Crush Black Friday & Cyber Monday: Proven Ecomm Strategies for Explosive Sales!

Devin: 00:00:00

Hey everybody.

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Welcome to the inaugural episode of

the Good, Fast, or Cheap podcast.

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My name is Devin Kincannon, and

I'm here with my colleagues,

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Nicole Barber and Marina Shmilo.

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Today, we are going to be talking

about all things Black Friday,

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Cyber Monday, and just November

promotions for e commerce companies.

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We're bringing this to you from

our agency, Golden Digital.

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Marina: This is Golden Digital, we're an e

commerce agency specializing in e commerce

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strategy, email marketing, paid media

advertisement, and website optimization.

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Devin: So this is our first podcast.

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We're going to be doing

these on a regular basis.

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We hope that you like it.

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It's a little awkward right now.

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We promise this is the

worst it'll ever be.

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Uh, all that said, we're really

excited to talk about Black

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Friday, Cyber Monday strategies.

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And now let's get into it.

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Marina: So today's episode is

about Black Friday, Cyber Monday,

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the holidays are almost here.

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So we wanted to share some of

our knowledge and hopefully help

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Some of you, um, when it comes

to driving sales this season.

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So before we dive in a quick overview,

why Black Friday, Cyber Monday is

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so crucial for e commerce, Nicole, I

feel like this is totally your zone.

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Nicole: It is Black Friday.

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Cyber Monday is a very important time.

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Period.

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I mean, most sales usually for the

entire year are the vast majority come

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from the November, December time period.

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It's lead up to the holidays, obviously.

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And it's just a traditional

time for shopping.

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I think that that's definitely.

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Change over the last few years,

especially, whereas, you know,

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when we first started, uh, Black

Friday, Cyber Monday literally meant

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Black Friday, Cyber Monday, wait

until the night of Thanksgiving.

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I think now we're seeing things shift

into a longer time period, starting at

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the beginning of November, going all

the way through December in some cases.

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Exactly.

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Marina: Yeah, it certainly has changed,

especially in the post COVID world.

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I feel like it's completely

different for it used to be.

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And people are starting so

much sooner than they used to.

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It's no longer waiting for the 12 AM mark.

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People get going a week before that.

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But before we dive in into actual

strategies and how to help you optimize

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some of these things, Talk about the

importance of setting goals and making

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sure that you're ready for all of it.

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So starting with your inventory, you

have to keep in mind what you're pushing

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in those emails or paid media channels.

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What are you trying to sell

and do you have enough of

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it is anything out of stock?

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Like, are you ready for all of that

setting the goal of like, okay, well this

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year we would like to hit This number

and this is what we'd like to do is for

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sales conversions, things like that.

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So that, you know, setting a goal

is the first step to, to, to going

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exactly where you're trying to go.

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Devin: I think the one thing that

I would say is that if you're

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a newer business, just starting

out, like you don't really know.

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Where you're going to land in the next

couple of months, mature businesses

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that have been around a little bit.

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I mean, obviously you should be

forecasting your, your sales and

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your revenue every month based

around like all the activities

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you have going on promotions, new

products, launch, all that stuff.

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But yeah, I mean like this, these

couple of months in particular being

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that they're so critical for like your

whole year number, I think it makes

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a ton of sense to try to set like

some stretch goals as far as like.

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Sales, revenue, and that should

trickle down into your investment in

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your individual marketing channels.

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So we'll talk a little bit more about

that as we get into some of the different

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channels and the strategies there.

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If you want to do a big number

this month, you have to kind of

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put planning money and execution.

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Into all these different areas that

you expect it to kick off to the whole.

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Marina: Yeah.

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Yeah, absolutely And the biggest channel

right now is email marketing When it

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comes to this holiday season and can't

underestimate that Um at all and I know

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there's a lot of strategy when it comes

to putting the right content out there

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So nicole, let's talk about the pre

black friday cyber monday And what do

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you think the best strategy for that

time the two weeks the months leading up?

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You To the holiday.

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Nicole: I think it's much further along

and depending on the type of business,

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like Devin said, with product based

businesses, and especially if you're a

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mature business, you really should look

at almost a year in advance, what your.

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Um, promotions would be for black

Friday, because if you are actually

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buying into product for black Friday,

you obviously want to develop that and

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have that be at the lowest cost possible.

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That makes sense to drive margin.

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If you're doing something

like a loss leader.

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Door busters, things like that, that

we've seen work especially well, that's

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almost a year in advance planning

process to make sure that you're getting

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product at the right cost to be able to

sell that and to drive traffic overall.

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I think leading up into

Black Friday, Cyber Monday.

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Uh, your promotions should really

be solidified sometime around July,

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um, is usually what we recommend.

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Obviously that's not always possible

depending on the size of your

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business, um, where you are as a

business, number of different factors.

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When it comes to actually Implementing

even as early as September, um, when

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it comes to email and beyond that,

you're going to want to make sure, or

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before that you're going to want to

make sure that you have your sending

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requirements, obviously buttoned up any

sort of DNS records or anything that

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would hinder your ability to be sent.

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sent directly into the inbox, um,

especially over this time period where

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you're sending multiple emails, daily,

sometimes multiple emails, reminder

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emails, you should start to ramp up

even win back campaigns, um, which we

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usually suggest, uh, sometime beginning

of October, end of September as well.

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Anyone who's lapsed in

your subscriber list.

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So they haven't purchased in.

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Let's say, you know, depending on your.

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Again, type of business, but

somewhere around six months

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usually is what we would suggest.

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You start to incentivize people to

come back, re engage in your emails.

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So it could be sending them

some type of incentive.

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Doesn't have to be a straight

percentage off, but it could be

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something like free shipping.

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Could be a free gift.

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Um, could be, Early access to some kind

of product drop, something that is more

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enticing than a standard newsletter

email sometime around two, six weeks,

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two months out from actual black Friday.

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And then once you actually get into

October, updating your messaging

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to actually start directly speaking

to black Friday and cyber Monday.

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So your email capture,

your pop up, your email.

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Forms anywhere where you're capturing

email, um, speaking directly to

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early access to Black Friday,

first to know that type of thing.

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Um, that messaging really works well

to help grow email lists so that

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you're able to speak to customers

during that pivotal time of the year.

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Marina: When it comes to the

right message, what do you

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think is the best practice here?

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Is this, this stressing All over

again that, you know, we have the

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best sale coming up is, is the

like, Hey, inventory is running out.

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What are your thoughts on like the

best compelling message out there?

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Nicole: Well, pre black Friday,

it's really around early access.

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Um, because I think shoppers

are now conditioned.

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They understand that things

sell out, you know, like.

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Over this time period where

you're having, you know, so much

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traffic, um, inventory is limited.

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I think it's a mix of those types

of things around early access.

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We are going to sell out.

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We don't have that much inventory.

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You want to be the first to buy.

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That will help to, to build your

list going into black Friday.

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I

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Devin: mean, obviously we've

talked about, but it seems like.

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Black Friday, Cyber Monday, or just

the whole month of November really is

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fair game for being super promotional.

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And it's really turned

into an arms race, right?

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Where like, you know, retailers or

low to give up the margin by being so

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promotional all month, but at the same

time, if your competitors are all doing

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this and you're not, you know, likely

you're missing out on opportunity.

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What are some things that.

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People can potentially do short

of like the ubiquitous site

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wide percent off discount that

can still drum up anticipation.

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I mean, you know, how complicated

can these promotional strategies get?

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Nicole: I actually would keep it simple.

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Could be you use other types of, uh, It

doesn't have to be a straight percent

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off the entire site kind of situation,

though I do think that there's a

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place for that, especially on cyber

Monday for a shorter period of time.

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But if you're extending black Friday, I

would tear out the promotions even, or.

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Schedule them throughout the month.

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So you're having different types of

messages build up to black Friday.

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So, um, it could be, you know, maybe

in your first week, it's a free gift.

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I do think shipping

promotions layered on top of.

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Uh, some type of financial, you

know, promotion is a good way to go

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to mix up promotions, but I think

where you get into trouble is when

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you start to layer three, four or

five different types of promotions.

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And we start to see, we have seen people

do that thinking that it's going to drive.

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More volume, but you have to be quick.

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You have to be fast and you have to

grab somebody's attention right away.

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And if you've got, you know, an essay

and your copy, uh, promotion where

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you're having to explain multiple

different things, uh, you're not

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going to grab anyone's attention.

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So I mean, especially over black Friday

and cyber Monday, which I think we'll get

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into like creative best practices, but

keep it short, keep it short and simple.

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If you have a longer.

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Black Friday promotional time period.

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Schedule out your promotions

to build on top of each other

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and one and start another.

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Marina: Yeah, so when it comes to

the perfect email template for Black

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Friday, Cyber Monday, weeks leading

up to it, in short, what is your ideal

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template, starting with the headline?

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Nicole: With like subject line and

preheader, personalization, keep the offer

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in the subject line, in the preheader,

I often Recommend and have seen work

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a really straightforward, impactful

graphic at the top of the email says

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exactly what the promotion is because

you have to remember, you don't have

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to give away everything in the email.

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The point of the email is to get

visitors to click through and see

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more things like mystery discounts.

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We've seen work really well before

entices clicks, just a straightforward

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graphic at the top of the email.

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You know a dark background white text

you make a flash even Um, and then

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product below so, uh, I that's usually

what I recommend for black friday

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Something at the top that grabs the

attention and then a product grid below

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Of a straightforward product shots.

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Even you can mix those messages

in throughout the month, but your

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black Friday email that goes out

to announce that promotion, that's

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your time to incentivize the clicks.

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Marina: And in your opinion,

where should this email.

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Be going to, is this going to the

homepage, the product page, the collection

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page, or are we talking landing pages?

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Nicole: It depends on your type of

products and your type of business.

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So, um, if you are, let's say an

apparel business that has hundreds of

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SKUs, different types, tops, bottoms,

dresses, things like that, you might

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want to look into some type of.

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Landing page that, uh,

breaks out different types of

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categories, things like that.

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The only thing about landing

pages is that you really have to

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make sure that they're shoppable.

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And when we build out landing pages,

we make sure that we've got a mix of

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lifestyle, photography and product

carousels, product grids, add to cart

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directly from the page kind of thing.

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You don't want to add a lot of

clicks to get to add to cart.

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If you are a business that

has less products, drop them

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right into a shop all page.

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You know, if you've got 10 or less

products, drop them right into a category

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page, unless you have a product that needs

a lot of explanation, that type of thing,

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but you're already talking to people.

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Usually that at least from email, you're

already talking to people that have

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some base knowledge of your product.

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It could be different for ads.

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Marina: Yeah.

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And I can tell you from a consumer

standpoint, there's nothing that annoys

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me more if I get an email for sale

for black Friday, and there's an item

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there that maybe I am looking forward

to purchasing, and then you click on it

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and you get to like some kind of general

page that just has a whole lot of stuff.

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And it's not what I was, that's not

what was advertised in that email.

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So that's an immediate.

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Exit I'm out.

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I don't have time for this.

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We know how How little patience people

have right now to shopping online.

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So yeah, definitely people

have to keep this in mind

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Nicole: Yeah, and to devon's point earlier

too around inventory It is definitely

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a bounce if you're promoting any sort

of products, whether that be ads email,

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whatever else when someone clicks So I

think we've all this has happened to all

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of us where we've clicked on something

that has come up in an ad Clicked it.

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Oh, it's sold out.

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Oh, we just won You Get me to the site.

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I won't fall for that again.

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And I think a lot of consumers are that

way where it just leads to frustration.

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Marina: Yeah, for sure.

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And when it comes to that black Friday,

Cyber Monday sale, either one of them,

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once somebody has purchased something,

let's say I did open an email or maybe it

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was one of the ads and I bought something,

do you guys think there's a potential?

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To keep that going that momentum and

keep selling to that person or is this

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like a one and done and that's it is

there is there a way to continue that

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that relationship with the customer.

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Nicole: And you're going to definitely

want to be collecting email addresses.

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Like we mentioned, email is

still a really important channel.

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I think there's been a lot of

discussion about this in the last

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few years about whether or not email

is as important as it used to be.

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We definitely see through working with

our clients that this is one of the

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main channels, um, still to this day.

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And it's, it's a consistent way

to be able to talk to people,

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make sure that like when somebody.

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Is making purchase over black, collect

an email address that they're signing

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up for, uh, marketing emails and SMS.

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There are some strategies that you can

employ directly after black Friday too.

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Um, they're obviously going to

fall into your welcome series.

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That's one thing that you want to make

sure prior to black Friday as well, is

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that your welcome series is up to date.

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You've got the best photos in there.

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It's all still relevant.

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You've got a series, not just one

email, um, that drip out over time.

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That's really important having

something to talk about.

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And this is oftentimes what I

tell our clients to, like, if

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you have a new product drop.

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Or something, you know, maybe a

new color in a best selling style.

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I like to, to drop that directly

after Cyber Monday so that you

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have something to talk about.

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No matter what you do,

you're going to see a slump.

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Post cyber Monday.

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It's just how bad is

that slump going to be?

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Um, and I think that there are things

that you can do, like making sure that

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everybody is signed up for your email

list, that you're able to talk to

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people in a variety of different ways.

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Um, and then you have something to

talk about directly after black Friday.

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And it, it's not, you're

not going to see that.

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Volume through December, likely, unless

you have a major drop or something that

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people are really looking forward to.

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But, um, you can mitigate

some of the slump.

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Devin: You know, my favorite, uh, post

black Friday, cyber Monday, uh, promotion

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is kill a couple of birds with one

stone sale on sale, baby, even cheaper.

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Like you can, you can use it as a, as just

like a psychological driver to get people

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to the site because people obviously love

deals, especially during this time of

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year, but also, I mean, if you were trying

to clear your books of old inventory,

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that's just not moving at normal rates,

it's a great way to kind of like get off

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of some old inventory, even if it's not at

the margin you were initially hoping for.

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But I mean that product just sitting

around gathering dust in your warehouse

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isn't really helping anything.

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And Nicole, to your earlier point about

email and just like how important it is.

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I can tell you, you know, being

more on like the paid ads and.

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Or, you know, organic search side

of things that it's more important

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than ever because we're seeing

just across the board, organic

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traffic to websites go down.

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Like it's, it's just

getting more competitive.

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The Googles of the world are publicly

traded companies that like have investors

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that they need to report profit to.

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They're not exponentially

growing the amount of people

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that are using their products.

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So the only way that they can

report greater earnings every year.

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is to make more money from

their existing audience base.

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That means that less

stuff happens for free.

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You're getting less, you know,

like clicks coming through in your

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: 00:18:15

organic search traffic, you're

getting less organic, uh, social.

301

: 00:18:18

Traffic to your site.

302

: 00:18:20

And a lot of times you, you

can't buy your way to heaven.

303

: 00:18:24

I mean, as much as like, I love running

me some ads that we, we do a ton of

304

: 00:18:28

that over here at golden, you need like

a good multi channel mix of traffic to

305

: 00:18:35

be able to kind of get, be profitable.

306

: 00:18:38

Um, it's hard to do it with just

like one thing working really well.

307

: 00:18:42

Marina: Yeah.

308

: 00:18:42

And here's a warning to brands that

often do sales all the time, nonstop

309

: 00:18:47

throughout the year, because that's

maybe the best way you can sell your

310

: 00:18:51

product and you, well, maybe it's not

the best way, but you've got your goal.

311

: 00:18:55

Customer certainly hooked on doing sales.

312

: 00:18:58

If you're constantly doing sales,

it's a sale because it's a Friday.

313

: 00:19:02

It's a sale because new

stuff dropped or whatever.

314

: 00:19:05

You're going to have a harder time

getting people to purchase on the

315

: 00:19:08

black Friday set sale because it's

like, well, I just bought the sale.

316

: 00:19:13

So be careful with how much.

317

: 00:19:16

You promote products

on the discount basis.

318

: 00:19:20

Be careful with doing sales too often.

319

: 00:19:23

Save it for these occasions such

as Black Friday, Cyber Monday.

320

: 00:19:27

So you can really get people waiting

and anticipating for, Oh my God, there's

321

: 00:19:32

going to be a major sale on sale or

whatever else you got up your sleeve.

322

: 00:19:38

Nicole: Absolutely.

323

: 00:19:39

Marina: Well, I mean, I think it's

important to understand that people

324

: 00:19:42

That comes to your website for the

first time during black Friday.

325

: 00:19:46

It's a different segment than

those that are, they know your

326

: 00:19:49

brand, their loyal customer.

327

: 00:19:51

And oftentimes you have to speak

to these people differently.

328

: 00:19:55

So make sure you have the right segments.

329

: 00:19:57

You understand that these

were the holiday shoppers.

330

: 00:20:00

They just came in because

maybe they Googled a product.

331

: 00:20:03

They want, and they landed on your

website and you happen to have the

332

: 00:20:06

best sale and they purchased it.

333

: 00:20:08

So I agree with Nicole that having

that welcome series, having the

334

: 00:20:11

best conversation from that point

on and treating that person as

335

: 00:20:15

the new customer, you really

want to introduce your brand to.

336

: 00:20:19

is really important to,

to keep them longterm.

337

: 00:20:22

So totally, um, agree with you, but I'm

sure down paid media is tough around

338

: 00:20:27

the holiday season because everyone

is dropping money into promotions

339

: 00:20:32

and everyone wants their product

at the top and the most visible.

340

: 00:20:36

So, um, tell me, how do you handle

the, the competition around paid media?

341

: 00:20:41

Devin: Yeah, for sure.

342

: 00:20:42

That's a great question.

343

: 00:20:43

You know, CPM is definitely go up

as we get into this time of year

344

: 00:20:48

because everybody's kind of been

sandbagging their budgets a little bit.

345

: 00:20:51

Marina: And for people that don't

know what a CPM is, what is that?

346

: 00:20:54

Devin: Oh, sure.

347

: 00:20:55

CPM costs per thousand, right?

348

: 00:20:57

So like, you know, how much you pay

to get a thousand impressions, like

349

: 00:21:00

your ad in front of a thousand people.

350

: 00:21:02

Inventory is inventory.

351

: 00:21:04

Like there's a There's only so many

impressions that you can serve based

352

: 00:21:08

on the amount of times people are

hitting your site and the page views

353

: 00:21:10

they have, et cetera, all the potential

places that you can serve an ad,

354

: 00:21:15

especially, uh, in election years,

like we have going on right now.

355

: 00:21:19

Like you have the, the dual situation

of like one, we're getting into like the

356

: 00:21:25

most expensive time of year for people

to advertise, but additionally you're,

357

: 00:21:30

we're also duking it out with, you

know, every politician under the sun.

358

: 00:21:35

that wants to get their message in front

of people up until we get to the 5th of

359

: 00:21:39

November and hopefully, uh, put a fork

in this thing and move on with our lives.

360

: 00:21:43

Right.

361

: 00:21:43

I mean, to that end, outside of just like

the, the incremental costs that you're

362

: 00:21:48

likely going to see this year, the returns

are also incrementally better, especially

363

: 00:21:52

if you have a good promotional strategy.

364

: 00:21:55

And, and one of the most important

things I would say is making sure

365

: 00:22:00

that you That there's alignment

between all of your marketing channels

366

: 00:22:03

as far as like, all right, we have

this promotion going on this time.

367

: 00:22:07

We're going to set up the ads to run

from here to here, you know, or even

368

: 00:22:11

if you have evergreen ads running,

you're just changing the copy to

369

: 00:22:14

reflect that like, Hey, this promotion

is happening at the same time.

370

: 00:22:17

And I would say that evergreen

ads are good to keep around.

371

: 00:22:20

I think I talked about that a little

bit more in a couple of minutes,

372

: 00:22:23

but, um, yeah, there should be like

synchronization between what's happening

373

: 00:22:28

in email You're on site messaging and,

and all of your other different marketing

374

: 00:22:33

channels that you're, you're leveraging.

375

: 00:22:35

Marina: For sure.

376

: 00:22:35

I mean, you're probably, uh, well,

like Nicole said, you have to

377

: 00:22:38

start out so early when it comes

to black Friday, ideally in June.

378

: 00:22:43

What about paid media?

379

: 00:22:44

When do you start advertising?

380

: 00:22:46

Devin: For sure.

381

: 00:22:47

So, you know, we're, we're a little,

it's a little bit more easy on

382

: 00:22:51

the paid media side, just because.

383

: 00:22:54

Aside from like, you know, developing

creative, which can take some time, um,

384

: 00:22:59

and you're going to need assets from,

from clients, or you're going to need

385

: 00:23:02

to produce, you know, video photography,

whatever you're doing to kind of like

386

: 00:23:06

message these promotions, there's really

like Five important time periods that

387

: 00:23:11

we think about, you know, in this case,

anywhere from like the beginning of

388

: 00:23:15

the November to like the first week

or so of November seems to have become

389

: 00:23:19

like the de facto starting point for

like when people get promotional and

390

: 00:23:24

start talking about like, Hey, you

know, we've got incredible deals or

391

: 00:23:27

we're doing this or the other thing.

392

: 00:23:29

So like really that's when it starts.

393

: 00:23:31

And, and

394

: 00:23:32

Marina: don't do it before Halloween.

395

: 00:23:34

Devin: When do you want to, when do you

want to, um, Think that they're going

396

: 00:23:36

to make that jump to all of a sudden.

397

: 00:23:38

It's like middle of October is

fine to start talking about.

398

: 00:23:42

I

399

: 00:23:43

Marina: mean, there are Christmas

trees all over the stores, so I

400

: 00:23:46

don't even know what's early anymore.

401

: 00:23:47

Devin: Yeah.

402

: 00:23:48

Nicole: No, it's like the

meme going on right now.

403

: 00:23:50

It's like at midnight on the 31st.

404

: 00:23:53

So

405

: 00:23:55

Marina: yeah,

406

: 00:23:57

Devin: we're ready.

407

: 00:23:58

I mean, You know, whatever our clients

tell us to do, we're going to make it.

408

: 00:24:01

Oh, I

409

: 00:24:01

Marina: thought you mean

you have the tree up.

410

: 00:24:03

Okay, good.

411

: 00:24:04

No, not that.

412

: 00:24:04

I

413

: 00:24:05

Devin: love

414

: 00:24:07

Nicole: tomorrow.

415

: 00:24:09

There you go.

416

: 00:24:09

Devin: Um, so yeah, I mean like really

like November 1st, like all bets are off.

417

: 00:24:15

You are ready.

418

: 00:24:16

If you want to start getting promotional,

talking about holiday, I think you're

419

: 00:24:19

ready to do so to Nicole's earlier

point, like having kind of like a

420

: 00:24:24

promotional calendar where you're

like giving people things, but like

421

: 00:24:28

you're kind of saving your, the

best for last, that's typically the

422

: 00:24:32

strategy we see be the most successful.

423

: 00:24:35

Um, some people just elect to like.

424

: 00:24:37

Hey, we're going to do this discount.

425

: 00:24:39

We're going to run it for the whole month.

426

: 00:24:40

Um, I think you miss out on some

messaging opportunities with that

427

: 00:24:44

because like, once everybody sees that,

it's like, well, I can just buy this

428

: 00:24:47

anytime during the month, but yeah.

429

: 00:24:49

So anywhere up to black Friday running,

whatever, you know, promotions you have,

430

: 00:24:56

maybe it's like a buy one, get one, um,

you know, percent off of a category,

431

: 00:25:00

whatever, typically black Friday thing

that we've seen work best, just like a

432

: 00:25:05

Sitewide significant discount, right?

433

: 00:25:07

Like take, you know, 30 percent off

of all your purchases, whatever.

434

: 00:25:11

Cyber Monday.

435

: 00:25:13

Just to drum up activity, we'll

see like kind of the second best

436

: 00:25:16

offer that that's pretty common too.

437

: 00:25:18

Like you'll get something that's

good, but probably not as good of a

438

: 00:25:21

discount or offer as black Friday.

439

: 00:25:24

And then we've got the

Christmas shipping cutoff.

440

: 00:25:27

That's like another opportunity to

kind of like be promotional and kind

441

: 00:25:30

of drive urgency around like, Hey, you

know, you can only order this for so

442

: 00:25:35

much longer before it's not going to

get there in time for the holidays.

443

: 00:25:38

And then the final time period, uh,

and this is like in the, that doldrums,

444

: 00:25:43

like once you hit like the 14th or

15th of November, sometimes going up to

445

: 00:25:47

the 17th, 18th, like you, it's hard to

guarantee that your, your goods are going

446

: 00:25:51

to get there in time for the holiday.

447

: 00:25:54

So that's the time that a lot of

people elect to kind of do that sale

448

: 00:25:57

on sale, you know, just, it's, you're

not going to see the numbers that you

449

: 00:26:01

did before, but it's just a good way

to get people to the site and move

450

: 00:26:04

off of old inventory at a discount.

451

: 00:26:06

Marina: Yeah, keep trying.

452

: 00:26:07

Why not?

453

: 00:26:08

Um, well, I mean, Devin, you're in

paid media and it calls in an email.

454

: 00:26:12

Do you guys align your

strategies for this time?

455

: 00:26:14

Should you advertise the same Promotions

products or do you like target different

456

: 00:26:20

messaging for different channels?

457

: 00:26:22

How does it all work together?

458

: 00:26:24

Devin: There's definitely alignment.

459

: 00:26:26

We've seen people do like channel

specific strategies before but like

460

: 00:26:29

the general best practice is that like

all your channels are singing the same

461

: 00:26:34

song and kind of like You You know,

just being synergistic with each other.

462

: 00:26:38

So if somebody like clicks on email,

looks at something, doesn't buy, you know,

463

: 00:26:43

we've, we fired a bunch of events about

that person back into the ad platforms.

464

: 00:26:47

We know that they looked at this thing,

you know, we can hit them with, uh, just

465

: 00:26:52

any number of different campaigns that

are either going to show them that product

466

: 00:26:55

or have a message, you know, that's like,

Hey, we, we think this would be great.

467

: 00:26:59

Here's another reason why

you should think about it.

468

: 00:27:02

Thinking a little bit about creative.

469

: 00:27:05

Actually though, I'd love to like

segue into that if it's okay.

470

: 00:27:08

Yeah.

471

: 00:27:08

Yeah.

472

: 00:27:09

Marina: Yeah.

473

: 00:27:09

Give us some best practices there.

474

: 00:27:11

Devin: Sure.

475

: 00:27:12

So one thing that seems a little

bit counterintuitive, but actually

476

: 00:27:15

like works really well is just

leave your evergreen ads running.

477

: 00:27:19

Like if you have ads that are just top

performers, like for a long period of

478

: 00:27:24

time, you don't always have to just turn.

479

: 00:27:27

Everything that was working off and, you

know, start with fresh campaigns that

480

: 00:27:32

are strictly speaking, promotionally,

like what you can do is you can just

481

: 00:27:36

like update, copy, um, within the ads

or, or just make subtle changes that

482

: 00:27:41

talk about the promotion, you know,

not like completely start from scratch.

483

: 00:27:46

Because what ends up happening is,

is if you roll out like brand new

484

: 00:27:51

campaigns or brand new ads, you're

like resetting the clock on learning.

485

: 00:27:56

Like, you know, the ad platforms are

going to have to figure out, you know,

486

: 00:27:59

what this message is, who it resonates

with, who to serve impressions to.

487

: 00:28:03

And then really it'll take some

time to get that dialed in.

488

: 00:28:06

And that can be tough, especially when

some of these promotions that we're

489

: 00:28:10

talking about don't last a long time.

490

: 00:28:12

Like, you know, if you have a flash sale

going on that's like two or three days,

491

: 00:28:16

you won't even get a new campaign out

of like the learning period for that.

492

: 00:28:20

So it seems counterintuitive, but we

definitely suggest getting creative that

493

: 00:28:25

messages promotions out there, but it

should be in addition to not, you know,

494

: 00:28:30

in, Replacement of, if that makes sense.

495

: 00:28:33

Another thing that can be a

little counterintuitive, uh, but

496

: 00:28:38

specifically if you're doing ads

that are just messaging promotions,

497

: 00:28:42

like, Hey, we've got this big sale.

498

: 00:28:44

We see that we see that static

ads typically work better for

499

: 00:28:47

that than video a lot of times.

500

: 00:28:49

Um, you know,

501

: 00:28:51

Marina: isn't, isn't usually video.

502

: 00:28:53

Better performing.

503

: 00:28:54

I mean, we recommend

504

: 00:28:55

Devin: having a pretty good mix of

different creative within accounts.

505

: 00:28:59

And there's, it's hard to make

unilateral, like, Oh, this one thing

506

: 00:29:04

that works great for one account

might not work as well for another.

507

: 00:29:07

Right.

508

: 00:29:07

But like, you know, we're, we're always

like testing things and trying to

509

: 00:29:10

identify like, whether it's like, you

know, statics or video or different

510

: 00:29:15

hooks, you know, product features, social

proof, all like the tried and true ad

511

: 00:29:20

formats and hooks that work really well.

512

: 00:29:23

Um, but yeah, static ads where you

can just like kind of overlay some,

513

: 00:29:27

some tech, some graphics, text, and

dot wax onto, you know, like product

514

: 00:29:32

imagery or beautifully shot lifestyle.

515

: 00:29:34

Photography seems like it works really

well where you're just saying, Hey, like

516

: 00:29:37

30 percent off site wide, you know, cool

picture in the back as the background.

517

: 00:29:42

Um, and kind of you're off to the races.

518

: 00:29:44

And even when it comes to that, like

if you are going to do promotional

519

: 00:29:48

stuff and you haven't done.

520

: 00:29:50

Uh, like photography or video

specifically for the holiday season.

521

: 00:29:55

What we would tell you is, is look at

some of your best performing static

522

: 00:29:59

and video ads from the last, you know,

90 days, 180 days, and just create

523

: 00:30:05

a holiday version of that ad or like

a promotional version of that ad.

524

: 00:30:09

Uh, you know, you don't have to like,

kind of reinvent the wheel here.

525

: 00:30:13

Like things that have worked in the past

will work well, especially if you're kind

526

: 00:30:17

of adding a promotional element to them.

527

: 00:30:20

For videos, you can make some animated or

static batter or static banners and kind

528

: 00:30:26

of place them on top of some of those

like existing creatives that that have

529

: 00:30:30

worked well in the past, just like subtle

tweaks and not like reinventing the wheel.

530

: 00:30:35

Marina: That makes sense.

531

: 00:30:35

What about budget?

532

: 00:30:36

Do you just do as much as

you can as high as you can?

533

: 00:30:40

What's the best strategy?

534

: 00:30:41

Devin: I mean, this is a lot

easier if you've got historical

535

: 00:30:45

data to kind of draw on.

536

: 00:30:47

It's not that things are

always static in the world.

537

: 00:30:50

Right.

538

: 00:30:50

But like, obviously we love data to

kind of drive our decision making.

539

: 00:30:54

This year, I'm really curious to

see how things are going to do.

540

: 00:30:57

I mean, obviously anybody that's

worked in e commerce or even just

541

: 00:31:01

like, you know, is living in the

United States with the economy, like

542

: 00:31:06

as it is, you It's definitely been

a tough time for a lot of folks.

543

: 00:31:10

So, you know, you can make your best

assumptions based on data, but where

544

: 00:31:15

the rubber meets the road, we don't

really know what's going to happen.

545

: 00:31:19

So I think like, you know, you can

look at how much you spent last year,

546

: 00:31:23

what you returned on that spend.

547

: 00:31:26

And, you know, make a reasonable guess as

to what you should be spending this year

548

: 00:31:32

based on whatever you're forecasting.

549

: 00:31:34

Like, if you're forecasting, like,

how much you want to do in sales,

550

: 00:31:38

each one of your marketing channels

should have a number attached to

551

: 00:31:41

it that you expect it to kick up

based on last year's performance.

552

: 00:31:46

Right?

553

: 00:31:46

So, You know, that all the math has to

math and the numbers have to back out

554

: 00:31:51

to, all right, if I expect Facebook ads

to do a hundred K in sales this month.

555

: 00:31:57

then I know that I need to spend, you

know, maybe 25 or 30, 000 based on the

556

: 00:32:03

ROAS that we saw this time last year.

557

: 00:32:05

So that's, that's typically how we

think about budgeting is like starting

558

: 00:32:10

with data, understanding like what's

happening now, what's happened in the

559

: 00:32:13

past, and then making a best guess as

far as like, we need the channel to do X.

560

: 00:32:18

So we're going to supply it with Y.

561

: 00:32:21

And we feel good about that, but like

budgets are not, are never static.

562

: 00:32:25

I mean, like if you get to the, you

get to the middle of the month and

563

: 00:32:28

things are going really well, you know,

add, add budget, adjust accordingly.

564

: 00:32:33

If they're not, you know, you can,

you can pull back a little bit.

565

: 00:32:36

That's part of, of.

566

: 00:32:38

Having good active management within

your ads accounts is like somebody

567

: 00:32:43

should really be in there looking

at these things on a daily basis

568

: 00:32:46

Especially during this time of year

569

: 00:32:48

Marina: now, let's get into

a website optimization.

570

: 00:32:50

So I know a lot of our clients Don't

do any kind of work leading up to

571

: 00:32:54

the Black Friday cyber Monday because

you're afraid to mess anything up

572

: 00:32:59

People go into code freeze just to

make sure once things are perfect and

573

: 00:33:03

working, we just keep it this way.

574

: 00:33:05

And that's probably the best strategy.

575

: 00:33:07

But what I want to make sure everyone

understands is that if your website is not

576

: 00:33:11

specifically set for mobile conversion,

you're going to lose a lot of money during

577

: 00:33:15

this season because majority of people

are going to be shopping on their phones.

578

: 00:33:20

You're going to get the email, the SMS.

579

: 00:33:23

the ad served on Facebook or

Instagram, you're gonna go on your

580

: 00:33:26

phone and look at the product.

581

: 00:33:28

And it shocks me how many websites

still are not optimized properly,

582

: 00:33:32

are not responsive enough when

it comes to mobile devices.

583

: 00:33:36

Um, so yeah, make sure that you look

at that and your website is fast.

584

: 00:33:40

Go through all the collection

pages, go through navigations.

585

: 00:33:43

Things have to just, just

be seamless and flawless.

586

: 00:33:47

So that's probably the number one tip.

587

: 00:33:50

If I could give anyone and looking at your

checkout process, I think if it's not the

588

: 00:33:55

holiday season, um, people are adding a

lot of the upsells cross sells into your

589

: 00:34:00

checkout, your card and doing all of that.

590

: 00:34:02

But when you're already

doing a lot on the.

591

: 00:34:05

Promotional side all throughout your

website, your email, everywhere else.

592

: 00:34:09

People are doing quick buys because

maybe your offer has to do around urgency

593

: 00:34:14

and it's because inventory is running

out and you're trying to buy it fast.

594

: 00:34:18

Don't overwhelm your customer.

595

: 00:34:21

Don't do, don't put too much into

the cart when it comes to cross

596

: 00:34:25

sells, upsells, all that good stuff.

597

: 00:34:27

Keep it as simple as you

can to close that sale.

598

: 00:34:30

Um, Because again, we're shopping a lot.

599

: 00:34:33

You're probably not the only

brand I'm shopping with.

600

: 00:34:36

So that ease when it comes to

checkout is, is really important.

601

: 00:34:41

And ideally you started testing and

optimizing way before this point.

602

: 00:34:46

And maybe you've done

even some AB testing.

603

: 00:34:48

Maybe you know exactly what

works best for your customer,

604

: 00:34:52

but keeping an eye on that data.

605

: 00:34:54

As the sales start coming

in is also so important.

606

: 00:34:58

So, so you can adjust in that moment.

607

: 00:35:01

So ideally you have tools like hot jar

installed and you're looking at heat

608

: 00:35:05

maps and you're understanding if there's

any pain points and you're reducing and

609

: 00:35:10

removing in real time, because again,

this is not the time to just sit back.

610

: 00:35:15

This is the time to actively

monitor a track and optimize.

611

: 00:35:19

So make sure you're looking

at all of that data.

612

: 00:35:23

All around the holiday season and you know

website is really the final piece because

613

: 00:35:27

all these channels all roads You know,

they all lead to the, to that website

614

: 00:35:32

sale that we're trying to close so much.

615

: 00:35:34

And there's so many moving

pieces here between email and

616

: 00:35:38

paid and website optimization.

617

: 00:35:40

So if there was any advice we could

give somebody who's like, Oh my God,

618

: 00:35:44

this is my first year maybe doing

the Black Friday, Cyber Monday.

619

: 00:35:47

Where do I begin?

620

: 00:35:49

Do I start with the website?

621

: 00:35:51

Do I start with the paid?

622

: 00:35:52

Where do I start in order to

get the most out of the season?

623

: 00:35:57

Nicole: All of that.

624

: 00:35:59

Marina: What's number one?

625

: 00:36:00

Where do you, what do you do?

626

: 00:36:01

Do you

627

: 00:36:02

Nicole: have a good

place to drive traffic?

628

: 00:36:04

Yeah,

629

: 00:36:07

Marina: I agree.

630

: 00:36:07

I agree.

631

: 00:36:08

Cause if your website is not

optimized and you're driving

632

: 00:36:10

traffic to broken pages, things that

don't work, you're wasting money.

633

: 00:36:15

Devin: We have a lot of

conversations with people that are

634

: 00:36:17

looking for help with paid ads.

635

: 00:36:20

And like, Nicole Maria,

you can testify this.

636

: 00:36:22

I'll tell them like, I don't

think that's where you should be

637

: 00:36:25

putting your attention right now.

638

: 00:36:27

Unless you have a well designed,

functional, thought out website that

639

: 00:36:33

like reflects good branding and has

like, you know, compelling product and,

640

: 00:36:38

and at the right price point, all of

those things, then you're just going so

641

: 00:36:43

much of your spend will just be wasted.

642

: 00:36:45

If you had a better web experience,

it's going to just lead to better

643

: 00:36:48

outcomes For all of your marketing.

644

: 00:36:50

So, you know, especially for smaller

businesses and people that are just

645

: 00:36:53

starting out, they're like, Oh, they

think that they need traffic first.

646

: 00:36:56

And it's like, well, yeah, but you,

you probably to maximize the outcomes

647

: 00:37:03

of the traffic that you are getting.

648

: 00:37:06

You probably need to get your, your

website tuned up a little bit first

649

: 00:37:10

before it's ready for prime time.

650

: 00:37:13

Marina: Yeah, that was the answer I was

hoping for, because we, we know this time

651

: 00:37:17

and time again, we see people invest money

into channels and then, you know, worry

652

: 00:37:24

about why am I not getting the conversion?

653

: 00:37:26

I have to, I was hoping I get this

row as I was hoping this channel

654

: 00:37:30

does, but, but maybe the channels

would do better if they did.

655

: 00:37:32

Website was optimized to

actually close the sale.

656

: 00:37:36

So yeah, website is definitely.

657

: 00:37:38

I think is number one.

658

: 00:37:40

Nicole: Yeah, for sure.

659

: 00:37:41

I just wanted to touch on the code

freeze aspect that you mentioned earlier.

660

: 00:37:45

When I worked on the brand side, code

freeze is a reality while it be a

661

: 00:37:51

frustrating reality for a lot of people

that are like, Working in, in brands,

662

: 00:37:56

there are things that you can do.

663

: 00:37:57

Like there's definitely, you need to

have a plan going up to code freeze

664

: 00:38:00

of the major changes that you wanna

make because you don't wanna get

665

: 00:38:03

into a time when you're getting a lot

of traffic and something is broken.

666

: 00:38:07

But there are little changes

that you can make, especially

667

: 00:38:09

around merchandising navigation.

668

: 00:38:12

I would, I would definitely try

to get that done before, and I

669

: 00:38:15

want to emphasize navigation as

being one of the most important.

670

: 00:38:19

Aspects of your site.

671

: 00:38:21

You know, we've seen 80, 90 percent of

people usually go straight into navigation

672

: 00:38:25

more than clicking on homepage heroes.

673

: 00:38:27

And we see a lot over and over again,

in all my years I've seen people so

674

: 00:38:32

focused on what ends up on the homepage.

675

: 00:38:34

And while that's important, oftentimes

the navigation gets overlooked.

676

: 00:38:38

And that is one place that needs to

be buttoned up prior to black Friday.

677

: 00:38:42

But what you can do in, in

actual code freeze, you know,

678

: 00:38:47

when I worked on the brand side.

679

: 00:38:48

I would look at what was selling

every day during black Friday and

680

: 00:38:52

re merchandise pages based on that.

681

: 00:38:55

Cause it's really.

682

: 00:38:56

You know, oftentimes people look

for, Oh, what's the one thing I

683

: 00:39:00

can do that doesn't really exist.

684

: 00:39:02

It's cumulative, you know, of, of all

the things that, that you have to do

685

: 00:39:06

when it comes to a website in particular,

is there's so many different pages.

686

: 00:39:10

There's so many different aspects.

687

: 00:39:11

There are some things that

are more important than

688

: 00:39:12

others, like the navigation.

689

: 00:39:15

But it's a lot of little tiny things

and merchandising does sometimes get

690

: 00:39:19

overlooked as well because you've got

a lot of pages sometimes depending

691

: 00:39:23

on the type of business that you are.

692

: 00:39:25

But re merchandising those pages and

moving up products, making sure that

693

: 00:39:29

you don't have anything at the top

that's out of stock, that kind of thing.

694

: 00:39:33

Um, there are tools that you can, that you

can use to help, you know, way products

695

: 00:39:38

in different ways and that kind of thing.

696

: 00:39:40

But oftentimes things change

so quickly over black Friday.

697

: 00:39:44

I found it's old fashioned way

pulling that report every day

698

: 00:39:50

of like what actually sold.

699

: 00:39:51

Oh, it was this, let me move this up.

700

: 00:39:53

Let me move this down that kind of thing.

701

: 00:39:54

Like, cause you, you never

know what's going to happen.

702

: 00:39:57

Marina: Yeah.

703

: 00:39:57

Another thing, speaking of things that

are overlooked is the post purchase

704

: 00:40:01

experience during the holiday season.

705

: 00:40:04

Once you've closed the sale,

don't forget about that.

706

: 00:40:07

Thank you page and utilizing it as well

because you could add additional like

707

: 00:40:13

Devon said, sale on sale on top of it.

708

: 00:40:15

You can do a limited time offer.

709

: 00:40:18

So right as somebody is getting

that order confirmation, thank you.

710

: 00:40:21

You can add here's Within the

next five minutes, you can get

711

: 00:40:25

this product for half the price.

712

: 00:40:27

If it's an easy add on to your

order, people will buy it.

713

: 00:40:31

So post purchase, that's also a

super overlooked strategy, and if

714

: 00:40:36

you utilize this correctly, you

can maximize your profits for sure.

715

: 00:40:41

Nicole: I mean, we've seen that the order

confirmation email is oftentimes one

716

: 00:40:46

of the top performing triggered emails.

717

: 00:40:49

People come back.

718

: 00:40:50

There you go.

719

: 00:40:52

Marina: Yeah, I

720

: 00:40:52

Nicole: wouldn't think

that it is the truth.

721

: 00:40:54

Marina: Yeah.

722

: 00:40:54

I read a study on this that they say

the easiest way to close somebody

723

: 00:40:59

is right after you just closed it.

724

: 00:41:01

So right after somebody just purchased

is the easiest to sell to them again.

725

: 00:41:06

Um, they're keep that momentum going.

726

: 00:41:09

So yeah, agree.

727

: 00:41:10

Nicole: Yeah.

728

: 00:41:11

Update your triggers.

729

: 00:41:12

All your trigger e mails.

730

: 00:41:14

Marina: For sure.

731

: 00:41:15

Cool.

732

: 00:41:16

Well, good talk.

733

: 00:41:16

Is there any real life success stories

that we can share for any of our clients?

734

: 00:41:21

Devin: Not speaking directly to, to

client work, but I can remember like

735

: 00:41:26

when I was on the brand side, probably

like the coolest night I had on Black

736

: 00:41:31

Friday, uh, it was when I was working

at Free People and we had, um, done a

737

: 00:41:38

ton of work leading up to Black Friday.

738

: 00:41:39

We had a really great discount.

739

: 00:41:41

And I remember I like went with my manager

that night and we just like got a six pack

740

: 00:41:47

and put like real time analytics on his TV

just to like see like once the promo like

741

: 00:41:54

opened up like the traffic and it was just

like, you know, tens and tens of thousands

742

: 00:41:59

of people hitting the site at once.

743

: 00:42:01

And we just sat there and like

watch the numbers tick up until

744

: 00:42:05

we did a million dollar day.

745

: 00:42:06

And it was the first million dollar

day that we did at the brand.

746

: 00:42:09

And it was just like, you know,

I had a little buzz go and

747

: 00:42:12

it was, it was pretty cool.

748

: 00:42:13

We love seeing the same types of

things for our clients, uh, without

749

: 00:42:17

like, you know, divulging anything to.

750

: 00:42:19

Yeah,

751

: 00:42:21

Marina: I kind of miss those days when

the sale only happened at the 12 a.

752

: 00:42:25

m.

753

: 00:42:25

mark

754

: 00:42:26

Devin: and

755

: 00:42:26

Marina: nobody was

doing sales before that.

756

: 00:42:28

So you really got a front seat to the

virtual doors opening up and people

757

: 00:42:34

starting to come in and purchase and

you're looking at all the data and

758

: 00:42:37

there's so much, and like that chaos,

um, I feel like was a lot more intense.

759

: 00:42:43

before COVID where people were a lot

more, you know, careful and patient,

760

: 00:42:48

um, versus now where it's just

kind of a slow, slow burn approach.

761

: 00:42:52

And you're, you're, you're doing

sales the week before that.

762

: 00:42:55

I

763

: 00:42:56

Nicole: think some kind of trends that

I've seen over my years, all my black

764

: 00:43:00

Fridays and cyber Mondays doorbusters

tend to work well, uh, save them,

765

: 00:43:05

save them for actual black Friday,

release those, you know, if you're,

766

: 00:43:09

uh, Uh, product based business, like

buy into those way ahead of time.

767

: 00:43:14

Like we mentioned earlier, those really

do work, you know, more than one.

768

: 00:43:18

I would say those help to

drive traffic a lot in general.

769

: 00:43:21

You can use those in all your

different marketing channels.

770

: 00:43:23

They tend to not just buy door busters.

771

: 00:43:26

I know that's often a concern.

772

: 00:43:28

I think another concern that we

often see too, is businesses are

773

: 00:43:30

concerned about the lead up of.

774

: 00:43:34

Discount and the change in discounts

and how their customer sentiment is

775

: 00:43:39

sort of like, are they going to be

scared that, or are they going to be

776

: 00:43:42

upset that cyber Monday was better

than black Friday kind of thing, which

777

: 00:43:46

oftentimes we do see a better cyber

Monday than black Friday discount.

778

: 00:43:51

And that is oftentimes shorter

than black Friday and you have

779

: 00:43:56

less inventory to choose from.

780

: 00:43:58

So it's really a trade off.

781

: 00:43:59

And I have not seen as much as

we've seen concern about that.

782

: 00:44:03

I have not seen any sort of

widespread negative customer

783

: 00:44:07

sentiment about a better cyber

Monday deal than a black Friday deal.

784

: 00:44:12

And we tend to hear that over

and over that concern from, from

785

: 00:44:15

leaders at different brands.

786

: 00:44:17

But I think customers are used

to that and there's a trade off.

787

: 00:44:20

Like I said, if you're in the

month, the discount's not as good.

788

: 00:44:23

You're getting a better choice of product.

789

: 00:44:25

Once you get into a better discount.

790

: 00:44:28

You have less choices.

791

: 00:44:29

It's it's it's an age old trade off

people are we really used to it now

792

: 00:44:35

Marina: Yeah, that's correct.

793

: 00:44:35

That's true.

794

: 00:44:36

Well some final thoughts as we wrap

it up, um starting with the website

795

: 00:44:42

Don't forget to optimize it for mobile.

796

: 00:44:44

That's one takeaway I can give you

make sure that your pages are not just

797

: 00:44:49

awkwardly responding to my device size

and the blocks are long and weird and

798

: 00:44:55

the text is somewhere down the bottom

have designed that specifically for the

799

: 00:45:01

mobile and have it look just as good as

on desktop because like I said expect

800

: 00:45:07

all those sales to be coming in through

the mobile devices and it's just a

801

: 00:45:12

Basically desktop is going out every year.

802

: 00:45:14

We see this less, less and less until

it's just going to be gone one day.

803

: 00:45:18

So just put all your efforts into

making the website as optimized as

804

: 00:45:22

you possibly can for our phones.

805

: 00:45:25

Devin: I think on the paid ad

side, I would stress the importance

806

: 00:45:30

of data and using it to kind

of guide your decision making.

807

: 00:45:34

If you don't have data from this

time last year, look at your, your.

808

: 00:45:39

Couple of last recent months, get an

understanding of how things are going.

809

: 00:45:42

And also make sure that you're

capturing that data to use next year.

810

: 00:45:46

Right?

811

: 00:45:46

So like that means like adding

UTM tags to your platforms, making

812

: 00:45:50

sure things are tagged up and that

just doesn't apply to paid ads.

813

: 00:45:53

That's on the email side.

814

: 00:45:55

That's on affiliates, all

of your other channels.

815

: 00:45:57

And then finally, you know, double

down on the things that are working.

816

: 00:46:01

Like you don't have to

completely reinvent the wheel.

817

: 00:46:04

If you're a bigger, more established

brand and you're going to go out and do a

818

: 00:46:07

very cool like photo shoot and get great

photography or video done, that's great.

819

: 00:46:11

But if you're not like, you know,

and you have some ads that have

820

: 00:46:14

worked for you in the past, Just

update them with like promotional

821

: 00:46:18

messaging, you know, things like that.

822

: 00:46:20

And you're off to the races.

823

: 00:46:22

Nicole: I would say for email, look

at your full ecosystem of emails.

824

: 00:46:27

We mentioned welcome series.

825

: 00:46:28

We wouldn't mentioned transactional

triggers, things like that.

826

: 00:46:32

Even your shipping confirmation, email,

those things take time to update.

827

: 00:46:36

So.

828

: 00:46:37

Email, you really need to get

started sometime in September.

829

: 00:46:40

So updating your messaging, like I

mentioned earlier, taking a look at every

830

: 00:46:44

single opportunity when it comes to the

type, the emails that you're actually

831

: 00:46:49

sending out, update your photography to

be fresh, update your messaging and think

832

: 00:46:55

about it from a new customer standpoint,

because hopefully you'll have many,

833

: 00:46:59

many new customers signing up for email.

834

: 00:47:01

Marina: And if you have any questions or

issues with any of what we just talked

835

: 00:47:05

about, don't hesitate to reach out.

836

: 00:47:07

We are golden digital.

837

: 00:47:09

co.

838

: 00:47:10

We do all of the things

we just talked about.

839

: 00:47:12

So if you need help here to help for sure.

840

: 00:47:14

Thank you guys so much.

841

: 00:47:15

I think this was a good discussion,

especially for our first podcast slash

842

: 00:47:19

webinar, and I hope if you're still

watching, you found this valuable.

843

: 00:47:23

Don't forget to like subscribe.

844

: 00:47:25

We have a lot more coming up.

845

: 00:47:27

We have a lot more

knowledge to share with you.

846

: 00:47:29

So yeah, stay tuned.

847

: 00:47:31

Devin: Good, fast, or cheap podcast, baby.