Intro Adam Trainor
Hey everyone, welcome. Today we are talking e-Commerce with Adam Trainor, the COO of Onfolio. Onfolio is a holding company that holds several online property businesses, and one of those brands is an e-Commerce business called Vital Reaction. 

This one is in the health supplement niche, and Adam will tell us how he took over that brand, in the beginning, assessed it with different strategies and ideas, and then took those findings and converted it into actual marketing tactics. He talks about content marketing, paid media advertising, and how to structure the funnel as a whole. 

If you want to get in touch with Adam or any guests of the show, please feel free to join our Facebook group. If you like this content feel free to subscribe, like and comment below. Stay tuned and see you at the inside. 

Today we have a very special guest. His name is Adam. Adam has an interesting career background. He started out as an academic. He also went into entrepreneurship and started his own tutoring company. Then he transitioned into retail, first physically, then online. He was running an online e-Commerce store, which we are going to talk about in a bit. And now he is the COO of Onfolio, an investment fund that is investing into several online business properties, which we are also going to tip on in a little bit. So, first of all, Adam, welcome to the show.

https://www.youtube.com/watch?v=PO639q5CQzw&t=6s
Episode Highlights
Within the course of about a year and a half I completely transformed the company from a 100% reliant on affiliate revenue to about 80% reliant on marketing channels, organic SEO marketing, and grew it from about 20K revenue back up to about 80K in revenue, by the time I transitioned out. (6:35)

If you're trying to scale an e-commerce company, that means being the Google Ads guy, being the Amazon guy, being the Shopify guy, being the SEO guy, you really have to wear all those hats. (13:16)

Most people probably aren't converting. That's why you got to go to the middle of the funnel and figure out, okay, now I got to get them to know, like, and trust me, see what the objections are. How do I build trust? How do I get testimonials? Then, you flush that out and then you have a sales funnel. From there, it's a matter of iterating and tweaking and testing. (19:11)

One of your goals in any kind of business, whether it's e-Commerce, even if it's just a content site, if you're monetizing the ads, you should always be doing email capture. One of the best ways to get people's emails—with the lead magnet. (24:14)

You have to really understand the problem your customer has. You have to understand the language they use to describe that problem. You have to understand what that problem is creating in their lives emotionally, structurally, and how you can address both the real world, like rational thinking. (27:15)


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Vital Reaction: The Beginning
I had a bit of a circuitous path to getting to Vital Reaction. Like you mentioned, I've had a lot of jobs. So, when I was an undergrad, I was working full time, when I was in college, working in brick and mortar retail. I worked my way up from a sales associate, so by the time I had graduated undergrad, I was managing a store. 

It was a high-end sporting goods store in the Boston area. At the same time, I had also tutored pretty heavily throughout school, for school and then on my own. It was pretty lucrative and I enjoyed doing it. I got to a point kind of working in brick and mortar retail where, I mean, I learned a ton. I learned how to run a business. I learned how to manage people, which is probably the most important thing. 

I learned a lot, but it was a big corporate company, and I got to a point where I was managing the store in suburbia that was supe...