Episode 650: "I’m not sure which of my marketing strategies I should be focusing on- help!" | Coaching Session

Release Date: December 26, 2024

Introduction

In Episode 650 of The Product Boss Podcast, host Jacqueline Snyder sits down with Elise (also referred to as Chelsea) Moore, the creative mind behind Tosi Mom—a brand specializing in stylish, breathable, and versatile nursing covers designed to seamlessly blend with a mother's wardrobe. This coaching session delves deep into Elise's current marketing challenges and unveils strategic insights to propel her business forward.

Guest Introduction: Elise Moore of Tosi Mom

Elise founded Tosi Mom out of a personal need for a nursing cover that offered both functionality and style, providing her with the confidence to nurse in public comfortably. Since its inception in 2018, Tosi Mom has seen significant success, primarily through Amazon and Etsy, with Amazon accounting for a staggering 95% of sales. However, Elise faces uncertainty about which marketing strategies to prioritize to sustain and accelerate her business growth.

Current Business Overview

Elise shared her journey, highlighting the transition from in-person markets and Etsy to a predominantly Amazon-based sales model. Her best-selling products are the cream, black, and gray nursing covers, with the cream color leading at 66% of sales. Despite her success, Elise struggles with determining the most effective marketing channels to focus on, particularly whether to drive more traffic to her own website or continue leveraging Amazon.

Main Challenges: Choosing Marketing Strategies

Elise's primary concern revolves around optimizing her marketing efforts. She questions whether to channel her resources into enhancing her website's performance or to capitalize further on Amazon's robust platform. Additionally, she seeks ways to build engagement, foster community, and increase sales without spreading herself too thin across multiple channels.

Coaching Discussion

1. Leveraging Amazon as the Primary Sales Channel

Jacqueline emphasized the importance of doubling down on what’s already working. Since Amazon is the powerhouse driving the majority of Elise's sales, the recommendation is to scale her Amazon ads and optimize her presence on the platform.

• Quote: “[...] Amazon is going to give you the tools to showcase your products beautifully, manage inventory seamlessly and to connect with your customers around the world.” — Jacqueline Snyder [03:03]

2. Scaling Amazon Ads

Elise was encouraged to increase her ad spend on Amazon, especially during peak seasons, to further boost visibility and sales. Scaling ads can enhance product listing performance, driving more traffic and potentially increasing reviews.

• Quote: “If ads are working, put more money and it's like printing money. A dollar in, you get $4 out.” — Elise Moore [15:58]

3. Building and Leveraging Customer Reviews

Strengthening her review count on Amazon was identified as a crucial step. Positive reviews not only enhance credibility but also improve search rankings on the platform.

• Quote: “You could use backwards that people have used for you. So if you get reviews from people and they're saying I love it because of blah, blah, blah, use that language in your Marketing to say it back to customers.” — Elise Moore [09:53]

4. Utilizing Instagram and Email Marketing to Drive Amazon Traffic

Elise's substantial Instagram following (10,000 followers) and an email list of 1,800 subscribers present valuable assets. The strategy involves redirecting Instagram and email traffic to Amazon, thereby leveraging these platforms to funnel sales to the most profitable channel.

• Quote: “You have this really large following, but that's 7,200 potential leads right there that you could make up.” — Jacqueline Snyder [34:46]

5. Growing the Email List

Expanding her email list is pivotal for direct communication and future marketing endeavors. Offering valuable incentives, such as breastfeeding tips or customizable birth templates, can entice followers to subscribe.

• Quote: “Don't underestimate a list. Small, big, whatever it is. Like, don't underestimate it because also when your list is smaller, sometimes it's a higher engaged community.” — Elise Moore [15:19]

6. Content Strategy: Attract, Bond, Convert (ABCs of Marketing)

Elise was guided to adopt the ABCs of Marketing framework to structure her content:

• Attract: Create shareable, relatable, and engaging content that draws in potential customers.

• Bond: Develop content that builds trust and strengthens relationships with the audience.

• Convert: Produce content that directly encourages purchases, such as showcasing new products or special offers.

• Quote: “Attract content is the kind that you're, it's like a wide fishing net. [...] Bond is the reinforcer. Convert is new color now available on Amazon.” — Elise Moore [44:45]

7. Encouraging User-Generated Content and Community Building

Fostering a sense of community among customers by encouraging them to share their own experiences with Tosi Mom products can build trust and loyalty. This can be achieved through campaigns that invite customers to post their stories or tips.

• Quote: “If you have something that's shareable by like relatable and shareable by other product bosses.” — Jacqueline Snyder [44:45]

Key Takeaways and Action Plan

1. Focus on Amazon:

   • Scale Amazon ad campaigns.
   • Optimize product listings to enhance visibility and conversion rates.
   • Actively encourage and manage customer reviews to build credibility.

2. Leverage Existing Platforms:

   • Utilize Instagram to drive traffic directly to Amazon.
   • Expand the email list by offering valuable incentives and maintaining regular, engaging communication.

3. Optimize Content Strategy:

   • Implement the ABC framework to ensure a balanced mix of content that attracts, bonds with, and converts the audience.
   • Repost high-performing content during relevant seasonal events to maximize engagement.

4. Build Community:

   • Encourage user-generated content by creating campaigns that invite customers to share their experiences.
   • Focus on relatable and supportive messaging to resonate deeply with new and expecting mothers.

5. Gradual Expansion:

   • Once Amazon is fully optimized and generating consistent sales, consider strategizing the gradual shift of some traffic to the direct website.
   • Continuously analyze data to identify what works and replicate successful strategies across other channels.

Conclusion

This episode underscores the importance of focusing on successful sales channels and leveraging existing strengths to drive business growth. By concentrating on Amazon, optimizing ad spend, and effectively utilizing Instagram and email marketing, Elise can streamline her efforts towards scaling Tosi Mom into a thriving, multi-channel business. Additionally, developing a robust content strategy and fostering a supportive community will further solidify customer loyalty and trust.

Remember: Success in product entrepreneurship isn't about juggling every possible marketing strategy but about identifying and doubling down on what truly works for your unique business model.