Thought Leader

Skincare Startup Owners:
You’ve relieved the rashes of creating fantastic products, but your businesses’ pores are struggling to breath. How can you stand out?

 

Camille had been struggling with acne for over 16 years. You can imagine what that does to a woman’s self-esteem. But instead of enduring it in silence, she took matters into her own hands and created a skincare range designed to combat breakouts and give women the confidence they deserve. 

Her product was wildly effective; dramatically reducing breakouts in 60 days or less. Camille had the solution to a problem millions of women face every day. And yet after two years in business, she was struggling to reach 2x ROAS (Return On Ad Spend) and barely scraping $30k in monthly revenue. 

She was struggling to stand out in an industry where thousands of competitors claim the same results as hers.

Camille needed help scaling and standing out, urgently. She needed a new plan for copywriting, email marketing and media buying. 

Once she reevaluated her digital marketing strategy, Camille’s business went from a pimply-faced $30k ad revenue teen to a $25 million, 3.1x ROAS, runway model.

Let’s take a deep dive into the elements that lead to Camille’s scaling success. Hopefully, it will provide clarity on what you may be doing wrong in your own business.

 

Copy

The first step was to take a calculated and data-driven approach to copy. Copy directly influences your entire marketing campaign, because it’s the message you’re sending to customers. 

Think of it as a pyramid. The larger the base of your pyramid, the higher the peak. 

The more you know about your audience, the more effective your campaign will be. You need to understand your audience’s needs, likes and dislikes in order to get their attention.

Through copymining (AKA review mining), the team assigned to Camille was able to write targeted copy that spoke directly to her customers’ struggles with acne. The information collected via copymining influenced more than just copy; it extended into the graphics and videos created for the campaign too.

Email Marketing

We’ve all had it. Megan from HelloFresh has just dropped a steaming pile of “$2 off your next order” in your inbox for the 10th time. We’re sick of it. And it is for this reason that so many business owners shy away from email marketing. 

But email marketing doesn’t have to be annoying. When implemented correctly, as was the case for Camille, it’s a highly effective conversion tool. 

Imagine walking up to every person in your database and having a one-on-one sales session with them. You’d jump at the opportunity, right? Email marketing is just that – only nobody needs to get dressed for the occasion. 

The team working on Camille’s campaign used the data from the copy mining exercise, combined with decades of their own experience, to create a killer email marketing campaign that increased her AOV (Average Order Value) to over $100 with a conversion rate of over 4.1%. 

The bottom line is, if someone trusts you enough to give you their email, capitalize on it.

Ad Buying

This is by far the most daunting part for business owners – Facebook ads. Run a badly designed and poorly targeted campaign and you might as well use your money to wipe your ass. 

But run an expertly targeted, data-driven campaign with great creatives and you’ve hit the jackpot! 

The media buying, graphic design and video teams used their experience and the knowledge gathered through the initial research phase to create a masterful ad campaign for Camille’s business.

It ultimately contributed to Camille’s 368% increase in annual revenue.

 

So how do you really stand out? 

There are millions of great products out there. Standing out simply because you’ve got a unique product is very rare and almost entirely based on luck. 

The only reliable way to stick out from the crowd is by ticking all of the boxes.

☑️ Have a great product
☑️ Conduct in-depth research and invest in copymining
☑️ Create a tasteful email marketing campaign
☑️ Deploy expert media buyers equipped with conversion-focused creatives

Implementing a stellar scaling strategy and standing out in the market is a conscious decision. It takes effort, it takes skill, and it takes time. But at the end of the day, the results will speak for themselves… and so will your bottom line.

The expert team that took Camille’s business to new heights can do the same for yours.

Fill out this Business Overview form and we’ll be in touch shortly to discuss how your business can stand out.