James Ewens: How Green Feathers Grew 35% by Ditching Marketplaces

Bring nature back to your garden—and onto your screen. James Ewens (E-commerce Director at Green Feathers) breaks down their shift from B2B/marketplaces to a DTC-first engine, the UX/SEO playbook behind 30–35% growth, and why old-school brand building (plus smart Digital PR) still beats hacks—especially in the AI era.

What you’ll learn:

The DTC pivot: reallocating marketplace effort/budget into PPC + UX-led SEO
DPR that moves the needle: “Birds, Not Rats” and review sampling (Telegraph, TechRadar)
Content + product pages that win AI overviews (without chasing “AI hacks”)
How TV placements (Netflix/Amazon/ITV) amplify organic demand
Seasonality 101: when to install a bird box (and why now matters)

Timestamps
00:00 – Intro & Mission
00:49 – Brand & Growth
03:16 – DTC vs Amazon
04:41 – Niche & Site UX
07:26 – Organic vs Marketplaces
09:47 – SEO & Digital PR
10:47 – Campaigns & Reviews
14:08 – Creators & TV
20:46 – AI & Search
29:18 – Bird Boxes & CTA

#ecommerce #DTC #SEO #DigitalPR #AIMarketing #Shopify #Wildlife #BirdBoxCamera #UX #ContentMarketing

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