137% growth in online sales in 12 months
After a challenging period during lockdowns, M&S Meats embraced a digital first sales strategy and more than doubled their revenue within the first 12 months of working together.
The Challenge
M&S Meats had years of success as a bricks and mortar business and an enviable reputation. Every summer people flock to Glacier National Park and bought their signature jerky from their retail outlets. But when Covid shut down their physical stores, they needed to transition to online, and quick.
The agency they’d worked with had generated sales but the cost per new customer acquisition was far too high and they were losing money on every sale. Something needed to change.
The key goals were to:
- Bring in more customers
- Encourage past customers buyers to purchase
- Increase the low average order value
- Improve profitability on first customer acquisition
- Increase the conversion rate of the store
The Approach
We took a comprehensive approach with M&S Meats, rolling out a strategy that focused on customers at all stages of the customer journey. We undertook the following strategies.
Facebook Ads
By using high performing creatives, we promoted through the power of social media advertising across Facebook and Instagram.
Google
Ads
We leveraged existing demand for the product category via Search, Display and Shopping campaigns through Google Ads
Creative Strategy
We took care of creative strategy and production of all creative assets, creating dozens of new ads and creatives each month.
Influencer
Outreach
Created a pipeline of UGC content. Sourced, vetted and briefed influencers via organic outreach and through UGC marketplaces.
Site
Optimization
Increased conversion rates and average order value through website and sales page optimization
Email Marketing
Established powerful email flows to talk to customers at each stage of the buyer journey and recover lost sales.
The Strategy
Facebook was identified as the best platform to bring in new audiences but improvements to the website and messaging needed to be made first.
After all, you want to get your house in order before you invite guests. So before we sent a lot more traffic to a site, we needed to get the site optimized in order to get more revenue out of every visit. But optimized for who exactly?
We took the time to understand the brand by conducting a user survey of their customers and interviews with customers. Through this process we built out detailed avatars and captured the authentic voice of real customers. Most importantly we were able to reveal why they purchased from M&S Meats and what made it stand out in their minds.
Through this process, we were able to distill M&S Meats’ communication strategy into key messages and value propositions that we weaved through all communication from them.
High
Performance
Creatives
Ran extensive advertising campaigns across Facebook and Instagram, testing new creatives each week across the course of the year
Using a feedback loop between performance and design, we created hundreds of ads, leaning into ads that performed well, iterating and increasing performance over time.
Conversion Rate Optimization
Leveraging a suite of powerful tools and apps available within the Shopify ecosystem, we increased conversion rates and Average Order rates to unlock
We improved the profitability of each order by adding upsells and cross sells in their checkout process more revenue per visitor.
Through these strategies, we improved profitability on every visit by lifting the conversion rate by 18% and average order value by 22%.
Direct Mail
Campaigns
By integrating direct mail campaigns via Post Pilot, we were able to increase the repeat purchase rate. Since activating these campaigns with Post Pilot, 10% of customers repurchase within 60 days and the average value of each customer across 12 months increased by 22%
Influencer
Management
Across the year, we recruiting 60+ content creators, leveraged organic content for advertising. We researched, managed outreach, negotiations and contracts to collect powerful content to amplify paid advertising campaigns.
We engaged and briefed content creators to make compelling content based on key value propositions so we could speak to our prospective customers in an authentic manner.
Store Optimization
By optimizing product titles, on-page content, developing keyword focused blogs and other tactics, we have tripled organic clicks to the site, meaning a reliable stream of traffic with no additional costs.
Powerful Email Flows
By establishing a series of powerful email flows, we were able to earn revenue on autopilot. Welcome series’ warm new prospects, abandoned cart and browse emails capture sales and winback campaigns encourage loyalty.
New Sales Channels
Reaching your customers where they are has never been more important. By leveraging additional available sales channels through Shopify, we were able to reach new customers that were unaware of the brand previously. The addition of Shop alone additional an 5% revenue within the first month
The Results
4.14x
Return on Ad Spend
A 123% improvement on past ad performance
61.9%
Lower CPA
Reduction in Cost Per New Customer Acquisition
6.6%
Conversion Rate
Improved profitability on every visit by lifting the CV by 18%
137%
Increase in Online Sales
An overall improvement in online sales of 137%
Don't take our word for it...
Hear from M&S Meats owner Trish Vu about how her experience has been working with Eljay Marketing.
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