How To Leverage Paid Media To Dramatically Increase Sales For Lifestyle Brands

In this episode of the Seven Figures and Beyond Ecommerce Marketing Podcast, host Greg Shuey welcomes Nikki Lindgren, founder of Pennock, to discuss optimizing paid media strategies for lifestyle brands, especially with the holiday season approaching. Nikki shares her experience in paid media and SEO, emphasizing how the landscape has become increasingly challenging due to economic uncertainties, higher advertising costs, and shifts in consumer behavior. She highlights the trend of consumers holding back in October in anticipation of major Black Friday deals, making it crucial for brands to strategically navigate this period to avoid sales slumps. The conversation sets the stage for exploring practical ways brands can leverage paid marketing channels like Google, Meta, and TikTok to drive growth while overcoming these hurdles.

Nikki emphasizes the importance of a full-funnel marketing approach that balances brand awareness and retargeting efforts. For emerging brands, she recommends prioritizing budget on high-impact, core channels rather than spreading resources too thin across multiple platforms. She points to the power of creative assets, noting that high-quality video content with strong hooks can significantly enhance ad performance. The discussion also delves into the benefits of utilizing creator-generated content, even on a limited budget, to make ads feel more organic. Nikki provides practical insights into optimizing campaigns with tools like Google’s Performance Max and Meta's Advantage+ to stay competitive in a fast-evolving landscape.

Looking ahead, Nikki predicts a shift towards more granular audience targeting and intentional ad placements, contrasting the current reliance on broad machine learning-driven strategies. She believes that refining audience segments and focusing on specific customer tribes will yield better returns, especially as platforms like Google and Meta continue to expand their features for advertisers. Greg and Nikki agree that a holistic approach to marketing, which integrates paid media with organic strategies and owned channels, will become even more essential for brands aiming to maintain growth and navigate the complexities of the ecommerce space.

Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Nikki Lindgren LinkedIn: https://www.linkedin.com/in/nikkilindgren/

Pennock: https://www.pennock.co/

Bestever: https://www.bestever.ai/

Soona: https://soona.co/
https://www.stryde.com/leverage-paid-media-to-grow-lifestyle-brands/