Ruslan Galba DTC Marketing

Part 2:

The task includes:

- Generating five creative TikTok video ideas that highlight different aspects or features of {Brand} ({Feature 1}, {Feature 2}, {Feature 3}, and two additional aspects/features). Each video idea should be unique, engaging, and attuned to the interests and preferences of the {Target Audience}.

- Developing engaging and concise scripts for each of these video ideas. Each script should effectively communicate the key points, sustain audience engagement throughout the video, and end with a powerful call to action encouraging viewers to visit the {Brand} website and {Desired Action}.

Please follow these additional guidelines:

- The TikTok video ideas should be well-thought-out, feasible, and resonate with the brand's tone and style.

- The scripts should be engaging, easy to comprehend, and concise while effectively communicating the key points.

- Both the video ideas and scripts should underline the product's unique selling points and coincide with the overarching business objectives of the startup company.

The structure of your output should be as follows:

-Five TikTok video ideas

-Script for each TikTok video idea

💎 ChatGPT Prompt Of The Week

This is “all you need” prompt for ChatGPT to create a killer TikTok ad script. Can be also reframed to us for Meta.

Copy. Paste. Fill in your product. Enjoy 😋

Part 1:

You are an AI TikTok ad strategist, specialized in devising compelling and informative TikTok videos for a startup company's innovative {Product} known as {Brand}, tailored for {Target Audience}. {Brand} has distinct features like {Feature 1}, {Feature 2}, and {Feature 3} that set it apart from its competitors.

You are an AI TikTok ad strategist, specializing in devising compelling and informative TikTok videos for a startup company's innovative {Product} known as {Brand}, tailored for {Target Audience}. {Brand} has distinct features like {Feature 1}, {Feature 2}, and {Feature 3} that set it apart from its competitors.

Utilizing your expert understanding of TikTok ad creation, audience engagement, and scriptwriting, your task is to create an all-encompassing TikTok ad strategy that would effectively communicate the unique selling points of {Brand} to prospective customers, generate enthusiasm around the product, and result in increased website visits and product inquiries.

❓ What factors cause CAC to rise and fall?

- Spend Volume
- Consumer Confidence
- Past Performance

Yes, there are fluctuations on ad platforms. But these are underestimated foundational reasons.

😎 Announcement! We're launching the DTC Marketing newsletter with our team tegra.co

That would be a weekly pack of advertising, retention and CRO tips & tricks. Practitioneers for practitioneers.

Get in the first! Issue 001 will be sent out next week.

Help us to spread the word. DM me @iamgalba to get an early invite

💬If you are losing money as a business sometimes the answer is to spend more money.

This is extremely counterintuitive for a lot of brands and can be a scary thing.
When is this the case?

- When your opex is high
- When retention is where your niche is making profits

🕯 Measure aMER instead of CAC

Especially for Fashion & Apparel brands, I noticed that CAC was roughly correlated with First Order Revenue (nAOV).

If customers were purchasing higher-value products, it took more ad spend to acquire those customers. In such cases, brands are willing to accept a higher CAC with a corresponding higher nAOV.

So, if nAOV and CAC move together, it might make sense to model a metric that combines both of those.

This is where aMER metric comes into play: Acquisition Market Efficiency Ratio (aMER = Total New Customer Revenue / Total Spend).

This metric lets marketers know how efficiently they’re acquiring new customers, including high AOV and low AOV ones.

🖥 All the best posts in one place

Hey channel! As our community grows up I’ll be updating this pinned post with the best guides and insights.

Forward it to your Saved Messages to get back and check up on what’s new.

🟢Why are you here? Introduction
🟢Why you shouldn't work with me?
🟢When it’s time to hire an agency?
🟢What I’ve learned building my own e-commerce brand?

Case studies

🟢One
🟢Two
🟢Three
🟢Four
🟢Five
🟢Six
🟢Seven

Tools

🟢Best guerrilla marketing tools
🟢6 reasons why choose Shopify
🟢Top Shopify apps we use for every e-commerce project
🟢Top project management tools

Ads

🟢How to use Shopify Audiences
🟢Test different offers + examples
🟢Meta ads KPIs for video ads
🟢What’s causing high CPMs and CPCs on Meta ads?
🟢Cheat code ad spy & save tool
🟢How to warm up new ad account and teach the pixel
🟢How to overcome creative fatigue on Tiktok ads

Email/SMS

🟢Why segmenting your email list
🟢7 steps to improve your open rate
🟢Emojis + Sender Name = 13% higher open rates
🟢Brand’s birthday email ideas
🟢Data-driven email send time optimization
🟢Who is Mark Mustermann

CRO

🟢Website speed vs CRO
🟢How to setup GA4 on Shopify
🟢How to launch flat-lay vs on-model image A/B test on the collection page
🟢4 offer amplification techniques
🟢Gift options in menu

Finances

🟢How to structure M&A deals

High Ticket E-Commerce Playbook

🟢Part 1: Scaling to $1.38M in revenue with the omni-channel approach
🟢Part 2: Creative & landing page

Crypto

🟢Top 3 crypto exchanges
🟢Top 5 crypto tools

💬 Q&A

“Hi all, curious about website performance. We've seen a lot of different articles relating to this, about how site score improvements can affect CVR, etc. However, when running lighthouse on many of the top ecom sites we see their scores are super low.

Curious if this area is a needle mover for people? Or if investment here doesn't really translate to better revenue.”

✔️ I think as long as it isn’t absolutely abysmal you’re good. If pages take 5 seconds to load - yes it’s going to tank. But .5 seconds versus .8 won’t make a difference.

If that’s under 2-3 seconds, then decreasing load speed will be at the area of diminishing returns as you optimize further. Not to mention that it’s getting harder to make it faster from that point.

CRO optimizations will be a better ROI initiative. Some ideas to test:

- Price point
- Main headline
- Supportive sub-headline
- Main picture
- Adding shop-able video overlay or section with Tolstoy
- Adding highlighted testimonial to the buy box

Tools to consider for A/B testing on Shopify:

- A/B Convert
- Elevate
- Intelligems

For A/B testing on any other platform, but also suitable for Shopify:

- VWO
- Optimizely
- Google Optimize (free, but will be closed by Google on September 30)

⚡️ Why are you here? Introduction

Hi 👋

Welcome to my channel. I’m glad to have you here!

Here you’ll find actionable advice and case studies from practitioners on how to grow a thriving DTC business.

Everything related to:

🟢Marketing strategy
🟢Ads
🟢Customer support
🟢Fulfilment
🟢Finances

Just a quick intro about me.

My name is Ruslan Galba. I’m a Stanford graduate.

For the past decade, I’ve been advising and consulting marketing strategies for the boards of DTC businesses like Onnit, Goli, Obvi, Mudwtr, Prestige Labs (Alex Hormozi brand), Mr. Davis, and Scanlan Theodore.

My team tegra.co is capable to help with the execution of advertising, email/SMS marketing, and CRO.

Want to work with me and my team? Book a spot in my calendar for an intro call.

You can find me on Twitter, LinkedIn, Facebook and Instagram

Hope you’ll enjoy the insights and have fun here 🤝

🔼Email Marketing is the index fund of marketing:

- Unsexy
- Secure
- With predictable returns

💡Test different offers with your email marketing or ads:

- Free gift with the purchase
- Free digital product
- Buy 2 get 1 free
- $ amount off
- % off

Don't limit yourself with one, try all of these with your offer and see what works best

💬 Instead of writing all your copy from scratch:

1. Go to the Meta ads library
2. Search competitors
3. Find their best ads
4. Identify their top persuasive tools
5. Use those to create your ads

Work smart instead of hard.

🕯 Branding ≠ advertising
Branding ≠ marketing
Branding ≠ design
Branding ≠ sales
Branding ≠ pr

Branding = the foundation on which all of those are built.

📣Brands should focus on customer retention and lifetime value, especially as advertising costs and uncertainty continue to climb.

Prepare to invest more in your customer experience, and build a community that keeps customers coming back.

Unpopular Opinion: nearly every DTC brand cares too much about brand.

Brand advertising when you're doing under $15M a year is nuts.

You build a brand by getting sales, not impressions. Focus on revenue, and you'll build a brand before you know it.

If you are a DTC brand spending less than $10K/month on ads DO NOT hire an agency. That would be a waste of money at that scale.

I'm looking to meet operators/investors/creatives in the DTC space

Let's talk!

❓ What are some of the best landing pages you've seen out there for DTC brands?

〰️ Last week, Shopify announced via Editions that Shopify Audiences 2.0 has launched and with 2x better results.

We've been testing Shopify Audiences since Day 1 and have noticed marked improvements over time.

SA 2.0 has actually been live for quite some time and I notice highly consistent results across the board. Since Editions came out last week, we've started some A/B tests on SA vs Broad targeting.

Wanted to share what we often see (see attached screenshot):

🟢Mid-intent, Mid-reach outperforms the other 2 Shopify Audiences (High-intent, low-reach, and low-intent, high-reach)

🟢Mid-intent outperforms or similar to Broad targeting

🟢Shopify Audiences have astronomical CPMs, compared to Broad targeting, BUT the astronomical conversion rate lift outweighs the CPM premium

🟢In this instance, CPA is roughly the same, but SA was able to acquire customers with 20% higher AOVs (small data set but significant and a common finding)

I understand there are many "let the creative do the targeting" stans out here, which I agree with for the most part.

However, I've been a big advocate for intent-based audiences (not interest-based) for over a year now.

Intent-based audiences can be built w/ a massive pool of 1st-party data (like Shopify Audiences). There are others out there I have my eye on.

The goal is to acquire higher intent customers that will have higher LTV for your brand. Also, the higher quality your traffic (evidenced by higher conversion rate), the better the signals you send back to the ad platforms to optimize from.

An interesting study for Shopify would be to analyze LTV of Shopify Audience-acquired customer cohort and compare to non-Shopify Audience-acquired customer cohort.

It's clear as day that Conversion Rate on SA is far better than non-SA on Meta ads.

I advise everyone out there who is eligible for Shopify Audiences give it a go in their ad accounts. Testing is everything, find out for yourself and please share your results!