Sizing Image

312: GREATEST HITS: The Power of Paid Social: How Buffy Blew Up

Posted by Austin Brawner on July 13, 2021

 

Buffy was one of the first brands to crack paid social. As today’s Facebook advertisers scramble to adjust to changes on the platform we revisit this Greatest Hits episode to learn from one of the best. 

What started as an idea to disrupt the bedding industry has grown into a multi-million dollar business.

This summer we’re re-releasing some of our top episodes of all time, and this week we’re bringing back this incredibly relevant show with Buffy co-founder Shoaib Kabani.

We talk about everything from product development, to the importance of testing, how landing pages can improve your funnel, and what performance KPIs you have to be thinking about as you scale on paid social.

Whether you’re a business owner or an ecommerce marketer, you’re going to get a lot out of this episode.

Enjoy!

Episode Highlights

  • 5:55 How a desire to change the bedding industry led to the creation of Buffy.
  • 7:27 The training Shoaib got from his start in consulting that’s helped him as an entrepreneur.
  • 8:41Developing the initial idea and concept for Buffy: providing value and values.
  • 10:35 The process of validating the concept online, on social, and in person before going all in.
  • 13:33 How do I make this a no brainer for the consumer?
  • 15:20 What’s worked for Buffy from a creative perspective and changes they’ve made as they’ve scaled.
  • 19:42 Some of the unintended consequences of having a free trial offer.
  • 21:01 Unique KPIs Shoaib looks at on a daily basis.
  • 23:03 A funnel analysis tool that’s been a game changer as Buffy’s scaled up.
  • 24:16 The materials and brand values that make Buffy stand out in the bedding industry.
  • 26:27 How Buffy uses landing pages to enhance its sales funnel.
  • 29:11 Addressing customer lifetime value when you have a limited number of products.
  • 33:15 Shoaib’s approach to launching into new ad channels, specifically with affiliates and podcasts.
  • 37:59 How the Buffy founders set their budget for testing new channels and concepts.
  • 40:13 What you, the ecommerce business owner, need to be thinking about to be successful.
  • 42:48 Exciting insight into what’s next for Buffy.

Links And Resources

Are you ready to scale up your ecommerce business?

If you want to grow your business faster and more profitably, Brand Growth Experts can help. We’ve worked with hundreds of entrepreneurs and marketers to help them stop leaving money on the table and take their businesses to the next level.

From personalized coaching to live workshops, Brand Growth Experts will work with you side-by-side to define your marketing strategy, scale your advertising, and hire the team needed to take your business from six to seven figures, and beyond.

If you’re ready to profitably scale up your business, head over to BrandGrowthExperts.com and learn how we can help.

Sponsor: Klaviyo

Are you working around the clock to build the business you always imagined? Do you want to communicate with your fast growing list of customers in a personalized way, but also get time back to work on the rest of your business?

Do you ever wonder how the companies you admire, the ones that redefine their categories, like Living Proof and Chubbies, do it?

They do it by building relationships with their customers from the very beginning, while also evolving in real time as their customer’s needs change

These companies connect quickly with their customers, collect their information and start creating personalized experiences and offers that inspire rapid purchase…often within minutes of uploading their customer data

Klaviyo empowers you to own the most important thing to any business…the relationship between you and your customers, and the experiences you deliver from the first email to the last promotion.

To learn more about how Klaviyo helps you own your growth, visit www.klaviyo.com/influence.

Sponsor: ShipBob

Storing your inventory, picking and packing boxes all night, and shipping your orders is a huge pain and takes a lot of time. And you’ve gotta do it…either yourself or hand it off to somebody else!

That’s why I’m happy to talk about ShipBob, the global fulfillment leader for ecommerce brands like you. They support over 5,000 brands across nearly 20 fulfillment centers in the US, Canada, and Europe, plus integrate with everybody from Shopify and Facebook to Amazon and Walmart.

This quote from customer Courtney Lee, the founder of Prymal Coffee, says it all: “I felt like I couldn’t grow until I moved to ShipBob. And my CPA even said to me, ‘thank god you switched to ShipBob.’”

I mean…who gets compliments from their accountant? Anyways, fulfillment is crazy time-intensive, so hand it over to the best of the best for fast and affordable shipping around the world. Go to ShipBob.com/Influence and get $500 in free shipping credits.

Form Image

33 Tools & Apps The Fastest-Growing Brands Are Using Right Now

Enter your email to access this list of killer tools for scaling up your ecommerce business

Please enter a valid name and email