Strategies for Driving E-commerce Growth | Chris Brewer from OMG Commerce

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Chris, co-founder and chief growth officer at OMG Commerce. How are you doing today, Chris?

Chris Brewer: Hey, great. Thanks for having me.

Ernesto: It’s great to have you on. I mean, a long trajectory there at OMG—more than 13 years, going on 14. So much experience! Really excited to learn a little bit more. Let’s kick it off with that. Chris, in your own words, can you tell us what OMG Commerce is all about?

Chris: Yeah, absolutely. We’re a performance marketing agency, and we specialize in driving growth for primarily direct-to-consumer brands. But we also have some lead gen clients occasionally, and we work with several B2B brands as well. We really focus on delivering impactful results through a strategic perspective—first, through Google Ads, Meta, Amazon Ads, email marketing services, and a consulting service. Our mission is to help brands connect with their customers more effectively, driving sales, increasing brand loyalty, and helping them get to where they want to go more efficiently than they could on their own. With our world-class team, we pride ourselves on a data-driven, strategic approach and a commitment to world-class excellence, ensuring every campaign and brand we work with maximizes performance.

Ernesto: Definitely important. Awesome! Great to hear that from OMG. So, is there a specific vertical segment or ideal ICP for OMG Commerce?

Chris: Primarily, we focus on direct-to-consumer brands. We work with many beauty brands, supplement and health-oriented brands, electronics companies, and even pet brands. For example, we have a large client selling used computers. We cover a spectrum that includes personal care and other direct-to-consumer niches. The main problem we solve is maximizing ROI and scaling revenue. We tailor our services with a comprehensive plan from strategy to media management to help our clients achieve those goals.

Ernesto: Awesome! Great to hear that. How would someone usually find out about OMG Commerce? Is there a top client acquisition channel for you guys?

Chris: Like many others, we rely on referrals from satisfied clients and industry powerhouses. One significant source of leads has been Ezra Firestone’s Smart Marketer. We also have strong partnerships and a robust online presence. Participation in industry events, such as the Prosper Show in Vegas, also brings in leads. My business partner speaks at many industry events, and those thought-leadership engagements help us attract clients. Our focus is on showcasing our expertise and positioning ourselves as thought leaders.

Ernesto: Definitely important. Awesome. Great to hear that. For our listeners who are tuned in, they can visit omgcommerce.com. What role does the website play in client acquisition?

Chris: The website plays a crucial role in our client acquisition strategy. It serves as a hub where potential clients can learn about our services, read case studies, and access resources like guides and PDFs. It’s also where they can click on our “Get in Touch” link to set up a meeting with us. Whether they’re ready to engage now or just browsing, our website helps them make informed decisions about their next steps.

Ernesto: Definitely! Is there any tool, tip, or method you’d recommend for website lead generation?

Chris: I’d say it’s about balancing aesthetics with functionality. Clearly state your value proposition right at the start of the user journey. Use compelling calls-to-action and ensure easy navigation. Tools like heat maps and A/B testing are invaluable. One of my favorite CRO tools lets you create virtual focus groups to hear directly from users about their experience on your site. This provides deeper insights than just analyzing heatmaps alone.

Ernesto: Awesome! Great insights. Let’s switch gears a bit. Chris, as a leader, what are some key tasks you focus on in your day-to-day work?

Chris: My key tasks revolve around business development, nurturing client relationships, and mitigating challenges. I ensure we stay proactive with our clients, so they don’t feel they’re leading strategy themselves. I also collaborate with our team, evaluate incoming leads, and even assist with recruitment when needed. My role combines sales, strategy, and executive support to ensure we meet our objectives.

Ernesto: Love that. In your spare time, how do you stay up-to-date with marketing trends and strategies? Do you have a preferred channel?

Chris: I rely on a mix of sources. I subscribe to an AI newsletter, participate in a paid group called eCommerceFuel, and regularly check out Search Engine Land for updates on Google, Meta, and other platforms. LinkedIn is also a great platform for keeping up with thought leaders in the industry.

Ernesto: Great to hear that. Let’s jump into our rapid-fire round. Are you ready?

Chris: Ready to go.

Ernesto: First off, what’s the last book you read?

Chris: The last book I read was Buy Back Your Time by Dan Martell. It’s a fantastic read about optimizing your time as a business leader, and it helped me better define my role while hiring an executive sales admin.

Ernesto: A great recommendation. If there were no boundaries in technology, what’s the one thing you’d fix as a marketer?

Chris: I’d create a unified and seamless integration of all marketing platforms and data sources. It’s frustrating to deal with fragmented tools. A solution that provides a clear and holistic view of campaign performance would be game-changing.

Ernesto: Definitely. Next, if there’s one repetitive task you could automate, what would it be?

Chris: I’ve already automated many tasks, but I’d love to have an outbound sales team or tool to handle outreach and communication for me. We’re actually looking for someone part-time to help with this.

Ernesto: Great! Lastly, what’s one piece of advice you’d give yourself if you were restarting your journey as a marketer?

Chris: Trust your educated gut. By “educated,” I mean constantly learning, reading, and networking to back up your instincts. If I had trusted my gut more in the past, I would’ve made quicker, better decisions.

Ernesto: Great advice. Chris, we’re at the end of our show. Before we go, what’s the one thing listeners should remember about OMG Commerce?

Chris: Whether you choose us or another agency, make sure to take the time to truly vet your options. Look for an agency that understands your business and has a proven track record. Don’t rush the decision; a good fit can make all the difference.

Ernesto: Fantastic advice. For our listeners, check them out at omgcommerce.com. If you’re looking to amplify your growth, they’re the team for you. Chris, thank you so much for joining us today. To our listeners, thank you for tuning in, and I look forward to the next episode of Pathmonk Presents.

Chris: Thank you.