Chain Pod

The marketing podcast that gives you an unfair advantage. The Chain Pod is hosted by the team behind Australia's leading all-female agency, Chain Social. Built for business owners and marketers who want what's working, not what's trending. Presented by CEO, Shelby Van Zwol and Digital Director, Adele Elliott, every episode is education-driven and packed with tangible takeaways - going deep with platform experts, brand founders, and industry leaders on the wins worth stealing and the misses worth learning from. These are the most honest marketing conversations happening in this country, and the missing link in your strategy.

Chain Pod is a business podcast hosted by Unknown Host, with 0 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Unknown Host hosts Chain Pod, a business show with 0 episodes published.

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  Chain Pod

  Share of Wallet: Building a BFCM Offer Worth Holding Out For

  Sep 12, 202624 min

  Episode ten and we're going straight to the thing that decides your November — the offer. Adele spitfires every offer type we've seen work (and flop) across our client base: sitewide percentages, gift with purchase, spend and save, BOGO, the hidden collection play, and why free shipping alone will get you unsubscribed. We get into share of wallet and why shoppers pre-plan their November spend, whether it's even worth partaking if you can't beat 10%, auto-applied discounts vs codes, using subscriptions to rescue an expensive November CPA, and the tip we run for every client — testing your offer on a small Klaviyo segment in October so you're not guessing on Black Friday. First of four from the Meta Marketing Summit run. Keep your offer simple, or lose. : Links & resources Want this taught properly, in a room, with your own account open? Final Meta Masterclass of the year is almost sold out for Brisbane: ⁠JOIN HERE⁠ Connect With Us: Instagram: @chainsocial Instagram: @chainpod Web: ⁠⁠www.chainsocial.com.au⁠⁠ Training: ⁠⁠www.chainacademy.com.au

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  Chain Pod

  Creative Velocity: What to Load Into Meta Before Peak Season

  Aug 29, 202623 min

  So with peak season coming, Adele's in the hot seat for a mini episode. We reveal the winning creative on Meta, how many new ads you actually need each week, the 70/20/20 split and how to preheat creative so you're not gambling in your purchase campaigns come Black Friday. Short, sharp and straight into the nitty gritty so you can be prepared for a record-breaking BFCM this year. : Links & resources The Motion creative benchmark report — the table we referenced, broken down by industry and spend, with how many new creatives you should be testing each week: DOWNLOAD Want this taught properly, in a room, with your own account open? Final Meta Masterclass of the year is almost sold out for Brisbane: JOIN HERE Connect With Us: Instagram: @chainsocial Instagram: @chainpod Web: ⁠www.chainsocial.com.au⁠ Training: ⁠www.chainacademy.com.au

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  Chain Pod

  BFCM Won't Fix Your Cash Flow: Money Talk with Steff Anderson

  Aug 23, 202645 min

  We sat down with Steff Anderson of Pinnacle Road, Chain Social's accountant of ten years, and the woman we send our clients to when they need someone realistic in the room. This one's for every e-comm founder heading into BFCM on vibes. Steff joins Shelby and Adele to pull apart the numbers behind the biggest sales period of the year. What your margin actually needs to be before you can discount, why in-platform ROAS isn't telling you the truth and the bills that land in your inbox long after the sale ends. Warning: you may want a spreadsheet open. In this episode: Why MER beats in-platform ROAS as a measure of business health The 80% margin benchmark, why it's near impossible to move once you've set your RRP, and what wholesale really takes Where shipping actually sits in your numbers (and why minimum spend thresholds are non-negotiable on lower-priced products) The case for treating ad spend as a fixed cost, not a variable one Steff's red flag: never let 50% of every dollar go out the door on ads in your first six months Why 70% margins and 40% off sitewide don't mix and what a discount does to your perceived value forever If you can't go big at BFCM, don't go. The birthday sale and January alternatives our clients run instead The post-BFCM bill nobody forecasts: BAS, quarterly GST landing end of Feb, replenishment stock, returns, peak pick-and-pack, packaging Why Steff would talk you out of a Shopify loan almost every time Cash flow buckets, 12–16 week forecasting, and why conservative always wins What Steff's most successful e-comm clients have in common How to tell if your accountant actually understands e-comm and the first question to ask them Plus: build awareness in September and October so you're not being discovered for the first time on November 1st, and the very real difference between a healthy P&L and cash in the bank. Links Steff's BFCM profit impact calculator https://pinnacleroad.com.au/free-bfcm-margin-worksheet/  Pinnacle Road — pinnacleroad.com.au Steff is Melbourne-based and works with brands Australia-wide. One-off financial health checks available. Loved this episode? Send it to the founder friend who's about to go 40% off sitewide Connect With Us: Instagram: @chainsocial Instagram: @chainpod Web: www.chainsocial.com.au Training: www.chainacademy.com.au

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  Chain Pod

  Ep. 7 BFCM Starts in August: Email Tips For Your Biggest Peak Season

  Aug 15, 202651 min

  This week, Adele is joined by Amelia (aka Mims) Chain's Email & CRM weapon and the woman behind the email ecosystems doing 30%+ of revenue for our clients. She's across flows, segmentation, deliverability, loyalty, the lot. And she's here to kick off our BFCM series. Because here's the thing: no one is discovering your brand in November. It's too loud, it's too expensive and every other brand is shouting at the same inbox. The customers who buy from you during BFCM are the ones you nurture between now and then - which makes August, September and October crunch time. In this episode: The health check every ecom brand should be running right now The flows most brands never build (and the revenue sitting in them) Send time tips The case for hype and the one segment that saves your inbox Adele's non-negotiable rule for lead gen :eyes: How to avoid the December hangover Plus we reveal high-converting subject lines you can steal and the Win Your Cart tactic that works for our clients year, after year. Open your notes app. You're going to want to lock in for this one. Links & mentions ✨ Email Marketing Masterclass with Amelia and Adele 28 September, Mornington HQ. Small, intimate and in our stunning new space. JOIN WAITLIST HERE ✨ The Email Subject Line Swipe File - 200 Subject Lines you can steal immediately DOWNLOAD HERE Connect With Us: Instagram: @chainsocial Instagram: @chainpod Web: www.chainsocial.com.au Training: www.chainacademy.com.au

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  Chain Pod

  Ep. 6 The Meta Cheat Sheet for Startups with Aimee Smart

  Aug 8, 202626 min

  Adele has pulled in the one person who knows her brain better than anyone: Chain's Digital Team Lead, Aimee Smart. Eight years working side by side and still on the tools for six clients. If you want to know what's actually working in real Meta accounts right now, this is your girl. We unpack what Aimee is seeing convert this week, plus a full launch strategy for a hypothetical ecomm startup with 3k a month to play with. The Meta Cheat Sheet: Only running purchase campaigns is the biggest mistake in most accounts (most expensive objective, almost guaranteed to hit the ceiling). Cold add to cart: a quarter of the price of purchase. Exclude everything, switch to manual targeting, watch it feed your ASC. The jetlag idea that worked: retargeting optimised for add to cart, not purchase. Your ROAS will thank us later. Creative is more than 50% of the result. Partnership ads taking up 20–30% of your account, and founder content is non-negotiable (one client tripled her business). Meta AI enhancements: relevant comments IN, enhanced CTA love-hate (it once added a 33% off offer nobody approved). Pre-launch is lead gen, not sales. Skip the win comp, build a waitlist, use conditional filtering. Post-launch go full funnel: View Content as a sales campaign, never traffic. Catalogue ads: IN for fashion and homewares, OUT for cold skincare audiences. Nobody's buying a photo of a moisturiser tub. TikTok for cheap CPMs and discoverability, Meta to retarget. That's when both start working together. ✨ Got a Meta SOS? Adele takes questions on Instagram (@adswithadele). Prefer to learn Meta Ads in-person? Join us for our FINAL Meta Ads Masterclass of 2026 in Brisbane this September. Secure your seat ️ HERE.

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