Ecommerce Playbook: Numbers, Struggles & Growth
Common Thread Collective
2020 transformed the world of ecommerce forever.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
Episodes
Mentioned books
May 25, 2022 • 27min
Your Facebook Ads Are Doing Better Than You Think
It is a fact that brands are pulling back on Facebook spend. They shouldn’t be. In this episode, Andrew explains why the return on Facebook ads is better than you think, where your money is going, and how your growth is happening. “When you start buying traffic of any kind, it affects all your channels. A steady decline in Facebook spend produces a steady decline in organic and paid. And, ultimately, creates significant revenue decline.”
Show Notes:
- https://bit.ly/3LHNobF - Statlas, CTC's data tool Andrew referenced on the show.
- https://bit.ly/38eHjWr - CTC Weekly Data Newsletter from ~220 stores comprising $5B in GMV.
- https://bit.ly/3lDBtB6 - Explore CTC's "Expert Strategy" program for your brand.
- https://bit.ly/39QCh2K - View the graphs and charts Andrew mentions.
May 18, 2022 • 33min
How Will Your Business Be Great?
“Get really good” might seem like unhelpful advice, but there’s a principle behind it. In this episode, Andrew emphasizes the need to be great at some aspects of your business, and why doing so will set your brand apart from the rest. “The brands that are winning have some feature or element of their business that make them uniquely good. They’re great at something.”
Looking to scale your business in this unique climate? Get personalized ecommerce training from a team of experts, free for a limited time. Visit http://www.youradmission.co/
May 11, 2022 • 25min
Make Bigger Changes
If you aren't happy with your business, it’s probably time to make some changes. In this episode, Andrew draws from his experience as a consultant coming in with a fresh perspective on a brand and its problems. “When I look at businesses, my only goal is to win for them. So I ask, ‘Why not do the thing that’s going to make you more money?’”
May 4, 2022 • 43min
How to Generate Winning Facebook Ad Creative
Quantity alone isn’t always better than quality. In this episode, Andrew does a deep dive into Facebook ad creative strategy. “It’s not just about the volume of ads, but the quality of ads. I believe you need both to be successful.”
Apr 27, 2022 • 48min
The Mechanics of Executing a Promotion
Ever made it to the end of your promotion and realize you forgot something? In this episode, Andrew zooms into the mechanics of effective product launch and promotion strategies. “I’m going to give you five elements of executing a great promotional moment from start to finish.”
Show notes:
- Overview of the Four-Peaks Theory: https://commonthreadco.com/blogs/coachs-corner/ecommerce-marketing-calendar
- SMS capture page example: https://bambuearth.com/pages/text-offers
- Landing page example: https://bit.ly/3khoynC
Apr 20, 2022 • 25min
Eight Things I’m Doing To Stay Productive
If you’re a naturally productive person, skip this episode. For the rest of us, Andrew shares how he’s managing context switching and productivity. “I know I’m not alone in the challenge of working between multiple things at once.”
Apr 13, 2022 • 16min
Is Pure-Play DTC Done?
The world of DTC as we know it is behind us … or is it? In this episode, Andrew throws it back to the first few episodes of the show with a brief reflection on a broad question. “Is pure-play DTC over?”
Apr 6, 2022 • 26min
Scaling Teams is as Hard as Scaling Revenue
What makes a good manager? In this episode, Andrew follows up on a comment he made in a previous conversation with Common Thread CEO Taylor Holiday about his biggest leadership mistakes. “As your organization grows, think about how you are scaling the team’s ability to function effectively and efficiently.”
Mar 30, 2022 • 32min
Building a Perpetual Facebook Ad Machine
More creative, greater efficiency. In this episode, Andrew explores the best creative strategy to get the most out of Facebook ads. “The basic idea is: How much creative can you put into your Facebook account and manage it as efficiently as possible?”
Mar 23, 2022 • 20min
Where Will Your Business Create Value?
Where do you create value in your business? In this episode, Andrew demonstrates how to answer that question and why it is so important for your business’ success. “Where is the profit going to come from and what is going to make this worth my time? Get as clear as you can on that, and build everything possible in the business towards that.”
