Mastering Digital Products and Meta Ads with Tammy Overhoff

Discoverability with Meta Ads, digital product sales funnels, and thinking beyond organic traffic with Tammy Overhoff from Organize Yourself Skinny.

Welcome to episode 531 of The Food Blogger Pro Podcast! This week on the podcast, Bjork interviews Tammy Overhoff.

Mastering Digital Products and Meta Ads

Tammy started food blogging in 2011 and has reinvented her business many times over the last 14 years. After taking her food blog full-time in 2014 and being hit hard by one-too-many Google algorithm updates, Tammy knew she needed to make a change to her business so that she was no longer working from a place of desperation. In 2022, she took a step back from SEO and diversified her business by leaning into digital product sales.

In this interview, Tammy explains her exact process (including numbers!) for selling digital products, including her Meta Ads strategy. For any creator, it can feel daunting to spend money to reach an audience when social media and organic traffic are free. But Tammy makes a really compelling case for investing in Meta Ads as a different opportunity for discoverability to allow you to think beyond organic traffic for growing your business online. If you’re looking to diversify your traffic (hello, who isn’t!?) or dive into digital product sales, you won’t want to miss this interview.

Three episode takeaways:

• How to run successful Facebook ad campaigns — Tammy breaks down how she fine-tunes the creative elements and messaging in her Meta ads. She highlights the importance of testing different ad variations — exploring various themes, angles, and messaging — and explains when to optimize your ad sets for better performance.
• How to analyze Facebook ad data effectively — Tammy and Bjork dive deep into the analytics behind Meta ads, discussing key metrics like ROAS (Tammy aims for a range between 1.6 and 1.85). They share real numbers around daily ad spend and email leads, and walk through how to scale your ad budget strategically. While ads can ensure visibility, they emphasize the importance of making sure your content delivers a strong return on investment.
• How to strategically build and nurture your community — Tammy shares actionable strategies for growing an engaged audience that’s ready to buy. She emphasizes the value of offering helpful, problem-solving content and explains how to use email sequences, sales funnels, and automation to build a sustainable business, without burning out.

Resources:

• Organize Yourself Skinny
• Tasty Digital Eats
• Reset and Flourish Shop
• Canva
• Raptive
• Future Current by Melyssa Griffin
• ThriveCart
• Shopify
• Intentional Spark
• FREE Nurture to Sales Primary Funnel Audit Checklist
• Follow Tammy on Instagram
• Join the Food Blogger Pro Podcast Facebook Group

Thank you to our sponsors!

This episode is sponsored by Member Kitchens and Raptive.

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