The Secrets Of Scaling Your eCommerce Brand From 7 to 8 Figures Using our Amplify Method

The Secrets Of Scaling Your eCommerce Brand From 7 to 8 Figures Using our Amplify Method


Blake:

So Matthew is our head of e-commerce here at Growth Marketing Systems, used to work at Facebook. That’s how we got the good talent over, managing some pretty high-profile clients at the moment, the likes of Culture Kings, Jade up Clothing, Stylehub, Tony Maine, a few other smaller Shopify and e-commerce brands across the world now.

Matthew:

Yeah.

Blake:

I want to pick your brains and-

Matthew:

Sure.

Blake:

… ask you a question. What do you think is the secret to scaling an e-commerce store from seven to eight figures, and even beyond that?

Matthew:

I guess the biggest part of it is the diversity. For us, we want to make sure that we’re not just focusing on a singular platform, but spreading our legs to more variety of platforms. So that includes Facebook and Instagram as the starting point, Snapchat, Pinterest, Google ads, YouTube and obviously the programmatic as well.

Matthew:

So a lot of the stuff that we’ve done is to not just focus on a singular platform and just kind of diversifying. So each platform has benefits that we want to try and make sure that we can get the highest return on ad spend.

Matthew:

So Pinterest, for example, is fantastic at the retargeting side. It’s very complex when it comes to manual bidding because that’s literally the only way you can do it. But if you can get it right, the ROI is incredible.

Matthew:

Snapchat has very good acquisition costs when it comes to top of the funnel. So that’s kind of where we’ve used the Snapchat platform in order to diversify our top-of-funnel strategies and make sure that we can retarget them off the back of obviously Snapchat, but then Pinterest, Facebook, Instagram, audience network and for our programmatic.

Matthew:

So I think that’s the biggest side for us that we’ve done is to focus on diversification and just make sure that we can create different elements and make sure that each of the creatives that we build is purely focused around those singular platforms.

Matthew:

We’ve got clients now that we’ve created a master document for them that has all the campaigns upcoming, sales, discounts, promotions, and they give us all the assets for every single one of those individual platforms. I think that’s a big key difference to what we’re doing at the moment.

Blake:

Yeah, streamline. Streamline is a process-

Matthew:

Correct.

Blake:

… big time for us and for the client and-

Matthew:

For sure, because it’s three times as work.

Blake:

I know that the retargeting term, it’s quite vague sometimes. A lot of people might set it up, but they might do a really poor job and I know that the biggest wins with e-commerce is driving that top-of-funnel traffic to the website and letting the pixels and the tracking, whether you’re on Facebook or Snapchat, do the heavy lifting.

Blake:

So what do you think are some of the key retargeting strategies that someone should be looking to implement to scale the business from seven to eight figures from the pixel point of view, rather than just going retarget website traffic 30 days? Is there some more granular stuff that you can share?

Matthew:

Yep, 100%. There’s generic ones for Facebook, Instagram, Snapchat and Pinterest that’ll work, so that’s your website traffic. The more traffic that you can get, the smaller you can go down in timeline. So the average of Facebook, by default, is 14 days. If you’re getting 50,000 hits a day on the website, you could literally bring that down to one. Most people on e-commerce will buy within the first 72 hours. You can look into your Google Analytics and you’ll actually notice that it’s 24. Whereas three days is kind of the comfortable spot for most businesses, but the more traffic you get, the narrow that you can go down. So that’s the basic terminology on basic website traffic that’ll work across multi-platform.

Matthew:

Facebook-specific, you can start drilling down into people that look at a product and don’t add to cart. People that look at three products and don’t don’t add to cart. People that add to cart twice in the last three days and don’t complete a purchase. Then you can get even more granular than that and use more specific targeting such as add to cart with a value over X. So that’s the stuff that you need that volume of traffic, which is perfect for businesses that are getting a huge amount of traffic into their site, either paid or organic, to really maximize that. That’s where some of those crazy ROI numbers are coming in. My record so far has over a thousand X over a consistent three-month period.

Blake:

Crazy.

Matthew:

But, yeah, you can get a lot more granular. You just need that data and you need the traffic in order for those types of ads to function.

Matthew:

But then you’ve got people that engage, people that are not just taking actions on the site, but if you’ve got a top-of-funnel video that you’re driving traffic, that’s another audience that you can target, as well as then a new lookalike that you can use for top of funnel.

Matthew:

So there’s obviously a lot of diversity with what you can do. It’s just making sure that you understand the fundamentals of it. So if someone has viewed two products and they didn’t add to cart, well, let’s make sure that we can target the ones that are likely to add to cart and optimize for that. It’s going to deliver a cheaper CPM and a lower cost per action. And in theory, if they’re viewed two, three, or even four products within an X defined value, then that gives you the opportunity to really grow your business and make sure that you’re not just targeting people that come to the site. If they visit for 10 seconds, it’s not really worth our time to target them.

Blake:

So in a nutshell, diversification, quality content and driving more top-of-funnel traffic to the website to allow for more granular for your target.

Matthew:

Correct.

Blake:

Awesome. Thank you, Matt.