Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder & CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs.
In this episode we welcome James Ewens — E-commerce Director at Green Feathers — a wildlife tech operator who shifted the brand from B2B/marketplaces to D2C, pairing paid search → SEO and digital PR to grow fast in a niche where the product story sells itself (and is about to hit Netflix/Amazon).
Key Talking Points
✅ D2C Shift & Growth — From ~60% B2B/marketplaces to ~75% D2C; ~30–35% revenue growth in ~2 years; current run rate ~£2.2M (c. 35–40% organic traffic) ✅ PPC → SEO Flywheel — Front-loaded PPC for demand capture while rebuilding Shopify theme for UX + SEO; PDPs designed so buyers never need to click back ✅ Marketplace Strategy — Keep Amazon for discovery (seasonal surge) but pull back from long-tail UK marketplaces; focus on brand.com experience ✅ Digital PR That Lands — “Birds, not rats” story → tabloids + lifestyle pickups; TechRadar & Telegraph product reviews; HuffPost features; traffic lift that sticks ✅ Product-Led Advantage — Ease of setup/reliability > spec sheet; reviews validate claims; A+ content parity on Amazon, richer narrative on site ✅ Media & Credibility — Incoming TV features (Netflix/Amazon/ITV) where the brand can be shown (unlike BBC). Expect halo spikes + search lift ✅ AI Reality Check — Treat LLMs as research accelerators, not “true AI”; good SEO + reviews + clarity → higher odds of being referenced by LLM overviews ✅ Seasonality & Timing — Peak gifting (Nov–Dec); birds begin scouting now → mid-January; be ranked for “bird box camera” before Springwatch/Autumnwatch spikes
Quotes from James Ewens
📢 “On a PDP, there should never be a reason to click back.” 📢 “We’d love not to need Amazon — but for first impressions, you have to be where shoppers start.” 📢 “Digital PR wasn’t a spike; the traffic and authority stayed.” 📢 “Stop calling everything ‘AI’. Use LLMs to answer faster — your brand & UX still win the sale.” 📢 “When TV shows a bird-box camera, the sales story is done — you just need to be discoverable.”
Actionable Insights
🧭 D2C Migration Playbook
- Pull budget from low-ROI marketplaces; reinvest in PPC capture + site UX/SEO.
- Keep Amazon for discovery and seasonal demand; push brand.com with content, bundles, and support.
🧱 PDP/PLP that Convert
- Answer every question on the PDP: what’s in the box, setup ease, example footage, reviews, returns, support.
- Build category pages that preview options & use cases before the click.
📣 Digital PR & Reviews
- Run news-friendly hooks (e.g., urban wildlife, garden habitats) + expert quotes.
- Proactively seed independent product reviews with tier-one outlets; track assist to organic.
📐 SEO for LLM Era
- Clean tech SEO, schema, trust signals (reviews/awards), and crystal-clear USP copy.
- Own “what/why/how” explainer content so Overview/Chat pulls your brand.
🗓️ Seasonality Ops
- Editorial calendar: Sept–Jan gift content; Jan/Feb nesting explainers; re-surface “install now” guides.
- Ensure inventory, support, and how-to video coverage ahead of TV-driven search spikes.
📊 Measure & Learn
- Attribute DPR/reviews with landing-page cohorts and brand search lift, not just last-click.
- Watch Copilot/ChatGPT referral hints and Google Trends around wildlife TV windows.
About James Ewens / Green Feathers
James Ewens is the E-commerce Director at Green Feathers, the UK wildlife-camera brand helping people bring nature back into their gardens — and actually see it. Since pivoting to D2C, Green Feathers has scaled on paid → SEO, digital PR, and creator content, with upcoming features across major TV platforms.
🛒 Explore: green-feathers.co.uk
James Ewans LinkedIn: https://www.linkedin.com/in/james-ewens-268a84ba/
🚀 Build Your Brand with Real Links
At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://calendly.com/linkifi/pr
Popular Podcasts
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.