#18 DTC 101: Your KPIs Might Be Hindering Long-Term Growth

Effective social media ads. Pricing strategy. Instant payment improvements.

If you’re looking for a masterclass in direct-to-consumer marketing, start with this latest episode of the Growth Machine Marketing Podcast.

Ecommerce coach Austin Brawner has helped over 200 ecommerce brands — like Ancient Nutrition, Kettle & Fire, and MVMT Watches — grow to eight-figure businesses. 

In this episode, we discuss:

  • Special offers: Why gift cards to your own store are better than discount codes
  • KPIs: How to use KPIs to foster your long-term marketing strategy
  • Effective social media ads: Creative that fits in natively with the platform but also stands out
  • Black Friday Cyber Monday: How it’s poised to be a logistics nightmare and how you can set yourself up for success

Show Notes

0:36 - Austin talks about his work as an Ecommerce Business Coach, and why that title best suits the services he provides to clients.

4:55 - Challenges clients often face while managing their budget in relation to their growth.

6:48 - Allocation of marketing spend: when should you start diversifying across different channels?

9:44 - Demand generation vs. demand capture. Importance of knowing the fundamentals of the platform you are advertising on. 

15:42 - Coupon codes and special offers have become not only common but expected in ecommerce today; ways to track performance and cost effectiveness of your offer.

20:29 - How price points can increase the consumer’s desire for a product.

24:48 - Pricing dynamic in subscription-based businesses. 

30:17 - Customer acquisition cost in organic vs. paid traffic. 

32:43 - Key performance indicators in email marketing. Long-term thinking. 

38:14 - What the upcoming holiday season may bring for ecommerce stores and brands. 

43:08 - Be sure to check out Austin’s website Brand Growth Experts and Podcast

Ecommerce Influence.


Austin’s community (join here) (16:30)

Honest Company (26:15)

Winc (26: 22)

Four Sigmatic Coffee (27:04)

ARPU (28:20)

Electric SMS (28:22)

Recharge (28:25)

Find us on Twitter

Austin: @a_brawn

Amanda: @amandanat

Growth Machine: @growthmachine__

Amanda Natividad

Amanda is the Head of Marketing for Growth Machine.