SE4 EP53: Scaling a Direct-to-Consumer Brand with Social Advertising

2X eCommerce Podcast · with Erin · November 14, 2019 · 71 min

Summary

This episode cuts through the complexity of social media advertising for DTC brands. Learn directly from an early Instagram ad rollout strategist how to scale your brand effectively, improve ROAS, and leverage platforms like Instagram and Facebook for sustainable growth. Discover practical strategies for campaign setup, targeting, creative, and optimization that drive real results.

Key takeaways

• Implement a robust testing strategy for ad creatives, headlines, and calls-to-action to continuously optimize performance.
• Focus on a balanced approach to Customer Acquisition Cost (CAC) and Lifetime Value (LTV) for sustainable long-term growth in social advertising.
• Utilize platform-specific targeting tools and lookalike audiences to expand reach and acquire relevant new customers effectively.
• Integrate your social advertising efforts with a strong MarTech stack, including CRM and email marketing platforms like Klaviyo, to build meaningful customer relationships.
• Develop a strategic budget allocation plan across various campaigns and social platforms to maximize return on ad spend.

Themes

Topics covered

Episode description

Erin was an early hire at Instagram - employee 40! And was instrumental in the global rollout of Instagram's advertising solutions. Erin led Product Marketing Communications for the Instagram Ads global rollout and developed its first-ever digital marketing campaign. She managed the Client Services team at Amazon overseeing Entertainment advertisers and has worked with Fortune 500 companies such as Zillow, Disney, Liberty Mutual, PepsiCo, bareMinerals, USAA, Warner Bros., and ABC. Today, Erin runs Shorebird Media, a digital marketing agency that helps direct-to-consumer brands grow and scale. As social media advertising has become increasingly complex, Erin will be taking us through the intricacies of scaling your direct to consumer eCommerce brand, with her specialized knowledge gained from her 14 years of experience at companies including, Facebook, Instagram, and Amazon. She specializes in performance marketing to deliver a higher return for businesses.​ ----------- FACEBOOK GROUP...CONTINUE OUR CONVERSATION The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched. It is a community... ✔️ for founders and experts passionately involved in eCommerce ✔️ for the truly ambitious wanting to make an impact in the markets they serve ✔️ for those willing and open to help and share with other members Here is where to apply to join the Facebook group >>http://bit.ly/ecommercefb<< ----------- SPONSORS: This episode is brought to you by: Klaviyo If you’re looking to grow your business there is only one way—by building real, quality, customer relationships. Most marketing software will claim they do this, but will never deliver on their promises. You need to demand more from your marketing software that’s where Klaviyo comes in. Klaviyo helps you build meaningful customer relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing m

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Frequently asked about this episode

What does this episode say about dtc strategy?

Implement a robust testing strategy for ad creatives, headlines, and calls-to-action to continuously optimize performance.

What does this episode say about paid acquisition?

Focus on a balanced approach to Customer Acquisition Cost (CAC) and Lifetime Value (LTV) for sustainable long-term growth in social advertising.

What does this episode say about analytics & attribution?

Utilize platform-specific targeting tools and lookalike audiences to expand reach and acquire relevant new customers effectively.

What does this episode say about dtc strategy?

Integrate your social advertising efforts with a strong MarTech stack, including CRM and email marketing platforms like Klaviyo, to build meaningful customer relationships.

What does this episode say about dtc strategy?

Develop a strategic budget allocation plan across various campaigns and social platforms to maximize return on ad spend.

Listen

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