Marketing Happy Hour Performance Marketing 101 | Alex Lewis of Later
This week, Erica has the privilege of chatting with Alex Lewis, Performance Marketing Specialist at Later - a social media management platform and link in bio tool that our co-hosts LOVE! (Scroll down for a code that will unlock 2 months FREE!) Alex drops all of the knowledge she's gained during her time working in performance marketing, reveals how Later utilizes ads to round out their full funnel marketing strategy designed to drive user acquisition and growth, and shares some absolutely mic-drop-worthy career advice.
Here's a peek at what we cover in this episode:
[00:04:04] - How Alex's agency experience set a solid foundation for understanding the customer journey and where a brand enters it.
[00:09:44] - The key skillsets needed in performance marketing, including the understanding that past performance does not indicate current performance, the flexibility to endure constant changes, and the ability to remain "scrappy" in testing strategy.
[00:16:18] - The benefits of starting with just one ad channel and getting a solid foundation on it first, then building one by one to reach "well-oiled-machine" status, and the importance of knowing where ad spend is going when communicating with your team.
[00:20:34] - How Later activates their full funnel marketing strategy, and the thoughts behind their recent launch of Reels and TikTok scheduling.
[00:22:48] - The conversion metrics that Later uses to determine success and their LTV (Lifetime Value) to CAC (Customer Acquisition Cost) ratio. Alex also reveals her predictions for performance marketing moving into a "cookieless" future.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Alex's episode:
Yes, you CAN work full time and get an MBA. Here's How. | Emma Wolgast of Red Ventures
Your Guide to Social Media, Paid Media + Influencer Marketing | Halie Soprano of Traackr
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