I’ve been working in start-ups for nearly 11 years now (holy cow). In many ways, I’ve lived the dream within the start-up world.
A thread... and some lessons learned.
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Tracey Wallace
@TraceWall
Tweets about content, ecommerce, marketing | | Former | A friend 
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So stoked to be mentioned in one of my favorite, unmissable newsletters of all time 🥳
Thank you, 😊💛
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How did your customers shop in 2022? We found that:
👉 92% shopped on smartphone
👉 62% shopped on desktop
No matter how they continue to shop, we teamed up with to help you make more $$$ via #SMS. See how: klavy.io/gorgiastw
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Wowww thank you for featuring 's content & content designs as a place B2B companies should look for inspiration in 2023! 😍
I saw the subject line of this newsletter and thought, "wow it'd be cool if we got featured."
Lo and behold...
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If you wanna learn email marketing / . but are not sure where to begin, don’t sleep on their free resources.
Google “Klaviyo academy” and get access to all their certifications
Spend some time learning and grasping the fundamentals. You will be glad you did.
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Can’t wait for this! It’ll be my last speaking gig before maternity leave!
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1/3 mastermind
1/3 awards show
1/3 good vibes + fun
introducing... The Whalies 
let's break down all the details 
let's break down all the details Show this thread
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"Find the playbook that fits your brand through data, customer conversations, creativity, and constant testing. "🔥🔥
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This has to be one of if not my *favorite* pieces of content from @klaviyo this year.
The insight, the analysis, the interviews (S/O to @arihappywick, @graceclarke, @N_Sportelli, @ashvinmelwani and more for all their expertise in here!)
klaviyo.com/blog/what-is-d
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People ask how I run 3 businesses while only working 20 hours a week.
My secret?
Over a decade of trial and error.
Here are 7 mistakes holding you back from building a big business without selling your soul:
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You don’t own the audience you build on social channels.
One follower or one million followers - it doesn’t matter.
It’s all owned by the landlord.
Build your email list.
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Every marketer preaches "refresh your content!"
No one tells you HOW 🙄
I will! (with some help from my favorite content leaders) 🧵
Here are 4 types of posts you should refresh before 2023 (with guidelines on *how* to update them):
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👀👀
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Content ideas may be coming to Google Search Console
searchengineland.com/content-ideas- via @@nicockier
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This has to be one of if not my *favorite* pieces of content from this year.
The insight, the analysis, the interviews (S/O to , , , and more for all their expertise in here!)
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Warby Parker, Dollar Shave Club, Casper—these DTC darlings established a playbook that anyone who wanted to start their own business could get on board with.
For $100, you could buy a web domain & an ecomm platform subscription, and be well on your way to building your own brand
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You're missing a core part of your marketing strategy if you aren't building connections.
Your industry partners will help you amplify content, support your successes, & introduce you to others.
But you have to build those relationships first. Then support them in return.
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Distribution is the driver of diversified traffic.
Optimization is the driver of consistent traffic.
Both are drivers of a great content marketing engine. But most brands ignore both in favor of creation.
Huge mistake.
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Today is my last Monday for the next 3 weeks working on a Monday! Let's goooo!
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Replying to
Sigh 😌
The most underrated marketing skill: the ability to get buy in.
We are all in the world of sales. Whether we realize it or not.
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👀👀
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Normalize using :) instead of 
emoji in your sms marketing to reduce sms credits.
Test has proven it has worked just as effectively :)
emoji in your sms marketing to reduce sms credits.
Test has proven it has worked just as effectively :)2
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Stuff that sucks right now (but is out of your control)
→ Rising CAC
→ Looming recession
→ Apple’s recent privacy changes
Stuff that's in your control, that you should be focused on:
→ Your owned audience (Email + SMS)
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Shout out to everyone being kind and reminding the people in their lives how much they appreciate them.
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The results are in… 🥁
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In the future, knowing how to give ChatGPT killer inputs will be a top skill to have.
Just like knowing your way around Google is today.
Get ahead of the game and start using it now.
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We are intuitive judges of writing quality.
When the writing is bad, we skim. When the writing is good, we read slowly in order to appreciate the delicious language.
When you’re racing through a text, it’s time to read something else.
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The growth plan most brands should embrace:
Keep new customer acquisition flat at the maximum volume of first order profitability.
Revenue and margin expansion is created by growth in existing customer revenue as a % of total.
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Most brands are missing out on revenue when it comes to optimizing their email marketing campaigns.
Here is a thread of the best resources & stats from that will help you optimize and increase revenue
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Anddd it's pickleball sliding in at the #9 best marketer of the year –– gotta love it!
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. made mistakes, but it also made over $28 billion in revenue, Andrew Bialecki tells on this episode of The Founders Project.
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The @shopify app store update has allowed us to track some new data points.
You can now see what platforms an app integrates with
Here’s a breakdown of the top 10 most integrated platforms:
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“With integrated marketing, you’re increasing the odds that engagement on one channel becomes a sale on another,” wrote in 's latest blog post.
To which I say:
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What if brands were empowered to deliver personalized experiences online, just as well as they could do in a store? Hear 's talk about that, his "pinch me" moment and much more w/ on the Founders Project podcast.
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To help folks beter understand everything that needs to be thought through to realize omnichannel ROI, here is how omnichannel versus multi-channel approaches differ across the front and back of the house operations.
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67% of retailers in North America and Europe say an omnichannel strategy is quite important or extremely important for their business...
But understanding the customer journey through an omnichannel approach is...tough.
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Y'all remember when "omnichannel marketing" was still something you had to sell into DTC brands?
Now, DTC is considered a channel *within* omnichannel, not a standalone strategy!
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My newsletter this morning is aalllll about this. I’ve always leaned toward hiring journalists, and they seem the best skilled still for a new era of content creation!
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This AI/ChatGPT stuff just cements my strategy of investing in journalists and creatives that bring personality and expertise to our brands.
The more humans move away from the "human touch", the more they actually seek it.
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Content marketing is a multidisciplinary fields. You need to be good at:
Writing
Editing
Storytelling
Project management
GTM
Email marketing
CRO
UX
CX
SEO
Marketing ops
Internal comms
PR
Influencer marketing
What else?
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