Blues Brothers Podcast

Ep #25: Lessons Learnt Over The Past 6 Months in eCommerce Available on Youtube here: https://lnkd.in/gMXq-hQM All other streaming platforms here: https://lnkd.in/g6V5y_zh In this episode, Nathan shares nine lessons learned from working with brands and running a performance agency. The lessons include the importance of cost of delivery, marketing, and operational efficiency, the value of omni-channel distribution for brands approaching $10 million, the ability to fix P&L exports in accounting software, the effectiveness of Meta (Facebook) as a platform compared to Google, the challenges of measuring incremental return on ad spend for small brands, the role of email and SMS as communication channels for retention, the impact of colour variants on conversions, the benefits of manufacturing revenue spikes through a marketing calendar, and the fulfilment of working with seven-figure brands.

Ep #24: Live eCommerce P&L Teardown with 🦾Valentin Kuznetcov Available on Youtube here: https://lnkd.in/gYdpwQMp All other streaming platforms here: https://lnkd.in/gfBs8iHF In this episode, Nathan and Valentin dive into a real P&L and discuss the importance of understanding accounting principles and how to read a P&L. They highlight the limitations of a basic P&L structure and the need for a more comprehensive breakdown of revenue and costs. They discuss the impact of discounts and refunds on the business's profitability and the importance of optimising contribution margin. They also touch on the significance of OPEX and the potential for reducing costs to increase profitability. Overall, they emphasise the need for a proper P&L structure to facilitate better decision-making and finance management.

Ep #23: Do Email & SMS Create Incremental Profit with Josh Tay Available on Youtube here: https://lnkd.in/geb36rVk All other streaming platforms here: https://lnkd.in/gF62-eYq In this episode, Nathan and Josh discuss the incremental revenue available through email and SMS marketing. They emphasise that while email and SMS are important communication channels, the true drivers of retention and revenue are merchandising and operations. They explore the concept of purchase intent and how it affects the effectiveness of email and SMS campaigns. They also delve into the importance of understanding the customer journey, leveraging reviews mining for messaging, and creating novelty and exclusivity through merchandising. They highlight the need for a comprehensive retention strategy that goes beyond email and SMS marketing. In this conversation, Josh Tay discusses the importance of novelty and exclusivity in email marketing to drive repeat purchases. He emphasizes the need for brands to create variations and new products to keep customers engaged and interested. Josh also highlights the significance of product consumption and value maximization in retaining customers. He explains the role of segmentation in email flows and the importance of tracking metrics and forecasting for effective email marketing strategies. The conversation concludes with a discussion on the future of email agencies in the face of AI.

Ep #22: 10 Brutal Truths of eCommerce | Blues Brothers Podcast Available on Youtube here: https://lnkd.in/g-vDAHrw All other streaming platforms here: https://lnkd.in/gA9jxV6P In this episode, Nathan discusses 10 brutal truths of e-commerce for DTC brand owners. The first truth is that reducing ad spend is not the solution to higher operating expenses. Understanding how the P&L works and the flow of revenue is crucial. Attribution tends to over attribute bottom-of-funnel actions and under attribute top-of-funnel efforts. Customer repeat rates are largely influenced by merchandising and operations, not just marketing. Site intent is a better measure of success than click attribution. Buying the right products is more important than marketing for online retailers. Only a small percentage of creatives will scale. Strategies used by nine-figure e-commerce brands in the US can be applied to eight-figure brands in other geographies. Keeping operating expenses lean is essential for success. Focusing solely on cost of goods minimisation may not be the best solution, as cash conversion cycle also matters.

Ep #21: The Future of Marketing in a One-Click World with Caden Thompson Available on Youtube here: https://lnkd.in/gpM3cgQH All other streaming platforms here: https://lnkd.in/gwP7zd32 In this episode, Nathan and Caden discuss various topics related to Google Ads and agency land. Caden shares his background in marketing and how he got into the digital marketing industry. They dive into the concept of Google's Performance Max and its purpose in reducing the barrier of entry for small businesses. They also discuss the challenges and limitations of using Performance Max and how it can be used in conjunction with other channels. The conversation then shifts to the importance of specialisation versus broadening focus in agencies, and the difficulties of upskilling large performance marketing teams. They also touch on the concept of removing conversion tracking from Google ad accounts and the potential benefits and challenges of this approach. The episode concludes with a discussion on the future of marketing in a one-click world and the value of media buyers in driving better financial outcomes for businesses. They provide advice on how to vet agencies and what to look for in terms of red flags and reporting.

Ep #20: Enabling Profitable eCommerce Growth with Carla Penn-Kahn from Profit Peak Available on Youtube here: https://lnkd.in/gHVbp5Nv All other streaming platforms here: https://lnkd.in/gak27qWK Carla Penn-Kahn shares her experience in the e-commerce space, from working in investments at Credit Suisse to starting her own e-commerce businesses. She discusses the challenges of launching perishables by delivery when delivery was primarily for letters, and the operational complexities involved. The conversation then shifts to the importance of financial operations and unit economics in e-commerce, with a focus on the changing landscape of paid media and the need for strong financial operators.

Ep #19: When to Consider Outsourcing to a 3PL with 🦾Valentin Kuznetcov Available on Youtube here: https://lnkd.in/grHfUiNY All other streaming platforms here: https://lnkd.in/gM_j8ukA In this podcast episode, Nathan and Val discuss the topic of 3PLs (third-party logistics providers). They cover the factors to consider when deciding whether to use a 3PL, such as cost, volume, and customer service. They also explore the differences between in-house fulfilment and outsourcing to a 3PL, and the considerations for brands with low volume and high ticket products. Val provides insights into the 3PL landscape in Australia and the United States, and emphasises the importance of conducting a cost-benefit analysis and asking the right questions when evaluating 3PL partners.

Ep #18: Q&A Answering Listener's Questions: LTV, Creative Testing & More Available on Youtube here: https://lnkd.in/gbNGh_ES All other streaming platforms here: https://lnkd.in/g3c6Qg_W In this episode, Nathan answers questions from listeners about budget allocation for retention, the growth of Blue Sense Digital, the effectiveness of Advantage Plus, TikTok advertising, server-side tracking, and the importance of creative testing. He emphasises the importance of merchandising in driving lifetime value and suggests that technical competence is key to agency growth. He also provides insights into the volume of creative testing required for effective advertising.

Ep #17: How to Align Google & Meta Ads With Your Business Goals Available on Youtube Here: https://lnkd.in/gW5RX8mf All other streaming platforms here: https://lnkd.in/gMKvkjma In this episode, Nathan discusses how to align Google and Meta campaign builds with business and financial goals. He emphasises the importance of understanding the incentive structure of big tech advertising platforms, which is to maximise advertiser revenue. He also highlights the complexity of customer journeys and the need to allocate budgets strategically. Nathan shares insights on SOP creation, emphasising the importance of data-backed SOPs and having a mental model that explains why. He provides specific strategies for Google and Facebook campaign optimisation and emphasises the correlation between performance and top-line revenue.

Ep #16: How to Scale An eCommerce Brand to $100k per Month Available on Youtube Here: https://lnkd.in/e2rD5rV6 All other streaming platforms here: https://lnkd.in/efbMF6HN In this episode, Nathan shares his advice for ecommerce brands aiming to reach $100k a month. He covers the fundamentals of scaling, customer acquisition, resource allocation, and the benefits of being under $100k per month. Nathan emphasises the importance of understanding the business equation, effective resource allocation, and the role of creative in scaling. He also discusses the misconceptions around return on ad spend and the significance of tracking CAC and first purchase contribution margin. Nathan shares valuable insights on scaling multiple e-commerce business to 100K a month. He discusses key metrics, common mistakes, and actionable strategies for growth. Emphasising the importance of customer acquisition, maximising first purchase profitability, and efficient resource allocation. Nathan also provides real-life case studies and addresses the mindset required for business scalability.