From launch to £80k monthly revenue in 8 months

How We Took A Brand New Ecommerce Beauty Brand, Launched It On Facebook And Instagram And Reached £100k Per Month In Revenue Within 10 Months 

My team and I are working with a brand new ecommerce brand which was averaging just over £1000 in monthly revenue when we first met.  

Fast forward to today, 10 months on, and their monthly revenue (July 2018) was £115k. The brand is growing at up to 80% month on month.

The ROI is 8.8 and tactical email marketing and remarketing has given them a repeat customer rate of over 35% for 2018 to date. 

I’m about to walk you through how it was done. I’ll show you our funnel map and what had the biggest impact on the success of the campaign. 

Pre-Facebook Ad Ecommerce Campaign...  

Before the rollout of any new Facebook campaigns, we run a full audit on the brand and any past ads that have run.  

Some of the things we look for when running such audits include:  

  • Placements: where have budgets fed to 
  • Optimisations: Facebook goes through phases where it will give preferential treatment/results to certain campaign objectives - we look to see if the brand was leveraging some of these optimisation pockets to their advantage 
  • Tracking and pixel heath: we check to see what sort of data has been "seasoning" the pixel and if this data is being used to further improve results
  • CTR and CPC: this helps us to assess the fit between creative and targeting 

We also look outside of Facebook to find out where traffic is coming from, and whether Google ads and PR will help in our overall goal as well.  

In the case of this brand, past data was limited and so our setup involved the following: 

  • Working with the brand on strategic planning of Facebook sales funnels and customer journey, ie what will be the key offer and message we promote on FB.
  • Installation of Facebook pixel and correct set up of ad account.
  • Creation of multiple highly-targeted & custom audiences that are qualified for your offer(s) (ie website traffic/email segments/page view/social following engagements)
  • Creation of multiple custom conversion events and funnel stage events for tracking above mentioned audiences and for training Facebook.
  • Building of landing pages and thank you pages. Ad strategy, ad creatives and copy.
  • Impactful, resonant brand positioning through ad text and creative
  • Creation of first Facebook Ad Campaigns based on strategies that work.
  • Set up of FB messenger bot and messenger bot sequence (if required).
  • Writing of 3 - 5 part email follow up sequences and post purchase, abandon cart, upsell and customer re engagement email series. 

Funnel launch and split testing...  

This map here shows the funnel as we ended up launching it - although funnels are always a work in progress. 

In this video here, I walk through the funnel and you can see that we ended up split testing dozens of adsets, audiences and hundreds of ad creatives to find winning audiences, creatives and strategies (excuse the slight shock – aka jumping out of my skin – when the fire alarm gets tested!)

Once the funnel is in place, ongoing campaign management involves: 

  • Continuing building upon Campaign, Audience, Targeting, and conversion lessons learned.
  • On-going Campaign Management, including: Strategy, Copy, Creatives, Split-Testing. Optimisation and Scaling of Successful Ad campaigns and Retargeting campaigns.
  • Continued creation & improvement of Facebook Ads campaigns based on strategies that work. 
  • Continued creation & improvement of Facebook retargeting campaigns based on strategies that work
  • Audience and conversion data collection and analysis.
  • Advising on Recommend Ad Spend to enable scaling.
  • Monthly reporting of ad results.
  • Management of bot and continued improvement of bot campaign. 

It’s not all about Facebook.  

For this brand, we also drive traffic via Google PPC, publicity and influencer marketing.  

Email has also been imperative with emails converting at 10% and driving £30k of sales over this period and weekly newsletters bringing in an additional £1000 plus in sales every week. Automated series are often forgotten but some of our automated series, such as our evergreen customer reengagement series for lapsed customers has generated revenues of close to £5000.  

Website conversion rae optimisation is also imperative and our expert team has taken conversion from around 2% to up to 6%. You can see how this resulted in a significant increase in sales even when traffic was stable. 

The results:

No wonder our client is happy! Here’s what she has to say; 

"I met Natasha Courtenay-Smith at an event in London in 2017 where she was giving a talk on Facebook (FB), this covered the importance of having, maintaining and managing a corporate identity and presence on FB along with running successful advertising campaigns.  

After the talk I approached Tash and asked her if she was taking on any clients and after further discussions I secured the services of Bolt Digital and I can honestly say my company has not looked back since, with sales growing day on day.  

We have around 9 Facebook campaigns running at any one time and all are slightly tweaked to appeal to various buying FB lookalikes. I naively thought I would be able to conduct the FB ampaigns myself but this in itself demands a mindful of knowledge.  

Alongside FB is instagram, again I thought I could do this myself and I did to some extent but since Bolt have been managing this it looks professional, many people look at our social media and think we are a huge corporate company. Having a strong brand identity is one thing but making sure this is maintained across all areas is vastly important and I now can relax and concentrate on the areas I am good at and leave the areas I have limited knowledge on to Bolt. 

Tash has taught me the importance of blogs, not just writing anything you deem important for your company but the content of these blogs in order to boost SEO ranking, an area I have happily handed over to Bolt.  

I find Tash and her team patient, professional and human, she appreciates that my skills are limited in this area and is happy to spend time going over the areas I struggle to understand." 

The brand continues to scale and grow and we’re looking forward to 6 figure months which we are due to hit four months ahead of the target we set ourselves. 

It’s important to mentioned we are selling a quality product. That’s important. If you’re trying to sell something that no one wants, that just isn’t good or that is priced too high, it really doesn’t matter how good your ads are.

We can't wait to see what our next e-commerce client brings in!  

P.S. If you're skimming and just wanted to see what the offer was... you can request a free strategy call to have myself and my team personally audit your business and ad campaigns and advise on how to scale and succeed with FB ads!