06/11/2024
Alright, late-night post here, but this one’s worth sharing.
One of my clients just hit $5M in revenue, up from $2.5M last year. They’ve been grinding for a while, working to get direct-to-consumer sales moving...
Thought I’d share a few things we tackled to get them here:
1️⃣ Cracking the code on scaling—getting past that tough Top Of Funnel play where new customer acquisition is critical and where growth can stall.
You know, it’s funny – If you’re not filling the top of the funnel, there’s no one left to buy from you further down the line.
It's like, yeah, you can keep cashing in on the existing audience, but over time that well runs dry! You’ve gotta keep feeding it up top, or you’ll end up wondering why sales dried up down the road.
It’s not rocket science – just something that seems somehow still gets overlooked.
2️⃣ Making online sales work harder by using holistic data to guide every move.
You know, the thing with in-platform ROAS metrics is that they’re kind of like the "instant gratification" of advertising stats.
It’s easy to get caught up in those shiny numbers from Meta or Google and think, "Yeah, this ad is killing it!" But really, it’s a narrow slice of what’s going on.
A more blended or holistic approach is like zooming out with a wide-angle lens; it’s looking at how the entire budget is driving overall revenue, even if some parts aren’t as trackable. Sure, it’s less "feel good" in the moment but the thing is, it's not a "hit", rather is a real fix. It's where you actually see the real impact on the business, not just what the platform wants you to see.
It’s a little messier, a little harder to measure—but way more real.
3️⃣ Tweaking the messaging to hit home with their audience, making sure it actually resonates. Market positioning is real.
Market positioning?
It’s like figuring out how you want people to see your brand when they’re scrolling through their feed. You’re there making it clear why they should pick your stuff over everyone else’s.
You start by scoping out the competition, see where they fit in the market, and spot where you can be different. Then, you narrow in on your target value propositions — the people in the niche will vibe with what you're offering.
Once you know who you're talking to, you zero in on what makes your product the choice for them.
What’s the unique spin? The big value? That’s your angle. Then it’s all about hammering that message home (frequency frequency frequency my ad buying peeps) across everything you do so they get it and remember it.
And you don’t just set it and forget it; you keep checking in to see how people are actually feeling about your brand (check that TM Impression trend).
Adjust as you go to keep that spot in their mind.
It’s been a journey, but seeing results like this makes it all worth it. Sharing in case it’s helpful to anyone facing similar struggles out there.
