The Ecommerce Influence Podcast · Austin Brawner

373: Customer Acquisition: Paid vs Organic, State of Facebook, & Brand Growth

September 13, 2022·51 min·4 clips

The welcome email and the 7-to-22-day post-purchase window together generate 50 to 60 percent of a brand's total email revenue.

The ad account is not the whole starting line. Lily brings on Michael Graswich, a D2C growth manager with Taylor Stitch in his background, to talk about brand growth when the market is less forgiving. Facebook is on the agenda, but the more useful thread is what happens before anyone starts poking around campaigns. What does the brand believe about its customer? What is the founder story? Why should that customer care? Michael keeps the conversation grounded. His past experience matters only so much, he says, because each brand has its own product, consumer, and constraints. That bit of humility is the point. Paid media is not a magic doorway. It works better when the brand already has a decent customer thesis and a reason for being in front of that person. Some of that can start as a hypothesis. Data helps, of course, but Michael is fine beginning with a sharp customer guess and testing it in the market. Lily sets the pressure well: profitability is harder, the D2C model is getting questioned, and brands still have to sort out Facebook ads, growth strategy, and paid versus organic. The excerpt keeps coming back to efficiency, but not in a spreadsheet-only way. Paid can matter. Organic can matter too. The useful question is what job each channel should do. Michael says he would probably look at the ad account, but he keeps pulling the work back to strategy. Start with the story, test the consumer, ask why they care, then decide which budgets and channels deserve attention. The ending stays casual, with Michael pointing back to mentors and offering help where he can.

As heard by us

A practical e-commerce growth conversation for operators who know paid ads alone will not carry the brand.

Customer acquisition comes through as a business-wide problem, not a simple Facebook ads fix. Lily Ackerley talks with Michael Graswich, a D2C and e-commerce growth manager who worked with Taylor Stitch in its earlier days, about growing a brand when profitability is harder and…

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You want a straight talk on growing an e-com brand when ads feel less efficient.

Read the full recommendation in PlayNext →

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