The Founders Forum

Kanika Misra, owner of bedabedagrowth.com joins the podcast to discuss and debunk some common misconceptions regarding conversion rate optimization (CRO) Kanika emphasizes that there is no universal target conversion rate stresses the importance of focusing on the post-click experience and ensuring that the website is functioning properly. The conversation shifts to what to look out for and what to avoid when looking for a CRO specialist along with actionable advice for fashion and apparel brands to improve their CRO.  Key Takeaways: Why a universal target conversion rate does not exist How focusing on the post-click experience is one of the most important things for CRO. How Analyzing user behavior can help identify areas for improvement. How using different-sized models can help customers feel more confident in their purchasing decisions. Why copywriting plays a significant role in CRO. The value setting up quality tests over a quantity of tests Why it is so important to use caution before venturing on a site redesign If you'd like to connect with Kanika and the Beda Beda Growth team, you can find them here: https://bedabedagrowth.com/ To learn more about the Foxwell Founders Membership, head here: www.foxwelldigital.com/membership

Josh Durham, owner of Aligned Growth Management, shares insights into leveraging micro-influencers for brand growth. He discusses how to find and vet these influencers, emphasizing the importance of personalized approaches. The conversation also highlights successful negotiation strategies and how to set clear KPIs for campaigns. Josh elaborates on effective tools like Aspire for managing influencer partnerships, and he shares eye-opening case studies on the significant impact of influencer marketing on sales.

In this conversation, Will Sartorius, CEO of Selfmade, discusses the recent AI update by Meta along with how AI personas are generated and used for performance creatives on Meta and TikTok. Will shares on how AI personas have improved their hit rate and provided guidance for their strategists. He also goes in on the prompts used to generate AI personas and how it's still very important to have a human strategists in the AI process. Key Takeaways: - How Meta's AI update allows users to optimize images and test different headlines and descriptions. Why AI personas have improved SelfMade's hit rate for generating effective creatives. The specific prompts Will and his team use to generate AI personas without any outside data Why AI personas can be so valuable in guiding the ad creation process Why testing new personas is important, even if clients may be resistant to trying something new. Will's top five AI tools for ad creation and content optimization How AI can streamline the production process and empower offshore teams to become effective strategists. To learn more about Will and the team at SelfMade head here: Want to learn more about the Foxwell Founders Membership? Head here.

In this conversation, Brad Ploch, Owner WRK Marketing discusses the importance of contribution margin and other key metrics in direct-to-consumer (DTC) marketing. Brad emphasizes the need to focus on new customer acquisition and repeat customers, as well as setting realistic goals for contribution margin. He also cautions against relying solely on metrics like ROAS and click-through rates, as they can be misleading. Key Takeaways:   Why contribution margin is a paramount for measuring profitability in DTC marketing. How new customer acquisition and repeat customers are crucial for maintaining a positive contribution margin. How metrics like ROAS and click-through rates can be misleading when trying to scale your accounts The importance of setting realistic goals for contribution margin and consistently measuring against them. If you'd like to connect with Brad and the WRK Marketing team you can find them here:  Want to learn more about the Foxwell Founders Membership? Head here: 

Phil Kiel, the managing director at Hello Earth Agency, shares his insights on troubleshooting and improving performance in digital advertising. He emphasizes the importance of understanding seasonality, analyzing key performance metrics like revenue, CPA, ROAS, and conversion rate, and making data-driven decisions. Hosts, Edwin & Tristram question Phil on the role of creative strategy in driving performance and the need for collaboration between media buyers and creatives. Phil also highlights the significance of effective communication and building trust with clients during challenging times. Takeaways: Why its so important to understand seasonality and compare current performance to previous periods to gain insights. The 4 metrics you should focus on when making account decisions. When its important to reduce the number of live campaigns, ad sets, and ads in an account Why it's so important to collaborate closely between media buyers and creatives The one thing you must do to have client support during challenging times. Two campaigns to consider running before retargeting. To learn more about Phil and The Hello Earth Agency head here:  If you'd like to learn more about the Founders Community or want to become a member you can do so here.

Jess Bachman, Creative Strategy Director at Fireteam, discusses the effectiveness of ASMR-style videos in advertising, the importance of testing and iterating on creative, benchmark metrics for ad performance, and sourcing creative with limited resources. Key takeaways include ASMR videos for new user introduction, differentiation for successful ads, and diverse creative-sourcing tactics.

Akvile DeFazio, owner of Akvertise.com discusses the role of AI in media buying and its impact on workflow. She believes that AI will enhance, rather than replace, human creativity. Akvile shares her experience with AI tools and how they have helped her team create concise summaries, import data for reporting and overall improve efficiencies in managing client accounts. She also highlights the importance of documenting processes and using AI to refine them. Key Takeaways How AI is allowing for more efficient account management Why AI is helping to improve communication skills How handing over tasks to AI can allow more time for more strategic work Why documenting processes and using AI to refine them is a most for any agency To learn more about Akvile DeFazio and her team you can and head to: https://www.akvertise.com/ If you'd like to learn more about the Founders Community or want to become a member you can do so here: www.foxwelldigital.com/membership

In this episode of the Foxwell Founders podcast, Brett Fish, founder of Tag Hero, discusses the importance of tracking and technology in e-commerce. He addresses the question of whether third-party tracking services provide an edge over Shopify's built-in server-side pixel implementation and provides insights into the perfect tracking setup.   Key Takeaways: Who third-party tracking services are most beneficial for. Why Shopify's pixel implementation may be just right for you When its best suited to move to a third-party tracking service The 3 things the best tracking set-ups all have The importance of regular testing pixel events Why Brett believes the founders membership is so valuable To learn more about Brett Fish and TagHero you can head to: www.taghero.io If you'd like to learn more about the Founders Community or want to become a member you can do so here: www.foxwelldigital.com/membership  

Jenni-Lyn, the owner of a Snarky Tea, joins Edwin and Tristram to discuss her experience managing the supply chain and inventory for her business. She shares insights on sourcing suppliers, building relationships, and dealing with difficult partners(she landed a deal on Shark Tank). She emphasizes the importance of inventory management as a strategic differentiator and explains how her company creates excitement by offering limited edition products. She even walks through her strategy for these new product drops. She also shares the value of building a community of superfans and creating a safe space for customers. Key Takeaways: How building strong relationships with suppliers is crucial for a successful supply chain. How her willingness to take on different roles helped her overcome challenges in the business and improved efficiency. Why inventory management can be a strategic differentiator, allowing businesses to create excitement and cater to specific customer preferences. How limited edition products can generate excitement and loyalty among customers. The importance of balancing new customer acquisition with serving existing customers for long-term success. When to accurately use product drops and revenue generation events to maintain cash flow and drive sales. Why AI can be a useful tool in certain areas, but can lack the human experience that is essential for branding. The one thing Jenni-lyn leaned into to create simplicity with her inventory management. To learn more about Jenni-lyn and Snarky Tea you can follow her here  If you'd like to learn more about the Founders Community or want to become a member you can do so here.

In this conversation, Jeff Bekavac, CRO of Swiftstart, shares his expertise on selling on Amazon. He discusses the challenges of dealing with Amazon, the benefits of selling on the platform, and the importance of Fulfilled by Amazon (FBA). Jeff also provides insights on inventory management, standing out in a crowded marketplace, and optimizing product images and titles. Key Takeaways: How selling on Amazon can provide additional revenue and brand awareness. Why he recommends Fulfilled by Amazon (FBA). The amount of inventory you should be sending to Amazon. The 3 things you need when dealing with Amazon's challenges. How you should be utilizing Amazon's tools to improve your product listings. Why you should never bait or encourage fake reviews on Amazon. The margins you can expect to gain selling on Amazon. Why Amazon Ads take time, especially for new listings. The best ways to differentiate your brand on Amazon vs. your website Why product discovery is so valuable on Amazon. To connect With Geoff reach out to him here: geoff@swiftstart.com If you'd like to learn more about the Founders Community or want to become a member you can do so here: www.foxwelldigital.com/membership