So if you do not have a USP or a unique selling proposition, it's going to be very difficult to grow your business. Honestly, I see this a lot with streetwear brands. I see this a lot with the athletic lines.
People are like, I'm selling leggings for tops and they have great margins, which is good. We'll talk about that here in a second. But if you don't know what you are or how you are different, it's very difficult to try to market it.
You need to know who exactly your actual audience is and then figure out what that audience actually cares about, and that becomes your unique selling proposition. So taking part here to this optimization or optimizing your audience is the target. Who are you going after?
And then what is your unique selling point to that audience? We're going to dive deeper into that here in a second. I actually want to just share with you guys a document that we use.
If you've been on this channel at all, you have seen me pull this up. If you are not and you're new here, thanks for being here. There's basically three parts with understanding who your audience is.
The most important one here is your struggling avatar. If you don't know who your audience is, it's going to be hard to sell them an actual product, especially if you don't have a problem that you're actually solving. Everybody solves some level of problem that is their unique selling proposition.
There may be a lack in the marketplace for a streetwear brand that has and caters towards your needs. Maybe a Christian clothing brand. Maybe there is an athletic line, for example, that you've created and you have leggings, but there isn't something that voices to like a loud personality.
Maybe you wanted a bunch of like different patterns and textures, and you wanted greens and yellows versus just straight black and not the classic, but you have to figure out who that actual audience is. So instead of this struggling avatar, I will tell you the answer right now without you having to fill us out the the avatar of the person that you're trying to sell initially, you as the founder, the business owner. Maybe you're one of the marketers.
This will be helpful for you. The audience is you. At the end of the day, it's your core values.
It's your identities. It's your experience, your past knowing. Maybe you're a teacher who, created a clothing line for kids and your past experience.
And knowing is what's going to give you the advantage and help you create your unique selling proposition, your past struggles. And then you are that avatar. This is a document it filled out to for you to fill out.
Honestly, it does take some time to fill it out. The average person probably takes an hour and a half to two hours to fill it. Fill it out, and you're watching this video because you want to grow in 2025.
Not because it's going to be easy. And I'm giving you the easiest path forward, but it will take actual work. If you want this document the struggling avatar, the unique solution, the future pace here that are the three documents that connect to each other to understand who your audience actually is.
You can just comment the word avatar down below. We will send you over that document. You can fill it out, it will be a Google Doc and you can go for it on your own site.
A e-commerce site or a brand selling online does not have a strong foundation. If it doesn't know the uniqueness of its product to market who their actual audience is, and if they do not have a clear website. If you do not have a high converting website, it is like buying a brick and mortar location and just putting it in a location where your ideal customer never goes to.
So you have to have a high converting site and maybe intuitive for you. But here's a couple of checks that you need to do. Hey, number one, people build on desktops.
You should be testing on mobile. What I mean by that is pull out your phone here, go to the actual website, scroll down, actually see what's going on. What are the biggest issues I see with mobile is that you have your popups that hit you in the face, then you have your chat, but then you have like these other x's that somebody has to hit.
And so the mobile experience is really, really bad experience. And probably 60, 70% of those purchases are actually happening on mobile. So if you have a bad mobile experience, you built it on desktop and you don't test that, it's going to affect.
Another thing that you have to look at is fast loading speeds. Okay. You can use a, say, a site like GT metrics and it's free.
You can go. And actually there's a bunch of them, but it's a website performance and testing. It'll give you an actual grade of what your site looks like, basically how the consumer sees it.
It will give you a mobile version of your site and the responsiveness as well. You got to have a fast site also clear called actions. Most of you guys have a website like for the boutique people you already know, but clear call to action.
Okay, the hero image is clickable. I can click this and I go to the door busters. The call to action is clear because this says Black Friday Countdown 50 plus new door busters from $10 shop.
Now they're telling people what to do. You don't have to do something like this and honestly, I'm not a big fan of their hero image, but it works. They have a strong call to action.
They have a Shop Now button. If you just say some kind of quote, which I see a lot, and then you send people to click on this small button, it's not really going to work. I need the whole hero image, the hero section, to be clickable.
One of the thing I would add on to this, and this becomes the difference between and as we do this video or go throughout this video, I'll consider this more of like beginner versus advanced. If you are more advanced and you're growing and scaling versus starting up, I would be doing a testing of your actual hero images, testing them out, do a week send the same amount of traffic, which one gets more click? Which one gets more sales?
We should always be testing things. So if you're more advanced, if you are one of the beginner side, don't overthink it. You don't need to do ab testing.
We're not talking about making your first $500 day. When we're talking advanced, we're talking about doing $5,000 days or 10,000 or $20,000 days. Don't worry about AB testing if that's not you.
But please, if nothing else, make sure that it's very, very clear of your call to action. This one will honestly, it connects with almost everything but this one, if you do not have it, will absolutely affect the business. So the last one here is called an offer.
An offer doesn't have to be a discount. I think a lot of people are confused on what it actually means, but an offer to the marketplace, it can be a free shipping. It could be a buy one, get one, it could be a free gift.
It doesn't have to be a discount. If you launch with a product or an offer that is easy to communicate and provides immediate value to your customers, your offer should trigger some kind of emotion or excitement or urgency or exclusivity. And that is why I like for people and especially streetwear brands, you've got to be dropping, I suggest once a quarter, but preferably you're dropping once a month.
The number one driver isn't is a great offer, but also is the word new people just love new stuff. Okay, that's why you're watching this video is because right now I'm recording this in 2024. Obviously I want to be ready for 2025, but this is the plan for 2025.
And so you are watching this video because you like I need to know what's going on now. I need to know the newest thing to grow my clothing brand. So you're watching it.
Same thing for the drops. If you only drop twice a year, it's going to be hard. Very difficult.
Right? People want the newest thing. Like I've already seen it.
Give me something new and then they move on to somebody else. So have a great offer with an actual drop. If you're not doing it frequently, you will lose customers.
This is a little bonus for you. I would want you to plan for profit now. I didn't have it here, so I'm going to I'm going to write it down this way.
Plan for profit is very difficult. A real estate agent told us this and I didn't really understand it at the time. Or at least maybe I wasn't paying attention.
It doesn't matter how much your house goes up, the deals are made when you buy, not when you sell. And so the same thing in business it depending on your manufacturing and depending on how you decide to go to market, your margins are going to determine whether or not you have success. And we'll talk about this throughout the whole rest of this video and I'll explain more.
Make more sense of this. But I would highly suggest for you to pick up the book Profit First. It's by Mike McCallum.
It's our Mike motor bike. com, I believe, but no affiliation. I wish there was a great guy and he's helped us a lot.
But this is the Bible. On running accounting for your business. That just makes it simple and nobody really loves the numbers.
If you do shout out to you, but a very small percentage of people love the numbers, but everyone looks to have the structure. This does it in a very plain and easy to understand way, but you've got to plan for your profit, okay? 2025 is going to be a very difficult year if you do not have good profit margins.
Kind of a segway to this. It's very difficult to grow. It's very difficult to beat your competition and it's much more difficult for you to really reinvest in the areas to grow your business exponentially if you do not have the actual profit.
I want to talk specifics of the profit, so I would love for you to be at 60% margins, preferably that 70 to 80%. One of our program members, if she's watching this video, shout out to you I won't give your name out. But she was working with a third party manufacturer at LA wanted to do that.
Turns out they were outsourcing to China. So she just said screw it. And she worked for 3 to 4 months trading relationship with China to create something very unique.
She has a very specific audience. She's a very unique proposition to the marketplace. And then she went and negotiated deals, and she now has a 94% profit margin.
It is insane the chances of you getting that are very slim. But I'll tell you right now, she basically can spend up to $120 and still be making profit on the product that she is selling. It's crazy amazing.
She's doing really, really well. So again, shout out to her negotiating that profit margin is extremely, extremely important. If you guys are looking for a third party logistics company and you don't want to hold inventory, but you're ready to kind of like pass that off to somebody else or you are looking for a manufacturer and you kind of trying to get away from the print on demand model.
You can check out Redbird. We are partners with these guys have been around for about 20 years, just in the manufacturing business too, based out of, Florida, Orlando, Florida. There's a link in the description down below.
You guys can chat strategy, but works out great if it doesn't heal, point you in the right direction. Good people. You guys got to have good margins.
If you're working off of 3,040% margins, it's very difficult to grow in the rest of this video. It's not that it won't matter, but it's very difficult to try to grow and the other areas don't make sense if you do not have margins. All right.
So the biggest difference between a company that never really gets legs to grow and one that is able to scale comes down to mastering traffic and more importantly, paid ads. So I look at this as kind of two main segments here paid. And I'll just go ahead and give it to you now organically, if you can master paid ads, your whole business will change.
Your life could change. Now, I want to share with you some specifics of what you need to do to make your paid ads work for you. But first I want to say a quick hey, howdy and hello.
My name is Aaron. I'm one of the co-founders here at Bat Branding and we specialize me and my business partner, Christian. I focus on the marketing, the advertising messaging side of things, and Christian focuses on the website, the apps, kind of the Shopify guru guy over here.
He's the creative juices for the brand. We focus on clothing brands. We've served over 250 in the last 12 months alone, and I would really, really appreciate it if you guys would give us a nice little like and subscribe so you do not miss out on any of the latest content.
Hey, and if you do this in the next three seconds, I will share with you my dream car that I've always wanted. And I'm curious what yours is as well. My dream car from high school.
Like I said, there are two different types of content here, or two different types of traffic sources rather. So we got paid and then we have organic. The number one thing that you have to remember is that you need both of them paid advertising.
Okay. Focus on data driven media. My favorite Facebook and Google then.
Tick tock. If you are just starting out, I mentioned this. If you I'm going to kind of label these kind of throughout the video.
If you are just starting out, just focus on meta straight and simple. Nothing else. Your clothing brand meta, Facebook, Instagram, that's it.
If you are doing and let's just say you're growing scaling. Unless you self-diagnose yourself growing and scaling, then add in Google, then add in TikTok. Now, if your product is like under 50 bucks, TikTok shop may be a good place to look at for the most part.
Just kind of really hone in on just the meta side of things to give context, we've taken mini brands to $1 million per month off of only meta. They're just really good, and they're only getting better. So targeting your ideal customer in profile, like we talked about earlier over here, important.
But now you got to drive traffic to that spot. So start small with a test campaign to identify winning creatives and audiences. And once you've validated the best performers, gradually scale that ad spend.
How would you do this? Okay, so with good organic traffic okay, let me pull this up. I'll show you here.
This is what I would do. Right? So I would go to something like for play you can come to where for play down below and I'll send you this exact board.
And we update this daily, at least 4 or 5 times a week. You can go over there and you can see like for example, there's like a new drop that's going to happen. You would envision it for your own brand.
And there's that. But there's no you didn't hit okay. We had a collection drop.
I think there's one more okay. That's cool. Here we go.
Here's a Black Friday one. Doesn't matter. It could be any sale period.
Okay, my point is you can test these. You can post them organically as reels, whichever ones do the best. Right.
So if you have them laid out, if I had it laid out like this, if it's like a one through ten and you got like three of them over here that are doing better, I would take these three and then I would run ads behind it. These bottom seven I'm getting rid of them. I'm not worrying about them.
I'm moving on. So you have those top three. You put that you put ad spend behind them and that's really it.
The difference here is that kind of more strategic or specific is when you make something like this for organic, if there's not a strong call to action or it's not really ad related, it is just to catch attention. Make sure that you refocus it to be more ad related. So have a stronger call to action and make sure that it tells people what to actually do that small tweaks, small changes to that.
The hook is what got people attention or the first three seconds. So keep those the same. Have a strong call to action.
Put money behind them. I'm not trying to oversimplify it, but essentially that is really what I would do in that beginning stages. You would want to continuously analyze return on ad spend and optimize that funnel.
Those mean probably nothing to you. But let's go to ads manager here and I'll kind of show you. So return on ad spend is for every dollar that you spend you make X amount of dollars in return.
So you spend a dollar to make three. Good spot to be if you are somebody with let's say 60% margins. So what I would do here and I would take one divided by 0.
6 gives me 1. 66, which means that I need to make a 1. 6 to break even on my ad spend.
So if I'm at a two, I'm quote unquote profitable on my ad spend. You need to determine on your end what that profit margin is. But for example, if I did one divided by 0.
7 at 70% profit margins, I only need a 1. 4. So 1.
5 unprofitable. See why those margins are extremely important. Yes, you need to look at your actual your return on ad spend.
But let me just show you real quickly kind of what this looks like over here inside ads manager. These are probably the most important numbers that I'm looking at. So we have this set up as a seven day click one day view.
I'm looking at the first time impressions. Essentially this is saying how many times my ad was shown to new people. So 70% of the time on this ad 61 4440 so just look at this as a percentage, not necessarily a decimal.
So first time impressions. So 45% of the time I'm showing to new people not really what I want to be. I want to be a little bit higher.
This particular ad is doing much better, which is the main focus here. 70% are new. The other thing return on ad spend says 3.
8. This number is accurate ish. If you don't have something like triple, well, to accurately do your attribution and figure out where your sales are coming from, I would highly suggest to get that if you're spending $100 a day, makes sense.
If you're not, probably just kind of focus on what meta gives you. We do have a deal. Which if well, there's a link in the description, you can check that out.
But if you're not at $100 state, don't worry about it. It's not worth it. It is very, very powerful.
But honestly, don't spend the money if you are not spending $100 a day. So it's saying purchase conversion value. Okay.
3000. So made $7,800 yesterday. Spent 2000 to make like I said 38.
Sorry. Yeah. 2000 to make sorry 76.
All right. Total purchases, website purchases. I care about unique link click through rate.
So link not is the keyword there. So 3% I'm really looking for anything above a two. I'm happy with that.
These are all good cost per link. Click below a dollar. The lower it is the better.
These are all good cost per thousand impressions. Right now it just depends. It's a very expensive time of the year when we're recording this, but on average, most of our accounts are going to be between 15 to $20.
Right now it is at 1865. So right in the limit there, the cost per 1000 people reach. I have it here.
It doesn't really matter too much. It's just an instead of an impression. It's actually how many people can we reach, truly reach for a 20 bucks?
Reach a thousand people for 20 bucks. The same thing that's going on here. And what we do know is that if you are running an ad, 30% of the people who see an ad are going to go to your profile.
So if you go to this brand's Instagram, you'll see that they're actually real. Maybe they don't have a ton of engagement. I think this brand has 4000 followers, but maybe they don't have a ton of engagement.
Maybe they don't have, you know, everything all together. But they are posting consistently and they have stories. It's already going to have a different position in the marketplace than if it was only running ads.
And people are like, who the heck is this again? Going back to the website piece, you got to have trust. So the website has to have trust.
But also these are all working in unison traffic, but organic and paid. This kind of nurtures the relationship and can add the trust. The paid gives us the awareness piece.
You got to have consistent, engaging content platforms in kind of the order of importance for return on investment. Depending on you, these will fluctuate a little bit, but Facebook is absolutely killing it right now. You may be saying that's a boomer place.
That's fine. It's still post error because you never know when you're going to repost the content regardless. So it may be to replace Instagram still the hottest, especially on the ads piece TikTok and then YouTube shorts.
If you can leverage storytelling and behind the scenes and look at the brand like influencers, user generated content, partnering with the influencers and encouraging that user generated content to build that trust and authenticity. Big shout out to Derek Denny. If you're not following her on YouTube, you should do so.
But she is great. It's coming up with concepts in and thinking through, processes with how to create better content online. And one of the things that she's talking about is the quantity of content and the variety of content that people are putting out, and that being a big determining factor on whether you have success.
Meta said that if you are an advantage, plus shopping or an ASC campaign and you have 20 pieces of creative versus 20 types of ads in there, you have almost a 30% lower cost per acquisition because there's so many different angles that you can hit your audience with versus just taking this and saying, okay, great, here is a static image and hopefully it will sell. That's a little bit of the beginner side. If you are not pumping out a ton of content or a bunch of creatives, which if you can't do paid as much, please do the organic.
You got to do one or the other more than the other. If you if you have less money to do organic, if you have more money to do the paid, but you need both of them, they work in unison. The other piece here is SEO.
Okay, so SEO kind of falls under this organic aspect. As well, I would say it's extremely important today in 2025, it's still going to be relevant. Will it be relevant in the next five years?
Okay. But people are looking for things online. Maybe you have the best Christian streetwear brand.
Maybe you have the best guide on festivals. We've had a lot of brands like that that are festival type of attire. Maybe you had the best guide for for children's clothing, whatever that may be.
You need to make sure that you create content on it with 2000 words minimum. Otherwise, don't do it. Make sure you have real images, otherwise don't do it.
It's not that it's a deal breaker, but is kind of a deal breaker. You can get higher return on investment doing other things. Okay, so when I'm talking about organic, I'm really talking about posting.
That's really the most important. And then if you want to add in SEO, you can if you can put it in there. ChatGPT is a great tool as well to help you.
Please don't copy and paste exactly from ChatGPT. It's not going to be your friend, okay? It is your friend.
But also don't don't completely rely on that. In 2020, we had a client who was approached by an app company and this app company was something that we were a little bit skeptical of, didn't know anything about it, and honestly, we told them to not do it. Thank goodness we did eventually do something, but the app company said, hey, you're going to go live like Facebook and Instagram Live, and you're going to talk to people and then they're going to buy right there.
It was already happening with, I think it was a company like like Le Roux or something like that, that eventually it was like an MLM that went bankrupt. And a lot of those people went and started a new company that instead of sending people invoices through PayPal, they would just go live, comment the word sold, and then whatever number, and then it would charge somebody card. So QVC meets social media, it's pretty cool.
But again, we were very skeptical. And I want to more so tell you how you can use that as a retention tool to grow your brand, because that's the biggest area that I think a lot of e-commerce brands are missing out on, especially as you try to grow in 2025. But first, hold up one second.
If you are a clothing brand owner and want to jump into the specifics of your brand and how to grow profitably online, you can schedule a free 45 minute strategy session with us. There are limited spots, so go find a time right now that works with you. You can check out the link in the description down below.
Okay, so the last one here, probably the most important okay. Part of the business here's like the foundational piece. And in here is kind of the you know, you can see over the mountain a little bit.
But this is what actually adds profit into your business. This is the retention side of things. This is what will allow you to actually scale.
If I had to put them into multiple facets of this business, and I could only pick two of them and I had to get rid of one, I would drive traffic and have retention, know I would. You need all three, but you really can't grow a business without them. And what I mean by that is so many people like to kind of take a step back.
So many people avoid this section here and the other two areas that are very good, they suffer. It's a lot. 30% of your customers should be coming back.
As clothing brand owners. It is not intuitive to go and buy. It's not a consumable product, not like a drink, like Primus, or like make up or eyelashes or anything like that that are just kind of built in repeat customers.
Clothing is not contrary to what a lot of people believe. A lot of people believe that, oh, you got to buy new clothes, yes, but not from that particular brand. You have to earn that business.
But this number is the number you should be shooting for. This number right here is extremely important. 30% of the people, I don't care what window of time you do it.
Seven days, 20 days, 30 days, 90 whatever. 120, 30% of the customers must be coming back. It's why I said early in the beginning of this video, you should be doing new drops, preferably monthly or quarterly, at the very least, because you need that newness for the returning customers.
They're not going to come back and continue to buy the same thing. Luckily for you boutique owners, some of you guys drop new products daily and guess what? It's a little bit harder to do, right?
I know you got to have inventory, whatever else, but it is why a lot of boutiques can scale a little bit easier. In the beginning. They have other issues, so they have to run through, but that's why they can scale easier in the beginning because they have new products.
Retention marketing comes down to a couple of things, right. So I think of this as email and SMS and this is marketing to retain customers, increase the lifetime value, which we'll talk about here in a second. Lifetime value.
Very very important lifetime value. This is how much a customer is worth to you. You can look at it in multiple perspective.
But really if they spend a dollar and then a dollar today and then eventually over the next 30 days, they're going to spend ten with you, but they never come back again. The lifetime value is ten bucks. So when we're talking about LTV, the number you really want to look at is LTV divided by some people say CPA, some people say Cacc.
So it is LTV divided by cash cost to acquire customer. So if it the lifetime value is $100 and the CAG is ten, you are getting 10 to 1 on everything that's happening. Right.
So you got to basically a blended return of of a ten return on ad spend. Most brands to scale really need that 5 to 1. It's a very healthy spot to be in.
If you're really scaling. It's kind of that 3 to 1 that becomes a little bit difficult, 5 to 1 healthy business and anything above. So lifetime value of the customer divided by the cost to acquire the customer.
Really important number in business. And technically you can go deeper on it. But for the purpose of this video, that's going to get you really far for this to work, how do you feel you can be profitable?
We need to look at email and SMS. Okay. An average pop up percentage, at least the ones we work with, are about 5 to 8%.
Most people are about 1%. So 5 to 8% of these people are actually going to opt in a thousand people to the site per day. And then we get a 5% opt in.
That gets us 50 people. Okay. We do know on average that about 10% of those people are going to purchase five purchases, let's say, just for easy math here, the AOB is 100.
Now we have $500. That all came from our email list. That's a big chunk of revenue, okay.
And when you start to really expand this and you really want to grow, now imagine getting 2000 people a day or 3000 people a day. And if you work backwards, right, if you're at 100, right. And this turns into much smaller numbers, this exponentially can grow your business.
But if you don't have a 5 to 8% pop up, probably need to work on that, right? You should be testing that AB testing it. We suggest klaviyo or attentive post scripts.
Okay. This is also okay. Whichever you prefer is kind of the gold standard, what we use, but 5 to 8% opt in and then 10% of those people are roughly going to close through.
You're welcome series. Please make sure you have a welcome series created. If you don't just come to where it flows down below, we have a full series we'll give to you.
Just comment. The word flows down below and I will send you over a link to our Klaviyo email flows as well. That will give you an answer to this.
The other things that you can do to make email and SMS much more profitable for you. Segment that list. You need a 60 day and a 90 day.
Engage, even a 30 day engage and make sure that if you are warming up your audience and they're landing the inbox, do like a 30 day engage. Make sure that they actually open before you start to open it to to 60 and 90 day. Engage.
Segmentation is extremely important and you can segment by new versus repeat buyers. You can segment by age. You can segment by gender.
You can segment by like what they've purchased in the past. But please segment the audience and get is very very specific okay. One prediction that I have in 2025 across all things, is that because of AI and because of this marketing phase that we are going through with, making sure that it's kind of, full funnel, if you will, is that everything should be very personalized to that person.
We're not to the point where it's going to say Samantha or James or John or, you know, Ackman on the other side of this video. But we are getting to the point where we're talking very specific to a very specific audience. Please be personalized and segmentation through email and SMS is most important.
If you don't use SMS please do that. You don't have to send them just till these collect them. So email.
And then I would also set up automated work. Workflows like I mentioned earlier. Right.
So welcome series abandoned cart basically a post-purchase upsells re-engagement campaigns if they're about to go out. And then make sure that also like I said, if you don't have anything for estimates that you at least collect them. So whenever you do a launch or you have Black Friday or a major sale or collection drop, you can actually use those.
And then the last one here to increase LTV is something that I think will really, really be growing in 2025. I would say the boutique world does it through Facebook, and the streetwear brands kind of do it through discord, but you got to build a community, whatever that may be or look like for you is dependent on who your target audience is. Where do they, reside online?
What's your unique selling position? And that will give way to how you actually create a community online, because you'll know exactly who they are. Give them perks, give them VIP, whatever it may be, bring people in to that community aspect is extremely, extremely important.
One thing to mention to make a personalized experience online, you can use something like jiffy. It's 24 hour support. They can also message on Instagram DMs.
We are partners with them. It's an extremely powerful tool. If you don't have enough traffic, it's actually free for you.
But this is the selling that can be done, that is personalized to you without really having to do any of the work you train it one time it's built off of AI or, GPT. So it's very, very powerful. But anyway, go check out go down below.
As a little side note, big thing. I think my prediction for 2025 for clothing brands as well, that will be very helpful. You get to incentivize customers to refer friends, referral partners, referral programs, loyalty rewards are going to be extremely, extremely important in 2025 to grow because we have got to get this number at 30, 30%.
And we've got to figure out a way that organic and paid lower the cost to acquire a customer. Anytime you can lower this number and increase this number, your business grows. If you can increase this by two to X, you double your business.
If you can drop this by two x, you can grow your business. Okay. It's not it really comes down to the actual numbers here.
I understand that, you know, that's easier said than done, but following this process for your clothing brand in 2025 will help you grow. You just got to put in the actual work. Okay, so now you have the strategy behind how to actually grow your clothing brand in 2025 or whenever you're watching this.
Biggest thing I know for most clothing brand owners is they do not know how to drive traffic specifically. So go watch this video on how to use Instagram ads to grow your clothing brand. Next are.
You'll have a great way to do it. I will see you next time and make sure you subscribe.
