E012: How to Win BFCM/Q4 in eCommerce | Paid Ads, Creative, Offer Structuring, Email Marketing, Collaborative Commerce & More | Nick Shackleford, Chase Dimond, Dara Denney, Daniel Okon
Collaborative commerce can increase average order value, acquire new customers, and create recurring revenue.
During Q4, focus on educational and authentic content to engage and retain customers.
Simplify paid media strategies and leverage evergreen content to optimize results during the Q4 season.
Deep dives
Collaborative Commerce: Enhancing Revenue Without Inventory Constraints
Collaborative commerce, or cross-store selling, is a strategy that allows brands to partner with other brands and create a marketplace of products. This approach offers several benefits, including the opportunity to increase average order value (AOV), acquire new customers, and create recurring revenue. An example of collaborative commerce is the BlendJet marketplace, where BlendJet has partnered with brands like Tenzo, Oatly, and Soylent to sell their products together. Both the supplier and the retailer benefit from increased brand awareness, customer acquisition, and higher AOV. Collaborative commerce can be a valuable strategy for brands to consider in Q4 and beyond to maximize revenue without the constraints of inventory limitations.
Education and Entertainment as Key Content Strategies
During the Q4 season, brands should focus on creating educational and entertaining content to engage and retain customers. This can include sharing authentic reviews, offering comparison articles, and providing behind-the-scenes stories from the founders. Plain text founder emails have proven to be highly effective in engaging customers. This period is not ideal for creative testing, but it's crucial to leverage evergreen content and ensure that the offer is clear and prominent in ads. Brands can also explore whitelisting approaches, partnering with reputable publications, and leveraging influencer collaborations to reach target audiences. However, it's important to prioritize educational content and authenticity to stand out during this competitive period.
Paid Media Strategies: Keeping It Simple and Leveraging Evergreen Content
In terms of paid media strategies, brands should focus on keeping it simple and leveraging evergreen content. Simplification of ad accounts and keeping evergreen campaigns running can yield positive results during the Q4 season. An emphasis should be placed on not turning off conversion-focused ads, as conversion rates tend to increase during this period. The use of static images with clear offer highlights and user-generated content can be effective in capturing audience attention. Whitelisting approaches with established publications can also be fruitful. Moreover, focusing on building anticipation and value through educational content that highlights the upcoming offer can help drive engagement and customer interest.
Don't turn off evergreen creative
One key takeaway from the podcast episode is to not turn off evergreen creative during the Black Friday and Cyber Monday period. Instead, focus on the creative that is already performing well and make small variations or improvements. For example, you can add a sticker or a headline bar with the offer front and center. By not wasting money on creating new assets specific to the holiday season, you can optimize your spending and maximize impact.
Focus on inventory and tailor offers accordingly
Another important point discussed in the podcast is to prioritize inventory management and tailor your offers based on the availability of stock. If you have ample inventory, you can focus on driving volume and participating more aggressively in the holiday season. However, if you have limited inventory, it is crucial to optimize for profit and ensure that you are not overselling. By aligning your offers with inventory levels, you can make the most of the holiday season and achieve success.
This is the Q4 and BFCM conversation we SHOULD be having to ensure you win big. I'm joined by industry experts Daniel Okon, Dara Denney, Chase Dimond, and Nick Shackelford to give you some important things to think about as we approach peak sales season.
Originally hosted as a LinkedIn dynamic live event, this discussion delves into the heart of Q4. We uncover empowering strategies
Dive deep with this episode as we unpack:
💰Paid Media: Why you should never turn evergreen off, what you should be testing, and more. 👩💻 Content & Creative: Dara, Nick and Daniel go deep on what's working + what you should be running 💰Offer Structuring: The whole group discusses ways to optimize for profitability and inventory + discuss what works 📲📧 Email and SMS Marketing: Chase offers tons of gold on list growth and creative stratgeies 🤝 Collaborative Commerce: Why it might just the strategy you to improve AOV and acquire customers more profitably + real world examples from Nick, Daniel, and Chase.
Tune in for a blend of actionable tips and seasoned advice. Whether you're an eCommerce rookie or a seasoned entrepreneur, this episode is your playbook to conquer Q4 and make a ton of money.
This episode is brought to you cost-free by Carro, the #1 collaborative commerce platform for DTCs best brands. Get started for free at https://www.getcarro.com/
