Gabriel Wolff

Here's one of the ways brand teams fail. It happens more often than not. Invest too much budget in one idea. Believe it's sure to succeed from surrounding yourself with like-minded people or a culture that punishes diversity. Run the single big production cost creative that has about the same chances of success as each of several smaller production creatives. Why? Because it's less work. Because leadership doesn't understand statistics. Because it's more likely to win some award on production quality. Because brand isn't measured by results. None of these are good reasons to blow the budget on one creative. Next time you see the brand team do this, gold spray paint a bunch of eggs and leave a basket on their desk on Bring Your Kids to Work Day. #brandmarketing #tv #marketing #performancemarketing

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Do you own a B2B consulting firm? Here's what you need for your business: - Clear & concise website - Messaging that speaks to pain points - Technically sound SEO for website - Clear value prop Check out some of our most recent work where we helped a Charlotte based Fractional CTO firm revamp their site & messaging & dial in their technical SEO. Hit us up if you're curious about elevating your digital footprint!

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Cannabis operators: get your priorities straight. DON'T invest in SEO until you've: - Put retention marketing systems in place (especially email) - Implemented rewards and referral programs - Honed in ultra-closely on your value prop and target audience - Optimized AOV with product bundles and free shipping - Optimized LTV with subscriptions Do these things and THEN we'll talk about acquiring more customers with SEO. Doing SEO before you've focused on optimizing revenue from your existing customers is like inviting people in, then deciding to clean your house. "But Wells, you literally run an SEO agency" Yeah, but I want to see both of us win. Growth is about doing the right things at the right time, and no sooner. ✌🏻 #CannabisMarketing #SEO

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I'm closing in on $50k/month with my agency that’s doing email marketing for DTC Ecom stores. I got here by overdelivering like crazy. And that means clients don't leave. I got here because I understood: Sustainability > Profitability. If you are serious about your business message me "SCALE" if you want me to add $30,000-$50,000 to your existing Ecom store which is generating $20k-$200k/month. #ecommerce #emailmarketing #DTC

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The average American sees 100-350 ads a day. Yeesh. So, here’s how we help CMOs at CPG Food & Bev shops get more clicks against the competition. The #STANDOUT ! Process. We: 𝗦tart with objections → Define clear goals, perform audits, and prepare briefs. 𝗧arget the right people → Identify ICPs using lazer-targeted avatars 𝗔nalyze what's unique about you → Conduct competitor analysis to carve out a USP 𝗡ail your brand → Craft its voice and identity across all touchpoints 𝗗etermine the right channels. → Map out the customer journey on each channel 𝗢pen up to your audience. → Distribute content and ramp the reach up on social 𝗨nleash the power of data. → Go deep on the stats to optimize your strategy 𝗧ake everything to the next level. → Scale up marketing efforts with continual testing The result? hashtag #FreshExpress went from: — 18k Youtube views — 6k Pinterest Followers — & a 36 hour consumer response time in 𝟮𝟬𝟭𝟵, to: — 2.2 Million Pinterest users — 1.3 Million Youtube views — & Less than 12 hour consumer response time in 𝟮𝟬𝟮𝟰. PS: If you're a CMO or VP of marketing in CPG Food and Bev. And you're looking to become the only option for your ICP Just DM 'STANDOUT' And we can explore how we could bring you higher quality marketing at scale.

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Some products just don’t work for scaling DTC profitably. Why? The unit economics needed to scale profitably aren’t there. One example that comes to mind is the vast majority of food and bev products. If your product mix has low AOV and high (shipping + fulfillment cost)/AOV, chances are you won’t have enough room in your contribution margin before marketing to afford the CAC you need scale through DTC advertising channels. There are some exceptions to this rule, but generally speaking, the products that crush DTC have higher AOVs and higher margins before marketing, allowing sufficient CAC budget to scale. Do you agree?

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At Tenzo, discussions around CPA often focus on Meta spend, but in the last two years, we started taking a broader approach, and it's saved us a TON of money. While using Meta ads is essential, we can't control the price per acquisition. Most brands are at their mercy...But not us! That's why we focus on blended CPA, which gives us the average cost to acquire a customer across all channels. Our sights are always on finding new strategies to keep our CPA going down. One effective strategy we've implemented is affiliate marketing, where we set our CPA by determining affiliate commissions and customer discounts. This method has yielded impressive results, with an average ROI of 6.67x and a CPA of $6.87 - which is lowering our blended CPA by a lot! This summer, we're aiming to scale our program to further lower our blended CPA and increase ROI. Social Snowball ☃️ l has been instrumental in this process, allowing us to turn our top LTV customers into affiliates, efficiently reach out to nano influencers, and seamlessly track and pay our affiliates. How are you working to lower your blended CPA? Comment Below! 👇 Let me know if you have any questions in the comments!

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We doubled our CPG brand’s email revenue to $243,581/m in 4 months. Here’s the exact blueprint we followed to earn this result: Before working with us, our client was already generating $120,000/m via email. A respectable number, but we knew there was room for improvement. Like with all clients, our team started with a deliverability audit. We always start here because deliverability is the most common problem DTC brands suffer from. After the audit, we went in & made the necessary changes to bring their deliverability back on track. Furthermore, we cleaned his list of all inactive subscribers. This was an extensive process, as our client didn't clean their list regularly. Once we solved their deliverability issues, we started building campaigns & emailing their list consistently. We raised the email frequency to 2 emails per week & created content that resonated with the audience. This raised the list’s overall open rate, which meant more eyes on our sales emails. Next, we started creating flows. Our client was too busy to create optimized flows that would skyrocket their revenue. Some of these included: • Welcome flow • Abandoned series flows • Post purchase series flows We created different variations for each flow to tailor with each relevant audience segment, and didn’t cut corners on the number of follow-up emails in each sequence. To top everything off, we followed a cadence of 80% value & 20% sales emails. Thanks to our efforts, we doubled their already respectable email revenue in 4 months. Is your brand not leveraging email marketing to the fullest? Send me a connection request & we’ll have a chat.

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After years of no paid spend on social media, We’re back. Butt driving ZERO clicks to our website 😱 Instead we’ve chosen to pump traffic to key retailers Because we believe this is where our DUDES want to buy While the attribution isn’t an exact science like DTC You’d have a hard time convincing me the ROI isn’t better ✅Everyone prefers to buy at retailers - so conversion rate is higher 💰 ✅Customers can also stock their cart with other products - driving net new revenue to our retailers, they like that 😃 ✅ We’re pumping the flywheel at the largest marketplaces in the world. Where organic rank is worth much more than a customer’s “1st party data” 🚀 ✅ This strategy requires infinitely less costs than DTC - where you’re constantly draining cash flow into creative iteration, customer service, Ad specialists, web design, etc While this might not be for everyone, make you’re not blindly chasing a Shopify model Often times there is goldmine right under your nose. ✌️

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Simple ≠ Easy This is the one thing I’m realizing after talking to multiple DTC experts over the last few weeks. The fundamental problems most businesses face already count on answers.  And they’re usually very simple. Q: How can my brand stand out from the crowd?  → Be authentic. Q: How do I know what my customers need? → Talk to them! And so on…. Except these aren’t always easy. The question of figuring out your brand voice especially, such that it’s authentic AND unique AND it resonates with your customers? I got to chat with Jameela G. to try to answer that question. We discussed the ‘simple’ answers.  Along with frameworks and tactics so it's also a bit easy for you to do it. The full episode releases in just few days – yay! ps.: get ready for some good vibes! One can't just spend a whole hour with Jameela without feeling optimistic about life 🍀 #marketingpodcast #dtcmarketing

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We added $55k in MRR for DTC Skincare brand, Ohlolly. Here's how we did it (Step-by-Step): For context, Ohlolly was already thriving with their email channel before we engaged. But as of Feb 1st, when the Google & Yahoo changes went live, everything changed. Email attribution dipped from 37% down to an all-time low of 2%. I feel many case studies nowadays leave a lot to the imagination. That's why I've made this storyboard video to walk you through the journey. This is how to take your retention channel to the next level in 2024. What was your biggest takeaway from the video? --------- Hi - I'm Sam Saifi, and at Revenue Labz, we help DTC brands discover a whole new approach to retention marketing. Our value-first approach and in-house data tools help bring unprecedented incremental lifts. Data tells a story, and if you can uncover that story, tangible improvements become far, far easier. If you want a complimentary audit on your retention channel, send me a DM with the word 'Audit' and we'll get it arranged.

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Sometimes founders and business owners "wear so many hats" and it often impedes them from growing their business further. It happened to me more than once so I can understand it first hand. 🙄 Perhaps the time is ripe to delegate. We're here to help. 😀 #cpg #cpgfounders #smb

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Will geo-targeting ads really drive sales – and let's talk RESULTS! Our geo-targeting campaign for this dispensary delivered 991 clicks with a .23% click-through rate and influenced a remarkable $140k in sales. Ready to elevate your cannabis brand? DM us.🚀 #SMServices #WebsiteTraffic #Sales #Geotargeting #cannabismarketing #marketingcannabis #cannabiscontentmarketing #cannabisdispensarymarketing #cannabismarketingagency #advertising #branding #digitalmarketing #cannabisindustry

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Nothing build confidence in a consumer than a peer review. Whether it be a friend, family member, or a stranger that aligns with their needs, interests, and values. It's really difficult to demonstrate these attributes with written reviews but UGC that shows the user physically, how they use it, how they talk, and the value they get from your product is gold. Generating this sort of content at the right moment is an art. Brands need to communicate different benefits at different points in the buying journey from discovery to purchase to nudge the buyer forward. In this clip from my conversation with Tom Logan, CEO and Co-Founder of Cohley on The MarTech Matrix Podcast, we discussed all the ways brands can leverage UGC right down to the point of purchase. Check out the comments for links to more clips and the full episode. #MarTechMatrix #Podcast #UGC #InfluencerMarketing #ContentCreation #BrandStrategy #DigitalMarketing Tom Barbaro Cogent Collective

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Micro-influencers at scale. If you have a lower AOV product (say <$50) and your product is good, some amazing work you can do to scale micro-influencers. Exchange free product for a UGC video post. You get 1) great organic lift by having hundreds or thousands of people talking about your brand on social. And 2) you build up an incredible library of ad creatives that you can run in your social ad campaigns. I’ve tested many 3rd party groups to help me manage this. My two favorites by far are Statusphere and Stack Influence. Both deliver high quality micro-influencers and both can scale up with your needs. For Viori we do about ~300 deals per month across these 2 platforms. Give your micro-influencers a little bit of direction on creative, but mostly allow them the freedom to do their best work. Treat them like “creators” more than “influencers.” I can tell you firsthand that there are some INCREDIBLE micro-influencers out there who, from a creative standpoint, are every bit as creative and can create a UGC asset that is just as effective as any traditional social media influencer. Not every micro-influencer deal is going to knock it out of the park for you but that’s okay. It’s a numbers game. DON'T DO THIS if your product sucks. It will produce negative outcomes that get out of your control.

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Most low 7-figure D2C brands suck at growing their AOV. 9/10 times, they are hyper-focused on getting as many new customers as possible and aren't even thinking about average order value. One of the first things we look at when onboarding a new client is their AOV and how they are currently attacking it. If we can increase the profit generated on their first order, that's a HUGE win. Here are the 5 things we typically leverage to drive up average order value: 👉 Offer quantity discounts or bulk pricing to encourage customers to buy more. 👉 Cross-sell related products by displaying them on product pages or in the checkout process. 👉 Upsell higher-priced versions of the product the customer is already interested in purchasing. 👉 Offer limited-time promotions or deals to create a sense of urgency and encourage customers to buy more. 👉 Offer loyalty or points-based rewards programs to encourage customers to buy more on their first and subsequent orders. It's important to note that not all of these will work for every business. You have to understand your customer, their problems, and their unique buying journey in order to know which ones will be most impactful. Once you have that figured out, the sky is the limit.

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We've collected over 166 million emails with pop-ups for eCom brands. Here's an actionable discovery we made... For context, there were 3 main types of pop-ups we tested: 1. Free shipping 2. Free resource/downloads 3. Dollar discount/percentage discount Wanna know which works best? From our testing, number 3 wins... by far. And, percentage discounts perform even better than dollar. The higher the percentage, the higher the opt-in rate. If your brand hasn't implemented this style of pop-up yet, try it. You'll be surprised by how fast your database grows.

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High-growth DTC brands, here’s a quick framework to assess an agency: All a business is is a collection of people working toward a common goal. So partnering with the best agency is one of the highest ROI things you can do in accelerating your own mission. Get it right and you’ll have an expert team in your corner. They’ll solve problems that you weren’t even aware were holding you back, save literal years on your growth journey and put a lot of money in your pocket. Get it wrong and you’ll be going round in circles led by the blind, no matter how well intentioned. In 2024, it’s literally do or die. So when assessing an agency, stop the 1-2hr pitch windows and actually spend time with them. Look beyond the shiny decks, the logos within, the revenue promises and the marketing fluff - anyone can claim anything. Assess the team: > Who are you getting? > What are their core skills? > What’s their track record? > Get some examples of when it went wrong, and why. > Understand if they were really responsible for the growth they claim, or did they ride the wave of circumstance/the brand? > What’s the price? The best people are not cheap, and it’s a big red flag if your retainer is. > Most importantly, are they A-players? Experts that you can implicitly trust to have your back and do the right thing? Only once you’ve spent the time to really get to know who you’re partnering with can you reasonably expect to make an informed decision. This is a team you’re trusting with millions of £, the future of your business and even the livelihood of your internal team. It’s not something you should make a Hail Mary call on; getting it right is more important than getting it done. So if you’re a mid-large DTC brand with a clear proposition and want a crack team on your side who just get it, we might well be right for you. Get in touch, spend some time with us and let’s see.

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Healthy profitability isn’t what makes a DTC brand valuable. Healthy positive cash flow is... Just because your brand is profitable doesn’t mean it’s creating positive cash flow. Unless you know how to manage your balance sheet efficiently, your profitable DTC brand’s cash flow may be locked up - 1. On warehouse shelves (inefficient inventory management) 2. Your customers’ bank accounts (inefficient receivables management) 3. Your vendors bank accounts’ (inefficient payables management) Need help managing your balance sheet so you can improve cash flow and increase your brand’s valuation on the open market? Shoot me a DM. My team of Ecommerce CFOs can help. — If you found this post helpful, consider resharing and follow me Jon Blair for more content like this.

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