Scott Needham, the CTO of BuyBoxer and Valence Services, helps lead a company that has "over 400 partners, 5 million products sold annually, and at any given time up to 100k different products in Amazon's FBA program". He one of his major focuses is on building automation and operation systems around selling on Amazon. After working in the industry for 8 years, Scott wanted to share his experiences and establish his authority as a thought leader through podcasting, and hopefully use it as a source for new clients. After discussing Scott's goals for the podcast, we assessed the ways in which we could leverage his current network to develop a strong audience base. Since the his content is geared to a very specific niche audience, we knew that this podcast could take some time to properly grow the audience, but we also knew that our strategies would get him off to a strong start toward reaching his goals. With that in mind we established a number of goals:
Even before conducting our initial market research, we knew that Scott's content matter would be geared to a very niche group. While the target audience is typically lower than other, wider-reaching, categories, we narrowed in on ways in which we could engage with this specific group. We worked with Scott to engage with his network and with social media groups to generate interest in the podcast. One of these initiatives included an AMA on Reddit (an Ask Me Anything), in which Scott allowed a group of individuals on the subreddit r/FulfillmentByAmazon to ask him any questions they had about Amazon Fulfillment. He also asked for feedback on the podcast, which led a new group of interested individuals to his podcast. By leveraging the social media audience into a new listener base, we were able to directly link relevant information to his target audience.From our research, we gathered:
The results of the first week of the launch:
Notable results 3 months after the initial launch:
In the space of only one month of running the podcast, Scott brought on 5 new clients that had specifically mentioned that they wanted to work with him after listening to the podcast, and an additional 7 new clients that came from listening to the podcast and related social media initiatives.
Post Launch Analysis: We were very happy with the success Scott has already seen in leveraging the podcast to bring on new clients. We always focus on making the podcast profitable to our clients, but we don't expect the success to be this immediate. Bringing on 12 new clients within the first month has shown that this podcast has been a great success, even with a smaller target audience than usual. We try not to promise clients success like this within the first few months of podcasting since it is a long-term strategy, but we are always glad to see when the podcast pays off immediately after launch.
SOME OF OUR FAVORITE
“I’ve never been so excited to learn about the D-E's and F’s of anything. Most people focus on the A-B’s and C’s. I couldn’t be more happy with the content, character and word use of what’s in the podcast. If you’re lucky enough to meet the man behind the mic, you can count yourself among one of the luckiest 7 billion people on this earth. Scott’s not only knowledgeable and focused, but he has all the qualities of what makes up the essence of a man. He is true to character in this thriller. Genuine. Heartfelt. Raw. Listen all the way through for the surprise ending. You’ll be glad you did!”
“The Smartest Amazon Seller In the Room knows his stuff. It's hard to disregard someone who's managed over $300,000,000 top-line on eCommerce's most disruptive sales channel while remaining so down-to-Earth and relatable. It reminds us that not everybody has to be a Jeff Bezos to make it in our 21st century economy. Scott's wittiness keeps it entertaining, while his wisdom will keep you coming back for more.”
“Dope dope dope. But for reals, here’s someone that legitimately wants to help the amazon community. Fun, interesting a group that is actually selling on amazon. Too many shmoles out there pitching their lame sauce course...not this guy. Subscribed.”
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