Tuesday, July 9

🗣 Running a B2B and want to reach 45,086 DTC Brands? Start here

Ask Ibrahim: If you need advice for your business, ask our DTC expert here

WHAT’S HOT ON SOCIAL MEDIA

Great advice by Ash here! One more thing you should remember is, make it extremely easy for your subscribers to swap, pause, resume, and change frequency of their subscriptions. And while “cancel subscription” option doesn’t have to be right in front of their eyes, make sure you don’t hide it in some place that no one can find. If someone really wants to cancel their subscription, make sure they can find it in 30 seconds after logging into the portal or this loyal customer, who may return after a while, but if takes much longer, they’re instead going to be mad at you and you might lose that customer forever.

LEVANTA

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A Landing Page Research Hack Nobody Will Tell You About

Observing your competitors and what's working for them will give you valuable insights that you can adapt for your brand.

But how do you do that?

A Great landing page research hack by Dave to help you keep an eye on your competitors.

IBRAHIM’S NUGGETS

Heyyy, hope you crushed your Monday!

Most people don’t realize HOW incredible TikTok Shops is working for products that fit naturally into content. Energy drinks, skincare products, beauty products, cookware, etc. It’s all doing so well on TikTok Shop, and most people set it up wrong, and it's not their fault.

TikTok shop is something that TikTok’s internal team has been highly focused on building, and they’ve done a commendable job on it. Meta tried to launch their version of shopping, as did Snap and YouTube, but no one has done it as well as TikTok. Not only has it been game-changing for merchants, but they also built the best affiliate program overnight.

Anyone with a TikTok account can create a piece of content, and when they tag a product, they’ll earn a few bucks per sale. On average, I’ve seen these hover between $2 to $5 per product. Some creators are making $700 to $2,000 per week with just a few videos tagging products.

In setting up TikTok Shop, they have a much deeper onboarding for brands. You not only have to link your commerce platform and product feed, but you also have to fill out a bunch of product information, which allows them to segment better and understand what you’re interested in buying, what color shades you’re purchasing, whether you’re interested in all-natural or regular skincare and beauty products, etc.

The personas that TikTok is building in real-time to understand then what you’re likely to purchase and serve you content for those products is why you need to take advantage of this gold rush. Plus, if you run ads on TikTok for something with a low AOV, you’ll 2-3x conversion rate of your ads just by having the Shop integration versus sending people to a website. It’s like ShopPay’s one-click checkout impact, but on steroids.

The downside is, the AOV is generally lower from TikTok Shops versus your Online Store channel, but if the math makes sense (factoring in CPMs, CPCs, contribution margin, shipping, etc), then why not run it?

The mistake I made when setting up TikTok Shop is using the Shopify app for TikTok to do it. Their app makes it impossible to have a smooth setup. Instead, use the “AfterShip Feed for TikTok Shop” app.

Once you install that, set up your products individually in the TikTok Shop. If you can, I would recommend doing it manually, one by one. This way, you focus on writing unique descriptions that make sense in the context of someone who just clicked your product card on a random video. They need to be educated on the problem, how your product is the solution, how your product differs from others, social proof, and reasons to buy. Between the text description and the carousel of imagery, you need to think of that real estate like a landing page.

Include customer quotes in the imagery, awards, use cases, etc. The Simple Modern Amazon PDP images are good inspiration for this lens of thinking.

Once your product is approved, set up your affiliate program. Add a bounty for every product that someone sells, and begin promoting it in your messaging when talking to creators/influencers or even customers that you identify as more likely to create content.

On TikTok Shops, you’ll notice they prioritize social proof more than anything. As soon as you open up a product card, there is a review score based on reviews collected from customers who have purchased through TikTok Shop only. There is also a counter of how many units have sold. Both things make it tough to get your first few sales, but separate you from silly copy-cats down the road.

A friend of mine has one of the most sold products in TikTok Shop, and he now has copycat sellers popping up with a rip-off of his product. However, his product badge has tens of thousands of sales associated with it, making it harder for those frauds to rip him off.

If you’re not planning to get on TikTok Shop, why not? If you have a product that sells on subscription, you could probably put together a higher AOV bundle to use on TikTok Shop. Let’s say you sell mushroom coffee on a subscription basis. You won’t be able to get the subscription token via TikTok Shop, but you can sell a bundle with a higher AOV, a gift with purchase, or even just sell branded merch. If you sell hardware with a subscription attached to it, like a Jolie, then sell the shower head with a prepaid subscription, or just the hardware itself, and in the fulfillment of TikTok Shop orders, add a sticker to remind people to subscribe.

I think everyone should be on TikTok Shop. I’ve had the pleasure of spending some time with their team, and this is just the beginning of what’s to come. This is a big focus for them, and the sooner you are live on TikTok Shops and collecting social proof (purchase count + reviews), the more you’ll benefit from it.

Alright folks, that’s it for today!

IN THE NEWS

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Retailer Expands Verint AI-Powered Bots Across E-Commerce and Contact Center

Have any questions that you need help with?

Ask here - and look out for Fridays Issue where Ibrahim will answer them.