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Matt Edmundson: Well, hello and
welcome to the e-Commerce podcast

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with me, your host, Matt Edmundson.

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The E-Commerce podcast is all about
helping you deliver e-commerce.

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Wow.

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And to help us do just that today,
I'm gonna be chatting with Colby

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Flood from Brighter click about
how to develop a creative strategy

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for your brand's advertising.

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But before the magnificent Colby and
I jump into that, let me suggest a

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few other podcast episodes that at
some point I think you should check

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out, uh, try the ultimate Facebook
ad strategy for your e-commerce

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business with Meredith Kallaher.

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She was an absolute legend, uh, and
How to 10x your investment with an

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agency partner with Chase Clymer.

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Great conversation with Chase about that.

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You can find both of those and our entire
archive of episodes on our website for

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free at ecommercepodcast.net, which
coincidentally also has the ability

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for you to sign up to our newsletter.

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And each week we will email you
all of these links, plus the links

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and notes and transcript from
today's conversation with Colby.

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You, if you are on our newsletter
list, you'll get direct to your inbox,

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totally free, totally automatic.

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It's amazing.

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It's brilliant.

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Do it.

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Sign up now.

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Have a go.

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Uh, this episode is brought to you
by the e-commerce cohort, which

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helps you deliver e-commerce Wow.

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To your customers.

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Colby, I am sure just like me, you
have come across a whole bunch of

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folks stuck with that e-commerce
website, or they've just got siloed

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into working on just one or two areas.

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And miss the big picture, something I know
we're gonna get into today's conversation.

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Funnily enough.

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Uh, well enter the e-commerce cohort
to solve this particular problem.

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Cohort is a lightweight membership group
with guided monthly sprints that cycle

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through all the key areas of e-commerce,
the sole purpose of which to provide you

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with clear actionable jobs to be done
so you will know what to work on and

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get the support you need to get it done.

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So whether you're just starting out
in eCommerce or if, like me, you're

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a well established eCommercer, you've
been around a wee while as they say.

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Then can I encourage you to definitely
check out ecommercecohort.com,

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uh, or email me directly at
matt@ecommercepodcast.net with

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any questions that you may have.

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ecommercecohort.com is today's sponsor.

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So do check them out.

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And actually, what I should have done
and didn't do, Colby, is I should

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have put the thing on the screen.

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There you go with the WebLink.

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If you're watching the YouTube
video, uh, that's, that's my bad.

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Uh, anyway, let's get into this.

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So Colby founded Brighter click in
2019 to create an education first

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agency that focuses on performance and
proactive communication led by education.

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He hired his first team member in 2020
and saw 300% growth in the next 12 months.

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By 2022, they had managed over $20 million
in ad spend for their clients, and the

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agency has seven full-time employees.

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Brighter Click helps e-commerce
companies just like yours, just

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like mine, 2 to 3x their current
Facebook marketing performance.

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They are the only agency that leads
all communication through education.

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That is all a big, uh, interesting
statement Colby, and I'm

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super keen to get into this.

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So welcome to the show.

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Thank you for joining us all the
way from Raleigh, North Carolina.

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Great to have you here.

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How, how are we doing today?

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Colby Flood: I'm doing well.

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Thanks for having me.

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I'm excited to, uh, see
what we can unpack today.

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Matt Edmundson: Oh yeah,
absolutely, Absolutely.

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So tell me about Brighter Click and,
and what, what's, what is Brighter

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Click, what does it do and why?

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Colby Flood: What is brighter click?

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That's a great question.

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So we are a team of high achievers.

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Does that sound motivational there?

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Matt Edmundson: We need some, we
need some funky music, don't we?

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To go, We are high achievers.

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Yeah.

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Sorry.

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Carry on.

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Colby Flood: Okay.

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Eighties corporate video . Um,

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Onboarding new team members?

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Yeah, so we're an agency.

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We started out focused on uh,
Facebook, Instagram management.

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We really niched down to
e-commerce in that area.

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One thing we've been moving towards as
of late is also focusing on creative

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strategy, cuz we see kind of the writing
on the walls, that, that's where the

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industry is going with things is the focus
on creative for paid media and specific.

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So we work with clients, um, to provide
paid media strategy and production.

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And I'll emphasize strategy and
we can talk about that later.

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And also paid ad management as well.

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Matt Edmundson: So how did you, how
did, because this has been around

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since what, 2019 did I say in the bio?

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Um, yeah.

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So what were you doing before
you started Brighter clicks?

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Colby Flood: Yeah, good question.

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So, um, I had worked in house with,
uh, companies doing marketing and

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always saw that divide, um, between
communication with the company and the

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agencies that we were working with.

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And I started going freelancing
before I started Brighter Click.

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Mm-hmm.

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. And if you want me to be frank with
you, in the intro you said started.

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2019 hired first team member, 2020
felt like I needed to be official

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and have a company name and not just
be Colby Flood as I was freelancing.

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So, uh, started it January, 2019 and
then, um, just continued to scale up.

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The client base continued to
scale up the work until I mm-hmm.

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needed to bring on people,
uh, to keep growing that way.

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Matt Edmundson: Yeah, it's interesting the
amount of people that I speak to, Colby

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that started off, they were in a company.

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They learned some stuff.

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Yeah.

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Thought they could do it better or
different or for whatever reason, um,

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Providence, whatever you want to call it.

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Uh, they then set up their own little
sort of freelance agency, do quite well,

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and they, they quite quickly grow their
freelance business into a full on agency,

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especially around sort of marketing type
stuff, which is, which is quite interest.

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It's quite an interesting journey
for me to see people go through that.

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And you're, so, you're not the exception.

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That's, that's for sure.

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Um, but here you are, the founder,
CEO of Brighter Click . And you,

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you started out with this statement,
the writing is on the wall for paid

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media, but you're a paid media, or you
started out as a paid media agency.

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So what do you mean when
you say that Paid media?

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The, the, the writings on the wall.

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What does that mean?

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Because it sounds, if I'm honest with
you, it sounds a bit kind like, whoa.

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Okay.

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Uh, that's a bit high and intense.

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So I wanna pay attention to this.

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Colby Flood: That's a good Gary v
eye catcher statement there for you,

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Um, yeah, yeah, yeah.

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So, uh, the way we've seen it is, so over
the past year, year and a half, all you've

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heard about is all these updates, right?

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iOS 14.5, Facebook's losing
targetability with audiences.

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We're losing match rate with
our pixel to retarget people.

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The platforms are seeing damage
from that because they're losing

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trust with the channel to market on.

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And then we're seeing for marketer
perspective, we're losing data, right?

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We can't do as much.

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About two months ago, two and a half
months ago, um, from the time of this

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recording, Google put out Performance Max.

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Facebook put out Advantage Plus.

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Now, some people may see positive,
some people may see negative, but

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these are like the V1 of the platform
doing the media buying for you.

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Even TikTok just came out
with in the past week.

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New targeting abilities to where
if you really look at it, it's

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just a simplified targeting.

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You can choose people who may be
interested in buying makeup or

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people who may be interested in
buying bikes, which is just taking

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three or four targeting tactics and
making it a click button, right?

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Mm-hmm.

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, the platforms are starting to automate
the media buying, and there's gonna

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be one thing left for marketers
to pool lever wise, and that's

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gonna be creative in messaging.

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So if you think about it, 2015,
Prime time for Facebook ads.

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It was all about audience and, uh,
bid cap and campaign structures,

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CBO abo and what are you doing?

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And there wasn't as much
focus on the messaging.

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You could throw up an ad,
you could get 10 x return.

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That's not the case anymore.

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And we're having to go
back to being marketers.

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It's not as much about growth
hacking tactics now it's

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about marketing and messaging.

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So I believe in the next two years.

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Um, we're gonna see the platforms really
automating all the media buying and the

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purpose of a media buyer is going to
either transform or diminish because

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it's gonna be about creative strategy.

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That's my personal opinion with it.

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Matt Edmundson: That's really
interesting cuz I, I, we've had people

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on the show talking about, you know,
the effects on like Facebook Ads.

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Um, I'm just gonna pick on Facebook ads,
um, because they were the ones in the

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headlines over the changes with iOS.

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Yeah.

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And a few of the bits and bobs.

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And so, um, we've had people on
there say, No, it's not as bad.

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Everything's okay.

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Life's still good.

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And we've had people coming on going,
Oh man, the, the world is fallen

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out of our, you know, the bottom's
fallen out of the world right now..

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And so what you are saying is, is it
seems to be fairly consistent with

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what I'm hearing across the, And to
be fair, what I'm experiencing my own

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e-commerce businesses, that actually
the, the, with Facebook ads, um, it

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has become a lot harder to get some
kind of value out of, uh, Facebook ads.

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And one of the things that you said
that I just wanted just to touch on

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a little bit is the other comment
you said is the channels are losing

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or the channel is losing trust.

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And what do you mean by that?

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Colby Flood: I've heard.

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So you keep seeing in reports.

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Um, where is marketing
budget gonna go in 2023?

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Right.

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And as I get on sales calls with
potential clients, I hear time and

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time again, we're not sure Facebook
is still the place to be marketing.

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Maybe we need to be doing a
different channel cuz people

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aren't seen as good results.

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So I think there's a general buzz
about Facebook that people just

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aren't as confident in it in 2022 as
they were in 20 16, 17, 18, right?

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Mm-hmm.

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And people were believing because
of the shifts that we've had that

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maybe it's gonna have some troubles.

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And of course, Zuckerberg's been working
on Metaverse and all these news things

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and all this stuff is happening, so
I think its just kind of shifting

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people's perspective a little bit.

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We're still seeing great
performance, um, on Facebook ads.

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It's just not as easy for smaller
brands as it used to be Facebook ads.

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Matt Edmundson: So, and that's an
important point because I'm like

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the guys that have been calling you
on the phone, I'm set, I'm sat, I'm

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literally sat here talking to the guys
in our marketing team , Uh, we had

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a brainstorming session last week.

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You know, we went out and we, uh, for
one of our econ businesses, and,mand

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one of the questions I asked the team
is, Listen, do we, do we even spend

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money on Facebook ads next year in terms
of, you know, budget and performance?

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Given what we are seeing at the,
the moment, the way it's going, and

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actually just the sheer avalanche of
people as in the end user who are not

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using Facebook or Instagram anymore,
you know, just so it seems to me to be

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both sides that ads, the ads people are
leaving, but also the users, they're

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not using it as much as they should.

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I'm sat here as an ecom
business thinking about that.

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Um, but I, I then I, I've just heard
you say, actually you can still

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get great performance with the ads.

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So should I bail or should I stay?

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Uh, is the, is the question.

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Colby Flood: Can I ask you
a few targeted questions?

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Do you mind?

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Matt Edmundson: You go for it.

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No, no, absolutely.

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Colby Flood: What's your,
what's your AOV for your store?

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Matt Edmundson: Uh, about in
Sterling it's about 50 Sterling.

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Uh, so it's whatever, about $60.

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Colby Flood: And refresh me
on your product type or your,

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Matt Edmundson: So the site
that I was talking about is the

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site which sells these, It's the
supplements, the vegan supplements.

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Colby Flood: Okay, so here's what
I would tell you, and kind of going

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towards creative, uh, Facebook ads is
getting more difficult for non-well

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known branded companies or products.

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Mm-hmm.

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, right?

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Um, and specifically with supplements,
because that can be a more difficult niche

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to be in in terms of marketing that way.

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So the key thing that I would really
focus on, regardless of, or regardless,

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whatever the right word is there of
which platform you're gonna go to, is

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making sure to not skip the branding
and the messaging part of the business

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and not saying that you have, just
kind of speaking in generalities now.

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Sure.

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Um.

247
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And focus on making sure you
have your USP marked down.

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And then really go into what is your
messaging gonna be on the platform.

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And there's some great things you
can do specifically for your product.

250
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Things like pr, which
people often forget about.

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Um, but just to kind of.

252
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Loop all that.

253
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Before I go on a long tangent on
creative strategy, cause I'm sure

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we'll loop into that is focus on your,
your ads or your creative budget.

255
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And I always tell people,
10% of your marketing budget,

256
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put that towards creative.

257
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And as you scale your marketing spin, your
creative spin should scale as well, right?

258
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Mm-hmm.

259
00:13:24,255 --> 00:13:29,000
, there's someone, um, there's a marketer
on LinkedIn I saw put out a good statement

260
00:13:29,025 --> 00:13:32,655
saying like, if you purchase a Super
Bowl ad, you're not just gonna throw up

261
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some creative, you're gonna be spending
tons and tons of money on that ad, right?

262
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Mm-hmm.

263
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, your focus is gonna be on
the quality of that ad.

264
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Social media should be no different.

265
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You should focus on the quality of the
creative you're putting out as well.

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So with a, with a AOV of 50, um,
I mean, it's definitely possible.

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Getting a sub 20 CPA can be
difficult, especially in your niche.

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And I imagine without seeing
your account right now, you're

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probably seeing higher CPMs.

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Mm-hmm.

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, um, and higher CPCs in your account.

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Uh, do you get, do you get rejected
ads at all for your product?

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Matt Edmundson: Occasionally, yeah.

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I mean, we have to reword things.

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Um,

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Colby Flood: and that's one thing to
watch if you, if your ratio to rejected

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ads to approved ads gets offset.

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Facebook will naturally raise your cpm.

279
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So what you need to do is you need to
get those ads approved, Don't run 'em,

280
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don't feel the need to, and then launch
a Facebook like campaign with just.

281
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Dozens of ads to reset that ratio,
that'll help out with your CPMs.

282
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But yeah, sorry, I get on tangents here.

283
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I love, uh, kind of going through
those, but I would say don't

284
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top tip, don't abandon ship.

285
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Just don't maybe put all eggs
in one basket if possible.

286
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Matt Edmundson: Yeah, yeah.

287
00:14:38,449 --> 00:14:39,615
No, fair enough.

288
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Well, you've talked about this, um,
the, the idea of putting 10% of my

289
00:14:44,530 --> 00:14:46,215
marketing budget towards creative.

290
00:14:46,785 --> 00:14:50,775
Let me be, um, let's be
super clear at the start.

291
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When you say creative, what do you mean?

292
00:14:54,245 --> 00:14:55,095
Colby Flood: That's a good question.

293
00:14:55,095 --> 00:14:59,625
So, uh, the way I would define it is
what people are seeing for the ads.

294
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So that could be influence or content,
that could be graphics, that could

295
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be video production, that could
be pr to put into your actual ads.

296
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Whatever is going in that 1080 by 1080
or 9 by 16 square for people to look at.

297
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I would say put 10% of your
budget focused on that.

298
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Right.

299
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And there may be spin that goes into the
ideation of it or the, the, uh, tracking

300
00:15:23,130 --> 00:15:24,540
of it, those types of things as well.

301
00:15:25,590 --> 00:15:26,130
Matt Edmundson: I like it.

302
00:15:26,760 --> 00:15:31,380
I like it because what you're saying
is, uh, uh, Colby is, and, and if I can

303
00:15:31,380 --> 00:15:35,820
paraphrase, and maybe you can correct
me if I'm wrong, um, actually Facebook

304
00:15:35,825 --> 00:15:39,704
ads, it's not dead is just different.

305
00:15:39,704 --> 00:15:43,814
And for the longest time, people like
me have just thrown quick, cheap, and

306
00:15:43,814 --> 00:15:48,555
easy content or creative onto Facebook
because we could and we didn't have to.

307
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And it worked.

308
00:15:49,305 --> 00:15:49,635
You're right.

309
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And we didn't have to think about it.

310
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But in the world in which we
now live, actually, I really

311
00:15:55,214 --> 00:15:56,265
have to think about that.

312
00:15:56,270 --> 00:15:59,415
If I want to come out on top, right,
I have to think about this creative.

313
00:15:59,415 --> 00:16:01,905
I have to think about the,
the quality of the creative.

314
00:16:01,964 --> 00:16:03,495
Am I, am I understanding that right?

315
00:16:04,425 --> 00:16:08,099
Colby Flood: Yes, and I'll give you,
uh, some validation to that, which is,

316
00:16:08,160 --> 00:16:12,780
uh, I've, we have a couple of kind of
enterprise clients and I was on a call

317
00:16:12,780 --> 00:16:17,819
with them, one of them before this call
here, and they just let me know that

318
00:16:17,819 --> 00:16:22,500
Facebook just announced, cuz they were
in the initial run of it, like three

319
00:16:22,709 --> 00:16:26,699
or four days ago, that it's launching
an accelerator program very similar to

320
00:16:26,699 --> 00:16:28,980
TikTok, where it will match companies.

321
00:16:29,595 --> 00:16:34,215
That get approved to be in the
program with a content creation agency

322
00:16:34,605 --> 00:16:36,465
to create free content for them.

323
00:16:36,845 --> 00:16:38,655
Facebook's paying for
it a hundred percent.

324
00:16:38,655 --> 00:16:38,865
Wow.

325
00:16:39,195 --> 00:16:43,275
Cause it's starting to see that creative
is, so they said the categories are

326
00:16:43,275 --> 00:16:48,085
video production, edits on existing
creative or influencer content.

327
00:16:50,084 --> 00:16:50,475
Wow.

328
00:16:51,345 --> 00:16:54,855
Matt Edmundson: So the
Facebook's paying for it.

329
00:16:54,855 --> 00:16:57,765
I, I mean that in itself is a
headline right there, right?

330
00:16:57,765 --> 00:17:00,045
I mean, I've never known
Facebook pay for anything.

331
00:17:00,050 --> 00:17:05,055
So, um, it's quite an interesting,
So I get what creative is, and I

332
00:17:05,055 --> 00:17:08,625
understand that I need, I now need
to start thinking about creative.

333
00:17:08,625 --> 00:17:13,274
So what are some of the building
blocks that you would have me

334
00:17:13,274 --> 00:17:14,885
think about in terms of strategy?

335
00:17:14,889 --> 00:17:16,244
What is creative strategy?

336
00:17:16,250 --> 00:17:17,565
What should I be thinking about?

337
00:17:18,149 --> 00:17:18,540
Colby Flood: Yeah.

338
00:17:18,599 --> 00:17:22,859
Um, and I'll answer that and let
me give you one little tiff here,

339
00:17:22,859 --> 00:17:26,430
one little, uh, pet peeve of mine
as you're looking at creative.

340
00:17:26,550 --> 00:17:30,750
Um, one of the biggest problems you'll
see oftentimes with the quality of

341
00:17:30,750 --> 00:17:35,610
creative is the setup of communication
and responsibilities, which is if

342
00:17:35,610 --> 00:17:40,430
you work with a creative agency and
they are not ideating the strategy.

343
00:17:41,120 --> 00:17:43,290
or they are not hands
on with media buying.

344
00:17:43,500 --> 00:17:43,590
Mm-hmm.

345
00:17:44,070 --> 00:17:49,020
, It oftentimes leaves the business
owner as the creative strategist who

346
00:17:49,020 --> 00:17:52,710
may not be running Facebook ads and
may not have experience on creative

347
00:17:52,715 --> 00:17:56,340
for Facebook ads, communicating with
a graphic designer who's learning the

348
00:17:56,340 --> 00:17:59,790
business and doesn't know Facebook
ads to create the creative mm-hmm.

349
00:17:59,880 --> 00:18:03,645
So one little thing I would say
is make sure there's someone

350
00:18:03,645 --> 00:18:05,145
in that chain of communication.

351
00:18:05,145 --> 00:18:08,805
Ideally, the person responsible for the
strategy that knows Facebook ads very

352
00:18:08,805 --> 00:18:11,685
well and knows creative strategy for them.

353
00:18:11,745 --> 00:18:17,415
But as we're looking at creative
strategy, The key to start is going

354
00:18:17,415 --> 00:18:19,155
to be the research phase, right?

355
00:18:19,365 --> 00:18:19,455
Mm-hmm.

356
00:18:19,860 --> 00:18:21,675
, I'm coming from an agency perspective.

357
00:18:21,675 --> 00:18:24,405
Some of these things will just
kind of mold and adapt if you are

358
00:18:24,405 --> 00:18:25,695
the business doing that, right?

359
00:18:25,935 --> 00:18:26,085
Mm-hmm.

360
00:18:26,355 --> 00:18:27,795
, we always start top down.

361
00:18:27,795 --> 00:18:29,895
So I say there's three levels to creative.

362
00:18:29,895 --> 00:18:32,895
There's gonna be the CMO level, and
that's the person that is setting the

363
00:18:32,895 --> 00:18:37,125
USP, the buyer personas, the messaging
that goes across all channels, right?

364
00:18:37,815 --> 00:18:40,635
You take that information and you
move it to the ad strategy level,

365
00:18:40,635 --> 00:18:41,565
which is what we're talking.

366
00:18:42,260 --> 00:18:46,010
Which is going to be determining
what part of the USP and the

367
00:18:46,010 --> 00:18:48,740
messaging and the personas you're
gonna try to hit with your channel.

368
00:18:49,100 --> 00:18:52,790
And then the, the next level is
going to be the actual graphic

369
00:18:52,790 --> 00:18:54,139
design work, the creation of it.

370
00:18:54,230 --> 00:18:58,460
So I would start by looking at the
brand Bible and the brand guidelines,

371
00:18:58,460 --> 00:19:00,590
making sure we fully understand the usp.

372
00:19:00,590 --> 00:19:04,730
And ideally if you have like
brand voice or brand identity.

373
00:19:04,730 --> 00:19:07,520
So let's say friendly,
approachable, um mm-hmm.

374
00:19:08,150 --> 00:19:09,170
, funny, those types of things.

375
00:19:09,990 --> 00:19:13,980
Looking at how you can match those to
different levels of the funnel if you're

376
00:19:13,980 --> 00:19:16,740
wanting to kind of be targeted that way.

377
00:19:16,860 --> 00:19:17,220
Okay.

378
00:19:17,610 --> 00:19:22,050
And then we want to start doing research
on the brand and also your competitors.

379
00:19:22,050 --> 00:19:27,090
So I would look at doing competitor
research, going through the competitors

380
00:19:27,090 --> 00:19:31,830
Facebook ad libraries, and looking
for, And when I say messaging and

381
00:19:31,830 --> 00:19:36,405
themes, The goal is to be as broad
with it as possible to start.

382
00:19:36,405 --> 00:19:37,065
And here's what I mean.

383
00:19:37,065 --> 00:19:42,915
So go through your competitor's ads and we
wanna see from their messaging, if they're

384
00:19:42,915 --> 00:19:49,335
talking about things like founder story
or benefits of use, or ingredients and

385
00:19:49,335 --> 00:19:53,595
supplements, like what are the super high
level things that they're talking about.

386
00:19:53,925 --> 00:19:57,975
And with the creative, we wanna
look for creative structures.

387
00:19:58,005 --> 00:20:01,545
And my best way to explain that is
if you go to three or four of your

388
00:20:01,545 --> 00:20:05,190
competitors, , and you especially
see this in the clothing companies a

389
00:20:05,190 --> 00:20:07,080
lot, and you look at their creatives.

390
00:20:07,085 --> 00:20:08,639
If you're looking at it from a.

391
00:20:09,135 --> 00:20:12,555
Forget about the pictures and
just focus on the structure

392
00:20:12,555 --> 00:20:14,115
of how the creative is placed.

393
00:20:14,355 --> 00:20:20,865
You will see trends, so let's say
there's one where it's three images,

394
00:20:21,915 --> 00:20:25,515
50% of the screen on the left
side is just one image, and on the

395
00:20:25,515 --> 00:20:27,225
right side it's two images stacked.

396
00:20:27,435 --> 00:20:29,265
So that would be a three
panel image right there.

397
00:20:29,295 --> 00:20:29,385
Mm-hmm..

398
00:20:29,775 --> 00:20:32,955
So that's a structure,
or it may be the product.

399
00:20:33,480 --> 00:20:37,290
Keyed out where it's just a product
laid over top of a lifestyle

400
00:20:37,290 --> 00:20:41,100
photo of somebody with a quote
that's a flat lay lifestyle combo.

401
00:20:41,310 --> 00:20:44,730
You wanna be looking for those trends
within their creatives as well.

402
00:20:44,730 --> 00:20:47,250
So do the competitor research that way.

403
00:20:47,700 --> 00:20:52,560
And then you really want to get a voice
for your business or for your customer.

404
00:20:52,560 --> 00:20:57,240
So we look at, of course, your
Google Analytics data, right?

405
00:20:57,240 --> 00:21:00,000
To understand who Google is
saying is your best customer.

406
00:21:00,330 --> 00:21:04,915
But Reddit comments, Um, reviews, right?

407
00:21:04,945 --> 00:21:06,685
Comments on your Facebook ads.

408
00:21:06,865 --> 00:21:09,504
We wanna look for the
pros and cons, right?

409
00:21:09,535 --> 00:21:14,245
Because with the pros, we can double
down on those in our messaging, but

410
00:21:14,245 --> 00:21:19,014
with the cons, we understand what may
be holding somebody back as they're

411
00:21:19,020 --> 00:21:22,764
transferring from top of funnel to
middle of funnel or from middle to bottom

412
00:21:22,764 --> 00:21:25,260
of funnel of not making a purchase.

413
00:21:25,560 --> 00:21:30,120
And if we don't spearhead that and give
them some messaging to address those

414
00:21:30,120 --> 00:21:35,879
cons with either counters or validation,
uh, they're gonna go do their own

415
00:21:35,879 --> 00:21:39,420
research and then they're gonna end
up going with a competitor of yours.

416
00:21:39,425 --> 00:21:39,750
Right?

417
00:21:40,080 --> 00:21:44,129
So we wanna find the pros and cons in
the messaging and then look through

418
00:21:44,129 --> 00:21:48,930
your own Facebook ads and have that
same structure mindset and see, okay.

419
00:21:48,930 --> 00:21:51,750
When we talked about founder
story, they performed very well.

420
00:21:52,275 --> 00:21:56,535
When we talked about, um,
discounts, it performed very well.

421
00:21:56,535 --> 00:21:57,015
Right?

422
00:21:57,435 --> 00:22:01,065
So you've done research on your
brand, you've done research on your

423
00:22:01,065 --> 00:22:06,225
competitors, and now take a step
back and really understand what's

424
00:22:06,230 --> 00:22:07,425
going on in the world, right?

425
00:22:07,425 --> 00:22:09,435
We have a lot of things going
on in the world right now.

426
00:22:09,885 --> 00:22:16,755
Is there any of world event financial, um,
country to country that may be changing

427
00:22:16,755 --> 00:22:18,835
the buying habit of your customer?

428
00:22:19,950 --> 00:22:22,410
The answer right now
especially is going to be yes.

429
00:22:22,440 --> 00:22:22,740
Right?

430
00:22:22,740 --> 00:22:22,830
Mm-hmm.

431
00:22:23,100 --> 00:22:28,800
. And because of that, maybe it's recession,
maybe it's um, a global conflict.

432
00:22:29,370 --> 00:22:33,000
How can you empathize with
your customer and resonate your

433
00:22:33,000 --> 00:22:34,680
messaging towards that, right?

434
00:22:34,770 --> 00:22:36,930
To, to understand that
something's going on.

435
00:22:37,590 --> 00:22:38,790
That's the research phase.

436
00:22:39,300 --> 00:22:42,240
Now, I could keep going on cuz there's
a couple other phases, but I'll, I'll

437
00:22:42,240 --> 00:22:47,669
give a, I'll give a rest there and,
Say, uh, any, any thoughts or anything

438
00:22:47,669 --> 00:22:49,139
as we're kind of looking at that?

439
00:22:50,459 --> 00:22:53,070
Matt Edmundson: Well, one, you
started with research, uh, which

440
00:22:53,070 --> 00:22:56,590
is, uh, uh, which is interesting.

441
00:22:56,590 --> 00:22:58,709
I mean, everything that I had
to be fair, any framework that I

442
00:22:58,715 --> 00:23:00,330
teach always starts with research.

443
00:23:00,334 --> 00:23:01,679
You've gotta know what's going on.

444
00:23:01,679 --> 00:23:04,649
And so, uh, instantly,
I'm, I'm with you, Colby.

445
00:23:04,649 --> 00:23:05,399
I'm not gonna lie.

446
00:23:05,399 --> 00:23:07,169
You, you've won me over already.

447
00:23:08,985 --> 00:23:10,185
because you talk about the input.

448
00:23:10,185 --> 00:23:11,055
Yeah, yeah, absolutely.

449
00:23:11,165 --> 00:23:13,514
I, I, I understand the
importance of research.

450
00:23:14,055 --> 00:23:19,965
What's interesting is, um, you are,
you are researching both your stuff

451
00:23:19,970 --> 00:23:24,645
as in, you know, your ads, your,
the reviews on your ads as well as

452
00:23:24,649 --> 00:23:27,585
your competitors, and you're trying
to draw this sort of information

453
00:23:27,590 --> 00:23:29,014
out, which shapes the creative.

454
00:23:31,830 --> 00:23:36,630
have you done, let's, have you done
any, any projects or any case studies

455
00:23:37,070 --> 00:23:41,160
recently where actually you were
surprised by stuff that came out in

456
00:23:41,160 --> 00:23:44,340
the research where you had one idea,
you did the research and it changed

457
00:23:44,345 --> 00:23:48,780
what you did, It changed the outcome,
uh, of, of what ended up happening?

458
00:23:51,570 --> 00:23:52,170
Colby Flood: Yes.

459
00:23:52,170 --> 00:23:55,860
We're actually, so we're working on
a project right now for a, um, home

460
00:23:56,300 --> 00:23:57,960
security company, and they're more.

461
00:23:58,965 --> 00:23:59,985
Location based.

462
00:23:59,985 --> 00:24:03,705
They're in a couple of states in
America, whereas you have like ADT

463
00:24:03,705 --> 00:24:06,195
and Ring who are nationwide, right?

464
00:24:06,225 --> 00:24:06,315
Mm-hmm.

465
00:24:06,555 --> 00:24:10,605
. So we were looking at, um, in the
research phase, really understanding

466
00:24:10,635 --> 00:24:11,685
what we wanted to do and.

467
00:24:12,525 --> 00:24:19,005
One thing we were going into, it was
really focused on price comparison as

468
00:24:19,005 --> 00:24:24,885
the idea, because Ring you can very
easily, um, purchase that off Amazon.

469
00:24:24,885 --> 00:24:26,295
You can set it up yourself, right?

470
00:24:26,295 --> 00:24:26,355
Yeah.

471
00:24:26,360 --> 00:24:26,745
You can go.

472
00:24:27,165 --> 00:24:30,855
But the biggest thing that we were seeing
from researching that specific company

473
00:24:30,945 --> 00:24:36,285
and then also the ads of competitors as
well, was really focusing on the community

474
00:24:36,285 --> 00:24:39,105
aspect and, and showing the idea of how.

475
00:24:39,990 --> 00:24:42,990
They're to help build a
community, a safe community.

476
00:24:42,990 --> 00:24:46,380
And also they are a community
focused provider as well.

477
00:24:46,380 --> 00:24:49,770
Like being very niche targeted
with your location, which is

478
00:24:49,770 --> 00:24:54,360
counterintuitive to Facebook ads if
you know about kind of audiences on

479
00:24:54,360 --> 00:24:58,140
Facebook ads, because it's hard to
do small location based ads that way.

480
00:24:58,140 --> 00:24:58,230
Mm-hmm.

481
00:24:59,010 --> 00:25:02,040
. Um, but that's one thing,
and we're actually in the

482
00:25:02,045 --> 00:25:03,150
process of building that out.

483
00:25:03,240 --> 00:25:04,380
I don't have any data on.

484
00:25:05,865 --> 00:25:06,645
Finished test results.

485
00:25:06,675 --> 00:25:08,925
I can maybe check back
in on podcast two there.

486
00:25:08,925 --> 00:25:12,075
But, um, that is one thing that
we've, we've currently seen the, the

487
00:25:12,075 --> 00:25:16,215
research phase is super important
because your customer's voice is

488
00:25:16,215 --> 00:25:20,295
the most impactful kind of needle of
where you should be moving that way.

489
00:25:20,355 --> 00:25:20,905
We're North Star.

490
00:25:21,750 --> 00:25:22,050
Matt Edmundson: Yeah.

491
00:25:22,320 --> 00:25:26,300
And that would've imagined impacted
not just their Facebook ads, but their,

492
00:25:26,310 --> 00:25:28,050
their website messaging, everything.

493
00:25:28,050 --> 00:25:28,110
Yeah.

494
00:25:28,110 --> 00:25:31,230
It's like, it, it's where you
are sort of going down one route.

495
00:25:31,230 --> 00:25:33,720
You've done this research and
actually, no, this is not, that's

496
00:25:33,725 --> 00:25:36,360
important, but it's, this is
way more important over here.

497
00:25:36,365 --> 00:25:40,020
So we need to, we need to show
pictures of this and communities

498
00:25:40,025 --> 00:25:43,620
and, and used language of
community and so on and so forth.

499
00:25:44,150 --> 00:25:46,280
Just being heavy on the
pricing, I would've thought.

500
00:25:47,000 --> 00:25:49,040
Colby Flood: And that's the goal
with Facebook ads, and not even just

501
00:25:49,040 --> 00:25:52,730
Facebook, but any, any marketing
channel you're on, is it, It can be a,

502
00:25:52,910 --> 00:25:56,870
a mass market pretester for what you
should focus on in your website, right?

503
00:25:56,870 --> 00:26:00,080
If you're noticing that messaging
is performing very well and then.

504
00:26:00,520 --> 00:26:02,889
Over time, you don't build
out landing pages for that.

505
00:26:02,889 --> 00:26:06,699
There's gonna be a, what you call
like a loss of cent or a, a disconnect

506
00:26:06,699 --> 00:26:10,120
between the messaging on your landing
page and the messaging on your ad.

507
00:26:10,209 --> 00:26:13,780
And you can see conversion drops from
that or increases if you match it.

508
00:26:13,780 --> 00:26:17,949
So even if you don't, um, have the
bandwidth or the team to rebuild

509
00:26:17,955 --> 00:26:21,280
the whole website, building out
specific landing pages on your

510
00:26:21,280 --> 00:26:24,610
e-com store that match what you're
seeing, perform well on the Facebook

511
00:26:24,610 --> 00:26:26,500
ads can be very beneficial for you.

512
00:26:28,095 --> 00:26:29,445
Matt Edmundson: Super top tip there.

513
00:26:29,445 --> 00:26:30,855
That's an extra bonus, isn't it?

514
00:26:31,185 --> 00:26:36,855
Um, what, how would you monitor
the performance and understand

515
00:26:36,855 --> 00:26:42,615
what's performing well, if you
outsource, say your ad buying to

516
00:26:42,615 --> 00:26:46,345
another company so you know your
pet peeve going back to the start.

517
00:26:46,365 --> 00:26:49,845
You've got, you've got multiple
people involved in the whole thing.

518
00:26:50,325 --> 00:26:53,685
So I, I, I know plenty of people, for
example, that might go well, Facebook

519
00:26:53,685 --> 00:26:57,705
ads, we just kind of give that to that
agency over there and, and we spend

520
00:26:57,735 --> 00:27:00,405
this much and we kind of think it
generates this much of behavior that's

521
00:27:00,805 --> 00:27:01,905
probably about as much as they know.

522
00:27:02,415 --> 00:27:04,905
Is there an easy way to
get started with that?

523
00:27:04,905 --> 00:27:08,245
If I want to go find out
or is it quite involved?

524
00:27:08,725 --> 00:27:09,565
Colby Flood: For tracking?

525
00:27:11,005 --> 00:27:13,705
So, um, we'll, I'll go with two things.

526
00:27:13,705 --> 00:27:17,095
One is gonna be naming conventions and one
is gonna be tools that I would suggest.

527
00:27:17,095 --> 00:27:18,685
So naming conventions.

528
00:27:19,675 --> 00:27:25,105
What we do, uh, at Brighter Click is
we'll focus on assigning specific naming

529
00:27:25,105 --> 00:27:28,475
tags in your ads to specific creatives.

530
00:27:28,475 --> 00:27:33,540
So, We'll create a spreadsheet and
one tab, or one spreadsheet is gonna

531
00:27:33,540 --> 00:27:36,570
be for your copy, one's for your
headlines, one for your landing

532
00:27:36,570 --> 00:27:37,770
pages, and one for your creative.

533
00:27:38,010 --> 00:27:41,490
And every row is a different
creative or a different copy, right?

534
00:27:41,730 --> 00:27:46,710
So what we'll do is we'll say,
Copy is CO creative is CR.

535
00:27:46,715 --> 00:27:46,800
Mm-hmm.

536
00:27:47,070 --> 00:27:49,649
headline is HE and landing pages LP.

537
00:27:49,889 --> 00:27:51,449
And every row gets a new number.

538
00:27:51,510 --> 00:27:55,260
So you'll have an ad that
we'll take from those.

539
00:27:55,260 --> 00:28:03,500
And let's say you create one ad and
it's gonna be, um, CR 10, CO2, HE3,

540
00:28:03,690 --> 00:28:06,930
LP1, so you know which assets that are.

541
00:28:07,320 --> 00:28:10,320
And then when you track that
with your tools, we use.

542
00:28:11,535 --> 00:28:16,905
Uh, if you wanna stay platform specific,
you can use Supermetrics, but that

543
00:28:16,905 --> 00:28:18,315
helps you kind of segment it out.

544
00:28:18,315 --> 00:28:21,765
Now, looking at specific tools,
I would suggest one, we are

545
00:28:21,765 --> 00:28:23,325
affiliated with, one, we are not.

546
00:28:23,325 --> 00:28:25,004
Just kind of full transparency there.

547
00:28:25,335 --> 00:28:30,435
Um, Triple well is super important for
overall data tracking, not just creative.

548
00:28:30,440 --> 00:28:30,995
Mm-hmm.

549
00:28:31,649 --> 00:28:34,110
. Overall, because first party
data is super important.

550
00:28:34,115 --> 00:28:37,949
Now that's the one that we have
affiliation with, The one we do not

551
00:28:37,949 --> 00:28:42,080
have affiliation with, that is for
creative tracking is motionapp.com.

552
00:28:42,209 --> 00:28:46,679
Motionapp.com is a very, very
important tool for creative tracking.

553
00:28:46,980 --> 00:28:50,219
Great thing is, is um, they
set it up for you as well.

554
00:28:50,250 --> 00:28:53,760
So they walk through your business and
they set up what you wanna be tracking.

555
00:28:53,760 --> 00:28:55,260
They build out those dashboards.

556
00:28:55,500 --> 00:28:59,570
I would highly suggest if you're wanting
to put your focus towards creative to

557
00:28:59,570 --> 00:29:03,780
look at or look at motion or something
similar for your creative tracking.

558
00:29:04,560 --> 00:29:05,700
Matt Edmundson: That's fantastic.

559
00:29:05,700 --> 00:29:08,250
We will of course link to
those in the show notes.

560
00:29:08,700 --> 00:29:12,510
Um, so Colby, you, you talked
about the research phase.

561
00:29:12,510 --> 00:29:13,530
You said there's a couple more.

562
00:29:13,530 --> 00:29:14,280
What are those?

563
00:29:15,480 --> 00:29:18,750
Colby Flood: Yeah, so once you go
through research, really start looking

564
00:29:18,750 --> 00:29:20,100
at your strategy planning, right?

565
00:29:20,100 --> 00:29:25,200
So, , we've gone through, we've looked
at the ads your competitors are running.

566
00:29:25,470 --> 00:29:28,650
We understand what type of creative,
what type of messaging they have.

567
00:29:29,070 --> 00:29:31,470
We've gone through your audience.

568
00:29:31,889 --> 00:29:35,820
Uh, reviews comments, and we've
gone through the past performance

569
00:29:35,820 --> 00:29:36,899
of your account as well.

570
00:29:37,260 --> 00:29:41,850
Now you wanna really start mapping
out what creative and messaging

571
00:29:42,240 --> 00:29:44,700
structures you're gonna use
for each level of the funnel.

572
00:29:44,730 --> 00:29:48,750
And ideally when we do this,
we look at, um, always starting

573
00:29:48,750 --> 00:29:52,050
messaging first because messaging
has to come before creative.

574
00:29:52,399 --> 00:29:55,485
The messaging is the
purpose, the creative, uh, is

575
00:29:55,915 --> 00:29:56,775
designed based off of that.

576
00:29:57,045 --> 00:29:57,375
Yeah.

577
00:29:57,495 --> 00:30:01,185
And we'll try to pick three
to four messaging themes at

578
00:30:01,185 --> 00:30:04,395
each level of the funnel that
you're gonna be running ads for.

579
00:30:04,635 --> 00:30:09,075
And then from there, try to find at least
three to four creative structures that

580
00:30:09,075 --> 00:30:11,415
are going to match those messaging themes.

581
00:30:11,420 --> 00:30:12,525
So let me give you an example.

582
00:30:13,005 --> 00:30:16,290
Um, We work with a
company called Great Wrap.

583
00:30:16,380 --> 00:30:18,630
They're a sustainability
business out of Australia.

584
00:30:19,050 --> 00:30:22,320
They take when you make
french fries and potato chips.

585
00:30:22,320 --> 00:30:25,200
Little fun fact here, there's
a byproduct waste from it.

586
00:30:25,500 --> 00:30:28,800
They take that, which gets
turned into little pellets and

587
00:30:28,805 --> 00:30:30,420
they make cling wrap out of it.

588
00:30:30,480 --> 00:30:31,470
So like GLAD Wrap.

589
00:30:31,530 --> 00:30:35,100
They make cling wrap and their goal,
their brand mission is to eliminate

590
00:30:35,100 --> 00:30:36,690
plastic waste from the world, right?

591
00:30:36,930 --> 00:30:37,170
Mm-hmm.

592
00:30:37,255 --> 00:30:38,220
one roll at a time.

593
00:30:38,640 --> 00:30:43,440
So when we started working with
them, They were a fresh startup.

594
00:30:43,440 --> 00:30:46,399
We understood there was a lot of things
we were gonna need to uncover, right?

595
00:30:46,399 --> 00:30:49,650
So, We're gonna need to
educate people on this.

596
00:30:49,650 --> 00:30:51,750
We're gonna need to normalize the product.

597
00:30:51,750 --> 00:30:54,389
We're gonna need to familiarize
people of the product, right?

598
00:30:54,780 --> 00:30:58,020
So we needed to understand what
type of messaging themes, and what

599
00:30:58,050 --> 00:31:00,420
type of creative themes we're gonna
put at each level of the funnel.

600
00:31:00,990 --> 00:31:06,000
Well, since we wanted to educate and
kind of normalize, we looked at top

601
00:31:06,000 --> 00:31:08,639
of funnel of what can we do there?

602
00:31:08,639 --> 00:31:10,440
And we went with PR content.

603
00:31:10,530 --> 00:31:11,790
They were very active with.

604
00:31:12,365 --> 00:31:16,655
Uh, PR campaigns and we would
just take Channel 10 News.

605
00:31:16,925 --> 00:31:21,185
Started out in the anchor room, went to
their facility on interview, and then

606
00:31:21,185 --> 00:31:25,024
went back to the anchor room, A normal
two minute segment, completely unedited.

607
00:31:25,205 --> 00:31:26,945
Channel 10 News is the headline.

608
00:31:27,215 --> 00:31:29,135
What Channel 10 News put as the copy.

609
00:31:29,195 --> 00:31:29,585
Why?

610
00:31:29,585 --> 00:31:32,105
Cuz we wanted it to look as
native as possible to Facebook.

611
00:31:32,495 --> 00:31:32,675
Mm-hmm.

612
00:31:32,970 --> 00:31:34,504
. And then bottom of funnel.

613
00:31:34,504 --> 00:31:37,595
We wanted to familiarize,
we just ran Founder story.

614
00:31:38,190 --> 00:31:43,050
Organic photos of the founders holding
the product, talking about two local

615
00:31:43,050 --> 00:31:47,400
native Australians, married, couple,
wanting to eliminate plastic waste

616
00:31:47,400 --> 00:31:49,290
in the landfills and in the ocean.

617
00:31:49,770 --> 00:31:52,440
And we saw massive results with them.

618
00:31:52,470 --> 00:31:55,350
We tripled their revenue whole
store two months in a row.

619
00:31:55,770 --> 00:31:57,870
Um, just based off of that now.

620
00:31:58,680 --> 00:32:01,350
Translating that into companies, right?

621
00:32:01,680 --> 00:32:03,000
I would be looking at messaging themes.

622
00:32:03,000 --> 00:32:05,520
What is gonna work at your top of funnel?

623
00:32:05,520 --> 00:32:07,260
What do you think will
resonate with the most?

624
00:32:07,260 --> 00:32:10,470
And you can really pull that
from your customer reviews.

625
00:32:10,800 --> 00:32:12,180
Talking about what people like.

626
00:32:12,450 --> 00:32:14,610
Is it the ingredients in your product?

627
00:32:14,610 --> 00:32:16,140
Is it founder's story?

628
00:32:16,145 --> 00:32:20,160
Is it, um, relatability to
the viewer's problems, right?

629
00:32:20,400 --> 00:32:21,630
With your creative themes.

630
00:32:21,630 --> 00:32:24,090
Are you gonna want to be
doing lifestyle photography?

631
00:32:24,090 --> 00:32:25,980
A video about the founder's story?

632
00:32:26,625 --> 00:32:29,895
Picking those messaging themes
at each level, the funnel.

633
00:32:29,895 --> 00:32:33,075
And it can be a little bit, try
to stay general as I'm explaining

634
00:32:33,075 --> 00:32:35,415
this here, cuz it can be, it's
very different for each business.

635
00:32:35,415 --> 00:32:39,705
But that's gonna be the next step for you,
is really mapping out what you wanna do.

636
00:32:39,705 --> 00:32:43,725
And the key thing that I'll kind of
close on that thought with is, is don't

637
00:32:43,725 --> 00:32:45,765
let perfection keep you from doing it.

638
00:32:46,065 --> 00:32:48,615
Um, start testing right.

639
00:32:48,615 --> 00:32:49,485
Start testing.

640
00:32:49,485 --> 00:32:50,925
Have a good setup there.

641
00:32:51,195 --> 00:32:54,555
Don't let fear of not doing it right,
hold you back because if there's

642
00:32:54,555 --> 00:32:59,040
no strategy,  a movement towards
strategy is hopefully gonna have

643
00:32:59,040 --> 00:33:00,149
better results for you that way.

644
00:33:01,500 --> 00:33:02,010
Matt Edmundson: I like that.

645
00:33:02,010 --> 00:33:03,990
Don't let perfection hold you back.

646
00:33:04,050 --> 00:33:05,639
Uh, you just gotta get
going with something.

647
00:33:05,639 --> 00:33:05,820
Right?

648
00:33:05,850 --> 00:33:10,020
So you have top of funnel,
you have bottom of funnel.

649
00:33:10,620 --> 00:33:15,419
Um, do you have, uh, do you have Mid
Funnel content as well, or are you,

650
00:33:15,480 --> 00:33:18,389
and are they the three stages of the,
the funnel that you're looking at?

651
00:33:18,395 --> 00:33:19,169
Or do you have more?

652
00:33:19,870 --> 00:33:20,774
Colby Flood: That's a great question.

653
00:33:20,774 --> 00:33:25,165
So, um, if we're going into setup
wise for campaigns, so top of funnel

654
00:33:25,185 --> 00:33:29,205
of course, just to define those,
cuz people define them differently.

655
00:33:29,205 --> 00:33:30,135
Cold audiences.

656
00:33:30,284 --> 00:33:32,445
So interest based
audiences and lookalikes.

657
00:33:32,445 --> 00:33:34,135
People that have never come
in contact with your ads.

658
00:33:34,770 --> 00:33:36,449
Middle of funnel, we do run those.

659
00:33:36,449 --> 00:33:40,649
That's gonna be people who have engaged
with your brand but haven't added to cart.

660
00:33:40,649 --> 00:33:44,219
So essentially Facebook page
likes Facebook ad engager.

661
00:33:44,219 --> 00:33:48,419
Same with Instagram, website visitor,
no add to cart, bottom of funnel, add to

662
00:33:48,419 --> 00:33:50,520
cart, checkout initiated with no purchase.

663
00:33:50,820 --> 00:33:56,450
And then the key part of the whole account
that so many accounts miss out on is

664
00:33:56,450 --> 00:33:58,550
existing customers loyalty campaigns.

665
00:33:58,670 --> 00:34:01,880
Those are super important
for end of season sales.

666
00:34:01,880 --> 00:34:06,290
New product releases, um,
discounts, cross sales.

667
00:34:06,560 --> 00:34:10,699
You see some of your highest returns with
loyalty in Instagram reels and stories.

668
00:34:10,699 --> 00:34:10,790
Mm-hmm.

669
00:34:11,155 --> 00:34:13,610
. But those are the main levels of funnel.

670
00:34:13,615 --> 00:34:17,360
And then what I will suggest
always is have a separate

671
00:34:17,360 --> 00:34:19,400
campaign for creative testing.

672
00:34:19,909 --> 00:34:21,050
That's super important.

673
00:34:21,054 --> 00:34:24,440
You wanna have a creative testing campaign
ongoing cuz when you need creative.

674
00:34:24,929 --> 00:34:27,929
You don't wanna have to figure
out what creative you can run, you

675
00:34:27,929 --> 00:34:29,310
wanna already have it ready to go.

676
00:34:30,510 --> 00:34:30,900
Matt Edmundson: Oh, okay.

677
00:34:30,900 --> 00:34:34,620
So you're running these sort of
creative campaigns just over here,

678
00:34:34,620 --> 00:34:37,830
testing and figuring out what's
working, so then you can assign that

679
00:34:38,280 --> 00:34:39,870
correctly over here when you need it.

680
00:34:39,929 --> 00:34:40,080
Yep.

681
00:34:40,320 --> 00:34:41,070
Have I got that right?

682
00:34:41,804 --> 00:34:42,134
Colby Flood: Yep.

683
00:34:42,194 --> 00:34:45,944
And run it to the respective audience,
of course, or respective level of

684
00:34:45,944 --> 00:34:46,995
the funnel that you're testing.

685
00:34:47,114 --> 00:34:47,415
Yep.

686
00:34:47,714 --> 00:34:49,004
Matt Edmundson: Yeah, no, very clever.

687
00:34:49,214 --> 00:34:49,814
Very clever.

688
00:34:50,264 --> 00:34:54,854
Okay, so I've got, uh, research, I've
got strategy planning, Uh, is there

689
00:34:54,854 --> 00:34:56,174
anything else I need to think about?

690
00:34:57,194 --> 00:34:59,384
Colby Flood: Reporting
and optimizing, right?

691
00:34:59,384 --> 00:35:05,595
So you, you research, you plan out
the strategy and then where we said,

692
00:35:05,595 --> 00:35:06,884
don't let perfection hold you back.

693
00:35:06,884 --> 00:35:09,524
You really start to learn as you
go through the reporting that way.

694
00:35:09,524 --> 00:35:13,890
So ideally, you have a setup like
motion or you have a tool that you

695
00:35:13,890 --> 00:35:18,270
can use because, um, sometimes you
can test too much and when that

696
00:35:18,270 --> 00:35:20,970
happens, you don't track it and
then you don't learn from it, right?

697
00:35:21,000 --> 00:35:21,089
Mm-hmm.

698
00:35:21,330 --> 00:35:25,529
, So making sure you're tracking it
and then, uh, revise as you go.

699
00:35:25,529 --> 00:35:29,850
The way that I would put it
is have, uh, two week sprints.

700
00:35:29,850 --> 00:35:32,129
So let's say you're doing
30 ad creatives per month.

701
00:35:32,879 --> 00:35:36,629
Focus on building out a brief,
getting 15 ad creatives put

702
00:35:36,629 --> 00:35:39,000
out, launch them in the account.

703
00:35:39,840 --> 00:35:43,740
Um, of course, don't launch 'em all
at once and, uh, just sit there,

704
00:35:43,740 --> 00:35:45,509
but launch them in the account.

705
00:35:45,509 --> 00:35:48,810
And then a week, two week,
start monitoring those.

706
00:35:48,870 --> 00:35:50,910
Look for your themes and trends.

707
00:35:50,915 --> 00:35:54,029
So, is founder story
messaging doing well or bad?

708
00:35:54,035 --> 00:35:56,610
Is this type of creative
doing well or bad?

709
00:35:57,090 --> 00:36:01,070
And then, Really start diving into
how you can modify the next creative

710
00:36:01,070 --> 00:36:02,570
brief for the next two weeks.

711
00:36:02,570 --> 00:36:02,960
Right?

712
00:36:02,960 --> 00:36:06,890
And then when you get done with
month one, take a step back and look

713
00:36:06,890 --> 00:36:10,400
at, were there messaging themes we
need to double down on or change?

714
00:36:10,405 --> 00:36:13,130
Is there creative that we need
to double down on or change?

715
00:36:13,730 --> 00:36:14,840
That's a high level.

716
00:36:15,350 --> 00:36:18,380
When you go into a tool like motion,
you can even start looking at, did

717
00:36:18,380 --> 00:36:21,620
the first three seconds of this
video perform well versus this video?

718
00:36:21,620 --> 00:36:22,610
And what was different there?

719
00:36:22,610 --> 00:36:25,430
But, we'll, we'll kind of keep
it broad for now, cuz that's

720
00:36:25,430 --> 00:36:26,450
a whole nother conversation.

721
00:36:27,375 --> 00:36:27,615
Matt Edmundson: Duh.

722
00:36:28,785 --> 00:36:31,425
I'm, I'm, I'm utterly
intrigued by the whole thing.

723
00:36:31,425 --> 00:36:35,685
I mean, you, if I'm honest with you,
Colby, as soon as you said, if you're

724
00:36:35,685 --> 00:36:40,095
gonna, you know, launch 30 pieces
of creative this month, I instantly

725
00:36:40,095 --> 00:36:45,015
go 30 pieces of creative and I,
I'm in a cold sweat straight away.

726
00:36:45,015 --> 00:36:45,195
Right.

727
00:36:45,195 --> 00:36:48,705
And it's not even, I mean, we
have a marketing team, so, um, I,

728
00:36:49,125 --> 00:36:52,615
Is that, is that what we should
be thinking about realistically?

729
00:36:53,385 --> 00:36:55,220
Or is that just a figure you,
you pulled outta the air?

730
00:36:56,050 --> 00:37:00,345
Colby Flood: It all, it all depends on,
uh, how much you're spending, right?

731
00:37:00,665 --> 00:37:05,835
So, um, here's what I would say, cuz this
can really be contingent on the account.

732
00:37:07,785 --> 00:37:11,715
A key indicator of knowing you need more
creative is your frequency in your first

733
00:37:11,720 --> 00:37:13,335
time impression ratio in your account.

734
00:37:13,860 --> 00:37:14,279
Right.

735
00:37:14,310 --> 00:37:19,620
So if you notice that your account
frequency or a campaign frequency is, is

736
00:37:19,625 --> 00:37:25,920
above 1.5 is starting to get much higher
than 1.5, that's gonna be an indicator.

737
00:37:25,920 --> 00:37:27,660
You need creative refresh.

738
00:37:27,665 --> 00:37:31,410
And if you want to get even more
validated with that, look at your

739
00:37:31,415 --> 00:37:35,430
first time impression ratio, which
is found within your ad set analytics

740
00:37:35,880 --> 00:37:40,830
when your first time impression
ratio for an ad starts to get to 70%.

741
00:37:41,939 --> 00:37:44,774
which means on a scale of zero to
a hundred, what percent of people

742
00:37:44,774 --> 00:37:46,035
are seeing this for the first time?

743
00:37:46,035 --> 00:37:46,125
Mm-hmm.

744
00:37:46,754 --> 00:37:49,544
, when it starts to get to 70, that's
when you know you're gonna need to

745
00:37:49,544 --> 00:37:51,975
start looking at changing creative.

746
00:37:51,975 --> 00:37:57,734
When it gets to 50 or lower you,
unless metrics are good, right?

747
00:37:57,734 --> 00:38:00,345
You really need to start changing
creative, because if performance

748
00:38:00,345 --> 00:38:03,870
is bad, And met that first
time impression ratio is low.

749
00:38:03,870 --> 00:38:05,310
It's probably cuz it's burnt out.

750
00:38:05,790 --> 00:38:09,240
And sometimes you'll see as you start
taking this into account, Oh this,

751
00:38:09,330 --> 00:38:11,910
this adds at 2%, this adds at 4%.

752
00:38:11,910 --> 00:38:12,180
Right?

753
00:38:12,180 --> 00:38:14,130
So those can be clear indicators for you.

754
00:38:14,280 --> 00:38:16,230
It can be different for every account.

755
00:38:16,320 --> 00:38:21,660
Um, I like to say 30 cuz it, it gives you
a good amount of creative to test through.

756
00:38:21,660 --> 00:38:24,540
Cuz not all creative is gonna
be good creative, right?

757
00:38:24,545 --> 00:38:24,740
Mm-hmm.

758
00:38:24,820 --> 00:38:29,130
. So it gives you, it gives you room to
hopefully have some creatives you can

759
00:38:29,130 --> 00:38:30,660
scale with and test with that way.

760
00:38:31,200 --> 00:38:32,400
Matt Edmundson: Yeah, no, that's great.

761
00:38:32,670 --> 00:38:36,299
And that's, it is probably worth, I'm
assuming, actually it's probably worth

762
00:38:36,299 --> 00:38:40,860
saying that 30 pieces of ad creative,
some of those, are they, are they 30

763
00:38:40,860 --> 00:38:45,480
individual different pieces or are
they like five or six key ideas with

764
00:38:45,480 --> 00:38:47,860
different variations of it attached?

765
00:38:49,050 --> 00:38:49,890
Colby Flood: That's a good question.

766
00:38:49,890 --> 00:38:53,490
So, um, I wouldn't say it's
30 ad structures, right?

767
00:38:53,490 --> 00:38:57,390
So like three panel versus flat
lifestyle combo versus I would say

768
00:38:57,390 --> 00:39:00,570
it's, uh, you pick your structures
and you can definitely create some

769
00:39:00,570 --> 00:39:02,730
variations of it that way so that you're.

770
00:39:03,180 --> 00:39:05,430
Um, you have more to test with there?

771
00:39:05,700 --> 00:39:05,940
Matt Edmundson: Yeah.

772
00:39:06,270 --> 00:39:06,900
Fantastic.

773
00:39:07,140 --> 00:39:07,710
Fantastic.

774
00:39:08,100 --> 00:39:12,210
So, Colby, I'm listening to you talk
and I've, I've got again, uh, as avid

775
00:39:12,210 --> 00:39:15,900
listeners of the show will know I, I'm
an avid note taker and I've got plenty

776
00:39:15,900 --> 00:39:17,460
of notes in my little journal here.

777
00:39:18,000 --> 00:39:21,210
Um, where do I get started?

778
00:39:21,210 --> 00:39:23,070
How, how do I, how do I get moving?

779
00:39:24,660 --> 00:39:26,460
Colby Flood: With a
creative strategy that way?

780
00:39:26,790 --> 00:39:26,910
Mm..

781
00:39:27,825 --> 00:39:33,045
Yeah, I would say definitely get started
with the creative research if I'm plugging

782
00:39:33,045 --> 00:39:37,815
myself, one thing that we could provide,
um, in the links here is we have a PDF

783
00:39:37,815 --> 00:39:40,665
document that lays out this strategy.

784
00:39:40,670 --> 00:39:42,645
It's a kind of a fill in the
blank thing to make sure you

785
00:39:42,645 --> 00:39:44,055
follow the right path that way.

786
00:39:44,535 --> 00:39:46,995
Um, start with your research.

787
00:39:46,995 --> 00:39:50,385
Really understand what your
customers are saying and what

788
00:39:50,385 --> 00:39:51,585
has worked in your account.

789
00:39:51,585 --> 00:39:54,915
If it's not broke, as we say in North
Carolina, if it ain't broke, don't fix it.

790
00:39:55,005 --> 00:39:56,475
Uh, double down on it that way.

791
00:39:56,985 --> 00:40:00,945
Um, and then start looking at
making sure you have the resources

792
00:40:01,005 --> 00:40:03,045
in house to create creative.

793
00:40:03,045 --> 00:40:07,665
And if you don't find someone that
does, and ideally, ideally, the same

794
00:40:07,665 --> 00:40:11,895
person that is doing the production is
also coming up with the strategy and

795
00:40:11,900 --> 00:40:13,455
the ideation of what's gonna happen.

796
00:40:14,745 --> 00:40:15,495
Matt Edmundson: Fantastic.

797
00:40:15,765 --> 00:40:16,484
Fantastic.

798
00:40:17,084 --> 00:40:21,615
Listen, Colby, I'm, I am aware of time,
uh, and the hour is fast approaching.

799
00:40:21,975 --> 00:40:26,895
Um, so let me ask you, uh, a, a
slightly left field question, if I may.

800
00:40:27,314 --> 00:40:27,584
Uh, yeah.

801
00:40:27,584 --> 00:40:30,314
Now you've, you've in effect
spilled your beans on the

802
00:40:30,314 --> 00:40:31,334
whole creative strategy thing.

803
00:40:31,904 --> 00:40:38,040
Um, As you know, this uh, podcast is
sponsored by the e-commerce cohort, right?

804
00:40:38,040 --> 00:40:39,780
Which is this sort of
monthly mastermind group.

805
00:40:39,780 --> 00:40:44,340
And there's people in the cohort and
imagine they're all together in a hotel

806
00:40:44,340 --> 00:40:48,180
room and you've spent three hours with
them or however long it is outlining

807
00:40:48,180 --> 00:40:51,060
your strategy, given them point by
point, you know, this is what you do.

808
00:40:51,480 --> 00:40:52,470
This is everything that I know.

809
00:40:52,470 --> 00:40:54,060
It's your best speech you've ever done.

810
00:40:54,450 --> 00:40:55,770
Uh, I know you did a
conference, didn't you?

811
00:40:55,770 --> 00:40:56,550
An online conference.

812
00:40:56,550 --> 00:40:57,520
I saw it on LinkedIn.

813
00:40:57,525 --> 00:41:00,180
You've done your, your first
conference really recently.

814
00:41:00,180 --> 00:41:01,230
So you got that under belt.

815
00:41:01,230 --> 00:41:01,350
Yeah.

816
00:41:01,960 --> 00:41:03,150
At what conference was that?

817
00:41:03,490 --> 00:41:04,300
Uh, AD World.

818
00:41:04,540 --> 00:41:05,020
Ad World.

819
00:41:05,440 --> 00:41:06,730
So you've just done that, right?

820
00:41:06,730 --> 00:41:08,890
And it could be Ad World,
it could be the cohort.

821
00:41:08,890 --> 00:41:10,390
You've done it, the crowds going wild.

822
00:41:10,390 --> 00:41:10,840
Yeah.

823
00:41:11,110 --> 00:41:12,760
Colby, you know, it's the
best thing you've ever done.

824
00:41:13,300 --> 00:41:16,210
You take a bow and you do that thing
that they do at the Oscars, and you just

825
00:41:16,210 --> 00:41:21,880
say, I would just like to thank, uh,
who, who would you thank and why would

826
00:41:21,880 --> 00:41:26,710
it be a person, a book, a, a mentor,
a podcast, I don't know, whatever.

827
00:41:26,980 --> 00:41:28,980
Who, are we grateful for?

828
00:41:30,615 --> 00:41:32,595
Colby Flood: For, for
where I am right now.

829
00:41:32,654 --> 00:41:32,805
Mm-hmm..

830
00:41:33,495 --> 00:41:33,795
Yeah.

831
00:41:33,795 --> 00:41:34,845
That's a great question.

832
00:41:34,904 --> 00:41:39,404
Um, can I thank multiple people
or do I need to limit it to one?

833
00:41:39,435 --> 00:41:41,415
Matt Edmundson: No, you got,
We can have more than one.

834
00:41:41,415 --> 00:41:41,895
That's fine.

835
00:41:41,895 --> 00:41:43,035
Colby Flood: 10 minutes on the mic here.

836
00:41:43,035 --> 00:41:43,395
Perfect.

837
00:41:43,395 --> 00:41:49,455
Yeah, I mean, definitely family, um,
for helping me through harder times

838
00:41:49,455 --> 00:41:55,495
when I was younger, uh, 20, 21 years
old, um, the team at Brighter Click.

839
00:41:55,950 --> 00:41:59,040
Because they are doing
amazingwork that way.

840
00:41:59,130 --> 00:42:04,859
But I would really focus on, and this
one's kind of out of the box, um,

841
00:42:05,730 --> 00:42:09,569
the environment that the internet
has created for access to knowledge.

842
00:42:09,600 --> 00:42:14,910
That's, we are education first
because, uh, I started the company

843
00:42:14,910 --> 00:42:19,170
with that cuz I had to teach myself
everything, uh, with marketing.

844
00:42:19,770 --> 00:42:23,700
And I did that through
ordering books off Amazon.

845
00:42:24,194 --> 00:42:30,825
Going to AD World conference, taking
online courses, edx.org, everything that

846
00:42:30,825 --> 00:42:32,775
I could for marketing, for Facebook ads.

847
00:42:32,775 --> 00:42:37,275
And we're at a point now to where,
I mean, 30, 40 years ago, you were

848
00:42:37,275 --> 00:42:42,435
limited to what the encyclopedia had
on one page for one topic, right?

849
00:42:42,435 --> 00:42:42,525
Mm-hmm.

850
00:42:42,765 --> 00:42:47,205
, like if you wanted to know about,
uh, what a plane was, you had

851
00:42:47,295 --> 00:42:49,575
maybe a page of knowledge that way.

852
00:42:49,575 --> 00:42:51,375
We have infinite knowledge now.

853
00:42:51,375 --> 00:42:56,115
You can really access anything
you want, um, through the internet

854
00:42:56,115 --> 00:42:57,915
and through, uh, books that way.

855
00:42:57,915 --> 00:43:01,725
So that's a whole different passion
of mine is education first, but

856
00:43:02,805 --> 00:43:03,405
Matt Edmundson: yeah.

857
00:43:03,735 --> 00:43:07,455
And when, when you say education first,
is that, is that because it has come out

858
00:43:07,455 --> 00:43:09,675
of this you've had to teach yourself?

859
00:43:10,725 --> 00:43:11,445
Colby Flood: Yeah, I think so.

860
00:43:11,445 --> 00:43:13,305
And I mean, I think I see
how important it is, right?

861
00:43:13,305 --> 00:43:16,605
So, uh, our education first
has three pillars to it.

862
00:43:16,605 --> 00:43:20,640
The first is, Really what feeds the
rest, which is educating our team.

863
00:43:21,060 --> 00:43:25,590
So you work at Brighter Click, like
we strongly recommend, suggest not

864
00:43:25,590 --> 00:43:30,900
sure the legality of saying, uh,
require , uh, you take, you take a

865
00:43:31,320 --> 00:43:36,390
paid course conference, something
that we cover for you every quarter.

866
00:43:36,630 --> 00:43:39,930
And we have channels within Slack
that are just focused on education

867
00:43:39,930 --> 00:43:42,870
and like, we're always looking to
see how we can help our team members

868
00:43:42,870 --> 00:43:45,000
grow, whether it be in their field.

869
00:43:45,765 --> 00:43:46,995
We have a media buyer right now.

870
00:43:46,995 --> 00:43:50,745
We're putting on a training, uh, path
to go towards like a CMO role, right?

871
00:43:51,015 --> 00:43:51,255
Mm-hmm.

872
00:43:51,335 --> 00:43:52,904
really trying to give
people that opportunity.

873
00:43:53,384 --> 00:43:55,515
And then the second pillar
is educating our clients.

874
00:43:55,845 --> 00:44:01,785
99% of agencies just suck at communication
and it's not just the speed of response,

875
00:44:01,790 --> 00:44:05,025
cuz I know that's one pain point, but
it's the quality and the detail of

876
00:44:05,455 --> 00:44:07,055
response as well we'd like to make.

877
00:44:07,950 --> 00:44:11,040
We're educating our clients through
communication so that they have all

878
00:44:11,040 --> 00:44:12,420
the information they need that way.

879
00:44:12,509 --> 00:44:14,220
And then the third is
educating the public.

880
00:44:14,220 --> 00:44:19,380
I know there's a lot of people out
there, so I, um, had to educate myself.

881
00:44:19,380 --> 00:44:22,650
Thankfully, with my
circumstances, I was in America.

882
00:44:22,650 --> 00:44:27,129
I had the means to have a job that
could afford to purchase those things.

883
00:44:27,370 --> 00:44:30,609
But there's people at second turning
points in life, leaving the military,

884
00:44:30,819 --> 00:44:35,979
going through divorce in a country where,
uh, the economic state is not the best.

885
00:44:35,979 --> 00:44:37,689
That can't pay for things, right.

886
00:44:37,689 --> 00:44:38,709
That can't pay for courses.

887
00:44:39,009 --> 00:44:41,950
So our goal is to put out free
education, um, to get people

888
00:44:41,950 --> 00:44:42,939
the education that they need.

889
00:44:42,944 --> 00:44:46,029
But yeah, I think it, I think it
came from that cuz I understand that.

890
00:44:47,080 --> 00:44:50,800
Your learning is not limited to
college or the school that you go to.

891
00:44:50,800 --> 00:44:51,520
It's continued.

892
00:44:51,520 --> 00:44:54,280
Facebook ads was different three
years ago than it is today, right?

893
00:44:54,280 --> 00:44:54,370
Mm-hmm.

894
00:44:54,610 --> 00:44:56,200
, so a degree doesn't do much for you there.

895
00:44:56,200 --> 00:44:59,470
It's all about continued
education and the access to that.

896
00:45:00,670 --> 00:45:02,770
Matt Edmundson: I couldn't agree more.

897
00:45:02,775 --> 00:45:08,295
And, um, it, uh, and like you, I,
I have devoured more books than

898
00:45:08,295 --> 00:45:12,705
I care to remember, more online
courses than I care to remember.

899
00:45:13,245 --> 00:45:18,165
Um, and a desire and a pursuit
to understand, uh, my, my craft.

900
00:45:18,645 --> 00:45:21,345
And, um, I think it's one of
the most remarkable things.

901
00:45:21,375 --> 00:45:24,855
And it's, uh, I mean, I went
to, I don't, Did you do college?

902
00:45:24,855 --> 00:45:25,635
I went to university.

903
00:45:25,635 --> 00:45:26,565
Did you go to college?

904
00:45:27,075 --> 00:45:31,665
Colby Flood: I am a, a happy college
dropout after one year that was not

905
00:45:31,665 --> 00:45:36,735
focused on college, but I, I fully
respect, uh, getting a degree fully.

906
00:45:36,825 --> 00:45:41,235
Matt Edmundson: It just, it's
interesting because my kids, uh,

907
00:45:41,235 --> 00:45:42,915
my two boys, I have three kids.

908
00:45:42,920 --> 00:45:44,205
My two boys are at uni.

909
00:45:44,595 --> 00:45:48,765
Um, Zach started the, this year was
his first year at university, and I,

910
00:45:48,855 --> 00:45:50,925
and Josh has been at uni a couple.

911
00:45:52,350 --> 00:45:55,759
And I remember having conversations with,
uh, friends of mine that own agencies

912
00:45:55,765 --> 00:45:58,589
cuz Josh was interested in computer
programming and they were saying to me,

913
00:45:58,589 --> 00:46:01,529
Listen, if you wanna get into programming,
probably best you don't go to uni.

914
00:46:01,830 --> 00:46:03,839
Well, this is not what they
would've said years ago.

915
00:46:03,930 --> 00:46:08,130
You know, when I was looking at it, it's,
but it's this whole thing now, actually.

916
00:46:08,430 --> 00:46:11,160
The world is a different place where
education is concerned and it's

917
00:46:11,160 --> 00:46:12,390
all getting turned on its head.

918
00:46:12,390 --> 00:46:14,160
So I love your philosophy.

919
00:46:14,160 --> 00:46:17,850
I think it's great and I think it's,
um, I can see why it will resonate.

920
00:46:18,270 --> 00:46:19,440
Uh, Colby, listen.

921
00:46:19,440 --> 00:46:20,879
How do people reach you?

922
00:46:20,879 --> 00:46:22,589
How do they connect with you?

923
00:46:22,680 --> 00:46:24,240
Um, how do they get that free pdf?

924
00:46:25,484 --> 00:46:26,835
. 
Colby Flood: Yeah, so free pdf.

925
00:46:26,835 --> 00:46:30,645
If there's links provided in
this, uh, podcast, um, I can

926
00:46:30,645 --> 00:46:31,755
definitely send that over to you.

927
00:46:31,755 --> 00:46:35,984
So there'll be that and some additional
free content they can get for education.

928
00:46:36,285 --> 00:46:38,975
If you go to our homepage,
brighterclick.com.

929
00:46:39,510 --> 00:46:40,830
In the home hero section.

930
00:46:40,830 --> 00:46:43,440
So the top of the page, there
will be a button to download

931
00:46:43,470 --> 00:46:46,950
the current creatives that we're
seeing performing for Facebook ads.

932
00:46:47,430 --> 00:46:51,240
Um, we're not gonna spam you promise, Uh,
don't have the bandwidths to do that right

933
00:46:51,240 --> 00:46:53,700
now, , but you'll get a, you'll get a pdf.

934
00:46:53,760 --> 00:46:56,340
What you will get looped
into is what we're looking at

935
00:46:56,345 --> 00:46:57,660
starting, which is every month.

936
00:46:58,245 --> 00:47:01,395
We're just gonna send out a, a
slide deck with the top creatives

937
00:47:01,395 --> 00:47:02,924
we we're seeing performing that way.

938
00:47:03,404 --> 00:47:06,075
Um, reach out to me on
LinkedIn, Colby Flood.

939
00:47:06,134 --> 00:47:08,924
Uh, be glad to connect with
anybody and just kind of, uh, talk

940
00:47:08,924 --> 00:47:10,725
shop or talk opportunity there.

941
00:47:11,265 --> 00:47:12,134
Matt Edmundson: Fantastic.

942
00:47:12,524 --> 00:47:17,774
And we will of course put all of the
links, uh, that Colby has mentioned

943
00:47:17,895 --> 00:47:21,615
in the show notes, so to the pdf,
the software that he's mentioned.

944
00:47:21,615 --> 00:47:24,674
We'll get, we'll get those off you as
well, Colby, and we'll, we'll put those

945
00:47:24,680 --> 00:47:28,634
in, uh, and we'll listen, we'll even put
your affiliate link in because why not?

946
00:47:29,010 --> 00:47:30,810
Uh, it makes no difference
to anybody else.

947
00:47:30,810 --> 00:47:31,080
Right?

948
00:47:31,080 --> 00:47:35,580
So, uh, we'll add those to the show
notes, uh, which you can get at

949
00:47:35,580 --> 00:47:39,390
ecommercepodcast.net or you can get
them direct to your inbox if you have

950
00:47:39,390 --> 00:47:41,490
signed up for our non spam newsletter.

951
00:47:41,490 --> 00:47:43,950
Cuz like Colby, we don't
have the bandwidth either.

952
00:47:43,950 --> 00:47:47,040
We only just remember to send the
newsletter out more than anything else.

953
00:47:47,045 --> 00:47:49,380
So, uh, it's, uh, it's a funny one.

954
00:47:49,680 --> 00:47:52,320
Colby, thank you so much for joining
me on the e-Commerce podcast.

955
00:47:52,320 --> 00:47:53,490
Been an absolute treat, man.

956
00:47:53,490 --> 00:47:57,475
Real pleasure to meet you and thank you
for sharing your thoughts and insights.

957
00:47:57,475 --> 00:48:00,694
Lots of stuff to think about,
Lots of conversations to have.

958
00:48:01,495 --> 00:48:02,535
Colby Flood: Thank you
so much for having me.

959
00:48:02,535 --> 00:48:03,255
It was a great time.

960
00:48:03,765 --> 00:48:04,575
Matt Edmundson: Oh, it's been brilliant.

961
00:48:04,575 --> 00:48:04,905
Brilliant.

962
00:48:05,385 --> 00:48:06,765
So there you have it.

963
00:48:06,795 --> 00:48:09,375
What a great, great conversation.

964
00:48:09,380 --> 00:48:14,085
Huge thanks again to Colby for joining
me today and also a big shout out to

965
00:48:14,090 --> 00:48:17,365
today's show sponsor ecommercecohort.com.

966
00:48:17,625 --> 00:48:21,825
Do head over to the website,
ecommercecohort.com for more

967
00:48:21,825 --> 00:48:25,984
information about this new type
of community that you can join.

968
00:48:26,495 --> 00:48:30,305
Be sure of course to follow the
e-commerce podcast wherever you get

969
00:48:30,305 --> 00:48:34,115
your podcast from because we've got
even more great conversations lined

970
00:48:34,120 --> 00:48:35,975
up just like today's one with Colby.

971
00:48:35,975 --> 00:48:38,134
And I don't want you to miss any of them.

972
00:48:38,464 --> 00:48:42,365
And in case no one dear listener
has told you yet today, let me

973
00:48:42,645 --> 00:48:43,934
be the first person to do it.

974
00:48:44,035 --> 00:48:46,004
You are awesome.

975
00:48:46,095 --> 00:48:46,785
Yes, you are.

976
00:48:47,085 --> 00:48:49,005
It's just a burden we all have to bear.

977
00:48:49,275 --> 00:48:52,065
Some of us more than others,
but we're still all awesome.

978
00:48:52,545 --> 00:48:55,755
Uh, the e-Commerce podcast
is produced by Aurion Media.

979
00:48:56,085 --> 00:48:59,985
You can find our entire archive of
episodes on your favorite podcast app.

980
00:49:00,315 --> 00:49:04,520
The team that makes this show possible
is Sadaf Beynon, Josh Catchpole,

981
00:49:04,850 --> 00:49:06,970
Estella Robin and Tim Johnson.

982
00:49:07,000 --> 00:49:10,960
Our theme song was written by Josh
Edmundson and My Good Self, and as I

983
00:49:10,960 --> 00:49:13,870
mentioned, if you would like to read the
transcript or show notes, head over to the

984
00:49:13,870 --> 00:49:19,240
website, ecommercepodcast.net where you
can also sign up for our weekly newsletter

985
00:49:19,660 --> 00:49:23,610
and get all of the good stuff direct your
inbox totally free, which is amazing.

986
00:49:24,200 --> 00:49:26,930
So Colby, that's it from me.

987
00:49:26,930 --> 00:49:27,950
That's it from you.

988
00:49:28,190 --> 00:49:30,170
Uh, thanks everyone for joining us.

989
00:49:30,170 --> 00:49:32,810
This, uh, this well, this
is the e-commerce podcast.

990
00:49:32,840 --> 00:49:36,740
Uh, have a fantastic week wherever
you are and I will see you next time.

991
00:49:36,920 --> 00:49:37,790
That's it from me.

992
00:49:38,420 --> 00:49:38,870
Bye for now.