This episode identifies five core areas for DTC brands to optimize their media buying: maximizing reach and frequency, targeting niche sub-audiences, plugging on-site funnel leaks, optimizing for micro-conversions, and continuous product innovation. Implementing these principles will elevate paid media performance and drive sustainable growth for ecommerce businesses.
Key takeaways
Prioritize both high reach and high frequency in media buying to ensure consistent brand exposure and recall among potential customers.
Adopt a "hunting" mindset for media buying, meticulously identifying and targeting granular sub-audiences based on psychographics and behaviors, not just broad demographics.
Rigorously analyze your on-site funnel to pinpoint and rectify "leaks" where potential customers drop off, to maximize the conversion of ad spend into revenue.
Track and optimize for micro-conversions (e.g., add-to-carts, email sign-ups) as leading indicators to identify bottlenecks and refine the path to purchase.
For established brands, consistently innovate and improve products based on customer feedback to maintain relevance and competitiveness, thereby fueling further media buying success.
On today's episode, Kunle talks about five areas of focus direct-to-consumer ecommerce brands should base their media buying activities on. Regardless of the paid media platform, these principles will help form your overarching strategy so that you apply tactics. Here is a summary of the five points discussed: Winners of the game drive high reach and high frequency Media buying is a hunt - you need to dial-in on sub-audiences Is your on-site funnel leaking and costing you cash? What are your micro-conversions? For established brands - don’t stagnate, innovate - dial in on product improvements ----------- SPONSORS: This episode is brought to you by: Klaviyo What do sophisticated D2C brands like ColourPop, Huckberry, and Custom Ink all have in common? They rely on Klaviyo, the growth marketing platform chosen by more than 25,000 online businesses. With a dedicated team of experts and a platform that consumes more data than any other on the market, Klaviyo helps you own the customer experience and grow higher-value relationships. From a shopper’s first impression to each subsequent purchase, Klaviyo understands every interaction, empowering brands to create more personalized marketing moments. When you have a 360-degree view of the customer, the growth possibilities are endless. Visit klaviyo.com/2x to get Klaviyo’s holiday planning guide. Rewind - Cloud Backups Let's take a quick break to talk about screwing up. Accidents happen. Maybe you installed an app and it messed up your theme, or a CSV import wrecked your product catalogue. Common myth; Shopify and BigCommerce have a backup that you can use when something goes wrong with your store. Untrue! They don't! Myth busted. So what do you do? You use Rewind to protect your Shopify or BigCommerce store with automatic backups. Rewind should be the first app you install to protect your store against human error, misbehaving apps, or collaborators gone bad. It’s like having your very own magic undo butt
What does this episode say about paid acquisition?
Prioritize both high reach and high frequency in media buying to ensure consistent brand exposure and recall among potential customers.
What does this episode say about dtc strategy?
Adopt a "hunting" mindset for media buying, meticulously identifying and targeting granular sub-audiences based on psychographics and behaviors, not just broad demographics.
What does this episode say about conversion & cro?
Rigorously analyze your on-site funnel to pinpoint and rectify "leaks" where potential customers drop off, to maximize the conversion of ad spend into revenue.
What does this episode say about product & merchandising?
Track and optimize for micro-conversions (e.g., add-to-carts, email sign-ups) as leading indicators to identify bottlenecks and refine the path to purchase.
What does this episode say about paid acquisition?
For established brands, consistently innovate and improve products based on customer feedback to maintain relevance and competitiveness, thereby fueling further media buying success.
