Their Situation
Breaking into the beauty and skin care market is challenging. But this 6 month old business was prepared to invest in their marketing to acquire customers who would make regular, repeat purchases.
Their strategy relied on organic social media as well as search engine optimisation to acquire sales leads. The beauty brand engaged 2 external agencies to assist them.
Their spend was considerable, however each agency worked as a separate entity. That meant there was no coordination between the two agencies and no overarching marketing plan for the agencies to work with. Instead, each agency simply worked on their own specialty without anyone available to monitor the results.
At the end of 6 months, sales were below expectations. The business owners were feeling burnt by the experience and reluctant to engage another agency
Our Task
Klarity Lab were engaged to perform an independent audit of their marketing strategy.
Recommendations
Our marketing strategy audit revealed:
- The business had the capacity and ability to implement their organic social media activities in-house.
- They weren’t going to see a return from their investment in search engine optimisation for at least 12 months because of their competitors’ activities. As a result and to meet their business goals, we recommended they cease their SEO campaign and use the investment elsewhere.
- We recommended they begin a paid social media campaign to capture leads as well as a lead nurturing campaign to assist with customer conversion and ongoing engagement.
- They already had 700 customers and prospective customers on their email database. Therefore, we recommended they develop a strategy to engage with these customers
The Outcomes
This client had the option of engaging Klarity Lab to assist them with the implementation of our recommendations or they could do it by themselves. The business owners elected to do it themselves given their experience with the previous agencies and budget pressures.
