Cameron House

10 year growth marketing expert, @ampush leadership, grown 20+ DTC business - tweets about what worked, what didn't, and what I see talking to new brands daily.

[Cameron House @cchouse91]

I’ve looked at 10 big DTC businesses this month.themes of teams that know what they are doing:

1) creative velocity.

What: they are testing 10-15 new ads a week.

Why: always get ahead of creative fatigue, find new champions, tight integration between marketing + creative

[Cameron House @cchouse91]

The team at @ampush is going to be sharing insights to help with bfcm sprints and 2023 planning. Let me know questions you have and want covered!

[Ampush @ampush]

Last year online spending during Black Friday fell for the first time ever - this year it may happen again, but there are ways to break the trend.

We increased paid ROAS during BF 2021 by as much as 30% YoY

Here are 5 strategies to take from last year into this one👇

[Cameron House @cchouse91]

@andrehaykaljr Send

[Cameron House @cchouse91]

@BowTiedRancher @jspujji Hey! Lmk if interested. (Dms are open now!)

[Cameron House @cchouse91]

Looking to add more content marketing expertise to my team l!

[Jesse Pujji @jspujji]

Looking for a B2B Content Marketing person - FT, Contract or Agency.

Please DM @cchouse91 (not me) for more info :)

[Cameron House @cchouse91]

@codyplof At a min. you need to separate existing and new users. But I think @TheSianRigby’s example is perfect for how to segment by further intent for more ROAS. Obviously check cpms, frequency, audience sizes but paired w/ right message this can still be a needle mover.

[Cameron House @cchouse91]

@BrettSwensen @wearkizik Curious about what this looks like in practice - if you identify DR trends that drive higher efficiency and lower costs do you divest if it’s not consistent with your brand voice? Do you have an always on awareness/brand budget and treat them as 2 initiatives or build together

[Cameron House @cchouse91]

@codyplof Couldn't agree more. It's also not just the deliverables its the strategy.

1) testing roadmaps that appropriately prioritize across creative, paid tactics, LP's
2) Analysis and analytics across a full marketing funnel.

[Cameron House @cchouse91]

@zachmstuck brand messaging should be tailored to the customer. A few:

1) prospected paid traffic
2) retargeted prospects/ nonconverted crm
3) current customers

UI/UX should be different for these groups, not a 1-size fits all great website.

[Cameron House @cchouse91]

@binghott Context is key - how high a consideration product are you marketing? How many other channels are you marketing on? As a performance guy it’s always tempting to only trust a 1D click. But in many cases you’re leaving $$ on the table and misunderstanding your customers.

[Cameron House @cchouse91]

Crazy to see the incredible growth from an amazing @ampush partner. Huge kudos to everyone involved here.

[Jack Abraham @jackabraham]

Excited to announce Found’s $100M raise! I am (clearly) biased but I think weight care will be one of the most important problems to solve in our lifetime. Grateful to partner with @LaurenceTosi and @JulesMaltz (again! :) to scale this massively! 🚀🚀 https://t.co/S8UPm2Uepl

[Cameron House @cchouse91]

@CJSlattery @ashvinmelwani Higher engaging landing pages can also offset delivery costs. This is where quizzes or interactive LPs can get really valuable as well. Much higher engagement, lower costs, and if targeted effectively, still flat or higher crs.

[Alex Garcia 🔍 @alexgarcia_atx]

Your landing page can either bottleneck growth or drastically impact revenue.

And after working on 300+ landing pages I put together a blueprint for you to optimize yours.

Here are 10 tips to increase your conversion rate 🧵

[Ampush @ampush]

Congrats to Ampush alum @mjbreuer on joining the #ForbesUnder30 class of 2022!

[Cameron House @cchouse91]

@jonmacdonald Customer segmentation can help here as well. Specific things we’ve seen work
1) playing the same video clips playing as TV spots during brand pushes tie together offline <> online experience.
2) custom LPs for specific intent audiences (filter by channel or Audience on fb)

[Cameron House @cchouse91]

@DTCNewsletter @ashvinmelwani It opens up more testing opportunities if you think about UGC not as a ‘gimmick’, but as specific part of the customer journey. If I’m not using this tactic on my creative - am I helping to answer this question elsewhere in the funnel?

[Ampush @ampush]

Did you run Tik Tok ads on Black Friday/Cyber Monday?

Tik Tok recently added value-optimized campaigns in Beta and we're seeing big results - the below is from an Ampush partner

in 72h, value-optimized campaigns scaled to 60% of Tik Tok spend at 75% higher ROAS!

[Cameron House @cchouse91]

Brand vs performance isn’t just a false dichotomy; its counter productive - takes away a key lever of a successful growth strategy.

[Cameron House @cchouse91]

4) External credibility

What: brands have at least 10% of media driving to a message outside of their brand. Can be ads from influencers, review from business insider, etc.

Why: if you’re only relying on a brand message, you aren’t reaching your full pool of customers.

[Cameron House @cchouse91]

I’ve looked at 10 big DTC businesses this month.themes of teams that know what they are doing:

1) creative velocity.

What: they are testing 10-15 new ads a week.

Why: always get ahead of creative fatigue, find new champions, tight integration between marketing + creative

[Cameron House @cchouse91]

3) testing framework

What: teams can tell me the last 5 tests they ran and the next 5 tests they have scheduled, and WHY.

Why: testing means 1) clear hypothesis 2) clean data that answers hypothesis 3) modified action based off results.

Good teams build around this.