In this episode, our host Eitan Koter speaks with Steven Pemberton, a successful entrepreneur who has built two seven-figure brands alongside his wife and now works as a fractional CMO, helping other businesses achieve similar success. Steven's journey from corporate life to e-commerce is not only inspiring but also packed with practical advice for anyone looking to grow their own brand.

Steven shares how he and his wife transitioned from a struggling Amazon business to creating thriving e-commerce brands, focusing on cosmetics and home goods. He talks about the challenges they faced, including a major setback with Amazon that left them in significant debt, and how they pivoted to build a successful Shopify store primarily using Facebook Marketplace. His story is a testament to resilience, resourcefulness, and the importance of focusing on profitability rather than just revenue.

During our conversation, Steven offers practical tips on product selection, the importance of cohesive product images, and how to make your brand stand out in a crowded market. He also explains his approach to paid advertising and the critical role of storytelling in connecting with customers.

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Guest: Steven Pemberton, Co-Founder and CEO, Elevatum

LinkedIn: https://www.linkedin.com/in/stevenkpemberton/

Elevatum: https://linkpop.com/elevatum

Watch the full Youtube video here:

https://youtu.be/n_Cg32K-uIo

Takeaways:

• Building successful brands requires hard work, resilience, and the ability to adapt to challenges.
• Differentiation is key in a crowded market, and putting a unique spin on existing products can help a brand stand out.
• Creating cohesive and visually appealing product pictures is crucial for attracting customers and driving sales.
• Understanding supply chain and logistics is essential for maximizing profit margins in e-commerce.
• New brands should carefully consider their business model, capital investment, and market positioning before entering the e-commerce industry. Cohesive product pictures and messaging are crucial for standing out in the e-commerce industry.
• Facebook ads can be a powerful tool for driving sales, but the messaging should be tailored to the platform.
• Providing excellent customer service and quick response times can set a brand apart from competitors.
• Value-based marketing, focusing on the unique story and value proposition, is more effective than price-based competition.
• Product selection should involve thorough research, including analyzing customer reviews and identifying gaps in the market.
• Scaling and optimizing marketing channels, such as SEO and social media, are essential for business growth.

Chapters:

00:00 Introduction and Background

01:32 Building Successful Brands: Challenges and Lessons Learned

05:22 From Amazon to Shopify: A Journey of Adaptation

08:26 The Power of Differentiation and Cohesive Product Pictures

11:12 Navigating the Challenges of Amazon and Wholesaling

17:13 Maximizing Profit Margins through Supply Chain and Logistics

18:33 Advice for New Brands Entering the E-commerce Industry

19:55 Standing Out in E-commerce

20:56 Differentiating Through Cohesive Product Pictures and Messaging

22:22 Excellent Customer Service as a Competitive Advantage

25:15 Value-Based Marketing Over Price-Based Competition

32:02 Thorough Research for Effective Product Selection

35:47 Scaling and Optimizing Marketing Channels for Growth

38:25 Fractional CMO Services: Expertise for Business Growth