Download Otter for your meeting notes

#317 How to Navigate iOS Update Changes for the Holiday Season with Maisha Walker | Otter.ai

#317 How to Navigate iOS Update Changes for the Holiday Season with Maisha Walker

Tracy Matthews40min

Maisha Walker

00:01

I wouldn't focus at this point on trying to create a whole lot of new holiday content because it's a little late to start that process. But whatever it is that you're already planning to do, just get some more eyeballs on it right you the ads to get more eyeballs on what you're doing.

Tracy Matthews

00:17

Welcome to Thrive by Design, the podcast for ambitious independent jewelry brands, looking to profit from their products, get ready to make more and sell more doing what you love, without spending every single waking minute doing it. Hey, and if you are a creative fashion or product based business, I want to welcome you to the show. I'll be dropping big tips on launching, growing and scaling your business. So you can spend more of your precious time using your creativity to make money. You ready? All right, let's do this.

Tracy Matthews

00:50

Welcome to Thrive by Design podcast, Episode 317. Hey there, it's Tracy Matthews, Chief visionary Officer of flourish and thrive Academy. And today I have a very special guest on the show. Her name is Maisha Walker, she's a good friend of mine. And she's going to be talking about how the new iOS updates are going to be affecting your holiday sales, especially if you're running ads, and how these changes are going to be affecting marketing in general, you're gonna love this episode, because there are tons and tons of actionable tips that you can implement right away for the holiday season.

Tracy Matthews

01:29

That's why fast track this episode, so we can get it on soon. And I'm really excited to talk to her because Maisha and I have been friends for a very long time. And she's been coaching in our Momentum program for a couple of years. So I wanted to bring her on because she's brilliant. And she's helping so many of our students scale their sales to multiple, six figures and beyond, we have some who are hitting the seven figure marker which is very exciting. And speaking of if you're interested in learning more about how we can support you in growing your sales to multiple six, or even seven figures in your jewelry business depending on where you are. We would love to help. And I think this is an important conversation to have just a little tidbit before we jump into the episode. Because as an ambitious creative, what got you to where you are now isn't necessarily what's going to get you to that next level in business. And at each kind of stage or milestone, the work that it took to, for instance, get to six figures in your company to make your first $100,000 a year annually is going to be different than the type of systems and strategies and team and support and everything that you need to get to, let's say $300,000. And it's going to be a different kind of tool systems support etc, that you need to get from $300,000 to a million dollars a year in revenue.

Tracy Matthews

02:49

So each step of the way, you know, the needs of your business change and the some kind of support that you need also changes and that's why we created Momentum in particular. So we are rolling out of 2021 Towards this end of the year, this last quarter with some you know, exciting wins from our students and really great results. And that's why I wanted to invite you if you're someone who would like to move a lot faster, and essentially take a shortcut to reach your goals, then here's your official invite to apply for our Momentum program.

Tracy Matthews

03:22

The way that we're doing it right now is we'd love to invite you to apply for a free strategy audit you can head on over to flourishthriveacademy.com/strategy, just fill out that quick seven minute application book a time in if you're approved with our strategist Natasha and jump on a call and we'll talk a little bit about your business and see how we can support you in reaching your multiple six and seven figure goals. So if that sounds good, head on over to flourishthriveacademy.com/strategy. And check it out. The strategy audit is free. And if it seems like a good fit, we'll invite you to join our Momentum program and we don't accept people on the program that we don't think that we can help so just trust that you're in the right place we only are going to help people that we know that we can help based on the type of business that they have and their goals. So this is super awesome.

Tracy Matthews

04:17

You want to learn more and had once again apply for a strategy audit today. And one more piece of exciting news that I wanted to mention. I am releasing my first book. It's called the Desired Brand Effect how to stand out in a saturated market with a timeless jewelry brand. It has been a labor of love I am super pumped about it. And if you aren't on the waitlist yet I would love to invite you to get on the waitlist because we're going to be doing a big fun book launch party and for people who join us and the launch promotion period and by the book during our special window of time which is coming up in early November.

Tracy Matthews

04:55

Then we are going to have an opportunity to give you some free bonuses and free trainings and a bunch of cool stuff so I definitely don't want you to miss that. So if you want to head over and learn more about that you can head on over to desire brand effect calm and get on the waitlist right there.

Tracy Matthews

05:13

Alright let me do a quick introduction of Maisha before we dive in to today's episode, she is the president of the multi award winning digital marketing agency Message Medium, she helps successful brands leverage digital marketing strategies to acquire new customers build, implement and maintain cohesive digital strategy and achieve aggressive growth. She has been in the industry for more than 25 years. She predates Google and the industry by two years in Facebook by eight years. My Isha has a featured column with ink magazine and grew inks highest traffic blog. In less than a year. She has been featured by Businessweek the American Marketing Association, Geico Kawasaki, Forbes been at entrepreneur, black enterprise and Fox News and NBC amongst others, and has toured the country educating entrepreneurs and personally conducting more than 500 events on social media search engine optimization and advertising, email marketing and web design. She received a BA from Princeton University and began her love affair with coding at the early age of nine.

Tracy Matthews

06:20

Maisha is a rock star. So let's dive in and hear her brilliance right now.

Tracy Matthews

06:26

Well, the holiday season is right around the corner. And you might be wondering, or maybe you're not wondering that you should be wondering about this, how the new iOS updates are going to affect your tracking for holiday sales and advertising. Today I have a very special guest on the show today, her name is Michelle Walker. She is a coach in our momentum program, and the founder of message medium, and she dives all into everything that you need to know about the iOS updates and how it's going to affect your advertising and other types of tracking for your e commerce and jewelry company. And for those of you who don't know, I'm Tracy Matthews. I'm the chief Visionary Officer of Flourish and Thrive Academy and the host of the Thrive by Design podcast and I help jewelry and creative product brands and other handmade businesses scale their sales using my methodology called the desired brand effect. So you're ready to do big things this holiday season and really crush your holiday sales. Then listening to this epic episode with my Isha It is so good. All right, I am so excited to have my good friend Michelle Walker on the show today she is going to be talking about how to navigate iOS updates for the holiday season. Maisha, welcome.

Maisha Walker

07:39

Hello, it's great to be here.

Tracy Matthews

07:42

I am so excited to have you on the show I've been I've been hunting you down girl for a long time.

Maisha Walker

07:50

It's the crazy season and it's, you know, beginning of the holiday season. So things are so busy for all of us.

Tracy Matthews

07:56

I doubt it definitely is. And I'm just excited to talk about this because we're gonna talk about how the iOS updates might affect your holiday sales season. This is an important thing to note and to know about. So Maisha is going to be talking about it. But before we dive in, I want to give a little background on Maisha about how we know each other because I think this is a fun story. I met you at a business networking event with for the W, I'm going to mess up the acronym now.

Maisha Walker

08:25

The novel event is that when we first met you?

Maisha Walker

08:31

Actually, I met we met through Carrie through Marina. So we met through at that dinner, which was also kind of a networking dinner. This is also a great story. It was basically a group of women like power women that we're just all friends connected somehow and we realize, oh my gosh, this has been so great talking to women who are like senior roles in their companies or running these great businesses. We have to do this again. So we kept getting together. And then eventually I invited you to speak because I was president of the local novel chapter. And I invited to kind of speak at our event and of course you kicked but you were fabulous and yeah, that's how we connected.

Tracy Matthews

09:12

I also want you want to Bank of America with you one time. Or another one.

Maisha Walker

09:18

That's right.

Tracy Matthews

09:19

Yeah. So anyway, we go we go way back. Maisha and I have known each other I don't know, for six or seven years now. And I invited her to actually be a coach in our momentum program too and she coaches on marketing and ads and other things about digital marketing to help you grow your ecommerce business and so I'm really excited to have you on the podcast today. I've been talking about getting you on the show, probably for two or three years now. And we finally are making it happen. So I'm really glad to have you here. Right? Before we dive in when you tell us a little bit about your journey and experience in the digital marketing space?

Maisha Walker

09:57

Wow. So I have actually been in digital marketing for 25 years now, a really long time. And if you think back at how far that how far back that goes and actually means I predate Google, in this space. by two years. I predate Facebook by eight years in this space. So the way to think about it is essentially I've been doing digital and I started my business, only two years after entering the digital space. So I've had my agency for 23 years, basically and we've essentially been using each of these digital channels like Google ads and search optimization and Facebook and Facebook ads, like when they were invented, we you know, held back for a little while because we work with small businesses. So you don't always want to be doing the brand new thing. Because the people the early adopters often end up wasting a lot of money trying to figure out how to make it work and you don't want to do that with small businesses. So we end up hanging back just a little bit and watching and starting to play with it and then diving in. So but we've been using each of these tools basically since they were invented. So that's yeah, a little bit of my my long background in digital.

Tracy Matthews

11:14

And the name you're company's Message Medium?

Maisha Walker

11:17

That's right Message Medium.

Tracy Matthews

11:18

think we should probably mention that.

Maisha Walker

11:20

I should say that, I should say that. Yeah.

Tracy Matthews

11:23

So what's working now for brands who are trying to expand their audience, online and offline and what's the best way that you think to expand your audience right now, because it's important to actually get a bigger audience and customer base before the holiday season starts. So if you have any specific angles on that, I'd love to hear it.

Maisha Walker

11:44

Absolutely. So I think the key thing to remember, and it's just been really, I think this is gonna dovetail nicely with some of the things that you've been talking about recently, I watch all your marketing Tracy, I love it. So I know that what I'm about to say is totally in keeping with what you've been telling your readers also in your podcast listeners. But now you know, it's mid September, the holidays are almost upon us already. And so you really want to be planning these things out early. We started talking to our clients about holiday sales in June, if you can believe it. So that was just to kind of warm them up, get them thinking so they can start doing planning. By the end of July, we had our entire promotions calendar for our holiday campaigns for our clients. Now there were still some details that needed to be created. Copy that needed to be written for landing pages as obviously are being created now. But we knew what the plan was back in July. So that we could actually work in August and September and October on just executing and of course, the great thing about all these digital channels is that most things can be scheduled. So we're working now on building everything and scheduling it in advance, so that our clients can just sit back and like watch all their marketing unfold, and focus on delivering great service to their customers and their clients during the holiday season and not be scrambling about their marketing.

Maisha Walker

13:12

So number one is that we are a little bit late in the game, to start building an audience for the holiday season. But there are still ways you can do that. So advertising, one of the great things about it is it's instant, right. So even if you don't have a super fancy, well thought out holiday campaign, you can still do things that can give you visibility, and get visibility on whatever it is you are already doing. So creating things like page likes ads, that can encourage more people to be to see your page and like your page, you have to make those super targeted, so that you don't end up with a bunch of spammers and people who will never buy from you liking your page. But page like that are great things to look at. Now, we also do things, Instagram follower campaigns, where we're using the same really targeted audiences to get new followers on Instagram. So there are ways you can get in front of people now to at least give visibility to the content you're already publishing, to make sure more people see it and try to get them into your communication family. Ditto with using things like leads ads to try to build email subscribers. So if you've got email, holiday email going out, it's always nice to have some new subscribers who are going to start getting those holiday email. So again, I wouldn't focus at this point on trying to create a whole lot of new holiday content because it's a little late to start that process. But whatever it is that you're already planning to do, just get some more eyeballs on it right you the ads to get more eyeballs on what you're doing.

Tracy Matthews

14:57

So for the leads ads, like what's the best strategy for a for product based business? Would it be like to offer them a lead magnet? Or like how do you how do you guys build email lists using ads.

Maisha Walker

15:08

So definitely using lead magnets, I think for product based businesses, it just gets a little bit more challenging figuring out what that lead magnet should be. Right for a service based business. A lot of times it's content focused. But we've seen people two things like care guides or shopping guides or you know, if you're looking for a great holiday gift. Stay tuned to our emails, because we're going to do a whole campaign that outlines great things that you might like to buy, depending on the personality and the style of the people you're buying for. So that's a way that you can entice people into ongoing content that can help them make holiday buying decisions.

Maisha Walker

15:46

One of the things we noticed last year and we're seeing a lot of chatter and talk about this and whether or not it'll be the same this year is people last year bought early. They bought really early. So they didn't wait most of the sales that we saw were not in like the late in December. They were in November. So this keeping in mind that I think a lot of people are starting To start thinking about what kind of holiday gifts they're going to buy, because they want to get their holiday shopping done early, and they're doing so much of it online and so it's easy to do it early. So again, just thinking about what can you do now in the next few weeks to start getting people thinking about giving your product as gifts for the holidays, and possibly leveraging that to generate leads and get people signed into your email list and then there's always things like giveaways and special gifts and prizes and things like that, that you can use to entice people that people who join your email list will get a special gift with every purchase over $50 or something like that. So we've seen that work, as well. And then we've also seen people doing a lot of exclusive sailing opportunities. So if you have a new products that are launching around the holidays, or special collections or things like that, you can give the people on your list early shopping opportunities. Or you can do special gift wrapping for the people on your list. So lots of ways to make it valuable for people to give you an email address and actively stay on and actually read your emails and be on their radar.

Tracy Matthews

17:26

I have a question for you like, what are your favorite? Obviously, I have a lot of questions. It's a podcast, but advertising channels right now for product businesses.

Maisha Walker

17:36

So I am still in love with Instagram and Facebook, I know that there have been a lot of a lot of changes over the last six, six months or so with these channels and even things like reporting and access to data is getting, you know, has been crazy, although I think it's improving now, but these channels still absolutely work. You know, one of the things we've been doing is not relying quite as heavily on the data that we see in Facebook and Instagram, still looking at it, but not as relying heavily, but also looking at trends at the source. So when you go directly to your website analytics, what are you seeing there, you should still see sales either seeing steady or going up, according to what you're doing with your ads campaigns. So it's a little bit you know, one step removed, but you can definitely still see how things are playing out.

Maisha Walker

18:31

By going directly to the source and looking at the data in your ads campaigns. We're also looking in Google Analytics, and looking at attribution data in there. And I'm still going to apologize now it gets a little techie. But looking at attribution data inside Google Analytics, there's a whole new section for it that launched last year. Perfect timing for what's happening right now with Facebook, and Instagram and the privacy changes. But yes, we're still in love with those channels, they still represent the biggest source of new customers with over two and a half billion people on Facebook in over one and a half billion people on Instagram.

Maisha Walker

19:09

They're still where the money is right? So everybody is still there. And they're rolling out additional features that also let you do things like instead of just having your products show up on facebook, facebook and instagram are now launching these tools that let people completely purchase complete the entire purchase process on these platforms. And we're actually talking to a lot of our clients about really taking advantage of that, I know that they're going to you know, they're taking a piece of that money when they process the the payment in the transaction. But they're also giving you great access to data when they do that.

Maisha Walker

19:47

So some of the data that people lost, because of the changes with Apple devices, they're not going to be able to get that data back with processing payments on Facebook and Instagram. So we're still in love with those channels. We're definitely looking more at Pinterest as places to advertise. And then exploring a little bit tools like Tiktok. I think the challenge with tools like Tiktok though is if you're selling to a customer that's more mature that's in their 30s and 40s Tick Tock is just not yet there. So some of us are on there. But we're not using it nearly to the same extent as we are Facebook and Instagram. So we're still Facebook and Instagram are still golden for me in terms of ads.

Tracy Matthews

20:31

We are we're getting on Tiktok. I launched the account last and we have to like reinvigorate that account and like close it down reopen it and stuff like that, but I've heard no

Tracy Matthews

20:44

Yet people are saying to that Tiktok does have some older people on it because I think it's now like the parents are on for the kids like stocking their kids and or is where the grandparents are. You know, there's so many different ways to use it, which I think is great. And I was going to ask Yes. Kind of segues nicely on to my next two questions. A quick question. Like what do you think so Reels is one of the fastest ways I think right now on Instagram to grow an Instagram audience. What do you think about Reels ads?

Maisha Walker

21:12

So I will tell you this is a place that we are just starting to experiment, we have a couple of clients we're working with. Now part of the challenge with real fads is I think that there is a difference between a content creator or licensee a difference, but often a different approach and a different level of comfort with creating things like Reel, if you're a content creator, if that's what you focus on doing versus a retailer, a retailer is just focusing on other things. And so part of the challenge with Reel is getting people seeing if people really have the time and the energy and the resources to create them, and being creative about how they're creating them and as a retailer, you're just not going to have the same mindset in terms of what are all the things that we've been doing that we might be able to change our approach and just do them as a Reel.

Maisha Walker

22:00

So we're talking to some of our clients about that now, especially if you're doing things like photo shoots, and looking at ways that you can convert your photo shoots into things you can do with reels that make the reels really fun. Now keep in mind, there are also a lot of retailers that are not even quite, you know, doing professional photoshoots yet. I think that you know, whether or not you're using Reel has a lot to do with a your personality type and Are you someone who loves creating that kind of video content anyway. And if you are, I absolutely suggest that you dive into Reels and experiment and explore all the things you can do with them. If you're not that person, and I will volunteer and say I am not that person. I am a hardcore introvert, which people always find surprising, but I am not so much a video creator. But even for introverts, there are ways that you can explore this. If you're doing product photography yourself, I would encourage you, this is the time to step up your game. If you're really going to stay with doing your own product photography, you really got to dive in and learn how to do it properly, and learn how to explore doing product videos. In addition to your still images, if you're working with a professional photographer, see if they can, you know, get into doing some little two, three second videos of your products that are just fun and interesting. One of the places you can go to explore what people are doing is the Facebook ad library. I don't know how many people know that exists. But you can go there. And you can see what all these different people are doing with their reels ads and with their video ads. So go and look and find some inspiration in the Facebook ad library, you can just go to Google, type in Facebook ad library, and you will get a link right in with Google results.

Tracy Matthews

23:51

I actually when I see an ad from a brand that I like, I go to their Facebook page and look at their page transparency and try to like look at their ads and see like, how can I rewrite my audience? sets? I do that too. So you mentioned a few times, like all the changes in the privacy. So let's talk about the elephant in the room, the iOS updates on the iPhone, and how that might affect shopping and retail this year. So what do we do about that?

Maisha Walker

24:20

So the the issue here, the core issue with these iOS privacy changes, is that and I'm going to apologize in advance because this has to be a little technical in my explanation. But when you are on a phone and you open up Facebook, you're basically in you're in an app on Facebook, on your phone. And when somebody sees your ad in their Facebook app, and they click on your ad and come to your website. In the past, you were able to track that journey. You could track from when somebody clicks on your ad and Facebook came to your website, and then you would actually be able to track what they did. Did they make a purchase? Did they add to cart but not check out? Did they sign up for your email list? Did they look at a bunch of products and which products did they look at.

Maisha Walker

25:09

The problem with the privacy update is basically iOS is or Apple is now saying we don't want apps tracking anything that happens outside their app. So as soon as somebody clicks on a link and Facebook in the phone and leave Facebook, that is no longer trackable on iOS devices. This is the core issue. So you can still track anything that's happening inside Facebook, you just can't track anything that happens between Facebook and another app. So the problem is that you don't get as much insight into the revenue that your ads are generating for you. Because you can't see when somebody comes to your site from an ad and make the purchase. The other problem is we would use all of that tracking to build better offers. audiences, you know, I say this all the time that ads on Facebook and Instagram, yes, the content and the creative are really important. But what's even more important as your audience is that you're showing the ads to the right people.

Maisha Walker

26:16

So we would use all of that tracking to help us create better optimized, better defined, more profitable audiences. And now we're losing a piece of that we're not losing all of it. But we're losing a piece of that tracking, because we can't say anyone on an Apple device who came to your website and made a purchase, if they're on a recent Apple device, we can't see that anymore, we can't track them in the future anymore. So this is the problem. This is why people are very nervous, not getting as much data about sales, the sales are still happening, they just can't see them. And we're not getting to, to keep track of the people coming to our websites and making purchases. So we can build audiences based on an understanding of who those people are, and who else might be like them who might be interested in buying from us. So these are the two core problems. I will give you one tidbit because I know that we don't have a lot of time.

Maisha Walker

27:11

But I do want to mention that one of the primary things we're doing to combat this or get around this. Number one, like I was saying earlier, we're looking at Google Analytics data. So we can try to get a better sense of where people are coming from, since we can't track directly inside ads managers, as well as we used to be able to. So looking at Google Analytics and making sure you've got all the tracking set up for that. We're also looking directly at the source as I was saying, so going directly into Shopify, for example, and watching the trends, not only in your sales numbers, but where your sales are coming from. So for example, are you seeing sales from new parts of the world or new parts of the country that you didn't see before, because you're showing the people ads? Are you seeing more sales showing up as Be it with Facebook as the source, or with new sources that weren't there before, like direct increase in direct sales or an increase in sales from Google, but you're not doing anything on Google, that probably means those are all coming from your ads.

Maisha Walker

28:12

So just being aware that the data that you're getting is going to be less transparent, it's going to look like it's coming from somewhere else, but it's actually coming from your ads. And then the last thing is, well, two more things. We are also looking at those on in app purchase possibilities. So instead of people leaving Facebook to go buy something on your store, so if you've got a Facebook store, and people click on a product, and then they go to your website to purchase, that's still fabulous. But we're looking at exploring being able to purchase directly on Facebook, because again, as long as that that transaction happens on facebook, facebook can still track it. So you can still get all that data if it's happening on Facebook or on Instagram. And then the last thing is, you know, we never want to put all of our eggs in one basket Tracy right, so we're looking, we're encouraging people to look at other platforms, look at Pinterest, start slowly exploring things like Google ads, look at whether or not there are things you can do with local search. It's never safe to put all your eggs in one basket and be focusing exclusively on one channel. I think it's a good thing to do as you ramp up. But if you're at a place where your ads are doing really well, obviously you want to make sure that you're continuing to grow them, but really start looking at other channels and how you can build those channels to the same place where you are with your Facebook and Instagram ads.

Tracy Matthews

29:34

Okay, that's such great advice. I feel like there's a lot of questions that I have inside of that to UTM codes and, and tracking links work inside Facebook ads, or does it cause a problem for advertising?

Maisha Walker

29:49

They definitely work? And we use them. So this is one of the ways that we're getting Google Analytics data, and trying to get that data to be as accurate as possible in terms of where things are coming from. So here's the reason why it works. So it's not dependent on Facebook tracking, to understand when somebody clicks on a link that's tracked with UTM code that works in Google Analytics, because what happens is that UTM tracking link goes into your ad as the destination. So when somebody clicks on your ad, and they arrive at your website, they're not just arriving at the product page, they're arriving at the product page with the code added at the end of the week. So that's why it works.

Maisha Walker

30:34

Sometimes the data is just a little bit muddy. You know, it doesn't always so Google Analytics isn't perfect. It doesn't always track everything exactly the way it should. Also, Google Analytics has traditionally been something again, we're going to get a little techie here, but it's traditionally been something called last click attribution, which means that and all most tracking software works this way. So when somebody clicks on something and comes to your website, if they leave and they come back a week later or two weeks later, whatever they click to come back at that site. Purchase point. That's what gets attributed the sale.

Maisha Walker

31:10

So if somebody sees your Facebook ad and they click on it, and they land on your website, and then a month later or like me, it could be a year later, they come back to your website and make a purchase, wherever I went, I might have gone in search for you on Google, because I remembered your ad, Google is going to get the credit for that sale, not your Facebook ad, which is actually how I found you. So now there's a new tool inside Google Analytics called attribution. And it's still a little bit wonky. And I think they're still working out some of the kinks. But they're trying to give you more insight into something called first click attribution, instead of last click attribution. So you can try to get a sense of how people find you, not just the last place they went before they made a purchase.

Tracy Matthews

31:57

How would you customize your Google Analytics to get the kind of data that you need to track some of these things? Yeah, so

Maisha Walker

32:03

There are a few things. Number one is yes, use UTM links in your marketing. And I think actually, you guys have a whole session I did about UTM code in Google Analytics. So anybody can go find that session,

Tracy Matthews

32:16

Momentum program, so it's not available your program.

Maisha Walker

32:20

Exactly. So if you're in the program, you get that session for free, where I go into detail, maybe too much detail, but I go into detail about how you can use that. I also teach classes on Google Analytics. And as a part of your program, I coach people on Google Analytics. So that's one thing you can use to get in, like, get into the detail on how to do that. So the other thing is definitely I would recommend setting up this attribution tool, this new tool inside Google Analytics that lets you see all the places that Google at least recognizes all the places that somebody clicked before they made a purchase with you. So you can see that an entire customer journey instead of just seeing the last clip, which is just not enough data. And then there were other things, you know, it depends on the structure of your website, depending on how you want to be able to track like, Are there certain groups of products or certain collections that are getting the best sale. So you can set up your site in ways that allow you to see that data. And then the last thing is, depending on how your site is built, just making absolutely sure you have ecommerce conversion tracking turned on, turning it on inside Google Analytics, turning it on inside your website. If you're on Shopify, they make it incredibly easy. It's literally a toggle, you go in there and it takes you five seconds to turn that on. And then you can see all your revenue data inside Google Analytics. And now it'll help you see, obviously, you can see revenue and Shopify, but what you want to be able to see is detailed information about the source of that revenue, and about the audience that's generating that revenue. And that's what you can see in Google Analytics. If you have ecommerce conversion tracking turned on.

Tracy Matthews

33:58

I love that this is such great information. So I feel a little bit like there's a lot to work with here. I have one more question before we kind of wrap up. My question to you. My issue is this is like what's the deal with retargeting ads now like, Do they still work when someone lands on your website? Or is that not a thing anymore?

Maisha Walker

34:17

It's definitely still a thing. Please don't say that. Definitely still a thing. But you are right. I mean, I'm joking. You can say that because it's true to an extent. So the only place and obviously Time will tell whether other places start to do something similar. The only time retargeting so retargeting definitely still works. The challenges are you getting everyone into your retargeting audiences now that these privacy changes have rolled out. So as long as you can get them into that audience, and absolutely still works. So the group now that isn't in that audience, is the people specifically coming from updated iOS devices, everybody else is still going into your retargeting campaigns. So again, this is why one of the reasons why we're recommending that people explore things like those Facebook stores where the transactions actually get processed on Facebook or on Instagram, because then those people can still make it into your retargeting campaigns.

Maisha Walker

35:20

So the people that you were losing, by sending them to your website, you can gain that data back by sending them by having them complete the transaction on Facebook or Instagram, and then building audiences around those people. So yes, it's not so much about whether or not retargeting works, it's more about whether or not you can still get as many people into your retargeting audience. And that is still you know, a work in progress. So one of the things other things we're encouraging more people to do is events. Because again, those are transactions that happen like live trunk shows those transactions happen when someone rsvps they RSVP on Facebook, and so they can go into a remarketing audience. So or things like that. We're exploring to help people continue to build those remarketing audiences and if you have those audiences built, so we have a number of clients that luckily we've been working with them for a couple of years or several years. And now it's okay, it's not so much of a challenge that these things are harder to do, because we've built great audiences with them already. Facebook gets so much data about who buys from them that it does a great job of figuring out who to show their ads to this is much more of a challenge. I think for people who are just starting with ads, and trying to build those audiences from scratch, that's where it becomes harder and honestly it just means you're gonna have it takes a little longer, you might have to spend a little bit more money and a little bit more time elapsed time to get those audiences to a place where they're really solid and you can you can leverage them as well as possible.

Tracy Matthews

36:56

I love this this is such a great episode I feel like I need to have you back on to talk about retargeting strategies now

Maisha Walker

37:04

You know, I'm always happy to come back on your show Tracy.

Tracy Matthews

37:08

So my you should tell everyone where they can find you.

Maisha Walker

37:11

Well, the easiest way to reach me first, if you want to get on my email list, you can send me an email at maisha@messagemedium,com if you want to join my email list, send me that email and put Sign me up in the subject line. And that'll make sure you'll get routed to the right places. I'm a techie so I have a lot of automation in place. So you'll get routed to the right places and get on my email list. And just to make sure that you have the spelling, it's my Maisha M-A-I-S-H-A, and I have a way that I say my domain name so it's message like a voicemail message and then medium like small, medium and large. so.com so my Isha at message meeting, calm is how you can find me.

Tracy Matthews

37:54

Awesome. Misha, thank you so much for being here today. This was so awesome.

Maisha Walker

37:59

You're so welcome.

Tracy Matthews

38:01

Wasn't Maisha awesome. I just love chatting with her. I feel like my head is spinning with all of that, that amazing information about what to do with your advertising. So if you would like a little bit more hand holding this holiday season, well, here's your official invite, we can help you out in one of our programs, we have many to choose from over here at flourish and thrive. But first we need to kind of know what's going on in your business. So the first step to doing that is to apply for a free strategy audit, you can head on over to flourishthriveacademy.com/strategy. And check out what this audit is all about. In a nutshell. Basically we're going to take a look at your goals for the holiday season. And your goals well beyond holiday, you know, we want to really cast a big picture vision of where you're going in business.

Tracy Matthews

38:47

Then we're going to take a look at your current strategy, what's going on in your marketing and your business and identify any challenges or roadblocks that might be standing in your way of reaching your goals. And from there, we're going to help you dial in some actionable steps that you can implement after the call. And if it seems like a good fit, we'll invite you to join one of our programs and share with you the next steps of how we can support you and give you a little bit more hand holding in your business. So that sounds good. Head on over to flourishthriveacademy.com/strategy and check out what the strategy audit is all about. And if you haven't done so yet, make sure that you subscribe to our channel. If you like something or you had a key takeaway from the episode today.

Tracy Matthews

39:27

Please make sure that you comment and share it with that below. Thank you so much for listening to the show today. Maisha is amazing. I love to having her today. Once again if you haven't done so yet, make sure that you get on the waitlist for the desire brand effect book, how to stand out in a saturated market with a timeless jewelry brand. You can get on the waitlist over at desiredbrandeffect.com and join us in play when we have our launch party a week. It's going to be a blast. forward to connecting with you. Thank you so much for listening to the show today. This is Tracy Matthews signing off. Until next time, thank you so much for listening to today's episode.

Tracy Matthews

40:10

It's my mission to help 1000s of creative businesses inside and outside the jewelry space. use their creativity to make money. Make sure that you're subscribed to thrive by design on iTunes, Spotify, Stitcher, and wherever podcasts are played. And we'd love to hear what you think. Please rate and review the show and if you're inspired, please share this with your friends. Cheers to seeing you flourish and thrive.

00:0000:00