How to Scale a Brand with Low LTV

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Wednesday, April 17th
Today's top marketing tips, tactics, & tools

\Get ready to dive into the art of ad spends and creative strategies that could shake up your revenue game. We're tackling the tough questions: how to optimize without overhauling, when to nudge your AOV, and the unsung hero that just might be your operations. Buckle up - this conversation's about to turn everything you know about performance marketing on its head!
To start with, we have a amazing vid on our Disrupter School Youtube Channel Zero to a Million Dollars: the 3 Step Process, then we’re discussing the allocation and optimization of advertising budgets.

Make sure you check out the Podcast of the Week… where I share a podcast that has helped me along in my marketing journey!

🔢 Thursday Fact Of The Day 🔢

Fun Fact: In 1984, Apple launched the Macintosh with a groundbreaking TV commercial during the Super Bowl XVIII.

Directed by Ridley Scott, the ad was inspired by George Orwell's dystopian novel "1984" and depicted a heroine challenging a totalitarian regime, symbolizing Apple's challenge to IBM's dominance. The commercial only aired once during the Super Bowl but gained immense popularity and is credited with helping launch the personal computer revolution. It's widely considered one of the most effective and memorable ads in television history.

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Unlocking the Potential of Your Ad Spend: A Guide to Efficient Digital Marketing Strategies

Going Beyond the Clicks: Maximizing Your Marketing Investment in the Digital Realm

In the realm of digital marketing, the allocation and optimization of advertising budgets are as crucial as the creative elements of your campaign. Often, marketers are faced with the challenge of underperforming ads and are tempted to tweak their strategies prematurely. A nuanced understanding of spending efficiency, customer value, and business operations can lead to enhanced profitability and business growth without unnecessary interference in well-functioning marketing systems.

Here’s what we’re going to cover today:

1. Understanding Efficiency and Budget Allocation
2. Business Operations: A Conduit for Growth
3. Customer Journey and Funnel Optimization
4. Leveraging Profitable Scaling Margins
5. The Case for Price Elasticity

Understanding Efficiency and Budget Allocation

Identifying the ability to increase your budget without sacrificing returns is key to understanding spend efficiency. If your automated rules indicate that you're maintaining cost efficiency and triggering budget increases, you've addressed your immediate marketing concern, and any abrupt changes could disturb your system's equilibrium. In such instances, it's more strategic to monitor performance indicators like spend, frequency, CPAs, and CPMs, making sure you're tuned to the algorithms of your chosen platforms without intervening too hastily.

Business Operations: A Conduit for Growth

While it may be tempting to focus on tweaking ads or introducing new creatives, the remedy for stagnant ad spend often lies in refining the business model itself. Enhancements to your conversion rates, average order value (AOV), and overall customer experience can be far more impactful. By focusing on these operational aspects, you raise the threshold for what you're willing to pay to acquire a customer, thereby broadening the bandwidth of your advertising efforts.

Customer Journey and Funnel Optimization

Rather than obsessing over the initial point of contact, it's advantageous to delve into the latter stages of the customer journey. This approach not only secures more entrenched changes but also emphasizes the importance of nurturing customer relationships for future cash flow. In the process, you may discover that optimizing bottom-of-the-funnel touchpoints magnifies your capacity to expand the upper parts of your sales funnel, drawing a direct line to sustainable business growth.

Leveraging Profitable Scaling Margins

An underutilized concept in digital advertising is the profitable scaling margin (PSM), which is essentially the lifetime value (LTV) divided by the combination of cost per acquisition (CPA) and the cost of goods sold (COGS) multiplied by the frequency of purchase. Focusing on elevating LTV through superior customer experiences or product improvements can propel your business further than simply driving down CPA. In this vein, your aim should be to establish a customer journey that leads to predictable and increased profits which, in turn, fuel more effective and profitable ad spend.

The Case for Price Elasticity

The strategy of incrementally increasing the price of your offerings can lead to higher AOV with minimal to no detriment in purchase volume. Time and time again, markets have shown that consumers are often willing to pay a premium for perceived value, as evidenced by brands that have harnessed price elasticity to their advantage. By judiciously adjusting prices in alignment with customer expectations and value addition, businesses can significantly enhance their profitability.

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🎙️ Podcast of the Week!

99% Iivisible

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Until Next Time, I’ll See You On The Internet
~ Charley T, Founder of Disrupter School

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