Kaitlyn Fostey

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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One of the secret sauce to scaling in DTC. Have a consistent flow of net new creatives & iteration creatives. Here's how you do it. For net new, have an agency to do it. Shooting it in-house restricts you with faces on ads. For variation & repurposed creatives, have an in-house editor to do it. Net new creatives + iterations = solid creative pipeline It scales for sure! Best winning combo I've seen at top brands.

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DTC Companies with AOC's lower than $100... focus on bundles to increase your cart value. Change your shopper's habits to buy more at a time. For better or worse, this is becoming the only way to negate the avg. acquisition cost of a new client. Requires a little creative thinking but it can be done.

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Frequent creative refreshes: - Meta says to do it 2x a month - We say 4x a month/1x a week Most DTC brands don't hit 2x, much less 4x. But if you want better performance, frequent refreshes are a key lever to pull.

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If you've been told, "You can't get better than 1:1 ROAS in Meta," you're being lied to. Here's the mistake we see too many DTC brands (or agencies working with brands) make: ➝ Running highest volume awareness campaigns to boost metrics ➝ Not getting efficient conversions and direct business impact ➝ Blaming the "algorithm" and not running enough creative We refuse to make that mistake — you need a fundamentally different process for fundamentally different results. Here's how we operate at Kynship: 1. Using financial forecasting to set benchmarks If you don't know first order profitability (based on unit economics), how can you expect to run profitable ads? This is where most agencies mess up, not digging into your numbers and creating an accurate forecast based on profitable CPA targets. 2. Collect and source as much creative as possible Anything you have in Google Drives, Dropbox folders, ad accounts, etc. is creative leverage. In most cases, we also supplement existing creative with influencer seeding to generate a large volume of native, organic content to be leveraged in ads. 3. Leverage high volume against cost controls Remember our forecasting and profitable CPA targets? We're setting those as benchmarks in your Meta ads, then pushing as much creative as we can to unlock potential winners. By using cost controls, anything Meta spends against will be profitable, meeting your target ROAS (whether it's 1:1, 2:1, 3:1, etc.). Any questions about our performance marketing approach? Let me know 🤝 

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Here’s one way to do this: (That is especially relevant for people in ecom) 1. Pick your best angle for your product 2. Make a list of different UGC formats 3. Go to JoinBrands and hire a creator 4. Have them make videos for those formats 5. Test the formats against each other 6. Settle on the one that works best 7. Hire more creators to do that format 8. Start testing angles against each other too 9. Keep testing for other factors It’s a grueling process, but it’s necessary.  Do the work.  P.S. My UGC marketplace helps you find proven creators and get persuasive content made for affordable prices. Hit the “visit my website” button to check it out.

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So many brands fail to realize how hard it is to hire and fully train a team that can execute on the tasks an most agencies can. 1. It takes time and a lot of commitment 2. It's very expensive (HR, recruiting, onboarding, churn etc...) 3. You do this to do what?? What's the major benefit? 4. You're likely to hire 1-2 bad actors during your time running a business. This is no different than hiring 1-2 bad agencies. It's all a process. Most brands I've seen shift away from agencies typically regret it, if the agency you're working with has you thinking you'd be better off with an in-house team. You need a different agency...

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Imagine ads that blend seamlessly into your feed, offer genuine value, and spark your interest instead of interrupting it. 🤔 Maybe Instagram should think outside the box vs. forcing people to watch ads. it's a lazy approach to driving $$$. Stacked Marketer — Instagram is testing unskippable ads Another day, another ad type. And this time, they’re unskippable: Instagram is testing an ad type that blocks a user’s ability to scroll for a few seconds. For advertisers, that would certainly mean more opportunity for catching eyeballs… but it would probably annoy a lot of users, too. In a perfect world, these ads would be flawlessly targeted so they ease potential annoyance. But we don’t live in a perfect world. YouTube’s unskippable ads already fueled the rise of ad blockers, and it’s easy to see why: People don’t want to be forced to sit through an interruption they didn’t ask for. As it stands, there’s no news on when this will roll out, if at all—it’s only a test. But would it discourage people from using the platform? What do you think?

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Winning abandoned checkout email structure: - HEADLINE + CTA above the fold - Dynamic product block - Benefits of their specific product - Featured testimonials Don't just throw in a dynamic product block and call it a day. This is what real personalization looks like...

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The most common reason brands do attribution wrong? Fear. "This is the way we've always done it." "What if you're wrong? It's a big risk." "This is what I'm measured against." "This isn't my direct responsibility." Most of my job is just mitigating risk: • Risk of wasting time • Risk of wasting money • Risk of hurting revenue • Risk of upsetting growth But there are so many brands that I work with that have grown DESPITE their strategies rather than because of them. • They don't focus on incrementality • They throw millions of dollars at advertising • They focus on little things that don't matter • They ignore massive problems that are killing them The brands that I work with that routinely put up 2x, 3x, 5x growth year over year are willing to take calculated risks -- informed by data -- and then heavily invest in something that truly works. One brand went from $14m in revenue to $43m in revenue year over year because they realized that they were sitting on a goldmine of recurring customer value. Their biggest constraint in the business was just getting more customers. But the conversation started with something like "Oh that would require us to spend a lot more on media and increase our CAC. How are you sure we can afford it." The easiest way to mitigate risk in my experience is to test your hypothesis in as controlled of an environment as possible: • Build a TikTok campaign in only a few geos • Try changing the mix for a single promo • Split test your first party audiences • Split test your traffic I'm not asking you to go ALL IN without validating it first. That'd be foolhardy. But I'm also demanding that you pull your head out of the sand and start making some moves. What's that famous quote, "All profit is derived from risk?" If you want to be successful more than just your natural trajectory, you'll have to set fear aside and make some moves. #growth #dtc #ecommerce

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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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Blogging ain’t dead. The best blogs today bring together different types of content into one nice experience. And they don’t stand alone. They’re part of a bigger media and content experience. YouTube Shorts, clips, and audio snips, plus original imagery, make for a killer blog. It’s why Nick and I decided to start a blog on the TACK ⛵️ Network. The Moden Go-to-Market blog. Here’s a peek at the first article I just published. “Once upon a time, brands thrived using go-to-market (GTM) strategies like Inbound Marketing or Predictable Revenue while also gating every single piece of content they could. These playbooks were reliable, driving growth and success for many businesses. However, as the world continues to evolve, the efficacy of these strategies has begun to wane. The problem isn't the playbooks themselves; rather, they often focus more on the company's needs than the people they serve. Buyers' expectations and behaviors have changed, and brands must adapt to stay relevant and competitive. The solution lies in embracing a people-first approach to go-to-market strategies. By putting the customer at the center of every decision and interaction, brands can foster deeper connections, build trust, and ultimately drive more sustainable growth. In this post, we'll give you a go-to-market strategy framework that’ll help transform your organization's focus to be people-first” Check out the entire article here: https://lnkd.in/e-3xiimB Images and videos are coming this week. Head over to the TACK Network YouTube page if you want an early taste. p.s. It’s been just about six months since the launch of the TACK Network and Nick and I have learned a lot. We got some pretty sweet changes coming. This being one. The goal is more subscribers powered by an owned media strategy. Big shoutout and thanks to AudiencePlus. Pulling people into our free and paid memberships experiences in ClubPF presented by TACK. An owned community. A shoutout to Mighty Networks and Slack

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Convinced brands would scale a lot faster (and more profitably) if they all used this 1 matrix. Write down all your creative/campaign ideas Create an axis like the below You can use impact and ease (or your own axes) High impact + Easy = execute asap High impact + Hard = plan execution Low impact + Easy = execute if you have resource Low impact + hard = don’t bother Too many people stuck in the low impact + hard quadrant. Literally making things hard for yourself. Thought exercises like this will help you focus on the few things that will actually move the needle.

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Cheeky copywriting hack for CPG brands: Instead of saying "Loved by 1,000 Customers" do this: Let's say you have received 1,000 orders of your product. Then take the number of servings in each product- Let's say it's 50 servings. Quick math, 50 * 1,000 = 50,000. Now change the copy to "Over 50 Thousand Scoops Sold" Ethical way of increasing that number and boosting social proof! #marketing #copywriting #ecommerce

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3 surprising truths about TikTok Shop: 1. We’ve seen almost no canabalization between TikTok Shop and Shopify/DTC 2. There is a very clear correlation between volume of videos and revenue outcomes 3. It is fairly price elastic (similar to early Amazon- consumers are price sensitive). Using promos to get to your first 1000 units sold and then pull back.

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Tell me the one advertising belief that will get you tar-and-feathered: Mine = For DTC brands, great ads aren't about optics — they're about performance. Meta doesn't care how "pretty" or "branded" your statics and videos are, it cares about having proof that your creatives are going to perform in the algorithm. Because that's Meta's end goal, and when we satisfy that, we fulfill our goals. But we're remarkably inconsistent at choosing what's best in Meta. The only thing we can control is volume, i.e. the amount of creative we give Meta. UGC, CGC, IGC, all of it — quality isn't subjective, it's objective. More volume is the driver of quality in the lens of Meta.

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If you're an e-commerce brand and your META ads aren't converting You might be doing it all wrong... Here's a checklist of what your ads should cover for video ads and photo ads Photo Ads: 1.) Eye-catching image that is a lifestyle/use case picture NOT A STANDALONE PRODUCT PICTURE! 2.) Copy that talks to and about the customer, not you. Uncover their pain points, goals, and what your product does to solve those. 3.) Speak directly to the target audience you want to attract. 4.) A specific call-to-action (ex: (clothing brand) instead of "buy now" try "wear confidence now" 5.) Make it easy to buy your product if they desire Video: 1.) Call out your desired target audience 2.) Address customers pain points, problems, goals, and use benefits, NOT FEATURES! 3.) A specific call-to-action (ex: (clothing brand) instead of "buy now" try "wear confidence now" 4.) Make it easy to buy your product if they desire What else would you include in this list? Comment below!

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This will sound "duh" but a lot of new DTC brands don't realize it until it's too late. Invest in really good photography. The difference between a forgettable eCommerce site and one that gets the order (besides a good story, good marketing copy, and social proof) can come down to the quality of the creative assets. In a world of a million knock-offs and shoddy products, showing high-quality photographs of your actual product in the hands of real people in a genuine setting: big difference. We've never had a situation where we've had too many great photographs. The more the merrier. If you're a DTC Brand CEO looking to boost your revenue, then grab 'The 5 Ways High-Performing DTC Brands Get 10-20% eCommerce Conversion Rates'. This guide reveals the 5 tactics that the highest-performing DTC brands employ daily to achieve 10-20%+ conversion rates on their eCommerce websites. Note: If you don't see my comment below with the link, choose 'Recent Comments' in the dropdown below my post.

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Top scaling strategies from DTC experts 🚨 Hambi’s creative director Fred Ezekiel and 13 other top DTC experts have all come together (thanks to Soar With Us) to produce this DTC masterpiece. 65 pages of growth strategies for your brand in 2024. Fred has done a great section on the 4 Ad Concepts you need to scale your brand in 2024. Want access to all 4 + the full guide? 1. Like this post + Comment ‘GUIDE’ 2. Connect with me Loukas Hambi (so I can send) I’ll DM you a link. EDIT ❗ I can't respond to everyone, grab the link here: https://lnkd.in/g2vQ9U_5

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