YouTube Growth Strategies and Expanding into E-commerce

this is the ecwid ecommerce show with your host Jesse Ness along with Richard otay happy Friday Ritchie it's that day it's funny every time we say that like although I know we're super excited it's Friday and I know if you're waiting patiently for the upload of the new episode you're hearing it on Friday too but I always got to remember hey happy Tuesday or happy Monday or happy Saturday night depending on when you're listening to this happy day wherever you are we're here to help you out get your business rolling so we're happy to help and you know today this one's this one's tough because it's right before a lunchtime and I'm already I'm already hungry and it is Friday but I peeked ahead to the website of our of our guest and it's all about food and good food so my favorite kinds of food yeah yeah this is this is real this is cowboy cooking so let's bring our guest Shannon Rollins how are you hey guys thanks for having me it's good to have you so you are not they are not the name on the website the website we're talking about is Kent Rollins comm cowboy cooking so who are you who are you adieu I'm the behind-the-scenes gal so I am married to Kent and we run the cowboy cooking it's it's now it's primarily an online kind of business we started well Kent started years ago doing chuck wagon cooking and cooking for traditional ranches in the spring in the fall when they're working cattle it when I kind of came aboard and got married I sort of decided to switch the business model a little bit so now we we do a lot of online we've got the online store through ecwid and do a lot of youtube actually okay awesome so before we get into the online here there's a lot of things that people are wandering like chuckwagon what the heck she said you know we I don't want to rush past that too fast you know and in cowboy cooking like okay so for people that are if you're driving can't go to Kent Rollins calm but Kent is like he's a real cowboy here and give us a little description on what is what is chuck wagon Shannon well so the chuck wagon is as kent says it's the first meals on wheels and it i'll give you just a brief history back in the 1800s when they were the big you know cattle boom moving west they would use the chuck wagon to feed cowboys moving cows up to the the rail heads and people are surprised that this is still a tradition that's going on and that we continue it so we go out it's a it's a wagon that has it's like our mobile kitchen and we drag that out onto ranches as big as 300,000 acres like I said we cook for cowboys in the spring and the fall and then that kind of expanded to catering a little bit but Kent has been featured on Food Network quite a bit some different cooking shows and so if we kind of expand beyond just the ranch and kind of reach a different audience – okay so that's that's great so this is this is real cowboy cooking out on ranches and then now Kent Kent's got a lot of personality to him so you know seemed like he might have been perfect for TV so you know you mentioned these TV shows what what type of shows are we talking about here what you know so he did he's done a lot with the Food Network he's done a couple chopped grill masters he did chopped Redemption cutthroat kitchen he beat Bobby Flay in a Throwdown with chicken-fried steak he did CBS Sunday morning so various he's done quite a bit of food programming and we've been approached a lot about doing different cooking shows and that kind of is how we really transitioned into YouTube we needed a way that we could share our videos and our cooking but in some in a way that we could control it and we could you know we knew our audience and we knew what we wanted to cook and so that's how kind of our YouTube page exploded you know that's a great way to word that there we we talk about this all the time we know people need to create content and just that word is so blah sometimes you like content what is that and having an awesome character like Kent because we did go to youtube and watch some of the videos and it was it was awesome I mean he's definitely a true cowboy I love it and the theme song and everything it's great um but at the same time though to your point it can have multiple benefits so here you are showcasing Kent and his abilities not only can that drive traffic to your website not only can you potentially profit from ads on YouTube and we'll get into how you're kind of utilizing those different monetization forms but also this third one that now Kent could even get more exposure because they see firsthand and they don't have to ask you they see oh this guy can handle the camera he's got a great personality they so you're probably even getting more requests for these shows but I would assume as as you do more you're only gonna get more I would I would think baguettes baguettes right the attention is that true one yes absolutely and and that was something that we really didn't anticipate at the beginning you know we we put up a couple little episodes here and there nothing really serious and then when people started watching I thought well this is maybe something that we should focus on so we started you know putting more more consistently posting on YouTube and then we just saw this weird snowball effect to where our online sales were going crazy our and then our other platforms were also kind of building to in terms of you know like Facebook and Instagram and then also like you said we got a lot more notoriety and then you know sponsorships started coming and different avenues that we've we never really even thought of it just all started kind of coming together yeah that's great I mean so when you're on the shows that's awesome but you're right you do not control that you know like there that section would you vitae have the best joke ever and they cut it right and exactly you know you don't control that so with YouTube you control the whole experience and you know YouTube's got this there's so many people watching videos on their phone and on and on their TV at home like YouTube is definitely a place to expand that so I think that's awesome and I the question I had is you know we mentioned all these TV shows where they have all the lights and the cameras and everything you know for YouTube did you have all these lights and cameras or how did you how did you get going with it well I got I'm kind of a perfectionist and so since I'm behind the scenes I get really particular I'm thinking okay we need the the good equipment and and I've been on some of these sets with Ken like oh my gosh I need like maybe do I need a camera guy and I got real paranoid about it but what I realized and why I really love YouTube is that it's very organic and people like more raw and they more the more genuine feel to YouTube and so our crew is me holding primarily my iPhone is what we film on and then of course we have our beagle who is kind of you know taste tester and then there's Kent and so that's it we all of our primarily all of our episodes are shot outdoors and so it's so hard to control lighting and sound and everything so you know we've finagled some things with our audio and stuff but I mean it's really up to Mother Nature we're in her kitchen and so we just kind of roll with it and I think that's what people really like about it and so know we don't have fancy equipment it's just the three of us and that's it and the beagles probably not as much help as you might think but he is the star yeah and I was gonna say – what do you mean Jesse that that might be the key to the business when you have a taste tester that's a dog all of your food looks amazing and I'm sure not taking anything away because we actually would love to fly out there and surely taste the food again we said this is but like who doesn't love a dog that's loving the barbecue that someone just met I mean that's it's fantastic it's great so also though you're here by proving once again that behind every great man is a great woman getting the real work done yeah I mean I I know how much work this takes to do all this stuff and so Kent's the star but you're the one doing the heavy lifting here so just you know let him know we Jesse and rich said we know that you're doing the real hard work here other than hanging out next to the fire I'm sure in your weather out there what what's the temperature out there right now well so today it's a hundred and five I mean there's been days where we before we even build the fire it's a hundred and seventeen degrees so it gets a little rough like and especially now we're in the summer season we have to film really early in the morning or late at night so it doesn't get too hot so it didn't take you too long to come on to this idea of we got to change this business model can't no more chuckles well and it's a very labor intensive business you know we have this large chuck wagon we cook all with cast iron we build fires there's no electricity so it's all fire driven and so that gets hard and long and it kind of set the bug when Kent was doing all these cooking shows you know we're sitting here and he's doing this but it's blasting out to millions of people and I thought how can we kind of recreate that in our own way and so instead of us going and you know maybe cooking for somebody's birthday Parvati for 20 people we can sit at home create a great recipe sharing you know the food and the scenery and our lifestyle and that can blast out to thousands of people and so it was a much better way for us to work smarter and not harder perfect I mean I'm all about that like that most people listening to you are trying to get into the online world there are already making money on the online world so I think that's great too you know you're amongst friends here on the broadcast yeah I was gonna ask you know we talked about these cooking shows and people on those shows they're there fighting to get some pretty big numbers and last I looked on your YouTube channel I don't even have the updated stats I should pull it up right now but it literally changes by the day what do you it was over a half million when I looked the first time what is it at these days it's crazy yeah we can gain I mean I think I think we peaked at gaining maybe 20,000 followers within a couple days so it it's all over the place it's you know it it depends on what we post a certain week or you know even the time of year like how people watch it all kind of changes but yeah it's it's quickly growing so that being said for someone who's just getting started did you was this a slow organic thing did you have kind of some pops along the way so because you know not everybody because partially we want to give you tips but we also want to pull out nuggets that other ecwid users can learn from you and what all the hard work you've done hopefully they're not doing barbecue stuff too so but you got a hope you got a big jump start on them so I'm not too worried about that either but um what was that process like did you was it was it long and daunting did how was that it it sort of was I think probably the biggest you know initial tip I have for people is to pick your platform your main platform and go from there so we spent a lot of time and got super frustrated about what social media aspect did we need to focus on or do we need to do them all or do you know and it was just crazy and slowly we kind of found our niche with YouTube I think because we're very tutorial it's very visual and the cooking is really big right now and so that's where we kind of landed after a lot of trial and error and so the way we do it is we kind of like YouTube is our main platform and focus and then everything trickles down from there but having said that I think you also need to realize that the other platforms for us its Facebook and Twitter we did Twitter a little bit Twitter isn't really our thing so I kind of dropped that but it's Facebook and Instagram and they all kind of have to support your main platform yeah I think that's helpful advice for everybody that you know as you as you enter the online world there's all sorts of shiny objects everywhere you know boy I get distracted on a lot of different things but it really helps to have one main focus and for you that was YouTube and I think you made the right choice you know there's a lot of it's it's really entertainment first and how to at the same time so you know whether you knew it was gonna be YouTube from the start or you stumbled across it I think you're on the right place so I think that's helpful advice for others yeah and since that seems to be the one that you chose YouTube and to your points there you said it was kind of daunting in the beginning because it was like where do we go where do we start and then you I'd imagine you might not have actually you know whiteboard in it or something but you said well what are we working with we have a cowboy we have a visual for we you know we people want cooking use and you slowly start to realize well I think YouTube is going to be the platform we're going to choose so instead of going down a bunch of the other platforms right now for the ecwid listeners that think their products YouTube might be a great fit maybe they have something that takes demonstration to use or showing someone maybe they see how fun it is and they might want to go buy it if they just if they've made that choice what are some tips you have for ecwid users that that might be able to they might be able to apply maybe apps or techniques or anything you can think of that could help other equity users help build their YouTube channel just kind of an overall deal I think is consistency and for us you have to train your audience and you know we were posting we try different posting like days of the week or multiple times a week but we found out you know we post every week Wednesday at 2:30 and your audience is you start training them and then they expect it and then they respond better and more isn't always better we were doing two or three videos and we weren't getting the same viewership and so for four people starting out particularly in YouTube but this also you know for other platforms as well train your audience with consistency and then and don't always feel like you have to just flood the market with a bunch of content you know people less is less sometimes more in that situation in terms of like a plugin that I use vid IQ is something that's worked well for us and that's kind of an SEO deal and that really helps us kind of look at the back end of YouTube and look at like what are people searching for what what would be a good video to post or how do we title this to get more hits and that's a free download that you can do is the bid IQ okay that's good and we'll include that in the show notes and I think that's something that's helpful to that you know people spend a lot of time making the video and you do this perfect video and you edit it and whatever and then you post it and if you don't put an appropriate title on it nobody's gonna see it yeah it's a lot about reverse engineering too that we found out we could have the most amazing recipe for a raspberry souffle but if people aren't searching for it no one's gonna see it so what we typically do is we we step back and we like okay what are trending recipes or what's really a great like company the thing we found that trends really well is comfort food authentic traditional and so we kind of look at those recipes and then work our way in from there okay yeah I like that yeah so you don't just make a video and see what happens you know you're looking at the data first then choosing the recipe that it's that and you know but sticking to your brand and your personality it's not just sure yeah yeah I get that so okay that's good and then now I noticed on your YouTube channel you have a very consistent look and feel to it so how do you you know you don't have you said you don't have a team how do you make them how do you make them look so good yes so that's another thing like that kind of goes along in our consistency theme and a big thing that we noticed kind of caught on more with our subscribers is a consistent thumbnail and so YouTube will just automatically pick just a random clip from your video and add that as your thumbnail you never never want to use that I use a program called canva a lot of people might be familiar with it it's they've got a paid version I just used the free one and it's a they have all different kind of templates that you can use not only for YouTube but Facebook and other platforms and it makes it really easy and so I'll just take a couple still photos of Ken and our food plug it into the canvas in plet and it's good to go all right now just can't cooperate does he stand still and you know it's that's probably the hardest thing I'm trying to get Kent to smile and we don't smile a whole lot I'm not that good of an editor you can't can't turn that frown upside down via Photoshop like sell it can't yeah that's good well somebody's gotta be the producer the director out there to push him but but yeah and I think something I noted here is that the the last three things we talked about YouTube canva and vid IQ yeah they're all free right or they have free versions you know so you know yeah you it's not like we're starting with this massive budget here you know like they're what there's we're starting with some talent and some drive but ultimately these are all free tools that you have used and you have all these followers on YouTube correct yes so the business so what you're saying then jesse is the biggest expense they have is the food that they're feeding to the beat what's the beagles name again bonehead awesome I love it I love it now Shannon are you also you know are you getting ad revenue from YouTube as well yes so our biggest our biggest income from that is through YouTube and it's a pretty simple process you just and you know as you upload you just hit the monetization that YouTube provides via Google ads and it's good to go and now I'm not sure they've changed this up I think you have to have a minimum of it's like 1,000 or 10,000 subscribers to monetize yeah so but then after that yeah that's where we get a bunch of streaming yep so you get so people show the little the the pre I think it's called pre-roll so you have the videos ahead of time I hit before your video and you get paid maybe it's fractions of a cent per but you do get paid for that so that's kind of your one of your main monetization yes and and what I have learned also when we've kind of switched up our business model and and gone online more is you need to have multiple markets or platforms to monetize so at first we were just monetizing YouTube but you have to look at like well how do we expand this more and that's when we added our online store or you know added the sponsorship so you need to like make sure you broaden yourself as you go along that's good I was gonna try to lead you in there so that's perfect you knew you got there before I was so so yeah let's let's talk online store a little bit so you have this huge audiences who huge following and like so you start you sell some stuff on the site now as well was that because people were asking for it or how did that how did that come about we had a very basic online store we had like a couple seasonings just just to have before we really got into YouTube and we had very minimal sales I mean it was maybe four sales a week and then you know YouTube started happening and then I we got a more robust store easier checkout and then there was just this transition that happened where people are watching YouTube and you say hey you know if you're interested we're using this rub you can get it over here link it and our sales exploded and like I said before it wasn't something that we had anticipated blowing up like it did yeah I mean that's a it's a good point you were so I'll kind of go back to what you said prior to Jesse's question there and then kind of go into this his question as well so the reason you've started to monetize via YouTube in the beginning is you didn't have a lot of traffic you had a store that was up but you didn't have a lot of traffic you said all right I'm gonna hit this monetization button because by that time you had multiple thousand subscribers and and then it was it's kind of let's say game of ping pong or tennis or kind of a little bit of back-and-forth whatever way you want to look at it so are you kind of looking at the stats and saying all right hmm well I don't necessarily want to turn off this monetization but I might be driving people away from my website with this ad and now we're finally getting more sales so it's an interesting balance act and I'm sure you think about that daily you get enough views I mean I can tell by looking at your YouTube channel now and you have enough subscribers that I could totally see why you wouldn't want to turn it off right now however as the business gets more and more I'm sure it can get it can get tempting what percentage of sales do you have at this point in time that are coming from your YouTube ads and your actual online store if you don't mind asking my so well in terms of YouTube ads we don't run any YouTube ads is that what you mean or I guess the ads that you let people run on your YouTube channel Oh like what percentage of it are we getting from ads and what percentage from sales correct it would be pretty close I think you two ads are still out weighing our online sales but it's starting to even out that's good I'm the e-commerce guy so I like to hear that and I so I noticed from looking at your YouTube videos so basically you just have the links in the the kind of the description of the video you have links that go back to the site is that that's the main way correct yeah and and sometimes I'll have a card but yeah primarily will link it in the description okay that's good and I think so one thing I wanted to mention more uh so this is that we'll do a little tip section here so for people listening there's the ability in YouTube called true view true view for shopping have you enabled that yet I have not all right so good I like to I like to try to provide tips that you people haven't done yet so true view for shopping is it requires your product feed to be integrated with Google Google Merchant Center so there's some steps there but what that is is then during the video if you're talking about a specific product that product it's kind of like a product card I don't know the exact terminology it'll show up in on the YouTube video usually on the right-hand side so that way yes you still have the links in the description but while people are watching the video the the actual product is right there and links directly back to your store so it pops up in the video itself correct that is awesome because a lot of times see what I do currently what I do in editing is I'll I'll edit the product in like it'll pop up so that would save me a huge step and link it right then yeah and it I mean it leads right to your store so so why not and I'm not an expert on this and you know things change quite a bit but definitely look up TrueView for shopping and it it requires you know the product feed that you might already have for google shopping anyway so so yeah it utilizes the same technology basically today yeah and I would I would add one tip very similar to that so right now you're allowing YouTube to put people in front of your videos that you've built your audience and they're basically saying oh great thanks Ken think Shannon this is awesome you built this amazing channel and now you have five hundred and some thousands 60 some thousand people that you're allowing us to put ads in front of you I would recommend to you you do that exact same thing those ads that when you when you click the monetization they're actually called in-stream ads where they'll do pre rolls or you know there's various different ways sometimes it's just a bump up but I I specifically especially with something like the Bobby Flay chicken-fried steak video you you can take and do the exact same thing that others are doing to your videos in front of their videos so you create an in-stream ad and a lot of people don't realize that the the the amount of time is kind of has changed but if if someone hits skip ad you can get your branding in the consistency of that video and not even actually pay right for the ad so literally it's now I want to say right now it's up to 30 seconds actually where if you don't pay until they watch 30 seconds or the entirety of the video depending upon how long that ad is so you could specifically say you know be kind of playful and hey you know it goes literally in front of the that chicken-fried video that he won on the chopped and if something could pop up and say you want to really cook real barbecue you know why don't listen to this one you know so you could be playful I mean humor is huge it's probably why you want to get him to laugh more and smile or two but you know I would literally take advantage I mean we're not trying to say by any means that you're wrong for letting other people what we're trying to do is just add additional tips to you saying now that you know your store converts you have plenty of sales it's moving up to you know just say 50/50 for not getting into the weeds here that's it that's a good knowledge set to have to then say well shoot why don't instead of getting cents on the dollar for ads of someone that takes someone away to potentially to someone else's video why don't we now do that same thing spend cents and come back and get dollars because we're still in the audience off the other no stealing you know I will just say ethically over but you get what I'm saying like literally do the exact same thing you're allowing YouTube to do with your customers and then you're gonna I truly believe you will start to see you probably might want to turn off your monetization and just do those ads eventually I don't know you got to look at the data as Justin and I are marketers and so we believe you take educated guesses and then you look at the data to see what really happens and I know it's enough income that I wouldn't have to turn it off yet but I would start to do those and if you start to see wow every dollar I spend over here I every you know I get two dollars three dollars five dollars you know why not just get better calls to action on your own videos drive them directly to your site instead of getting cents gotcha yeah and I think I mean I'd probably even leave your own monetization on but just try to borrow the audience from other people like well just use Bobby Flay just for for an example like maybe you just target all of Bobby Flay's videos and maybe the request is you know maybe wait I think be fun with it like the throw down of the the chicken-fried steak or you know but even if they subscribe to your channel and become listeners you don't make that money back immediately but you will milk it over in the long run and and maybe there's specific chefs out there that there's a good enough crossover yeah that yeah like when you guys say that actually Bobby Flay isn't that big but we do get a lot of crossover with Gordon Ramsay and out Browns so that would be that makes a whole lot of sense to just target those kind of ads mm-hmm yeah and yeah and the ad might just be you know like I don't know just come check out my channel I mean it's better than that but you know like you made your request isn't that big it's just you pop it in front of them you're in there for five seconds and maybe they've been on the same TV show together anyway so it's not like they're it's not that much of an interruption marketing like they're you know they're watching a chef on YouTube this is just a different chef on YouTube it's not that crazy so yeah yeah and people are being bombarded with ads all day like we act like ads have gone away like people say oh no no one's watching commercials anymore and well I beg to differ like they're not watching commercials in the traditional 30-second but YouTube and Facebook and all these companies they are advertising companies like that's what they do that's why you're getting paid revenue right so back to the comment I made a couple minutes ago I would just test a bunch of different things it could be as simple as so you like barbecue and you know do you like barbecue as much as bonehead you know and then your dog comes up right and it's literally just playful and you're just maybe specifically going after barbecue videos right and you can go way wider and now you're not necessarily trying to steal from a particular person that might they could care less about barbecue but they love Gordon Ramsay right so I would just test test test test test headlines test thumbnails you know and just a quick aside on that we not everybody so I'm gonna say this for equity listeners that don't know what a thumbnail is a thumbnail is just the very first image that people see and that is a huge relevant factor on YouTube recommendations and thumbnails are almost more important if not more important than search terms and a lot of people don't realize that so thank you for providing that tip I just wanted to let people equity users specifically know that that's all a thumbnail is and what is it thumbnail it's just the very first image and so you're recommending canva to go to that real quick as a good application that's free that people can put the consistent look and feel keep it as a template and then as they take more pictures just throw that new picture in the template so they have the same look and feel and then you keep the font the same keep the colors and your branding the same so yeah thank you very much for that tip that's great that's perfect yeah so all right we did a little deep dive on YouTube so so Shannon I know okay you get a lot of followers on YouTube how about the other social media game here how are Facebook and Instagram doing for you they're good our Instagram we've kind of been focusing a little more on Instagram and that's been catching up more as we've kind of tweaked some different things were and I think we're nearly about twenty thousand on Instagram and a little over 20,000 on Facebook okay all right so it's definitely legging that you know there's five hundred thousand-plus I saw five sixty thousand five hundred sixty thousand YouTube so you know they're not quite up there yet but yeah I think you're on the right path here is you've you've kind of got YouTube essentially mastered right so now it's can we also get those videos on Facebook and Instagram and are you are you uploading the videos natively to Facebook and Instagram no I do i do native ones but it's more either teasers or shortened edited versions one thing that we were still we're getting better you know you have to tailor your content for the different audiences and the different platforms so it's not full video length our videos run 14 minutes so that's a little it's obviously long for Instagram a little long for Facebook so that's why I tailor it a little bit got it yeah 14 is probably a bit that's a bit long for for Facebook and and for sure for Instagram but but yeah I think those are good all right I mean I don't really have a much of a tip there because you're on the right path there like Instagram has to be more snackable all different formats but there is a huge huge audience there as well and and you know you might as well start tapping into that yeah you guys both came on to something there that it's actually important for equity users to remember is that each platform people are going to that platform for a specific reason a specific purpose and so you know I don't remember the exact stats but one of the number one things people do besides being entertained on YouTube is to learn to find out how to do things yes and so you're providing a perfect it's it's why you're hitting a homerun on YouTube is here's how you cook like this here's you know the ingredients you use for this and the end it's matching up with the platform of what people want to do and it's entertaining so you're kind of double dipping there that's entertaining and they're learning how to do something so it's no surprise to me or us why that's a homerun for you kind of going back to where I think jessie was going if you could take those videos break them into bite-sized pieces and almost use it as a retargeting option where you have your Facebook pixel on your site so someone went to your YouTube channel they watched the video they were intrigued enough to actually go to Kent Rollins calm they go to Kent Rollins calm they were there but then it's time for dinner or you know they're at work or whatever it is they don't buy and you know stats are somewhere between it varies from business to business but universally across the board it's one to two percent conversions so that means that every hundred people that went to Kent Rollins 98 aren't buying and instead of thinking that as a negative that 98% aren't buying in the case that I'm just starting to get into here if you had a pixel from Facebook that's super easy to do in your equity store you then could place these bite-size snackable videos only in front of the people who've been to Kent Rawlings calm and you can get those lot cheaper because now it's all these platforms are really just trying to keep people provide a good user experiment this experience and so if they've already watched the video and then they like the video enough to go to the site it's just another form of the proverbial 7 to 10 touch points til someone buys and who knows where but that's a huge opportunity because as long as you have your Google Analytics and you start to see in your analytics how many people actually come from YouTube when you combine those two monsters of Facebook and Google you're really combining four monsters because it's Google owns YouTube and Facebook owns Instagram so when you can get those working together and just realizing ok Facebook people aren't necessarily going to discover how to do something but why not go ahead and remind them like they're going to maybe they're going and they're looking to see what their aunt is doing it's like oh yeah we're gonna have dinner this week and oh wow if there's that video again and now they click and it's like now that's what they're gonna have for dinner Friday when they're connecting with their family so it's it's I think that would be a huge opportunity for you to retarget people that have been on your site super small videos may can be the funniest pieces or whatever you know try different things again test test test test yeah but that would potentially be a huge opportunity to really see a big lift now I'm not necessarily saying that's gonna make a big lift in your subscribers or a big lift in engagement on Facebook but who cares if they like the video and click and go back to Kent Ron to buy something exactly and yeah and that's why I think it's important like we said you know you kind of have to hit all the different platform and have your you know dip your hand and a little bit of everything to make the funnel all kind of come together yeah for sure like you're doing really well on YouTube and but the same people who are watching YouTube videos they also use Instagram and they use Facebook and so if you're kind of everywhere they go it makes makes you look so much bigger and it kind of reminds them you know maybe they're they're just not in the buying um you know they're not ready to buy when they see it the first time but they might be later right and that's oh I respond you know like when all you know I'll search something like yeah okay and then I forget about it but then I search something and there it pops up and pops up and you know we we need that reminder and right now the only retargeting I have is just the abandoned cart and so I feel like I need to kind of expand on that and and target it a little more so this would be perfect yeah for sure I mean now if you were just starting out I might say oh maybe you're not ready but I do think you're ready for that so I would encourage you a couple different types of retargeting the one rich mentioned where if they've been to the site maybe you're showing those snackable video videos something that's a little more you know not super targeted but I don't know more more like the personality and then they'll they can start to follow you on Facebook and Instagram and then they're pixeled there again there's also the dynamic product ads so if they've looked at a specific product that product will be will kind of follow them around on Instagram and YouTube or Instagram and Facebook you can also do the same for google shopping as well so there they have it for Google and Facebook and Instagram so those would definitely be options I would look at your products our little on the low side as far as the price so I usually like to be at I mean I don't want Facebook and Google calling me and saying hey but but I think there's kind of a $50 is a right about the cutoff line for me and but it can be less and actually okay I looked at looking at your site now some of the products I imagine you have higher margins on so you might be able to get away with it at a lower price level because you you make the products yourself so sorry I rambled on a little bit there but um you should definitely be remarketing on both Facebook and Instagram for videos and you should be doing dynamic product ads there and then on the Google side there's Google Shopping and you might want to look at google smart shopping I believe is it would be good for you because it retarget s– all over the internet including YouTube and Gmail and just everywhere so oh yeah so I mean there you're getting you're gonna have exponentially more coverage across the internet and because you already have so many followers you know like then a facebook and google won't target everybody it'll only target the people that are more likely to buy and trust me they do know who is likely to buy they have yes they know so they'll specifically target those products to people that are you know have shown that they've purchased over over history so there's a couple there now of course one of my favorite things to mention are the on Facebook and Instagram the shoppable posts functionality so have you set that up yet I have not but I and I think that's what you're talking about where if I'm scrolling through and it's like hey we use this product and there's a little like direct link is that what you got it yeah yeah if you're scrolling through kind of incorporate that yeah so it's it's not that hard you need to get a product feed to Facebook and by the way for people that are ecwid users this is super simple so in your control panel just go to the the Facebook Shop section and it's gonna walk you through all this and really what it does behind the scenes is it connects your product feed to Facebook face actually Facebook business manager and then from there that product feed sometimes takes a couple a little bit of time to get approved with Instagram because there's not like there's no 1-800 number for Instagram so be a little patience I don't think you'll have an issue because they're gonna see everything looks legit and there's a lot of traffic but anyway to get into the point here those product feeds will then connect with Facebook and Instagram so then when you do either a post in facebook you can now tag a product so instead of taking a person you'll tag a product and it'll have that little shopping bag and the the link to the with the price and such and then on Instagram it's even more valuable and Instagram because you can't put links in Instagram you only get one leg yes so this is I I think this is a hack that people should be jumping on because now not only are you providing you're adding a link all over the place on Instagram but it goes directly to your product and so people that click on a little shopping tag inside of Instagram they know what this is they're not you're not there's no trick here like they they clicked on the the seasoning rub and it said $10 and they click on it like they know that they're gonna be able to buy this thing so so anyway I think those are just it's really easy to do that's actually free there's no like if you you know there's no extra charge for that you'd have to pay Instagram or Facebook for that so I would definitely do that and I'm I'm certain that it will work is that so there's not really good naming it's maybe it's called Instagram shopping or shoppable post is kind of the turn out yeah so shoppable post if you go into through ecwid it's gonna be look for the the Facebook side okay I'm not looking at the control panel right now sorry sorry support no don't be mad at me but it's in the upper left hand side I believe it's uh it it definitely says Facebook so I will look in five minutes and be like oh yeah that was it but I think those would definitely take your store to another level there's a lot of there there's a little bit of work involved some of those but some of those are also very easy you know dynamic product ads are easy and shoppable posts are pretty easy as well once you get it connected and so so yeah I'm excited for you actually I'm like you know hey you got this huge YouTube following you're already doing well getting advertising money there and that's leading to sales in your store this is just kind of the next level that will definitely definitely take you take you further well and it sounds like this is stuff that I can integrate pretty easily without having to do a bunch of coding or researching how I need to do that because also like it's a great benefit but I don't have a whole lot of time and that seems like it can integrate pretty easily with what we've got going on for sure the the Facebook and Instagram shuffle post that's going to be easy Truvia shopping or you have to do a little more research on by the way just to set set a level set they're a little bit harder to set up and then the dynamic product gets those are actually quite easy because we have automated options inside of ecwid so so check those out as well yeah other than the truth the TrueView you actually could probably set up every single thing we just talked about in as long as this podcast is there like the longest part of this process will just be once you've attached your product feed to your Facebook store to actually get approval from your store from Instagram that and that's just a waiting game right it's not that long we've seen everywhere from you know a day to three days somewhere in that zone but you're not doing anything just like planting a seed and waiting for the garden to tell you so you're off doing your other things creating more content but then to Jesse's point from earlier now you wouldn't necessarily want to do it on every single post but now once that's approved and your product feed is in there now when you take a picture and you do something on Instagram it's gonna give would you like to attach a link to this and so just take a product to tag it yeah it's actually a proper tag because that's the specific terminology tag a product and then you know again I would recommend probably not doing it every Ingle time but right pick a number test that out – I'd say test everything but maybe every third post every fifth post you know there's the seasoning and he's you know you've got an action shot of the seasoning going on the beef and they can click on the seasoning and next thing you know they're back over on Kent Rollins on the actual product page of that exact seasoning we want Kent Rollins everywhere yes it will happen this weekend you get all these things done and Kent Rollins is going to take over the Internet so I love it I love it so so Shannon is there any other questions we could answer any any help we could provide I don't think so that really covers it and gives me some good stuff that's kind of quick action and then also a little more in the future so I like it awesome yeah and I was just gonna say normally we talk after an a so you need to send a picture in but I was just since we referred to him so many times can we have a picture of the whole team you may or may not have the whole time but when you send us after this for just so we can put that in –see bonehead and see Kent and see you all and you can take a selfie since you're the iPhone users yeah and we definitely want to see you we this is the you know this is not behind the scenes today this is your yeah you don't have to you know but the good news is you only have to do this picture once yes forget it and smile though you have to smile otherwise your husband will be like hey you tell me to smile all the time awesome and then so when you know if people want to learn more about your husband where he's gonna be – you know taste the food in person like where can they go yeah so Kent Rollins comm is our main website and that clicks to everything else we've got events listed there of course you can check out cowboy can't Rollins on Instagram Facebook and YouTube as well all right we got the full coverage and once you go there everybody I hope you're gonna be pixeled that means Shannon has followed our advice and you're gonna ready yeah I love it all right rich any any last questions here no I I don't have any questions I am just very hungry and it's perfect timing because it's lunch time for us here so I'm ready to get going and I'm ready to let you get back to work and keep the business growing and say hi to bonehead for us perfect guys hey thank you for all the tips of course all right Shannon really appreciate you being on the show everybody listening check out Kent Rollins comm and check out ecwid comm full flash podcast for all the details thank you [Applause] [Applause] hey this is Jesse and rich we want to let you know we really appreciate you listening we hope you find the tips we give you helpful for growing your business you can find all of our past episodes and a lot more useful stuff at equi com forward slash podcast and also check us out on your favorite podcasting platform like Apple podcast or stitcher and make sure you never miss an episode by subscribing be sure to let us know what you think by rating and reviewing so we can serve you better so subscribe on your favorite platform and come join our community check out the transcripts or tell us why you would be a great guest at ecwid com forward slash podcast

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