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221: Secrets of a Facebook Superstar: How this 24-Yr-Old CMO Doubled His Business in Less than a Year

Posted by Austin Brawner on October 15, 2019

 

What if you could double your business with Facebook over the next year?

That’s exactly what happened for Oral Essentials when they doubled-down on their FB advertising and focused on scaling up.

Oral Essentials CMO, Justin Maddahi, joins us today to discuss some of the game-changing tactics that have helped him grow the business with Facebook. He talks about why he’s shifted to nearly all user-generated content, how he approaches creative testing, and why he’s managing all aspects of Facebook in-house.

If you’re trying to scale up your advertising, you won’t want to miss this episode.

Enjoy!

Episode Highlights

  • 6:15 The birth of Oral Essentials and what separates them from other oral care brands.
  • 8:11 Justin’s journey from science major to CMO.
  • 9:48 Why Justin decided to expand the business beyond Amazon and start owning his own channels.
  • 11:56 The Facebook tactics that helped Oral Essentials see massive growth, including what Justin says you must start doing right now.
  • 13:00 Why shifting to user-generated content is key to Facebook success.
  • 16:01 How Oral Essentials got into influencer marketing and the main metrics to look at when deciding which influencers are best for your brand.
  • 20:44 Justin’s approach to A/B testing Facebook ads and how much he recommends tweaking an ad before giving up on it.
  • 23:45 Why it’s worthwhile to sacrifice a lookalike audience for the sake of testing.
  • 25:12 The reason Justin hasn’t tried Facebook’s new Dynamic Creative Testing feature yet.
  • 27:24 Don’t get hung up on targeting — creative is what changes the game.
  • 29:29 From ad agency to in-house: why Justin first outsourced his ads, and then decided to bring then back in.
  • 31:37 Pro tip: engage with your audience when they comment on your ads.
  • 32:47 Oral Essential’s growth strategy: why they’re expanding into retail stores and the impact their increased Facebook budget has had on retail sales.
  • 35:00 The two most important things Justin’s learned while doubling the business over the last 12 months.
  • 38:41 If you truly want to see success with your Facebook ads, get help from an expert.

Links And Resources

Join The Coalition

If you’ve enjoyed this podcast, I have something really exciting for you. For the last year and a half I’ve been coaching business owners and marketers inside a group called The Coalition. What launched as an experiment became a game changer for our over 150 members. 

If you’d like me and my team of expert marketers and ecommerce operators to coach you on your journey to scaling up your ecommerce business, this is your opportunity. We go in-depth on all the topics we talk about on this podcast and provide actionable training every single month. You’ll also get one-on-one coaching from me to help you grow your business. 

Head over to JointheCoalition.com to learn more. Can’t wait to see you inside.

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Transcript

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Austin Brawner: What's up everybody? Welcome to another episode of The Ecommerce Influence Podcast. My name is Austin Brawner.

Andrew Foxwell: Austin, and I am Andrew Foxwell. Good to be with you my friend. It has been a long time since we've recorded, so I am glad to chat with you again on another great interview.

Austin Brawner: It's always great to connect. These podcasts do come out every single week, but sometimes Andrew and I knock a couple of them out. So it has been a little while since we chatted. It's always our opportunity to catch back up. I know you've been rocking the lake lifestyle.

Andrew Foxwell: It's so hard.

Austin Brawner: How's that been going?

Andrew Foxwell: It's great. You got to take advantage in a Wisconsin before it gets miserably cold. So here we are over on Lake Michigan now in a little lake house. But while I'm living in this little pastoral lake life, you're in like Kurdistan or wherever you even were.

Andrew Foxwell: Where did you even go?

Austin Brawner: Turkmenistan? I went to Turkey, Georgia, Azerbaijan and Turkmenistan. I was on a trip to recruit listeners, just personal, one-to-one connection with listeners.

Andrew Foxwell: Sales, I love it.

Austin Brawner: No, it was a really interesting part of the world. I had a great trip, did a bunch of train travel, and I'll tell you, I'm very into my sleep. I make sure that I get good night's sleeps. When I'm home, I'm very regimented at when I go to bed.

This was a trip that I was gone for about 13 days and I think like five of those nights did not sleep the entire night because we were on trains, overnight travel, flying. It was a good experience because frankly, your body just suggests, and I forget that. It's like your body just, oh, you don't sleep the entire night, well, you can go the whole next day, take a little nap and you're fine.

It was really, really interesting to see. Not great to do work, you can at least get around. So that was that really interesting. But anyway, we'll bring it back to the interview that we're going to have today because it's one of the... It's an interview that we both wanted to have for quite some time, and it turned out, I think an exceptional interview, a blend between strategy and tactical.

Andrew Foxwell: Absolutely.

Austin Brawner: That I think if you are trying to scale up your advertising in your business, you're going to get a lot out of it.

Andrew Foxwell: Absolutely. Justin talks about his testing process, what creative he's using, some of the tips that he's learned in coaching along the way. And it's good, he talks about the growth that they've been on, he talks about the way that he thinks about growth.

Austin Brawner: It's crazy growth.

Andrew Foxwell: Yeah, 100% growth year over year. I think you're really going to enjoy it, so let's go ahead and welcome Justin to the show.

Austin Brawner: And right before we hop in, I just want to give... We didn't talk about it that much. The product, it's called Oral Essentials. It's a full-on... He's been growing a business. It's a natural dentistry.

Andrew Foxwell: Teeth whitening strips.

Austin Brawner: Teeth whitening strips, mouthwash, all those different things. So let's bring in Justin and he can give us more insight.

Justin Maddahi: Thank you for having me. I've been listening to your podcasts for a while now, so it's really an honor being on the podcast and being able to talk to you guys some more.

Andrew Foxwell: Yeah. We're glad to have you man to share your story. I've known you for, man, maybe over a year at this point, and I know that Austin has met you recently too, and I think we're both really struck with the story of Oral Essentials, which is what we're talking about today. And all the things that you've done, and the growth that you've gone through in such a short period. So we're excited to get into it.

Justin Maddahi: Thank you for having me.

Andrew Foxwell: Let's go ahead and start off with the story right away. How did Oral Essentials come to be? First of all, what is it? And how did it come to be and get started? And just walk us through a little bit of that journey.

Justin Maddahi: Okay. We're the first nontoxic oral care line on the market and my dad, who's the CEO of the company started it. It's been about almost five years now. He's been a dentist for over 30 years and he noticed that with his patients that all the products on the market that they were using weren't delivering the results that he was looking for, so he decided to take it into his own hands and fix the issue.

So basically he first started with a mouthwash, and I remember I was in college when he first started mixing it himself. He would buy all the ingredients in his office and he would put them all together and he would give it to his patients to try out.

And once he started seeing results, he went to a manufacturer and we started manufacturing it, and then we listed it on Amazon, and that's really when I came in.

From the mouthwash we created three other mouthwashes, so we have a line for gum health, for teeth sensitivity, teeth whitening, and dry mouth. Then we came out with toothpaste, and then finally we came out with our main product, which we're selling online and in stores, which is our teeth whitening strips, which are the first teeth whitening strips that you can use that don't cause sensitivity and are non-toxic, and are safe for your enamel.

So that's basically the story. It's been a long journey just producing all the products. The formulation that we use is really different from all the other companies, and I think that's what really separates us from other brands.

Austin Brawner: You mentioned that when he started selling the mouthwash on Amazon, that's when you got involved. Tell us a little bit about your background. What were you doing before that, and how did you decide to jump in with your dad and start working on this?

Justin Maddahi: That's a good question. I was at UCLA at that point and I was actually a science major, a biology major, and I was not having a good time. I was on track to be a dentist like my dad and I decided that no, I want to take a different road and try out some more of like entrepreneurship marketing type of things.

I saw that my dad was working on the Amazon and we were getting about like some days it was zero sales days, it was two sales. He was basically selling patients from his office to go and purchase it on Amazon. So I was like, “Let me take over this.”

So I started listening to a bunch of podcasts and started editing the listings, really got into the Amazon community and was really able to grow that to a point where it was actually providing a good amount of profit to the company where he could say, “Okay, let's go into retail next.” Because he really saw that people were loving the product and he wanted to expand it.

So basically, just was tired of school and was looking for a new thing, and took the first thing that I could see, and that was the Amazon business.

Austin Brawner: So you dove in Amazon and that was the first one that you worked on. Then after that scaled up a little bit and you were like, okay, wow, this is actually working. We're starting to generate some profits for the business.

What happened there? How did you go from just starting off with Amazon and marketing that to... What was your next step, the next open territory that you want to dive into and help grow the business?

Justin Maddahi: What was happening on Amazon was that I was seeing a lot of sellers who were basically cheating the system and doing fake reviews. There was this one company that in like three months got 20,000 reviews on Amazon for teeth whitening. And I started to get upset because just the platform and the way everything was built on Amazon wasn't really fair to people who were playing it correctly.

So that's when I actually contacted Andrew and we really started working on our website. So basically I got with Caroline who also works at my company and we created this whole brand identity that we want to have on our website, the type of copy that we want to have, type of imagery, and then we found basically a graphics person and someone who could do a photoshoot that could execute all of that for us. And we created our website, which is now what's driving a bulk of our revenue way more to compared to Amazon.

And it took us about three months to do that. And then I contacted Andrew pretty much the first month that we started doing Facebook ads and had him review all the different types of ads and copy that I was doing and really just kept going at it from there until I got to this point.

Andrew Foxwell: You're underselling it a little bit, I mean you scaled significantly. The business is a seven-figure business now, isn't it? Am I incorrect in saying that?

Justin Maddahi: No. Yeah, it's a mid-seven-figure business. When I started, which was in pretty much August, even September now we were at $3,000 a month, and now we're getting close to doing mid-seven-figures for the whole year. So it grew over almost over a hundred times in the last year.

And there's a lot of different tactics that we used, and it was just a constant analyzing the copy and creative, which I think is what got us there.

For example, when I first started with Andrew, we were doing mostly one-to-one images on Facebook and Instagram, and we were doing basically a lower average order value. We were doing a $20 average order value product. So one of the things that I went over with Andrew is, okay, let's raise the average order value because on Facebook these days you can't really survive at that low average order value. So we raised it up to $40 and that's a product that we're still selling now.

A couple of other things that we change is focusing a lot more on video, which is definitely what I would recommend for anyone who's listening is to make sure you start coming out with videos. I don't know if you can produce it in-house, if you can get some influencers or some of your friends to help you record videos about reviewing your products and testimonials, but that's definitely made a huge difference for our business.

I definitely think it's the way to go, especially on Instagram and Facebook these days. It's a lot more video-focused and just the cost per click that you can get and just the interaction with your brand is priceless.

Andrew Foxwell: There's a lot there I think. When we met you were investing in... There was a lower dollar product, but I think what you did right away that's important for people to know as you said, is the video. And you did a lot of professionally shot stuff, but then you shifted into moving to user-generated content.

And where do you live on that spectrum now in terms of the content that's within your funnel? Are you using it in emails and stuff as well and on the site? Or how do you integrate the creative across everything?

Justin Maddahi: I definitely think user-generated content is the way it go. The reason why I say that is twofold. I've read a lot of direct marketing books and stuff like that, and in one of them, it was in Wizard of Ads, which is one that Digital Marketing recommends.

I read this chapter where it's talking about the perfect known ad, and what it's saying that even in newspapers and magazines, the most successful ads were the ones that pretended to be a part of the whole entire newspaper or magazine.

So I really took that idea and applied it to social media. I know Gary V. talks about it a lot, that your ads need to really blend in with the rest of the news feed and stuff, but I think there's also a double-edged sword with that where you don't want it to blend in too much.

You want it to stand out, but basically trick people into thinking that, oh, this is just another person who's talking about a product and I might actually be following them.

So basically 90% of our revenue is actually driven by user-generated content. We only use professional photography on our website and sometimes an email. We've actually been going more towards user-generated content in our emails as well and we're seeing good results with that.

But definitely, if you don't have user-generated content in your business, you should maybe contact some friends and family because that's a good way to start so you get to really control the content production, and then start reaching out to influencers and stuff like that until you can really grow the business that way.

Austin Brawner: I'd love to dive into a little bit more about your influencer strategy and thought process because that's one of the things that I'll hear from a lot of clients, “Oh, I think we should have an influencer program.” That's what they want to have.

But when rubber hits the road, it's not exactly as straight forward as going on and advertising on Facebook, the rules are a little bit different.

When did you first decide to get into influencer marketing? And how much of your business is dedicated to connecting with these people, giving them the right information so they can be successful? What is your team look like and what is your process look like to be able to actually have success from building these influencer relationships?

Justin Maddahi: That's a good question. We actually got into influencer marketing, it's a funny story. My dad was actually doing it for his office and we were looking at a bunch of graphs, and we saw that when influencer with over 500,000 followers or a million followers would post about him, we would just get a ton of qualified leads that are willing to pay a lot.

Basically, my dad does cosmetic dentistry, which is like veneers and it can get pretty expensive. So it's really hard to find quality people who are willing to pay and actually have that need.

So basically we took it from that dental business, and we applied it to our business, and I was really excited about that at the time because like other companies like HiSmile and Snow White have a lot of influencer marketing. Definitely I know with HiSmile that's basically their claim to fame was just all the different influencers. They got like Conor McGregor and there's a bunch more.

So basically we started there, and from the beginning I knew that we would need a person that is constantly on it developing relationships and who really gets into that sphere of marketing because it is like the wild, wild West.

You actually really don't know who is going to work and who's going to be successful until you get a really strong familiarity with how everything works, what type of personality you need, and also even... One of the issues that we ran into is a lot of the people that we first used had a high male following, and for our brand, a female following is one of the most important things, and it's 90% of our customers are female. So we were wasting money in the beginning marketing to a bunch of men who are following women.

So what I always recommend is starting off with the influencer software that shows you the breakdown of U.S. following, the female to male ratio and also just the engagement rate because those are the three main metrics that you need to look at in order to see if these people are going to be a fit for your brand.

The next thing I always recommend with influencer marketing is also looking at the engagement rate of someone with a sponsored post, with that same person within normal posts and seeing if there's a drop in engagement. Are people commenting, "oh I don't like when you do sponsored posts" and all of these sort of things. Because you really need to see, can these people actually influence, which is a really hard thing to see in the numbers.

The numbers can only take you so far. You actually have to really go through the person's grid, see their interaction, see on their Instagram stories, do they talk well and all of these different things in order to come up with a definitive answer like, "oh, this person is really a fit with our brand."

I would say about five years ago, influencer marketing was much easier. It was a lot less competitive, but nowadays, there's more and more brands going towards it, so you need to really be careful with who you pick and making sure, if I pay this person, let's say $500, I know they can bring in $1,000 for me, if that's the type of ROI that you need to hit.

Andrew Foxwell: So what software would you recommend for that? I just want to ask that before I ask my next question.

Justin Maddahi: We use Upfluence Software. It's a pretty good. I think a more robust type of software. It gets pretty expensive, but if you're serious about influencer marketing.

Andrew Foxwell: Okay, cool. I want to get nerdy for a second too talking about marketing and specifically your Facebook ad testing that you've done. Really the A/B testing creative process we'll say because I think you do it really well. And you had a situation where you were running it in-house, working and then you did go to an agency, and then you took things back over, approaching methodically.

How do you approach it? What's the framework of testing that you go through? And actually what are the base audiences that are working for you generally? And how do you structure those tests overall? And you can get nerdy because cause I've seen it, but not recently.

Justin Maddahi: I've been thinking about how to properly test, an A/B test since I first started Facebook ads, which is about four or five years ago. And I think over the last two months, I've finally come up with a system that I think is perfect and it has enough space or you can spend enough to actually see like, oh, this ad works, or this ad doesn't work, which is a problem that I had with split tests and all of these other things.

So what I recommend is, first thing you do is it depends on the type of business that you have. I have a product that can apply to men, female, it doesn't really matter, everyone wants white teeth, but in terms of our testing, what we do is we have an audience, lookalike audience of 365 day purchasers that I exclusively use for testing, and that's the one that I test all my ads in.

Then I also have open audience that I use for testing. So I set them both at around $500 a day and I put in the ads for about a week, and I don't really look at them until a week later, and I see their CPA, their CPC. And if I don't like the CPC or the CPA, what I do is I actually try to change the thumbnail or copy.

One of the problems that I saw when I was working with an agency is they really didn't give the ad enough chance and A/B test enough to really get the most out of it. So what I saw is they would just put in a certain video with a certain type of copy. Let's say it would get about a $30 CPA, which is not enough, that's too high for us. And they wouldn't try to change the copy, try to change the thumbnail, try to pivot a little bit, see if anyone's commenting like, oh this is what people want, this is what's worked before. They would just turn it off. So what I recommend normally with A/B tests is be willing to change the ad three different times before you give up on it.

The perfect example is with one of our best videos, in the beginning it was not performing well at all, and I just kept changing it and tweaking it a little bit. And basically I found this headline that would work really well with this certain thumbnail that on Facebook it just caught people's eye and I cut the CPA in half just because of that.

So what I always recommend is first setting an audience, and one of the things that I was worried about in the beginning was like, oh, I'm sacrificing this lookalike audience. I could use that and scale that up a lot into my other campaigns. But you have to understand that testing is so important and creative fatigue is real, and need to really make sure that you have other ads that you've tested that you know can succeed so you can really keep stable results on your campaign.

I have that testing campaign and I constantly put in new ads. So right now I have about six ads that are fully tested in the testing campaign that are ready to go and my two scaled campaigns. So that's basically your technical version of it.

Andrew Foxwell: I think that, a couple different things to say there. One is I love to test things in the top and bottom part of the funnel. I think that's a great idea, you get a sense of it. The other thing that I think you said that's really important is giving things... Just because it didn't work in one thing right away, like tweaking it, trying another version of it is big.

I see a lot of agencies now, or people in-house, they'll test one thing, and they'll test it to an audience that they think is the right audience for it, and it doesn't work, and they're like, well, it's not good, and then it's done, which is not necessarily the case.

There's a lot of combos you can bring back, and you're actually shooting yourself in the foot if you're having all this creative put together and then you're not trying different combos of it. Have you tried dynamic, creative testing at all?

Justin Maddahi: I have not gotten into that. I think just about with the experience that I've had just with... I've been doing marketing for like five years, I've read a lot of books. I've been doing Facebook ads for a while. I really like to control the creative process as much as I can. I remember you had a podcast on the RCAB-P method, which I love that method. So I always, whenever something's going wrong with my ad account, I first look at the reporting, and then the next thing I look at is how's my creative doing? Is the frequency too high? What do I need to change about it? And I really focus on the creative and not as much on the targeting and the bidding and all of that type of stuff because I know it creative at this point, that's the main lever that you can push on Facebook.

And I still think that I can outperform dynamic creative just because I'm constantly responding to comments on social media. I really know what people want, and there's also proving track record because I've been doing it for quite a while, so I don't do the dynamic.

Andrew Foxwell: Okay. So two things for the audience. One is dynamic creative allows you... A new feature from Facebook allows you to put in images or videos and copies and headlines, and variate them within the same ad set.

And Justin mentioned the RCAB-P process, which is a process of optimization that I go through. There's actually a training I did on it in Austin's membership community, The Coalition on this, and it's reporting creative audience, bidding and placement. I've found giving things names makes it easier for us all to remember.

Justin Maddahi: Yeah, definitely.

Andrew Foxwell: So that's what that means.

Austin Brawner: We'll put a link in the show notes to that as well to the other so that we have a link there.

Andrew Foxwell: Yeah, absolutely.

Justin Maddahi: That podcast was a really big one. That was right around the time that we were thinking of letting go of our agency, and just using that type of thinking was what really got us to that point of always trying to make better creative.

And I know that a lot of people these days get stuck on targeting and like, oh, I'm targeting the wrong people, but targeting isn't something that's going to really change the game for you. It's just coming out with better and better creative that's more eye-catching and gets attention. But also more importantly, people are interested in and really convert them, and persuade them to buy your product.

And it's taken us about a year to really master the type of content that can really do that for people and that are eye-catching enough where you can still get a high amount of impressions and comments, but still persuade people to buy your product and at a high conversion rate.

Austin Brawner: You dove into it a little bit, you scratched the surface of this, when you did take it back from your agency, highlighting in your thought process of going and retesting, changing an ad up to three times before saying that it's not going to work, I think it highlights one of the issues that comes with having an agency run your advertising.

It really comes down to the friction that sometimes businesses face. It's the aligned or misaligned incentives. Because for an agency, it's very easy to send back creative and be like, oh, it's not going to work because they're not responsible, often, for coming up with new creative.

And as a business owner, you know how long it takes to put together a video ad. And so there's a lot more incentive for you to double down and just try to figure out after investing in some new creative to make sure that you've exhausted all opportunities.

As you've brought it back in-house, what were some of the challenges... Well first, what was the reason you outsourced it in the first place? And then second, once you did bring it back in-house, what are some of the challenges you've faced since bringing it back?

Justin Maddahi: The reason why we outsourced it was first because we saw that there was some signs of life on our ad account, and I wanted more of an experienced eye to look at our ad account, and someone who actually is operating on nine other or 10 other different ad accounts who sees the different trends and sees what's picking up, and is testing things on other ad accounts that can bring it to ours, and really that will make the difference and increase the ROI.

But basically what happened with that is someone who's doing 10 other ad accounts can't really put the attention that's needed to really pioneer a new product on the market. That takes a lot of hard work, and you really need to be looking at the ads on... I was looking at it at one point on an hourly basis, seeing like, oh, what's happening here, why are these comments showing up?

Suddenly I saw that... Like today, I was looking that our ROI was a little bit lower and I saw that Facebook is now showing our ads to a lot more men than usual. So I had to turn off the male part of our targeting just to make sure that it's hitting the right demographic and that was costing us a little bit on ROI.

So you really need to make sure that every little detail is important when you're looking at an ad account. Some of the struggles that I went through was, especially when we got it back, it was in the May/June time of this year, and the platform was a little bit shaky, and those were two of our worst months in terms of ROI.

And I just had to just keep looking at the ad account and trying to fix it and improve the creative. And finally it all clicked together in the August area where things just started just blowing up from there, and that's really when we were able to scale.

So since this August and September we've doubled our business just with the correct creative and finding creative that really creates social comments on it too. Which I think is a very important point.

Interacting with your audience when they comment and stuff. I don't see really enough brands who do that, especially the bigger brands. I go through their ads and I look at all the comments and people are either trashing it or saying they love it and there's no comments to be found anywhere.

And I think that's definitely something else that's separated us and has allowed us to scale so fast is that I personally comment on anyone. I respond to comments on anyone who's commented on our ads and I really make sure that we build a relationship at any point that we can.

Andrew Foxwell: You've done that really well I think, which is good that you've brought it up in continuing that conversation. Facebook has not that I've seen done any research on brands that are more tuned on the comments and what can happen there, but if you have positive comments and you're responding back to people, and you're there, that's its own landing page on its own.

Let's go into where you're headed forward. I know that you are talking about retail growth and where you want to go. You're doing wholesale, I believe at this point and you have a hybrid strategy between the retail and online.

Talk about what is the strategy there and expanding into different channels as well as you go forward.

Justin Maddahi: Our goal really when we started the company is to build a big oral care brand that really changes the way people think about oral care. And we know that we can't just do that online because about 90% of oral care and even teeth whitening is bought in stores.

So as part of our strategy, we really focused on our retail stores and building all those relationships from the distributors and brokers all the way to the retail stores themselves. So right now we're doing a pilot program with Whole Foods and we're doing really well there.

We're in about 1,500 other natural health food stores. We're working on getting CVS and Walgreens for next year. And one of the interesting things that we've actually been seeing over the past couple of months is since we've scaled our ad budget on Facebook ads and our online presence, our retail store sales has been increasing dramatically.

There was one store that we were in last year that we were around the category average, and we were doing well but not blowing anyone's mind. And now this year we've actually 4Xed our sales just because of all the ad spend that we've been doing and the brand awareness that we've gotten from Facebook, it's just transferred over so well to the retail landscape as well.

Austin Brawner: That's exciting man. And it's one of the things that maybe initially was unexpected consequence of scaling up advertising. Obviously, things have gone well for you, but what do you wish you had known? And what have you learned over this last 12 months that you feel like would be valuable to share with some of our listeners about scaling up your business?

Justin Maddahi: I think the two most important things I learned is the first one is you really have to be in the trenches and really have to grind out your way to becoming a successful brand. And I know a lot of people say that, but I think it's really hard to really imagine how much work you have to put in in order to really scale a company.

I'll give you an example of what I'm doing right now. I'm doing the customer service for the brand, Facebook ads. I'm keeping all the statistics on a daily basis. I'm helping out on the warehouse to make sure that our shipping processes and fulfillment is as fast as possible to make sure people are getting the product on time. And then I'm also working on the influencer marketing and managing the creative.

So that takes up a lot of time, and most people just want to do one thing and do it really well. But when you're trying to scale a company, you just have to get your hands dirty. You need to put in those long hours. There's a lot of days that I work 14, 15 hours a day. I work on the weekends. I just do whatever it takes to succeed.

And it really does take over your life in a lot of ways, but that's really the fastest way to success is just putting in the hard work and just getting everything done as fast as possible, because you just get such a great understanding of the company and of your customers that when you are scaling your company, you know exactly like, oh, this is the type of creative that my customer would like. Or this is when I should send emails because I've seen a high open rate here, or we should put in a certain type of a card that gives them a coupon that'll incentivize them to get a second purchase when they see it. So it's just about really getting your hands dirty and working hard.

I think the next thing that I always think is important is managing my statistics. I keep daily stats, weekly stats and monthly stats on everything that is happening on our E-commerce website and with our Facebook ads. So with every channel I look at the spend, the revenue and the ROI on a daily basis, and I really try to change things. I do a lot of changes, but my main changes are about once a week, I'll start trying to shift things on the Facebook ads in order to increase the ROI.

And I know a lot of people say that they use statistics and look at statistics a lot, but really typing it in on Google sheets and looking at it makes such a huge difference than just looking at it on your Facebook ads because you start to see trends that are happening and are able to reinforce positive trends, and stop negative trends from occurring on your ad account.

Andrew Foxwell: I think that the monitoring and coming up with your own metrics that you're looking at is really important. Let me say this. There is a percentage of business owners, not most, but there's a percentage of business owners that don't know the true numbers even around their business that are needed to make money. And Austin has talked about that a lot, just what the actual investment is of how you are actually making money and what your real, true hard costs are and things like that. So I think you're, you're exactly right.

I think as we wrap up here, is there anything else that you want to say, Justin? And then how can people get ahold of you if they have questions based on this episode?

Justin Maddahi: One of the things that I wanted to say is I think one of the most important things for my success is really getting with an expert who's had experience with that. And for me it was Andrew.

So anyone who, if you're listening to the podcast, is struggling with their Facebook ads or really wants to see 'how can I scale this,' you should really try to contact Andrew and have him really look at it, and audit your account because he'll find things, and he'll give you advice that just one little thing like on average order value or responding to comments can really change your ROI with Facebook ads. So always having an expert eye looking at the account, I always recommend that.

Andrew Foxwell: Your checks in the mail for that super nice ad, I appreciate that.

Justin Maddahi: I really meant it. Same with Austin. I'm starting to work with Austin a lot more, and one of the things that I saw with Austin is when we first met, he recommended to turn off smart sending on our Klaviyo account, which basically what that is, is Klaviyo chooses, "oh, I should send this email to this person or I shouldn't send this email to that person."

And just by turning that off, we were able to increase our email revenue by 25%. So having someone that has had experience scaling companies and knows what works is, you can't beat that.

Austin Brawner: Thanks Justin. Man, it's been great having you on here and it's been a lot of fun working with you. If somebody's interested in connecting with you, what's the best way that they should reach out?

Justin Maddahi: You can just email me at justin@oralessential.com. I normally check the email every day, so that's always the best day.

Austin Brawner: Along with all the other responsibilities that you have.

Andrew Foxwell: Yeah, exactly.

Justin Maddahi: Yeah.

Austin Brawner: Justin, thanks so much man. It really has been awesome having you on, and I am pumped for where you guys are going, so I will see you very soon in LA in a couple of weeks.

Justin Maddahi: Yeah. Thank you so much. Hopefully I'll be back on the show talking about how I scaled the company even further next time.

Austin Brawner: Another 100x.

Justin Maddahi: Yeah, another 100x will be good.

Austin Brawner: All right Justin. Thanks then.

Justin Maddahi: All right, thank you.

Austin Brawner: Hey there, it's Austin again, and I have a quick message for you. If you enjoyed this podcast, I have something really exciting for you. For the last year and a half, I've been coaching E-commerce business owners and marketers inside a group called the coalition.

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If you like me and my team of expert marketers and E-commerce operators to coach you on your journey to scale up your E-commerce business, this is your opportunity. You can head over to JoinTheCoalition.com to learn more. Again, head over to JoinTheCoalition.com to learn more.

Everything we talk about on this podcast, we go into way more depth with actionable training. You can get actually one on one help from me to help you grow your business. Hope to see you guys inside.

Austin Brawner: What's up everybody? Welcome to another episode of The Ecommerce Influence Podcast. My name is Austin Brawner.

Andrew Foxwell: Austin, and I am Andrew Foxwell. Good to be with you my friend. It has been a long time since we've recorded, so I am glad to chat with you again on another great...

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