, what is my margin at the end of the day based on this? Because a lot of people will go, oh, that's only selling for 20 bucks. My cogs are five. I'll be great. You know, that's a 75% gross margin.

Well, no, because you're not taking the 15% in the shipping. So you're, your, your gross margin is actually 25% before you do advertising.

And when you do advertising, you know, the first few months before you have reviews, before you have these type of things, you may be at a 100 a cost, you may be at 200 ACOs. Right now we shoot for your tacos. Typically when you launch your, you know, it's kind of almost a one for one on that.

Like, I spend $1, I make $1 on the platform. Sometimes it's, I spend $3, I make $1 on the Platform.

Matt Edmundson

00:45:46.240 - 00:45:46.560

Platform.

Ryan Flannagan

00:45:46.640 - 00:47:15.370

And you have to look at those things until you get the reviews. And you really can start to build that up and grow.

But what we find is gradually you go from that, you know, 100% tacos, let's call it to 50% tacos, to we have clients that we work with that, you know, for every dollar they spend on the platform, they make $20 on the platform. Right.

And then we have other clients that are really, well, brand and not optimized and have big retail level that, you know, for every $1 they spend, they make $85 on the platform. Right. It just depends on where you are in that cycle.

But at the bare minimum, if you're thinking about going into this Run the math first before you invest any real money or talk to a legitimate agency that will say, this is the deal, this is the investment, this is what you like to look at.

What I pretty much recommend for everybody, if you're going to launch a product on Amazon, is going to honestly, at the end of the day cost you 30 to $50,000 per product. And you just have to kind of pencil that in. Right? That's not even counting.

That's not even counting, you know, buying the product and doing those type of things. But we have people come to us all the time that want to do five products.

You're like, well, hold up, if you're going to do five products, then you should pencil in $250,000 to do this.

Well, or maybe we should look at the five products you're looking at, choose the best winner and then go at that and see what this looks like over a six month period and build out.

Matt Edmundson

00:47:16.250 - 00:47:32.170

So the 30, $50,000 to launch a product, this is over a period of say six months. And the majority of that fee is going into the paid media to try and figure out what it is that you're doing, who's buying it and so on and so forth.

Is that right?

Ryan Flannagan

00:47:32.960 - 00:47:33.760

Yes, that's correct.

Matt Edmundson

00:47:34.080 - 00:47:34.600

Okay.

Ryan Flannagan

00:47:34.600 - 00:48:35.310

That's a really, you have to pay, you know, and that's from the advertising stuff. It also depends on what agency you work with standing up the listings, doing those type of things.

That's always kind of people try to commoditize, listing, building. Right.

And building your listing and doing the images and all those type of things are not, you don't want to go bargain basement when you're doing those type of things because the images are the number one critical thing that you can have on there. Right. And the content and those things.

So if you try to commoditize that, what you'll end up is you'll end up with the head torch that doesn't work and breaks after two weeks. Right. From that side of things.

So you really do want to take your time to build out the best listing based on good keyword research, based on really strong images.

Because particularly when you don't have reviews, you have to look better than everybody else and look more of a premium brand and stand out those ways. So those are things that you just need to think about when kind of going through this process.

Matt Edmundson

00:48:36.750 - 00:48:49.150

So what, again, I appreciate this is a very open ended question, but if you were going to start today on Amazon, what sort of products would you look at? What sort of products would you avoid?

Ryan Flannagan

00:48:50.190 - 00:49:16.630

Yeah, so, so there's big winners, right? So cosmetics and supplements are very, very competitive markets on those, but you typically have higher lifetime values, right? So supplements.

And everybody's been golden going at that golden goose for a long time. But like I'll tell you, like elderberry keyword, you know, the average price on that's like 17 and the cost per click is $9.

Matt Edmundson

00:49:17.430 - 00:49:17.870

Wow.

Ryan Flannagan

00:49:17.870 - 00:50:22.910

Right. So unless you're really converting on that, you're losing money. Right. And you really have to have a off site strategy with that.

So what I would look at and you can tell because like you look for elderberry gummies and you'll see that everybody up there has 2,000, 3,000, 4,000 reviews.

So when doing this on the level is I'm looking for something that a matches the unit economics kind of run through the formula that I talked about earlier, but also has a longer lifetime value, right. Something that people will come back and repurchase, that will work on subscribe and save and doing those type of things.

Because it's significantly harder to win on the platform where you spend that much for customer acquisition. And then they go away because then it's like every time I'm just rinsing or repeating the same type of thing compared to like, hey, I got somebody.

I love these razor blades. You're my razor blade guy. I want to buy razor blades from you for the next five years.

And then your customer acquisition is great because I'm willing to spend two times the cost of the razor blade to get somebody to buy because I know they're won't be with me for the next two to three years.

Matt Edmundson

00:50:23.150 - 00:51:07.750

Yeah, yeah. Very good. Very, very helpful, Ryan. Listen, I'm aware of time, so let me ask you my, my new favorite question, right?

As you know, the E Commerce cohort is the, the sponsor for today's podcast.

So you're in a hotel, you've just delivered a keynote speech to all the E Commerce cohort, dudes who've got together for their annual get together, the shindig, the soiree, and you've been talking about all this stuff on Amazon. The crowd's going wild. It's going absolutely crazy.

And so you kind of go on stage, you take your bow and it's like, listen, I would just like to thank. Who do you thank and why? Is it a person? Is it a mentor? Is it a podcast? Is it a book who springs out?

Ryan Flannagan

00:51:09.030 - 00:51:56.100

It would really have to be the people at Nuance Media who've been through this journey with Me, I mean, we've been around 12 years and the people really helped me build the brand and grow from that. Doing the day in, day out activity and really kind of helping this dream come to life and continuing to do that.

The other people, that person I like to really thank is obviously my wife and daughter for dealing with me all the time while I'm working on these things.

But then my mother and my uncle, who are both entrepreneurs in their own level, put out their own shingle, developed it, had a dream and made it happen. So that would be the short list. Oh, wow. So I heard the Oscar music in the background, so I'm trying to.

Matt Edmundson

00:51:56.170 - 00:52:24.000

Absolutely. That's really interesting. It's what fascinates me is I've started asking this question.

Every husband that comes on the show automatically says, oh, obviously my wife for putting up with me. Which is the standard response, which still makes me smile.

And I think in 10 years time, I'll still be smiling at that answer just because obviously I'm in the same boat. It's interesting you mentioned your mum and uncle though. Have you come from an entrepreneurial sort of family and background?

Ryan Flannagan

00:52:25.030 - 00:52:44.870

Yeah, yeah. My mother's a psychotherapist. She's been practicing for 35 years at this point and put out her own shingle a long time ago.

And then my uncle works with veterans law before it was legal to even represent veterans and get paid for it. VA does not great things are American veterans. And he kind of founded that type of law.

Matt Edmundson

00:52:45.190 - 00:52:45.830

Oh, wow.

Ryan Flannagan

00:52:45.830 - 00:52:53.790

And you know, so. And they've been both greatly successful. So they gave me. Encouraged me to be delusional enough to start my own company.

Matt Edmundson

00:52:56.910 - 00:53:15.880

That's such a great. That's almost a brilliant epitaph, isn't it? Here lies delusional enough to start his own business. I quite like that. That's brilliant.

And I was thinking your mum's a psychotherapist. So do you feel like if you say something, she's kind of analyzing what's going on all the time? Or is it.

Ryan Flannagan

00:53:16.600 - 00:53:17.800

We're way beyond that.

Matt Edmundson

00:53:20.280 - 00:53:54.940

There's some people that are beyond help. Right. So that's just the way it works. So you.

One of the things to mention is I came across your book, the Marketing is Dead, Long Live Marketing Book, which you wrote in 2019. Now this is a. You mentioned this is more of a B2B book about inbound marketing. Right.

And I guess my question here is, given that you are an author, you talk a lot about marketing, B2B inbound. Obviously you've Talked a lot about Amazon since the pandemic. Would anything in that book change?

Ryan Flannagan

00:53:56.860 - 00:54:44.380

So let me just be very clear. So Nuance Media, all we do is E commerce Amazon. That's all we focus on.

And the funny thing with this book is I probably started two years before it actually got published. So this is a long thing that we were kind of working in the background.

The compelling thing with business to business practices is they really apply a lot in the consumer D2C side too because it is about building trust, building credibility, doing these type of things, but particularly more paired to more expensive products.

So if you're going to go out and spend let's say $2,000 on a telescope, it's actually more of a B2B engagement than is a D2C typical engagement when you're buying lip liner for $10.

Matt Edmundson

00:54:44.700 - 00:54:44.980

Right?

Ryan Flannagan

00:54:44.980 - 00:55:51.030

Because you do your research, you look at reviews, you need to make sure it's the best. All these type of things.

So that's something that I think would be very interesting is highlighting in that book more how this pairs to high value items in Amazon and on Google, on your website compared to just looking at the B2B side.

Because quite frankly, B2B sales are more about risk than anything because somebody's job may be on the line finding the right company doing these type of things. And that's quite frankly why we built out this kind of partner network at Nuance Media. We're not a good fit for somebody.

So we can help people still make the good decision by a company that's actually been doing this for a while and has vetted a whole bunch of providers on this to make sure you're not having an issue with this. But with this part of it, it is about looking at how higher valued items go through that customer journey and how it really pairs to that.

So that's something that I probably would have added to the book when looking at that on that side of things.

Matt Edmundson

00:55:51.830 - 00:56:49.650

Yes, it's interesting, isn't it? I remember when we started the E commerce podcast, it was called the Curiosity Podcast. I think originally back in the day, before I changed the name.

And I remember one of our very first guests on the show was a lady called Chelsea Cohen and she the title of the podcast was how to sell a $6,000 sweater online, right? And I was like, who in the world is going to spend six grand on this?

Apparently there's a lot of people that will spend six grand on a sweater, but let's not go into that.

And it's, it was interesting because you, what you're saying is actually if you're in that field, that sort of luxury and that high end, then actually some of these more B2B principles do apply and you should be aware of them in terms of the customer journey and understanding the customer journey. And that's what she talked about. And I'd say it's interesting, isn't it, how these sort of things come full circle.

So you're going to update the book or you're just going to leave it, or have you got another book in the pipeline like how to Kill it on Amazon?

Ryan Flannagan

00:56:49.800 - 00:57:12.320

And yeah, so we're working on a number of things internally on this right now. You can check out our blog. There's a ton of blogs out there. We publish, you know, twice a week.

I pretty much write quite, quite a bit on those type of things. But the blog, I mean the next book I'm probably going to vet for. I have some ideas that I've entertained.

I'm not willing to say anything at this point.

Matt Edmundson

00:57:12.320 - 00:57:13.560

Matt. Okay, okay.

Ryan Flannagan

00:57:13.640 - 00:57:14.840

Stay tuned on that level.

Matt Edmundson

00:57:15.160 - 00:57:29.080

Dun dun. Well, when you write the book, come back on the show and let us know what it's all about. You know, how to kill it on Amazon.

You heard it here first, ladies and gentlemen. So listen.

Ryan Flannagan

00:57:29.080 - 00:58:11.600

But the problem that we see with books, to be very candid, is that in the D2C space, things are changing so quickly. Right. Like B2B principles are kind of historic and they stay that way.

There is, you know, prospects versus leads, how you qualify, how you get them in thought leadership, all these type of things. But what we see in, you know, execution on Shopify or Amazon or any of these things is just changing dynamically on a day to day.

So I don't know if the book model to be some ways is that outdated level there. There's arguments that classic college education is outdated as well because things are changing so quickly.

And I don't know if that doesn't necessarily apply to the book as well.

Matt Edmundson

00:58:12.400 - 00:58:56.940

Yeah, one of the things I've noticed about the podcast is obviously you see the stats and you see which episodes do well. And there are some episodes which come out and they do well straight away and there are some episodes which do well over a period of time.

There are people still downloading certain episodes from two, two and a half years ago because they're kind of the what they call evergreen content. It seems to be always constantly relevant, which is, I think, hard to do with E commerce.

I mean, some of it's pretty, you know, there are some Standard principles. But even in markets that change a lot, there's still some sort of some consistencies on there.

And I find the whole thing really fascinating in terms of what works right now and what's going to work in a few years. You just, you never know, you know, in terms of the content that we put out.

Ryan Flannagan

00:58:57.660 - 00:59:56.880

Well, but something that I always get is like, if you don't have your fundamentals down, don't worry about the bright new thing.

And that's the one thing I have to say that I believe nuance probably does, but better than everybody else is we get your fundamentals down to where they really need before you start playing with the new cute thing that may work or may not work because you have a lot of people doing it.

Kind of to go back that old and out the old Shopify thing that I said at the beginning, hey, I need to run a million dollar ad campaign on Google, but my website's taking five to ten seconds to load. Right. You need to make sure that those things are really taken care of first before you do that.

So if your fundamentals aren't good, if you don't have good reviews, you don't have a good product listing, you're not analyzing, you're not tracking, then any bright new shiny thing that you're going to do isn't going to work for you.

And we honestly find on Amazon and other platforms that the vast majority of competitors are not doing it to the level that they need to be doing it to be successful in this new age.

Matt Edmundson

00:59:57.520 - 01:00:23.900

There's a mic drop moment right there, isn't there?

So if you're, and in fact, if you take it, then if you, if you are on Amazon and you're planning on doing some kind of strategy, the advantage at the moment is not everyone's on there. There are a lot of things which are competitive, but most of them aren't doing what they need to do for the long term for winning on Amazon.

The growth driven strategy which you talked about. And that's where the opportunity is right now.

Ryan Flannagan

01:00:24.460 - 01:00:47.990

Correct.

In fact, we've put out a guide that you can download at our site@nuanced media.com It's a growth driven kind of strategy, Amazon growth driven strategy guide.

And you can go on there, it'll pop up after you're on the site for about five minutes that kind of goes over some of these key principles, what we see, and really how you should be focusing on some of the things that we actually covered in this conversation today.

Matt Edmundson

01:00:48.230 - 01:00:57.090

Yeah, fantastic. So do download that free guide from NuanceMedia.com how do people reach? How do people connect, Ryan? If they want to reach out, no more connect.

Ryan Flannagan

01:00:57.250 - 01:01:29.990

Sure, I'm on LinkedIn, I'm on Twitter, I'm on, I got email, I got all the things. But primarily ways to reach out is through the website directly or through Twitter and LinkedIn.

I'm probably the most active on LinkedIn, although Matt and I kind of talked about this. Please don't judge me for my Twitter presence at this point.

We've been growing pretty quickly here at Media and I prioritize maintaining our long term relationships with our active clients compared to, you know, social media posts and those type of things.

Matt Edmundson

01:01:29.990 - 01:02:49.260

Yeah, yeah, now I'm with you. But don't judge me on my Twitter feed either. It's just, it's not helpful. Yeah, I'm more than my Twitter feed.

I feel like I, you know, that's maybe a book I should write. Why I'm more than my Twitter feed.

Listen, it's been great to talk to you, Ryan, and of course we will link to Ryan's LinkedIn, his Twitter, his websites, get the strategy guide, all that sort of stuff you'll find in the transcripts and show notes which are available on the e Commerce podcast website, ecommercepodcast.net so there you have it, my conversation with Ryan. Thanks again, Ryan, for joining me. It's been an absolute treat and a pleasure, bud, and great to have you on the show.

Big shout out again to today's show sponsor, the e commerce cohort. Do. Head over to ecommerce cohort.com for more information about this new type of e commerce community that you can join.

Be sure to follow the E commerce podcast wherever you get your podcast from because we've got some great conversations lined up and I don't want you to miss any of them. And in case no one has told you today, you my friend, are awesome. Utterly awesome. It's just a burden we all have to bear. Can I get an amen, Ryan?

Ryan Flannagan

01:02:49.580 - 01:02:50.220

Amen.

Matt Edmundson

01:02:52.540 - 01:03:31.680

It's just the way it is. Now, the E Commerce Podcast is produced by Orion Media. You can find our entire archive of episodes on your favorite podcast app.

The team that makes this show possible is set up Baynor and Josh Catchpole, Estella Robin and Tim Johnson. Our theme song has been written by Josh Edmondson and my good self. As I mentioned.

If you'd like to read the transcript or show notes, head over to the ecommercepodcast.net website where you can also sign up for our newsletter coincidentally. So that's it from me. That's it from Ryan. Thanks for joining us this week. Have a fantastic week wherever you are, but I will see you next time.

Bye for now.

Ryan Flannagan

01:03:54.810 - 01:03:55.050

Sa.