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Brigham DallasBrigham Dallas is the Manager of Dallas Media, an internet marketing agency geared toward helping small to medium sized businesses build an online presence and convert visitors into clients.

Brigham is also the President of Sugar Me Wax, a salon that offers multiple services in the waxing and skincare category. Over the past five years, Brigham has built Sugar Me Wax into a multimillion-dollar business format franchise. He also teaches a class on Facebook and Google AdWords as an adjunct professor at Brigham Young University.

 

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Here’s a glimpse of what you’ll learn:

  • What brands can do to leverage sales on both Amazon and Facebook
  • Is the Facebook marketplace competing with the Amazon marketplace?
  • Brigham Dallas’s thoughts on the storytelling capabilities of Amazon versus Facebook
  • How Brigham evaluates Facebook marketplace opportunities
  • Why Dallas Media’s conversion rates are higher than the industry average
  • Brigham talks about his Facebook advertising model and how brands can get started using Facebook Ads
  • How to improve and test your Facebook targeting
  • Why brands should advertise on both Amazon and Facebook

In this episode…

The Amazon and Facebook marketplaces are very popular among e-commerce sellers, and many brands sell their products on both platforms. Yet oftentimes, the branding and product information on each marketplace differs, and these sellers end up making more sales on one platform than the other. So how can you start leveraging sales on both Amazon and Facebook?

Brigham Dallas helps brands create winning advertising strategies that boost sales on both platforms with his internet marketing agency, Dallas Media. As a pay-per-click (PPC) expert, he advises sellers on the best ways to share their stories, boost their conversion rates, and grow their audiences online.

In this episode of Buy Box Experts, host Eric Stopper is joined by Brigham Dallas, the Manager of Dallas Media, to talk about how brands can create a flawless Facebook advertising strategy. They discuss marketing techniques on Amazon versus Facebook, tips for targeting a specific audience, and how to beat the average conversion rates for your industry. Stay tuned.

Resources Mentioned in this episode

Sponsor for this episode…

Buy Box Experts applies decades of e-commerce experience to successfully manage their clients’ marketplace accounts. The Buy Box account managers specialize in combining an understanding of their clients’ business fundamentals and their in-depth expertise in the Amazon Marketplace.

The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload.

Buy Box Experts prides itself on being one of the few agencies with an SMB (small to medium-sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management.

Learn more about Buy Box Experts at BuyBoxExperts.com.

Episode Transcript

Intro  0:09  

Welcome to the Buy Box Experts podcast we bring to light the unique opportunities brands face in today’s e commerce world.

Eric Stopper  0:18  

And welcome to the Buy Box Experts podcast. This is Eric Stopper. Today’s episode is brought to you by Buy Box Experts. Buy Box Experts takes ambitious brands and makes them unbeatable. Guys, we’ve got a team of consultants here and I got to tell you we are way super busy because for some reason, and this is really interesting, but the furniture category and categories like that were there items that people see everyday in their home. They’re growing like crazy, because people are just sick of looking at the stuff that they have in their home. It’s incredible. This phenomenon like you have probably statistically you are listening to this have probably purchased furniture. Why? Right? If you’re a manufacturer of products you need to figure out what impacts are affecting your market and figure out what you can do to ride that wave. Go to buyboxexperts.com, click on the free analysis button and you’ll be connected with me or a member of my team. Today I am so excited to have Brigham Dallas of Dallas Media. It’s an internet marketing agency geared towards helping small to medium sized businesses, build an online presence and convert visitors into clients. He’s also the President of Sugar Me Wax, a salon that offers multiple services in the waxing and skincare category that he has built into a multimillion dollar business format franchise over the last five years. He teaches a class on Facebook and Google AdWords as an adjunct professor at Brigham Young University Brigham is my Facebook ads dojo master let him be your sensei while we walk while we talk Facebook and how it relates to Amazon Brigham. How are you man?

Brigham Dallas  1:54  

What’s up my man? Hey, dude, good surviving. This COVID crisis is going on right now and just making the most of it. While the Facebook ads inventory is selling at a at a discount right now,

Eric Stopper  2:06  

yeah, it’s really interesting you so me and Brigham have been texting over the last couple of weeks just like getting into Amazon helping him sell the products that his salon offers right as a manufacturer as a brand and positioning the brands on Amazon online and building that out. He also recently got married, like, not that long ago, right?

Brigham Dallas  2:30  

Yeah, so March 7 was our wedding day Saturday. And then my wife Sam is from Romania. So her family came into town for the wedding and was there for a week and on Thursday, they left and Friday morning President Trump was like no more people in or out of the country. Yeah, so people were, I mean she had night flights so she literally missed it by minutes. You know, with all the chaos It was. It was opportune timing for the wedding. It was perfect. And then the weekend after the chaos until

Eric Stopper  2:59  

I’m glad that you guys made it and Mazel Tov for the wedding. How exciting. Now, social media. We’ve talked a lot on Google on this podcast and man, Google’s a beast, and I want to dig into that. I feel like there’s a war going on between those two organizations. I really want to focus on social media because Facebook, Instagram, TikTok, Snapchat. I don’t know, there’s a bunch of them. The integration of those things, those platforms with Amazon is a hot topic in the e-commerce world. And so you as a Facebook guy, I want to get your thoughts on the kind of trends that are moving in this arena. And what is neat is how they need to position themselves in order to, you know, leverage this massive paradigm shift.

Brigham Dallas  3:48  

Yeah, I kind of want to talk about that with you right now. So one of the things that makes Amazon amazing for consumers is the price leader you know that everyone is competing at the lowest price. That’s not necessarily In the case of Facebook, so the one of the benefits of Facebook is people do less research to know if a product is pricier, less pricey.

Eric Stopper  4:09  

Interesting.

Brigham Dallas  4:10  

So you can take the same product there on Amazon and have a different price on Facebook. Now, we do see, once a product becomes really big on Facebook, it’s like killing it online, we see that people start searching for that product more on Amazon and on Google, because they’ve seen it on Facebook. So not everyone’s going to be this investor that says, hey, this is a good product, I’m just gonna buy it outright, but the majority of people do so you can charge a premium for that. So one thing I’d like to do for people to consider, you know, a product that’s really killing it on Amazon, so really well killing it, slaying it, maybe consider just changing the name of it and putting it onto Facebook. So you’re not competing with yourself and cannibalizing sales on the Amazon market. But you’re also able to get a premium and self a little bit more profit on Facebook.

Eric Stopper  4:53  

So you’re saying launch a new brand, but it’s the same exact products price it higher. Change the whole thing, who, who drives that ship in an organization? Right? Like, I tried to imagine the CEO coming to the company or that or the marketing VP saying, Alright guys, here’s what we’re gonna do, right? Like, that’s a big shift, you got to do labeling, you got to figure out the logistics. I wonder who, who you see in the organization that like drives that ship just so that, you know, everyone listening can be like, Okay, this is the guy that I got to figure out to get on my side for this project to actually happen as

Brigham Dallas  5:30  

well. So you can start in phases, right? So phase one would be Hey, this is doing really well on Amazon, let’s put it on the Facebook, build the whole page out for landing page instead of having an Amazon page, put the reviews on there, put the social stuff on there, the proofs, you know, running a Shopify store with some of the add ons. You know, build that out and see for yourself, find out what your cost per acquisition is to sell the same product and then say, hey, if I take this product and I change the name of it, literally just change the name, I could probably add 25% of the price and it was profitable at the price you had Before it’ll be 25% more profitable at the new price of a new brand.

Eric Stopper  6:04  

That’s so funny I, I’m going I’m imagining telling some of these some of these long standing brands who have been on Amazon and are looking at dabbling in some other areas, like, you’re gonna take, you’re gonna take this, this brand, this this thing that you’ve nurtured and you’re gonna, and you’re gonna manipulate it and not make this the wrong word. You’re gonna change it in a few ways to make it easier to sell to people who don’t expect that product to be a different price on another platform. That’s the best idea here, right?

Brigham Dallas  6:34  

Yeah, essentially. Yeah, I mean, that’s, that’s, that’s one of my number one tips right now for taking Amazon on sale on Facebook, change the name, raise the price, or just raise the price, you know, and see if you can get that higher price there.

Eric Stopper  6:46  

Yeah, who, who stands in the best position for a transition like this? Is there a price Mark?

Brigham Dallas  6:53  

Yeah, yeah. So smaller businesses are definitely better to play at that because you’re not as worried about your brand strength. If you’re not an international brand, if you’re not a brand of selling major stores, you’re just an online brand. That’s where you have the best place to play.

Eric Stopper  7:09  

Okay, and if, if you’ve nailed the model for how your stuff ships? Is this the Facebook marketplace? Or is their aim to be? I mean, you’ve probably had a bunch of experience with this. But are they? Are they really trying to steal all this market share from Amazon? Or do you imagine a scenario where these guys are just hand in hand and share all the data with each other and share the love? What do you think?

Brigham Dallas  7:31  

Yeah, I don’t consider these very, extremely competitive marketplaces and trying to still like to share from each other. I mean, there’s a purpose to each of these. Facebook has a unique position that Google doesn’t have. And that’s when you can tell a story. That’s what makes Facebook amazing. I’ve seen products that absolutely slid on Facebook. We had this product that a friend of mine was running. It was a workout video, and it actually sold better believe it or not, a couple years ago, it sold better DVD form than online form. Want to buy a digital copy, a digital product purchase, and they would send them a DVD. And it absolutely just slayed it on Facebook. And then you know, and it was really a lot of mothers living in bucolic rural areas that didn’t have an opportunity to go to the gym. That was it. And they wanted to work out a home to run. And we could find that exact demographic on Facebook, which is really cool. We tried it on Google but the product did not work at all. We tried on, like we spent a lot of money on Google couldn’t even get it to convert at all. And the difference is, and this is the same thing with Amazon. Facebook allows you to tell a story and the way that you want to tell it. You control the narrative on Facebook. You don’t have to worry about reviews. You don’t have to worry about people sending three stars, you know, go in there and say hey, here’s the story. I want to tell you. Here’s what it looks like: the product and gives you a strong call to action and then people start to buy. That’s what makes it amazing.

Eric Stopper  8:58  

Do you feel like you shop on Amazon, right? I’m sure your wife Absolutely. Okay. Do you feel like brands on Amazon typically do a pretty poor job of storytelling? Or do you feel like once you’re on a listing you’re you feel like you’re on a treasure hunt?

Brigham Dallas  9:17  

Yeah, so like Amazon’s not built for the story platform. like think about the way Facebook is created, like Facebook is video heavy. They’re showing the exact video or picture they want to show right away. And now video can tell a story attached to text of the exact narrative that these people want to have, where it’s like a product base, display or listing. It’s not built like that, right? It’s built to display facts about the product itself. Facebook can control the benefit driven approach, the benefit driven approach being I can show you the product and I can show you how to affect your life in a unique way.

Eric Stopper  9:54  

And I suppose in this scenario, because I am the Pied Piper of Storytelling on Amazon. My whole shtick is you take the CEO of your company and you have you know them at a trade show or in a sales conversation with somebody that they’re selling to brick and mortar right this this scenario that happens all the time. And you listen to them or you listen to your VP of sales pitch your product to a prospective customer and you hear the things that they talk about all the features and all the great benefits and how your life will be and they’ve got all these metaphors and analogies and cost saving structures and all this stuff. And then you look over at their Amazon listings and really like a lot of their marketplace listings. Walmart even I’ve seen some that have Facebook listings and they’re just atrocious. Right? I wonder if everybody listening could just take that recording of their CEO and put it in their listing, make graphics, make lifestyle photos, pick your customer. You now can put a video in there. Do you think that Amazon will never mature out of this, this kind of inferiority to Facebook’s storytelling capabilities, or are we going to see you know them rise to the occasion and actually be a big player in this in this Share of Voice for video and social interaction?

Brigham Dallas  11:18  

Man, that’s such a good point, you know, because if people push the storytelling approach you know, it’s a cost benefit analysis on Amazon you got you want people a little fact with the story they want to hear they just want to buy something that’s salty. We have other people that are trying to discover something, and the people that are trying to discover that’s where stories really play the most benefit, right? Like, you see somebody looking at a phone case, for example. And some people just want a phone case that solves a need and then the other people they’re like, man, I could really see how this phone case could charge my phone for 24 or 48 hours and it can be an amazing feature for me when I’m on the road traveling. You see people While traveling with this fun case, that seems really cool. And I think the market, you know, the money will drive that, you know, the money will drive that if your cost per acquisition starts to go lower the storytelling, then some products are absolutely going to see a boost from that. And I think that’s phenomenal. I think your approach is to doing that for businesses, and it’s wonderful, it’s wonderful. It really just brings out where products should be I mean, that’s the next level to product, you know, enhancement to increase cost efficiency, reduce requisitions.

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