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Ep 202: 5x your revenue with Facebook, new creatives, and an app with Ash Melwani from Obvi Collagen
12 ideas de marketing sacadas de «Ep 202: 5x your revenue with Facebook, new creatives, and an app with Ash Melwani from Obvi Collagen», de DTC Podcast…
- 12 ideas despiezadas
- Fuente DTC Podcast
- Dura 48 min
- Publicada en 2022
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Testear 40 creatividades semanales en Facebook y usar TikTok UGC como static en Facebook
Canales de adquisiciónPost-iOS 14.5, la clave es probar constantemente: pasar de 5 creatividades cada pocos meses a 40 por semana con un proceso semanal (diseño, test, revisión semanal en equipo). Paralelamente, reutilizar contenido UGC nativo de TikTok como static images y reels en Facebook — el contenido que funciona en TikTok no funciona移植 a Facebook, pero al revés sí. El modelo de cuenta: una campaign de testing, una de scaling, y…
to never stop testing and as cliche as that sounds um it's so true because what we were doing prior to kind of the updates where we were using a lot of influencers right um just the fact that somebody that somebody follows is pitching you a product um you know kind of drives the conversion more so than the actual landing page that they land on if that makes sense right so post ios we thought what was a converting landing page actually was not as good as we thought it was right um and we were trying to figure it out we were using ads like that we were we were spending on ads that we were…
Escúchalo en el minuto 30:25
Construir una comunidad (Facebook group, Discord) como núcleo y centro neurálgico de la marca
Retención y relación con el clienteUna comunidad de clientes (Facebook group, Discord) funciona como el núcleo de la marca: genera feedback de producto en tiempo real, define el roadmap de nuevos productos, mejora el LTV de los miembros, produce ángulos de anuncio直接从 clientes reales, y se convierte en un espacio seguro donde la gente se auto-responde. Se lanza con 1.000-2.000 clientes, se hace crecer con giveaways y contenido listo, y se protege de…
a community which not a lot of brands are taking seriously and i really do think they need to but we created um a facebook group which now has 50 000 members um but this has been the core the nucleus of the brand and the direction that the brand is going in um you know it's it it's just a a hub for not only for our customers to kind of hang out enjoy get support motivation for any of their life goals right whether they're looking to lose weight or kind of you know improve their overall health um you know it's a great place to kind of share recipes talk about their experience etc etc but it's…
Escúchalo en el minuto 13:18
Gamificar el carrito con productos low-cost y merch exclusiva en vez de descuentos
ConversiónPara subir el AOV sin rebajar precios, se gamifica la experiencia del carrito: se ofrecen productos complementarios de bajo precio ($15-$20: gummies, multivitaminas) y merch (shaker cups, drawstring bags) como recompensas por umbrales de gasto. El shaker cup se muestra en los anuncios y TikToks para generar deseo. Se rotan los colores del merch para crear mentalidad coleccionable: quien se pierde una edición ya no…
to do is kind of gamify the buying experience right um we've invested a lot into swag um you know shaker cups funnels drawstring bags um you know supplementary products like multivitamins um [Music] uh we just had a line of gummies come out right so those may not be our flagship products but they do supplement all the other products right so when you add something in the car it's like hey you just unlock free shipping right great i have free shipping um i'm not i don't expect another expense down in checkout no issues there but now i'm like oh i gotta you know spend ten dollars more and i'll…
Escúchalo en el minuto 25:46
Usar brackets tipo March Madness para dejar que la comunidad nome un nuevo sabor o producto
Oferta y precioPara desarrollar nuevos sabores o productos, se pone a votación un bracket estilo March Madness entre la comunidad: se piden sugerencias, se eligen las 12 más votadas, y se enfrentan en votaciones semanales hasta un ganador. El producto resultante se convierte en un éxito asegurada porque ya tiene fans comprometidos. El caramel macchiato de Obvi, Nominado por la comunidad, fue su sabor #1 y se vendió 6 veces en un…
coffee wars where we said here's a survey put as many flavors as you want to see in this form and what we did was we picked you know the top 12 that we saw had a lot of votes for and then we have this march madness type of bracket all right this flavor versus this flavor vote and it ended up being a caramel macchiato that won the whole thing and that was a community nominated flavor that we put out and it to this day has been our number one selling flavor it sold out six times last year hello and welcome to the d2c podcast i'm all right as a community this is what you want now you have to…
Escúchalo en el minuto 0:15
Canales de adquisiciónPost-iOS 14.5, los hacks de compra de medios dejaron de funcionar. Lo que funciona es la calidad del creativo y la habilidad del marketer. Hay que dejar de buscar shortcuts y enfocarse en probar ángulos constantemente, crear contenido nativo para cada plataforma, y seguir iterando sin miedo a los errores.
stop worrying about what hacks you can do on media buying there are none anymore it really comes down to how good of a marketer you are and how good your creative is so focus on that there's so much content on twitter youtube follow it um you know try different angles don't be scared to try different things see what works and just continue to iterate but also keep testing so don't be afraid of typos and don't be afraid of typos because if a typo gets through it might just be your best attitude i was talking with uh the marshmallow.co the other day joel twyman and he was just talking about how…
Escúchalo en el minuto 47:11
Canales de adquisiciónTikTok todavía está subestimado: solo con ads pagados genera ~200 seguidores orgánicos al día, lo que mejora el alcance del contenido orgánico. A su vez, el orgánico mejorado sube el page rank de la cuenta. Además, mostrar en TikTok que la marca está en Vitamin Shop y GNC valida la marca y atrae a compradores retail. El funnel orgánico de TikTok es el mejor que existe ahora mismo.
yeah um i mean i really think tick tock is like hugely still underrated um you know the the way that people are consuming content and the amount the sheer amount of videos people are watching it's like it is the new platform to you can't ignore it right so when you kind of go into it thinking all right how do i create a tick tock right and then it you have to look at it from what's trending how do you make it native to the platform i mean we made the mistake of running our facebook ads on tick tock and it was a complete disaster um you know then we started you know recording videos directly…
Escúchalo en el minuto 35:29
Construir una app con TapCart para crear un canal de distribución propio
Retención y relación con el clienteUna app DTC (con TapCart) genera 8-10% del revenue total con mejor conversión que la web (más limpia, usuario ya logueado). Las push notifications son gratuitas y permiten enviar recordatorios, recetas y ofertas exclusivas. La app también funciona como canal de early access para lanzamientos: se anuncia en la app 3 horas antes que al público. Hay que dar razones para que la gente quiera tener la app (recetas…
yeah so you know we use tap cart um the biggest thing that i wanted to do was have we already had a community right and i wanted to kind of have more places where our customers could experience obvi or just spend most of their time on right so using tap car it was super simple it kind of just works together all your products are synced over and it's just this drag and drop build you know have your main banner here's your products this and that we made it very similar to the website so any banner that's on the website is on the app um and then the biggest thing outside of just shopping right…
Escúchalo en el minuto 39:55
AOV de $70 con producto principal de $40 (multipacks)
ConversiónEl producto principal de Obvi (collagen protein) cuesta $40 pero el AOV es ~$70 porque la gente compra multipacks y productos complementarios. Esto significa que el modelo de gamificar el carrito y ofrecer bundles funciona para casi duplicar el ticket promedio sobre el producto flaghship.
like our our flagship product is the collagen protein right forty dollars our aov is like seventy dollars so people are buying multiple things yeah it's definitely worth it and it's additive versus you know you're not slashing the price and and you know maybe average price is 40 your average sale is 70. so bundling must must work for you
Escúchalo en el minuto 27:20
Budget mix: $18k/día Facebook, $2k/día TikTok (en transición a 50/50)
Canales de adquisiciónEl budget de ads estaba en $18k/día en Facebook y $2k/día en TikTok, con meta de llevar TikTok al 50/50. Es decir, TikTok todavía estaba muy subinvertido respecto a Facebook.
last month i believe we were spending 18 000 a day on facebook and like 2k on tick tock um the beginning of this month i s i did i'm at 15k on facebook and 5k on tick tock so for that 25 tick tock i'm hoping i can get it to 50 50 by at least the end of the month probably by next month super exciting that's uh interesting to see that happening in real time and with
Escúchalo en el minuto 37:36
La app generó el 8-10% del revenue total en 2021
Retención y relación con el clienteLa app de Obvi (construida con TapCart) produjo el 8-10% del revenue total de 2021 de forma pasiva, además de mejorar el AOV y el LTV. La conversión en app es más alta que en la web porque el usuario ya está logged in.
and you'll hear how a set it and forget it app built with tap cart in a very short period of time produced a full 10 percent of their 2021 revenue passively and how they're expecting a lot more from it in 2022 you know last year i believe it it was at least like eight to ten percent of our total revenue and it helps improve aov it helps improve ltv the conversion rate on the app is so much higher than on the website um and
Escúchalo en el minuto 1:47
Revenue trajectory bootstrapped: $250k (2019) → $6M (2020) → $18M (2021)
Oferta y precioObvi Collagen, bootstrapped, creció de $250k en revenue en 2019 a $6M en 2020 (año del boom de ecommerce por COVID) y $18M en 2021,montando en ola. La compañía fue rentable desde 2020. Se agotó su primera orden de compra en 14 días en 2019.
that year we probably sold out of our initial purchase order in like 14 days um and we were like oh okay we might have something here right um so fast forward to the end of 2019 we ended up doing around 250 000 in revenue um which was you know great for us because we were fully bootstrapped right so we were just kind of continuously you know selling through buying more inventory selling through um 2020 is kind of our breakout year we ended up doing six million in uh revenue uh first full year and i think uh what kind of impacted our growth was kind of covet right everyone's at home you know…
Escúchalo en el minuto 6:36
Retención y relación con el clienteEl Facebook group de Obvi tiene 50.000 miembros, lo que representa un porcentaje significativo de su base de clientes. Es descrito como el núcleo de la marca y fuente de feedback, roadmap de producto y ángulos de ads.
group which now has 50 000 members um but this has been the core the nucleus of the brand and the make a purchase hey join the avi community 50 000 people there's recipes how to's this and that join there then
Escúchalo en el minuto 13:26
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