Podcast

Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 245 56 mins

The Vital Role of Competitor and Keyword Research in DTC eCommerce

Posted on 29th May 2020 ,
by Kunle Campbell


About the guests

Eugene Levin

Kunle Campbell

Eugene was one of the first investors to spot SEMrush. After joining the company as a Chief Strategy Officer he helped to quadruple company revenue and raised over $40m from Tier 1 investors.

Before SEMrush, Eugene was a partner at Target Global, a pan-European venture fund that invests in consumer Internet space. There Eugene was in charge of the US pipeline and invested in a number of notable companies including Blue Apron, Lyft, and Juno.

Eugene as the CSO and CDO, loves talking about SaaS, Management practices, Metrics and SaaS industry benchmark, SaaS trends, advice for startups, fundraising, venture capital, and the SEMrush success story.



On today’s episode we discuss keyword research, link building and the power of search and discoverability in your marketing funnel.

If you want to learn more how Search Marketing (paid and organic) has impacted eCommerce in the last decade, tune in to this week’s interview with the Chief Strategy and Corporate Development Officer of the leading SEO keyword research tool, SEMrush.

Dive in as Kunle and Eugene discuss competitor research, market analysis, keyword research, and some of the most effective hacks to optimize your Amazon listings.

Covered Topics:

On today’s interview Kunle and Eugene discuss,

  • The SEMrush Growth Story
  • Keyword Research
  • Hacks to Optimize Amazon Listings
  • Competitor Research and Market Analysis

Podcast Show Notes:

  • 01:48 – Join the 2xEcommerce Facebook Group
  • 03:21 – What to Expect from Today’s Episode
  • 04:54 –  Easily Grow Your Business With A Powerful Marketing Automation Platform! Check out Klaviyo
  • 05:45 – Get the easiest way to backup your Shopify or BigCommerce store and undo unwanted changes with Rewind.io… Mention you heard about them at 2x eCommerce Podcast and get a ONE MONTH FREE TRIAL
  • 07:43 – Introducing Eugene Levin
  • 09:46 – Eugene’s Background
  • 14:30 – SEMrush’s Growth Story
    • Started with PPC Advertising and SEO Optimisation
    • From 2008 SEMrush grew organically.
    • 2012: Focused more on growing SEMrush
    • 2015-2016 – Rapid expansion of SEMrush via social media and content marketing
    • Invested in research & development, global marketing, and building the sales team
  • 19:24 – Marketing from a SaaS company’s perspective
    • Not very transactional
    • Heavy investments on customer retention and customer expansion
    • Upfront investments on channels that earn the customers’ trust
    • Consistent presence is required to build brand recognition.
    • “It’s more on branding exercise and relationships and networking than marketing channels. But if you start building it for years, it will start paying off one day.”
    • “In Saas, it’s a very very long-term game than in eCommerce.”
  • 22:34 – Advice to eCommerce businesses in terms of competitor research and market analysis in terms of growth and entering new markets
    • Growth: “How much people already know about your product?”
      • Listing Optimisation, On-page Keyword Optimisation, Page Quality, and Internal Link Building
      • You have to have keywords that are a little less competitive than what your competitors are using but still have a lot of volume.
    • Entry to New Markets:
      • Build a content strategy. Create more content around your listings.
      • Create content that people are looking into and then move them to the direction of your product.
      • Perform a Keyword Research Gap Analysis.
      • Leverage keywords from similar topics with relatively high volume to promote your product category even though it is not directly relevant to your brand.
  • 28:04 – Expanding to the Amazon ecosystem
    • A/B Testing for Amazon listings
    • Improving rankings within the Amazon space
    • Driving external traffic to Amazon listings
    • Amazon is ultimately just another checkout handling your logistics and delivery.
  • 30:25 – Easily Grow Your Business With A Powerful Marketing Automation Platform! Check out Klaviyo
  • 33:13 – Suggested channels for driving traffic to Amazon listings
    • Search Traffic
      • You can buy Traffic from Google Ads.
      • Build links to promote your Amazon listings.
    • Email Listing
    • Customer Reviews
    • YouTube Videos
  • 36:17 – SEO Metrics to Optimise for Brand Name Search
    • Generic keywords are the first part to a customer’s purchase journey.
    • Brand search is a good indicator of how well you’re doing as a brand.
    • A lot of people today are using Google as a navigation for different search queries.
  • 40:36 – Search Volumes
    • Niche keywords make more money than generic keywords.
    • Long-tail keywords are much closer to a customer’s purchase intent than generic short-term keywords.
  • 43:55 – How SEMrush is doing amidst the Coronavirus crisis
    • The Coronavirus situation has in so far accelerated digital transformation.
  • 45:35 – Changes and Trends in Search Volume during the COVID-19 pandemic
    • Increased traffic in almost all product categories
    • A slight increase in CPC due to the increased amount of time that people spend online
    • Major shift to eCommerce
  • 53:05 – Final thoughts and advice
  • 54:55 – Join the 2xEcommerce Accelerator Mastermind Facebook Group

Topic Takeaways:

  • Brand presence increases brand equity to which eventually people will naturally gravitate towards.
  • Long-tail keywords are much closer to a customer’s purchase intent than generic short-term keywords so they convert better.
  • Niche keywords make more money than generic keywords.
  • Find keywords that are a little less competitive than what your competitors are using but still have a lot of search volume.
  • Leverage keywords from similar topics with relatively high volume to promote your product category even though it is not directly relevant to your brand or product.

Tweetable Quotes:

“In SaaS, conversion is just the beginning and then the real story begins.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group
>>http://bit.ly/ecommercefb<<

———–

SPONSORS:

This episode is brought to you by:

Klaviyo

This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.

Klaviyo helps you own customer experience and  grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction,  and empowers brands to create more personalized marketing moments.

Find out more on klaviyo.com/2x.

 

 

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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

Learn from eCommerce Entrepreneurs & Marketing Experts


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