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Monday, October 3, 2022
Did we just become best friends?!
In this newsletter, youāll find: š
š¦ A dark posting hack for TikTok
š¦ Learn exactly which campaigns and platforms drive your DTC brand the most revenue with Northbeam
š¦ The inspiration you need for uber-clickable CTAs
š¦ Use one-click AI with Black Crow AI to group your site visitors into profiles based on their likelihood to buy
š¦ The 7 deadly sins of cashflow management
Read till the end to access exclusive DTC swag. š
š If a pal forwarded this to you, subscribe, so you never miss out.
Donāt Know How to Darkpost on TikTok? You Do Now
We bet you didnāt even know you could dark post on TikTok. However, TikTok has made dark posting content available without making a big fuss about it to advertisers.
Hereās what the Pilothouse TikTok team has discovered: š
Voila! Easy as that. Now your brand or a creator can share a spark ad code with you and youāll be dark posting in no time! š”
This feature (or hack) bridges the gap between improved performance on spark ads and allowing a major variety of testing within standard ad placements.
This is your chance for testing galore! š
Note: spark ads do re-direct to your organic page if users click your username. Make sure you have a solid organic presence on the platform!
Meet the new gold standard of ad attributionāNorthbeam!
Youāve spread your ad budget across several platforms and ad campaigns.
The next move is to learn exactly which campaigns and platforms drive your DTC brand the most revenue. šø
But, how do you see which ads are working and which you should abandon? Northbeam.
Northbeam uses the worldās best first-party to show you the true impact of your ad spend and tells you what channels, campaigns, and creatives are making you money!
Developed by data scientists, media buyers, and marketers with decades of experience scaling brands, Northbeam is more than an e-commerce analytics platform ā itās your guide to profitable growth.
š Start your journey with Northbeam today and have your best Q4 ever!
Inspo for Creative and Uber-Clickable CTAs
āShop Now.ā āLearn More.ā āSign Up.ā
Good olā classic CTAs.
But donāt they just get a little⦠boring? š„±
Yeah, we think so too. After all, the text you use on your CTA buttons is not just a conversion tactic. Itās an opportunity to let your brand voice shine and bring a smile to your customerās faces.
Now, weāre not suggesting swearing off the almighty āShop Nowā for good, but it might not hurt to test some variations on your CTAs. You might be surprised how they perform!
To get your creative juices flowing, here are some of the most unique (and utterly clickable) CTAs weāve seen lately. š
šāāļø Huckberry: āJACKNIFE!ā
This CTA from a Huckberry sales email has us stoked for summer (and these groovy swim trunks!) Fun and relevant catchphrases can be a simple swap for the usual āShopā button.
š Tushy: āSIGN MY A** UPā
Instead of the same old āSubscribeā or āSign Upā which a savvy shopper is likely to ignore⦠Tushyās pop-up catches your attention with a well-placed potty pun.
š½ Tushy: āCLAIM YOUR THRONEā
Hereās another fun one from Tushy for good measure (their website is full of creative CTAs if you need inspoā). Who doesnāt want to feel like a king or queen on their porcelain throne?
š Liquid Death: āKILL PLASTICā
This CTA is spot-on for Liquid Deathās branding and a refreshing alternative to the typical āLearn Moreā button. (This link takes you to a page about why aluminum is environmentally superior to plastic.)
ā Super Coffee: āSEND POSITIVE ENERGYā
We dig this double-meaning CTA text by Super Coffee. Positive energy ⨠and positive energy ā. Clever.
Keep scrollinā for more creative CTA inspoā. š
How this beauty brand added a bit of holiday magic to their marketing
iOS 14.5 may be the Scrooge of holiday ad performance, but thereās good news. š
With a pivot in strategy and the right tools, you can put those ad dollars right where it countsātoward your most-likely buying customers.
With Black Crow AI, you no longer have to worry about iOS updates. Instead of tracking third party cookies, their platform uses one-click AI to group your site visitors into profiles based on their likelihood to buy (low, medium, and high).
Then, you can turn those profiles of likely purchasers into tangible lists for your marketing campaigns.
Alleyoop is one brand that adopted BlackCrow AIās tech and saw stunning results during their 2021 holiday push, including:
š¦ MeUndies: āENTER THE PARKā
The perfect CTA for a limited-edition Jurassic Park collection. (Letās face it, ALL the copy here by MeUndies is killer. š)
šø Seedlip: āHAPPY SIPPINGā
This CTA by Seedlip is the definition of uber-clickable. Instead of inviting customers to āShopā or āBuy,ā theyāre proposing a Garden Party with delicious mocktails. Yes, please!
Eddie at VeryGoodCopy: āš š šā
Who says you have to stick to text in your CTAs? Using emojis is another effective way to portray emotion, show personality, and stimulate curiosity (which ultimately leads to clicks). Plus, you can get super creative with them!
šŗ Four Sigmatic: āDECLINE WITH REGRET.ā
Sometimes itās less about the text on the CTA and more about the experience after you click.
In this email (a webinar invite) from Four Sigmatic, we found ourselves thinking āhmmm⦠wonder what happens if you decline?ā
To our delight, the link led to a Finnish Disco Lesson video on YouTube (which, in our humble opinion, is 5000% a must-watch). Props to Four Sigmatic for taking advantage of this small opportunity to make their customerās day. š
š„£ Off Limits Cereal: āCEREAL SUCKS :(ā
This pop-up from Off Limits Cereal uses a similar tactic. What could possibly happen if (in the unlikely case youāre a psychopath, of course) you clicked ācereal sucks :(ā?
We put on our detective hats to find out⦠and got taken to this TikTok video about why, in fact, cereal does NOT suck. Genius.
š We hope youāre officially inspired to step outside that CTA box, surprise and delight your customers, let that brand personality shine and who knows, maybe even see your click-through rates soar!
Show Me The Money
Youāve got the product, sorted the distribution, and even got a sweet deal on your packaging. Awesome! But⦠Ron Shah, CEO of Obvi wants to know if you have your cashflow management skills locked down? š
Ronās Twitter thread outlined what he calls āthe 7 Deadly Sins of Cash Flow Management.ā Keep reading to see if your finances are in order.
š° Focusing too much on interest rate
When looking into business loans for your brand, interest isnāt the only important factor.
Yes, a lower interest rate is nice, but hereās three other factors to consider:
š Keep your financial house in order
If record-keeping and other finance-based tasks are on the bottom of your to-do list, itās time to prioritize them.
Ron suggests being diligent about keeping your financial records in order and shell out for a great accountant.
āļø No rainy day reserves
Donāt pocket every nickel and dime you make, and donāt put 100% of it back into the business either!
Take some of your hard-earned operating cash and toss it into a savings fund. You never know when you might need it.
The Obvi team puts $5K per month away just in case.
š Invoices =/= chill
How big is your accounts receivable number right now? Itās exciting to see it grow, but the money isn't actually yours until it hits your account and your AR sheet is $0.
Ron suggests following up, putting pressure, and being desperate when collecting the money youāre owed.
š Unrealistic sales projections
Your sales goals can be big, but make sure that number is actually achievable! If you have it, use historical evidence to make objective and realistic sales projections.
At Obvi, they create best case, worst case, and most probable scenarios in their modeling.
šø Overspending on sales and general expenses
When starting out, brands need to spend more to get the resources they need for product creation, marketing, selling, and delivering. No surprise here!
However, once your business is past the start-up stage, you should be looking to lower that number. Obviās SG&A expenses are now less than 10% of their profit and loss sheet.
š„ø Not knowing your numbers
As a founder, itās mission critical to know your numbers! When someone asks what your:
You should know! Youāve gotta know your numbers to have a handle on your cash flow.
Any tips youād add to managing your cashflow? Reply to this email and let us know!
ā
š¦ Twitter leans into emerging video trends with new video showcase elements.
š 9 new features and tools for easier shopping on Google.
š„· Microsoft says two new Exchange zero-day bugs under active attack, but no immediate fix.
āļø Facebook: Using call ads to grow your business.
š„ø TikTok says fake account removal increased 61% to 33.6M in Q2 2022.
ā
š Two Hacks to Increase Subscriber Conversion by 50% with Tea Drops and Recharge.
𦷠Thinking in Billions with Josh Elizetxe Founder of Snow Oral Care.
š Retail Giant Steve Madden on Retention at Scale with Hannah Sinclair and Bluecore's Sarah Cascone.
š Growth vs. Customer Experience: Cody Plofker and Eli Weiss from Jones Road Beauty Weigh In.
šŗ Disco's Benjamin Smith on Nailing Your Product Market Fit With Creative, Offer, and Landing Page.
š Overcoming the New Normal With a Content Creator Network, Crossrope's Srjdan Popovic Returns!
Donāt forget to rate the DTC Podcast on Apple (āļøāļøāļøāļøāļø)
DTC Newsletter is written by Rebecca Knight, Kelsey Hess, and Jordan Gillis. Edited by Claire Beveridge and Eric Dyck.
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