🛍 DTC Daily - Tuesday, Mar 28

📈 E-comm tips from Shopify's president

📰 TL;DR - Entrepreneur magazine sat down with Shopify President Harley Finkelstein who gave some actually great advice. Harley, in particular, is a big fan of the "1,000 true fans" concept. It's been around a long time and it's basically the idea that you don't need millions of fans or subscribers or whatever. You need small, stable base of fans — or in this case, customers — who are diehards. People who truly support your brand and believe in your mission. And that's just one of seven topics Harley gets into.

💡 Insight - The other topic I want to call out, that Harley mentions, is that you need to become part of the community you're serving. He uses FIGS, a scrubs brand, as an example. They got their hands dirty by talking directly with nurses and doctors to get every part of the products right. The point here is authenticity. More than a buzzword, being authentically part of a community, or subculture, or demographic allows for true connections with your customers.

➡️You can read the article here...

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🌱 It's hard out there for cannabis brands

📰 TL;DR - Retail Brew took a look at Gotham, a cannabis brand that wants to "change the narrative." They're certainly not the first cannabis brand with that ambition, but like the others, they have a lot of hurdles. Despite cannabis enjoying increasing legalization in the US, the federal laws are a big bummer for entrepreneurs, from taxes, to credit card processing, to ad regulations, to finding willing investors.

💡 Insight - This is a must-read if you've ever toyed with getting into cannabis sales — it's a very complex world to navigate. Although things are slowly improving, it's not an industry to step into lightly. It's also interesting watching this unfold from here in Canada where it seems like there's a hip pot shop on every corner now.

➡️You can read the article here...

✨ How to build a pre-sell page that converts

📰 TL;DR - This Twitter thread digs into the strategy of using a pre-sell page between an ad and a product page. Specifically, Oliver Kenyon says he's found success with placing a listicle landing page — a numbered list that highlights the benefits of a product. Pre-selling it, if you will. He gets into exactly how to build the page, with a CTA to end it. And yes, there are examples!

💡 Insight - This is a creative solution to really highlight your products instead of going straight to the hard sell. It's also another opportunity to showcase social proof and provide an offer to potential customers. It's also interesting that he emphasizes formatting a listicle to look like it's in a proper publication, with a byline, author headshot, and headline. It gives that feeling of reading a shopping article from BuzzFeed. Give it a try!

➡️You can read the tweets here...

🎯 Keep 'em coming back with Google Ad retargeting

📰 TL;DR - Ad retargeting is getting your marketing in front of customers who've visited you before, but perhaps didn't complete a purchase. It's a smart strategy and this guide gets into how to do it. It also makes your Google Ad spend more effective because you're getting those ads in front of people who have already shown some interest. And, it's cheaper. For context, a typical Google search ad costs an average of $2.69 per click, while a retargeted ad averages $1.23 per click.

💡 Insight - Maybe you're already on the retargeting train, but if you're not, you should be. In fact it should play a key role in your Google Ads strategy. I can say from my own shopping habits that if I abandon a cart but keep getting ads for that site, odds are great that I'll be wooed back.

➡️You can read the article here...

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