March 01,2021

Back-end targeting for building sustainable customers

Tom Reid

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Full Episode

Transcript

I think one of the biggest mistakes that people make is they focus so hard on that, like being profitable on the front end. They obviously spend money on Facebook ads, instagram out whatever the case may be, driving traffic to their website on. Then they cut those ads. If they're not profitable, the reality is right now. Cost per impressions. Customer acquisition costs increased massively over the last 12 18 months on the money needs to be made on that back end, Which is why, with brands I'm working with with my own Nikon brand, we're really focusing on building out a robust, watertight back end so we could take that customer. We can acquire them way may. Hopefully we'll hopefully The aim is to break even on that front end through the acquisition, but then we can then obviously leverage email, retargeting, direct mail. Whatever the case may be on that back end to actually squeeze the profit out off them on. I just don't think many brands are doing that now. They're not focusing on that. They're focusing so hard on the front end that they're neglecting their back end, where most of the profits actually made

Thanks,
George