Some of the topics we touched on included how to balance intuition vs data driven marketing, pivoting during COVID, and the best way to spend on paid customer acquisition. For those who want to watch a replay of the full session, click the link here. Below is a short summary of some key takeaways:
1. Be creative with how you bring your community together
During the Covid pandemic, businesses couldn’t operate as usual. Despite these challenges, it was vital to keep customers connected. Jordyn and Julie explained that they created special campaigns to support their customers.
“No one was worrying about purchasing hair oils, they were worried about the pandemic. So we met our customer base and community where they were and launched Seedling, a mentorship program that connects women building their careers with women who are successful in their particular field.” – Jordyn
“We started a Healthcare Heroes campaign which enabled Healthcare workers to create wish-lists and let customers buy those products for the workers as a token of thanks for their sacrifices.” – Julie
2. Be careful with what metrics you use to judge success
Since iOS 15 launched, ROAS on the Facebook and Google advertising platforms have become less accurate due to new rules around 3rd party cookies. How does Brigid from Soludos accurately measure how well their advertising spend is doing?
“We don’t even look in-platform to calculate ROAS anymore, we just look at new customer sales on Shopify and compare that to our spend. We are also focusing on brand marketing and storytelling for our paid customer acquisition. Based on those decisions we can look at marketing metrics to decide what has been successful and where the dollars should go.” – Brigid
3. Strike a balance between data and intuition
Data is becoming increasingly important in marketing, however sometimes marketing decisions are driven by creativity. How does Julie from Ramy Brook handle this?
“We use both intuition and data when making decisions. Featuring a product in editorial can move inventory very quickly, which is a creative and strategic decision. But by the time you get to email and SMS in the customer journey, our decisions on what to market to individual customers becomes very data driven depending on how we’ve segmented them and what they respond to.” – Julie
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