Founders Growth Playbook: Turning Marketing Spend Into a Profit Engine

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In this conversation, Femi Olajiga discusses the critical aspects of marketing for D2C founders, emphasizing the importance of understanding marketing as a cost center, the significance of effective reporting, and strategies to prevent marketing from becoming a financial burden. He highlights the need for a well-structured marketing team that focuses on commercial metrics and customer acquisition, rather than just marketing activities. Olajiga also stresses the importance of hiring experienced marketers who can execute effectively and adapt to the evolving landscape of marketing, especially with the advent of AI.

Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting

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One of my former clients, Luke Bream, recently spoke on a podcast about the work I did for his DTC Ecommerce fragrance brand. I started by switching off poor performing paid ads campaigns that were inflating customer acquisition cost which resulted in £10,000 a week savings on Ad spend which positively impacted profit margins. I also switched off a few Bings Ads which reduced CAC by another £400 a day dues to wasted spend.

The savings added up to:

£120,000 from Google Ads

£36,800 from Microsoft Ads

£156,800 in total

Email was already one of the strongest traffic and conversion channels. I worked with the email marketing/CRM team to run three A/B test which increased conversion across high-traffic pages, then applied the winning insights across the pre-click, post-click and post-purchase customer journeys.

This happened while Luke was increasing product prices. The business subsequently achieved top sales in July, August, and September, which were far higher than during the previous year’s Black Friday and Christmas periods.

Three Lessons For DTC Ecommerce Founders

Understand what each channel contributes: A channel that captures existing demand can look impressive in a report. You still need to establish how much additional business that spend creates from a new and returning customer perspective.

Connect acquisition to the whole customer journey: Your ads, emails, landing pages, and retention activity all influence profitability: review them holistically.

Use customer understanding to guide your A/B tests: Knowing the emotions behind why people buy helps. Make sure you apply test insights across the entire website. 

If you like what you hear, I can do the same for your growth marketing strategy. 

Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting

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In this conversation, Femi Olajiga discusses the critical aspects of customer acquisition costs, emphasizing the need for founders to focus on commercial metrics rather than just marketing metrics. He outlines the importance of understanding both pre-click and post-click factors that influence customer acquisition costs and highlights strategies for improving retention and optimizing marketing efforts. Femi advocates for bringing growth marketing in-house to reduce costs and improve efficiency, while also stressing the significance of post-purchase strategies to enhance customer loyalty and lifetime value.

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This episode explores how a founder's leadership style impacts customer acquisition costs and overall business growth. Femi Olajiga shares practical insights on toxic versus non-toxic leadership and their effects on team performance and profitability.

Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting

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Summary

Femi Olajiga discusses the true cost of customer acquisition, emphasizing the importance of understanding customer movement, awareness stages, and post-click experience to optimize marketing spend and reduce costs.

Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting

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In this episode, Femi Olajiga discusses the advantages of bringing Google Ads management in-house for small businesses. He highlights the common fears associated with Google Ads, the cost implications of outsourcing, and the importance of hiring individuals with commercial experience. Femi emphasizes the need for businesses to understand their customer base and integrate Google Ads with other marketing channels to maximize efficiency and effectiveness. He also provides insights into the current trend of companies shifting towards in-house management of Google Ads and the benefits that come with it.

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In this conversation, Femi Olajiga emphasizes the critical role of website user experience (UX) in enhancing the effectiveness of Google Ads. He discusses various elements of website design, including navigation, visual identity, content quality, and mobile experience, and how optimizing these can lead to better conversion rates. Through a case study of a dermatology clinic, he illustrates the importance of aligning website elements with user expectations and the need for continuous updates to maintain engagement. Ultimately, he advocates for pausing Google Ads to focus on improving website UX and conversion rate optimization (CRO) to ensure that marketing investments yield better returns.

Book a Free 30-minutes digital marketing review call with me: https://calendly.com/femi-olajiga/new-meeting I will analyse your digital marketing, and give you a prioritised action plan.

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In this episode, Femi Olajiga discusses a case study of a small pharmaceutical organization struggling with Google Ads. Despite spending a significant budget, they were receiving clicks but no leads or bookings. Femi identifies multiple issues including campaign structure, compliance problems, keyword strategy, website UX, and conversion rate optimization. He emphasizes the importance of aligning Google Ads with SEO and improving the overall digital marketing strategy to enhance lead generation and conversion rates.

Book a Free 30-minutes digital marketing review call with me: https://calendly.com/femi-olajiga/new-meeting I will analyse your digital marketing, and give you a prioritised action plan.

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In this episode, Femi Olajiga discusses the essential SEO KPIs that small business owners should focus on to connect their SEO efforts to commercial outcomes. He emphasizes the importance of distinguishing between vanity metrics and commercial metrics, understanding customer acquisition costs, and the long-term benefits of investing in SEO. The conversation also highlights the role of AI search in SEO metrics and provides actionable questions for business owners to ask their SEO agencies to ensure they are focusing on the right metrics that drive profitability.

Book a Free 30-minutes digital marketing review call with me: https://calendly.com/femi-olajiga/new-meeting I will analyse your digital marketing, and give you a prioritised action plan.

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In this podcast episode, Femi Olajiga discusses the critical importance of Google Ads access for small business owners, emphasizing the need for visibility and control over their advertising accounts. He highlights the staggering statistic that 61% of Google Ads budgets are wasted on ineffective keywords and outlines the essential steps for setting up and managing Google Ads effectively. The conversation covers the importance of ongoing management, regular audits, and strategic keyword targeting to optimize ad performance and reduce wasted spending. Femi also offers a free Google Ads audit to help businesses improve their advertising strategies.
Book a Free 30-minutes digital marketing review call with me: https://calendly.com/femi-olajiga/new-meeting I will analyse your digital marketing, and give you a prioritised action plan.