Meet Nate, a Social Ads Strategist at Tuff. Nate partners with Tuff clients and social media platforms to build measurable, data-driven, bottom-line growth.
Below, he shares what he learned from studying Japanese business practices, where you can find his favorite salt, and how being a parent impacts the way he approaches marketing.
Can you tell me a bit about your time before Tuff? What were you working on?
I studied international business at the University of Oregon and then studied abroad in Japan learning Japanese business practices and found that super interesting.
After that, I worked at a website company in San Diego. This was before Squarespace, before Wix, before just anybody could build a website. I was on the support side and I got my first taste of social media marketing because we had these websites and we started to explore how social media could compliment a web presence. And, at the time, it was starting to become apparent that social was becoming a critical part of the marketing mix.
From there I became a Marketing Manager at an investment group that owned a diverse group of businesses from golf courses to car dealerships. It was fascinating and similar to being at an agency because I was deploying these marketing plans for different businesses in different geos with different objectives. I had to be able to hop in and do like a website edit really quick and then launch a social media campaign in that role. That’s when my experience with Facebook advertising first started.
From there, I went on to a pretty large digital marketing agency where we were balancing what resources we had available as well as the capabilities our team had to serve the client. So it forced me to stretch and evolve. And, it prepared me for the role at Tuff and asking ‘what is best for our partners we’re working with?’
Why did you decide to join Tuff? What was it that made you say ‘yes’?
I think Tuff is special as a growth agency, we’re extremely focused on helping other businesses succeed. We’re so flexible with our flat pricing to best serve our clients. Whereas other agencies pricing are typically so piecemeal, it’s, by channel, by spend increment, by thousand dollars spend increment. And it stymies the ability to move quickly and learn quickly, which is super important for our clients who are often startups or ecommerce. By being flexible, it gives us the opportunity to test something quickly, find new audiences, try a small test to validate if a new tactic will make sense for our client.
What has your experience been like working for a fully remote team?
Along with remote work at Tuff comes a lot of autonomy to get the job done. I was happy that when I came in, I was able to hit the ground running. I was able to come in and affect change and deploy my own tactics right away. That autonomy has been empowering and I’ve been able to build on that and learn collaboratively with the rest of the team and with our clients. It’s felt like a bit of an evolution in a really good and satisfying way.
There’s some freedom, too, to be myself that layers in perfectly. We’re not all together in one office. There’s not a person looking over my shoulder at the end of the day to see if I got X, Y, and Z done. So I’m a lot more accountable here to end results than I am to doing things a specific way. And I think that that’s critical for remote work.
Does being a parent impact the way you approach your work in marketing?
Yeah, absolutely. It makes me try and look a little further into understanding people and what they’re trying to say. My daughter, Juni, is too young to be able to express herself fully. But, even as adults we’re not always able to express ourselves fully. So someone may say something but mean something else. I kind of become this interpreter when Juni is trying to communicate and that happens a lot with digital marketing. When working with clients, we are often peeling back what somebody says they want. They might say they want to try the latest and greatest social channel but what they really need is that damn lead. And so there’s a little bit of a translation aspect going on there. Being a parent has boosted my ability to take a step back and truly listen and understand what’s being said.
What is something about you that typically surprises people?
I’ve often been told I look at the world a little bit differently than other people. And I think that is because I’ve always been kind of conflicted wanting to fit in and understanding what works well for me. Over the last few years, the evolution that I’ve gone through is figuring out how I feel and how I work best.
I’ve become a major bike rider. Previously, riding a bike was something I had just kind of ignored and was even somewhat scared to do in a city. And now it’s something I do almost every day. It feels so good to have that human powered movement in my life and the carbon benefits are important to me as well. I also do a very mini yoga practice to make sure that I’m present in my body and not just a brain operating machine.
Another thing I’ve come to love is this very specific salt. It’s a pink salt, mined in Utah. I mean, why buy salt that’s shipped from halfway around the world that has a larger carbon footprint when I can buy salt that’s made two States away?
A lot of these interests are driven by having a diet that makes me feel good, having an exercise regimen that makes me feel good, and then continuously getting my life dialed in and continuing to evolve and adapt as things change.
What is something you’ve been working on personally?
I’ve been trying to do a better job separating out ideas and execution.
So, it’s great to talk about an idea. For example, one of our clients had an initiative they’re working on and I got fired up about it. I was mentally starting to go down a path of making this whole presentation, mapped out in detail. But then I pumped the brakes and thought, ‘what if they don’t even want to go down that route? So, my mental presentation, outlining everything in beautiful visual detail turned into a few bullet points in a meeting agenda. I wanted to validate the ideas and be smart about how I was using my time. I’m learning to say no to myself, while still giving these ideas time and space.
What do you enjoy about social advertising?
There’s all these really specific tasks I do for social advertising but it doesn’t feel like a big task list, it feels like more of a dance. And what’s kind of trippy about it is that I’m dancing with machine learning and artificial intelligence.
So my skill set is teasing out the best of these social ad platforms, algorithms, and AI to get to the end. So it’s like layering of targeting across social platforms. Because so many people are on these different platforms, the power is in knowing what type of capabilities are on each platform and figuring out that unique mix out for each client. That’s really what does it for me.
What is your best advice for someone just getting started with Facebook advertising?
Try to just dive right into an ads manager account. Either create your own or, if you can, join someone who already has an existing one. In tandem you can do a training course like Facebook Blueprint, but then apply those learnings in a real-world platform. It’s a little bit tricky with Facebook because it’s always going to be pay to play. It’s not going to be a free platform like Google Analytics where you set up your own blog and test. But, with Facebook, getting into those ads manager accounts is important.
Also, don’t limit yourself to Facebook. Become a digital citizen and a user of social platforms that you’re drawn to or that you know the types of companies you want to work with have users on. Understanding the cadence and the behavior of users on those platforms makes it so that your social advertising will blend more seamlessly. With social ads, you’re paying for showing ads that don’t look like ads. So if you can develop a fluency in what great organic posts look like, that can be a superpower.
Ellen is the founder at Tuff and one of the team’s core growth marketers. She is a versatile marketer with expertise in multiple channels – from ppc to seo to email to others – responsible for the experiments and testing. She is happiest when she’s on the ski hill or outside pointing her mountain bike downhill.