Intro to TikTok Shop (+ More Paid Media Strategies) | Ellie Bresler of Beekeeper's Naturals

This week, Cassie's sitting down with Ellie Bresler, eCommerce Associate Manager at Beekeeper's Naturals. In this episode, Ellie leads us step by step through the brand's paid media strategies, and how they're utilizing each paid platform to drive awareness and generate sales. She also gives us a peek behind the scenes at how Beekeeper's Naturals has succeeded on TikTok Shop.
Here's a peek at what we cover in this episode:
[00:02:48] - Ellie shares her career journey thus far from graduating in 2020 as a ballet and strategic communications double major to joining a digital marketing agency to gain hands on experience in paid social, paid search, affiliate and email marketing in the luxury fashion, beauty and CPG (consumer-packaged-goods) spaces, and ultimately landing her current role sitting on Beekeeper's Naturals digital team within the growth division, focusing on DTC (direct-to-consumer) growth marketing, retail performance marketing and omnichannel brand awareness strategies.
[00:10:13] - Ellie dives into performance marketing strategies for both DTC and retail campaigns. She walks us through paid search on Google/Meta (with a full funnel approach), PPC (pay-per-click) ads, how vital audience targeting really is, and how the brand utilizes testing of messaging and media elements to improve their strategies to support business priorities. She also explains the role that seasonality plays in managing paid media campaigns.
[00:19:37] - Ellie chats through paid TikTok campaigns, including what the brand is doing with TikTok shop and their main focuses on that platform for both organic and paid social.
[00:28:00] - Ellie walks us through the team's process of streamlining internal communications, and shares the importance of personal projects that serve as a creative outlet.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Ellie's episode:
Creating Fresh and Innovative Social-First Content | Jacynth Rodriguez of Our Place
Affiliate Marketing 101 | Sarah Miotti (prev. Beachwaver Co.)
Small Business Social Media Advice | Social Media Manager Cameron Norfleet Pivach
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Check out Beekeeper's Naturals: Instagram | TikTok ⁠
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