The Secrets of Concept to Conversion: Unveiling eCommerce Strategies With Josh Hadley

by | Jun 7, 2023 | Podcast | 0 comments

Josh Hadley
Josh Hadley

Josh Hadley is the Founder and CEO of Hadley Designs, an online graphic design boutique where customers can choose, design, download, and print home decor and invitations. Josh is also an e-commerce business consultant and the host of the eComm Breakthrough Podcast, which is dedicated to helping brands exceed eight-figure profits. Before starting Hadley Designs and eComm Breakthrough Consulting, Josh honed his business, marketing, and project management skills as an executive for American Airlines.

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

  • [7:08] The development and impact of AI on the business landscape
  • [11:23] Why Amazon sellers should develop original products
  • [13:41] Josh Hadley shares his initial Amazon journey — and how he attained 1,300 listings on the platform
  • [18:31] Hadley Designs’ product lifecycle 
  • [22:00] How to build brand loyalty on Amazon and direct traffic to the storefront
  • [29:06] Advertising products on personal PDPs (product detail pages)
  • [34:53] Josh’s projections for Amazon’s ad growth 
  • [37:16] How brands can leverage PPC to enhance organic rankings

In this episode…

Amazon has augmented its ad listings, with up to 60% of sponsored products displayed on the top-of-search page for generic keywords. How can you launch and sustain relevant products in this competitive landscape?

According to e-commerce master Josh Hadley, launching a consistent stream of new products boosts market share. Directing traffic to these products requires creating promotional messaging on your Amazon storefront and advertising on your product detail pages (PDPs) with defensive campaigns. This eliminates competition and allows you to cross-promote relevant products. When running ads on your PDPs, you should leverage PPC campaigns through sponsored displays to support organic rankings.

In this episode of What The Teck?, Rolando Rosas and Dave Kelly welcome Josh Hadley, Founder and CEO of Hadley Designs, to discuss elevating product conversions on Amazon. Josh explains how to build brand loyalty on Amazon, the importance of launching original products, and how to harness defensive campaigns.

Resources mentioned in this episode:

Sponsor for this episode…

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Episode Transcript:

Josh Hadley 0:00

One of the things I got the most feedback about was our launch strategy, and how we target specific keywords on Amazon. In the past, and a lot of the PPC courses that are even still running today, a lot of people say, hey, you’ve got to start with your auto and your broad campaigns to begin, you use a low budget, but then you’re just going to be mining for those keywords. You’re going to be mining for Golden keywords or your diamond keywords, so to speak, right? So basically, what you’re saying is, I’m too dumb to know what the keywords are that I should be targeting for my product. And Amazon knows better than I do. And I’m just going to spend money and let Amazon tell me what’s working and what’s not. All right. It’s a misconception,

Rolando Rosas 0:48

right. And so then what’s the antidote to that?

Josh Hadley 0:52

So the way you do it is you already are smart enough. And so what we do is we take the keywords, we’ll run them through Cerebro, right, sometimes that list is going to be two 3000 keywords long. What we do is we have a team member, I know this sounds tedious, but I promise it’s going to pay off, you will take keyword and you are going to enter that keyword into Amazon. So first, make sure they’re relevant. Then you’ve got four buckets of keywords. These four buckets are shop keywords, semi shop keywords, third would be browse specific, and then browse general. So those are our four buckets. Okay, so the pro tip here is when we launch our products, we only launch our keyword campaigns using shop in those semi shop keywords only. We don’t turn on any auto campaigns, no broad campaigns, and we have been crushing our product launches 30 to 50% A cos consistently for brand new products that have never seen the light of day on Amazon. And so for us like if that’s the A cos we’re getting to begin with, like we’re just going to start crushing the competition interesting

Rolando Rosas 2:01

Wow.

Intro 2:15

Welcome to the What The Teck? podcast where we talk about business and Office Technology and put our 20 years of expertise to discussing trends and issues impacting the workplace.

Rolando Rosas 2:27

Hi, it’s Dave. Dave in your row.

Dave Kelly 2:34

Take it for a day boss for a day. Oh my

Rolando Rosas 2:37

goodness, I had, I don’t know I went I had a little brain fart. So I’m actually Rolando. 

Dave Kelly 2:42

And I’m Dave. 

Rolando Rosas 2:44

And welcome to the What The Teck? podcast. And we are in part six of our special series on how to grow your business faster on Amazon. And today we have a special guest, Josh Hadley. He’s an E commerce business growth expert and will provide insights on how he’s grown his business on Amazon. And as always, if you want the full experience of the podcast, make sure you wear your headphones because we’re gonna have some special effects and some other things that will enhance the experience. You definitely

Dave Kelly 3:14

want to have your headphones on when I give big props to some friends of the show here. You know, gotta give big props to a past guest and VIP with Amazon sellers. Chad Rubin Chad’s, the CEO and founder of Profasee, which is a SASS platform that every Amazon seller must check out. They’re embracing AI within a pricing tool that will help you grow your sales and more importantly, increase your profits. Also big props to Bradley Sutton and Helium 10 Yeah, this guy we have a thing or two to learn from him over here Rolando. Yeah host of serious sellers podcast, and they must be doing something right. There’s something hot going on over there because they recently surpassed 3 million podcast downloads within two and a half years. And I heard that recently in the past 30 days. Their last four episodes have been breaking download records. So if you’re an Amazon seller, yeah, you check out us Chad Rubins interview with us over@circuitloops.com Make sure that you check out Brad Sutton with the serious sellers podcast. Rolando

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