Finding a Winning Product, Scaling Up and Adapting to Facebook Ads Updates

All the way from Scotland is ecommerce growth hacker Fraser Brien! In just 3 years, Fraser has gone from an inexperienced marketer to one of the industry’s most knowledgeable accelerated growth marketers, specializing in Facebook Ad buying and horizontal scaling to other countries throughout Europe.

It doesn’t matter which country or culture he’s appealing to. Like a real marketer, Fraser can adapt and find a way to communicate with any audience.

On this episode of The Ecom Show, Daniel Budai, our multitalented CEO and podcast host, talks shop with Fraser Brien about:

✔️ How to know when you have a winning product
✔️ Common problems when scaling too fast
✔️ Adapting to the Facebook Ads updates
✔️ Knowing your market
✔️ The best tips and tools for growing and scaling horizontally

Finding Your Product and Brand

Great marketing won’t save you from a bad product or brand. When choosing the item you plan on selling, you should always consider the lifetime value of each customer. If they shop with you one time and have anything less than a stellar experience, you can assume they won’t return. Having a problem that allows customers to keep buying is key.

It’s also essential to give people a powerful brand because all the marketing in the world won’t help if you don’t have a following, an audience, or a soul underneath it all. He can’t choose a product for you, but Fraser does note that if your core concept and product are solid, you’ll make it a lot easier on yourself when you market it!

Growing Pains

If you want to expand to other countries, there are plenty of things you need to consider. If you’re going to sell products in Canada, for example, you’ll need to account for the customs and taxes on an item because people won’t leave great reviews if they need to pay expensive fees on top of the money they already spent.

It also helps to know the legality of selling in other countries and do your due diligence when it comes to admin. The “under the road” infrastructure, as Fraser calls it, is the foundation for a successful move to another market!

Weighing in on the Apple vs. Facebook War

The IOS update from Apple was thought to have crippled Facebook Ads, but the marketers can adapt and overcome! Ultimately, Fraser doesn’t think the update will be a bad thing, but for now, people have to get used to finding a new way to collect data and track their spending on ads.

You also can’t expect to throw a lot of money at ad buying on Facebook and hope to see results anymore, so it pays to capture your data and know how to use it properly!

Catering to Different Cultures and Countries

Fraser noted that expanding into other countries is trickier in some than others. If you want to hit the Danish or Dutch markets, you can feel it out with English copywriting due to local language proficiency. However, French, German, and Spanish people are less likely to engage, so it helps to have a translated website and copy that isn’t just translated word for word.

It’s important to know what the local culture is like, what social media platform they like best, how they engage, what is ok or not acceptable to say, and other cultural differences that could come into play. Some cultures are more diverse so studying your market is critical.

Advice for All Marketers

With significant IOS changes, it’s more important than ever to learn how to compile data, form a hypothesis, and test it. Google Analytics is one of the best tools a marketer can know how to use, and it’s completely free! Knowing how to use this proficiently could make a whole world of difference, especially in the post-IOS update world.

There are, of course, many platforms at your disposal when it comes to marketing to your audience, but it is necessary to know what roles they can play and where your brand’s customers typically hang out. Some younger brands may resonate more with TikTok, while Pinterest takes longer to grow but pays off with much more quality leads.


Find Fraser on LinkedIn:

Fraser’s LinkedIn

You can also follow Daniel Budai here:

Daniel's LinkedIn

Daniel's Facebook
 

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