Lessons Learnt Over The Past 6 Months in eCommerce

Blues Brothers Podcast

In this episode, Nathan shares nine lessons learned from working with brands and running a digital marketing agency. The lessons include the importance of cost of delivery, marketing, and operational efficiency, the value of omni-channel distribution for brands approaching $10 million, the ability to fix P&L exports in accounting software, the effectiveness of Meta (Facebook) as a platform compared to Google, the challenges of measuring incremental return on ad spend for small brands, the role of email and SMS as communication channels for retention, the impact of colour variants on conversions, the benefits of manufacturing revenue spikes through a marketing calendar, and the fulfilment of working with seven-figure brands.
Takeaways

• Cost of delivery, marketing efficiency, and operational efficiency are the three core levers that drive rapid growth in brands.
• Omni-channel distribution is crucial for brands approaching $10 million in revenue.
• Fixing P&L exports in accounting software can provide more actionable insights for monthly reporting.
• Meta (Facebook) is currently more effective than Google for advertising.
• Measuring incremental return on ad spend for small brands is challenging due to various variables and natural revenue variance.
• Email and SMS should be viewed as communication channels for retention rather than direct levers for impact.
• Color variants can drive lift and add diversity to a product portfolio.
• Manufacturing revenue spikes through a marketing calendar can improve efficiency and brand association.
• Working with seven-figure brands allows for more control and impact compared to larger brands.

Chapters
00:00 The Three Core Levers for Rapid Growth in Brands
05:12 The Importance of Omni-Channel Distribution for Scaling Brands
07:10 Improving Insights with Adjusted Xero Fixed P&L Exports
10:05 Challenges of Measuring Incremental Return on Ad Spend for Small Brands
12:00 Email and SMS as Communication Channels for Retention
16:49 The Impact of Colour Variants on Conversions
18:45 Manufacturing Revenue Spikes through a Marketing Calendar
21:36 The Fulfilment of Working with Seven-Figure Brands