All-Natural Products Company
Project description
This family owned and operated all-natural products company was established in 2017 to help more people lead a healthier lifestyle. The company has more than 160 retail stores in the United States and produces more than 150 organic personal care and wellness products. With more people switching to all-natural products, the company wanted to level up its social media marketing efforts to reach more engaged audience segments, grow its customer base, and increase website traffic and purchases over time. The client needed the assistance of Austin Marketing Co Internet Marketing Agency to launch social media ad campaigns focused on brand awareness and conversions. Within the first 14 months of the partnership, Austin Marketing Co organized and launched a full-funnel approach to digital advertising and drove lower-level actions with already engaged audience segments. Overall, our paid social efforts generated a 79.7% increase in total interactions and a 73.4% increase in website purchases.
The Highlights
Austin Marketing Co’s social media advertising team launched multiple ad campaigns to exceed customer engagement goals. After gaining a solid understanding of their conversion funnel, Austin Marketing Co consistently increased the company’s return on ad spend (ROAS) month over month and achieved an 85% increase in ROAS year-over-year (YoY). Since the launch of the ad campaign in June 2020, we have seen remarkable growth in customer social media interactions and conversions:
Sessions
Sessions via Social Referral
Average Session Duration
Users
In Q3 2020 alone, our paid social efforts generated an impressive purchase conversion value of $35,948.23.
Executing the Strategy
THE CHALLENGE
Before partnering with Austin Marketing Co, this all-natural products company struggled to find social media experts who could proactively manage their social media campaigns and drive quick results.
When we first took over client social ad campaigns, one of the biggest challenges was finding people interested in their products. The company’s ROAS was very low at first because its affinity targets (an audience targeting system based on lifestyle and demographics) are very broad. Our team conducted multiple campaign audits and market analysis to quickly determine the client’s ideal target market, drive website purchases, and generate strong performance.
THE SOLUTION
We conduct extensive market research, industry benchmarking, and campaign analysis to gain a deep understanding of the client’s ideal audience and develop a strategic social media plan that would deliver the highest possible return and engagement.
Based on the audit results, we introduced a full-funnel approach to social media advertising, placing a lot of emphasis and weight on engagement campaigns and the social proof they bring.
Follower Growth Campaigns
The initial advertising campaign was aimed at increasing the client’s social media following through targeted social media advertising tactics. Creatives were chosen based on past engagement rates. The pieces of social media content that received the most engagement were optimized to build a quality, loyal following and a strong social media presence.Conversions/Website Traffic/Link Clicks
The purpose of this campaign was to spread awareness and drive traffic to the client’s website. These ads were targeted to those who showed interest in the client’s products and social media content.Catalog (Retargeting)
This campaign focused on driving referral traffic based on prospects’ past actions in the conversion funnel. We’re targeting those who have previously visited a company’s website, viewed a specific product, or added an item to their cart but haven’t purchased yet.
After the successful launch of the first set of ad campaigns, the next phase of our social media advertising efforts focuses on optimizing ongoing campaigns based on the data we already have. Austin Marketing Co’s next goal is to expand customer reach and introduce unique content and offers that will convert more prospects.
Project Tags:
Services Used
Paid Social Media Advertising
Pay-Per-Click (PPC) Marketing