172: Promoting Your Holiday Box Using Facebook Ads with Josh Coffy
Launching a one-time holiday box in the 4th quarter is good business. Doing it without running ads isn’t. That’s why I brought my friend and colleague Josh Coffy of The Ecommerce Alley to talk with us. Listen to episode 169 for more about why YOU should consider a one-time holiday box. Do you need to run Facebook Ads? You should always be building your audience organically. And you should get your audience excited about your one-time holiday boxes organically. But, if you want to maximize the sale of your one-time holiday boxes, you need to use ads. Josh is an expert on Ecommerce marketing and Meta ads. He says that whether it’s now or later, you HAVE to figure out advertising. In order to predictably attract new customers, you have to advertise. I shared my favorite ads analogy. Ads aren’t the base of your marketing strategy. Your base is all of the organic audience building you do. Consistently showing up on social media, engaging with your audience… And ads? They are likee lighter fluid. They take what you’ve already built and make it burn hotter and faster. Why run Facebook Ads in the 4th Quarter? In Q4, people are buying like no other time of the year. Take advantage of the momentum Q4 naturally gives you. Josh talked about the types of ads you can/should run: Facebook Ads Explained Josh had even more recommendations including running purchase-based campaigns and keeping it simple. Start slow and increase your ads budget as sales come in. Josh walked us through how he would build a campaign for a one-time holiday box no matter what your budget is. He explained “return on ad spend,” what is realistic to expect, and what you need to spend to get to the desired number of box sales. Subscription box owners must manage their expectations and remove emotion (which is hard). Josh reminded us that marketing is a mathematical equation, not an emotional decision. Ads require a great deal of mental fortitude. Josh also shared that “ad-dy ads” are working right now. Customers are responding to ads that look like ads. Getting in Front of More People As E-commerce business owners, our goal every day is to get in front of more people. As subscription box owners who face cancellations each month as a reality of doing business, growth depends on getting in front of more people. I asked Josh what advice he had for someone who has never run an ad. He said it might feel like Mt. Everest in front of you. After all, Meta ads can be confusing and expensive. But the only way to get to the top is to start climbing. It’s going to be scary but just do it. Start slow and small… but do it. Join me for this episode as Josh and I nerd out on all things Facebook Ads and how you can use them to maximize sales of your one-time holiday box! Episode 169 - A One-Time Holiday Box Can Validate Your Subscription Box Idea Find and follow Josh: The Ecommerce Alley on Facebook The Ecommerce Alley Podcast Josh Coffy on Instagram Join me in all the places: Facebook Instagram Launch Your Box with Sarah Website Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today!