1 00:00:01,050 --> 00:00:04,530 Robert Plank: marketer of the Day episode 806 Grow Your e 2 00:00:04,530 --> 00:00:14,190 commerce brand beyond $20,000 ad spend with Tim keen. Hey, and 3 00:00:14,190 --> 00:00:17,130 welcome back to the marketer of the day podcast. Are you an E 4 00:00:17,130 --> 00:00:21,150 commerce brand? Who is spending at least $20,000 per month on 5 00:00:21,150 --> 00:00:23,910 paid media? Are you looking to grow rapidly? Well, then you are 6 00:00:23,910 --> 00:00:26,760 in exactly the right place that you want to be. We are here 7 00:00:26,790 --> 00:00:31,260 chatting with Tim Kean from loop club that is at loop dot club. 8 00:00:31,410 --> 00:00:34,680 They work exclusively with Shopify Ecommerce brands with 9 00:00:34,710 --> 00:00:38,760 aggressive growth or aggressive growth goals. They have spent 10 00:00:38,760 --> 00:00:43,020 over $100 million on paid media, they have expertise for driving 11 00:00:43,020 --> 00:00:46,170 growth of businesses of all shapes and sizes. So glad to be 12 00:00:46,170 --> 00:00:50,100 talking to you. Yeah, pleasure to be here. And it's a pleasure 13 00:00:50,100 --> 00:00:53,460 to have you. So with all the craziness, the all the fast 14 00:00:53,460 --> 00:00:56,580 moving things happening with E commerce and Shopify and 15 00:00:56,610 --> 00:00:59,250 everything that goes along with that. I mean, tell me what we 16 00:00:59,250 --> 00:01:03,090 need to know, what is your focus been lately as far as what these 17 00:01:03,090 --> 00:01:05,460 brands you've been working with growing them? Like kind of 18 00:01:05,460 --> 00:01:06,930 what's on your mind these days? 19 00:01:07,050 --> 00:01:10,590 Unknown: Yeah, I mean, this has been a really, really crazy time 20 00:01:10,590 --> 00:01:13,110 in the industry, as I'm sure that everyone knows. So 21 00:01:13,230 --> 00:01:16,530 obviously, last December last year was COVID. So all of these 22 00:01:16,530 --> 00:01:19,260 ecommerce brands, all of a sudden spikes, we're able to 23 00:01:19,260 --> 00:01:22,980 acquire a ton of new customers very cost effectively. But 24 00:01:23,040 --> 00:01:26,820 things are changing in that ecosystem really quickly. Apple 25 00:01:26,850 --> 00:01:29,760 is clamping down on privacy restrictions, which is changing 26 00:01:29,760 --> 00:01:33,030 the ways that we can market on Facebook, it's making it more 27 00:01:33,030 --> 00:01:37,080 difficult for brands without the huge amount of expertise. So to 28 00:01:37,080 --> 00:01:40,830 advertise profitably on Facebook, it's making reporting 29 00:01:40,830 --> 00:01:43,920 more difficult. So it's more difficult to see exactly what's 30 00:01:43,950 --> 00:01:47,250 working. And then there's also been new changes in the answers 31 00:01:47,250 --> 00:01:53,100 for email with iOS 15. Just coming out later in the year, we 32 00:01:53,160 --> 00:01:56,190 kind of weathering the storm here and was seemed like a real 33 00:01:56,190 --> 00:02:00,240 straight got real change in the industry. But the lucky thing, 34 00:02:00,450 --> 00:02:05,430 least while we keep telling everyone, which is true, which 35 00:02:05,430 --> 00:02:07,860 is that the fundamentals of marketing have never been more 36 00:02:07,860 --> 00:02:10,350 important. Like having a clear value proposition, having 37 00:02:10,350 --> 00:02:14,910 compelling creative, having a real reason for customers to buy 38 00:02:14,910 --> 00:02:19,020 and a strong value proposition is moving the needle still. And 39 00:02:19,020 --> 00:02:22,320 there is plenty of opportunity on these platforms. But it's an 40 00:02:22,410 --> 00:02:24,030 interesting time in the space. 41 00:02:24,659 --> 00:02:27,179 Robert Plank: It seems like it's constantly being disrupted. And 42 00:02:27,209 --> 00:02:30,239 whenever you think about whenever, you know, Apple comes 43 00:02:30,239 --> 00:02:34,169 out with with this new, this new, you know, rule or Facebook 44 00:02:34,169 --> 00:02:38,009 restricts this, it seems like it's easy to to panic and give 45 00:02:38,009 --> 00:02:41,669 up. But I think the way that the way that I think I see and I 46 00:02:41,669 --> 00:02:44,639 think the way you see is that it kind of weeds out the 47 00:02:44,639 --> 00:02:47,459 competition, the people that can't adapt. And I mean, who 48 00:02:47,459 --> 00:02:51,389 wants to be in an industry anyway, that that just like stay 49 00:02:51,389 --> 00:02:54,599 stagnant? I mean, you think about how long did it take taxis 50 00:02:54,599 --> 00:02:57,329 to finally become obsolete? Like, it's really like it took 51 00:02:57,329 --> 00:03:00,689 way too long for that to happen. And it seems like I mean, it can 52 00:03:00,689 --> 00:03:03,539 be frustrating, though, right to see like, Oh, now my email 53 00:03:03,539 --> 00:03:08,129 deliverability is kind of messed up by the new iOS or Well, now I 54 00:03:08,129 --> 00:03:11,309 have this app and I can't get access to the data I used to. 55 00:03:11,459 --> 00:03:15,269 And so So yeah, it's it seems like this disruption, it seems 56 00:03:15,269 --> 00:03:18,359 like it's a good thing. But also like, it seems like every week, 57 00:03:18,359 --> 00:03:22,019 there's some new wrench thrown in the end of the works there. 58 00:03:22,109 --> 00:03:25,739 And so I mean, how do you how do you even stay on top of that? 59 00:03:25,739 --> 00:03:28,649 Because I mean, sure, you could say like, well, I read the news 60 00:03:28,649 --> 00:03:31,379 every day and a fall this and I attend conferences, but doesn't 61 00:03:31,379 --> 00:03:33,419 they get to the point where like, your brain is just 62 00:03:33,419 --> 00:03:35,969 completely just filled up and overloaded with all the things 63 00:03:35,969 --> 00:03:37,199 you have to keep track of. 64 00:03:37,620 --> 00:03:39,450 Unknown: Yeah, I mean, definitely, definitely. But 65 00:03:39,450 --> 00:03:42,090 that's the job. That's the job. Like, if you're in this 66 00:03:42,090 --> 00:03:46,260 industry, in your field, trying to find new customers, you have 67 00:03:46,260 --> 00:03:49,650 to the number one thing that we screenful And we hire people is 68 00:03:49,650 --> 00:03:52,680 the ability to learn. That's like the biggest determinant of 69 00:03:52,680 --> 00:03:55,770 success. The only thing that matters too much raw, the 70 00:03:55,770 --> 00:03:58,470 highest number off the knowledge, who loves twice as 71 00:03:58,470 --> 00:04:01,290 fast than someone with a ton of knowledge, who is a slow 72 00:04:01,290 --> 00:04:05,490 learner, because that is the thing. If you like clicking 73 00:04:05,490 --> 00:04:08,010 around the internet and learning new things, and discovering, 74 00:04:08,010 --> 00:04:13,110 like different ways of working, this is a good job. Because the 75 00:04:13,110 --> 00:04:17,640 pace of change is increasing. Yes. But it has always been 76 00:04:17,640 --> 00:04:20,970 really fast. It's always been really rapidly. Facebook ads 77 00:04:21,030 --> 00:04:25,980 suddenly existed really, for 10 years. And that's like, how long 78 00:04:25,980 --> 00:04:28,980 is 10 years now? Like even in that time, we're seeing massive, 79 00:04:28,980 --> 00:04:32,640 massive change in the industry. But it still is that like 80 00:04:32,640 --> 00:04:35,460 marketing still the same. Like if you read these classic 81 00:04:35,460 --> 00:04:38,760 marketing textbooks, if you read like David Ogilvy or anything 82 00:04:38,760 --> 00:04:41,130 like that, like that, like what they were doing was they would 83 00:04:41,130 --> 00:04:44,430 go to newspapers, and they would use two different coupon codes. 84 00:04:44,730 --> 00:04:46,800 And they put them into different newspapers and they would use 85 00:04:46,800 --> 00:04:50,310 the coupon codes to track like, which what was the conversion 86 00:04:50,310 --> 00:04:54,570 rate of this ad of newspaper what was which, which copy 87 00:04:54,570 --> 00:04:58,200 performed better than the other based on the coupons. And 88 00:04:58,260 --> 00:05:01,680 fundamentally the same principle We're just doing it at a 89 00:05:01,680 --> 00:05:05,310 different scale and with more sophisticated technology, but 90 00:05:05,310 --> 00:05:09,360 really what you're doing at your core is going to get a message 91 00:05:09,360 --> 00:05:11,940 in front of someone for an affordable price for price to 92 00:05:11,940 --> 00:05:15,390 pay, and then to have the resulting revenue from that 93 00:05:15,390 --> 00:05:19,590 communication being more than spent on communicating. That's 94 00:05:19,590 --> 00:05:23,730 the whole. And like that is, it doesn't matter whether that's 95 00:05:23,730 --> 00:05:27,900 Facebook ads, or Google ads or email skywriting, or pigeon 96 00:05:27,900 --> 00:05:31,650 message name, like it's the same fundamental skill and the 97 00:05:31,650 --> 00:05:35,670 channel. Like if you get too addicted to the channel too 98 00:05:35,670 --> 00:05:39,180 addicted to one way of looking like you're setting yourself up. 99 00:05:40,920 --> 00:05:43,620 Robert Plank: Yeah, I agree completely that the it's the 100 00:05:43,620 --> 00:05:46,200 it's the vehicle to get you there. And I'm right there along 101 00:05:46,200 --> 00:05:49,170 with you. Like I love diving into the old copywriting books 102 00:05:49,170 --> 00:05:52,860 like like Eugene Schwartz, or something like that, or like a 103 00:05:52,860 --> 00:05:55,530 Robert Collier letter book or things like that. And it's, I 104 00:05:55,530 --> 00:05:59,340 almost feel like I'm sometimes like rediscovering old things 105 00:05:59,340 --> 00:06:02,100 that people forgot if there's like some old timey like 106 00:06:02,100 --> 00:06:05,520 headline or a way they did the offer, I'm like, Man, that that 107 00:06:05,520 --> 00:06:08,400 hasn't been done in a while. And then maybe we can like breathe 108 00:06:08,400 --> 00:06:12,060 new life to that in some kind of like a landing page or a 109 00:06:12,060 --> 00:06:16,860 Facebook ad. And so I've kind of seen what you've seen where I've 110 00:06:16,860 --> 00:06:20,460 known people that get so stuck in like Facebook ads, and they 111 00:06:20,460 --> 00:06:22,770 think that they're just a Facebook ad person, they only 112 00:06:22,770 --> 00:06:25,440 think that Facebook ads, and then what at least I see 113 00:06:25,440 --> 00:06:29,520 happening is they get stuck in like the Facebook ads mindset 114 00:06:29,520 --> 00:06:32,460 from five years ago. And they're like, they're like resistant to 115 00:06:32,460 --> 00:06:35,460 to adapt and change into whatever new things that that 116 00:06:35,580 --> 00:06:38,790 get brought in there. And so yeah, that's kind of really, I 117 00:06:38,790 --> 00:06:40,590 think that's a healthy way of looking at it, there's like, 118 00:06:40,620 --> 00:06:43,170 there's the marketing fundamentals. And to kind of 119 00:06:43,410 --> 00:06:46,830 kind of have the both sides of the coin of being curious and 120 00:06:46,830 --> 00:06:49,620 knowing what the latest trends are, but also not forgetting 121 00:06:49,620 --> 00:06:53,100 that it's still just these old ideas expressed in a new way. 122 00:06:53,100 --> 00:06:55,410 And something that you touched on there also was really 123 00:06:55,410 --> 00:06:58,320 interesting about how, like, we're overwhelmed with all this 124 00:06:58,320 --> 00:07:01,680 information. And it's important to be a fast learner. And it's 125 00:07:01,680 --> 00:07:04,140 better to learn fast, and to have a whole wealth of 126 00:07:04,140 --> 00:07:06,450 knowledge. And I mean, I just had a conversation the other day 127 00:07:06,450 --> 00:07:09,300 about someone where they were talking, we're talking about how 128 00:07:09,300 --> 00:07:12,390 like, no one clicks to page two on Google. And I'm like, I was 129 00:07:12,390 --> 00:07:14,400 saying, like, when I searched something, I clicked it like 130 00:07:14,400 --> 00:07:17,580 page four of Google just really quick to see what the lay of the 131 00:07:17,580 --> 00:07:21,150 land is. And then I go back, and like all fall down, like a 132 00:07:21,150 --> 00:07:24,420 YouTube hole or a rabbit hole all the time. And I think that 133 00:07:24,600 --> 00:07:28,080 not a lot of people kind of have that sort of that just like the 134 00:07:28,110 --> 00:07:32,130 drive for knowledge, but also being able to sift through the 135 00:07:32,160 --> 00:07:37,380 the bad from from the good. And so, okay, so. So what, what is a 136 00:07:37,380 --> 00:07:40,560 good starting point, having said that, with like, all the mess of 137 00:07:40,890 --> 00:07:43,650 things to learn and not to learn, and you said that having 138 00:07:43,680 --> 00:07:46,740 these marketing fundamentals is important? Is there like a 139 00:07:46,740 --> 00:07:50,100 marketing fundamental that we're all missing out on? Or that it's 140 00:07:50,100 --> 00:07:52,650 like a really common thing that if we just looked at it this 141 00:07:52,650 --> 00:07:56,130 way, a lot of us could fix up a lot of what we're doing wrong, 142 00:07:56,130 --> 00:07:57,150 anything come to mind there? 143 00:07:57,360 --> 00:07:59,130 Unknown: Yeah, definitely, definitely. So creative. 144 00:07:59,730 --> 00:08:02,970 Creative is the biggest piece that most people are still 145 00:08:02,970 --> 00:08:06,180 sleeping on. Like it's changing now. And I'm seeing more media 146 00:08:06,180 --> 00:08:08,880 buyers and media platforms and stuff be like, the creative is 147 00:08:08,880 --> 00:08:12,270 the thing that I remember, when I started running media, I would 148 00:08:12,270 --> 00:08:15,210 go on forums, and I was like, learn all these different 149 00:08:15,210 --> 00:08:18,690 techniques. And they're all about exactly like you said, 150 00:08:18,690 --> 00:08:22,320 like traditional Facebook ad, things like put your ads, the 151 00:08:22,320 --> 00:08:24,840 way to structure your ad account. And the way to analyze 152 00:08:24,840 --> 00:08:29,130 the data and the way to look at the kind of back end technical 153 00:08:29,130 --> 00:08:33,270 aspects of the performance. But there's nothing on like what a 154 00:08:33,270 --> 00:08:36,630 good performing ad actually is. And I didn't invest any time or 155 00:08:36,630 --> 00:08:40,140 energy really making high quality ads. When I say high 156 00:08:40,140 --> 00:08:43,680 quality, I don't mean expensive that the price of the pay to 157 00:08:43,680 --> 00:08:46,020 make an ad has almost nothing to do with how well it performs. 158 00:08:46,020 --> 00:08:50,910 What I what I mean, is the ability for the ad to be 159 00:08:50,940 --> 00:08:54,870 persuasive. So does it think about people are scrolling on 160 00:08:54,870 --> 00:08:58,530 their phones, when they're on Facebook, like the mode of 161 00:08:58,530 --> 00:09:00,900 consumption is like, it's like being at a casino like You're 162 00:09:00,900 --> 00:09:03,300 like looking at your phone just swiping up and you're waiting 163 00:09:03,300 --> 00:09:06,720 for something stimulating pop up. So what you have to do to 164 00:09:06,720 --> 00:09:10,020 get someone's attention is first like, attracts their attention 165 00:09:10,020 --> 00:09:14,160 in the first three seconds like something jarring or special or 166 00:09:14,220 --> 00:09:17,130 move something with movement has to happen. Otherwise, people are 167 00:09:17,130 --> 00:09:22,080 just gonna keep scrolling. And then what people don't do is 168 00:09:22,170 --> 00:09:27,990 leverage user generated content, but then also just close ups on 169 00:09:27,990 --> 00:09:31,920 the product to make it really compelling. You want to use that 170 00:09:31,920 --> 00:09:35,400 time that you have people's attention to make it very clear 171 00:09:35,400 --> 00:09:38,670 to them why they should purchase so it might be text on screen 172 00:09:38,670 --> 00:09:40,680 that points out the main features of the product or it 173 00:09:40,680 --> 00:09:43,530 might be a glowing testimonial from a customer looking at the 174 00:09:43,530 --> 00:09:48,390 camera and saying like what it did for them. I see so many ads 175 00:09:48,420 --> 00:09:54,330 so so so many ads that are under optimized or just a product 176 00:09:54,360 --> 00:09:56,970 image that someone's going to throw it on screen or like you 177 00:09:56,970 --> 00:10:00,360 can't see the product clearly or there's no text on the Add 178 00:10:00,840 --> 00:10:04,920 80% 80 to 90% of impressions on Facebook with the sound off. But 179 00:10:05,070 --> 00:10:08,490 a lot of the time people want protect some ads, that stuff 180 00:10:08,490 --> 00:10:11,370 makes a massive, massive, massive difference to your 181 00:10:11,370 --> 00:10:14,520 performance. One more is the amount of times that I see 182 00:10:14,520 --> 00:10:18,330 people post ads on Facebook that is 16 by nine. So that why that 183 00:10:18,360 --> 00:10:22,170 widescreen ads, but think about the media, like you're on your 184 00:10:22,170 --> 00:10:26,160 phone, like just scrolling upwards. If you if you have a 185 00:10:26,160 --> 00:10:29,850 one by one image, or a four by five image that takes up 186 00:10:29,850 --> 00:10:33,090 proportionally like twice or three times as much space on 187 00:10:33,090 --> 00:10:37,710 that user screen, you have their attention to 2x or 3x amount of 188 00:10:37,710 --> 00:10:41,490 time, like you think about how much impact that makes over 189 00:10:41,490 --> 00:10:45,000 100,000 impressions. It's massive. It's really, really 190 00:10:45,000 --> 00:10:46,890 significant. I see it all the time. 191 00:10:47,790 --> 00:10:49,650 Robert Plank: And like those little things like that, that 192 00:10:49,650 --> 00:10:52,860 you mentioned, I mean, I can maybe subconsciously or notice 193 00:10:52,860 --> 00:10:55,260 them for a second all the time. Like I'm scrolling through 194 00:10:55,260 --> 00:10:57,960 Facebook, and I'm like, Well, this is sort of interesting, but 195 00:10:58,080 --> 00:11:01,770 it there's no captions on it. So I'll just keep scrolling, going 196 00:11:01,770 --> 00:11:04,110 past and like I'm sure it's interesting, but doesn't quite 197 00:11:04,110 --> 00:11:07,470 grab me. And it's like one of those things where it's if 198 00:11:07,470 --> 00:11:10,440 you're so close to it, if you're if you're making the ad, if it's 199 00:11:10,440 --> 00:11:14,340 your offer, it's hard to see just how a complete absolute 200 00:11:14,550 --> 00:11:18,210 newbie with no exposure to your brand sees sees these ads for 201 00:11:18,210 --> 00:11:20,820 the very first time. So I mean, yeah, that's huge. And even, 202 00:11:20,910 --> 00:11:22,950 you're kind of mentioned there like a little bit of like a like 203 00:11:22,950 --> 00:11:26,250 a AIBA. Right, like attention, interest, desire, action, and 204 00:11:26,250 --> 00:11:29,430 like, and like getting that initial hook and at least 205 00:11:29,430 --> 00:11:32,070 getting them excited with something that that wakes them 206 00:11:32,070 --> 00:11:34,740 up and gives them a reason just to pay attention for the next 207 00:11:34,770 --> 00:11:38,550 few seconds. I mean, classic marketing, but it's so simple. 208 00:11:38,550 --> 00:11:41,910 It's so basic. So many people just want to skip over that and 209 00:11:41,910 --> 00:11:44,790 just jump to like, Oh, what are the mechanics of my Facebook ad? 210 00:11:44,790 --> 00:11:47,160 Yeah, but you can do the mechanics all day long if you 211 00:11:47,160 --> 00:11:50,430 don't even know. But if you don't know what, what the base 212 00:11:50,430 --> 00:11:53,610 is, then what are you even leading towards? So we've been 213 00:11:53,610 --> 00:11:55,920 talking a little bit so far about like some of this like, 214 00:11:55,950 --> 00:11:59,310 like marketing theory, or these ideas and kind of concept form. 215 00:11:59,310 --> 00:12:02,430 But what's really exciting is to hear about the case studies, 216 00:12:02,430 --> 00:12:06,000 right? The success story. So there's any fun, interesting 217 00:12:06,000 --> 00:12:08,850 story come to mind. As far as a one of these companies, you help 218 00:12:08,850 --> 00:12:11,400 where you jumped in, and they needed some of your assistance, 219 00:12:11,400 --> 00:12:13,140 and you made things super great for them. 220 00:12:13,380 --> 00:12:17,460 Unknown: Yeah, yeah, absolutely. So the the best example example 221 00:12:17,460 --> 00:12:21,660 that we use all the time is this client for new away. Wonderful 222 00:12:21,660 --> 00:12:26,460 client. I think like, in the situation that a lot of small to 223 00:12:26,460 --> 00:12:29,340 medium businesses are in where he's found success, he makes 224 00:12:29,340 --> 00:12:33,630 really beautiful maps, like kind of 3d looking maps, you can buy 225 00:12:33,630 --> 00:12:36,960 them on the walls of REI, like anyone who like goes to the 226 00:12:36,960 --> 00:12:39,360 outdoors or like has a fascination with the outdoor 227 00:12:39,360 --> 00:12:43,740 environment like would love one of these on their wall. And he 228 00:12:43,740 --> 00:12:47,460 came to us systems like 30 to 50k a month in revenue, which is 229 00:12:47,460 --> 00:12:50,190 great, you know, like it's like, worked for a long time to get to 230 00:12:50,190 --> 00:12:55,140 that point. But was was kind of hitting a wall, but was really 231 00:12:55,140 --> 00:12:58,710 having trouble scaling past that. And we went we took over 232 00:12:58,710 --> 00:13:01,650 Facebook, and Google ads, we didn't have an email. And we 233 00:13:01,650 --> 00:13:04,380 were able to get we festival. We gave him his first million 234 00:13:04,380 --> 00:13:09,930 dollar q4, which was huge. And then he's now up. I think last 235 00:13:09,930 --> 00:13:13,830 time I looked, it was like 600% year on year search really 236 00:13:13,830 --> 00:13:16,560 insane, really, really significant growth. And it 237 00:13:16,560 --> 00:13:19,500 wasn't none of its rocket science, like you said like, it 238 00:13:19,500 --> 00:13:22,260 shouldn't be complicated if someone's coming in. And they 239 00:13:22,260 --> 00:13:24,720 tell you this like insanely complicated marketing strategy, 240 00:13:24,720 --> 00:13:27,780 like the poorly overthinking that, usually it's the opposite. 241 00:13:27,810 --> 00:13:31,050 Someone is overthinking their existing strategy. And it's 242 00:13:31,050 --> 00:13:33,780 holding them back from scaling because they're worried about 243 00:13:33,780 --> 00:13:37,710 something or they are, then they're too close to the 244 00:13:37,710 --> 00:13:39,990 product. And that's why agencies are really, really helpful 245 00:13:39,990 --> 00:13:45,030 because we've seen enough products that we can kind of 246 00:13:45,030 --> 00:13:47,340 pattern match and be like, Yeah, we know that this works. This is 247 00:13:47,370 --> 00:13:49,560 the reason why we know this works does work and 100 other 248 00:13:49,560 --> 00:13:53,220 brands. So it's not even rocket science. It's just restructuring 249 00:13:53,220 --> 00:13:56,880 the ad account, getting star ratings approved on Google 250 00:13:56,880 --> 00:14:00,780 Shopping, this is a huge thing that I would say 80% of people 251 00:14:00,780 --> 00:14:03,750 who come to us have not done, you should be collecting 252 00:14:03,750 --> 00:14:05,730 customer reviews on your website. And you should be 253 00:14:05,730 --> 00:14:10,530 passing those to Google. And they should be displayed on a 254 00:14:10,530 --> 00:14:13,710 Google shopping feed. So when someone Google's your brand, you 255 00:14:13,710 --> 00:14:17,310 see your products lined up with star ratings, 50 plus star 256 00:14:17,310 --> 00:14:21,570 rating reviews that cause 100% conversion rate increase 257 00:14:21,570 --> 00:14:26,250 overnight, one tiny little thing. And then there were a 258 00:14:26,250 --> 00:14:28,230 number of other examples of things that were able to 259 00:14:28,230 --> 00:14:31,620 optimize that did that amount created that amount of movement 260 00:14:31,620 --> 00:14:35,070 in the business like improving the creative doing segmentation 261 00:14:35,100 --> 00:14:38,460 remarketing lists and what it should look like if you're if 262 00:14:38,460 --> 00:14:41,310 you're kind of doing it correctly. It shouldn't look 263 00:14:41,310 --> 00:14:44,370 like one big revelation that like opens up the business or a 264 00:14:44,370 --> 00:14:47,490 completely new thing. It should look like a ton of little 265 00:14:47,490 --> 00:14:50,070 optimizations. Common Sense optimizations you just probably 266 00:14:50,070 --> 00:14:53,460 don't know about having thought about and no one's told you that 267 00:14:53,490 --> 00:14:55,920 create an exponential impact when they're multiplied 268 00:14:55,920 --> 00:15:00,000 together. You increase conversion rate by point 5% You 269 00:15:00,000 --> 00:15:05,220 increase the quality of traffic by 20%. If you increase a Ovie 270 00:15:05,220 --> 00:15:09,420 by 20%, you increase reorder rate by 20%. All those things 271 00:15:09,420 --> 00:15:12,810 multiplied by each other and close, like, huge increases in 272 00:15:12,810 --> 00:15:13,380 your business. 273 00:15:14,310 --> 00:15:16,260 Robert Plank: And you know what, when you're explaining all that, 274 00:15:16,260 --> 00:15:20,010 what that the analogy that comes to mind is, like, let's say, 275 00:15:20,130 --> 00:15:22,410 you're, you're living a terrible lifestyle, and you want to get 276 00:15:22,410 --> 00:15:25,290 healthy. And if you just fix one thing, well, it's not going to 277 00:15:25,290 --> 00:15:27,780 make up for the others. And you might not even stick with it. 278 00:15:27,780 --> 00:15:31,080 But if you say, well, I'll drink one more glass of water per day, 279 00:15:31,110 --> 00:15:36,030 I'll walk 10 minutes a day, I'll like eat a fast food one less 280 00:15:36,030 --> 00:15:38,490 time per week, like like you're saying, all those things kind of 281 00:15:38,520 --> 00:15:42,840 have the the compounding effect. And it's and it's like, all like 282 00:15:42,900 --> 00:15:46,020 common sense things that we all know that we should be doing. 283 00:15:46,020 --> 00:15:49,740 But then you just kind of any focus on like one area at a time 284 00:15:49,740 --> 00:15:52,560 and kind of see what works. And I mean, it, it makes it very 285 00:15:52,560 --> 00:15:55,740 reassuring, especially like you're saying the strategy does 286 00:15:55,740 --> 00:15:58,590 not have to be complicated. And same thing, if you say, I've got 287 00:15:58,590 --> 00:16:01,470 this incredible idea for losing weight and getting healthy, I'm 288 00:16:01,470 --> 00:16:04,020 going to do these five things that sets up these other five 289 00:16:04,020 --> 00:16:07,950 things. Like it's just it's such a complicated spider web versus 290 00:16:07,980 --> 00:16:10,830 Well, what are the basics? What are the fundamentals? What's 291 00:16:10,860 --> 00:16:13,680 what's working, what am I missing? And then maybe go back 292 00:16:13,710 --> 00:16:17,400 and do it from scratch? And so you said that in this case, you 293 00:16:17,400 --> 00:16:20,190 said, well, we'll take over the email, and we'll take over like 294 00:16:20,190 --> 00:16:23,070 the Facebook ads, things like that, is that normally the case 295 00:16:23,070 --> 00:16:26,340 is that normally you say like, here's these these sections? And 296 00:16:26,340 --> 00:16:29,190 we'll like take over this piece or that piece? Or like, what's 297 00:16:29,190 --> 00:16:32,040 the what's the approach for you and your team jumping in and 298 00:16:32,040 --> 00:16:32,820 doing the work. 299 00:16:33,030 --> 00:16:36,000 Unknown: So typically, we actually do this a little 300 00:16:36,000 --> 00:16:39,090 differently for other agencies. So the first thing that we will 301 00:16:39,090 --> 00:16:42,780 do with a client is a real 360 audit. So we jumped in all of 302 00:16:42,780 --> 00:16:47,190 the accounts, the paid audit, we jump in the accounts, and we 303 00:16:47,220 --> 00:16:50,130 look at everything, we built a really, really extensive 304 00:16:50,160 --> 00:16:53,970 roadmap, okay, here's what we would do in the first 30 days, 305 00:16:53,970 --> 00:16:57,090 60 days, 90 days, here's the kinds of results you should be 306 00:16:57,090 --> 00:17:00,780 able to expect over the first year. And then here are the 307 00:17:00,810 --> 00:17:03,600 action items that we would knock out while we're taking the 308 00:17:03,600 --> 00:17:06,510 account. And like, like we've been talking about, like, none 309 00:17:06,510 --> 00:17:08,550 of this is rocket science. It's just like stuff you haven't 310 00:17:08,550 --> 00:17:11,130 thought of either stuff you brought up was stuff you've 311 00:17:11,760 --> 00:17:16,320 tried to execute and failed to execute, or stuff that is just 312 00:17:16,320 --> 00:17:18,540 kind of out of left field that's like, oh, yeah, that'll make a 313 00:17:18,540 --> 00:17:22,020 difference. So we build that list of things across all the 314 00:17:22,020 --> 00:17:24,450 different domains that we work on sort of Facebook ads, Google 315 00:17:24,450 --> 00:17:27,750 ads, email, website, stuff, fractional, what we call 316 00:17:27,750 --> 00:17:30,630 fractional CMO, which is really about the kind of technology 317 00:17:30,630 --> 00:17:33,600 stack the data layer, how's everything talking to each 318 00:17:33,600 --> 00:17:37,680 other, then also the creative. So we dig really deep into that 319 00:17:37,680 --> 00:17:40,710 we deliver our clients like, Hey, here's like, what we think 320 00:17:40,710 --> 00:17:43,830 you should do. And then they take it or leave it, either we 321 00:17:43,830 --> 00:17:47,400 execute that exact list of things for them, or they take it 322 00:17:47,400 --> 00:17:50,370 and make it rather work with it. But it really does start from 323 00:17:50,400 --> 00:17:54,270 looking into the business and getting a sense of where is the 324 00:17:54,270 --> 00:17:57,720 opportunity here and then building alignment around the 325 00:17:57,720 --> 00:18:00,120 roadmap in order to get those things done. 326 00:18:01,140 --> 00:18:03,270 Robert Plank: That seems very logical, just like here's, 327 00:18:03,300 --> 00:18:05,700 here's the channels, and here's the timeline. And here's the, 328 00:18:05,760 --> 00:18:09,300 like 30 days and 60 days and 90 days and starting with the 329 00:18:09,300 --> 00:18:14,220 audit, I mean, that seems like a logical way to to to hack away 330 00:18:14,220 --> 00:18:16,710 at this at this big elephant this big problem just like an 331 00:18:16,770 --> 00:18:21,630 attack it kind of one one piece at a time there. And so we've 332 00:18:21,630 --> 00:18:24,840 we've said that the thing that a lot of people are missing out on 333 00:18:24,870 --> 00:18:28,410 is lack of marketing fundamentals. And an easy win 334 00:18:28,410 --> 00:18:32,730 for a lot of people is to focus on on things like Google 335 00:18:32,730 --> 00:18:37,680 Shopping, or getting like things like reviews in there. And so as 336 00:18:37,680 --> 00:18:41,550 far as where things are headed, as far as the future as far as 337 00:18:41,610 --> 00:18:44,970 like E commerce and maybe even your agency, like what's on the 338 00:18:44,970 --> 00:18:46,950 horizon here, what's what's coming next, 339 00:18:47,939 --> 00:18:50,939 Unknown: collecting more customer data. That's the 340 00:18:50,939 --> 00:18:53,459 biggest piece that we're gonna save, see, whether that's 341 00:18:53,519 --> 00:18:59,699 quizzes, surveys, pop ups, there will be a movement towards lead 342 00:18:59,699 --> 00:19:04,499 generation, at an earliest stage for any companies. Because of 343 00:19:04,499 --> 00:19:07,529 the challenges we're going to see around data collection and 344 00:19:07,529 --> 00:19:11,939 data privacy. What companies that are going to succeed are 345 00:19:11,939 --> 00:19:14,939 going to build customer experiences that provide real 346 00:19:14,939 --> 00:19:18,719 value at every single stage that involves gathering more data 347 00:19:18,749 --> 00:19:22,319 earlier in the process. So for skincare skincare brands have 348 00:19:22,319 --> 00:19:25,259 been playing this game ages. The first touch point with skincare 349 00:19:25,259 --> 00:19:29,309 brands is often a quiz. A lot of the time you'll land on skincare 350 00:19:29,309 --> 00:19:32,639 brands website like takeout quiz, love exactly what products 351 00:19:32,639 --> 00:19:37,019 work for us, for you. So there's a value exchange there, which is 352 00:19:37,019 --> 00:19:41,339 that the customer gets really specific products recommended to 353 00:19:41,339 --> 00:19:45,509 them that exactly match their specific ailments. And the brand 354 00:19:45,509 --> 00:19:47,639 gets information that they can use to remarket to their 355 00:19:47,639 --> 00:19:50,519 customer. They have the email address, probably they have a 356 00:19:50,519 --> 00:19:53,429 list of the specific skin concerns they have, what they're 357 00:19:53,429 --> 00:19:58,139 looking for, and that that value change is you're gonna see more 358 00:19:58,139 --> 00:20:00,449 and more and more of that much more interactive. Free on 359 00:20:00,449 --> 00:20:04,829 websites free purchase. And it's just going to be like that. 360 00:20:04,829 --> 00:20:10,289 Because the way that marketing works, marketing is becomes 361 00:20:10,289 --> 00:20:13,739 cheaper when you have the data to leverage. And we're going to 362 00:20:13,739 --> 00:20:16,769 get less and less data out of the email platforms, but email 363 00:20:16,769 --> 00:20:20,129 platforms and Facebook and Google, because they're becoming 364 00:20:20,129 --> 00:20:24,179 more walled gardens. So it's incumbent on brands to start 365 00:20:24,179 --> 00:20:28,409 building their own repository of customer data. But then using 366 00:20:28,409 --> 00:20:32,489 that, for good and like for good, I mean to deliver value, 367 00:20:32,669 --> 00:20:36,059 like not just to kind of creepily retarget ads to people, 368 00:20:36,059 --> 00:20:41,909 but like to make sure that they are answering the needs the 369 00:20:41,909 --> 00:20:44,009 meeting the needs of their customers, and providing 370 00:20:44,009 --> 00:20:47,189 solutions to the problems that they have genuine solutions that 371 00:20:47,189 --> 00:20:49,439 they have. It's that simple. 372 00:20:50,070 --> 00:20:52,680 Robert Plank: And yeah, and you make it simple. And and it could 373 00:20:52,680 --> 00:20:56,010 be complicated, but why not just put it in simple terms. And like 374 00:20:56,010 --> 00:20:59,250 you're kind of articulating something that I think we've all 375 00:20:59,250 --> 00:21:02,070 been seeing where they're, I mean, you always hear about how 376 00:21:02,070 --> 00:21:04,770 crowded things are. And you always hear about how expensive 377 00:21:04,770 --> 00:21:07,920 ads are. But like you're seeing if you can get that super long 378 00:21:07,920 --> 00:21:12,240 tail to figure it out, if you're selling window blinds, but 379 00:21:12,240 --> 00:21:17,250 you're selling window blinds for a hexagonal living room that has 380 00:21:17,250 --> 00:21:20,190 high ceilings, and if someone is searching for that exact thing, 381 00:21:20,190 --> 00:21:22,560 and you can provide that exact thing in some way with your 382 00:21:22,560 --> 00:21:25,200 funnel, I mean, you'll you'll win were others lose. And you 383 00:21:25,200 --> 00:21:28,980 always hear about how you know, face, the front page of Facebook 384 00:21:28,980 --> 00:21:32,190 for me is drastically different for you. And in a lot of ways 385 00:21:32,190 --> 00:21:35,820 like Amazon, and it would be amazing. At some point if your 386 00:21:35,820 --> 00:21:40,230 typical Shopify store was just like completely different from 387 00:21:40,260 --> 00:21:44,640 me as what's for you, right? If I if I took the quiz, or if I if 388 00:21:44,640 --> 00:21:47,130 there was like something where I was, like, tagged in this way or 389 00:21:47,130 --> 00:21:50,490 that way. I mean, that's some amazing mind blowing stuff. And 390 00:21:50,520 --> 00:21:53,190 also something that that keeps coming to mind as far as like 391 00:21:53,190 --> 00:21:56,100 some of your answers here is that there's there's things like 392 00:21:56,100 --> 00:21:58,920 there's like trends or innovations that maybe get used 393 00:21:58,920 --> 00:22:02,580 a lot in one industry that kind of take a while to find their 394 00:22:02,580 --> 00:22:05,850 way and other and other markets, other industries. And so someone 395 00:22:05,850 --> 00:22:08,520 like you and your agents use kind of seeing everything and 396 00:22:08,520 --> 00:22:11,160 seeing what everyone's doing. I imagine that you can sometimes 397 00:22:11,400 --> 00:22:14,880 try something new up and coming that's been done over in this 398 00:22:14,880 --> 00:22:18,030 space and try it over and someone else space where no one 399 00:22:18,030 --> 00:22:20,730 else is doing it when none of the competitors are even aware 400 00:22:20,730 --> 00:22:21,360 of this. 401 00:22:21,480 --> 00:22:24,810 Unknown: Yeah, exactly. And what's what is Yes, exactly, 402 00:22:24,810 --> 00:22:29,730 that's exactly it. And really what is happening is, ecommerce 403 00:22:29,730 --> 00:22:32,340 is going to start taking a little more from the SAS space. 404 00:22:32,340 --> 00:22:36,570 So SAS is a very developed lead gen model right like that. 405 00:22:36,990 --> 00:22:40,230 personalized shopping and a very developed lead gen model. If I 406 00:22:40,230 --> 00:22:42,600 go to HubSpot, I always use HubSpot as an example there's a 407 00:22:42,600 --> 00:22:46,590 reason they want to hubspot.com and I if I first of all, if I go 408 00:22:46,590 --> 00:22:50,640 on hubspot.com They know who I work for. They're like running 409 00:22:50,640 --> 00:22:53,790 that data out, enriching it, figuring out my IP figuring out 410 00:22:53,790 --> 00:22:56,280 who I work for. And then they'll send me an email whether or not 411 00:22:56,280 --> 00:22:59,580 I give them my email or not. Secondly, like they're trying to 412 00:22:59,580 --> 00:23:01,590 get me on the phone right away. They're trying to gather 413 00:23:01,590 --> 00:23:04,770 customer data, get me on the phone, deliver a personalized 414 00:23:04,770 --> 00:23:07,920 experience that is relevant to me and provide content that 415 00:23:07,920 --> 00:23:11,700 helps me along my customer, my journey of solving the problem 416 00:23:11,700 --> 00:23:14,520 that I have served. Ecommerce companies are always a little 417 00:23:14,520 --> 00:23:19,740 bit behind SAS, but just because it's like, not as the rewards 418 00:23:19,740 --> 00:23:22,230 and not, you're not going to make billions of dollars run any 419 00:23:22,230 --> 00:23:25,200 commerce company, right. So it's like less, there's just less 420 00:23:25,200 --> 00:23:28,230 forward momentum in the industry. But those techniques 421 00:23:28,230 --> 00:23:32,880 are working. And they're becoming cheaper to execute. So 422 00:23:32,880 --> 00:23:36,870 we will see more of that more personalization, more lead gen 423 00:23:36,870 --> 00:23:41,430 more kind of that style stuff come from the SAS industry into 424 00:23:41,430 --> 00:23:41,970 E commerce. 425 00:23:43,470 --> 00:23:46,170 Robert Plank: Fantastic. Well, if people watching listening are 426 00:23:46,230 --> 00:23:50,220 are excited and intrigued and curious about these trends that 427 00:23:50,220 --> 00:23:53,430 are up and coming and all the things to pay attention to how 428 00:23:53,430 --> 00:23:55,860 can they take the next step here? I mean, tell us about 429 00:23:55,860 --> 00:23:59,520 about loop Club, which is that loop dot club, tell us why we 430 00:23:59,520 --> 00:24:02,010 should go there and what to do there and why we should do it 431 00:24:02,010 --> 00:24:03,030 now instead of waiting. 432 00:24:03,330 --> 00:24:06,930 Unknown: Yeah, so visit us on loop dot club, and we can help 433 00:24:06,930 --> 00:24:11,490 you with your Shopify Ecommerce brand, we almost certainly have 434 00:24:11,490 --> 00:24:14,340 some information that can help you just from the amount of 435 00:24:14,340 --> 00:24:18,030 experience so we have a space. So we'll be visit that website 436 00:24:18,030 --> 00:24:21,570 and book a call with me and my team and we can walk you through 437 00:24:21,570 --> 00:24:24,810 where we see the opportunity and help set you up for success. 438 00:24:25,650 --> 00:24:28,230 Robert Plank: Oh, fantastic. So that is that loop dot club. And 439 00:24:28,230 --> 00:24:31,500 if you are a ecommerce brand that's doing at least 20k per 440 00:24:31,500 --> 00:24:35,400 month on paid media, then contact him and his team they 441 00:24:35,400 --> 00:24:39,750 can do 360 on it. They can do all kinds of things to get your 442 00:24:39,750 --> 00:24:42,510 branding your company to greatness instead of just taking 443 00:24:42,510 --> 00:24:45,150 the same actions getting the same results. Why not try 444 00:24:45,150 --> 00:24:49,350 something new? And why not have this team of professionals who 445 00:24:49,500 --> 00:24:53,250 they eat and breathe and sleep all this stuff to make your 446 00:24:53,250 --> 00:24:55,920 ecommerce brand what it can and when it shouldn't be and get the 447 00:24:55,920 --> 00:25:03,240 word out the place to go is l o p.ca. CLU be walk don't run loop 448 00:25:03,240 --> 00:25:06,390 dot club and we'll see you there and anything to say just to wrap 449 00:25:06,390 --> 00:25:09,210 up our conversation here Tim any final like parting words of 450 00:25:09,210 --> 00:25:11,460 advice or anything you think we left out here? 451 00:25:12,060 --> 00:25:14,790 Unknown: I think this is really great I think the next six 452 00:25:14,790 --> 00:25:17,190 months is gonna be a lot of changes and ecosystems so just 453 00:25:17,190 --> 00:25:21,210 like don't panic and we're gonna get through it and keep like if 454 00:25:21,210 --> 00:25:24,300 you're in the E commerce space here we're seeing growth in the 455 00:25:24,300 --> 00:25:27,630 industry right so you will be okay and just think macro 456 00:25:27,630 --> 00:25:29,730 instead of micro and we'll get we'll make it through together. 457 00:25:34,080 --> 00:25:36,570 Robert Plank: This is Robert plank from the marketer of the 458 00:25:36,570 --> 00:25:40,320 day podcast, which you can find at marketer of the day.com for 459 00:25:40,320 --> 00:25:46,170 more episodes, and d f y podcast.com. Ford slash free if 460 00:25:46,170 --> 00:25:48,690 you want to know more about running your own podcast or 461 00:25:48,690 --> 00:25:52,710 running a better or more fun or easier or less time intensive 462 00:25:52,710 --> 00:25:57,930 podcast, go to d f y podcast.com/free. To find out 463 00:25:57,930 --> 00:25:59,940 more right this instant