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Today on the Winning with 
Shopify podcast. 

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Too many brands finish Black 
Friday, turn everything off and 

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carry on as normal, or go into 
peek and then turn everything 

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off and carry on as normal. 
Multiple time. 

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Browsers clearly interested. 
Added to cart, clearly 

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interested. 
This is part of our secret 

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sauce. 
We used to only say it's the 

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clients, but we talk about the 
podcast now because we love you 

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guys. 
Late one night, get a bottle of 

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wine and get cracking through 
this thing because you don't 

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drink too much. 
You won't know what's going on 

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anymore. 
Hello and welcome to another 

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episode of Winning with Shopify 
podcast of me, your host Nick 

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Truman. 
I've been hosting the show since

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June 2020. 
So this is my fifth Black Friday

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running the show. 
Happy Black Friday, everybody, 

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and if you haven't tuned into 
this before, please give us a 

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like, write a comment, hit 
subscribe, leave us a review, 

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whatever channel you're on. 
There are so many different 

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channels you can find us on now,
and we're reaching at nearly get

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this for a statistic. 
We're reaching nearly 1,000,000 

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people a week across all of our 
podcasting platforms, all our 

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social platforms and through our
emails. 

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So it's unbelievable that a 
million people are seeing my 

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face every week. 
It's quite a lot to to 

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comprehend. 
Some people will be seeing more 

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than one thing, of course, but 
it's so good to have so many of 

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you guys on the journey. 
Some people as well thought this

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podcast was quite small. 
We're pretty confident we're the

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biggest in the world at the 
moment and hopefully you're 

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bigger now. 
There's a response to Black 

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Friday, which is where I was 
going with that. 

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I'm currently on holiday as 
well, so apologies for the bad 

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video and audio quality. 
I'm hiding in one of the rooms 

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in where we're staying with, 
with our family. 

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So but it is Black Friday. 
I want to this Black Friday is a

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week, and I've had some stuff 
sent in from a couple of our 

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partners and there's some stuff 
from my team as well. 

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We're going to be talking today 
about what you need to do 

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between now and probably the end
of Monday, depending on how long

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your sales are running. 
But there's a big problem in the

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e-commerce world, and that big 
problem in the e-commerce world 

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is too many brands finish Black 
Friday, turn everything off and 

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carry on as normal, or go into 
peak and then turn everything 

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off and carry on as normal. 
And there's an enormous, 

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complete repertoire of lost 
opportunities by doing that. 

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So we did to talk about 
something similar the last 

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couple of years, but from 
talking to some of you guys 

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since it's not really hammered 
home. 

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So I'm going to go even harder 
on this this time. 

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So grab a cup of tea. 
I've got my glasses on because 

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I'm getting old and there's 
quite a lot to read. 

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So let's go through. 
First we've got Siguno, then 

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we're going to talk about Tax 
cloud and then some stuff from 

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my agency here Spec. 
And so we're going to start off 

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with Saguno. 
Saguno, if you don't know, are 

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an e-mail platform and for built
for Shopify. 

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We had Shopify themselves in the
show recently talking about what

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Bill for Shopify actually means 
with Chris from Saguno as well. 

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So incredible episode if you 
missed that. 

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But Saguno predominantly is well
known as an e-mail platform. 

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They also do lots and lots of 
other things and it plugs into 

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places like Canva as well to try
and make e-mail marketing a bit 

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easier for you guys to do. 
And it only works for Shopify, 

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which means it's perfectly built
for Shopify and you can only use

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it within the Shopify space as 
well. 

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So let's have a look at these 
guys are sent over. 

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These guys are really, really 
quick to to come back to me as 

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well. 
So thanks guys. 

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I'm a bit last minute at the 
moment because I'm away. 

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So Maria and the team came back 
really, really quickly on this. 

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And some of these things are 
from the webinar we did with 

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them as well, which is on our 
YouTube channel. 

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Anything, but anyway, I'm 
talking long enough. 

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Let's go through some of the 
things that you guys need to be 

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doing to tail off the end of 
Black Friday. 

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So you want to maximize 
conversions by tailoring your 

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follow up through Cyber Week and
through December using Black 

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Friday, Cyber Monday e-mail 
engagement data, which sounds 

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really obvious, but here are 
three ways you can do that with 

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a couple of points around each 
#1 Black Friday, Cyber Monday, 

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only buyer. 
So people have only purchased 

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from you during Black Friday. 
No other times customers have 

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only purchased during the sale 
period, but never before try and

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promote A complimentary item. 
The point here being is they're 

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still new customers. 
And because they're new 

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customers, they still don't 
understand who you are, but 

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you've acquired them through a 
Black Friday deal or similar. 

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So it's really important. 
Now we get that 2nd, 3rd, 4th, 

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5th order, etcetera, from that 
person. 

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So it's super important to try 
and get the 2nd order from these

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guys, especially on Black Friday
because you've put a discount, 

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your margins have been shrunk as
well. 

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So you probably need to get some
profit from these guys. 

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The second one is the high 
intent window shoppers. 

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So people that have added a car,
browsed multiple times, multiple

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browsed multiple times, but 
didn't purchase from you guys. 

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I think it's a huge opportunity 
around these. 

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Quite often brands just wait for
that purchase and if they don't 

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get a purchase from someone, 
then it's kind of game over. 

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They just sort of give up and 
say right, we're not going to 

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get anything from them. 
But multiple time browsers 

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clearly interested, added to 
cart, clearly interested. 

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And depending on what country 
you're in, there's different 

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rules in the US to the UK, to 
the EU, for example. 

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So just be really, really clear 
on making sure you're following 

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the rules and not kind of 
bending anything or annoying any

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customers in the process here. 
So, so that's who they are. 

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This is where they're continuing
to promote your brands because 

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those guys have browsed items 
along with any reviews and 

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testimonials which could help 
them. 

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So they haven't purchased from 
you yet, which means there's 

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some reason they've not 
purchased. 

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So again, reviews and 
testimonials are a really good 

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way of building that trust with 
new customers and you can push 

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people over the line to 
purchase. 

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I think especially as we've just
come out of Black Friday side of

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Monday at this stage, which we 
will in, if you're watching this

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live, as soon as it comes out on
Friday, the 28th of November, 

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Black Friday is going to be 
inside Monday, going to be over 

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in three days time on Monday. 
So this is a really good 

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opportunity through Christmas to
push some of your Christmas 

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ranges. 
Christmas offers that kind of 

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thing, especially if you do 
bundling as well. 

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Since someone was looking at two
or three products, suddenly say,

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hey, two of the products you 
looked at are actually part of a

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bundle of three. 
You buy this third product with 

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them. 
Again, it's a really good way to

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try and get somebody to come by 
and it's not actually costing 

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you kind of anything slash that 
much. 

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I just want to interrupt. 
Today's episode to talk about 

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some big news for Shopify 
merchants. 

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Yopo which you might be using is
Sun setting as e-mail and SMS 

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products. 
You may have got e-mail from 

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them and if you haven't, this 
might be the first time you 

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hearing about this. 
So if you have been using them 

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then you might be wondering 
what's next. 

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Well. 
Our sponsor Saguno has. 

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Recovered. 
Saguno is the most deeply 

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integrated e-mail marketing 
platform for Shopify and make 

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switching really, really simple 
with hands on onboarding, 

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migration help, and 
deliverability expertise. 

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Right now with code WWS 20 you 
get 20% of your first three 

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months with Saguno. 
So don't let your marketing skip

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a beat. 
Switch to Saguno today at 

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saguno.com/winning with Shopify.
Third Point and final point from

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Saguno VIPs who went silent. 
So people that previously 

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engaged but didn't buy from you 
through Black Friday, Cyber 

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Monday, I'm not going to go into
too much detail about what this 

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is, but what you need to run on 
this is a win back campaign. 

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So these guys used to purchase 
from you, They haven't really. 

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So you want to try and win them 
back. 

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Ideally you want to find out why
they haven't purchased. 

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We've had some customers, we've,
well, some brands we've worked 

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with actually phone customers 
directly. 

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The VIP customers say, hey, 
you've not purchased from us in 

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a while. 
I just wanted to check if we let

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you down. 
Has anything gone wrong? 

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Is there anything we could do to
to actually change that for you?

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You know, we delivered a faulty 
item or something and you've 

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just not told us, but we'll be 
happy to to fix that and have 

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you come back and purchase from 
us on a regular basis. 

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So that one to one engagement 
with customers can be absolutely

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key to to long term, long term 
revenue for businesses. 

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So let's talk about tax cloud. 
So if you guys haven't seen Tax 

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Cloud software and before, just 
to give you a heads up, it's 

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only in the US, but there are 
some good learnings here for UK 

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and especially if you're selling
in the EU because EU member 

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states work a little bit like 
American states when it comes to

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tax. 
So we're going to give you 

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financial advice, just purely 
going to tell you that you need 

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to pay your tax and in different
states across the US and this is

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what it is. 
But Tax Cloud does it all for 

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you. 
They do all the hard work and 

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it's all plugged into Shopify. 
So you can reach out to those 

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guys as well. 
There are actually offers which 

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will put both Saguno, I think 
Saguno was a complimentary on 

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boarding session so you can have
a conversation. 

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We actually introduced a lot of 
our clients to Brian and the 

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gang at Saguno and they have a 
conversation, say, hey, these 

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are opportunities for your 
e-mail marketing and how Saguno 

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can help you reach those. 
Same for Tax Cloud, I think it's

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Tax cloud.com/winning. 
I haven't got the link in front 

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of me, apologies, but it will be
in the description. 

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And you guys have got a really 
good offer on there as well to 

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to start playing about the Tax 
Cloud and see if it can help 

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you. 
There's three points here from 

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Tax Cloud as well. 
Number one, watch out for new 

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Nexus thresholds. 
This was a new thing for me. 

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The first time we had tax cloud 
on the show. 

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I didn't know what Nexus was. 
I don't live in the US. 

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I don't, I'm not based in the US
at all. 

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But Nexus thresholds basically 
means once you've had a certain 

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amount of revenue or sales and 
big sale, big sale weekends like

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Black Friday can push you over 
this threshold. 

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Once you go over the threshold, 
you I think, I think it, I think

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you guys put the notes, I think 
it's forever. 

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It might not be to check that, 
but the point being is once you 

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go over a certain threshold, 
you've got to start paying 

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individual and reporting 
individual tax, tax to that 

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exact state. 
So, so I'm just checking my 

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notes. 
Yeah, once you go over the 

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threshold, you're required to 
collect, file and remit sales 

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tax in that state, remit being 
pay, pay sales tax in that 

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state. 
Which again, is really, really 

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important to make sure that make
sure you're doing that and 

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following all the tax rules that
you need to. 

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Because I've seen too many 
businesses go under when they've

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not looked after their tax 
properly and it's eventually 

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caught up with them. 
They're going, we can't actually

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sustain this tax debt anymore. 
We're going to have to close. 

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And it's a real shame. 
So the best way to know where 

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you stand is to review your 
total revenue and transactions 

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count for the whole year, then 
compare those figures to each 

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state's thresholds. 
It's quick to check and can help

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you avoid some surprises during 
filing season. 

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I, I call this a bottle of wine 
project. 

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I say it's the clients a lot if 
we've got lots of stuff for them

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to check through and it's quite 
mundane, but it all needs to be 

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looked at. 
It's a bottle of wine project. 

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Just late one night, get a 
bottle of wine and get cracking 

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through this thing. 
So you can do that. 

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Then look into your licking 
yourself. 

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Obviously don't drink too much. 
You won't know what's going on 

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anymore. 
Empathy. 

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Make sure you're considering all
sales when looking at these 

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numbers. 
So the guys there have said when

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you're reviewing your sales tax 
obligations, don't just look at 

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your e-commerce store. 
Nexus is based on your total 

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sales across all channels. 
So obviously your website, your 

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Shopify store is one of those 
channels. 

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Another one might be marketplace
sales. 

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So you might sell through 
Amazon, eBay, Wish other wish 

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that obviously TMO, lots of 
other platforms where you can 

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sell products. 
TikTok being one of those social

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commerce, which obviously is 
TikTok, but then also things 

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like Instagram and Facebook 
shop. 

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So you can sell products through
there directly. 

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They used to handle the sales 
tax for you. 

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My understanding, and I 
mentioned it on Tuesday, tea 

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break talks. 
I don't think Facebook and 

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Instagram do that for you 
anymore. 

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So if you sell directly through 
them, you need to get some 

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support or some advice as to 
whether you need to start 

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changing the way you do that. 
Yost have just launched 

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00:09:54,080 --> 00:09:57,720
something that is absolutely. 
Game changing their new AI 

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00:09:57,720 --> 00:10:00,360
brand. 
Insights tool is now in beta and

248
00:10:00,360 --> 00:10:02,240
it's built to help you. 
Track your brand's. 

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00:10:02,240 --> 00:10:05,960
Visibility, sentiment and 
credibility across AI platforms 

250
00:10:06,000 --> 00:10:09,000
like a Chatter GBT. 
As search expands from Google to

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00:10:09,160 --> 00:10:12,120
AI Answers, this tool gives you 
a clearview of how your brand 

252
00:10:12,120 --> 00:10:15,760
shows up, combining sentiment, 
visibility, and mentions. 

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00:10:15,760 --> 00:10:18,720
It's designed for marketers who 
want enterprise level insight 

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00:10:18,720 --> 00:10:22,080
without the enterprise price 
less than $400. 

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00:10:22,120 --> 00:10:24,760
Per year and here's. 
The best Bit Yost Black Friday 

256
00:10:24,760 --> 00:10:29,040
sale is now on, so starting 
November 27th you'll get a 30% 

257
00:10:29,240 --> 00:10:30,800
discount. 
Off all annual. 

258
00:10:30,800 --> 00:10:34,480
Plans including the new Yost 
SEOAI Plus. 

259
00:10:34,480 --> 00:10:37,840
Head to yost.com to learn more 
and grab your discount. 

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00:10:38,560 --> 00:10:40,360
So that's the first 3. 
So pop ups as well. 

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So pop up shops, pop up stores. 
And even when you in get do 

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invoiced wholesale orders, once 
you're doing an invoiced 

263
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wholesale order to a set to a 
specific state and you go over 

264
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that state's Nexus is it 
couldn't. 

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00:10:53,160 --> 00:10:56,960
Yeah, the the Nexus threshold 
you need to, you know, then you 

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start filing it. 
It probably be, if you've never 

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heard of this and you've only 
got into business recently, 

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you've just started selling in 
the US recently and you're 

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thinking what is this thing 
Nexus just because it might be 

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00:11:04,640 --> 00:11:06,520
useful. 
It's spelled Nexus. 

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00:11:06,720 --> 00:11:08,640
So you need to make sure doing 
that. 

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So yeah, check all of those. 
Check the thresholds again. 

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Bottle of wine project, I'd like
to call it. 

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00:11:13,280 --> 00:11:16,240
So if that helps you, motivate 
you to do it, get a nice wine 

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00:11:16,240 --> 00:11:20,560
and evaluate #3 evaluate how 
you're handling sales tax today,

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which is obviously very, very 
important. 

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So this is what these guys have 
sent over to me, which I think 

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00:11:24,360 --> 00:11:27,080
is really, really useful. 
As you wrap up the year and 

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start planning for 2026, it's a 
great time to check in on how 

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you're managing sales tax. 
Ask yourself, is my current 

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00:11:32,480 --> 00:11:35,280
process really working for me? 
If you're filing manually and 

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selling to more than one state, 
that's a sign that it may be 

283
00:11:38,920 --> 00:11:42,040
time to delegate this to a 
partner so you can reclaim your 

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00:11:42,040 --> 00:11:45,360
time and focus on growth. 
And obviously tax Cloud is that 

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00:11:45,360 --> 00:11:48,200
partner always one of the the 
best options, we think, which is

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00:11:48,200 --> 00:11:50,360
why we partnered with them and 
to be to be looking after your 

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00:11:50,360 --> 00:11:52,800
sales tax for you. 
So the final thing they've 

288
00:11:52,800 --> 00:11:54,400
written on here is or maybe 
you're still with a legacy 

289
00:11:54,400 --> 00:11:56,560
partner, but you're unhappy with
the support, the accuracy and 

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00:11:56,560 --> 00:11:59,960
the and all the cost. 
If you're feeling that friction,

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just to know you're the great 
alternatives and the end of the 

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00:12:02,240 --> 00:12:03,520
year is perfect time to make a 
switch. 

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00:12:03,800 --> 00:12:06,160
And obviously depends on your 
company year end, where it 

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00:12:06,160 --> 00:12:08,360
doesn't have to, but it probably
does have some bearing as to 

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00:12:08,360 --> 00:12:11,080
when your company year end, when
your company tax liabilities are

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due, which again, country to 
country, it varies. 

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00:12:14,080 --> 00:12:16,280
In the UK, you can decide what 
month of the year it is. 

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And it's a blooming nightmare 
because it means throughout the 

299
00:12:18,760 --> 00:12:20,880
entire year we're doing 
budgeting for a different client

300
00:12:20,880 --> 00:12:22,720
at different point as to what 
budgets we want to spend. 

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00:12:23,080 --> 00:12:24,800
So yeah, check out tax Cloud. 
I think it's Tax 

302
00:12:24,800 --> 00:12:26,800
cloud.com/winning, but again, 
we'll put the link at the bottom

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00:12:26,800 --> 00:12:28,000
if you want to go check out 
those guys. 

304
00:12:28,360 --> 00:12:30,480
And I think the lovely thing as 
well, when you're trying to run 

305
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a store and I have this for my 
business, I do not want to get 

306
00:12:33,120 --> 00:12:34,440
bogged down with things like 
tax. 

307
00:12:34,440 --> 00:12:36,920
It's like, I just want to know 
what it is, what the revenue 

308
00:12:36,920 --> 00:12:39,080
target is, how it's all going to
be accounted for and make it as 

309
00:12:39,080 --> 00:12:42,640
automatic as possible so I can 
focus on signing new clients in 

310
00:12:42,640 --> 00:12:46,080
my my industry, doing fantastic 
podcast interviews, like some of

311
00:12:46,080 --> 00:12:48,720
the amazing guests we've had 
recently for you guys. 

312
00:12:48,720 --> 00:12:50,440
It's selling products and 
running marketing campaigns and 

313
00:12:50,440 --> 00:12:51,840
dealing with customers. 
That's where you should be 

314
00:12:51,840 --> 00:12:53,840
spending your time. 
And even some of that stuff you 

315
00:12:53,840 --> 00:12:55,840
start to automate and outsource 
that every time as well. 

316
00:12:56,240 --> 00:12:58,440
So last few things, we've got 
five points here from spec. 

317
00:12:58,440 --> 00:13:00,640
They're all quite quick and we 
try to keep it very like, right,

318
00:13:00,640 --> 00:13:02,400
do this. 
Here's your five step To Do List

319
00:13:02,760 --> 00:13:06,320
#1 is during Black Friday will 
generate lots and lots of 

320
00:13:06,320 --> 00:13:09,320
backlinks which are really good 
for SEO and as an SEO agency. 

321
00:13:09,600 --> 00:13:13,440
And we obviously want you guys 
to not lose any of that backlink

322
00:13:13,560 --> 00:13:15,600
equity. 
And when we say backlink equity,

323
00:13:15,600 --> 00:13:18,080
it's not losing the fact that 
all these people have linked to 

324
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us what a lot of brands do when 
Black Friday's over, when Cyber 

325
00:13:21,680 --> 00:13:24,760
Monday's over, when Christmas is
over or peak or holiday season, 

326
00:13:24,840 --> 00:13:26,680
whatever you call it in the 
country you're in, in the 

327
00:13:26,680 --> 00:13:29,080
business you're in with a lot of
people when they get to that 

328
00:13:29,080 --> 00:13:31,160
point, they just turn everything
off, which means all those 

329
00:13:31,160 --> 00:13:33,840
backlinks from external websites
are like news articles going, 

330
00:13:33,840 --> 00:13:36,640
what is, what are the top 10 
phone cases to buy right now? 

331
00:13:36,640 --> 00:13:38,040
What are the top 10 trainers to 
buy? 

332
00:13:39,200 --> 00:13:41,400
But then in Black Friday, you 
get the top 10 Black Friday 

333
00:13:41,400 --> 00:13:45,320
Deals, the top ten presents for 
him, for her, for Christmas or 

334
00:13:45,320 --> 00:13:46,840
for holiday season, things like 
that. 

335
00:13:47,240 --> 00:13:49,360
When you have all that activity 
pointing back into to your 

336
00:13:49,360 --> 00:13:51,800
website and you turn all that 
stuff off in your site, all 

337
00:13:51,800 --> 00:13:54,440
those backlinks now land on a 
four O 4 and you quite 

338
00:13:54,440 --> 00:13:57,760
dramatically lose the benefit 
from Google's eyes and anyone 

339
00:13:57,760 --> 00:14:00,560
still clicking on those links. 
You surely want to send that 

340
00:14:00,560 --> 00:14:05,240
person into a live page that 
says hey, you were trying to get

341
00:14:05,240 --> 00:14:08,000
hold of this Black Friday deal. 
This is the product. 

342
00:14:08,000 --> 00:14:09,560
It's not on Black Friday 
anymore, but it's still on the 

343
00:14:09,560 --> 00:14:11,360
top rated products and here it 
is you can buy it now. 

344
00:14:11,560 --> 00:14:14,160
So you want to make sure you 
redirect all of this stuff into 

345
00:14:14,160 --> 00:14:17,080
the right places so you don't 
lose all of that when you turn 

346
00:14:17,080 --> 00:14:18,120
all your Black Friday content 
off. 

347
00:14:18,120 --> 00:14:20,200
So every time you get rid of a, 
you want to redirect it 

348
00:14:20,200 --> 00:14:22,080
somewhere. 
And the second part of this 

349
00:14:22,080 --> 00:14:25,240
first point as well as you want 
to make a Black Friday page for 

350
00:14:25,240 --> 00:14:27,680
2026, you want to make it. 
This is part of our secret 

351
00:14:27,680 --> 00:14:29,560
sauce. 
We used to only do this for say 

352
00:14:29,560 --> 00:14:31,960
it's the clients, but we talk 
about the podcast now because we

353
00:14:31,960 --> 00:14:34,360
love you guys. 
But you want to make a page 

354
00:14:34,360 --> 00:14:37,400
specifically for for Black 
Friday 2026. 

355
00:14:37,400 --> 00:14:39,720
You want to make it now and you 
want to forward a lot of your 

356
00:14:39,720 --> 00:14:42,720
activity to that. 
So through the entire year, 

357
00:14:42,720 --> 00:14:45,320
you're ranking number one for 
Black Friday and whatever your 

358
00:14:45,320 --> 00:14:47,040
thing is. 
So there might be Black Friday 

359
00:14:47,040 --> 00:14:49,760
phone cases, for example, Black 
Friday Deals on phone cases. 

360
00:14:49,760 --> 00:14:52,560
If you sell phone cases and then
you want to be #1 throughout the

361
00:14:52,560 --> 00:14:55,040
entire year to get to Black 
Friday, you're already number 

362
00:14:55,040 --> 00:14:55,920
one. 
You're going to get a ton of 

363
00:14:55,920 --> 00:14:57,920
traffic for that. 
And there's a bit of a dogfight 

364
00:14:57,920 --> 00:15:00,480
as soon as all their different 
phone case companies and same in

365
00:15:00,480 --> 00:15:02,520
any industry put all their Black
Friday pages out. 

366
00:15:02,520 --> 00:15:05,760
So massive opportunity to build 
that page now and send a lot of 

367
00:15:05,760 --> 00:15:08,480
your links into it. 
And you, and another quick tip 

368
00:15:08,480 --> 00:15:11,240
as well is put some sort of sign
up page, say like put your 

369
00:15:11,240 --> 00:15:12,760
e-mail address in here. 
You'd be the first to hear about

370
00:15:12,760 --> 00:15:15,800
Black Friday when it does launch
for 2026 and you've already got 

371
00:15:15,800 --> 00:15:19,160
an e-mail, which I'm sure you 
love this guys at Saguno, you'll

372
00:15:19,160 --> 00:15:21,480
have that e-mail campaign ready 
to roll to people that been 

373
00:15:21,480 --> 00:15:24,720
waiting a month, six months, 12 
months for the Black Friday 

374
00:15:24,720 --> 00:15:28,320
activity for 2026 #2 on 
advertising, you want to 

375
00:15:28,320 --> 00:15:30,480
schedule all of your advertising
campaign updates. 

376
00:15:30,480 --> 00:15:33,680
And if you can or you're able to
as well, and Shopify, you want 

377
00:15:33,680 --> 00:15:35,520
to schedule all of your Shopify 
updates. 

378
00:15:35,920 --> 00:15:39,000
One of the biggest things we've 
seen brands fall down on is like

379
00:15:39,240 --> 00:15:41,600
the campaigns are still running 
with the Black Friday Deals on 

380
00:15:41,600 --> 00:15:43,520
them, but actually the website's
been updated and there's no 

381
00:15:43,520 --> 00:15:44,720
Black Friday on the website 
anymore. 

382
00:15:44,720 --> 00:15:47,120
The Black Friday codes have 
expired, but we're still 

383
00:15:47,120 --> 00:15:49,400
advertising them elsewhere. 
So you want to schedule all of 

384
00:15:49,400 --> 00:15:52,800
the updates at the same time. 
So midnight, you want to put a 

385
00:15:52,800 --> 00:15:55,760
timer on the site so that Black 
Friday ends in one hour. 

386
00:15:55,760 --> 00:15:57,960
You're probably going to find 
some of the highest conversion 

387
00:15:57,960 --> 00:16:02,480
rates for that hour running into
Black Friday ceasing to exist #3

388
00:16:03,480 --> 00:16:05,600
all the audience. 
Anyone that's engaged with Black

389
00:16:05,600 --> 00:16:08,400
Friday, a bit like Saguna said 
earlier as well, anyone that's 

390
00:16:08,400 --> 00:16:10,960
engaged with Black Friday and 
has or hasn't purchased, you 

391
00:16:10,960 --> 00:16:13,120
want to put those guys into some
sort of audience. 

392
00:16:13,520 --> 00:16:16,800
And you want that audience very,
very specifically to be targeted

393
00:16:16,800 --> 00:16:19,080
on Google Ads. 
And you want to target a look 

394
00:16:19,080 --> 00:16:22,720
alike of those people next time 
you run a sale because you know 

395
00:16:22,720 --> 00:16:24,640
that these people have engaged a
Black Friday. 

396
00:16:24,640 --> 00:16:27,000
So you want to advertise to 
those guys and the look alike of

397
00:16:27,000 --> 00:16:29,160
them to find more people like 
them to engage with. 

398
00:16:29,160 --> 00:16:31,280
Your next sale, which might be 
into Christmas, it might be a 

399
00:16:31,280 --> 00:16:34,640
January sale, could be at any 
any other time of the year, but 

400
00:16:34,640 --> 00:16:37,600
you want to make audiences from 
all of the data you can to run 

401
00:16:37,600 --> 00:16:41,120
specifically as audiences on 
either P Max or or to run 

402
00:16:41,120 --> 00:16:42,320
through something like 
retargeting. 

403
00:16:42,360 --> 00:16:45,120
So you can still target those 
guys especially the same as like

404
00:16:45,120 --> 00:16:47,440
Saguna said earlier, if you have
their e-mail address, obviously 

405
00:16:47,440 --> 00:16:49,200
send them an e-mail and say, 
hey, you didn't purchase from 

406
00:16:49,200 --> 00:16:50,080
us. 
Why didn't you come back and 

407
00:16:50,080 --> 00:16:51,880
purchase if you don't have their
e-mail address. 

408
00:16:51,880 --> 00:16:54,600
This is a fantastic way building
these audiences of people that 

409
00:16:54,600 --> 00:16:57,080
have looked at Black Friday 
pages, clicked on Black Friday 

410
00:16:57,080 --> 00:17:02,560
adds, added to cart for a Black 
Friday product, etcetera #4 you 

411
00:17:02,560 --> 00:17:05,200
can still make Black Friday and 
Cyber Monday content after that 

412
00:17:05,200 --> 00:17:06,480
date. 
And content's obviously very, 

413
00:17:06,480 --> 00:17:11,119
very good for SEO. 
So one idea I, the team and I 

414
00:17:11,119 --> 00:17:12,720
put together here is thanks for 
shopping with us. 

415
00:17:12,920 --> 00:17:15,760
So doing a big blog post, thanks
for shopping for us during Black

416
00:17:15,760 --> 00:17:17,240
Friday. 
Again, if you're going to do the

417
00:17:17,240 --> 00:17:19,160
first thing I make Black Friday 
page, you can link this page 

418
00:17:19,160 --> 00:17:22,839
going get on our database for 
next Black Friday as fast as 

419
00:17:22,839 --> 00:17:24,839
possibly the first to hear about
exclusive deals will get early 

420
00:17:24,839 --> 00:17:26,440
access to next year's Black 
Friday as well. 

421
00:17:26,640 --> 00:17:28,960
So people that didn't purchase 
is a fantastic way to keep them 

422
00:17:28,960 --> 00:17:30,880
engaged, get their e-mail 
address and then you can start 

423
00:17:30,880 --> 00:17:33,000
emailing them through Saguno. 
Obviously got to make sure 

424
00:17:33,000 --> 00:17:33,920
you've got permission to e-mail 
them. 

425
00:17:34,040 --> 00:17:37,400
That is super important, 
especially in the UK and EU. 

426
00:17:37,760 --> 00:17:40,520
And you could also list some old
stock as well. 

427
00:17:40,560 --> 00:17:42,560
So stuff that's sitting in the 
corner of the warehouse that you

428
00:17:42,560 --> 00:17:45,240
just can't sell, say like, hey, 
this is leftover Black Friday 

429
00:17:45,440 --> 00:17:48,480
bits, bits of bits of. 
So we're extending the Black 

430
00:17:48,480 --> 00:17:51,240
Friday sale on our clearance for
another month or another three 

431
00:17:51,240 --> 00:17:53,080
weeks or something to try and 
shift a lot of that. 

432
00:17:53,280 --> 00:17:54,840
You could also do Black Friday 
leftovers. 

433
00:17:54,840 --> 00:17:56,920
I thought it was quite a nice 
one, especially after, you know,

434
00:17:57,480 --> 00:17:59,280
obviously this Thanksgiving and 
Black Friday, really, really 

435
00:17:59,280 --> 00:18:00,720
close to one another. 
I think that they're literally 

436
00:18:00,720 --> 00:18:02,720
next. 
Again, I'm not in the US, so 

437
00:18:02,880 --> 00:18:05,880
I've never lived in the US, so I
think they're literally day one 

438
00:18:05,880 --> 00:18:07,600
day before the other. 
So apologies for not knowing 

439
00:18:07,600 --> 00:18:08,920
that. 
I know it's really important for

440
00:18:08,920 --> 00:18:11,720
you guys in the US and I totally
support the message behind 

441
00:18:11,720 --> 00:18:14,320
Thanksgiving as well. 
And yeah, you can do Black 

442
00:18:14,320 --> 00:18:16,920
Friday leftovers, which was a 
nice kind of pun, or play on 

443
00:18:17,240 --> 00:18:21,400
Thanksgiving, Thanksgiving lunch
or dinner at #5 Then a final 

444
00:18:21,400 --> 00:18:24,120
point for me today. 
If anything went viral, these 

445
00:18:24,120 --> 00:18:26,000
are additional stories for your 
blog. 

446
00:18:26,000 --> 00:18:28,720
So like, we went viral. 
Thanks so much for engaging with

447
00:18:28,720 --> 00:18:30,560
us and putting some of the 
content out. 

448
00:18:30,560 --> 00:18:33,120
Like if one of your products 
went viral, I've literally seen 

449
00:18:33,120 --> 00:18:36,160
brands before say that, you 
know, we we're totally 

450
00:18:36,160 --> 00:18:38,240
unexpected. 
This was the most popular 

451
00:18:38,240 --> 00:18:40,840
product during Black Friday. 
And that's quite a nice 

452
00:18:40,840 --> 00:18:43,400
engagement piece to send out on 
e-mail to use in some of your 

453
00:18:43,400 --> 00:18:46,280
advertising or to even have just
generally on the website if 

454
00:18:46,360 --> 00:18:48,920
someone lands on a product says 
this product you're looking at 

455
00:18:48,920 --> 00:18:50,960
right now. 
This was our top best seller 

456
00:18:51,000 --> 00:18:54,320
during Black Friday. 
Anyway, got an amazing interview

457
00:18:54,320 --> 00:18:56,800
coming up next week. 
I think it's next week. 

458
00:18:56,800 --> 00:18:59,000
I got the date completely wrong 
whilst we're recording here. 

459
00:18:59,440 --> 00:19:00,480
So that might have been scrubbed
out. 

460
00:19:00,480 --> 00:19:03,040
But next week I think it's, it's
an amazing interview we've got 

461
00:19:03,120 --> 00:19:04,800
coming up, which was face to 
face, which is quite exciting. 

462
00:19:04,800 --> 00:19:07,120
So if it's not me and somebody 
sitting there, then it's that's 

463
00:19:07,120 --> 00:19:08,440
always going to be posted a 
little bit later. 

464
00:19:08,440 --> 00:19:09,480
Thank you so much for tuning in 
today. 

465
00:19:09,480 --> 00:19:10,560
I hope Black Friday's been 
amazing. 

466
00:19:10,560 --> 00:19:12,320
And I hope I haven't taken up 
too much of your time with 

467
00:19:12,320 --> 00:19:14,320
today's episode. 
Got loads of homework on there. 

468
00:19:14,320 --> 00:19:15,720
If you've got any questions 
about any of this stuff. 

469
00:19:15,960 --> 00:19:17,520
Hello at winning with 
shopify.com. 

470
00:19:17,520 --> 00:19:19,600
Send us an e-mail. 
And some of those don't appear 

471
00:19:19,600 --> 00:19:21,440
to be coming through to me at 
the moment, so I need to fix 

472
00:19:21,440 --> 00:19:22,960
something. 
But Byron is picking them up and

473
00:19:22,960 --> 00:19:25,600
forwarding them to me, mostly 
saying, have you responded to 

474
00:19:25,600 --> 00:19:26,880
these guys? 
This is a great question. 

475
00:19:26,880 --> 00:19:28,560
So thanks so much for sending 
all the questions in. 

476
00:19:28,560 --> 00:19:30,760
And if you haven't already, 
again, subscribe, leave us a 

477
00:19:30,760 --> 00:19:33,480
review and say sorry for my 
scatiness and terrible audio and

478
00:19:33,480 --> 00:19:35,560
video quality today. 
I'm on holiday, but I'll be back

479
00:19:35,560 --> 00:19:37,840
in the studio again next week. 
Thanks so much for tuning in. 

480
00:19:38,000 --> 00:19:39,640
Take care and I hope you have an
amazing Black Friday. 

481
00:19:39,920 --> 00:19:42,560
This episode of Winning Shopify 
is brought to you by Tax Cloud. 

482
00:19:42,560 --> 00:19:44,880
It's the busiest time of year 
for e-commerce. 

483
00:19:44,880 --> 00:19:47,160
Your stores buzzing, orders 
flying in and growth is at an 

484
00:19:47,160 --> 00:19:48,840
all time high. 
But with all that momentum can 

485
00:19:48,840 --> 00:19:52,640
come new sales tax exposure that
you might not even see coming. 

486
00:19:52,640 --> 00:19:54,800
That's why now is the perfect 
time to take a closer look at 

487
00:19:54,800 --> 00:19:56,840
how you're handling sales tax. 
And make sure your. 

488
00:19:56,840 --> 00:19:58,640
Business is set up for the 
growth that you've earned. 

489
00:19:58,720 --> 00:20:01,200
Tax Cloud is our trusted partner
for sales tax compliance. 

490
00:20:01,480 --> 00:20:03,920
Built for growing Shopify. 
Brands they handle. 

491
00:20:03,920 --> 00:20:05,640
Regulations, filings and 
ongoing. 

492
00:20:05,640 --> 00:20:08,200
Compliance working. 
Directly with the states on your

493
00:20:08,200 --> 00:20:11,440
behalf across the US so you can 
stay focused on running your 

494
00:20:11,440 --> 00:20:12,800
store. 
They've got a five star rating 

495
00:20:12,800 --> 00:20:14,520
in the Shopify. 
App Store and listeners. 

496
00:20:14,520 --> 00:20:16,960
Winning Shopify get free at 
migration and boarding when you 

497
00:20:16,960 --> 00:20:19,160
make the switch to apply for 
that and learn more. 

498
00:20:19,360 --> 00:20:21,640
Go to tax. 
Cloud.com/winning. 

499
00:20:21,640 --> 00:20:24,720
That's tax. 
Cloud.com/winning.