Steven Pope

Awareness can spread throughout just not just UGC, but also through the aspect of things like your social media platforms.

How are you engaging with your audience?

How are you actually putting out your brand name?

Are you trying to focus on just

running ads just for the sake of conversion or are you truly trying to build a top of funnel awareness of what your brand does and how it does it and i think that even builds into the differentiation factor of your brand versus your competitors brands the secondary thing that i always want to think about whenever i'm working with any form of direct consumer brand

Whether you're on Amazon, you're on Shopify, you're on Target, it doesn't matter, or even in retail.

And that is how fast can you make the first purchase frictionless?

And that is the big keyword frictionless.

As soon as you can get that first order, that gives you so much data on your end consumer.

You now get to actually push that end consumer for retargeting,

trying to get them into being a regular consumer.

This is most impactful for consumer packaged goods brands because they can do a lot of retargeting and get more than one for getting their customer lifetime value as high as possible.

Somebody who purchases from you only one time is not a customer.

They're only a prospect.

That is because somebody does not truly become a customer until they have purchased from you more than one time.

That still implies that you need to get a very frictionless first order, because if you can never get past that even first order barrier, you're infinitely far away from that second order barrier.

That person who is a prospect after that first story, sure, is easier to retarget and resegment and try and get back in the door than somebody who has never heard about your brand at all.

So when you're thinking about things like your customer lifetime value and your customer acquisition costs, making sure that you have as frictionless of a sales funnel as possible.

Somebody clicks on the ad, they can do a one-click purchase, they can just pay with their Apple card, anything like that.

that can just speed along that purchase.