August 1, 2025 • 22 mins
We sit down with Raminta Kersulyte to explore the art of content strategy in the eCommerce space. Learn how to create engaging and impactful content that resonates with customers and drives conversions. Raminta unveils the secrets behind crafting personalized messaging and effective customer journeys, making it an essential episode for anyone looking to enhance their eCommerce brand’s narrative.
Listen on Podbean:
https://brainworkframework.podbean.com/
Connect with Raminta Kersulyte:
LinkedIn: https://www.linkedin.com/in/raminta-kersulyte-1845b979/
Company Website: https://wfma.agency
Connect with Chris Troka:
LinkedIn: https://www.linkedin.com/in/christopher-troka-3a093058/
Website: https://focused-biz.com/
Website: https://christroka.com/ #brainwork #framework #business #director #ecommerce #strategies #growth
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
It's such a crazy idea to listen toyour customer, but why is it crazy?
(00:03):
Aren't you producing theproduct because of the customer?
Isn't that the reasonwhy we're doing all this?
Absolutely.
And when people are seeingthat you're making improvements
based on their feedback as well,how can that be a bad thing?
Everyone will love that.
You listen and you actually implement.
You are listening to Brainwork Framework,a Business and Marketing podcast,
(00:25):
brought to you by Focused-biz.com.
Welcome back to another episode.
With us today is a director and strategistfor e-Commerce stores with WFMA.
They are full service e-commercemarketing agency dedicated to helping
brands with annual business revenuesbetween a hundred thousand euros and
1 billion euros to unlock new growthopportunities online, scale their
(00:47):
businesses effectively and sustainably.
Raminta.
So excited to have youon how you doing today?
Thank you.
I'm really good, Chris.
How are you?
Thanks for having me on the podcast.
I'm doing so great.
So excited to chat more with you.
We were chatting a little bit before butwe also like to ask our entrepreneurs,
what were you doing before that kindaled you into what you're doing today?
I guess I'm probably one of the notfew people but I haven't actually moved
(01:13):
into marketing from anything else.
That's what I've studied.
That's what I've worked in.
That's what I'm doing now.
I have sort of transitioned fromdifferent parts of, let's say my
background is in retail marketing and pr.
And my sort of early career and studieswere in fashion marketing specifically.
So I worked and studied that andI worked in house for quite a
(01:38):
few years for different premiumand luxury brands in London.
That's how I got into the e-commerceside of things more so started in
traditional retail, sort of got my verytraditional retail training from the
likes of Leviton and all things and so on.
And then moved into the more digitalside of things as soon as I graduated and
(01:59):
that was start tested different parts ofmarketing, e-commerce, when I was going
into it, I think the industry was in avery different place from where it is now.
So, started as a very broad digitalmarketer, performance marketer
moved into more of e-commercerole, email marketing, web content.
Did a lot of different thingsbut the common thing between them
(02:22):
is that I'm working still withonline retail, physical retail.
Mainly retail brands.
Mostly e-commerce but sayingthat we do a lot of work with
tech and B2B as well these days.
Some things have changed, certainthings have remained but I'm
definitely on kind of the same trackas I was quite a few years ago.
That's very cool.
(02:43):
And it sounds like you have a wide rangeof experience that makes you well-rounded
so you can pull from all these differentexperiences to help you with your clients.
And e-commerce, it feels verydifferent than traditional
websites but it's still the same.
Like we're still trying to convince peoplethat our product or our service is worth
purchasing and then we have next stepsto the sale but e-commerce, it's like
(03:04):
going for the commitment right away.
How does that change your strategy?
What works well for e-commerce?
What can business owners learn frome-commerce stores that they could maybe
implement to their traditional websites?
So I think one thing that we candefinitely learn from e-commerce and a
lot of B2B brands could be implementingthat as well is like digitalizing some
(03:24):
of their products and selling themonline as well, just like opening a
new revenue stream of selling eitherworkbooks or worksheets or anything.
That's definitely one.
And I think as you were sort of sayingin your question as well, it's not
really that different because in the endof the day, we're businesses marketing
(03:45):
to people in any case or scenario.
The difference is only in the productthat we sell and how much of a trust we
need from the person to be able to buy.
How much education do we need toput in to for someone to understand
the value and what we're offering?
So in the end of the day,it's not that different.
Just the product and the clientlife cycle is very different
(04:09):
for a different industry.
And therefore, your channelswill be very different.
Your strategies will be verydifferent depending on the industry.
But at the end of the day,we are marketing to people.
So in that sense, not a lot changesthere and not a lot of the time,
but I see brands forgetting that andthinking like, we are B2B, but still
behind every brand, there's peopleand you are talking to the people.
(04:30):
So whatever kind of business you are,you need to think about your client,
think about what is important forthem, how to bring them value and
present that in a digestible way.
Absolutely.
And I definitely see a lot of businesseswho have benefited from adopting
an e-commerce model where they willput a cart and products and services
(04:51):
online, where now users can justeasily find the product that they
want, the service that they want, addit to their cart, and now check out.
And it's been very helpful for alot of those businesses and I've
even tried it myself for my weddingDJ business here in the States.
Something about it is easier for consumersto understand and the self-service
option seems to be really great.
(05:12):
So kind of marrying all thoseelements together but you have an
entire strategy behind e-commerce,starting with the data that goes
into it, the customer experience.
Can you go over your strategy andhow you kinda look at e-commerce
brands to build them up?
Yeah, it all comes back to the dataand that's the first thing that we do.
We look at their data and a lot ofthe time, especially the brands that
(05:35):
are smaller that come to us, theymight think that they're problems are
somewhere else than they actually are.
So without looking at the data.
If you were a doctor and someone justtold you, I've got this and that, give
me a prescription, you wouldn't prescribea medication without doing your checks.
So in the same way we do our checks tomake sure that what we're being asked
(05:55):
to deliver is actually what the clientneeds based on their goals and KPIs.
So a lot of the time that research partreally directs everything else that we do
after that because I tend to always lookfor sort of low hanging fruits first.
Get those out of the way, get themost return as soon as possible,
(06:15):
show that value to my client as well.
And then from that we can forma bigger picture strategy.
That is always a longer term,obviously being a strategy.
And then we can see at whatchannels we may need to bring in.
We need to work on conversion orif we need to work on getting more
traffic on the site and so on.
So it kind of always goes back tothe data and it's hard to say one
(06:39):
strategy that works for everyone.
Obviously there's a lot of tacticsthat we can use that definitely do work
for everyone, like personalization,segramintation, understanding your
customer lifecycle, talking to themin the way that you do understand
the lifecycle but when it comes tostrategy, that data really does tell
us what we need to be then doing next.
(07:01):
Right.
Because without those informeddecisions, it's kind of like we
don't know which direction to go.
If we don't know what has worked inthe past, how do we feel confident in
making a decision for our own businesssake to decide what we want to do but
I love that you customize the strategy.
Like we take best practices, we knowwhat has worked well but it's really
depends on the industry or what they'reselling and who their audience is.
So all those factors reallyplay into the custom strategy
(07:23):
that you're trying to implement.
Absolutely.
And I don't believe in a cookiecutter approach these days.
I think long past that in termsof how elaborate these days our
marketing campaigns are and differentchannels involved and so on.
So you can't really just be doing thesame as everyone else because that's
not gonna get you a better performancethan everyone else else's and if
(07:44):
you want to be growing, you have toovertake your competitors essentially.
Absolutely.
And now once we have people toour store, how do we provide them
this seamless customer experience?
Because oftentimes there's stickypoints, there's friction in the
buyer's journey and they don't feelconfident taking that next step.
How do we create that seamlesscustomer experience for them?
(08:06):
And are there any tipsto help improve that?
Yeah, so what we're seeing a lot with theclients that we work with is the websites
that don't have enough information forsomeone to be able to make that decision.
So a lot of the time you have awebsite that's doesn't have enough
information about your product, abouthow you do things, why you do them,
(08:27):
who you are as a brand or has all ofthat information but it might not be
presented in the way that we as humansunderstand, so then it still doesn't work.
So I think it's important to track whatyour customers are doing on your website.
I love UX tools, like your heat maps andyour live recordings and by watching a
(08:48):
good dozen of those, you can start seeingthe patterns of where people are getting
quotes and then using that information todictate your actions and what you want.
AB test, maybe you can see that acertain banner is not working or
product descriptions are a problem ofsomeone's reading the product description
but then they're leaving the page.
(09:08):
So again, going back to the data andI don't see enough brands doing that,
especially on the website side of thingsand especially the smaller medium brands,
they just try to throw a lot of spaghettiat the wall at hope that something will
stick but not really understand whyand where people are having issues.
Simple things like taking feedbackin from your customers and then
(09:31):
actually putting that into practice.
Someone's telling you that this productcould do better on this certain thing.
And you hear the samefeedback again and again.
That is a clear sign that you should bereally looking at the product design.
And just incorporating thosethings into your FAQs as well.
And just making sure that people geteverything that they may ask even before
(09:52):
they contact you and then your customerservice stays as the last point of
contact when there's actually an issue.
I don't know if that answers the question.
It absolutely does but it sounds like acrazy concept for a business to actually
take feedback from clients or I guess itseems like many businesses don't listen
to their customers even when they'reyelling at the business and saying,
this is what we like and what we want.
(10:12):
So to hear businesses actually wantto implement what the client wants.
I feel like this is ano brainer for people.
People need to implement thesestrategies of what the customer is
looking for and oftentimes that lackof data, lack of information, will make
me turn away from a website as well'cause I feel as if they don't know
it well enough to provide that to me.
(10:33):
Exactly.
And it's such a crazy idea to listento your customer but why is it crazy?
Aren't you producing theproduct because of the customer?
Like, isn't that the reasonwhy we're doing all this?
So why is it?
But I heard it so many times for myclients as well and especially like the
the C-level executives that are beinglike, no, we can't ask our customers.
(10:55):
Don't talk to them.
And like I've seen other brands reallytaking that on board and creating a
close circle of customers that are thebest customers and then taking them
out for dinners every other month andchatting to them and understanding
what is good with a brand right now,what is bad, where we could do better.
And they really gain a lot from that.
Not only the client or customer reallyfeels like they have been invited
(11:20):
into the brand and really acknowledgedas a VIP customer for example.
But also there's so much information inhaving that conversation that is wild
to not actually ask those questions.
I agree.
And I only ask because our referenceshere is many of our large businesses
are increasing prices and removingfeatures and taking away the features
(11:41):
that we all enjoyed or liked about them.
So I definitely agree you wanna have thatfeedback from your customers and I think
that creates more meaningful engagement.
You're creating this dialogueand conversation with them.
You're getting direct feedback fromyour customers and if they start
to love your brand even a littlebit more, they can become promoters
and referrals for your business.
Absolutely.
(12:01):
And when people are seeingthat you're making improvements
based on their feedback as well,how can that be a bad thing?
Everyone will love that.
It's because you listenand you actually implement.
I see it as a no brainer but it'sinteresting that value of that
needs to be communicated to alot of brand owners out there.
Absolutely.
Now, when it comes to e-commerce as awhole, I guess from my perspective and
(12:24):
what I've seen is some people will focuson a one product store and they make that
about their brand and they really go hardon the one product versus some stores
will do, maybe 5 to 10 or even a hundredplus products inside of their store.
Do you feel like one or the other isbetter or does it depend on the person?
I think it depends on the productand the sort of channels that you
(12:46):
decide to go for and how you makesense out of your numbers as well.
I haven't seen very many stores that dovery well with the very few products.
Obviously your product needs to be reallynailed down, really well to make sure that
there is that market product market fit.
Most of the time I think it'swithout expanding the range too much.
(13:08):
If you know your niche and you can offermore products for that specific niche,
it's easier because you have somethingto get that return customer for as well.
One thing how brands do the one producte-comm store, well, I don't know how they
retain their customers 'cause you need toacquire and at some point you're gonna run
(13:28):
out of the number of people to acquire.
So in that sense, I think more productsbut still curated that makes sense
and not just sellingeverything for everyone.
I think that works better but I justhaven't been a witness of very many
brands that do the one product econ world.
No, I definitely agree.
I've been interested to see howpeople follow the direction of others
(13:51):
or what they think might work best.
Everyone can have their ownsuccess in different ways.
But I see a lot of people online andon YouTube promoting e-commerce as a
great way for many young people or newentrepreneurs or struggling entrepreneurs
to try a new business venture and justgo into e-comm and do some drop shipping.
Are there success stories of this thatyou've seen before or are these kind
(14:14):
of seasoned business professionalsthat you've been working with?
I've seen success stories.
I think sometimes there's a bigelement of luck in there as well.
And I think it always still comes back tothe product market fit and that can have
a bit of a lack element in that as well.
If you got it right for whatever reasons.
(14:34):
If you're a novice or you're a seasonedprofessional, it doesn't matter if you
got it right, you have a good chanceat making it happen or even if you
do as anything else, it takes time,it takes work, it takes understanding
of things to run any business.
So dipping into e-commerce andthinking that's it's an easy way out
(14:55):
is definitely not the case becauseif you're not gonna put the work in,
it's not gonna work for you anyway.
So I think there's a lot of richquick tactics out there these days
but even if you run on just purelyluck for a few months or years,
it's not a long-term strategy.
So I don't see it as specificallyas like a Pandora's box.
(15:15):
If you don't know what to do with yourlife, go do something with e-commerce.
Definitely not.
It's a very competitive landscape,especially these days and businesses
are popping up here and there andif I check back in on brands that
I was working with five years ago,I wonder how many would be around.
I know with fashion specifically,many of those that I was working five
(15:36):
years ago, they're not around anymore.
So it's not something that justprints the money out of nowhere.
You have to put thework in, unfortunately.
Yeah.
And if you find that fancymoney printer, let me know.
'cause I think we're allinterested in finding that.
Right?
Please do.
I don't know if I believe that it exists.
I do believe that you can be in theright time, right place but even then,
(15:58):
if you're not gonna continue workingon it, making it better, you're gonna
fall off the cliff at some point.
Absolutely.
And considering e-commerce and covid thathappened where many of us were staying
home and it changed our shopping behavior.
It shifted more towards online.
The focus was Amazon but othere-commerce brands were able to be
(16:20):
successful during that timeframe.
Have you seen a shift or a trend changein the other direction now or is the
demand still pretty solid and consistent?
Post covid.
I think there's definitely beena bit of a drop since things
opened up again since Covid.
I actually went in full-timeon this business in 2020, which
(16:40):
was just a year before Covid.
So the timing was right for me right therebecause everyone who wasn't online, they
needed to get online right there and then.
So a lot of things in thee-commerce landscape, definitely.
I think it like fast forwarded theindustry online by like five years because
(17:00):
people were not rushing certain areas orcertain niches were not rushing online.
Luxury fashion brands included,they were not the ones to be
pioneering the digital way.
Not at all.
But then COVID made everyonego online and people did.
And they had to make the bestout of it as quickly as possible
because there was no retail anymore.
(17:21):
I think when the retail doors openedagain and I see this in myself as
well, I like to sometimes pop out andgo to the shop, especially if it's
something to smell, to try on, to
touch or if I know that the storeexperience is gonna be nice and it might
just be an added bonus for me besideshaving a walk and not just sitting
(17:41):
in front of your computer all day.
So I think there's a bit of a shift backbut I definitely think the retail is now
expected to be much more experiential.
So it's not enough to justhave the product there.
It needs to be better than the onlinebecause honestly, if it's just for
the convenience, then I'll definitelysearch online, find the product on
the cheapest platform that I can orthe one that has the fastest delivery,
(18:06):
whatever it may be and I'm gonna buy it.
So retail needs to give me that additionalthat online can give me these days.
But I think blending ittogether is really cool.
And I see a lot of my retail clientsstarting to nail down their online
and just merging the two together andcreating strategies that actually benefit
(18:28):
both and not just one or the other
because we can see now with Covid havinghad that very different experience,
we can see that nothing is forever.
You may have to close your doorssomeday and close all of them.
Maybe one day we'll need to closeour online shops for some reason.
Things might happen.
So yeah, I think there's definitely abit of a shift back and I think it's
(18:50):
shifted both industries and how they'reperceived and how people are shopping
across both retail and online retail.
Very interesting but I think thathighlights the importance of staying
on top of the trends and justlooking at the data to see what's
coming in so that way you can makeadjustments and pivot as needed.
Now Raminta Where can people find youonline and get connected with you?
(19:11):
Sure.
So I'm mostly active on LinkedIn.
You can find me there.
My name is Raminta kersulyte.
I'm sure we can drop a link somewhere.
So you'll definitely find methere, WFMA Agency.agency.
If you want to contact me and see if wecould be a good fit to work together.
We've got an email list.
You can jump on our email,get some more tips and tricks
(19:31):
and strategies in your inbox.
These are probably themain platforms for me.
Very nice, and we will havethose links available down in the
show notes and the descriptionfor everybody to get connected.
We do have one more lastquestion we wanted to ask.
With your years of experience andbeing in business, what has been your
most effective marketing strategy?
Are you doing a lot ofSEO blogs and content?
(19:51):
Are you doing a lot ofnetworking and trade shows?
Are you going out to justnetworking events in general?
What's been the most effectivestrategy for connecting with
other e-commerce brands?
So for us specifically content overall,I don't even say this channel anymore.
I think it all needs to work together.
Search but overall content trade showsand just the network and creating that
(20:16):
community as well throughout the years,knowing the people and chatting to people
and doing the good old word of mouth.
So all these things but I think thecombination of the three sort of content,
a little bit of a real life interactionas well and then a lot of referrals as
well, come organically from other clients.
(20:39):
That is beautiful.
I think it just highlights theimportance of a lot of these business
practices that haven't changedover the years and the decades.
Nothing wrong with a great in-personhandshake and meeting someone
but we can compliment that withother digital strategies as well
and just bring that together.
We're just trying to be the mosteffective for ourself and for our clients.
So if it takes some traditional,non-traditional methods, we
(21:00):
just want to use what works.
Absolutely.
And I think it is very different for everybusiness and for every business owner.
So whatever works for you, find thethings that feel nice and easy to
do and not the most difficult onesthat you don't enjoy doing it all.
Absolutely.
Make your life a little bit easier.
Totally agree.
(21:21):
Raminta, we appreciate you comingonto our podcast, sharing your
tips and tricks and wisdom with us.
Are you prepping and planninganything specific for 2025 or are you
kind of doing just more of all thegreat work that you've been doing?
I'm venturing into a new thing, soI'm doing my master's right now on
the side of running the businessas well and I'm looking into AI and
(21:43):
product lifecycle as well andsort of marrying all of the data
from all of the supply chain.
So that's my newest interest area thatI'm mentoring into and sort of wanting
to join all the dots back together.
Get even more data from how people usethe product and how we can use that
(22:03):
for marketing, how we can use it formaking better user journeys and making
better products and things like that.
So that's my latest project.
That is so cool.
Congratulations to you.
I love that you're going for continuingeducation and just improving upon the
skillset that you've learned already.
Raminta, we appreciate your time.
Thank you again, congratulations andwe look forward to hearing all your
(22:24):
success and updates in the future.
Thanks so much, Chris.
Thank you so much for having me.
It was a pleasure.
Thank you.
It's such a crazy idea to listen toyour customer, but why is it crazy?
(00:03):
Aren't you producing theproduct because of the customer?
Isn't that the reasonwhy we're doing all this?
Absolutely.
And when people are seeingthat you're making improvements
based on their feedback as well,how can that be a bad thing?
Everyone will love that.
You listen and you actually implement.
You are listening to Brainwork Framework,a Business and Marketing podcast,
(00:25):
brought to you by Focused-biz.com.
Welcome back to another episode.
With us today is a director and strategistfor e-Commerce stores with WFMA.
They are full service e-commercemarketing agency dedicated to helping
brands with annual business revenuesbetween a hundred thousand euros and
1 billion euros to unlock new growthopportunities online, scale their
(00:47):
businesses effectively and sustainably.
Raminta.
So excited to have youon how you doing today?
Thank you.
I'm really good, Chris.
How are you?
Thanks for having me on the podcast.
I'm doing so great.
So excited to chat more with you.
We were chatting a little bit before butwe also like to ask our entrepreneurs,
what were you doing before that kindaled you into what you're doing today?
I guess I'm probably one of the notfew people but I haven't actually moved
(01:13):
into marketing from anything else.
That's what I've studied.
That's what I've worked in.
That's what I'm doing now.
I have sort of transitioned fromdifferent parts of, let's say my
background is in retail marketing and pr.
And my sort of early career and studieswere in fashion marketing specifically.
So I worked and studied that andI worked in house for quite a
(01:38):
few years for different premiumand luxury brands in London.
That's how I got into the e-commerceside of things more so started in
traditional retail, sort of got my verytraditional retail training from the
likes of Leviton and all things and so on.
And then moved into the more digitalside of things as soon as I graduated and
(01:59):
that was start tested different parts ofmarketing, e-commerce, when I was going
into it, I think the industry was in avery different place from where it is now.
So, started as a very broad digitalmarketer, performance marketer
moved into more of e-commercerole, email marketing, web content.
Did a lot of different thingsbut the common thing between them
(02:22):
is that I'm working still withonline retail, physical retail.
Mainly retail brands.
Mostly e-commerce but sayingthat we do a lot of work with
tech and B2B as well these days.
Some things have changed, certainthings have remained but I'm
definitely on kind of the same trackas I was quite a few years ago.
That's very cool.
(02:43):
And it sounds like you have a wide rangeof experience that makes you well-rounded
so you can pull from all these differentexperiences to help you with your clients.
And e-commerce, it feels verydifferent than traditional
websites but it's still the same.
Like we're still trying to convince peoplethat our product or our service is worth
purchasing and then we have next stepsto the sale but e-commerce, it's like
(03:04):
going for the commitment right away.
How does that change your strategy?
What works well for e-commerce?
What can business owners learn frome-commerce stores that they could maybe
implement to their traditional websites?
So I think one thing that we candefinitely learn from e-commerce and a
lot of B2B brands could be implementingthat as well is like digitalizing some
(03:24):
of their products and selling themonline as well, just like opening a
new revenue stream of selling eitherworkbooks or worksheets or anything.
That's definitely one.
And I think as you were sort of sayingin your question as well, it's not
really that different because in the endof the day, we're businesses marketing
(03:45):
to people in any case or scenario.
The difference is only in the productthat we sell and how much of a trust we
need from the person to be able to buy.
How much education do we need toput in to for someone to understand
the value and what we're offering?
So in the end of the day,it's not that different.
Just the product and the clientlife cycle is very different
(04:09):
for a different industry.
And therefore, your channelswill be very different.
Your strategies will be verydifferent depending on the industry.
But at the end of the day,we are marketing to people.
So in that sense, not a lot changesthere and not a lot of the time,
but I see brands forgetting that andthinking like, we are B2B, but still
behind every brand, there's peopleand you are talking to the people.
(04:30):
So whatever kind of business you are,you need to think about your client,
think about what is important forthem, how to bring them value and
present that in a digestible way.
Absolutely.
And I definitely see a lot of businesseswho have benefited from adopting
an e-commerce model where they willput a cart and products and services
(04:51):
online, where now users can justeasily find the product that they
want, the service that they want, addit to their cart, and now check out.
And it's been very helpful for alot of those businesses and I've
even tried it myself for my weddingDJ business here in the States.
Something about it is easier for consumersto understand and the self-service
option seems to be really great.
(05:12):
So kind of marrying all thoseelements together but you have an
entire strategy behind e-commerce,starting with the data that goes
into it, the customer experience.
Can you go over your strategy andhow you kinda look at e-commerce
brands to build them up?
Yeah, it all comes back to the dataand that's the first thing that we do.
We look at their data and a lot ofthe time, especially the brands that
(05:35):
are smaller that come to us, theymight think that they're problems are
somewhere else than they actually are.
So without looking at the data.
If you were a doctor and someone justtold you, I've got this and that, give
me a prescription, you wouldn't prescribea medication without doing your checks.
So in the same way we do our checks tomake sure that what we're being asked
(05:55):
to deliver is actually what the clientneeds based on their goals and KPIs.
So a lot of the time that research partreally directs everything else that we do
after that because I tend to always lookfor sort of low hanging fruits first.
Get those out of the way, get themost return as soon as possible,
(06:15):
show that value to my client as well.
And then from that we can forma bigger picture strategy.
That is always a longer term,obviously being a strategy.
And then we can see at whatchannels we may need to bring in.
We need to work on conversion orif we need to work on getting more
traffic on the site and so on.
So it kind of always goes back tothe data and it's hard to say one
(06:39):
strategy that works for everyone.
Obviously there's a lot of tacticsthat we can use that definitely do work
for everyone, like personalization,segramintation, understanding your
customer lifecycle, talking to themin the way that you do understand
the lifecycle but when it comes tostrategy, that data really does tell
us what we need to be then doing next.
(07:01):
Right.
Because without those informeddecisions, it's kind of like we
don't know which direction to go.
If we don't know what has worked inthe past, how do we feel confident in
making a decision for our own businesssake to decide what we want to do but
I love that you customize the strategy.
Like we take best practices, we knowwhat has worked well but it's really
depends on the industry or what they'reselling and who their audience is.
So all those factors reallyplay into the custom strategy
(07:23):
that you're trying to implement.
Absolutely.
And I don't believe in a cookiecutter approach these days.
I think long past that in termsof how elaborate these days our
marketing campaigns are and differentchannels involved and so on.
So you can't really just be doing thesame as everyone else because that's
not gonna get you a better performancethan everyone else else's and if
(07:44):
you want to be growing, you have toovertake your competitors essentially.
Absolutely.
And now once we have people toour store, how do we provide them
this seamless customer experience?
Because oftentimes there's stickypoints, there's friction in the
buyer's journey and they don't feelconfident taking that next step.
How do we create that seamlesscustomer experience for them?
(08:06):
And are there any tipsto help improve that?
Yeah, so what we're seeing a lot with theclients that we work with is the websites
that don't have enough information forsomeone to be able to make that decision.
So a lot of the time you have awebsite that's doesn't have enough
information about your product, abouthow you do things, why you do them,
(08:27):
who you are as a brand or has all ofthat information but it might not be
presented in the way that we as humansunderstand, so then it still doesn't work.
So I think it's important to track whatyour customers are doing on your website.
I love UX tools, like your heat maps andyour live recordings and by watching a
(08:48):
good dozen of those, you can start seeingthe patterns of where people are getting
quotes and then using that information todictate your actions and what you want.
AB test, maybe you can see that acertain banner is not working or
product descriptions are a problem ofsomeone's reading the product description
but then they're leaving the page.
(09:08):
So again, going back to the data andI don't see enough brands doing that,
especially on the website side of thingsand especially the smaller medium brands,
they just try to throw a lot of spaghettiat the wall at hope that something will
stick but not really understand whyand where people are having issues.
Simple things like taking feedbackin from your customers and then
(09:31):
actually putting that into practice.
Someone's telling you that this productcould do better on this certain thing.
And you hear the samefeedback again and again.
That is a clear sign that you should bereally looking at the product design.
And just incorporating thosethings into your FAQs as well.
And just making sure that people geteverything that they may ask even before
(09:52):
they contact you and then your customerservice stays as the last point of
contact when there's actually an issue.
I don't know if that answers the question.
It absolutely does but it sounds like acrazy concept for a business to actually
take feedback from clients or I guess itseems like many businesses don't listen
to their customers even when they'reyelling at the business and saying,
this is what we like and what we want.
(10:12):
So to hear businesses actually wantto implement what the client wants.
I feel like this is ano brainer for people.
People need to implement thesestrategies of what the customer is
looking for and oftentimes that lackof data, lack of information, will make
me turn away from a website as well'cause I feel as if they don't know
it well enough to provide that to me.
(10:33):
Exactly.
And it's such a crazy idea to listento your customer but why is it crazy?
Aren't you producing theproduct because of the customer?
Like, isn't that the reasonwhy we're doing all this?
So why is it?
But I heard it so many times for myclients as well and especially like the
the C-level executives that are beinglike, no, we can't ask our customers.
(10:55):
Don't talk to them.
And like I've seen other brands reallytaking that on board and creating a
close circle of customers that are thebest customers and then taking them
out for dinners every other month andchatting to them and understanding
what is good with a brand right now,what is bad, where we could do better.
And they really gain a lot from that.
Not only the client or customer reallyfeels like they have been invited
(11:20):
into the brand and really acknowledgedas a VIP customer for example.
But also there's so much information inhaving that conversation that is wild
to not actually ask those questions.
I agree.
And I only ask because our referenceshere is many of our large businesses
are increasing prices and removingfeatures and taking away the features
(11:41):
that we all enjoyed or liked about them.
So I definitely agree you wanna have thatfeedback from your customers and I think
that creates more meaningful engagement.
You're creating this dialogueand conversation with them.
You're getting direct feedback fromyour customers and if they start
to love your brand even a littlebit more, they can become promoters
and referrals for your business.
Absolutely.
(12:01):
And when people are seeingthat you're making improvements
based on their feedback as well,how can that be a bad thing?
Everyone will love that.
It's because you listenand you actually implement.
I see it as a no brainer but it'sinteresting that value of that
needs to be communicated to alot of brand owners out there.
Absolutely.
Now, when it comes to e-commerce as awhole, I guess from my perspective and
(12:24):
what I've seen is some people will focuson a one product store and they make that
about their brand and they really go hardon the one product versus some stores
will do, maybe 5 to 10 or even a hundredplus products inside of their store.
Do you feel like one or the other isbetter or does it depend on the person?
I think it depends on the productand the sort of channels that you
(12:46):
decide to go for and how you makesense out of your numbers as well.
I haven't seen very many stores that dovery well with the very few products.
Obviously your product needs to be reallynailed down, really well to make sure that
there is that market product market fit.
Most of the time I think it'swithout expanding the range too much.
(13:08):
If you know your niche and you can offermore products for that specific niche,
it's easier because you have somethingto get that return customer for as well.
One thing how brands do the one producte-comm store, well, I don't know how they
retain their customers 'cause you need toacquire and at some point you're gonna run
(13:28):
out of the number of people to acquire.
So in that sense, I think more productsbut still curated that makes sense
and not just sellingeverything for everyone.
I think that works better but I justhaven't been a witness of very many
brands that do the one product econ world.
No, I definitely agree.
I've been interested to see howpeople follow the direction of others
(13:51):
or what they think might work best.
Everyone can have their ownsuccess in different ways.
But I see a lot of people online andon YouTube promoting e-commerce as a
great way for many young people or newentrepreneurs or struggling entrepreneurs
to try a new business venture and justgo into e-comm and do some drop shipping.
Are there success stories of this thatyou've seen before or are these kind
(14:14):
of seasoned business professionalsthat you've been working with?
I've seen success stories.
I think sometimes there's a bigelement of luck in there as well.
And I think it always still comes back tothe product market fit and that can have
a bit of a lack element in that as well.
If you got it right for whatever reasons.
(14:34):
If you're a novice or you're a seasonedprofessional, it doesn't matter if you
got it right, you have a good chanceat making it happen or even if you
do as anything else, it takes time,it takes work, it takes understanding
of things to run any business.
So dipping into e-commerce andthinking that's it's an easy way out
(14:55):
is definitely not the case becauseif you're not gonna put the work in,
it's not gonna work for you anyway.
So I think there's a lot of richquick tactics out there these days
but even if you run on just purelyluck for a few months or years,
it's not a long-term strategy.
So I don't see it as specificallyas like a Pandora's box.
(15:15):
If you don't know what to do with yourlife, go do something with e-commerce.
Definitely not.
It's a very competitive landscape,especially these days and businesses
are popping up here and there andif I check back in on brands that
I was working with five years ago,I wonder how many would be around.
I know with fashion specifically,many of those that I was working five
(15:36):
years ago, they're not around anymore.
So it's not something that justprints the money out of nowhere.
You have to put thework in, unfortunately.
Yeah.
And if you find that fancymoney printer, let me know.
'cause I think we're allinterested in finding that.
Right?
Please do.
I don't know if I believe that it exists.
I do believe that you can be in theright time, right place but even then,
(15:58):
if you're not gonna continue workingon it, making it better, you're gonna
fall off the cliff at some point.
Absolutely.
And considering e-commerce and covid thathappened where many of us were staying
home and it changed our shopping behavior.
It shifted more towards online.
The focus was Amazon but othere-commerce brands were able to be
(16:20):
successful during that timeframe.
Have you seen a shift or a trend changein the other direction now or is the
demand still pretty solid and consistent?
Post covid.
I think there's definitely beena bit of a drop since things
opened up again since Covid.
I actually went in full-timeon this business in 2020, which
(16:40):
was just a year before Covid.
So the timing was right for me right therebecause everyone who wasn't online, they
needed to get online right there and then.
So a lot of things in thee-commerce landscape, definitely.
I think it like fast forwarded theindustry online by like five years because
(17:00):
people were not rushing certain areas orcertain niches were not rushing online.
Luxury fashion brands included,they were not the ones to be
pioneering the digital way.
Not at all.
But then COVID made everyonego online and people did.
And they had to make the bestout of it as quickly as possible
because there was no retail anymore.
(17:21):
I think when the retail doors openedagain and I see this in myself as
well, I like to sometimes pop out andgo to the shop, especially if it's
something to smell, to try on, to
touch or if I know that the storeexperience is gonna be nice and it might
just be an added bonus for me besideshaving a walk and not just sitting
(17:41):
in front of your computer all day.
So I think there's a bit of a shift backbut I definitely think the retail is now
expected to be much more experiential.
So it's not enough to justhave the product there.
It needs to be better than the onlinebecause honestly, if it's just for
the convenience, then I'll definitelysearch online, find the product on
the cheapest platform that I can orthe one that has the fastest delivery,
(18:06):
whatever it may be and I'm gonna buy it.
So retail needs to give me that additionalthat online can give me these days.
But I think blending ittogether is really cool.
And I see a lot of my retail clientsstarting to nail down their online
and just merging the two together andcreating strategies that actually benefit
(18:28):
both and not just one or the other
because we can see now with Covid havinghad that very different experience,
we can see that nothing is forever.
You may have to close your doorssomeday and close all of them.
Maybe one day we'll need to closeour online shops for some reason.
Things might happen.
So yeah, I think there's definitely abit of a shift back and I think it's
(18:50):
shifted both industries and how they'reperceived and how people are shopping
across both retail and online retail.
Very interesting but I think thathighlights the importance of staying
on top of the trends and justlooking at the data to see what's
coming in so that way you can makeadjustments and pivot as needed.
Now Raminta Where can people find youonline and get connected with you?
(19:11):
Sure.
So I'm mostly active on LinkedIn.
You can find me there.
My name is Raminta kersulyte.
I'm sure we can drop a link somewhere.
So you'll definitely find methere, WFMA Agency.agency.
If you want to contact me and see if wecould be a good fit to work together.
We've got an email list.
You can jump on our email,get some more tips and tricks
(19:31):
and strategies in your inbox.
These are probably themain platforms for me.
Very nice, and we will havethose links available down in the
show notes and the descriptionfor everybody to get connected.
We do have one more lastquestion we wanted to ask.
With your years of experience andbeing in business, what has been your
most effective marketing strategy?
Are you doing a lot ofSEO blogs and content?
(19:51):
Are you doing a lot ofnetworking and trade shows?
Are you going out to justnetworking events in general?
What's been the most effectivestrategy for connecting with
other e-commerce brands?
So for us specifically content overall,I don't even say this channel anymore.
I think it all needs to work together.
Search but overall content trade showsand just the network and creating that
(20:16):
community as well throughout the years,knowing the people and chatting to people
and doing the good old word of mouth.
So all these things but I think thecombination of the three sort of content,
a little bit of a real life interactionas well and then a lot of referrals as
well, come organically from other clients.
(20:39):
That is beautiful.
I think it just highlights theimportance of a lot of these business
practices that haven't changedover the years and the decades.
Nothing wrong with a great in-personhandshake and meeting someone
but we can compliment that withother digital strategies as well
and just bring that together.
We're just trying to be the mosteffective for ourself and for our clients.
So if it takes some traditional,non-traditional methods, we
(21:00):
just want to use what works.
Absolutely.
And I think it is very different for everybusiness and for every business owner.
So whatever works for you, find thethings that feel nice and easy to
do and not the most difficult onesthat you don't enjoy doing it all.
Absolutely.
Make your life a little bit easier.
Totally agree.
(21:21):
Raminta, we appreciate you comingonto our podcast, sharing your
tips and tricks and wisdom with us.
Are you prepping and planninganything specific for 2025 or are you
kind of doing just more of all thegreat work that you've been doing?
I'm venturing into a new thing, soI'm doing my master's right now on
the side of running the businessas well and I'm looking into AI and
(21:43):
product lifecycle as well andsort of marrying all of the data
from all of the supply chain.
So that's my newest interest area thatI'm mentoring into and sort of wanting
to join all the dots back together.
Get even more data from how people usethe product and how we can use that
(22:03):
for marketing, how we can use it formaking better user journeys and making
better products and things like that.
So that's my latest project.
That is so cool.
Congratulations to you.
I love that you're going for continuingeducation and just improving upon the
skillset that you've learned already.
Raminta, we appreciate your time.
Thank you again, congratulations andwe look forward to hearing all your
(22:24):
success and updates in the future.
Thanks so much, Chris.
Thank you so much for having me.
It was a pleasure.
Thank you.
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