You know what they say: Your brand will grow in direct proportion to your capacity to grow as its leader. With every new level your brand reaches, your job looks different. Here’s how this owner is getting it right.
This CEO and owner of a successful brick & mortar jewelry store at the $1.5mil annual revenue mark wants to spend less time on marketing by delegating as much as possible (so that she can get back to making jewelry and enjoying her life).
In our first meeting she admitted to me: “[Marketing prioritization] is down to me, and then I’m realizing there’s this massive gap between ideation and getting shit done. Prioritization is absolutely why I’m in the Strong Brand Social Club Mastermind.”
When I first assessed her goals, it was clear that in order to free her up to begin growing a team, we’d have to automate her acquisition and retention strategy in a way that ensured she’d maintain her current profitability through brick & mortar, while growing her ecommerce revenue.
- First, we looked at creating a playbook for her content strategy. As a fellow creative, I know the pitfalls of wanting to maintain complete oversight of the content production for one’s brand – it’s time consuming. By creating a playbook, this business owner could win back 70% of the time she’d spend reviewing content with her team! Time she could plug into product design.
- This business had a very successful brick & mortar business that generated the majority of its revenue. The goal here was to switch on an optimized win-back & retention strategy that would maintain foot traffic into this store. A combination of an outdoor advertising billboard campaign with a geo-targeting element would help drive top-of-mind awareness for this store (as well as maintain a steady flow of hot prospects).
- The final piece to drive a more automated digital marketing system for this business was to bridge the revenue gap between the brick & mortar store and the eCommerce store. Conversion rates on the eComm store had fallen from 1.56% to 0.85% in less than a year. I recommended that she prioritize testing a customer acquisition product. Having an entry level product that attracts quick revenue and new clients into one’s business is a key factor in fully automated acquisition. This business owner had 3 products to test with a paid ad campaign, in order to understand which was the fastest entry point into her brand. This will be key to not only increasing her rate of sale, but also generating a consistent source of revenue that can pay for her media budget.
By taking back 70% of her time back that was previously spent reviewing content, a retention strategy to maintain the bread & butter of her revenue, and an acquisition strategy that promised to increase rate of sale and grow her online revenue, this owner was finally ready to start thinking about the more creative side of her product business & how to optimally grow a team.
In your corner,