Alpha Inbound

We run custom-built FB and TikTok campaigns for Health and Wellness Brands, decreasing their new customer cost by up to 20% in 90 days or less.

Here's how we help:

◼️ Set custom KPIs for the campaigns in line with your brand growth goals.
◼️ Establish a systematic testing approach, with a heavy focus on content.
◼️ Analyze how paid social is contributing to your entire ecosystem.
◼️ Focus on your bottom line revenue, not just ROAS.

Interested in learning more? DM me or book a discovery call using the form below.

-Built external relationships with key strategic partners
-Built internal infrastructure & operations to enable efficient scaling.
-Advised owner on core business strategies to drive the company forward.

Chief Growth Officer

Service to Millions

CEO | Founder

RealtyACCEL

Chief Operating Officer

AECOM

Quantity Surveyor

Northen Surveying Services Ltd

Junior Quantity surveyor

DECATHLON FRANCE

Department Manager

CEO @ Alpha Inbound | Follow for DTC growth strategies and life lessons from my failures as an entrepreneur

Most agencies talk about scale but not many know how to spend $100k+ a day on ads.

Here's the 5 step 'AITOS' system we've developed to make aggressive growth unreasonable for DTC brands:

'AITOS' stands for:

-Analyze
-Iterate
-Test
-Optimize
-Scale

And here’s why it works everytime:


1. Analyse

You look back at creative winners breaking down:

-Positive Indicators: Hook, retention, click through
-Negative indicators: Bounce Rate, ATC%, IC%, CVR

This ensures you’re following the data.


2. Iterate

You take the top performing:

-Headlines
-Hooks
-Images
-Designs
-Creators

And create new content and landing pages based on those learnings.

This ensures you’re only using your best content.


3. Test

You leverage a builder/testing campaign in FB/TikTok:

-Test broad audience
-Test top performing audience
-Test new creative with best copy + Landing page

This ensures you can track new tests vs control (ones that worked already)


4. Optimize

You understand what your scale constraint is:

-Not enough people from ads->site = Creative
-Not enough people buying products = Conversion

This ensures you can put your time and resources into what’s going to move the needle.


5. Scale

You do more of what you’ve proven to work:

-Increase budgets 20% daily of tests
-Keep creating new tests (can’t get complacent)
-Add top creative to broad campaigns
-Autobid, but launch cost cap campaign
-Increase bid until ad set spends

This ensures you are doubling down on what you have proven in the last 1 to 4 steps and letting the algorithm take care of the rest.


If you're a DTC brand looking to grow past $5M in revenue within the next 12 months, drop me a DM and we'll design a customised growth road map in line with your goals.

Today I turn 32.

Here are 12 life lessons I would teach my 22 year-old self:

If you like this content and it resonates, repost ♻️ this to your network and follow me Nigel Thomas for more like it.

Nigel Thomas

12 life lessons (I learned the hard way)

How I grew my agency from $5k to $100k a month in 2 years (7 key lessons):

If you found this valuable please repost! ♻

7 Lessons from $5k->$100k/mo

How to stop burning cash on your FB ad campaigns:

(with this simple 4 campaign structure)

If you found this valuable please repost! ♻ 

Stop Burning Cash on FB

How to live in your prospects mind rent free (with this powerful 4-step content strategy)

Live in Your Prospects Mind Rent Free

How to create viral Facebook ads that make money:

(7 step framework)

7 step viral ad framework

Cheers: To all the entrepreneurs out there using Saturday to build your 'overnight success'.

On TikTok you get 1.2 seconds to make an impression.

Here are 14 hooks to make your ads go viral:

If you like this content and it resonates, repost ♻️ this to your network and follow me Nigel Thomas for more like it.

14 Viral TikTok Hooks

In 2018, I made the biggest mistake in sales.

This painful lesson cost me 80% of my revenue overnight.

Here’s what happened so you don’t do the same:

It was my first year in business.

I was running FB ads for Ecom brands.

I’d managed to harpoon a whale client
An 8-figure sportswear brand.

At the time it was a massive deal for me.

This one retainer was double my old salary.

We crushed the results.
I was flying. Life was good.

To make matters better, having just quit the 9-5 the year before, I was feeling rather smug about proving my parents wrong.

Boy, was I in for a rude awakening.

One day I got a call for the client: 

“Great news Nigel!”
“We’ve been acquired!”
“Oh, and the aggregator has an internal marketing team”
“Thank you for everything but your services will no longer be needed”.

Just like that and my life was turned upside down.

I fell to my knees. 
Head in my hands.
Tears rolled down my face. 

Worst of all I I knew deep down it was all my fault.

My fault because I:

- Relied too much on 1 huge client
- Stopped doing sales
- Got complacent

I learned a huge lesson that day.

Never stop filling your pipeline and never stop doing sales.

Despite how good things may seem.

Because some things are always outside your control.

And if you’re not careful, you might wake up one day with 80% of your revenue gone.

Don’t put your destiny in other’s hands.

Always be closing.


5 books every entrepreneur should read to get an MBA in Marketing:

If you like this content and it resonates, repost ♻️ this to your network and follow me Nigel Thomas for more like it.

5 books for an MBA in Marketing

10 CRO tips to turn your product pages into sales machines (and skyrocket conversion rate):

If you found this valuable hit repost! ♻ 

10 CRO Tips to Skyrocket Conversion Rate:

41 startup lessons I learned the hard way (so you don’t have to):

If you like this content and it resonates, repost ♻️ this to your network and follow me Nigel Thomas for more like it.

41 start-up lessons I learned the hard way:

Steal my top 20 LinkedIn secrets that have helped me grow an audience of 35,700 people:

20 LinkedIn Growth Secrets

Please STOP asking people: “What’s your number 1 tip”.

It’s setting up the next generation for failure.

Before you judge, let’s take a step back.

There are 8 billion people in this world.

And there are 56.1 millionaires.

That’s 0.7%.

And billionaires?

3,311 or 0.00004%

So with that being said:

Do you actually believe for one minute that the people who made it to the top had 1 secret that was responsible for unlocking their entire success?

Because if you do, you’re delusional.

And it’s sending out completely the wrong message for the next generation of entrepreneurs.

Yes, there are powerful strategies that work better than others.

But to go far in business there are thousands of lessons, thousands of breakthroughs, thousands of setbacks, and thousands of tips.

This is over years and years.
Not one big overnight breakthrough.

Instead: Ask for principles and frameworks.

Which you can filter all your information through.

For example: 

Don’t ask: “What 1 big decision led to your success?”
Do ask: How do you make big decisions?

Then, you’ll be able to actually apply it to your life.

Remember: The best answers come from the best questions.

So let’s stop asking ones that don’t make sense.


The dark truth behind creating ‘viral content’.

(I wish someone had told me this sooner)

Remember when you and your friends talked about Bitcoin?

Web3? Maybe NFTs.

Now it’s all AI. Right?

That’s the problem.

At some point the current trend going viral dies down.

And so does the audience that goes with it.

They move onto the next big thing.

If all your content is based around the hot topic in town, you’re living on borrowed time.

And yes, I understand how tempting it is to include “ChatGPT” in your LinkedIn headline and see 5X the impressions… 

Works wonders for the ego.

Not so much for building a loyal following.

(of people that would actually buy products from you)

Most crypto ‘experts’ don’t talk about Bitcoin anymore.

Actually: They never really cared about it in the first place.

The real reason most people can’t write good content is because they don’t have anything unique to share.

What’s the solution?

Instead of spending time copy and pasting AI prompts into LinkedIn carousels, do some living:

- Travel somewhere
- Build a business in public
- Hang out with interesting people

Just do cool sh*t.

Then report back and document the experience.

It’s literally that simple.

Yet 99% of people won’t do this.

Most will keep comfortable in their boring lives and watch movies to live out their dreams through characters.

The 1% make their life the movie.

And over time, have thousands, if not millions of people tuning in to watch it unfold in real time.

That person could be you.

So either:

1) Follow trends and win small now.
2) Take risks, document, and win massive in 5/10 years.

Just Remember: Greatness doesn’t take shortcuts.


99% of DTC brands struggle to generate profit.

Here are 7 proven ways to make more cash:


1- Know your numbers inside out

Seems simple yet fundamentals still matter most.

- Forecast future cashflows
- Understand your CAC/LTV ratio
- Use CRO to drive up your AOV and profitability


2- Have the best story

The same robot sales pitch won’t ignite the minds of the next generation. But a great story will move mountains.

- Build a brand guide for all marketing
- Find ambassadors that speak your why
- Follow Joseph Campbell’s framework (hero journey)


3- Incredible customer service

Word-of-mouth marketing is the invisible hand behind explosive growth. Make the experience so good, it would be unreasonable for your customers not to tell their friends.

- No questions asked refund policy
- Handwritten notes with every order
- Exceptional packaging that make them go “WOW”


4- Constantly audit your tech stack

Technology provides the most leverage because of data. If you can find the winning tool combination for your brand, it will be like plugging your iPod into the Glastonbury sound system.

- Cut software you don't need (monthly)
- Provide them value and they’ll prioritize you
- Always have a way to measure their impact with specific KPIs


5- Simplify attribution

The cost opportunity of not knowing your customer journey is astronomical but so is all the time you spend trying to figure it out.

- Ask customers where they found you
- Leverage 3rd party tools, but cross-check
- Blended ROAS as north star across channels


6- Invest in community

The internet has come full circle. What started out as valuable online networks has slowly become a cesspit of futile comparison. People want to belong again and crave community..

- Unite people with a common cause
- Empower leaders within your group (meetups etc.)
- Don’t just shove products down their throat - create a fun environment that people can share with friends


7- Upgrade your supply chain

As with everything, supply chain is all about relationships. Once you’ve increased your order volume, renegotiate to find a win-win.

- Faster lead-in times
- Bulk price discounts in advance
- Pick suppliers who already do massive volume


Go all in on 1 of these areas and you’ll stand out from the crowd like a sore thumb.

Conquer all 8: You’ll be laughing to the bank.

TL;DR:

1: Know your numbers inside out
2: Have the best story
3: Incredible customer service
4: Constantly audit your tech stack
5: Simplify attribution
6: Invest in community
7: Upgrade your supply chain

What did I miss?


My prediction on the future of advertising:

(and the 4 step framework to get ahead):

The tides are turning.

Whilst platforms such as FB held all the power with 3rd party data, the new opportunity is for brands that bring data in-house.

First, let’s take a step back.

How do you build a successful Ecommerce brand?

The old playbook:

- Wait to see the data brought  to your site (FB)
- People view ads, visit site and some buy products 
- Optimize your customer journey to increase efficiency

But the price of attention is only going up.

To combat this, we need a new approach.

The new playbook:

- Find your ideal customers (through content)
- Know what products your customers want next
- Answer your ideal customer's objections through a hyper-personalised customer journey, segmented by different avatars

Shifting the power back into your hands, the brand.

If you have existing customers/site traffic, you need a mechanism to turn data into answers.

Here’s your 4 step framework:


Step 1: Activate the Inputs

People appreciate community more than ever.

Take them on your journey - they’ll give you the answers.

- Start interviewing your top customers
- Install pre and post-purchase surveys
- Give customers a reason to give a review

The more inputs you have, the better.


Step 2: House Your Data

Data alone will do nothing. It’s how you store it, filter it and then implement it.

Create a spreadsheet/split into these categories:

- Objections
- Feedback
- Benefits
- Stories
- Proof

Then integrate your data inputs into this sheet.

The more inputs you have, the more segmentation you can do.


Step 3: Analysis

At this point, you’ll have the answers.

Now you need to start seeing the patterns.

- Themes from life-changing stories using your products
- Recurring language your ideal customers use
- Common reasons people don’t buy


Step 4: Implementation

This is the fun part.

Start using your data for:

- Testing new content ideas/ads
- Split testing copy on landing pages
- New product ideas and packaging

Take personalization to a whole new level.


TL;DR:

Step 1: Collect data
Step 2: House that data
Step 3: Analyse the data
Step 4: Implement data across customer journey

Start simple and experiment.

Because the next stage of this evolution will be plugging your 1st party data into AI models.

So get ahead now before it’s too late.


A friendly reminder that:

Not all likes and followers are created equally.

It’s true, you can hack the algorithms. 

But people won’t remember you for ChatGPT prompts.

They’ll remember you for taking risks, doing something extraordinary, and documenting the journey for all to see.

Long-term: Depth always beats reach.

Just think: Someone is scrolling through their phone right now desperately trying to find that one person that will give them the hope and inspiration to do something more in life.

That person could be you.

Be their hero.

Dare to be great.


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