Episode 022

Joshua Marsden

 Owner of CVO Acceleration

Proven Podcast Marketing and Advertising Strategies

to Monetize Your E-Commerce Business


Taking Care Of The Tech.


About This Episode

In this episode of The Content Coalition, we interview Joshua Marsden, Owner of CVO Acceleration, a marketing agency that helps E-Commerce companies scale by helping them overcome their bandwidth and marketing challenges by providing a marketing team focused on helping to reach their online sales performance goals. 

Joshua is an MBA graduate, author, and founder of CVO Acceleration Performance Marketing Agency. You can find his book, Facebook Advertising Trends and Strategies for E-Commerce 2019 Edition on Amazon and on his website. 

He’s been able to be in various media outlets and blogs, including Entrepreneur on Fire, SuperFast Business, The Huffington Post, DigitalMarketer.com, BigCommerce.com, and more. In addition, Joshua’s been on stage at DigitalMarketer’s Traffic and Conversion Summit several times. 

Tune in as Joshua shares the secrets to make your podcast work and how e-commerce businesses can leverage the power of podcasting and broaden your product’s reach and create raving fans.

What You’ll Learn

  • [00:56] Joshua’s beginnings and how he started CVO Acceleration Performance Marketing Agency
  • [05:41] The e-commerce businesses who are standing out on podcasting 
  • [06:49] Shaina’s thoughts on why Dave Asprey’s podcast “Bulletproof Radio” is a perfect example of a podcast for an ecommerce business
  • [08:00] Joshua shares his ‘things to do’ before starting a podcast
  • [10:10] Joshua’s must listen podcast shows 
  • [10:38] How you can reach out to Joshua for help

About Shaina

Shaina Weisinger is the Founder and CEO of Repurpose House, which turns long-form content into optimized videos and images for high engagement social media strategies. Shaina has a background in video production for digital marketing and is on a mission to show content creators the untapped potential and repurposing power of the content that they already have. She has taught about content in many publications including DigitalMarketer, Inc., and Startup Nation, and continuously offers valuable takeaways by interviewing industry experts from world-recognized brands such as GoDaddy, HubSpot, MarketingProfs, and more through her video podcast, The Content Coalition. She loves to laugh loudly, be obnoxiously competitive on the volleyball court, treat her dogs as her kin, and recover from tripping on or running into almost everything within a five-foot radius. Learn more about Shaina here: ShainaWeisinger.com

Read Episode 022 Transcriptions

Shaina:                 I’m Shaina. I love dogs. I trip a lot and I happen to have a knack for making pretty sleep videos for businesses. But the more videos we made, the more questions I got about how video and other content can be leveraged to make a bigger impact in their marketing. I mean, 44% of marketers say that producing content is their biggest challenge. Get content marketing is 62% less expensive than outbound and produces three times more leads. Now I know a lot, but I certainly don’t know at all. So I made it my mission to talk with content, kings, queens and bosses to learn as much as I could about crushing content marketing. And I’m taking you along with me. Welcome to the content coalition.

Shaina:                 So today we’ve got Josh Marsden and he’s gonna tell you how to make your podcast work and help with anything e-commerce related. So I’m super excited because we never really talked about that yet. Yeah. For having me. I really appreciate it. Of course. So just first things first, tell us a little bit about yourself.

Joshua:                 Sure. Um, well, I’m a single dad and, uh, you know, I started my business because a company gave me an ultimatum and said that, uh, in order for me to stay at the company, I would have to change my schedule with my son and I’d have to put in extra hours basically, yeah. And lose hours with my son. And I just wasn’t okay with that. And so I dove in entrepreneurship. I went all in, I didn’t go half and half out. You know, a lot of people when they start their businesses, yeah. It’s typically like trying to do it while they’re working full time. I didn’t take that approach. I just dove in and just said, I’m going to do this.

Shaina:                 That must been terrifying.

Joshua:                 Um, not really.

Shaina:                 No.

Joshua:                 I mean, you know, for a lot of people probably is. Yeah. But, uh, I wasn’t really terrified. I was just so fired up. I was like determined to make it happen and I wasn’t gonna let anything stop me. And, uh, I just use all sorts of different, like sources of motivation for that first, especially 12 months. And I just was like, angry. I was angry, a lot of different things and I just channeled it into like building my business and, and getting, like basically getting started and uh, and then building from there.

Shaina:                 That’s so cool.

Joshua:                 Yeah.

Shaina:                 Very cool. So tell us about, um, your business then. Sure. Yeah.

Joshua:                 Yeah. So CVO acceleration, you know, online sales funnels. Uh, we focus on e-commerce companies, we help them with Facebook ads and also sales funnel build outs. Um, so, you know, we’re very, you know, a client centric and we really build longterm relationships with e-commerce companies that want to utilize us to grow and do better with when it comes to Facebook advertising and know generating profits, getting results out of Facebook ads. And then if they need sales funnels because they don’t have them, cause a lot of e-commerce companies don’t even know what those are. Right. Then we have, I know. Yeah. So we help them like be able to implement that. So this way they don’t depend on their website for the low conversions on a website typically does.

Shaina:                 Right. So I know that this may seem like a weird disconnect. Like, we’re driving e-commerce on a podcasters podcast, right. But we talked yesterday about how, how a podcast can help leverage your business online. So what do you think about that?

Joshua:                 You know, so here’s the thing. So e-commerce companies have such a hard time with brand, right? Right. Yeah. Brian Marketing, brain message, just marketing in general, you know, they typically aren’t marketers at all, right. And they don’t know like how to really figure out how to communicate their brand story and a podcast is a huge channel. Sure. And it’s an easy channel really. Yeah. You know, because like it doesn’t, it’s not like, you know, video production is a little more challenging, although videos powerful. Yeah. But are you, you know, you just put yourself on a Mike, you know, talk about, you know, your brand, talk about some sort of relevant topics related to your products. Um, and, and you can easily like put together some sort of content marketing strategy around a podcast and then you can deliver it. So you always different distribution channels to be able to get traffic coming into your business as an e commerce company. So, you know, podcasting is super powerful for e-commerce or any other type of company and you know, you shouldn’t neglected because, you know, podcasting is on the rise as we know.

Shaina:                 Right! That’s why we’re here.

Joshua:                 Right. I know. I agree. I agree. Yeah. I mean, podcasting is on the rise is continuing to be on the rise because you know, you’ve got car play going into, you know, cars now where you can integrate, you know, your apple phone. Yeah. You know, uh, you’ve got different distribution channels like emerging all the time. I mean, you know, like you’ve got iTunes, you’ve got soundcloud, you’ve got stitcher, etc. You know, so you’ve got all these different channels to get your content out there. So podcasts, it’s powerful and it’s also fairly easy, I don’t want to say easy, but fairly easy. Yeah. She’s approachable to be able to create content around using a podcast channel.

Shaina:                 Yeah. It’s like, I don’t want to say it’s entry level, but like anybody can really do it. It’s not expensive, you know? I mean, you can get started in your closet, you know, really. Um, yeah. What I find interesting is a lot of e-commerce, like people who are doing e-commerce maybe well but not to the best of their ability or just like, here’s the product, right? This is the product, this is why the peroxisome and this, the backstory I feel like is huge and people don’t utilize it.

Joshua:                 I know. Yeah. I’ve got a few uh, coaching clients and I’m one of them in particular. This makes me think about him because he just doesn’t know how to articulate like the deep value, like the emotional impact of his product. And I’ve had to coach him on that. Yeah. And um, it just goes into what you’re saying that uh, a lot of times e commerce companies just think about the products about the features and they keep it very kind of light on how they describe features and benefits. And you really got to go deep when it comes to messaging and your marketing. Yeah. And I’ve been coaching him in particular on going deep and creating that deep emotional response. And e-commerce companies just don’t really, they have a hard time with this. Yeah.

Shaina:                 Yeah. Well, it’s just so crazy because like pod tells the centers are sticky, like they invite you into their lives for 20, 30, 40 minutes at a time. Right. Right. So that’s like the ultimate customer because then they become like hardcore fans and they’ll buy whatever you’re solid them. Right. I mean, if they’re that invested in you and your voice, right. Or video or whatever. Right. So it almost seems like a no brainer to me. Totally. So who do you who right now, um, as an e-commerce companies doing it right or doing it well? Do you know anybody that he’s at home?

Joshua:                 Yeah. You know, honestly, I hate to say it, but, um, I don’t really keep up too much on podcasting these days. Yeah. Like as far as like content, you know, shows and stuff like that. I mean, I’m, years ago when I was starting, I definitely dove into, you know, really consuming a lot of that. Yeah. You know, like entrepreneur on fire, you know, a bunch of others. Sure. Uh, so I can’t really think of anybody that’s really like producing a channel that’s any commerce doing it effectively. If anything, that’s a good thing. If anything, it means that there’s a huge opportunity for e-commerce company to actually take that medium and use it because it’s now a lot of competition with e-commerce companies on that meeting.

Shaina:                 For sure. I mean, the only one that really blows my mind up is a Bulletproof. Yep, Yep. Resolve something. Yeah. Right. And I mean, and he, you get so much value in information out of the podcast. I mean, it was funny, I interviewed a Russ, Nick and compare it and they were like, we had to stop listening to the podcast because we felt like everything we’re doing in our lives was horrible and unhealthy. Cause every time you’d have something awesome to tell us, right. And like, they’re like, what about I’m drinking the wrong coffee or I’m drinking or I shouldn’t, you know, it was just like, then he dives into his product. So it’s like, it’s such a smart segue into it.

Joshua:                 Yeah. Yeah. Actually, you know, that’s actually a good example. Like for e-commerce companies watching this, they should honestly trunk tune in to bulletproof radio. Listen to what Dave Asprey’s doing and think about how they can do the same thing for their own use.

Shaina:                 Yeah. Listened to how he is, you know, promoting the products. Listen to how he’s like creating his actual episodes. I mean what the funnel looks like. The everybody says that if you want to go and see how your competitors were doing well, are doing go and do what they think their process. Right. Go through it. Why not? It’s worth the investment at that point.

Joshua:                 Funnel Hack, emulate what’s working for your competitors are for, or nine competitors is companies out there that are selling physical products and just, you know, if you see someone that is successful and they’ll see what they’re doing and see what you can essentially copy without directly copying, copying the idea.

Shaina:                 Yeah. You know what I mean? So yeah. Yeah.

Joshua:                 Add your own designs. Do I add your own message to it? But yeah, there’s lots of learn from bulletproof radio and Dave Aspery cause I mean his business is kicking ass and taking names. Yeah. Am I allowed to cuss?

Shaina:                 Yeah. Okay, cool. Yeah, this is not a children’s show. Okay, good. They’re, I’m sure they’re adorable children, podcasters, but we’re not really talking about that.

Joshua:                 Good. Okay, good. Okay, sounds good.

Shaina:                 Um, so is there anything else that you think, um, that either businesses who haven’t embarked on podcasting or existing podcasts, we want to leverage it in another way it should know, like any gem of knowledge that you want to share with these guys?

Joshua:                 Yeah, you know, I mean just when you approach podcasting, um, have a good business plan behind it. Have a good habit as a part of your overall funnel strategy to let you know, because I’ve seen this time and time again cause I’ve been around podcasters cause I actually did have a podcast. It’s still up on iTunes a build your utopia and we interviewed like Ryan Deiss, Ryan Laveck. I always mentioned the Ryan’s first for [inaudible] for whatever reason.

Shaina:                 I don’t know Shannon Hernandez, we talked about her yesterday

Joshua:                 Shannon Hernandez, I’m a bunch of John Lee Dumas and lots of other, yeah, heavy hitters. They committed to this and it was about work life balance. Yeah. But what I learned by being in the podcasting community is that everybody like thinks that just starting a podcast, you’re gonna make money. Yeah and no, it’s all, it is just traffic into a funnel, traffic into a funnel. So you have to have a good strategy. You know, I’m on top of your podcast. So the podcast is just that content, that and that traffic that’s going to go into whatever offer you’re promoting on your podcast. So you really want to put a lot of like, you know, attention and, and thought into like what’s your strategy is what your offer is going to be on your podcast. You know, what’s the next offer you’re going to promote, you know, to that person and so forth and have that entire process at funnel systematized built out.

Joshua:                 Whether you’re using infusionsoft or Clavio or active campaign or whatever. But how that entire process built out this way, you see the Roi from doing a podcast because otherwise it’s just, oh, it’s just content you’re putting out there that doesn’t do anything. But if you have it as a part of like an overall funnel strategy, which I can help you with, you know, that’s where you can see the true Roi from using a podcast and it can be very powerful as we’ve seen with like bulletproof radio and I’m sure there’s plenty of other examples out there.

Shaina:                 Yeah, yeah. Because people are asking all the time, how do I monetize? How do I want to have something greater that your podcast to funnel podcasting funnel. Yes. Yes. Alright. Love it. Cool. So thank you so much. Um, I know usually ask what podcast podcasts we’re listening to you. You said you haven’t really been lately and I still listen to it. Which ones there

Joshua:                 Ah Perpetual Traffic. Yeah, it’s really good with a Molly Pittman and Ralph Burns and Keith grants, you know, they’re awesome. Cool. Bulletproof radio. I listened to the model health show is pretty awesome as well. Um, yeah, there’s a few others I dabble in.

Shaina:                 Gotcha.

Joshua:                 From time to time.

Shaina:                 Gotcha.

Shaina:                 I’m hearing this, I’m hearing you, but I’m hearing the boom clash song. We’re at traffic and conversion if we haven’t mentioned that yet. There’s like a party going on behind us. Yup. We’ll call. So if anybody wants to get ahold of you, how do they do that?

Joshua:                 Sure. Well, you know, um, I’ll just give you my email. First off, I would just, uh, go to, uh, email me at Josh at Cvo XL, so Cvo XL a c, c e l. Dot com and a, you can get in touch with me and my assistant also, you know, uh, answers some of my emails and, and uh, if we’re a good fit for each other, great. If not, I’ll still provide a ton of value and impact and help you with whatever challenge you’re faced with when it comes to genuine results in your e-commerce business using funnels or podcasting, you know, basically entire funnel process. I can help you out with.

Shaina:                 I think that you’re valuable on social too. Like I like seeing what you posted at work. Can they find you on social?

Joshua:                 Yeah, that’s a good idea. Um, I, I love my Instagram. Like it’s, it’s kind of like my personal channel, but it’s also the brand. Yeah. And so I’m representing my brand on there. And, um, and I tried to put out valuable content and good messaging and motivational stuff and you know, at the same time, tips and tactics and things like that. So

Joshua:                 Go ahead and, uh, or if you just, if you just look for Cvo acceleration on Instagram, you should be able to find me. So.

Shaina:                 Awesome. Well, thank you so much. Thanks for having me. Great to see you guys next week. Thank you so much for checking out this episode of the content. Now, whether you’re listening or watching, make sure that you subscribe to the Youtube Channel and to whatever platform you’re listening to at on because you’re not going to want to miss out on the incredible things that I’m learning with these amazing content marketing pros. So make sure you subscribe and we will talk to you next week.

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