The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
Welcome to the e-commerce marketing podcast, everyone. I am your host, Arlen Robinson. And today we have a very special guest Jared Curry, who is the CEO and founder of Scope 16 Marketing. He is an 18 year old New Jersey native. At 16 years of age he read Rich Dad Poor Dad by Robert Kiyosaki and it completely changed his life. He started learning everything about Digital Marketing through an online course together with his friend in his junior year at High School.
Now, as CEO of Scope 16 Marketing, Jared oversees a team of completely remote digital marketing geniuses. Scope 16 has scaled clients from 6 figures to multiple 7 figures and he and his team are confident they can get those results because of their unique 8 Figure eCommerce Blackhawk System. Welcome to the podcast.
Thank you so much for having me. I’m excited to drop some value for all your listeners.
Yes, no problem. And I am super excited to talk to you because I think you set a record here for the e-commerce marketing podcast is I’m pretty sure you’re the youngest guest that we’ve had on at the age of 18. I don’t know if this I’ve talked to too many other younger people. And as we were talking earlier, it is really impressive to have started a business in high school and have gotten to the heights that you have right now. The sky’s the limit for you.
So I definitely applaud you on that. Thank you so much.
Yeah, that I was a little old. I’m a little bit older now, but it was still a journey, so it’s exciting.
Yeah, it’s always a journey, no matter kind of where you’re at or whether you’re just getting going or deep into the business like I am, I guess you could say kind of on the other end of the dinosaur. The industry have been around in business for over twenty one years now. So we’re kind of at two ends of the spectrum. But we’re still going you know, there’s always lessons to learn and there is always things that you can do to improve.
You know, before we get into the topic of today, which is going to be talking about Facebook marketing, are we going to also be talking a little bit about Instagram stories and using those particular platforms as really vehicles to grow your e-commerce business, drive traffic, drive sales? You know, kind of how you do it. And I’m super excited to get some actionable tips from you because this is what you do day in and day out. You help clients grow and you manage their platforms, their ad platforms.
And so I know you the definitely the right person to ask. But before we get into all of that, I’m definitely going to ask you how you really aside from reading the book Pirarucu Biersack, you really what’s finds you to just jump into it? And how did all of this kind of fuzed together to create scope sixteen?
Yeah. So when we first got started in our early days, I bought some online courses because education is the best investment you can make. Right from Warren Buffett. And I decided to focus solely on digital marketing. I grew up in a family with a lot of entrepreneurs and I saw how important small businesses were and I saw that what e commerce, so many more people can really build wealth. So I decided to solely focus on digital marketing to see how I can help other small business owners, to see how I can scale other businesses, because overall that’s going to help the economy.
That’s going to help this amazing country. And that’s kind of been my mission in my focus for the past few years. And quite recently, we’ve grown up. We developed our eight figure Blackhawk’s system and we’ve been able to bring and employ amazing team members. We have over ten team members full time right now working with us, and we’ve just been going strong since then and just try to help as many brands as possible. Yeah. So as you know, it’s an ever changing world right now.
We’re in as far as, you know, the whole marketing landscape, you know, due to this whole covid-19 pandemic that’s kind of playing in the world right now. And so a lot of moving parts all moving right now. But it seems like everything is really shifting to the online space. And so I know people like you and I have been really busy these past, what is it, eight, nine months now? Because there has definitely been a global shift.
A lot of businesses now are kind of rethinking some of the traditional strategies, putting a lot more attention on online digital marketing. And so that’s kind of where you and I come into play. But as I alluded at earlier, we’re going to be focusing on today is Facebook marketing a little bit about Instagram marketing? And so what I want to kind of start at. Is a lot of businesses think of marketing on Facebook as just something that, you know, every business needs to do is almost like a line item on a marketing to do checklist.
And so a lot of times people just kind of jump into it and say, all right, I got the Facebook marketing check. I created some ads going out there seeing how it works. But I would imagine. And of course, there’s a lot more to it. And I guess my initial question is, first off, is Facebook marketing and marketing on Instagram? Is it right for every e-commerce business?
No, it’s not for most businesses, yes. But of course, Facebook limits it to certain people such as CBD and other things like that. There’s restrictions. But if you are allowed to advertise on Facebook and Instagram, you should be advertising on Facebook and Instagram. I have not found the brand that has been allowed to advertise on Facebook and Instagram that hasn’t made money with Facebook and Instagram. It is one of the number one marketing platforms out there. Hands down the amount of data that they have, the amount of brands that are actually spending money.
You can look at all the smart money, the amount of money that they’re spending on Facebook and Instagram is insane. And the reason why they’re able to do that is because they’re able to track their results. For if you put a dollar or two dollars into TV commercials, you don’t know how much that dollar is going to give you back better terms. Just give them a crazy tracking. Right. What Facebook ads unable to actually track my return on investment as everyone out there listening knows, I’m able to track why I put a dollar in.
I’m getting a four X return on that been I’m getting four dollars back. That is why it’s one of the best platforms out. And that’s why every business should be on Facebook and Instagram right now. Kind of really nailed it. That really is where the power of it is. The platforms is the amount of data that they have on all of the actual users that are there. It’s like when you think about it, it’s almost like the data that they have is like a when you’re trying to break things down and kind of analyze things organically as far as who you want to target, it’s almost like that.
It’s like a petri dish of really of the world. And it’s just kind of broken down into people of all ages, different races, ethnic backgrounds, different opinions on different things. And because of that, it really gives a business owner the power to get in there. And since it’s almost like a snapshot of our everyday real world, you can just take a look, create your own personal or customer avatar and then figure out, all right, how do I tap into that customer avatar, that ideal customer based on the data sets that they provide with Facebook and Instagram.
And so that’s definitely the power of it being able to easily tap into that, because before I started recording, I was singing. I got started in the year 2000 that none of this existed before. You know, there was no social media. The amount of data was very minimal because we were at the point in the year 2000 where, you know, the Internet just got to go. And so businesses were just trying to figure it out, just trying to at least get online and just get a basic website.
That’s really all they were doing. But now we’re at a whole different ballgame. Now, since you really kind of have encouraged, you know, almost any business to try to take advantage of Facebook marketing and Instagram marketing other than the businesses that are excluded where, you know, like you said, the CBD brands and those type of things, if you’re able to market on it, you should do it. Now, if you’re able to do it, how do you do it and what specific tools do you need to really make this happen and to properly run marketing campaign?
So first and foremost, I’ve been down that hole where I wasn’t running Facebook ads. We run Facebook. That’s where our own agency, I actually have my own income brand.
So we practice what we preach. But at some point I wasn’t running ads. I wasn’t always running ads.
It was always a problem. I didn’t know exactly what to do. I didn’t want to waste money. I thought boosting a so when people come to us, it’s so funny. They think that when they boost a post, they’re really running ads. It’s not true. So I really didn’t know much about ads for a long, long time.
So I want to tell a quick little story because I think this is really going to go along and help you guys understand that that’s OK. Right. Because let me break down the story. So there’s this guy. He’s walking down the street. He falls into a hole. The walls are so steep he can’t get help. A doctor passes by and the guy shouts up, hey, you, can you help me help doc? The doc writes a prescription, throws it down the hole and moves on.
Then a priest comes along and the guy shouts out, Father, I’m down in the hole. Can you help me out? The priest writes a prayer, throws down the hole and moves on. Then a friend walks by, Hey, Joe, it’s me. Can you help me out? And the friend jumps in the hole. Our guy says, Are you stupid? Now we’re both in the hole. A friend says, Yeah, but I’ve been down here before and I know the way out.
OK, that’s awesome. The a story to everyone out there listening, I’m your friend. I know the way out this podcast, especially with Adrian’s help, we’re going to be able to get you out of the hole. We’re going to show you how we can scale your business so really quick, what you should be doing with Facebook.
That’s number one. You need to know how to scale Facebook. You need to know how to run Facebook, and you need to learn. You can’t just go into the business manager and watch a few YouTube videos and think that, hey, I can run Facebook. I now you’re going to waste so much money no matter what agency you work with. Work would an agency or work with a coach who can either teach you about Facebook or do it for you.
Don’t just waste money. You’re going to spend way more money on Facebook ads than you would if you would have just hired a coach or hire someone to do it for you.
That’s number one.
Number two, for everyone out there listening, there’s a lot of things involving Facebook ads that are new and upcoming that people really are leveraging their underutilized, whether it be using user generated content. I see so many eCom brands, they’re creating this fancy, fancy content and content’s great. We love content, right?
But they’re not using the power of influencers. They’re not using the power of authentic looking videos, user generated content, which is so popular right now. Our best clients are the clients that are using ads from Tic Tacs that their customers are creating for them. And we’re putting those into Facebook sort in realistic there’s look like audience expansions that are brand new with Facebook. So I can duplicate my current customers, I can multiply them. So if I have one hundred customers, I can turn that one hundred customers, put them into Facebook, put their information into Facebook, and I can from that one hundred customers, I can turn them into tens of thousands of customers by using look like audiences because I’m duplicating and making similar customers based off the data that Facebook has.
Those are something that people can start using. Awesome. And thanks for sharing that and powerful story there. What I want to also kind of chime in is there’s a lot of business owners, e-commerce business owners are listening to e-commerce marketers that are listening and they may have tried it out. Maybe they’ve gone in and created their own Facebook campaigns and or Instagram campaigns. Maybe they had a little bit of success, but don’t really kind of know where to go with it and are probably wondering, you know, is it still right for me?
You know, I haven’t really seen too much success in your experience and kind of what you guys are doing. What are some facts and figures that really kind of support the efficacy of some of these specific strategies, like the creating the Facebook look, audiences, things like that. So, for example, look like audiences look like audience expansion, not look like audience, look like audience expansion is a brand new feature. It’s like interest tartini expansion. Right.
For those of you that know what that is. So you’re able to really expand your audience even further than what you originally would be if it was just look like audiences. So with expansions, we’ve actually seen about a 30 to 40 percent increase in requests from our clients. It’s a brand new feature. So we don’t have data from Facebook yet, but from our clients, we’ve seen a massive increase.
It has helped our clients out so much, getting better results. It’s also lowered our CPMs. Surprisingly, it’s lowered our CPMs because it’s telling the algorithm, hey, here’s a bigger audience, go find the best person. And it has significantly lower CPMs. And CPMs is a big metric and KPI that you need to keep a lookout for. Everyone wants to talk about your and click through rates. But guess what? Your CPMs are also extremely important. If you can figure out how to lower your CPMs, then you are going to significantly increase your ROE as you’re probably going to have higher click rates potentially, and it’s just going to help out your overall campaigns.
So that’s really what’s supporting is from the results we’ve been generating our clients from what other agencies have been telling us, Facebook has a really publishing in new data about it because it’s a brand new feature, but it’s working like a charm. That’s awesome. And for any of the listeners that aren’t familiar with that particular term, Raaz, what exactly is Raaz return on ad spend? Right. So if I spend a dollar on ads and I have a row as of three, that means I’m getting three dollars back.
So for every dollar you get in, you get three back. That’s with your rose. Thanks for explaining that. I appreciate it. Now, there may be various business owners that are listening that are probably right now doing a variety of different marketing online, going through different channels, and maybe they’re not utilizing Facebook or Instagram right now. What would you suggest? Let’s say maybe they’re just doing the standard. Maybe they’re doing some more organic SEO. Maybe they’re also doing some paperclip marketing.
And then maybe other than that, maybe they’re just doing some direct advertising on specific, let’s say, niche sites that are in their particular categories. So let’s say that’s all they’re doing right now. If they want to kind of then take this step into. Facebook or Instagram marketing into the mix. What’s the smoothest way of integrating their existing strategy into now adding on Facebook and Instagram marketing? Is there kind of a clear path to doing that? And do they need a certain toolset to be able to manage and track everything effectively?
I think it comes down to mindset. I think that’s a big thing that no one wants to talk about. No one wants to talk about minds, that everyone wants to hear tactics, whatever. I speak whenever I go on stage, as everyone wants to know, what’s the newest and best tactics out there?
Right. Mindsets, a big thing, too, if I can go ahead and get my mind right and tell myself that Facebook is going to work, this is going to work.
I got this. Jared is telling me this is going to work.
He promised me I just need to get my mind right now. I need to be able to prove to myself, hey, this is going to work now. I’m willing to scale because you’re not going to make any significant money on Facebook without spending a lot of money on Facebook. Most of our lives that are crushing that, they’re spending twenty thousand dollars a month on ads. So that’s on the low end. But the reason they’ve been able to do that is because they know that for every dollar they get in, they put in, they’re going to get five, six, seven dollars back because they have a consistent process.
So if you want to get to that point where you’re actually making a lot of money from Facebook, you need to start small. You need to just start by launching a post purchase campaign or retention campaign, which I’ll explain what that is in the second, or you start off by just doing some basic retargeting ads. Now, if you can do that, you’re going to see if you already have traffic go into your website. If you already have customers from the past, then you’re going to see results.
You’re going to see, hey, I put a dollar in, I’m getting five dollars back. Your mind just turned on it. Just flip the switch. You’re telling yourself, wow, this really works now. I’m addicted now. I don’t want to stop doing this. Let’s put more money in. Let’s test. Let’s learn. Let’s figure this thing out. It works. It really does work. So once you watch those two campaigns, that’s how you’re going to be able to start.
And it’s not going to require a big budget. You can start a retargeting campaign. I would recommend you do a dynamic product retarding campaign. So, for example, if someone goes on your website and they look at a specific product, they’re going to go on Facebook, Twitter, Instagram, and they’re going to be able to actually see that same product they were shopping for because it’s going to be a dynamic product at a DPA. So everyone starts off with a DPA ad.
You can spend as low as I mean, you could spend three bucks, but I would recommend spending just spend five bucks a day, five dollars a day on that one DPA ad. And you can see rowhouses from 10 to 15 to 20 extra hours. That’s where you’re going to get your biggest rowhouses on those retargeting ads, especially those DPA ads. So that’s no, that’s the first thing I would recommend you do. Number two is a post purchase campaign.
If you have a customer list of over a thousand people plus your customer, listen to Facebook and what you’re going to do. You can also connect your email list to this as well. And you’re going to run an ad targeting. You’re going to do a custom audience. You’re going to run an ad targeting specifically your customers, and you’re going to send them a special offer like come back and we’ll give you 20 percent off or twenty five percent off.
You’re getting them to come back and purchase. Maybe you have a product that people have to. We have a client, noble pets. They sell dog leashes. So on top of the dog, which is they also sell poop bags. So if you have some type of product that people can continually buy over and over again, and this is a perfect product that you can advertise in your post purchase campaign where you can send people to this ad. And it’s the product that people have to continually buy and give them 10, 15, 20 percent off.
And that’s how you’re going to get some quick wins. Those are quick ones, right? That’s how you get started. That’s how you get the ball going.
Those are some great tips, great actionable items, because that’s really a large part of this whole thing. And digital marketing in general is just how do you get started? How do you get into it? A lot of times businesses fail because they don’t know how to get into it. These days, you and I both know that there is a whole glut of information. You do Google about Facebook, marketing and marketing on Instagram. There’s a lot to weed through.
And a lot of times business owners, I think, fall short because they get overwhelmed with, ah, what do I do? What’s the right information? You know, is this guy really legit is what he’s saying the best strategy? And so a lot of times it’s hard. It is to discern that. And so it’s great to get some clear advice from you. Yeah. And to add ons, everything that he said was so actionable. It’s not requiring you to hire an agency.
It’s not requiring you do any research. I just told you exactly how to do it. You spend a little bit of money and it’s just getting you in the right direction. Just like you said, information overload. A lot of people like to think this is busy work and they like that information overload because they think they’re actually doing something.
They’re coming up with these complex landing pages. They’re doing all these different things to get going. They’re creating all this content, but really all they need to do is just get started. Warren Buffett and Bill Gates, they knew each other as kids and their dad asked them for some of you guys out there listening may know this story already. Their dad asked them, hey, kids, what’s the most important thing you need to succeed? And they both wrote down on a piece of paper.
They didn’t look at each other. They didn’t talk. To each other, they just both wrote down the same word focus, and now they are both multibillionaires to this day, you just need to focus on one thing and that is getting started in the best way to get started is by using those actionable steps that I just told you. Yeah, definitely.
Definitely great steps in the can recap on that, that the custom targeted audience is great. The dynamic targeted audiences, rather, is excellent. And I can testify that I’ve seen those be effective all the time where Amazon uses them all the time. I do a lot of times I’m always on Amazon, you know, I’m always buying stuff just for the sheer convenience factor. So whenever I’m looking around on Amazon and I bounce over the Instagram, I’m seeing that same product come up in one of their ads there.
And I’m like, OK, even if I didn’t buy it, it’s just the matter of it’s kind of like a reminder there. So if somebody has visited your website, then they’re bouncing around in the different social media platforms like Instagram. They see that product there. Again, it’s just kind of like, wow, wait a minute. Then I just look at that, you know, even though they you know, they may know that, of course, there’s technology behind the scenes that is allowing this retargeting them to work.
It’s like, wow, I just thought about buying that. And now I’m seeing that there. They may not necessarily put two and two together. Some people that a little bit, of course, more savvy like you and me and other other people in marketing space know, you know, how all of this works. But, you know, average person just knows that, wow, I just was there looking at that product. I’m thinking about buying it.
Let me just go ahead and buy it now, because there it’s kind of reinforcing it for them because they’re seeing it multiple times, not only on Instagram, they may be going other places and they’re seeing it so very powerful.
It must be a sign someone was telling me exactly exactly what shall I people say. They’re like, wow, didn’t I just go to the website and, you know, there’s, you know, retargeted or even better, I love this.
Whenever I hear this from my family, all they’re spying on me. Every time I wake up something, they’re following me.
Yeah. If I hear that all the time or people will say, yeah, I was just talking about that product and now I’m seeing ads on my Instagram feed. They’re listening to me. My is like this technology is really advancing at a great pace. I mean the same thing of course that you mentioned is the uploading your custom audience into Facebook there and then targeting them for your customers actually rather into Facebook Attardi and then with come back. Or maybe you have a campaign where you have an auxiliary item that goes along with maybe your main item and you want to let people know about that.
That could be a great way. Your campaign to target people with or you’re offering a discount on future purchases and you want to make that only available to people that have purchased from you before so they can see, OK, if I come back and resupply up or restock whatever I purchased from you on your 20 percent or so, a number of things that you can do with that Facebook, uploading your customer database into that. So very powerful. Lastly, but as we get ready to wrap things up, what I want to do is just kind of pick your brain a little bit with either businesses that you’re where you’ve worked with or just you’re familiar with in general that have just had some great success with Facebook marketing, Instagram marketing that our listeners can take a look at.
It’s kind of see what they’re doing, see how their ads are structured and kind of learn from them. Yeah, yeah.
So I’ll be able to disclose some clients. I can’t disclose all of them for the purposes. But I have one client, for example, dream vessels. They sell candles. They are one of the biggest distributors for candle vessels in the United States. And we came in and they had a ton of pixel data. That’s also something for everyone out there listening. Please get up, make sure you have a pixel on your website, make sure you have access to it.
Make sure you own it. That is the most valuable asset that you have with your business. Also, add that pixel to a backup ad account on a separate business manager. I need everyone out there listening to do that right away because it’s the most valuable asset to your income business, in my opinion. So they had a ton of picks today, over two hundred thousand pixel events in the last twenty eight days. And we came in. They were not using any of it.
They were not running any ads. So what do we do? We set up ads. We set up retargeting in the beginning and we were getting twenty X returns on ad spend for retargeting. So for every dollar we put in we got twenty dollars back. That’s for retargeting. Absolutely insane. Top of funnel. That’s prospecting on a wide scale. Right. We’re getting about a 10x roett and the reason why we were able to do that is because they had so much pixel data that we were able to create look like audiences and we were able to replicate their customers and we were able to scale really, really fast.
I believe our first month of working together, we only spent about ten thousand dollars on that. We made them around one hundred and thirty thousand dollars back overall rise of about one thirteen. Right.
So that’s just one example of what you can really do with Facebook in such a short amount of time. We basically doubled their revenue. They were doing about it. I can’t disclose the revenue, but we basically doubled the revenue for them just a short amount of time. That’s awesome. If you can repeat that, the company name again, dream versus dream vessels guy guys. Yes, they sold Candleholders. Well, that’s a great testimonial. I appreciate you sharing that.
And I always like to hear those. Studies where people can kind of take a look at what other companies are doing and take a look at their ads, how they’re structured, where they’re appearing at and, you know, just to get some ideas of what they can do. And then it’s great to hear those success stories with what you have achieved. Well, Jared, it has been an awesome pleasure to have you on. I really appreciate you coming on the e-commerce marketing podcast.
I have definitely learned a lot and I know our listeners have as well. I always learn a lot. I mean, this is like a marketing school, one on one for me any time I have a guest on because, you know, as you know and as our listeners know, you can never know. Everything is just impossible. And so I appreciate you sharing what you have regarding Facebook, marketing, Instagram, marketing, and really kind of how to make all of this work and how to put it together with those clear, actionable items that you provided.
But what I would like to always do, as my listeners know, that we always like to close things out with closing fun fact question. So if you don’t mind sharing one closing fun fact that you think our audience would be interested to know about you.
Well, great question. So one fun fact is that I actually had a speech impediment at a really, really young age. And to be honest with you, I think it changed the course of my life because I learned how to overcome and persevere so much because of that. And now I’m here talking to you guys.
That’s awesome, man. And, you know, no matter where you are, what stage of life you’re in, what things you think are a disadvantage, you never know where it’s going to lead you, you know? And so there’s always things that you can overcome. It’s just a matter of working hard, practicing and getting in the trenches and grinding it out. So, yeah, thanks for sharing that. I definitely appreciate that. I love to see people that can overcome challenging situations and adversities.
And so, Jared, it’s definitely been a pleasure having you on. If any of our listeners want to get in touch with you and pick your brain any more about Facebook, marketing, Instagram marketing or just digital marketing in general, what is the best way for them to get in touch with you?
Yeah, so just a normal person. Of course, you can always visit our website at SCOP, ASCAP one six dot com, but I’m just a normal person. Go ahead, follow me on Instagram at official Geroge Red Curry. See you are why you message we have a conversation. Also, feel free to add me as a friend on Facebook and I can actually get you access to our free Ekom marketing group or we can actually share you a lot of the marketing secrets that we use in our blog system.
So really excited to chat with you guys. Awesome.
Well, thank you for sharing that, Jared. And I definitely encourage all of our listeners to take you up on that. Reach out to you and see how your agency or just picking your brain can, you know, add any further value to their business in the marketing efforts. So thanks again for joining us today in the e-commerce marketing podcast.
Thank you for listening to the e-commerce marketing podcast.
CEO and founder of Scope 16 Marketing
The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Jared Ward is the Founder and CEO of Luminous, and is not your typical entrepreneur; he’s a visionary in the world of e-commerce, supply chain management, and business scaling. Jared boasts an impressive 12-year journey in e-commerce supply chain and operations. His entrepreneurial spirit led him to build multiple six-figure product brands in his 20s, culminating in his leadership role as CEO in a multimillion-dollar D2C brand by the age of 28. With a keen eye for business opportunities, he identified a critical gap in the supply chain market and founded Luminous. This groundbreaking software company has garnered support from influential VCs, including the renowned Serena Williams. r
In this episode, you will learn
The top three challenges e-commerce brands face when attempting to scale, and how Luminous addresses these.
How e-commerce brands can stay agile and adaptive in their inventory management to avoid stockouts or overstock situations
The integration of technology, such as AI or IoT, revolutionizing supply chain management for e-commerce brands in the next five years
The one piece of advice Jared wished someone had given him when he was just starting out and why
Where the e-commerce landscape is heading in the next decade, especially in the context of supply chain management and operations
For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com
Or on YouTube at:
Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.
Thanks for listening. Be sure to subscribe and leave a review.