Threading The Needle

Are you making the critical Black Friday budget mistake that could sabotage your entire month’s revenue? In this episode of the Podcast, we talk about why underspending on Black Friday could be the biggest misstep for your November sales and how to avoid it.  Taylor breaks down the importance of concentrated spending on Black Friday and Cyber Monday and shares actionable insights on pacing your budget for maximum returns. Don’t let outdated strategies or early-bird sales trends pull you away from what really works! Topics Covered: The unique opportunity Black Friday provides for ecommerce brands How to avoid spreading your budget too thin leading up to Black Friday Data-backed insights on why Black Friday outperforms other sales days Tips for maximizing efficiency on Black Friday and Cyber Monday If you’re looking to make the most of your holiday sales season, this episode is a must-watch. Hit subscribe for more eCommerce strategies and tips, and make sure you’re ready to win big this Black Friday

In this special Halloween episode Taylor and host Richard dive into the spooky truth behind Election Week’s impact on ad campaigns. With an unprecedented wave of political spending flooding digital platforms, advertisers need to prepare for shifting CPMs, reduced conversions, and increased competition—especially in swing states. From understanding the effects on Meta and Google ads to insights on how to handle performance dips, we’ve got the data and strategies to help you weather the storm. Don’t panic! Taylor and Richard walk through what to expect, how to adapt, and why staying the course is critical for keeping your ads on track as we approach Black Friday and Cyber Monday. Show Notes: The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Are you struggling to keep your ecommerce business profitable? In this episode of the podcast, we dive deep into Common Thread Collective’s Profit System—the tried-and-true method helping ecommerce brands achieve predictable, consistent growth. Join host Richard and our sales experts, Matt and Peter, as they walk us through the key steps to building a data-driven strategy for profitability, even in challenging markets. From data integrity and customer acquisition models to marketing allocation and performance tracking, we cover every essential part of this system that’s transforming brands and helping them not just survive but thrive in 2024 and beyond.  Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

In this month's State of the Industry, we tackle some of the biggest questions facing ecommerce brands in 2024. Why are 7-figure stores seeing a slowdown in growth? How are political ad spending and shifting consumer behaviors affecting your bottom line? And most importantly, what can you do about it heading into the critical Q4 period? Join our panel of experts as we break down the data behind the Direct-to-Consumer Confidence Index (DTCCI) and explore theories on why revenue growth is stalling. We’ll discuss the impact of the upcoming election, the growing trend of value driven consumers waiting for bigger discounts, and how large ecommerce brands are adjusting their strategies in a tighter, more competitive market. Plus, we’ll dig into what this means for Black Friday, Cyber Monday, and your holiday sales. If you’re navigating the complexities of ecommerce right now, this episode is packed with insights to help you adjust your strategy and drive profitability. Don’t miss these critical discussions on the

Want to dominate this Black Friday and Cyber Monday? In this episode Richard and Luke reveal the top 5 essential strategies that will supercharge your sales and help you maximize profits during the busiest shopping season of the year! From crafting irresistible offers to optimizing your media spend, we’re giving you a proven game plan to stand out from the competition and make sure your business ends the year with a bang. Whether you're a seasoned pro or just getting started, these tips are critical to your success. Here's what we cover: How to create a killer Black Friday offer that customers can't resist The secret to increasing your ad spend without hurting profitability Why focusing on Meta (Facebook & Instagram) ads is crucial in Q4 How to optimize your creative for high-conversion placements like Reels The power of email marketing – and why you need to send more emails than ever Don't miss these must-do strategies – your Black Friday success depends on it! Show Notes: Go to https:/

In this episode, Taylor shares his biggest critique of cost controls in digital advertising. Join Richard and Taylor as they explore the limitations of cost controls, including the challenges of relying on human logic and consistency in a constantly evolving ad landscape. They dive into the role of AI in ad management, the struggle to trust automation, and the emotional hurdles that often lead to poor decision-making. Taylor also shares insights on how to optimize campaigns for long term success by balancing human creativity with machine driven precision. This episode is a must watch for anyone interested in digital marketing strategy, campaign optimization, and the future of AI in ecommerce! Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

Get ready for the holiday season with expert SEO insights designed to help you maximize organic traffic and boost revenue! In this episode Richard sits down with Travis Bichelle, CTC’s Director of SEO, to break down essential SEO strategies tailored for Q4 and holiday promotions in 2024. From understanding organic search declines to building robust metadata, schema markup, and leveraging Google Merchant Center, we dive into actionable steps to ensure your ecommerce site captures holiday shoppers and increases conversions. Plus, we share a sprint checklist to optimize your site’s performance before Black Friday, Cyber Monday, and beyond! Key Takeaways: Holiday SEO tactics to increase organic traffic How to use metadata and schema markup effectively Leveraging Google Merchant Center for visual search results Preparing for Q5 with clearance strategies and 301 redirects Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital The Ecommerce Playboo

In 2024, working with over 67 eight-figure ecommerce brands gave us an insider view of what it really takes to produce sustainable profit in today’s competitive landscape. These brands not only achieved significant revenue but also balanced it with strategies that drove genuine profitability—no easy feat in the current market climate. In this in-depth video, we’re sharing the hard truths, pivotal insights, and key takeaways we learned from these standout brands. From high-level strategic decisions to the day-to-day tactics that drive success, we’ll cover it all, including: Adapting to Industry Shifts: How these brands pivoted their approach to stay ahead amidst fluctuating market demands, economic pressures, and digital advertising changes. The Power of a Solid Profit System: Why the most profitable brands don’t just rely on individual marketing tactics—they implement robust systems designed to consistently generate positive ROI. Media Buying That Delivers: Insights on effective ad spend allocation and

In this episode, we look at the cultural transformation that took place at Common Thread Collective, shifting from an employee-centric approach to a standards-centric model. Join us as Taylor and Dane Sanders, CTC's VP of Employee Development and Performance, discuss how rethinking company culture can drive profitability, enhance team performance, and reduce turnover. Learn how CTC balanced high standards, accountability, and employee engagement to create a thriving workplace where people are empowered to perform at their best. Whether you’re a leader looking to boost your company’s culture or an employee interested in understanding what makes high-performing teams tick, this episode offers valuable insights and actionable steps for building a resilient and results-driven culture. Tune in to discover: The key differences between employee-centric and standards-centric approaches Why aligning company culture with customer value improves satisfaction and profitability Practical strategies CTC used to oper

Looking to boost your holiday sales? In this episode, Richard and Tommy Lamb, Director of Email and SMS at Common Thread Collective, break down the key email and SMS strategies you need for Black Friday, Cyber Monday, and the holiday season. Key Takeaways: Data Integrity: Clean up your email data for more effective campaigns. Audience Segmentation: Learn how to personalize your messages using advanced tools like Klaviyo. Shortening Email Flows: Discover why shortening cart abandonment windows is essential during the holiday rush. New Platform Features: Leverage AI-driven features to automate and optimize your campaigns. Cross-Channel Strategy: Use insights from email to improve your paid ad performance. Testing & Tactics: Smart testing to improve engagement and conversions during Q4. Whether you're running a small business or a large ecommerce store, these expert tips will help you maximize sales during the busiest time of the year! Show Notes: Go to https://mercury.com/thread today

In this episode Richard and Taylor, dive deep into the often overlooked challenge of business goal setting and shareholder value. Why do so many entrepreneurs fail to pay themselves, even when their businesses are thriving? Taylor shares his insights on the cultural norms, financial misconceptions, and psychological traps that keep business owners stuck in a cycle of reinvestment, constantly betting it all on growth. Learn why many business leaders unknowingly give away their profits to external parties like advertisers and suppliers, and why it’s crucial to shift your mindset from scaling at all costs to actually realizing financial value. If you're an entrepreneur struggling with how to take money out of your business or wondering why your efforts aren't leading to personal wealth, this episode is for you.  Key Takeaways: The difference between making money and winning in business Why entrepreneurs are addicted to reinvesting every profit How to set financial goals that prioritize shareholder (and pe

In this episode, we're diving deep into the latest Black Friday trends for 2024. Join Richard and Taylor as they break down the key data from our Black Friday/Cyber Monday offer database. We’ll discuss the rising discount rates, creative offer strategies, and how macroeconomic trends are shaping this year’s ecommerce landscape. Whether you're a brand looking to get creative with your discounts or trying to stay ahead of the competition, this episode is packed with actionable insights to help you win this holiday season. Key Points: Data driven discounting strategies for Black Friday Insights from over 2,000 ecommerce brand offers How to structure your Black Friday offers to stand out The impact of inflation and deflation on pricing and discounts Creative tactics beyond sitewide discounts Get ready to maximize your Black Friday sales and make data work for you this holiday season! Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital

In this episode, Richard and Taylor discuss one of the biggest challenges founders face: the balance between human connection and data driven decision making. While much of business focuses on metrics and analysis, Taylor shares insights from recent in person conversations with clients and fellow CEOs that reveal a different story. They discuss the emotional side of entrepreneurship, why team development often outweighs marketing strategies, and how building genuine human connections can lead to better decision making. Tune in to hear about the struggles founders are facing today, how they’re navigating the challenges of leadership, and the crucial importance of building a supportive community. Key topics covered: Team building vs. data driven decisions CEO challenges around compensation and equity The role of emotional support in business leadership How human connection influences success Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital

In this episode, Richard sits down with Aileen McKenna, Director of Creative Strategy and Performance, to discuss the ultimate creative strategy for the 2024 holiday season. Together, they break down how to approach each phase of the holiday shopping period, from the "7 Peaks and 1 Valley" concept to optimizing creative for Black Friday, Cyber Monday, and beyond. They’ll share actionable tactics for maximizing momentum, navigating media price surges during election season, and using influencer marketing and organic strategies to stay ahead of the competition. Learn how to ride the "holiday rollercoaster" with confidence, build urgency with creative messaging, and use data-driven tactics to close out the year strong. Whether you’re a brand prepping for the holiday rush or looking for fresh strategies, this episode is packed with tips to boost your ecommerce success. Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital The Ecommerce

In this month’s edition of the DTC Index, we take a comprehensive look at the state of ecommerce as we recap August's performance and prepare for the crucial Q4 holiday season! Join our expert panel as they unpack valuable insights that can shape your strategy in the coming months. What You’ll Learn: August Performance Recap: Discover how seven-figure and eight-figure brands fared in August, including key metrics on revenue growth and media performance. Consumer Sentiment Analysis: Gain insights into the shifting attitudes of consumers and how their spending behavior is evolving in response to economic trends. Q4 Gifting Strategies: Explore the implications of a shorter gifting window this year and how it could affect your holiday sales strategies, especially during Black Friday and Cyber Monday. Ad Spend Optimization: Learn about the latest trends in ad spend across platforms like Meta, Google, and TikTok, and how to allocate your budget effectively to maximize conversions. With 95% of the mark

In this episode, Richard and Taylor explore what it truly means to be a change agent within an organization. Drawing from their experiences at Common Thread Collective (CTC), they dive into the challenges and rewards of driving meaningful change without relying on external crises. Key Topics Discussed: Embracing Conflict: Understanding why willingness to engage in healthy conflict is essential for initiating change. Building Trust and Authority: Strategies for developing trust through consistency and effective communication. Confidence and Preparation: How being well-prepared boosts confidence to make bold decisions. Emotional Health: The importance of emotional resilience in supporting others and managing personal well-being. Overcoming Inertia: Tips for influencing organizational culture and encouraging innovation. Career Growth at CTC: Insights into how CTC fosters an environment where employees can become impactful change agents. Whether you're an aspiring leader or someone looking t

In this episode, Richard and Taylor dive into a crucial yet often overlooked aspect of business success: the relationship between entrepreneurs and their accountants. Taylor shares insights from his recent talk at an accounting conference in Toronto, where he explored how accountants can bridge the gap with marketers and become invaluable strategic partners for business growth. We discuss practical tips on how entrepreneurs can set the right expectations, demand faster financial reporting, and utilize their accountants' expertise to gain actionable insights. Learn how to transform your P&L into a powerful decision-making tool, understand the concept of "four quarter accounting," and why every business owner should have a 13-week cash flow forecast as their most important financial document. If you’re looking to optimize your accounting processes and grow your business, this episode is a must-watch! Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Wo

This episode is unlike any other — we’re excited to introduce you to CTC's first ever AI bot guest! Join Taylor as he sits down with Jacob Posel, who is a real human, designed to revolutionize the way we think about creative strategy in ecommerce. From discussing how AI is streamlining creative workflows to understanding the impact of machine learning on ad production, this conversation dives deep into the future of ecommerce. Learn how AI is helping brands create high-quality content quickly, efficiently, and cost-effectively. Key Topics: The unique role of AI in creative strategy How AI is enhancing ecommerce and marketing Real life examples of AI generated content The evolution of creative processes with AI Practical tips for integrating AI into your business Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have abou

Get ready for the holiday season with essential Google Ads strategies that will help you maximize your sales and profitability! In this episode, Richard is joined by Tony Chopp to discuss the six critical steps you need to take to optimize your paid search campaigns for the upcoming holiday rush. From mastering promotional visibility to understanding search demand, Tony shares actionable insights and proven tactics to ensure your Google Ads strategy is holiday ready. Learn about effective use of AI tools, monitoring your feeds, optimizing conversion tracking, and more to make the most of your ad spend during the busiest time of the year. Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

In this episode, Richard and Taylor discuss how to navigate the complexities of a distressed business. They dive into three critical steps for de-stressing a struggling business, from cutting costs to optimizing customer acquisition strategies and narrowing down focus areas to regain profitability. Drawing from their experience at CTC and real-world examples, they provide practical advice on how to reset and thrive, even in challenging times. Whether you're facing financial challenges, managing layoffs, or just feeling overwhelmed, this episode offers actionable insights and guidance to help you and your business recover and succeed. Plus, learn how to maintain your mental health and stay resilient as a business owner during difficult periods. Watch now to learn how to turn things around and create a healthier, more sustainable path forward for your brand. Show Notes: Go to mercury.com/ctc to see if you're eligible for Mercury Working Capital The Ecommerce Playbook mailbag is open — email us at pod