In this episode of Ad-justing Your Strategy, we dive into the intricacies of TikTok Shop Spark Ads. Before diving headfirst into using Spark Ads, it's crucial to analyze the numbers and understand the potential costs.

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Tried https://elevenlabs.io to clone my voice in this episode. Personally, I didn’t like it. It doesn’t sound like me, even though the pronunciations are better than mine. But it’s not me.
Could you use this or any similar AI tool to clone your voice better? I’d love to hear from you. DM me @souravghosh on X or Instagram please.

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Here’s how it works: When a creator tags your product in their post and makes a sale, they earn a commission. If you then use that post as a Spark Ad, they continue to receive their full commission.

However, combining the cost per acquisition (CPA), commission, and TikTok referral fee can quickly escalate expenses.

So, is this customer acquisition cost (CAC) sustainable for your brand?

Moreover, is it fair for the creator to earn a percentage of sales from the ads run by your brand solely for creating the content?

Let’s break it down:

• Calculate your CPA: Include the commission paid to the creator and the TikTok referral fee. This will give you a clear picture of your total expenses per acquisition.
• Evaluate your margins: Can your business sustain these costs while maintaining a healthy profit?
• Consider the value of the content: The creator not only brings authenticity and trust to your brand but also contributes to your overall marketing strategy. Weigh the benefits against the costs.

In conclusion, while TikTok Shop Spark Ads can be an effective way to leverage user-generated content and drive sales, it’s essential to thoroughly assess the financial implications and ensure they align with your brand’s goals.

Thanks for tuning in to Ad-justing Your Strategy. If you enjoyed this episode, don't forget to subscribe and leave a review. Until next time, keep growing!

In this episode of Ad-justing Your Strategy, we dive into why embracing organic social strategies is no longer optional for DTC and e-commerce brands. With the Cost Per Acquisition (CPA) on ad platforms steadily rising, it’s crucial to integrate robust organic strategies to stay competitive.

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🤖 Tried https://elevenlabs.io to clone my voice in this episode. Personally, I didn’t like it. It doesn’t sound like me, even though the pronunciations are better than mine. But it’s not me.
Could you use this or any similar AI tool to clone your voice better? I’d love to hear from you. DM me @souravghosh on X or Instagram please.

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Want more insights for your business?

📨⁠ Subscribe to our Newsletter⁠

Follow 💬 ⁠Our WhatsApp Channel⁠

Join our 📚 ⁠Resource Hub + Community (FREE)⁠

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In this episode, we'll cover:

• Factors Contributing to the Increase: Understanding why CPA is rising and how it affects your marketing budget.
• Importance of a Robust Organic Social Strategy: Why relying solely on paid ads is no longer sustainable.

• Driving Website Traffic and Sales: How organic content can bring a steady stream of visitors to your site.
• Enhancing Ad Performance: The symbiotic relationship between organic content and paid ads.
• Testing High-Performing Organic Content as Ads: Leveraging successful organic posts to boost your ad performance.

• Consistency is Key: The importance of regular posting and experimenting with different content types.
• Engagement Leads to Growth: How interacting with your audience through likes, comments, and shares can boost your content’s reach.

• Explore and Reels Tabs: Understanding how Instagram's recommendation systems work and how they affect your content’s visibility.
• Posting Frequency: Tips on how often you should post to grow your followers while balancing content creation with your well-being.

• Building a Community: Creating a simple Facebook Group to gather your loyal customers and brand advocates, and funnel new social media followers into this community.
• Lean Content Workflow: Utilizing a streamlined approach to content creation.

Here are my SOPs for

• Reels Best Practice for Business
• Facebook Ad Basics

that I share with my clients.

Let's elevate your brand's social media game together!

Thanks for tuning in to Ad-justing Your Strategy. If you enjoyed this episode, don't forget to subscribe and leave a review. Until next time, keep growing!

Before you lock yourself into a long-term contract with any agency or professional, start with a trial month or period. Trust me, you'll thank me later.

Want more insights for your business?

📨 Subscribe to our Newsletter

Follow 💬 Our WhatsApp Channel

Join our 📚 Resource Hub + Community (FREE)

In this episode, we'll cover:

• Horror Stories from the Industry

  • In the past 15+ years, I've witnessed many horror stories resulting from overlooking trial periods.
  • As a business owner, it can be a nightmare to continue paying an agency or vendor that fails to deliver the promised value, simply because you signed a contract.

• The Manipulative Nature of Contracts

  • At the core, such contracts can be manipulative, holding you accountable for payments while not ensuring they meet their deliverables.

• The Real Costs: Time, Money, and Energy

  • Beyond the financial burden of paying for unfulfilled work, you also have to worry about getting that work done.
  • This might mean doing it yourself—adding to your already overwhelming workload—or finding, vetting, and paying someone else to do it.

• Trial Periods: A Solution

  • Many talented and competent professionals and agencies are happy to offer a trial period or month.
  • Even with the best intentions and efforts, sometimes it just doesn’t work out between the brand and the agency/professional. When this happens, it's best for both parties to move on to a better fit.

• Malpractices in Today's Market

  • Forcing clients to continue paying for a service they no longer find valuable is a malpractice in today’s market.

• Advice for Business Owners

  • I strongly advise extreme caution when entering long-term contracts with new agencies or professionals.

• When to Lock-In with Long-Term Contracts

  • If you’ve already evaluated them with a trial run or have solid evidence that they deliver far more value than they cost, don’t hesitate to lock them in with a long-term contract.
  • If a competent professional or agency (especially a smaller one) dedicates most, if not all, of their time and resources to growing your brand, and you're seeing reasonable progress with a clear, promising roadmap ahead, don't lose them.
  • Especially those who go the extra mile to do impactful things for your brand that few others in the market dare to do—they are the rare gems.
  • Value them and incentivize them to stay focused on your brand for a long period. Otherwise, you risk losing this talent to another brand, or worse, your competitors.

• Application Beyond Agencies

  • Though we’re focusing on individuals and agencies here, this advice applies to other vendors as well, such as SaaS products for your DTC brand.
  • Start with a monthly plan, evaluate not just the potential of the tool but how much value you and your team can actually derive from it before committing long-term.

• Financial Prudence

  • Be overprotective of the money you spend on your business.
  • Every dollar wasted on something that doesn’t add value is a missed opportunity to invest in something that could.

Tune in to learn how to safeguard your business from the pitfalls of long-term contracts and make smarter, more strategic decisions.

"I don't enjoy my business anymore"—if you can relate to this, this video (Watch on YouTube or Spotify) is for you.

YouTube: https://youtu.be/5qGjxOwpfRo?si=LKRLffASjlRqaX3_

I'd love to hear from you.
Whatever you'd like to share.
Your journey, struggle, story, finding balance.

Write to me @souravghosh on Twitter (X) or Instagram.

Here are the topics discussed in the episode:

• 🔸 Addressing the common sentiment: "I no longer enjoy my business"
• 🔸 The challenges accompanying business expansion
• 🔸 Reflecting on the original motivations behind starting your business
• 🔸 The many roles of a DTC business owner
• 🔸 The universal challenge for service-oriented businesses, including agencies
• 🔸 Relevance of these challenges to content creators
• 🔸 A reminder: you're not in this alone
• 🔸 My approach to mentoring business owners
• 🔸 Varied approaches for different businesses in addressing growth challenges
• 🔸 Considering the feasibility of slowing down in consumer-focused DTC
• 🔸 The rising cost of customer acquisition over time
• 🔸 Potential impacts of not advancing your business
• 🔸 Overcoming initial complexity and intimidation in business
• 🔸 How business challenges become manageable over time
• 🔸 The hiring dilemma: balancing cost and need
• 🔸 Effective strategies for making smart hires
• 🔸 Deciding between more time and more money in your business
• 🔸 Assessing the effectiveness of your hiring decisions
• 🔸 Exploring equity partnerships for businesses with limited time and budget
• 🔸 Key considerations when choosing an equity partner

Navigating the DTC world in 2024, especially on platforms like Shopify, can feel like a rollercoaster for small business owners.

Starting a DTC business and managing its growth involves a big shift in responsibilities. In the video, you'll find strategies to realign with your original motivations while juggling the many roles of business ownership.

For those in the Shopify ecosystem, wearing multiple hats is a daily grind. Whether you're running a service-oriented business like an agency or creating content, the challenges of growth, overwhelm, and adaptation are universal.

Feeling overwhelmed? You're not alone. Discover a personal mentoring approach focused on sustainable growth that balances personal well-being with professional satisfaction.

Understanding market dynamics in consumer-focused DTC is crucial. We dive into topics like rising customer acquisition costs and competitive market positioning, providing insights to help you make informed decisions.

As your business evolves, the initial complexities become more manageable. You'll find guidance on adapting to these changes, emphasizing the importance of continuous learning and strategic planning.

The hiring dilemma is a key part of scaling any DTC business. Get practical advice on balancing the need for additional help with the costs, ensuring your hiring decisions support your goals.

We also explore equity partnerships for businesses with limited time and budget. Choosing the right partner is critical, and you'll get tips to help make that decision.

This episode aims to rekindle your joy in the DTC journey, offering a blend of strategies, experiences, and insights tailored for Shopify and other eCommerce platforms. It's more than just guidance; it's about rediscovering balance and joy in the world of DTC.

Think of the #1 activity/decision that you know will move the needle and take your business closer to your goal.

What’s stopping you from focusing on that?

What are the things that are occupying your time & attention but barely moving the needle, not making enough impact?

What do you need to cut those down to laser focus on things that will create much more impact on your business?

Are you not clear about what will actually move the needle, make the most impact for your business? Feel free to send a DM. I’d love to help you figure that out and focus on that.

Running an eCommerce business? What kind of involvement does it need from you at this stage?

Not understanding this, and not proactively acting on this, killed countless ecommerce businesses.

From small to 7/8-figure ecommerce brands, many died tragic deaths, in spite of having great products and a viable market, because of the owners not getting more/less involved when they needed to.

When to step in and take charge, when to step back and let your business grow in the hands of more capable people - one of the most important lessons an Entrepreneur can learn in their journey.

I hope this video will nudge you to contemplate on this and do what’s best for you and your business.

Follow for more thought-provoking insights to help in growing your DTC brand.

DM your store handle or URL on Instagram or X. I’d love to take a look and share quick thoughts.

How can I help you grow your business?

Tell me what you are struggling with, on

Twitter: https://twitter.com/souravghosh

Instagram: https://instagram.com/souravghosh

I will try to cover your issues in my future content.

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🕰️ Limited Time, Unlimited Choices - Where's your focus? Running a business and feeling swamped? 🌊 🔍 Everything & everyone vying for your attention: 📊 Finance 🛍️ Products or services 🖥️ Store management (Online & offline) 🛒 Sales & post-sales services 📦 Fulfilment 😊 Customer Satisfaction ⚖️ Legals 👥 HR And Marketing? Oh, that's a universe on its own! 🌌 🌐 Organic Social: Planning, creating, posting, engaging... and the list goes on.

Platforms like Facebook, Instagram, TikTok, LinkedIn, and more keep evolving. 🔎 Organic Search: From keyword research to ranking factors, it's a vast field. Thinking it's all free? Think again! Time is money, right? 💸 📢 Ads on Meta, Google, TikTok... a whirlwind of rapid changes. 💌 Not to mention capturing leads through email, SMS, apps, bots... Setting up flows, campaigns, measuring results. Ever pondered about the entire marketing funnel? 🌀 All those customer touchpoints? The challenge of attribution when multiple channels influence a sale? Leading a team? That's another layer of responsibility. 🧩 Months, even years, can fly by with you always in the 'busy' mode, without the stability and growth you envisioned. 📆 Tech and AI can assist, but they also demand time and learning. 🤖 Here's a revelation: Successful business owners have mastered the art of prioritizing.

They focus on what truly matters, setting up structures that yield results even in their absence. 🎯 So, where should YOU direct your attention for maximum impact? 🤔 That's where I come in. Let's navigate this journey together, optimizing your focus and boosting your bottom line. 💡🚀

As a Business Owner/Marketer, what useful insights can you extract & use from Adam Mosseri (Head of Instagram)'s explanation of Instagram Algorithm and Ranking? That's what we are discussing in today's episode.

• Our Instagram Carousel summarising the information.
• Adam's Reel & blog post.

I'd love to know what you think.

Send me a DM @souravghosh on Instagram.