Marketing Archives

Resale Revelation: How Brands Are Tapping Into Secondhand with Bianca Tarantowicz

November 21, 2023 by Brent W. Peterson

In a recent podcast episode, I had the pleasure of hosting Bianca Tarantowicz from Recurate, a software-as-a-service company that helps brands enable their resale channel directly on their website. Alongside my co-host Madeline, we delved into the world of branded resale, discussing its potential and how brands can leverage this growing market.

Meet Bianca, The Director of Brand Success at Recurate

Bianca, the Director of Brand Success at Recurate, is passionate about helping brands onboard and effectively communicate the benefits of branded resale to their customers. She is based in New York, specifically on Long Island, and has a background in competitive ballet dancing, which she believes has shaped her work ethic and who she is today.

The Power of Branded Resale

Bianca shed light on the challenges and excitement of implementing a resale strategy within a brand. She emphasized the importance of involving various departments, such as sustainability, e-commerce, and operations, to maximize the potential of resale. According to Bianca, brands can tap into their inventory and engage with customers by offering quality products at a fair price point.

The Rise of Secondhand Buying

Bianca and Madeline discussed the growing acceptance of secondhand buying among shoppers and the convenience of online resale platforms. Bianca explained that Recurate ensures the legitimacy of the products before they go live on their platform. She also acknowledged that while there may be some hesitation from luxury brands to engage in resale, technology like digital ID can help authenticate luxury items.

The Impact of Fast Fashion

The conversation also touched on the concept of fast fashion, which refers to quickly produced, low-cost, and low-quality clothing that follows trends. Bianca explained that fast fashion poses challenges for resale due to its short lifespan and lower quality.

The Future of Innovation in the Sales Space

Bianca highlighted the concept of digital ID and the ability for consumers to track the lifecycle of their products as the future of innovation in the sales space. She also mentioned the potential for advancements in cleaning and repair technology, as well as the growth of peer-to-peer services and community-based collaborations.

The Success of Mansur Gavriel and the Dream of Landing Cult Gaia

Bianca mentioned the success of Mansur Gavriel, a handbag company that has embraced timelessness and authenticity in their products. She also revealed her “white whale,” or the brand she would love to land for Recurate, as Cult Gaia, a brand known for their funky and fun handbags.

The Benefits of a “Takeback” Program

Brent asked Bianca about a “takeback” program, where customers can trade in their pre-loved items for a gift card, and the brand can resell those items. Bianca explained how this program works and the benefits it offers.

Final Thoughts

In closing, Bianca emphasized the importance of brands embracing the resale market and the potential it holds for the future of retail. She encourages brands to consider the benefits of resale, not only for their bottom line but also for the environment and their customers.

In the world of retail, the future is resale, and brands that embrace this trend will be at the forefront of the industry.

Transforming Digital Advertising: Less Is More and Relevance Is Key

November 16, 2023 by Brent W. Peterson

As consumer behaviors evolve, the digital advertising strategies of retail brands must adapt. Quality, not quantity, should be of prime concern and focusing on fewer but highly relevant ads holds better promise for effective targeting.

Smart Scaling Secrets from Disruptive Advertising’s Jacob Baadsgaard

November 14, 2023 by Brent W. Peterson

In a recent episode of my podcast, I had the pleasure of hosting Jacob Baadsgaard, the founder of Disruptive Advertising. We delved into his journey from starting as a freelancer in his basement to becoming the founder of a thriving agency. We also discussed his passions, the importance of balance, and the lessons he learned from being out of balance in the past.

The Journey of Disruptive Advertising

Jacob shared about his day-to-day role at Disruptive Advertising and his passion for helping businesses reach their potential. He revealed that Disruptive Advertising started as a freelance side gig in his basement and has now grown into a thriving agency with employees across the country.

Life Beyond Work

When asked about his passions outside of work, Jacob mentioned that his biggest passion project is his four kids. He recently took his oldest daughter on an adventure to New Zealand, which was a great bonding experience for them. Jacob also enjoys zone two cardio, spending time on the bike or running outside while listening to books. He finds that these workouts help him clear his mind and feel connected to his life.

Transitioning Roles and the EOS Model

Jacob discussed his transition from the CEO role to focusing on his passions within the company. He has stepped away from the day-to-day management and execution of the business to focus on developing education and experiences for digital marketers. He emphasized the importance of working on the business rather than in the business and the need to let go of how things get done while maintaining a clear vision and strategic direction.

We also discussed the EOS (Entrepreneurial Operating System) model, which we both use in our businesses. The EOS model provides simplicity and clarity, allowing everyone in the organization to be on the same page and work towards a common goal.

Core Values and Mission of Disruptive Advertising

Jacob touched on the core values and mission of Disruptive Advertising. They have a unique approach to operating below industry benchmarks in terms of margin. Instead of focusing solely on profitability, they have a profit-sharing program and a personal development budget for their employees, investing in their growth and well-being.

Unique Aspects of Disruptive Advertising

Jacob explained three unique aspects of Disruptive Advertising. First, they limit the number of clients they work with, focusing on quality rather than quantity. Second, Disruptive Advertising is the top-rated performance marketing agency, with many happy customers. Lastly, Jacob emphasized the importance of alignment between business goals and marketing strategy.

The Role of Guessing in Marketing

We discussed the role of guessing in marketing. Jacob emphasized that guessing in marketing leads to nowhere and compares it to steering a rudderless ship. He appreciates the fact that on our podcast, we don’t give advice but rather share our own experiences.

The Current Disruptor in Advertising

When asked about the current disruptor in advertising, Jacob responded that AI is the game-changer in marketing right now. He expressed excitement about the possibilities of AI, such as chatGPT and image/graphic creation. He believes that AI will make marketers more valuable by freeing them from repetitive tasks and allowing them to focus on strategy and creativity.

My conversation with Jacob Baadsgaard was insightful and inspiring. His journey from a basement freelancer to the founder of a top-rated agency, his passion for his family and fitness, and his insights into the future of marketing were all enlightening. I look forward to seeing what Disruptive Advertising will achieve in the future under his visionary leadership.

Driving Multi-Channel Ecommerce Success: Optimizing Social, Search, Email with Laura Hanlon

November 7, 2023 by Brent W. Peterson

For ecommerce brands looking to grow, implementing a strategic multi-channel approach is essential. Relying solely on one marketing platform – be it email, paid social ads, SEO, or otherwise – leaves significant opportunities on the table. By effectively leveraging multiple integrated channels, businesses can gain a more complete view of the customer journey and use those insights to maximize conversions across touchpoints.

In this article, we’ll explore key strategies and tactics for optimizing a diversified digital marketing mix to accelerate sales. Topics covered include:

Efficiently capturing email addresses
Crafting on-site popups that convert
Advanced email sequencing techniques
Cross-channel retargeting best practices
Attribution modeling and data analytics
Channel optimization & testing
And more…

Let’s dive in and uncover exactly how leading ecommerce marketers are connecting the dots between social, search, email, and additional platforms to profitably scale their online businesses.

Expand Email Lists Through Lead Gen Campaigns

Email marketing remains one of the highest converting digital channels available to ecommerce brands. But to fully capitalize, you need a substantial list of engaged subscribers. Relying solely on visitors stumbling upon opt-ins or organically signing up during checkout is not enough. Savvy marketers are proactively growing their lists by running targeted lead gen initiatives across multiple channels.

Run Dedicated On-Site Pop-Ups

Having a pop-up form for collecting email addresses is a quick win for boosting sign ups. Make it easy for visitors to subscribe by prominently displaying the opt-in on site. Offer an incentive like a discount code or free gift for further motivation. Just be sure to avoid intrusive placement that disrupts the user experience. Limit to first-time visitors only and don’t show again after sign up.

Facebook, Instagram and other social platforms provide extensive targeting capabilities to home in on your ideal audience. Create campaigns with the specific goal of generating email sign ups rather than direct sales. Offer an irresistible lead magnet to capture interest. And utilize built-in lead forms for seamless list building right within the ad units.

Search Retargeting for conversions

Running paid search ads can help drive targeted traffic, but retargeting those who don’t initially convert is crucial for maximizing ROI. Remarketing past visitors with new email list promotion messaging helps capture leads that may have previously slipped away.

Influencer Partnerships

Teaming up with influencers who align with your brand can provide access to new, qualified audiences. Negotiate promotions where the influencers specifically promote your email subscriptions to their follower base to grow your list rapidly.

The larger and higher-quality your email list, the greater potential revenue it can drive through effective ongoing nurturing and retention campaigns. Invest time upfront in strategic list growth for long-term payoffs.

Craft On-Site Pop-Ups That Convert

As discussed above, on-site pop-ups present a convenient opportunity to capture visitor email addresses. But the most effective pop-ups balance list building with driving immediate sales. Follow these best practices for maximizing popup success:

Promotional Messaging

The messaging itself is key – it needs to clearly communicate the pop-up goal, whether email sign up, limited-time discount or both. Keep copy crisp and direct.

Placement and Timing

Don’t immediately blast visitors with a pop-up the moment they land on your site. Allow them to browse first before triggering the popup. And when it does appear, avoid disrupting if they are actively navigating pages or have items in their cart.

Mobile Responsiveness

With the majority of ecommerce traffic now on mobile, pop-ups must function seamlessly on all devices. Test across smartphones to ensure usability.

Offer Relevance

Whatever promotional offer or coupon you include should relate directly to products the visitor has been viewing. For example, if they were checking out apparel, the deal should apply to apparel purchases rather than unrelated items.

Limit Frequency

Nothing frustrates visitors more than being bombarded with the same pop-up over and over. Use frequency capping to ensure users only see it once.

Tasteful, strategically-timed pop-ups can boost conversions without annoying customers. Continuously test new variations to refine your approach.

Advanced Email Sequencing Techniques

Sophisticated email sequencing takes your campaigns to the next level. Instead of just bulk blasting promotional messaging, properly structured sequences nurture subscribers through customized journeys personalized to their behaviors. Let’s explore proven sequencing strategies for increased sales:

Welcome Series

The initial welcome series introduces new subscribers to your brand. Share valuable content that establishes your expertise and highlights product benefits. End by offering a coupon or promo to incentivize their first purchase.

Browse Abandonment

If a subscriber browses your site but leaves without buying, trigger a follow-up reminding them of items they showed interest in and offer a discount or free shipping to nudge them towards conversion.

Cart Abandonment

Similarly, if a customer adds items to their cart but doesn’t complete checkout, send an automated follow-up highlighting their would-be purchases. Offer a coupon and gently encourage them to finalize the transaction.

Win-Back Series

For subscribers who haven’t purchased in awhile, win-back messaging attempts to re-engage them. Ask why they haven’t bought recently, promote new arrivals and remind them of your brand.

Replenishment

For subscribers who have bought certain products in the past, send a reminder when it may be time to replenish those items. Include links for easy reordering.

Reviews

Requesting product reviews from recent purchasers helps build social proof. Follow up post-purchase asking if they’d take a moment to leave a review.

Get creative with sequences tied to specific subscriber actions and preferences to maximize relevancy.

Retarget Across Channels

To fully capitalize on hard-won site traffic, savvy marketers retarget visitors across channels even after they leave. Here are proven cross-channel retargeting strategies:

If someone bounces from your site without converting, you can continue engaging them through paid social ads on Facebook/Instagram. Tailor creative and offers to reconnect based on pages visited.

Search Retargeting

Similarly, you can remarket to site visitors via paid search ads on Google. This allows you to promote products they showed interest in across the web.

Email Retargeting

As discussed above, email sequences provide powerful retargeting capabilities. Automated flows can follow up with subscribers after on-site interactions to re-engage them.

SMS Retargeting

For subscribers who have provided their phone number, SMS messages are another channel for post-visit outreach. Send timely alerts on limited-time sales or promotions.

Direct Mail Retargeting

Even direct mail can play a role in cross-channel retargeting through services like Printi. Upload customer lists and retarget past site visitors with customized print catalogs.

Each retargeting touch is another chance to win conversions from promising leads. Continuity across channels improves results.

Attribution Modeling

To accurately gauge channel performance, ecommerce brands need effective attribution modeling in place. This analyzes how each touchpoint contributes to conversions across customer journeys. Here are key considerations when configuring attribution:

Algorithm Selection

Various algorithms like last-click, first-click or multi-touch assign conversion credit differently. Select a model that fits with your goals and reflects true channel impact.

Platform Limitations

Native channel analytics like Facebook Ads Manager often only report on activity within siloed channels. Leverage multi-touch attribution solutions for a unified view.

Data Connectivity

Connecting data across marketing and analytics systems is essential for Attribution. Ensure platforms share cross-channel insights.

Analysis Cadence

Continuously analyze attribution data to identify optimization opportunities. Review channel contributions regularly and tweak strategies accordingly.

Proper attribution provides visibility into how your assorted initiatives are driving sales. These insights empower smart optimization decisions.

Continuously Test and Optimize

To maximize results from a multi-pronged digital strategy, savvy ecommerce brands constantly test and optimize across channels. Here are impactful ways to improve performance:

A/B Test Email Content

Regularly A/B test email content like subject lines, preview text and calls-to-action to determine what resonates most with subscribers. Apply learnings to future campaigns.

Experiment with New Channels

Adding emerging channels like TikTok ads, SMS marketing or direct mail to your mix allows you to evaluate new customer touchpoints.

Dynamic Segmentation

Divide lists into highly-targeted segments based on behaviors and attributes. Send hyper-personalized messaging to boost engagement.

Iteratively Refine Offers

Test different promotional tactics like dollar-off coupons vs. percent-off discounts to see what best incentivizes purchases.

Monitor ROI

Dig into channel revenue attribution and profitability metrics. Double down on high-performing drivers and prune inefficient spend.

Agile marketers avoid stagnation by continuously evaluating and evolving their multi-channel programs. A/B testing and data analysis are invaluable for guiding enhancements.

FAQs

What are the top marketing channels ecommerce brands should focus on?

For most ecommerce businesses, paid social ads, email marketing, SEO, and paid search tend to provide the highest ROI. But emerging options like SMS and TikTok ads are worth testing as supplemental channels.

How much budget should go towards each channel?

There are no fixed allocation percentages that will work across the board. Analyze attribution data to understand your unique channel contributions, then allocate budget proportionately to the sales impact of each.

When does it make sense to bring on an agency versus handling marketing internally?

In the early growth stages, outsourcing to an expert ecommerce agency can provide greater focus on optimizing channel performance. Later on, larger in-house teams may offer benefits like institutional knowledge and integrated workflows.

What metrics indicate poor multi-channel optimization?

Indicators like decreasing conversion rates across channels, low referral traffic between platforms and poor attribution to certain touchpoints all signal opportunities to improve integration.

In Closing

By coordinating social media advertising, email marketing, SEO and additional digital initiatives, ecommerce brands can gain a holistic view of each customer’s journey. Strategic nurturing and retargeting across channels maximizes engagement at every touchpoint.

Continuously track channel analytics through multi-touch attribution to allocate resources appropriately based on ROI. And keep testing and optimizing campaigns through A/B experiments and customer segmentation for sustained innovation.

With the right integrated multi-channel strategy fueled by hard data, elevating performance across all digital drivers is an attainable reality for forward-thinking ecommerce marketers.

SEO Meta Title: Driving Multi-Channel Ecommerce Success: Strategies for Optimizing Social, Search, Email & More

Meta Description: Grow your ecommerce business by effectively leveraging social ads, email marketing, SEO, PPC and other integrated digital channels.

Key Phrase: ecommerce multi-channel optimization

Excerpt: Implementing a strategic multi-channel approach is essential for ecommerce brands looking to grow. This article explores proven tactics for optimizing social, search, email and more to maximize sales.

Tags: ecommerce, email marketing, social media marketing, search engine optimization, paid search, attribution modeling

The Art of Clienteling: Building Customer Loyalty with Casey Drake

November 7, 2023October 24, 2023 by Brent W. Peterson

Hello everyone. Brent, again, and today, I’m excited to share a special episode of our podcast with you. This episode features a fascinating discussion with Madeleine Anderson and Casey Drake from Endear. We discuss clienteling, its evolution, and its importance in retail sales. We also touch on the role of associates in clienteling and the impact of COVID-19 on loyalty and customer engagement.

The Art of Clienteling

Casey Drake, VP of Sales at Endear, is not just a sales expert but also a passionate entertainer. She runs a YouTube channel where she tries to make people laugh and be interested in her content. I must admit, her style of humor is quite different from mine, which tends to make people want to leave. But let’s get back to the topic at hand – clienteling.

Casey explains that clienteling is proactive sales outbound activity in retail. It’s all about ensuring that customers have an exceptional experience, love their products, and are informed about new products and different ways to purchase them. In essence, it’s retail’s fancy word for sales.

The Evolution of Clienteling

We then moved on to discuss how clienteling has evolved over time. Casey references the show “Marvelous Mrs. Maisel” and explains that clienteling originated from the cutthroat world of retail sales in the 50s and 60s. Salespeople relied on their contacts and provided personalized service to customers. We also reminisced about an episode of “Gilmore Girls” that showcases the high level of attention and service provided to customers in the past.

The Role of Associates in Clienteling

Casey highlighted the significance of associates in Clienteling. She emphasized that when customers enter a store, the first person they encounter is an associate, and that person becomes the face of the brand for the customer. Customers’ loyalty and attachment towards a brand are often influenced by their interactions with these associates. Casey gave an example of a client who prefers shopping at Lululemon because of her attachment to a specific associate, even though Alo Yoga offers a better product at a better price.

Clienteling in High-End vs. Mass-Market Brands

Madeleine Anderson then asked about the difference in clientele between high-end brands like Diane von Furstenberg and mass-market brands like Target. Casey explained that bigger department stores still focus on clienteling, mainly because of their commission-driven sales approach. However, she believes that smaller brands can compete by adopting new technologies and providing a higher level of service. She also mentioned that the success of clients’ telling lies in the hands of the designers who can put passionate associates in their stores and maintain communication with customers.

The Challenges of Scaling Customer Service in Retail

The conversation shifted to the challenges of scaling customer service in retail. Casey suggested that retail needs to reset its approach to incentivizing associates and customers. She also emphasized the importance of personal messaging in clienteling. For instance, marketing for events at a store can be considered retail marketing, and messages should come from the store and be written in a conversational tone. Two-way communication and the ability for customers to reply to messages are also crucial.

Personal Experiences with Being Clientele

Casey shared that he has never been personally clientele by anyone, but he has successfully influenced others to become clientele of certain brands. He mentioned that he is a target shopper and not a big spender on clothes, but he still loves the brands they work with.

The “Great White Buffalo” Brand

Casey shared his “great white buffalo” brand, Farideh, a men’s brand that he admires. He talked about the founders and their cool factor. Madeleine joked about calling it a “white bison” in North Dakota.

Advice for Retailers

As we concluded our discussion, I asked Casey for advice on how retailers can improve their client-telling efforts. Casey emphasized the importance of data and tracking, as well as incentivizing associates and customers.

Upcoming Webinar and YouTube Channel

Casey announced a webinar they will be hosting on Wednesday at 2 pm Eastern Time. The webinar will feature Shopify and Psycho Bunny, discussing Psycho Bunny’s story of getting set up within Shopify. Casey also encouraged listeners to follow and subscribe to his YouTube channel, Casey from Endear, for great content. Madeleine added that the webinar will be available on their website even after Wednesday, October 25th, and Casey mentioned that he will also upload it to his YouTube channel.

Wrapping Up

Casey asked me about my favorite memory from the podcast’s 200 episodes as we wrapped up the episode. I mentioned that I don’t have one specific favorite memory but enjoy learning something new from each episode. I see the podcast as a learning activity and hope listeners can take away actionable insights from each episode.

Casey congratulated me on reaching 200 episodes, and I mentioned that the episode would be released the next day. I joked about having extra time to edit because I am in Hawaii.

I hope you found this episode as informative and engaging as I did. Stay tuned for more insightful discussions in our upcoming episodes.

How to Optimize Identical Webpages with Perfect Canonical Tags

October 4, 2023 by Brent W. Peterson

Discover the effective method of using a canonical tag to settle the chaos of similar webpages. Experience a boost in your site’s performance and enhance your digital presence.

Social Media Marketing for E-Commerce: Tips and Best Practices

September 27, 2023 by Brent W. Peterson

In today’s digital age, e-commerce has become the new normal for shopping. As consumers spend more time online, it has become essential for businesses, particularly those in the creative and design fields, to market themselves effectively on social media. Whether you’re an independent designer or a creative e-commerce entrepreneur, the …

Unraveling the Power of Email Marketing: A Conversation with Jessica Totillo Coster

September 19, 2023September 12, 2023 by Brent W. Peterson

Hello everyone! I’m the host of the podcast “Talk Commerce Today,” and I recently had the pleasure of having a fascinating conversation with Jessica Tosto-Coster, an e-commerce and email marketing strategist for scrappy entrepreneurs. Jessica has over 20 years of experience in retail and e-commerce, and she uses her expertise to help small businesses grow their traffic, sales, and profit. Today, I want to share some of the key insights from our conversation.

Meet Jessica, The E-commerce and Email Marketing Strategist

Jessica is a passionate e-commerce and email marketing strategist who has dedicated her career to helping small businesses thrive. She offers one-on-one coaching, a membership program, and digital courses to equip entrepreneurs with the tools they need to succeed. Jessica’s passion lies in shoes, but she also loves spending time with her family, including her husband and cat.

The Power of Newsletters and Email Marketing

During our conversation, we delved into the topic of newsletters. Despite having a prolific blog and podcast, I’ve always hesitated to start my newsletter. Jessica, however, highlighted the importance of email marketing, stating that it has the highest ROI of any marketing activity and is essential for converting leads into sales.

She advised small businesses to prioritize email marketing over social media, as it generates more revenue. Jessica also addressed the common concern of not knowing what to say in newsletters, ensuring it’s simpler than it seems. The content should focus on solving customers’ problems, inspiring them to buy, or nurturing repeat customers.

The Art of Email Marketing: Providing Value and Segmenting Your Audience

Jessica emphasized the importance of not trying to please everyone with your email marketing. She shared an example of an email marketer in the online education space who shifted their mindset to prioritize providing value to their audience rather than segmenting them based on their engagement frequency.

I shared my personal experience with a company that emailed me even after purchasing. This highlighted the importance of segmentation and targeting the right audience to avoid annoying them. Jessica agreed, adding that sending the same product to someone who has already purchased it is lazy email marketing. She advised considering the product being sold and customers’ consumption habits to create a successful email program.

Email Deliverability and Legal Considerations

We also discussed the importance of email deliverability and being intentional about who we email and the content we send. Jessica emphasized the need to practice positive email practices, clean our email lists, and stay engaged to avoid any deliverability issues.

She also highlighted the legal considerations regarding automation like checkout abandonment or browse abandonment emails. It’s crucial to ensure that only those who have opted in to receive marketing emails from us receive these subsequent emails.

The Importance of Guiding Customers to the Right Product

Jessica and I discussed the common tendency for e-commerce businesses to focus too much on perfecting their websites. Jessica advised listeners to prioritize keeping their e-commerce operations running smoothly and consistently reaching their target audience. She emphasized that having a visually perfect website is not as crucial as ensuring that people know about the business and its products.

Closing Thoughts and a Special Offer

In closing, Jessica shamelessly plugged her membership program, “The Lounge,” which offers guidance and optimization opportunities for small e-commerce businesses. She describes it as the best place on the internet to grow traffic, sales, and profit. She also offered a special gift for listeners, which can be accessed through a specific link.

Our conversation with Jessica was enlightening and packed with valuable insights. Whether you’re a small business owner or an aspiring entrepreneur, I hope you found this recap as informative and inspiring as our original conversation. Remember, the key to successful email marketing is to provide value, segment your audience, and always stay engaged. Happy emailing!

The Importance of Live Chat Moderation in Online Discussions

September 1, 2023 by Brent W. Peterson

This article discusses the significance of live chat moderation, the potential risks of unmoderated chats, and how moderation works to create a positive online environment while preserving a brand’s reputation.

Harnessing the Power of TikTok for E-commerce: A Conversation with Lauren Schwartz

August 20, 2023 by Brent W. Peterson

In this podcast episode, Brent welcomes Lauren Schwartz, the owner of The Loft 325, a creative studio specializing in ad creatives for e-commerce brands. They discuss the importance of creativity in TikTok videos and how it offers a new way for brands to engage with audiences.

Lauren advises brands to balance creativity with taking action by developing content on various topics and working with content creators. They also discuss the challenge of convincing B2B brands to try TikTok and how to grab viewers’ attention quickly. They discuss the importance of content creation and organic user-generated content for e-commerce merchants.

Ready to dive into the world of TikTok and e-commerce? Join me in this episode as we explore the importance of creativity, content creators, and the benefits of using TikTok for advertising. Get inspired and stay one step ahead!
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The Loft 325: A Creative Hub for E-commerce Brands

Lauren Schwartz is not just the founder of The Loft 325, but she also plays a pivotal role in running the studio and educating new creatives on the platforms they will be working on. Her passion lies in helping designers and video editors find their creative direction.

TikTok: A New Avenue for E-commerce Brands

Our conversation quickly moved to the topic of TikTok and its role in e-commerce. Lauren explained that TikTok offers a unique element of entertainment that allows brands to step away from being overly salesy. It provides a fresh way to engage with audiences and showcase products in a fun and entertaining manner.

Balancing Creativity and Action

When asked about how brands can balance creativity with taking action, Lauren advised brand owners to start developing content on various topics, including interviews with employees and industry experts. She emphasized the importance of working with content creators who can provide fresh perspectives on the brand.

Overcoming Skepticism: The TikTok Challenge

We also discussed the challenge of convincing B2B brands to try TikTok. Lauren acknowledged the skepticism but suggested allocating a budget to test the platform. She recommended working with content creators to bring a fresh perspective to the brand’s image.

The Importance of Quick Engagement on TikTok

Lauren highlighted the importance of grabbing viewers’ attention quickly on TikTok. With users scrolling through content rapidly, the “three-second hook” is actually less than a second. Understanding what is trending on TikTok can help in creating engaging content that resonates with the audience.

Engaging Older Generations on TikTok

When asked about engaging older generations, like Gen Xers, on TikTok, Lauren suggested that by being on TikTok and understanding what people like, one can adapt their content accordingly. She also emphasized the importance of analyzing trends and incorporating them into ad formats to make them look more like TikTok content and less like traditional ads.

Getting Discovered on TikTok

Lauren explained that while going viral is challenging, using trending hashtags and creating engaging content can help in getting discovered on TikTok.

Advice for E-commerce Merchants

Lauren’s advice to e-commerce merchants, especially leading up to Black Friday, is to focus on content creation and organic user-generated content (UGC). She emphasized that working with creators can be highly effective across all platforms and recommended investing time in content creation because it consistently yields positive results.

The Power of Testing and Trying New Things

I agreed with Lauren’s point and added that testing different approaches is crucial to determine what works best. Creators bring a fresh perspective and encourage trying new things. The cost of creating content has significantly decreased with the availability of tools and the ability to reach multiple platforms.

A Final Word

As our conversation came to a close, Lauren announced that she will be launching a designer course for aspiring creatives looking to enter the field of paid social advertising.In conclusion, our conversation with Lauren Schwartz highlighted the potential of TikTok as a powerful tool for e-commerce brands. By understanding the platform’s unique dynamics and leveraging its creative potential, brands can engage with their audience in a fresh and entertaining way.

Notable moments:

The importance of creativity on TikTok [00:02:25] TikTok allows brands to step away from branded content and be more creative and entertaining in how they talk about their products.

The role of content creators in brand marketing [00:04:58] Working with content creators provides new perspectives and fresh ideas for brands, helping them showcase their products in a unique way.

Testing TikTok for B2B brands [00:06:04] While there may be skepticism, it is recommended to at least test TikTok by allocating budget for creative and ad spend to see if it brings value to the brand.

The importance of grabbing attention quickly [00:09:24] The speaker discusses the need to capture viewers’ attention within a second on TikTok due to the fast-scrolling nature of the platform.

Analyzing trends on TikTok for ad creatives [00:10:55] The speaker talks about the importance of understanding and incorporating trending content into ad creatives on TikTok.

Organic growth versus paid growth on TikTok [00:13:35] The speaker discusses the benefits of both organic and paid growth on TikTok and emphasizes the importance of having an organic presence on the platform.

Content creation and working with creators [00:19:43] The importance of investing in content creation and collaborating with creators for e-commerce businesses.

Testing and the cost of creative [00:20:18] The significance of testing different strategies and the lower cost of creating content across multiple platforms.

Shameless plug for designer course [00:21:01] Lauren’s upcoming designer course for new creatives in the paid social advertising field.

Mentions:

The Loft 325: 00:00:11
TikTok: 00:01:35
Instagram: 00:01:35
Reels: 00:01:35
YouTube: 00:01:35
TikTok: 00:09:24, 00:10:21, 00:10:55, 00:11:13, 00:11:45, 00:12:18, 00:13:03, 00:13:35, 00:14:39, 00:15:11, 00:15:43, 00:16:21, 00:17:33, 00:17:58, 00:18:08, 00:18:43, 00:19:05
Facebook: 00:16:50, 00:17:21
Content creation and organic UGC: 00:19:43
Working with creators: 00:19:43
Testing different strategies: 00:20:18
Tools for creating content across multiple platforms: 00:20:18
Designer course for brand new creatives in paid social advertising: 00:21:01

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