Bonus Episode: Marketing Efficiency Ratio is a Better Metric than ROAS with Nigel Thomas

Honest Ecommerce

Having previously built a 7-figure agency and consulted many 7 and 8-figure DTC brands on their marketing strategy, Nigel knows what it takes to implement complex paid social campaigns at scale.

He is the CEO of Alpha Inbound, a growth marketing agency that helps Shopify brands find higher quality traffic on Meta & TikTok for less by creating, testing and scaling highly engaging UGC content.

In This Conversation We Discuss:

• [00:00] Intro
• [01:20] How Nigel started with Alpha Inbound
• [02:38] What makes Alpha Inbound different
• [04:00] The partners that Alpha Inbound works with
• [05:40] Alpha Inbound’s “secret sauce”
• [08:06] MER gives a wider perspective
• [09:25] MER makes the attribution problem simpler
• [10:40] Marketing isn’t just direct response advertising
• [11:08] Branding vs direct response advertising
• [12:08] SMBs want to be brands but they don’t know how
• [12:33] Questions to ask before investing into paid ads
• [14:39] An agency that is great asks more questions
• [15:15] Are the “agency horror stories” their own fault?
• [16:40] VC-backed companies are pressured
• [17:02] Why Chase doesn’t to work with funded brands
• [17:29] Brands, trust the agencies’ processes
• [17:54] Economics, resources, expectations
• [19:08] How to grow from a million
• [19:52] What should your LTV and margins be
• [20:22] How Alpha Inbound puts together content
• [21:22] Volume to test, systems to make volume
• [21:59] Looking at ROAS and day 1 attribution
• [23:22] Budgets doesn’t instantly mean success
• [24:48] The platform always wins
• [25:02] Percentage of gross revenue to invest in growth
• [26:14] You really have to pay to play
• [26:37] What if you can’t spend $10k on ads?
• [27:40] Where to find Nigel

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Performance digital marketing agency who empower DTC Brands by sending high-quality traffic into their Ecosystem alphainbound.com
• Connect with Nigel linkedin.com/in/nigelthomas-ai

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