Nate Lagos📈
@natelagos
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Current VP of Marketing for @OriginalGrain | Host of the Tactical & Practical Podcast
Greenville, SC
Joined August 2011
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We live in a broken world
So, bad things are going to keep happening
Your brand should have a plan for that
Episode 8 of Tactical & Practical is an unscripted rant about marketing in times of crisis👇
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Did you know that you can just set up a wholesale account for any products you like to buy a lot?
Red Bull thinks that Lagos Enterprises LLC is a small, family-owned convenience store that sells an ungodly amount of red bulls
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“Hey Zuck we blew several more billion dollars on a feature that our 43 metaverse users were asking for. Any ideas on how to increase revenue?”
“We have everyone’s Amex platinum card right? Just steal the money”
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This is what I've observed from a decade of running marketing for ecom brands
And this is why I'll never pay anyone/an agency/a SaaS a percentage of spend or revenue ever again
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We sponsored 15 Youtubers to promote our Christmas sale.
So far, we've made an 8x ROAS.
On average, we're paying $29 CPMs, and we're getting $229 RPMs (Revenue Per Thousand Impressions)
Here's how we're doing it:
First, we find youtubers who create content directly related to
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I'm an IDIOT
I'm thinking back on the YEARS I spent of my career paying an ad agency $20-30k EVERY MONTH to run our Facebook ads.
About 18 months ago, I finally realized how crazy that was and started paying a freelancer a reasonable, flat monthly fee.
Then, 6 months ago, I
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An UNSPONSORED list of the 10 reasons we’ve been able to grow our contribution margin by BIG percentages this year:
1. The only thing we care about is contribution margin. We’re not making big decisions based on MER, Facebook ROAS, CAC, or any other metric. The goal is to add
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Alright I'm brave enough to admit it:
We're starting our Black Friday sale on November 1st. Before you call me a hack marketer, let me explain why:
1. We've done this a few years in a row, and the story the data tells in clear: Customers that buy from OG between Nov 1st and
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Well, I QUIT MY JOB TODAY.
Pretty crazy, but the experience gained has been incredible, and I'm excited for what the future might hold.
If anyone needs marketing help, hit my DMs📈
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Tomorrow is my 27th birthday.
All I'll ask for is 114 seconds of your time to watch this👇
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A message to my fellow W2 employees on here:
We’re not as cool as the founders
We’re not anticipating a multi million dollar exit
We don’t have forbes articles written about us
But, it’s not all as glamorous as it seems
I know a founder who’s had his power turned off for not
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A quick price glitch resulted in one of our watches being $0
It was only like that for 60 seconds, and some guy grabbed one for free.
Nothing I can do but tip my cap to him
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I wrote a headline for a billion dollar brand this year (literally does billions every year in revenue)
The format goes like this:
[Positive Attribute] & [Positive Attribute], just like the [target demo] that [verb] it.
At Original Grain, our winning version has been: "Smooth
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My Facebook CPMs are up 42% this year compared to last year & I might delete my twitter?
A thread on the current state of ecom:
Despite rising CPMs, we’re growing our top & bottom line over 66% this year
our in-platform ROAS on facebook has only decreased by 7%
and our
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Don’t exclude past purchasers from seeing your ads
A tiny bit of overlap is a small price to pay for social proof like this
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“I think tik tok ads for most brands are a waste of time”
I said this at Whalies two months ago and most people thought I was an idiot...
But before tik tok gets banned and I shout "I told you so" as loud as I can, let me explain what we've done to make MASSIVE IMPROVEMENTS to
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It's Saturday night
You're partying
I'm in FB ads manager
We are not the same (I'm stressed & frustrated)
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Screw a cold plunge, here’s the morning routine of the marketing guy for a fast growing watch company:
3am: have stressful dreams about getting mugged/house broken into/killed. I’m not fast enough to run away and my gun just clicks when I pull the trigger. Wake up sweating
4am:
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“Nah boss 12 cocktails was part of the email calendar I promise”
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What people say their salaries are vs how much they actually make:
“Six figures” = $85-$115k
“A couple hundred grand” = $120-190k
“A quarter million” = $200-300k”
“Half a million” = $301-550k
“About seven figures” = $550-930k
“One million” = $931-999k
“I do alright for
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Attentive is offering $250 Amazon gift cards to hop on calls again THE ECONOMY IS SO BACK📈
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Big CRO win this week:
Adding this headline & copy to the top of our whiskey barrel collection page increased CVR by 22%📈
That was the only change🤯
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Hey guys this *might* be my fault...
I gave a presentation at the last TW conference about how raising our prices has really helped us grow this year...
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I don't run cost caps... Here's why:
1. CAC does not tell the whole story of how our business is performing.
2. The foundation of ecom success is built on volume, not efficiency.
3. Judging an ad’s performance based on it’s attributed CAC today is a short-sighted way to judge
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All I need is one person to like this tweet and I'm pulling the trigger on these bad boyz
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On Tuesday I get to launch my favorite ad we’ve ever created:
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A lot of people asked me about our FB account structure & cadence this week at the Sendlane conference, so here’s the 100% transparent look under the hood (and I’ll teach you about my favorite metric: REAL ROAS).
We are running mainly CBO campaigns, with a few Advantage Plus
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Alright I've lost 30 pounds
I want to lose 38 more, and I want to do it quickly.
I'm betting myself a large sum of money that I can do it in 55 days. If I get it, I can spend that money on anything I want. If I miss it, my wife will do something boring with the money, like save
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This isn’t a tee time. It’s ridiculous for any of you to accuse me of blocking off 4 hours on my calendar, labeling it “creative space” and going golfing instead. I would never do that. It’s rude for you to even ask
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A word of encouragement to ecom brand doing LESS than $50 million/year:
We are small enough to beat the market.
We're small enough to outperform macroeconomic trends.
We can get better at marketing FASTER than the economy declines.
Don't give up.
Don't use the current
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From "dumb tweet" to "screenshot ad format" in less than 7 hours
Built diff
Men only want one thing and it's a watch made from whiskey barrel wood and that's obvious
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Please everyone pull your money off of Facebook and advertise elsewhere
(I’ll continue to spend more money there but you should all leave, thank you)
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Couldn't agree more👇
As evidence, in 2022, we advertised on:
Facebook
Google
YouTube
Tik Tok
Pinterest
Snapchat
Bing
& a second, whitelisted Facebook ad account
In 2023, we advertised on Facebook, Google, and YouTube, and we grew our bottom line by more than 50%
If your plan for growth in 2024 is expanding media channels, you're toast.
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I've officially lost 20 pounds since I got back from vacation on August 10th.
My secret?
I got invisalign on August 14 and my teeth hurt so much that it's really hard to eat.
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@SeanEcom
Good marketers will continue to grow brands
Bad marketers will blame the macro economic environment
(I’ll do both depending on the day)
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Okay this is what it REALLY takes to succeed in ecom:
10% luck
20% skill
15% concentrated power of will
5% percent pleasure
50% percent pain
And a 100% reason to remember the name
This is what I've observed from a decade of running marketing for ecom brands
And this is why I'll never pay anyone/an agency/a SaaS a percentage of spend or revenue ever again
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Over or under?
This ad will sell 1,000 watches between now and Christmas
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Someone in the marketing department at huckberry needs to correct this before they get into a "Pepsi, where's my jet?" situation
This ad clearly says "buy this, get a Rolex" but I'm pretty sure they meant to say you'll "be entered to win a Rolex"
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Why isn't there one button on klaviyo that says "re-send to non openers" ?
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I'm proud to say I've NEVER taken a dollar from an agency or SaaS in exchange for promoting them. Everything I've ever said on here has been 100% authentic.
(And also my DMs are open to anyone that wants to sponsor me thank you)
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Yesterday marked 1 year of employment at Original Grain. To summarize, we:
- Got LEAN
- Introduced higher- and lower-end timepieces
- Got way better at acquisition
- Discounted LESS
- Got more aggressive with retention (with structured’s help)
- Grew Top & Bottom Line💰
-
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You think the CMO of patek phillipe had 8 bogeys before 9am today?
Doubt it. He's not mentally strong enough to play the worst 9 holes of the year, then get back to the office and increase Facebook ad budgets.
Luckily I am.
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The 4 pricing strategies that have helped us unlock profitable growth this year:
1. We’re discounting less aggressively, but more frequently than we have in years past
2. Instead of straight discounts, we’re bundling products together to increase AOV, LTV, and our margins, at a
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The kid is going dark on social media for a bit.
Deleting apps from my phones (plural phones - weird flex).
Being built different (like I am) doesn't mean that life doesn't get stressful at times.
Being built diff is about recognizing when life gets stressful, it's time to cut
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127 yard par 3
Pitching wedge
Hole in one
I'm alone but got a couple maintenance guys at the witness
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I need a graphic designer for about 20 hours a week through the end of the year, then potentially to fill a full time role.
Know anybody?
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Meta rep called me at 5pm on July 4th to ask why we’re only sending traffic to our website and not meta shops…
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While
@herrmanndigital
is on the frontlines fighting the good fight against Temu, here are the 5 things we’ve been doing at OG to get the most out of our Facebook ad account, which has allowed us to grow top & bottom line by 40% this year:
1. We’ve consolidated our account as
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Who's the best content creator that's also a baseball fan??
I have a crazy job opportunity that will include travel to the World Series, All-Star games, HoF inductions, and more👀
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An example of being built different:
Last night we started to driving from SC to NH at 6pm.
I drove 13 hours straight. My wife picked up a 60 minute shift while I uploaded creative to Facebook ads from the passenger seat. I drove the final 4 hours to reach our vacation
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Static images like these ones have crushed for us on FB ads
Excited to get this new batch of content up🔥
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DON’T TALK ABOUT THE PRODUCT… TALK ABOUT YOUR CUSTOMERS
Simply changing the headline & copy at the top of this page increased our conversion rate, average order value, & profit per session massively, and it’s not a fluke.
We’ve tested similar messaging on all our major
TAKE A GUESS:
What changes do you think we made to this landing page to get these results?
Answer revealed tomorrow 👀
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Getting married when you're young and broke is still my best marriage advice
I was a sophomore in college with a 2.1 GPA when I met Steph. She was a Petco cashier (I walked into Petco with another girl and gave the cashier my number cuz I'm slick like that)
Within a few years,
When I met my wife I had an aparatment with cockroaches in the hallway.
Now I know what a duvet is and that a mattress on the ground doesn’t count as “a bed”
Find your person if you can.
THEN BUILD!
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I feel dumb for not knowing this…😅
According to science, rounded buttons have higher click through rates than buttons with sharp edges.
🚀 Rounded buttons saw 17% - 55% higher clicks than sharp edge ones.
Who knew??
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"This Valentine's Day, get your man something he actually wants to wear"
These ads are gunna CRUSH
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“We have the fastest go karts in South Carolina” - Nate Lagos on the Coronavirus outbreak, March 2022.
Never forget
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An ecom marketing dinner is FINALLY happening in Greenville!***
It’s tonight at 2am at the Waffle House near my house.
Hope to see yall there!
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We CRUSHED Q3 compared to last year
Revenue📈46%
Contribution Margin📈80%
The secret?
@ryanbeltran
& his bro have been in the lab for the last year designing some INSANE watches, that turned into our Q3 best sellers.
Lesson learned - Drop dope products. The rest is kinda easy
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Huge news:
I just let a domain expire for a business I never plan on starting. First time I haven’t renewed one expiring
Only 37 left I’m still holding on to
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Huge thank you to everyone at
@JomboyMedia
@Jomboy_
@TalkinJake
@ChrisRose
@trevorplouffe
@JoezMcfLy
@BigBabyDavid_
Courtney, Luke, and everyone else over there❤️
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"Since you haven't responded to my emails, I can only assume you're a powerless, low-level, mediocre employee who can't make any decisions. Is there someone else who IS interested in increasing profits for your ecom store?"
- Every third email from a salesman👆
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Yesterday I became a paying customer of
@LiveRecover
I've been aware of the service (and others like it) for awhile, but was always skeptical.
@SteveLeq30
gave us a free trial to get us through our Valentine's Day sale, and let's just say I'm not a skeptic anymore
100% worth
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Still so crazy to me that I get to share a stage with these folks & share my experience in Ecom with everyone coming to The Whalies
I'm grateful for
@triplewhale
for inviting me & thanks in advance to everyone attending who I can learn from for a couple days.
Let's all eat📈
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Never forget the 4 C's of e-commerce marketing:
Canva
Caffeine
Christmas
Crippling anxiety
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You’re only 6 minutes away from knowing how I cook a steak to perfection:
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My wife: Nate I really think you should clean your office
Me: it's not my office. It's my arena. And I'll cleanse it with the blood of my enemies
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So grateful to the 4k+ people who came to my keynote on profitable acquisition in the current macro economic environment tonight🙏🫡
Thankful to my wife for capturing this moment of reflection post speech. Means the world to me
(Shoutout to the Red Bull at my feet keeping me
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Hey marketers who are taking some time off for the holiday...
Black Friday is only 340 days away. Might wanna reconsider.
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I’ve posted almost ZERO relevant, practical marketing content in January.
To be honest, I needed a break from it.
My full time job is running marketing for a watch company, and trust me, that is a FULL time job. I don’t make money from selling a course, I don’t own an agency,
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This ISN’T a cry for help, I promise
But my wife’s out of town for the weekend, and our CVR sucks today so I’m gunna drink whiskey, play video games, then watch the World Series and hope everything is better when I wake up
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Episode 001 of Tactical & Practical pulls back the curtain on how we've built a small army of niche youtube creators & have been INSANELY profitable on new customer acquisition through that channel (8x ROAS for Q4 last year). I also included a clip from one of our best creator
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“Back to back like I’m Jordan 96-97”
I’m PUMPED to be returning to speak at the Whalies again. I’ll be sharing the stage with
@AlexNeist
of
@HostageTape
to talk brand collaborations.
Who am I gunna see there?? Get your tix if you haven’t:
cc:
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BIG ANNONCEMENT in honor of MLB Opening Day⚾️:
We're hosting a private suite at Yankee Stadium with
@PostscriptIO
on April 9th for brand leaders (the night before the Whalies).
Only a few seats left! DM me if you're interested!
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Rising CAC?
Raise your AOV
Idk why everyone’s singularly focused on decreasing CAC. I think there’s more to gain by increasing AOV.
4 ways we’ve done it this year:
1. Discounting less aggressively
2. Bundling products together
3. Price test (increasing prices has won for us)
The 4 pricing strategies that have helped us unlock profitable growth this year:
1. We’re discounting less aggressively, but more frequently than we have in years past
2. Instead of straight discounts, we’re bundling products together to increase AOV, LTV, and our margins, at a
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.
@SeanEcom
might be the best operator
@SarahLevinger
might be the best consumer psychologist
@andrewjfaris
might have the best podcast
@rabahrahil
might be the best SaaS CMO
But I make the best steaks in all of ecom. And nobody can take that away from me
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If Tik Tok is really tracking all our personal data how come the ads don't work better?
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Conversion rate is a bullshit metric
For months,
@drewmarc
and I have struggled to create an acronym that accurately describes the most I impactful we do for ecom brands, because “CRO” doesn’t do it justice, and “profit per session optimization” doesn’t really roll off the
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Don’t tell fauci or bill gates but this is literally the healthiest breakfast you can have
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