This episode with Nicole Goldberg from Faherty Brand offers a deep dive into building brand visibility through strategic awareness campaigns. It’s a must-listen for ecommerce operators seeking to balance brand storytelling with performance marketing, especially those looking to diversify beyond traditional paid channels and leverage incrementality for accurate attribution.
Key takeaways
Instead of relying on multi-touch attribution models, utilize incrementality testing to accurately measure the true impact of each marketing channel by turning channels off one by one and analyzing the results.
Diversify awareness efforts beyond Meta to include channels like Connected TV and podcast advertising to reach new audiences and build brand trust.
Optimize existing landing pages for conversion rather than creating new ones for every campaign, especially for smaller teams with limited resources.
For smaller teams, prioritize page effectiveness over creating unique landing pages for every campaign.
Actively balance brand storytelling with conversion tactics to effectively drive impactful results across the marketing funnel.
On this episode of Honest Ecommerce, we have Nicole Goldberg. Nicole has been in e-commerce for 15 years working for premium retail brands with a focus in performance growth marketing.
We talk about converting interest into leads, integrating last click and in-channel performance, crafting conversational ads with balanced keypoints,and so much more!
Frequently asked about this episode
What does this episode say about paid acquisition?
Instead of relying on multi-touch attribution models, utilize incrementality testing to accurately measure the true impact of each marketing channel by turning channels off one by one and analyzing the results.
What does this episode say about brand & content?
Diversify awareness efforts beyond Meta to include channels like Connected TV and podcast advertising to reach new audiences and build brand trust.
What does this episode say about analytics & attribution?
Optimize existing landing pages for conversion rather than creating new ones for every campaign, especially for smaller teams with limited resources.
What does this episode say about paid acquisition?
For smaller teams, prioritize page effectiveness over creating unique landing pages for every campaign.
What does this episode say about paid acquisition?
Actively balance brand storytelling with conversion tactics to effectively drive impactful results across the marketing funnel.
