717: How to Keep Your Customer at the Center of Everything w/ Casey Gauss

ABOUT THIS EPISODE

In this episode we talk to Casey Gauss, CEO of Viral Launch.

Click here to connect with this guest on LinkedIn.

Wouldn't it be nice to have several fault leaders in your industry know and Love Your brand? Start a podcast, invite your industries thought leaders to be guests on your show and start reaping the benefits of having a network full of industry influencers. Learn more at sweet fish Mediacom. You're listening to the BE TOB growth show, podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get it into the show. Welcome back to the BB growth show. This episode is sponsored by Directive Consulting, the B Tob Search Marketing Agency. We are here today with Casey Goss. He is the CO founder and CEO of viral launch. Case, how you doing to a man names? I'm amazing and honored to be here. Thanks so much for having me. I am really excited to be chatting with you today. CACY, you guys have been growing like crazy. Can you tell us a little bit about viral launch and and just a little bit of background on the growth that you guys have experienced lately. Yeah, of course. So we're a software and services company designed specifically to help enable entrepreneurs on the Amazon Platform. So we've worked with a little over ten thous in brands to date. These are brands ranging from guys like you and I just trying to make some supplemental money sourcing products from China, all the way to some of the, you know, most prestigious fortune one hundreds and a clients are doing over four billion dollars a year on Amazon now run over thirty FIVEZERO product launches and yeah, we're just really focus on building, you know, the most successful brands on Amazon. I love it so, Casey, as we were talking through kind of topic for this episode, the thing that surface to the top was keeping the customer at the center of all...

...you do. This is a no brainer. I think this is absolutely something that needs to be talked about more. You guys are clearly doing it and you're growing because of it. As we were leading up to kind of figuring out what the outline for this was going to be, you mentioned that in everything you guys do, at the core of what you do, there's this genuine care for people. Can you elaborate on that force of it before we get into your three keys to keeping that a customer at the center of what you do. Yeah, absolutely, I mean so at the heart of it. My personality is such that I just genuinely care about people, in deeply. So. You know, I come kind of from a background where we definitely struggled, you know, we had cars are of his as, we were evicted and so, like we moved around a lot, and so I've I've kind of like been in these unfortunate situations growing up and even still, like, you know, there's different situations that I find my family in everywhere, from the like, you know, being in jail and just like crazy things right and so I think that has really helped me to relate to people and understand that, you know, we are all just looking in, aspiring to be something. Maybe our decisions don't necessarily line up with it. anyways, I really care about people, and so that has allowed us to build a company where everybody on the team also really cares about people, and so that has allowed us to just build this very customer centric in this like a genuine company where everything that we're doing, from our marketing content to the products that we're building are all focused on people, which are our customers. I love it. I love it. And so you mentioned that one of the biggest things that you guys do is you build products that have not a marginal impact on your customers life, but a dramatic impact on your customers life. Talk to us a little bit more about that. What's that mean and how does that flush itself out and in the day to day of the running of the business? Yeah, so our best case study to date, we hope, take a brand new brand and they launched on Amazon. is where they...

...decided to launch a brand. ANYWAYS, they launched in June two thousand and fifteen. They did thirty six million in two thousand and sixteen, more than forty and two thousand and seventeen, and so our best case study, right. But anyways, like we have all kinds of case studies where brand come to US within thirty days, we take them from I think it was four hundred k a month to six hundred fifty k a month in thirty days. Brands just getting started with us. They go from just a couple of guys looking to make some extra money to go from nothing to k a month, which is you know, a million dollar business in ninety days. So like we really understand kind of what are the key lovers to success on Amazon and versus just building out tools that, you know, could help people a little bit here solve this problem there. We're looking at like how can we really have a dramatic impact in these people's lives? Shoe, you guys offer a service to come alongside companies and then you also have technoology that kind of augments at service. Is that how your business wader works? Yeah, great question. So we do everything from you know, we have some research tools. Were very data driven company. So we have some research tools that will help you identify, like what are the awesome opportunities on Amazon where I can make, you know, a lot of money. How much money could I make? What is the competition look like? So we're helping people identify the opportunities. Then you have your products. We have product photographers and House and we have a studio in our office. We have people that write the Amazon listening so will help you get your product up and listed on Amazon. Once it's up enlisted, then we will help you drive ranking and drive sales for those products as well. So we're building up kind of this comprehensive platform where a bootstrap company been around a little over three years. So we're still fleshing that out, but essentially the thought is we can take you from a to Z kind of. In this space particularly, we feel you have to be an expert at everything, to be an expert at anything, because there's such interplay between every department. And so yeah, we're trying to be those experts. I guess I love it. I love it. So building things that have...

...a dramatic impact, not just marginal impact, really has allowed you guys to grow without doing a lot of marketing. Can You? Can you talk to us about that? Yeah, yeah, so we don't share revenue numbers. You know, again, we're a bullshrap company. We've were a team of forty six and so like. Hopefully to illustrate some of the growth, I guess. So we were five people in May of two thousand and sixteen. I think we've already hired fifteen people this year or so and you know it's a lot of developers or, you know, director level people. So good amounts to sally. I'm trying to give a sense of revenue. Again, we're boots straps seven hundred dollars went into the business when we first launched and yeah, we've been kind of growing profitably ever since. And Yeah, so you know, I am not a marketing person, I'm a product person, and so we haven't really up until just a couple months ago, we haven't really focused too much on marketing. It's all been product, product, product, and because of the dramatic results that people are having, they share it as like how are they having success in Amazon for part of a lot of courses or influencers are excited about like our software and what it can do for their course members or whoever, and so we've been able to go really well just because of the impact that we have here. It's story time, and this growth story is about search engine marketing. Okay, so the story revolves around e sub, a project management SASS company specifically for subcontractors. Even though e sub had incredible customer attention, they struggled with growth. Being a niche service, they discovered that there was little demand expressed for their solutions within search engines. To take on this challenge, E sub hired directive consulting the BB Search Marketing Agency. After refining targeting, pre qualifying clicks with an ad copy...

...and developing custom laming pages. Directive was able to increase e subs marketing qualified leads by seventy one percent while decreasing their cost per lead by sixty five percent. I have a hunch that directive can get these kind of results from too, so head over to directive consultingcom and request a totally free custom proposal. That's directive consultingcom. All right, let's get back to this interview. One other thing that you mentioned, Casey, beyond going to just building products that have that make a dramatic impact, you said that you guys go to a lot of conferences and you you hang out with customers at those conferences. Can you talk to us about that approach? Yeah, so I'm definitely a hustler. Like I said, kind of come from nothing. I built viral launch actually with sacks on my hands because my brother and I couldn't afford heat in our apartment when we were first getting off the ground. So I'm definitely a hustler by nature, you know. anyways, so when area of this hustle that has allowed us to grow, as you know, we go to tons and tons of conferences. Part of our team is out of conference right now actually, and I leave tomorrow to go to another conference. And anyways, at these conferences versus, you know, at this point, you know, I'm a speaker and so what some of the other speakers like to do is they just go hang out without the other speakers and, like, you know, I'm too fancy or too cool. Might time is too valuable maybe to really go hang out with the attendees. And absolutely not, you know. Again, I love talking to people, I love having kind of a pulse on the market and I have value, I think, to bring to these guys. And so, anyways, I, you know, every night I'm out till one am, two am, sometimes even later, unfortunately, but it just talking with these sellers in trying to help them understand like maybe different nuances of the Amazon business, to give them value. And so I've been doing this for the last, you know, three years, where I just go to a ton of princes spend so much time talking with these customers,...

...and it's not out of like you know, I'm not the type of Guy, I'm not a sales guy, I'm not the type of guy that is like, Oh, you know, I want to have this conversation, so I can get you to use fire lunch like I just enjoy talking about Amazon and helping these people understand. So all the conversations are intended to be beneficial to the customer. But anyways, over the last three years, just spent hours and hours at these conferences, after the event, just hanging out with these sellers so to hopefully help them, you know, make better decisions in their Amazon business and through that, yeah, they get to see that we're genuine people, we know what we're talking about and we do care about people, and so that has helped their customer growth. That makes it makes perfect sense. I think it's one of those things that I don't think is the the sexiest growth hack, but spending time with customers, potential customers, hearing about the problems they're having and and then using that, that data, that insight, to be able to feed back into the products that you're putting into the market. I'm sure you can point back to probably hundreds of conversations that you have, that you've had over the years that have in some way, shape or form impacted the products you guys are putting out there, that they are allowing folks to excel and to and to grow their Amazon presence and and the the sales that they're generating on Amazon. The third thing that we're going to talk about, Casey, and this will be the last point, is building content without a specific tie to the business. You alluded to this in your last answer when you said, Hey, you know, I you know, I don't want to hang out with people after conference. Is just just to talk about our tool, like I could write, I could, you know, if they use our tool, great, if they don't, great, but you genuinely want to help people and that is crucial, according to you, in your content as well. I completely agree with it. Talk to us about your content strategy and why it's important to not, you know, not have everything tied directly back to your product. Yeah, so I mean to premise, we're still figuring out our content strategy. Again, we're...

...just starting to get serious about marketing. But I maybe we do have a good amount of content on our site and so, unfortunately, in our space there's no good amount of people that are sharing very biased information, but there they will share information and that, you know, omits maybe important details just for the sake of, you know, getting them onto their platform. Or on to their service or software or whatever, and so we've taken a very we want to take a very objective, data driven approach to every scenario. So we have a podcast and we talk a lot about like dispelling the myths of these guys are sharing this this information and telling sellers this thing because they want them to use their software. It's like, well, you know, in reality, this is kind of what the data is showing us. And so we spend a good amount of time actually busting myths, because one of the biggest points of fail you're in the or causes of failure in this business is just misinformation and people running their business maybe inefficiently or making bad decisions. And so, even though these these decisions have no impact on whether or not you're going to use fire launches, you know, services or software, we just want you to be able to make the right decision. So we do Allot of myth dispelling, which has worked great for us, because people have been thinking maybe one way. And when we're able to provide this data, you know, we're tracking over a hundred million products daily on Amazon and we're tracking tons of keywords. You know, I gues said, our customers are doing billions of dollars in sales. We have a lot of data that were able to aggregate and pulled, you know, these great insights from to share with people. Also, you know, there's been plenty of times where maybe there's a change in Amazon's terms of service or something going like going on where people have a lot of questions and maybe these questions will even or maybe people will even question like well, should we be using fire launch, or should is viro launch still like one of our services, which is a launch service? At one point in Amazon made this big review change or and people were...

...asking, well, should we still use fire launch throughout this process, and we were just very honest and upfront, whereas the majority of other companies were like, this is what Amazon's change in terms of service means, this is how you should move forward. But there's there's in reality, there's so much uncertainty and everybody was just saying, putting their stay in the ground, saying this is how you need to operate moving forward, because that's what benefited their business. We took a very honest approach, saying hey, this is all the data that we have, this is all the information that we have. Here is our interpretation of it. It is biased, obviously, but here's our interpretation and we'll see. will update this thread as we get more information. But we want you to make the most informed decision possible, not, you know, misinformed decision so that it benefits me. I love that. And that again, Casey, I think all of this points back to your genuine care for people and your team's genuine care for people, and I think when that is your North Star, it makes sense that in situations like that, you're going to do the right thing for them because they're your priority. And so I love, love the ethos that you guys have built your culture around, because I think it's what we should all aspire to do. So if there's somebody listening to this case they want to stay connected with you, they want to learn more about viral launch, what's the best way for them to go about doing that? So I'm kind of a hard person to get ahold of. Honestly, the best way to get ahold of me into to really see what's going on and connect with me, is just following me on instagram. I post on my stories a decent amount and I try to get back to people as much as possible. On instagram. I'm not as good on facebook or not very good on email, so I apologize. I'm trying to keep I have a lot of people that reach out. So love it. I love it. So so follow you on it's gram. And then where can they learn more about viral launch? Yeah, it's a viral launchcom as our website. We have a blog with a good amount of content. We have a podcast where we do a lot of myth the spelling, but...

...really it's called follow the data, when we just help people see the the data on the Amazon side and make those important decisions. I love it. Awesome. Case you will. Thank you so much for your time today. This has been fantastic. I really appreciate it. Man, thanks so much to Jims again, honor to be here. Thanks for having me. There are lots of ways to build a community and we've chosen to build the be tob growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests, no sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BOB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be toob growth dinnerscom. Thank you so much for listening. Until next time.

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