Help assessing their Marketing Strategy to date

How does a start-up beauty brand get noticed?

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

Klarity Lab were engaged to perform an independent audit of their marketing strategy.

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

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 use our “Done with You” service. This involves Klarity Lab:

• Setting up the paid and organic social media campaigns.
• Conducting split testing for the first month of each campaign to quickly optimise the ads. Then we handed the campaigns back to the client to manage while we continue providing guidance as needed.
• Working with the business owners and operations manager to execute and measure the success of our Recommendations.

As it is early days in our working relationship, we don’t have any financial outcomes to report yet.