The Founders Forum

In this conversation, Tristram and Edwin chat with, Foxwell Founders very own, Courtney Fritts, to discuss the success of TikTok Shops and how it is working for different brands. She emphasizes the importance of having the right products for TikTok Shops and the need for a content flow to support the platform. They also discuss the intricacies of advertising on TikTok, specifically focusing on TikTok Shops and they explore the importance of on-platform data in a cookieless world. Courtney also shares some of the challenges and nuances of TikTok ads, emphasizing the need to be a student of the platform and understand consumer behavior.  Key Takeaways: How TikTok Shops can be successful for brands with specific products that are well-suited for impulse buys and quick conversions. The importance of content flow and consistency in posting on TikTok before starting on TikTok Shops. Why both value and conversion-based campaigns can work on TikTok Shops. Why collecting data and having a pixel on your site is crucial for TikTok ad performance, especially as we head into a cookie-less ecosystem. Why testing different targeting strategies and content formats is crucial to finding success on TikTok. How TikTok ads can have a significant impact on Amazon sales. Why it's so important to consider branded/non-branded search as well as overall lift in sales when defining TikTok Ad success. Why being a student of the platform and understanding consumer psychology is key to creating effective TikTok ads. To Connect With Courtney follow her here: https://twitter.com/courtfritts 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 conversation, Collin Slattery, owner of Taikun Digital explains the differences between Facebook and Google and how each is king when it comes to its specific use case when it comes to customer acquisition. Collin emphasizes the importance of optimizing product feeds for Google and the potential of non-branded search ads for e-commerce. He shares insights on scaling landing pages, leveraging YouTube Shorts for advertising, and the impact of AI on Google Search. Collin wraps up the conversation discussing agency management with Tristram and Edwin and how he's achieving healthy margins in his agency. Key Takeaways: Why Facebook is great for demand generation, while Google is better for demand capture. How optimizing product feeds is crucial for success on Google. How YouTube Shorts can be a game changer for advertisers, especially when leveraging existing creative. Why AI poses an existential threat to Google's search business. How to effectively achieve healthy margins in your agency through effective management and optimization. Choosing the right billing model and why it should align with both the agency's and the client's goals. How processes and automations play a crucial role in agency management, allowing for scalability and efficiency. Why tracking time and profitability is essential for understanding the agency's financial health. To learn more about Collin Slattery check him and his team out at https://www.taikundigital.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

Edwin and Tristram get together with the host of the Unofficial Shopify Podcast, Kurt Elster, to discuss conversion rate optimization (CRO) and one of the biggest tool most Shopify agencies have been sleeping on (Shop Cash) and its potential benefits for clients. Kurt then moves into the importance of CRO and the role of landing pages in improving conversion rates. He also shares on how apparel brands can overcoming size and fit obstacles. along with highlighting the value of qualitative data in CRO and discusses the use of AI for generating product descriptions. Key Takeaways: How Shop Cash can be a valuable tool for increasing sales and customer engagement in e-commerce. Why landing pages play a crucial role in conversion rate optimization, especially for targeted advertising campaigns. How apparel and fashion brands can Overcoming size and fit obstacles to improve customer satisfaction and conversion rates. Why qualitative data is often more valuable than quantitative data in CRO How AI can be used to generate effective product descriptions along with optimizing conversion rates. Why the future of CRO may involve AI-driven ideation, automated testing, and implementation. To connect with Kurt you can head to his website here: https://ethercycle.com/ To learn more and join the Foxwell Founders Community head here: https://foxwelldigital.com/membership

In this episode Edwin Hermawan and Tristram Dyer meet with Sebastian Vogue, owner of Vogg Media a TikTok first agency, to discuss the power of TikTok for performance marketing. Sebastian shares insights on attribution models, the importance of understanding the platform's metrics along with a few strategies for scaling campaigns on TikTok. He emphasizes the significance of content creation/testing and the need for a diverse range of content and the role of in-house creators. The guys discuss the structure of campaigns for both small and large businesses and how to target specific age groups on TikTok (particularly those in the 21 to 24 age range). This also includes how you can create premium audiences through the use of custom audiences to reach you desired demographic. Sebastian follows this up with the importance of performance content and the need to avoid high-polished branding content on TikTok. He suggests using passion pages and user-generated content (UGC) to promote brands effectively. Sebastian also shares insights on managing content in-house and the benefits of the Foxwell Founders community.  Key Takeaways: How TikTok can be a powerful platform for performance marketing and how it can even outperform platforms like Facebook.  How to understand attribution models and metrics on TikTok to improve campaign optimization. Why scaling campaigns on TikTok requires a combination of manual adjustments and creative content production.  Why starting with simple setups and gradually expanding works on TikTok regardless of the size of your brand. Why performance content is crucial on TikTok, and high-polished branding may not resonate with the audience. (Authentic and relatable content tends to perform better.) How passion pages and user-generated content (UGC) can be effective ways to promote brands on TikTok without associating directly with the brand. If you'd like to learn more about Sebastian and his TikTok first agency you can learn more here: https://voggs.net/en/ If you'd like to connect with Sebastian and his team you can reach out to them here. If you'd like join or learn more about the Foxwell Founders Community you can do so here.  

Tristram Dyer and Edwin Hermawan meet with Blake Driver to discuss various topics related to creative strategies and production. They start with why it's important to be utilizing Meta's newest rollout in accounts: conversion lift studies and how they can help measure incrementality in your advertising campaigns. They explore the process of ideation and finding the biggest bang for your buck in creative along with the importance of building a creative department and the challenges and benefits of working with in-house creative teams versus agencies. The conversation then moves into the secret sauce that is scripting and storytelling. Blake Driver also discusses various aspects of ad creation and the pricing range for UGC (user-generated content) and creative packages, emphasizing the flexibility and fluctuation in pricing. Blake explains the role of AI in creative production and how it fits into the market. He emphasizes the value of higher quality produced content, which offers brand consistency and control. Key takeaways: Why comparison and iteration are essential in ad creation to improve performance. Why pricing for UGC and creative packages can vary greatly, with UGC platforms offering lower-cost options.  What the role of AI should be in creative production  How higher quality produced content offers brand consistency and control.  How combining UGC with higher production quality content can provide a balanced approach to creative strategy. Why The Foxwell Founder community provides a valuable space for media buyers to exchange knowledge and solve problems. If you'd like to connect with Blake Driver you can email him at: blake@advisory.marketing If you'd like join or learn more about the Foxwell Founders Community you can do so here.