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Honest Ecommerce

Bonus Episode: Marketing Efficiency Ratio is a Better Metric than ROAS with Nigel Thomas

On this bonus episode, we talk with Nigel Thomas from Alpha Inbound. We talked about the 2 things you need before setting expectations for growth, the importance of volume and how to produce it, what marketing isn’t and so much more!
Broadcast on:
24 Nov 2022

Having previously built a 7-figure agency and consulted many 7 and 8-figure DTC brands on their marketing strategy, Nigel knows what it takes to implement complex paid social campaigns at scale.

He is the CEO of Alpha Inbound, a growth marketing agency that helps Shopify brands find higher quality traffic on Meta & TikTok for less by creating, testing and scaling highly engaging UGC content.

In This Conversation We Discuss: 

  • [00:00] Intro
  • [01:20] How Nigel started with Alpha Inbound
  • [02:38] What makes Alpha Inbound different
  • [04:00] The partners that Alpha Inbound works with
  • [05:40] Alpha Inbound’s “secret sauce”
  • [08:06] MER gives a wider perspective
  • [09:25] MER makes the attribution problem simpler
  • [10:40] Marketing isn’t just direct response advertising
  • [11:08] Branding vs direct response advertising
  • [12:08] SMBs want to be brands but they don’t know how
  • [12:33] Questions to ask before investing into paid ads
  • [14:39] An agency that is great asks more questions
  • [15:15] Are the “agency horror stories” their own fault?
  • [16:40] VC-backed companies are pressured
  • [17:02] Why Chase doesn’t to work with funded brands
  • [17:29] Brands, trust the agencies’ processes
  • [17:54] Economics, resources, expectations
  • [19:08] How to grow from a million
  • [19:52] What should your LTV and margins be
  • [20:22] How Alpha Inbound puts together content
  • [21:22] Volume to test, systems to make volume
  • [21:59] Looking at ROAS and day 1 attribution
  • [23:22] Budgets doesn’t instantly mean success
  • [24:48] The platform always wins
  • [25:02] Percentage of gross revenue to invest in growth
  • [26:14] You really have to pay to play
  • [26:37] What if you can’t spend $10k on ads?
  • [27:40] Where to find Nigel

Resources:

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On this bonus episode, we talk with Nigel Thomas from Alpha Inbound. We talked about the 2 things you need before setting expectations for growth, the importance of volume and how to produce it, what marketing isn’t and so much more!