10/15/25

Episode Summary

The host, Scott Austin, interviews filmmaker Jake Isham on how to use video as a storytelling tool for brands and e-commerce stores.

💡 Key Takeaways

Why video matters for e-commerce & brand building

 * Jake argues that video is one of the strongest ways to convey brand identity, build trust, and engage audiences — especially because good video content can attract attention in a crowded space. 

What makes a video “great”

 * Uniqueness and visual hooks are crucial to grab attention. 
 * Use storytelling over just listing specs — focus on the problem your product solves and the emotions around it. 
 * Speak your customer’s language. Use their words when describing their pain points or needs. 

Experimentation is key

 * You might not know up front which video concept will “stick,” so try multiple versions and see what resonates. 

Practical advice for smaller brands / DIYers

 * Many small brands start using just their phone and free editing software. 
 * Be realistic about the time investment needed for shooting, editing, and refining video work. 
 * Distribute videos broadly: YouTube is emphasized (as the 2nd largest search engine) and has SEO benefits beyond just a video channel. 

Show Links 

 * Website - https://www.jakeisham.com/
 * LinkedIn - https://www.linkedin.com/in/jakeisham/
 * Brand-It! Calendar - https://apps.shopify.com/brand-it-calendar 

Transcript & Video

https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-170-storytelling-with-video

Episode 170 - Storytelling with Video

10/1/25

Episode Summary

The episode stresses that video content is essential for Shopify brands—without it, you risk being invisible. Guest Sonja from Partly Sunny Projects shows how authentic, consistent TikTok videos (often cross-posted to Instagram and YouTube Shorts) build brand identity and engagement.

Key points:

 * Video differentiates your brand when products are commoditized.
 * Consistency beats perfection—Sonja made thousands of trial videos before finding her rhythm.
 * Keep it simple—a phone and in-app editing are enough.
 * Focus on engagement and branding, not just hard sales or vanity metrics.

Takeaway: Start making videos now. Authenticity and persistence matter more than polish.

Show Links 

 * Partly Sunny Projects - https://partlysunnyprojects.com/ 
 * Badgezilla - https://apps.shopify.com/badgezilla 

Transcript & Video

https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-169-create-videos-or-fail 

Episode 169 - Create Videos or Fail

9/17/25 - Episode 168

Episode Summary

See how Shopify store owners can use custom theme code to add missing features or enhance their store’s functionality. Host Scott Austin shares real client examples from recent projects to demonstrate small but impactful theme edits—like hiding product photos, making product forms full-width, and customizing experiences when using product options apps. The episode emphasizes that while themes are flexible, adding custom code can efficiently and cost-effectively address unique business needs. 

Show Links 

Pom-Bell

 * https://pombells.com/products/build-your-own 

Tee Box Dice 

 * https://teeboxdice.com/

Emerson Knives

 * https://www.emersonknives.com/products/cqc-7b

Pilot Test Charts

 * https://pilottestcharts.com/products/rec-test-chart-long-beach 

Bixby Chocolate

 * https://bixbychocolate.com/products/bixby-chocolate-advent-calendar

Scorpion Percussion

 * https://scorpionpercussion.com/pages/drumsticks
 * https://scorpionpercussion.com/products/your-band-work-shirt

Linear Shopping Experiences

 * https://apps.shopify.com/linear-shopping-experience

Transcript & Video

https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-168-diy-shopify-add-missing-features-with-theme-code 

Episode 168 - DIY Shopify: Adding Missing Features with Theme Code

9/3/25 - Episode 167

Episode Summary

This episode explores Google’s NotebookLM as a “source-grounded” AI assistant that turns your own docs, URLs, videos, and transcripts into actionable insights—useful for Shopify brands that need synthesis over generic brainstorming. Scott contrasts NotebookLM with general chatbots, then shows real-world uses (client “second-brain” notebooks, podcast topic gap analysis, and a property manual knowledge base). He closes with eight ecommerce applications (from competitive intel to FAQs and content repurposing) and a reminder to treat AI as a powerful tool in a human-driven workflow. 

Quick takeaways:
- What it is: an AI note-taking/analysis tool that only cites your provided sources, reducing hallucinations. 
- Real examples: memory cache for client work, podcast gap analysis, and support answers for a short-term rental. 
- Shopify uses: competitive research, support knowledge base, SEO/content strategy, market research, product copy, FAQs, and content repurposing. 
- Mindset: don’t treat AI like an employee—use it as a tool and keep human judgment in the loop.

Show Links 

 * Notebook LM - https://notebooklm.google.com/
 * Notebook LM Podcast of Notebook LM Research - https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-167-notebook-lm-an-ai-assistant-for-shopify-success#auto-podcast
 * Gemini - https://gemini.google.com/app
 * Google Workspace - https://workspace.google.com/
 * Google Meet - https://meet.google.com/
 * Flex Theme Sections - https://apps.shopify.com/flex-theme-sections

Transcript & Video

https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-167-notebook-lm-an-ai-assistant-for-shopify-success 

Episode 167 - NotebookLM, an AI Assistant for Shopify Success

8/20/25 - Episode 166

Episode Summary

TL;DR Summary

Small brands should delay ad spend until product-market fit is proven (around 100 sales). Focus on Google and Meta ads, understanding the difference between search-driven intent and interruption-based discovery. Video ads are essential and can be created cheaply and reused across platforms. Expect technical setup hurdles with ad platforms, but the payoff is worthwhile. Finally, keep control early, and only outsource when you find the right partner.

Episode Highlights

1. Speed & Agility of Small Brands

 * Small brands can move quickly, test ideas, and pivot without bureaucracy.
 * Direct access to decision-makers allows rapid experimentation and execution.

2. Start Only After Market Fit

 * Secure product-market fit first.
 * A common milestone: get your first 100 sales before spending on ads.
 * Those initial sales usually take more effort than the next 900.

3. Intent vs. Interruption Ads

 * Intent-based ads (Google Shopping, PPC): best when customers are actively searching.
 * Interruption-based ads (social media, video): best for creating awareness of unknown products.
 * The most effective starting platforms: Google and Meta (Facebook/Instagram).

4. Video & Creative

 * Nearly all small e-commerce brands should use video, but very few do.
 * One raw video can be repurposed into multiple versions (different voiceovers, subtitles, edits).
 * Video is more forgiving than text or photos—mistakes are less noticeable.

5. Leverage Resources Across Platforms

 * Creative made for one channel (e.g., Amazon infographics) can be reused across other platforms.

6. Setup Complexity

 * Running Google ads requires multiple integrations: Shopify, Analytics, Merchant Center, and Ads.
 * The setup can be tedious, but once done, it’s smooth to maintain.

7. Other Key Takeaways

 * Be aware of pitfalls when copying strategies from big brands.
 * Track effectiveness with metrics like ROAS and conversion attribution.
 * Budget realistically and allow time for optimization.
 * Hire agencies carefully—better to start in-house and only bring on partners when aligned.

Show Links

 * PPC Pitbulls Checklist - https://www.ppcpitbulls.com/shopify
 * Badgezilla - Trust Badges & Icons - https://apps.shopify.com/badgezilla

Transcript & Video

https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-166-ad-strategies-for-small-brands

Episode 166 - Ad Strategies for Small Brands

8/13/25 - Episode 165

Episode Summary

In this episode, Scott Austin speaks with Sean McCarthy from Customers.ai, a customer acquisition expert, to explore how eCommerce brands can significantly grow revenue through paid ads. They present a case study of a brand that scaled from $90K to $250K in monthly revenue within months through a strategic, data-driven advertising approach.

Key Takeaways:

 * Customer Acquisition Strategy: The brand initially had poor ad performance with low ROAS. Sean implemented a structured acquisition strategy, moving from ad-hoc efforts to a deliberate, customer-centric funnel.
 * Channel Shifts: They started with Facebook and Instagram but shifted toward Google Ads, which better targeted high-intent customers searching for barefoot shoes—leading to improved performance.
 * Attribution and Analytics: A key to success was using an attribution platform to accurately measure and connect performance across Facebook, Google, Klaviyo, and Shopify.
 * Content and Creative: Success required high-quality, lifestyle content (not just product shots). This was repurposed across platforms to test various creatives and learn what resonated.
 * Testing and Iteration: The team tested many ad types (videos, slideshows, etc.). They emphasized learning over failure—understanding what doesn’t work is as valuable as knowing what does.
 * Indicators for Scaling Ads: Brands should consider paid ads when they have strong fundamentals like a high repeat customer rate (e.g., 25%) and solid conversion rates. These suggest a strong product/market fit.
 * Advice on Hiring Agencies: Sean advises brand owners to learn the basics and run ads themselves first before hiring an agency. Agencies should be focused on optimizing spend—not just scaling budget quickly.

Final Message:
Investing in paid ads can drive rapid growth—but only if it’s done strategically. It requires time, money, tracking, testing, and good creative. Start small, build a foundation, and scale intentionally.

Show Links 

 * Shawn McCarthy - https://www.linkedin.com/in/shawnwmccarthy/
 * Customers.ai - https://customers.ai/
 * Linear Shopping Experiences - https://apps.shopify.com/linear-shopping-experience


Transcript & Video

https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-165-revenue-growth-through-ads

Episode 165 - Revenue Growth Through Ads

7/30/25 - Episode 164

Episode Summary

Stacey Blood of Blue Shark Journey explains how his brand builds customer loyalty by educating aquarium owners through personalized journeys via SMS and WhatsApp. Instead of relying on discounts, they deliver timely, helpful content based on the customer’s tank setup. This approach creates trust, boosts retention, and achieves high engagement with zero unsubscribes—ideal for passionate, info-driven niches.

Show Links 

 * Blue Shark Journey - https://bluesharkjourney.com/
 * Brand It! Calendar - https://apps.shopify.com/brand-it-calendar


Transcript & Video

https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-164-customer-loyalty-with-blue-shark

Episode 164 - Customer Loyalty with Blue Shark Journey

7/16/25 - Episode 163

Episode Summary

Scott Austin talks with Nikita Vakrushev from Aspekt about using SMS marketing for Shopify stores. Nikita explains how SMS can boost email revenue by up to 20%, and shares when and how brands should get started—starting with collecting consent and adding SMS to flows before launching campaigns. They discuss best practices, legal opt-in rules, and why Klaviyo is a solid all-in-one platform for both email and SMS. 

Show Links 

 * Aspekt - https://aspektagency.com/
 * Nakita on LinkedIn - https://www.linkedin.com/in/nikita-v/
 * Badgezilla - https://apps.shopify.com/badgezilla


Transcript & Video

https://jadepuma.com/blogs/shopify-tutorials/episode-163-sms-with-nikita-vakrushev

Episode 163 - SMS with Nikita Vakrushev

7/2/25 - Episode 162

Episode Summary

Host Scott Austin shares a special episode where he is interviewed on the Firing the Man podcast. Scott, the founder of Jade Puma—a Shopify-focused agency based in San Diego—discusses his extensive experience in e-commerce, having worked with businesses ranging from startups to large enterprises. He emphasizes that the success of e-commerce ventures is largely determined by the people behind them, rather than just products or pricing models.

Show Links 

 * Firing the Man Podcast - https://firingtheman.com/
 * Flex Theme Sections app - https://apps.shopify.com/flex-theme-sections


Transcript & Video

https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-162-scott-gets-interviewed

Episode 162 - Scott Gets Interviewed

6/18/25 - Episode 161

Episode Summary

Scott Austin interviews Tanner Larsson to explore how AI is transforming e-commerce. They discuss how traditional SEO strategies are being disrupted by AI-driven search tools like ChatGPT, and what that means for Shopify store owners. Tanner shares insights on adapting content strategies, staying relevant in AI-generated results, and preparing for the future of shopping where search becomes conversational. The conversation emphasizes being proactive with AI tools and building genuine brand value beyond keyword optimization. 

Show Links 

 * Tanner's LinkedIn - https://www.linkedin.com/in/tannerlarsson/
 * AI Commerce Tool - https://ecomaidatalayer.com/
 * Linear Shopping Experiences App - https://apps.shopify.com/linear-shopping-experience


Transcript & Video

https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-161-ai-commerce-with-tanner-larsson

Episode 161 - AI Commerce with Tanner Larrson

Want to get the most out of your Shopify business? Listen to the Shopify Solutions Podcast to get concrete examples and recommendations on how to build and grow your eCommerce business. Hosted by Scott Austin, owner of JadePuma [https://jadepuma.com], a Shopify-focussed agency. Scott has decades of e-commerce business with the biggest companies and the smallest stores and everything in-between.

Scott Austin

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