Chris H.

If this metric is lagging in your studio... It can have major ripple effects. What’s the metric? >>Conversion Rate<< Studios often think they have a “marketing problem.” In reality...they have a “conversion problem.” Here’s what I mean… Conversion Rate Impact: → Imagine increasing CR from 15% to 40% → For every (100) intro packs sold → That's (40) new members  → Instead of (15) new members Cost Per Acquisition: → With a higher CR… → Your investment per new members plummets. → Instead of casting a wide net for minimal returns... → You're strategically investing in targeted conversions. → Making your marketing dollars are MORE effective. → (Bringing in more members for less) The Revenue Reality: → This is where the difference is felt → With an average monthly membership of $150 → At a conversion rate of 15% → You’re making $2,250/month With a conversion rate of 40%? You’re making $6,000/month. Annually, that's the difference between… $27,000 and $72,000. Yes, you read that right. So do you have a marketing problem? Or a conversion problem? #boutiquefitness #fitness #fitnessindustry #fitnesstrends #innovation #digitalmarketing

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As you scale DTC - customer acquisition costs will increase...AND you'll make more $. Revenue growth doesn't come from acquisition growth - it comes from retention. Stacking customers is how we help build multiple 8 figure brands. So focus on increasing order value - it won't be impacted the next time Instagram goes down... #dtc #customeracquisition #shopify #digitalmarketing #facebookads #googleads #tiktokads Everything Bagel

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The top product on TikTok right now is a gut cleanse supplement. It's doing big numbers. Lessons: 1. Sell things that solve problems, not things that are "cool." 2. Taboo topics get great engagement and sales on social media. 3. Consumables are a great business. Lots of people who buy this will buy it again in the future with $0 CAC. Data found on Fastmoss. P.S. Million Dollar Sellers has 650+ successful Amazon sellers exchanging strategies and ideas every day. Go to my featured section to apply.

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How we helped Gozney generate 255x ROI, generating over 8 figs through Email Marketing alone Case Study Breakdown 🧵 We partnered with Gozney back in 2021 when they were looking for a reliable email partner to supercharge the growth of their email channel. They had an A++ product but were unsure about the best practices to build the foundations of their email channel. These are the problems they were facing: 1/ Low Email Revenue: They were sitting below 5% in email attributed revenue when we first took over the account. They wanted to increase this number to 25%+ 2/ Limited automations and Customer Journey: They were missing majority of their core flows, as well as having zero advanced flows. These are crucial as they help guide new subscribers seamlessly from awareness to conversion to advocacy 3/ Inconsistent brand messaging: As a fast-growing DTC ecom brand that was battling for the top spot in their industry, branding was very important to them. They had discrepancies in brand messaging and design across their emails. Their goal was to create email copy and designs that accurately captured their brand’s distinct identity. These are the high leverage strategies we implemented for Gozney... 1/ Complete recreation of Welcome Series: We understood the importance of first impressions for their subscribers. We redesigned and mapped out a new customer journey here subscribers would develop a holistic understanding of the brand with a warm embrace. This included creating specific emails featuring their 2 main cornerstone products, whilst also placing a large focus on educating the audience by showcasing their vast range of blogs, recipes, and cooking tutorials. As their product was high-ticket, we placed a huge emphasis on including UGC and customer reviews across the entire Welcome flow. 2/ Product-Specific Abandonment Flows Creating product-specific abandoned checkout and browse abandonment flows allowed us to send highly targeted and relevant emails to our subscribers Whenever a user would view a product or add to cart, they received an email specifically about that product which featured product-specific USPs, product-specific reviews and relevant UGC 3/ Consistent Campaign Strategy We planned out their calendar ensuring we implemented the perfect mix of promotional & educational content Resulting in a more nurtured audience, whilst also skyrocketing conversions. On top of our normal recipe/blog campaigns, promo emails, and product feature campaigns, we also included relevant national holidays such as ‘National Pizza Day, ‘National Cheese Day’, etc, to add more personality to their emails and increase engagement. The results? 👉 255x ROI on Email Marketing 👉 Consistent 35%+ email attributed revenue 👉 8+ figures in email revenue generated 👉 4x List Growth And a very happy client That's all for this case study breakdown! 

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Authenticity is the soul of your brand's story. This is why UGC is helping ecom brands stand out. Here's the scoop on UGC campaigns: → They amplify your narrative. → They're gold mines of genuineness. → They speak directly to your audience. My approach: 1. Encourage creative freedom. Give your customers the freedom to showcase your products in their own unique, creative ways. This will result in a diverse tapestry of genuine brand stories. 2. Curate with care and intention. Carefully select the UGC that best aligns with your brand's values and resonates most strongly with your target audience. 3. Showcase diverse perspectives. Highlight a wide range of UGC to ensure your brand's story is told from multiple authentic viewpoints. UGC can turn customers into storytellers. And storytelling into conversion. So craft UGC campaigns that stick. That makes your brand not just seen but felt. Because at the end of the day, It's about making every voice count. And every story shines. ________ I’m Marie, the ambitious island voyager. Follow me Marie Tuason 🌺 and ring that bell 🔔 for more Social Strategy, Wellness and Digital Nomad tips 🌱 #ecom #ecommerce

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When did DTC marketing become so lazy? Let's do an exercise: 👩 Customer visits website 👩‍💻 DTC marketer - HEY! You want 20% off? - Give me your email and get 20% off! - You're trying to leave? But we offered you 20% off... we were going to send you eXCluSivE offers you definitely can't find anywhere else on the internet. - Thanks for your email. Here's your 20% off. - How come you haven't bought yet? - Friendly reminder, your cart will explode 💥 in 3 hours and you will never be able to purchase from us, EVER. - We upped your EXcLusIVe offer to 25%, we don't do this for anyone 😑 - Your 25% off is ExPIrinG tomorrow 👀 - These sell really fast and there are only 2 left on the planet. - Did you hear us? This is your last chance. 🚶‍♀️ Customer has left 👩 9 days later... customer comes back to site 👩‍💻 DTC marketer again: - Hey, you want 20% off!???? This may be the best example for #DTC marketers to take a page out of the #B2B marketer's playbook. You have to understand that there is a buying cycle for consumers just like there is for businesses. Instead of pushing offers 24/7, do this: - Understand where they are coming from and what interests them - Personalize their experience and provide value, talk about the benefits and results they'll achieve with the product - Educate them and provide social proof - Talk about how it will make their life better or easier, and try to do it in an entertaining way Stop pushing offers as you're only marketing strategy. Start entertaining, educating, and providing some sort of human element. I guarantee you, this is the best #marketingstrategy to see growth.

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▶ Easy copywriting trick... Helping your audience understand if your offer is right for them can increase conversions, and I love the verbiage Monica Badiu shared in this clip. Hear our full conversation, "6 Ethical Ways To Get Your Audience To Buy Now” (link in comments), and let me know what you think. 😀

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My 22-point email audit has made $60m+ for DTC brands. Here are the 3 unexpected mistakes almost everyone’s making 👇 1/ Deliverability - the silent killer For an email to generate sales, your audience needs to actually see them. If Yahoo, Gmail, etc are throwing your emails in the spam/promotional folder, good luck getting seen. No views → no opens → no clicks → no sales 2/ Superficial Flows The magic is in the follow-ups. So, after countless split tests we weren’t surprised that comprehensive flows performed much better than run-of-the-mill 4-email flows. Yet, most email flows we inspect have criminally few variants or follow-up emails in their sequence. 2-4 emails per flow won’t cut it. 8-10 emails are better. (with specific exceptions) 3/ Sales to Value Ratio Many brands send out a wave of sales emails without providing any value. Or try to create value-based emails & come up short. You’d want to provide value in the form of content that nurtures the relationship with your audience, vs. only repeatedly asking them to buy something right now. Strive for a 70:30 value to sales ratio for your emails. Value emails will train your audience to open your sales emails in the first place. I’ve done this audit for 150+ DTC brands and every time I see the same mistakes. Concerned you’re making mistakes with your email marketing? Send me a connection request & I’ll audit your setup.

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Our team 5x’d email revenue for this DTC brand, from $8,865/m in July to $44,183/m in September last year. This brand was suffering from low open rates due to poor deliverability. Fixing deliverability can be a lengthy and delicate process when lots of prior damage has been done. In this case, it took us 3 months to solve their inboxing issues. A ton of effort, but the results speak for themselves. We added half a million dollars in additional revenue to this brand per year. PURELY through fixing their deliverability. Fixing sender reputation can make the difference between a 6-figure & 7-figure DTC brand. Despite this, criminally few DTC brands (and sadly, email marketers) understand the importance of email deliverability. Here are 5 reasons why fixing your deliverability is so important: 1/ Direct sales hit Your emails won’t generate any sales if nobody sees them. Imagine running Meta ads to Facebook Messenger instead of stories or news feeds. Same concept. 2/ Wasted effort All your email efforts are wasted with low deliverability. Did you hire the best copywriters to compose highly converting emails? With a weak sender's reputation, this is money and time down the drain. 3/ List churn Bad inboxing means your list will eventually disengage. All that money spent driving people to your email list is wasted if people unsubscribe. 4/ Less brand awareness Email can do the heavy lifting of nurturing a true relationship with your audience & building up brand awareness. That opportunity shrinks to zero when nobody sees your emails. 5/ Negative brand image What’s worse than no brand awareness? Negative brand awareness. When people actually consider checking their spam folder, they’ll associate your brand with “junk.” I can’t think of a worse outcome than this. Concerned your email deliverability isn’t where it should be? Send me a connection request & I’ll help you out.

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Jess Bachman: I've watched over $700,000,000 in ads and studied the top 49 DTC brands like: 💀 Liquid Death 👟 Nike 🍏 Apple and ❄ Yeti. Here are the 3 things that NEED to happen for YOU to achieve their level of success. STEAL this playbook 👇 # 1: Invent a time machine. Every successful company is product of its time period. Copying their playbook is only copying what used to work.. back then. You need a vision for what's going to work tomorrow. # 2: Get incredibly lucky. Wins that big REQUIRE luck. You can try to count cards to beat the house, but there is always some hapless competitor who wins a $2 billion Powerball. # 3: Don't. Be. Them. Breakout successes are incredibly unique. In their brand, product, team, and marketing. Unique = new and different. You can't copy your way to a breakout success. Stop looking for playbooks on LinkedIn and start writing your own... And when you're a billion-dollar brand, please share that playbook with the rest of us still looking... 🙏 P.S. Want Jess' REAL frameworks for winning creative? Get your FREE ticket to our 5-week ads masterclass. --> Make Ads That Convert <-- Jess Bachman will share his testing frameworks and how he comes up with wild creative ideas. Plus real tales & data from his top-performing ads. Get your FREE ticket here: Motionapp[.]com/make-ads-that-convert-2024 👋 Or hit us up in the comments!

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Attention CPG business owners: if you are thinking about scaling more aggressively into paid advertising to support your business, check out this blog post I wrote for one of my favorite Flighted clients, Settle! This will ensure you don't start off on the wrong foot with pricing, channel selection, evaluating agency partners, and tracking the right KPIs. Check it out here: https://lnkd.in/e7xZ_8uV

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Mistake 99% new DTC founders make: Investing in paid social without data. Ask: - Does my content have verified success? - Have I conducted comprehensive customer research? - Is my content strategy solid? One 'no' = not time for paid social. Start at ground zero.

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Should an unprofitable DTC brand take on debt? There's a ton of nuance to consider here but one thing you always need to remember is... All debt must eventually be paid back with profit. If you don't have profit available to pay back your debt, then you must pay it back with equity dollars. And if you're raising equity to pay back debt, then you're getting double-tagged with a hefty cost of capital... Once for the cost of debt (interest)... And once for the cost of raising equity (getting your ownership diluted)... Which makes me think - Should you have just raised equity (and not taken on debt) in the first place? -- Find this post helpful? Consider reposting or giving me a follow

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I've talked to 100+ DTC brands in the past 30 days and many are making a critical mistake: They completely ignore their UGC content. You could miss out on thousands (if not millions) of views and customer touch points by not tracking UGC content related to your brand. This data can greatly inform your decision-making and community growth. Take it from Carmen West who started automatically tracking all content that tagged her brand or used their hashtag. In just a few weeks, she collected over 1 million views - giving her insights into the best content and influencers talking about her brand. With the right UGC tracking tool, you get analytics on: ➝ Views ➝ Likes ➝ Comments ➝ Shares ... and all the creators talking about your products. Fully understanding these metrics allows you to find the highest-performing UGC for paid ads or product pages—and then you can optimize campaigns from there. Just make sure to get usage rights from the creator before using their content. Or you can use Refunnel to expedite the process for you.

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Snag grew their DTC from $0 - Over $30m+ in 3 years. Here’s how they did it: ➤ Problem-Focused Conception While out shopping, Brie realized her tights were slipping down. Growing frustrated, she asked some friends of hers if they experienced something similar. Turns out every single one of her friends had the same issue. This was natural fuel for her to look into things further. ➤ Data = Unfair Advantage Brie didn't have a background in marketing. Instead, her data-oriented mind gave her an advantage by looking at things a little differently. She ran a Google Survey of 3000 women to find out who else struggled to find a pair of tights that fit. The answer? 90% of 3000 people. Bingo. Opportunity validated. The data also showed how: → The market was commoditized → Men made most of the product purchases (Crazy right?) → Most women accepted poor fitting tights as the norm This inspired her to really look into solving this problem, and her search for suppliers began. ➤ Knew the numbers Before launch, Brie’s focus to really get a grip on her numbers really paid off. Since the sales were through DTC, she knew she needed: → 25% of revenue back into marketing → First-order profit → Small seed round to fund initial stock order Armed with the validation from the survey and some strong number-crunching, Snag launched. They cleared £300k/mo in under a year. The emphasis of being profitable from the first order was key to allow her to scale forward and further invest in marketing. ➤ Applied Zero-Party Data & Customer Service This is where Brie’s data-oriented approach really shone a light on how Snag scaled rapidly. The pandemic caused havoc for many brands, including Snag. Over 60% of the business disappeared overnight, and they went into negative. They had Facebook debt that had to be paid. Fast. Or Snag would die. That’s when Brie turned to her customers for answers. Her customers suggested a brilliant offer: 2 tights for the price of one, but the second pair gets sent in 6 months. The offer worked - Snag survived. And eventually thrived. This was a genius idea to help relate to her customers. ➤  Applied the ‘3-Piece’ DTC Law Finally, Brie understood the fundamental law of DTC. → Commitment to customer service → Great product experience → Solve a big problem Since all 3 were checked, the rest was down to semantics, unit economics, and following marketing fundamentals. ➤  Final Thoughts As a data analyst, Brie’s final words of advice were super impactful and really hit home. Yes, data is important, but it’s even more important that each data point is an actual human being, not just a number on a spreadsheet. Combining the importance of data with the understanding that each data point is a human is a brilliant formula for growth. What else would you add?

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Walked into a room full of strangers for a roundtable session and left feeling like we're about to create KC's sharpest GTM mastermind. Top 3 hot takes of the night 👇 🔥 The traditional B2B SaaS inbound motion is broken. Buyers are rarely ready for a demo the first time they come to your website, so why are we slapping 'Book a demo' buttons in every section of copy? Emily Elizabeth said that she and her team at Onspring lead with the ideal experience that every buyer wants — to choose their own pace and engage at the level that makes sense for their own journey vs being forced to book a sales call before you're ready. In practice this means: ⚡️ instead of booking a demo right away, you can watch a demo. ⚡️ when you're ready for the sales call, you get a fast response. Paired with lower-funnel content and personalized landing page experiences, they've achieved a 400% increase in conversions. 🤯 Can you believe?? 🔥🔥 Sales teams are leaving cash on the table when they focus only on acquiring new customers. Brian Nelson said he and his GTM team at ClientCircle reversed churn and rapidly affected ARR by focusing first on keeping existing clients happy and expanding as relationships grew. In practice this means: ⚡️ for every sales exec, there are TWO account managers. One is focused on client strategy to help them grow their business, and another to provide day-to-day account support. ⚡️ mapping out the customer lifecycle and orchestrating outreach that supports product adoption and fosters champion-building relationships with customers. This customer-first sales approach not only keeps more money on the table for them — it also helps their clients do the same. 🤑 That's an undeniable win-win. 🔥🔥🔥 As a collective, we are missing the mark on messaging. Ryan Couch said that after years of working with cybersecurity teams at Fishtech Group and Cyderes, the message that clients need to hear is vastly different than what most marketing provides. "A CTO or CIO doesn't care about the latest AI feature, they want to be able to sleep at night knowing that their business is secure and they won't be in the headlines the next day because of a breach." In practice this means: ⚡️ Creating messaging that outlines solutions for business problems vs messaging that only addresses technology gaps. ⚡️ Closing the gap between sales and marketing when creating messaging that resonates with the ICP — listening tools like Gong help GTM teams tap into the minds of their prospects. The product marketer in me could write a full dissertation on ALL things messaging, but that's coming next week in part 3 of my guide "3 Critical Initiatives in 30 Days". (Stay tuned 😎) Huge thanks to the rest of the roundtable: Chandler B., Aaron McKee, Christopher Greco, Peter Lane, Jeff Loos, and Eric James 🙏 Thank you Jason Myers for getting us all together!

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Here's 7 different tactics to help improve your CPM on Youtube... AKA how to improve your total ad revenue A thread🧵👇🏼 1. Geographic Location Listed on Your Channel - Where are your viewers (or your economic spending of your viewers) based in? Different locations produce different spending habits of advertisers. 2. Age of Audience How much buying power does your audience have? How much spending power do they have? Know your audience and view them through the lens of the advertiser. Would they want to advertise on your channel? 3. Niche or Industry Are you in a profitable niche on Youtube? There is PLENTY of opportunity on Youtube, but is there anything out there to show you that your niche is profitable in this space? 4. Seasonal Change in Certain Niches If you're wondering why your CPM goes up and down, maybe something you are looking at are seasonal changes within your niche. Example: maybe your a gym channel where January 1 roles around and you'll see higher CPM due to new year, new me type of season. 5. Types of Ads Placed on Video When you're monetized on Youtube, you're able to select what type of ads placed on your videos. We check them all because not every ad is pushed in total. More ads are more opportunity, let Youtube figure it out 6. Made for Kids Content If your content is for kids. Check the box. Plain as that. If you have a kids channel, you'll make less ad revenue due to the nature of child privacy laws. Don't sweat it though. If you can put out great kids content, you still have the opportunity to create income. 7. Videos Safe for Viewing The content of your videos can drive your CPM down. If you have questionable content in your videos, ads may not even be able to put in your videos. Examples are inappropriate language, adult content, violence, shocking content, harmful ads, recreational drugs, controversial issues, demeaning content, etc. Here's the bottom line and hopefully some encouragement. Ad revenue is important. There

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How long does It take to make money through Klaviyo? (…most ecomm brands get this VERY wrong) Most new ecommerce brands think email marketing is an overnight success channel They invest in building a huge list, write a few emails, hit send...and expect money to start pouring in immediately. But the truth is — making real money through email marketing takes patience and strategy. There are several key factors that determine your timeline: 🔻 How established is your business? - If you're just starting out with no customer data, it will take longer to get traction. - Established brands with rich customer insights can monetize email faster. 🔻 How strong is your acquisition? - If you have zero traffic or no new people coming to your store, it will be hard to do much with email marketing 🔻 What's your product lifecycle? - If you sell trendy seasonal products, your email money-making window may be shorter. - Evergreen products allow you to continuously nurture and monetize your list year-round. 🔻 How optimized are your campaigns? - Poorly constructed emails and sloppy segmentation will kill your open rates and sales. - Top-performing brands continually test and refine their email strategy. For most newer ecomm brands selling their own products; It realistically takes 6-12 months of consistent emailing to build momentum and start earning serious revenue. The first few months are all about: - securing opens/clicks - gathering data on what resonates, - segmenting your list appropriately. Once you've optimized your campaigns based on real data insights from your audience, email can become a huge revenue driver! But trying to force a 6-figure email income your first few months will result in disappointment.  Take the time to build a solid email foundation first. Nurture your customers, optimize for the long run.  Then the cash register really starts ringing! So stay patient, keep emailing prolifically! Let the winning results of strategic email marketing work their magic over time! ---- P.S — Want to grow your ecommerce business with email marketing? DM me “Klaviyo” to learn more about how I can help you to organically scale your ecommerce business! #emailmarketing #ecommerce #dtc #fashion #wellness #retail

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