Marketing Efficiency Ratio is a Better Metric than ROAS | Nigel Thomas | Alpha Inbound | Bonus Ep

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 NigelResources:Subscribe to Honest Ecommerce on YoutubePerformance digital marketing agency who empower DTC Brands by sending high-quality traffic into their Ecosystem alphainbound.comConnect with Nigel linkedin.com/in/nigelthomas-aiIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!