Social Media Burst

03/02/2026

is quickly approaching! And I am super excited to be participating in the B2B Education Day on March 14. I’m going to drop some game-changing information on the audience that will reshape how they think about brand building, specifically how social media should play a role. If you’re attending, let me know. Would love to meet up

09/09/2024

04/23/2024

A good creative studio/branding agency can do wonders for a brand. But if they don't understand how their work impacts conversion, their beautiful designs are a liability, not an asset. Save this thread and refer back to it when it's time to do some branding work for your business.

What are your thoughts? How do you determine if the agency you're talking to knows what's up?

01/16/2024

Each part of your funnel has a defined purpose and for each part to operate effectively, that purpose has to be understood. If you ask one part to do something beyond its scope of work, the funnel falls apart. So remember, ads drive traffic to your store (website). Your store closes the sale.

In some cases, your PDP is not enough to close the sale. In others, buyers want/require more information, social proof, etc. before making a purchase. And that's why landing pages exist! Another layer of a funnel.

The bottom line is, understand your funnel and ensure you're asking each part of it to do the job it's intended to do - and nothing more.

11/02/2023

When it comes to promotions, bigger is better. And by better we mean more impactful from the consumers perspective. 23 days until BFCM. 😏

10/25/2023

Do sales (discounted promotions) drive incremental revenue? This has been a debate since the beginning of time (at least amongst marketers). But when we actually take a look at the data, the answer is an overwhelming, no. For brands that are past the startup phase, promotional sales are largely not the way to drive incremental revenue. In fact, most of the time they eat away at margin because the revenue is not incremental.

So what does this mean? It means,

#1 You don't have a solidified brand if all of your revenue is coming from promotions.
#2 You need to rethink how your brand uses discounts to grow

This requires some "hard looks in the mirror" and can be hard to stomach for a lot of brands but if you turn off those discounts and revenue disappears, that's a real problem and a sign that you have an unsustainable business model.

Want to create a sustainable business model? Start with a great product and figure out what problems it solves for one particular person. Then attack that heavily in your marketing. Speak to your product's benefits, not its features. And then get the word out there. Because people typically don't buy a product until they've heard of it.

The process sounds simple but if it was, every brand would be killing it, and they're not. So put in the time and effort on this front before you fall back to promotions that may not actually help your brand grow.

10/16/2023

Hey Founders, no one will ever care about your brand as much as you do. So when you're starting out, please don't make the mistake of thinking you are better than any job required to make your brand a success. And please don't make excuses about not having the time to _____ (fill in the blank). If it matters, you'll make the time. And responding to the community you are building, engaging with them, and turning them into customers and returning customers - that matters.

10/09/2023

There's a lot of talk these days about contribution margin amongst the marketing community, especially on Twitter. And honestly, this is a great thing. For a long time, most marketing professionals were completely ignorant when it came to how their efforts impacted the P&L and vice versa. But, many still don't fully understand contribution margin and how to look at it over the life of a customer.

You may hear the term LTV from time to time and this is what we are talking about. Because yes, your contribution margin will be negatively impacted if you use a promotion as a lead gen tactic. And these days CMOs, agencies, and the like are starting to wonder whether or not those lead gen promos are worth it. A valid question.

To answer that question (are lead gen promos worth it) you must look at the LTV of your customers and understand how the promos impact margin. Ask yourself:

🤔 Would you have been able to bring in subsequent revenue from additional purchases if you didn't get that email address?
🤔 Would the subsequent revenue have been as high?
🤔 Was the revenue incremental to your business?

This is how you should decide if those lead-gen promos are worth it. Don't give away margin just to give it away. That's not what we are saying at all. But what we are saying is, that we tend to see the lost margin up front creates incremental revenue on the backend that easily makes up for the discounts. Keyword = incremental.

If your brand is seeing this too - incremental revenue - revenue you wouldn't have been able to capture without that email address, and email addresses that you likely wouldn't have captured without that discount, then you should keep running lead gen promos to pull in those contacts.

If not, well, then take a look at the systems you have in place after you capture an email address and make sure those are working. If they are, then you're in a position to say, I don't think the lead gen promos are working.

What do you think about this? Do lead gen promos work for your brand? Are they worth it?

10/06/2023

Does this trigger you? It shouldn't. It's just a reminder that your ads (and organic content and everything else your brand puts out there) aren't for you. They're not to describe your product. They're not to tell anyone why your products are so great. They're not to promote your new drops or best sellers.

The content you put out is meant to start a dialogue with your ideal customer. You want to show them that you know what they are thinking about when they consider buying products like yours and that when you created your product, you did so with these problems, thoughts, and/or desires in mind.

Benefits > features. Dialogue> lecture. Listening > talking.

Now go create some great ads!

10/05/2023

Only 50 days left until Black Friday. 😱 Which means the biggest month of the year is right around the corner. Hopefully, your brand is already working on your holiday strategy

📧 email
📲 SMS
🚀 paid media
📱 social media
🤳 influencers
🌐 website updates

to name a few. 😁 At Social Media Burst, we typically start working on our client's holiday strategies in early September for implementation in October and ex*****on in November. Because you don't want to be scrambling during the most critical time of the year for e-commerce brands. Start early, implement early, test early, nail Q4!

If your brand needs help with strategy or ex*****on, it's not too late! Reach out and let's capture as much revenue as possible to end the year on a high note and set your brand up for success in 2024 (less than 90 days away)!

02/27/2023

When brands run sales, they often attribute all or a large portion of the volume driven by the sale to incremental lift. But is the volume incremental? The short answer is, often no.

Most of the time, a lot of the sales driven by your promotion are either
1) discounting sales for customers that would have purchased anyway (unnecessarily lowering your AOV)
2) pulling sales forward (customers that were going to purchase and did so earlier because of the promotion.

Read those again. Neither equates to incremental sales. So then did your promotion help your brand? In most cases, no. They often hurt a brand because they are not used strategically.

Promotions have a place in marketing. But we see far too many brands relying on them for revenue while ignoring the root causes that are driving their lack thereof.

As the great Les Binet says, “Price promotions are a drug. They are the crack co***ne of marketing. I hope that we see an end to the senseless promotions that we’ve seen.”

This is why as marketers, as brand owners and leaders, we must optimize for profit, not ROI. Don't destroy the longevity of your brand for short-term gains that are not repeatable and do nothing to grow your brand.

02/06/2023

Don’t get lost in the attention game and lose site of the metrics that actually move the needle for a business. People pay attention to things they are familiar with. Optimizing for attention often means you’re talking to people already familiar with your brand. Not a good strategy if you’re looking for incremental growth.

A better use of your time and capital is to optimize for needle moving KPIs and consider the quality of your creative and your budget when making strategic decisions.

So, should you pay attention to attention? Yes, but only as it relates to furthering your top KPIs, not in a vacuum solely for attention’s sake (which is what most people – especially on social media - are doing).

socialmediaburst.com