episode 95: Akvile Defazio & Larry Pluimer

“Instead of just boosting boosts and driving engagement, get them off of Facebook and onto your own properties, like your website or your mobile app. You can do a lot more with those people already into your funnel, …whether it’s on your website through a pixel or the tracking code or if you’ve gotten them in your newsletter for email subscriptions.”

– Akvile DeFazio, president of AKvertise, Inc. 

EPISODE PREVIEW:

Today I present a NOT TO BE MISSED episode that delivers a dual short cut on two of the most important channels we work with as specialty brands – social media and online marketplaces (okay, THE online marketplace, Amazon). 

I feature two guests, Larry Pluimer, founder and CEO of Indigitous, an Amazon consultancy and marketing agency, and Akvile DeFazio, my new (and favorite) expert specializing in helping her clients stand out amidst the noise of social media using paid strategies, Akvile DeFazio. 

Larry’s segment is first, and he’ll be joining me on the podcast once a month going forward. We touch on the latest Amazon headlines in this quick-hit segment, enabling you to understand how Amazon is evolving (there has been a TON of news lately on Amazon, not to mention Prime Day, July, 2019, which is the day Larry and I recorded his segment).

Akvile’s segment is not just a 30,000-foot view on paid social media strategies or the state of key social platforms. She and I really dive in and the result? You get a down and dirty examination of what’s working and how you can use Facebook, Instagram, LinkedIn and Pinterest to your brand’s strongest advantage. Akvile shares specifics, tactics and recommendations on how to move the ball forward toward your social media advertising goals. 

Amazon, and social media, social media advertising and shoppable social are in a constant state of evolution. Today you’ll learn how these channels are evolving. Akvile’s segment will also give you implementable tools to help you utilize key social channels to get inside your consumer’s head and create a visual experience that engages and converts. Akvile also takes some of the stage fright out of executing a strategy; she’s all about progress over perfection

GUEST PROFILES:

Larry pluimer

Larry Pluimer is an ecommerce strategist with 20 years of experience helping brands and retailers successfully engage online customers. In 1998, Pluimer contributed to the team that launched Target.com. Ten years later he was responsible for introducing the Outdoor Recreation category on Amazon.com. Presently, Mr. Pluimer is the Founder and CEO of Indigitous, a thriving Seattle-based ecommerce agency that provides brands and their investors with the strategy and resources necessary to compete on Amazon.

Akvile DeFazio

Akvile DeFazio, President of AKvertise, Inc., lives for connecting people, and bringing consumers and brands together. She is a conversion driven marketer, who founded AKvertise to help businesses expand their online visibility and reach their goals. Born in Lithuania, she emigrated to Toronto to escape the Cold War, then grew up in upstate New York. After stints in Seattle, San Francisco, and Los Angeles, she has now planted long-term roots with her husband and their dog in Paso Robles.

TOPICS COVERED:

Amazon news headlines, Prime Day, Amazon’s evolution, Social media advertising, social media marketing, influencer marketing, online advertising, search engine advertising, paid social traffic, importance of video content, Instagram and Facebook Ads Manager, shoppable social media, tracking pixels, Instagram TV (ITV)

SELECT QUOTES:

Just have fun with it. This industry’s great. It’ll keep you on your toes. There’s always something coming out: a new channel, a new ad placement, and new features. Stay up-to-date with those and be on the forefront of it and test it out with your brand. If it doesn’t work, that’s okay. Not everything’s going to. Try something different.”

“Instead of just boosting boosts and driving engagement, get them off of Facebook and onto your own properties, like your website or your mobile app. You can do a lot more with those people already into your funnel, …whether it’s on your website through a pixel or the tracking code or if you’ve gotten them in your newsletter for email subscriptions.”

“The advertising landscape changes as a whole around the holidays because costs do go up, competition increases, and there’s only a limited amount of advertising space between Facebook, Instagram, or other channels that you’re advertising on. If you can get ahead of that curve and have a strategy together, and launch before it gets too saturated, and be rewarded by those lower costs, then you most likely will see better results.”

 [On posting content on LinkedIn as a publishing platform] “Do it. It is effective. …It’s probably the best organic visibility that you can get for your business.”

“Pinterest put up some really interesting stats: that 90 percent of the people that see something from a brand on Pinterest ended up purchasing that item.”

CONNECT:

AS MENTIONED IN EPISODE:

Shoppable Instagram Examples: Nike Women, ULTA Beauty

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