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🗣Hosts Lewis Smith and James Eardley welcome Josh Blackburn, a seasoned e-commerce expert and owner of a leading retention marketing agency. 

Josh shares his expertise on retention marketing and how it can transform e-commerce businesses by fostering customer loyalty and driving repeat purchases.

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Links and Resources Mentioned:

Pick up a copy of Lewis’ book: https://htabook.com 

Get Shopify for £1 a month for 3 months: https://www.dropshipunlocked.com/shopify 

Get a free trial with a professional phone line: https://www.dropshipunlocked.com/circle 

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Key Takeaways:

★ Retention Over Acquisition: Retaining customers is more cost-effective and valuable than constantly acquiring new ones.

★ Zero-Party Data: Collecting directly from customers through engaging methods provides accurate and actionable insights.

★ Personalised Marketing: Using customer data to tailor communications enhances customer experience and loyalty.

★ Effective Email Marketing: Automated workflows, personalised messages, and regular updates keep customers engaged and drive repeat purchases.

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Learn More:

 ➡️ When people are ready to create time and financial freedom for themselves, they visit - https://www.dropshipunlocked.com/free?el=blog-96-retention-with-josh-blackburn

 ➡️ Subscribe to The Dropship Unlocked Podcast to stay up-to-date on the latest episodes, and leave a like to help others discover the show.

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Topics Discussed:

In the "Get Customers To Buy Again" podcast episode 96 on Dropship Unlocked, Josh Blackburn, a successful e-commerce expert and retention marketing agency owner, shares insights from his journey into e-commerce and the importance of retention marketing. He discusses how his entrepreneurial spirit and early experiences led him to e-commerce and the significance of focusing on retaining customers to increase lifetime value and profit per customer. Blackburn emphasises the importance of personalised communication and offers to new and existing customers, gathering zero-party data, and utilising various marketing channels like email, SMS, and retargeting ads for retention efforts. He also recommends creating content in a niche to build trust and tap into an audience's interest before introducing them to a business. Effective trust signals include customer reviews, testimonials, trust badges, and clear policies. The episode concludes with a call to action for listeners to engage with the podcast community, share the episode, and subscribe for more valuable insights.

• 00:00:00 In this section, a seasoned e-commerce expert and the owner of a leading retention marketing agency, shares his journey into e-commerce and the importance of retention marketing. Growing up, Josh was always fascinated by business and was inspired to start his first Shopify business in 2013, selling Men's Grooming products. He discusses how his early experiences and entrepreneurial spirit led him to e-commerce and the significant changes he's witnessed in the industry. Josh emphasises the importance of retention marketing, often overlooked in high-ticket Drop Shipping, and shares actionable insights and strategies for building a sustainable business through personalised communication and email marketing.

• 00:05:00 In this section, they discuss their early experiences in e-commerce and the mistakes they made, particularly around profit margins and trying to be too many things at once. Blackburn shares how their lack of industry knowledge and overwhelming information available today gave them the confidence to start selling, despite not fully understanding the rules. They also touch on the importance of focusing on one channel and mastering it before expanding. Blackburn then explains retention marketing as a way to increase lifetime value and profit per customer by utilising channels like email marketing and SMS to sell additional products to existing customers, which becomes increasingly important as customer acquisition costs rise.

• 00:10:00 In this section, the discussion revolves around identifying opportunities to sell to different customer groups based on their buying history. Blackburn suggests dividing customers into three core categories: prospects, one-time customers, and repeat customers. Prospects are those who have signed up for a discount but haven't bought yet, requiring an analysis of the conversion funnel to identify issues. One-time customers may need product education or improvements to encourage repeat purchases. Repeat customers, on the other hand, are valuable assets and can be engaged through surveys, user-generated content, and targeted marketing efforts. Additionally, Blackburn touches on the importance of understanding a customer's goals and ambitions to effectively sell them the product. He uses the example of Apple's business model, which combines high ticket items with consistent revenue from monthly recurring subscriptions. By analysing customer data, businesses can identify opportunities to sell additional products to their existing customer base, rather than solely focusing on new sales.

• 00:15:00 In this section, the importance of personalising communication and offers to new and existing customers is emphasised. Blackburn shares how businesses should tailor their communication based on customers' buying history and pain points. He suggests sending a survey to customers who have purchased only once to understand their next desired purchase and pain points. By asking specific questions, businesses can identify customers' desires and create targeted offers to upsell and retain customers. The example given is of a sofa brand that identified a pain point of customers getting bored with their sofa design and created interchangeable jackets as a solution. Blackburn also emphasises the importance of collecting zero-party data, which is data given personally by customers, to inform marketing efforts and create a better customer experience.

• 00:20:00 In this section, the importance of zero party data is discussed. Zero party data is more beneficial than third-party data because it is relevant to the business and customers, and it is not reliant on external platforms that may become less trustworthy or disappear. One effective way to gather zero party data is through quizzes on a website, which provide product recommendations and valuable insights into customer needs and preferences. This data can then be used to improve marketing efforts and increase conversions, even for high-ticket items where customers may only make a purchase once. The speakers emphasise that focusing on existing customers and selling to them again is an opportunity to boost gross profit margins, rather than constantly acquiring new customers. While acquisition is essential, retention is equally important, and the efforts put into customer acquisition can also be used to enhance retention and upsell or cross-sell to existing customers.

• 00:25:00 In this section, the focus is on retaining customers and the role of various marketing channels in the customer journey. Blackburn emphasises the importance of both acquiring and retaining customers, as retention relies on previous acquisitions. He believes email marketing is still the most dominant channel for retention due to its widespread access and affordability. Other channels like Direct Mail and SMS can also be effective, but email remains king. Retargeting through Google and Meta ads can aid retention efforts, but building high-quality email databases is crucial for expanding reach across various channels. The sophistication of marketing channels and the increased competition have made the effort and quality level higher than in the past. For those starting today, understanding unit economics, knowing product margins, and learning quickly are key to competing in the market. Additionally, starting a newsletter or blog related to the business but not directly selling can help build a relationship with customers.

• 00:30:00 In this section, Josh Blackburn discusses the importance of building a core audience in a niche through content creation before introducing them to a business. He suggests creating a blog in the niche and linking back to the store as a clever way to stand out and build trust. This approach allows businesses to tap into the audience's trust and interest, as opposed to relying solely on brand messaging. The conversation also touches upon the growth of influencer marketing and the diminishing ability to convert via brand profiles on social media. Blackburn encourages listeners to find him on LinkedIn, YouTube, and his website, Blackburn Digital.com, for more valuable insights. The conversation emphasises the significance of retention marketing and increasing customer lifetime value in high ticket Drop Shipping businesses.

• 00:35:00 In this section, Josh Blackburn answers a question from a listener named Rob cs312 about adding trust signals to a store to encourage customers to buy again. Blackburn suggests using customer reviews and testimonials as the most effective trust signals, emphasising the importance of social proof. He also recommends trust badges, such as those indicating free returns or fast delivery, and displaying payment symbols to make customers feel secure. Clear, customer-friendly policies, a professional-looking website, fast load times, and detailed, benefit-driven product descriptions are other trust-building strategies discussed. Implementing these tactics can significantly impact a store's conversion rate and help customers trust the brand more. The episode concludes by highlighting a recent positive review for the podcast from Sergey Saloio.

• 00:40:00 In this section, host Josh Blackburn expresses gratitude for listener reviews and engagement within the podcast community. He encourages listeners to share the episode with others who may benefit, helping to expand the community and deliver valuable content. Josh also promotes his book, "The Home Turf of Dev Voltage," and invites listeners to subscribe for more strategies and success stories. A five-star review is requested, and listeners are promised more insights in the next episode.

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