How Our Agency Took A Supplement Amazon Seller & Propelled His Business To 2,5M In 2 Years

Case Study: How Our Agency Took A Supplement Amazon Seller & Propelled His Business Past £2,5M In 2 Years

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It was March 2019 when I received a message on LinkedIn.

“Sal, we have been following you for quite some time, and I think you could help us. Up for a quick chat?” the guy’s message said – without being connected to him. He was using Inmail.

Upon a quick check that showed me … nothing, I decided to respond.

“Sure, Joe, can you please let me know about yourself? There isn’t much info on your LinkedIn account” I wrote back.

After a few back and forths, the guy told me he was an Amazon seller, offering collagen supplements in both the USA and Europe.

I agreed to a quick Zoom meeting, and at that time, despite we had fixed prices on our website, we let customers customise their plans.

After a few chats and a proposal, we signed up our contract and were off to the races.

Client Profile:

The client started selling collagen powder almost a decade, focusing exclusively on Amazon. A few years back, he was persuaded that he needed a website so he had some people from a far-reaching Asian country create an eCommerce website and connected it with an email marketing platform, that was purely transactional – so only “thank you for your order” emails.

  • He didn’t provide any sort of customer care.
  • He didn’t have a newsletter
  • He didn’t have any presence on social media
  • His website was sh#$%%^t

The Challenges

Website Migration:

The client wanted to migrate from WordPress to Shopify. At Centis we are proficient with both platforms, but we like WordPress better for clients because the plugins do not cost as much, and customisations are faster.

Then we had to understand all products and migrate all the products he was actively selling – as there were active products that were not produced anymore, causing refunds and nasty comments from clients who paid and never received their products.

Dealing with bad reviews:

The biggest challenge was with his reviews. Because he had no one to take care of his customers, his Facebook profile, as well as independent online review sites were filled with bad reviews – not for his quality, but for his service. As such people were losing their trust and his website purchases were like 1 a day or even less at times.

Warming up his email list of 1,000 customers & creating workflows

One of the challenges we faced was to warm up his list of 1,000 customers. These were customers that have purchased once or a couple of times but never repeated the orders, because of bad service.

Reviving his social media accounts:

With just Facebook present, we had to launch Instagram, Pinterest and YouTube, and increase likes, shares and create a content calendar.

Propelling the website’s popularity organically

With no active content, the task was to migrate the site to Shopify and then connect a WordPress Blog to drive traffic to it. In 2021, we removed the blog and moved it to a Shopify blog due to the algorithm change in Google.

Creating ads, promoting his product on Facebook, Google Search, Retargeting and other networks

At the time we took over, the client had another team running ads on Amazon only. So he was willing to run ads on Facebook, Google Search and Pinterest.

Installing a team to take care of customers

The biggest issue he has was hate comments from customers. I even thought he was a scam artist – they were that bad. He was just not into it and didn’t know what to do. So we had to get our client care team to take care of his customers, pronto.

How we pushed his business past £2m in two years

The Strategy:

We first laid out a strategy that was simple to understand, with no fluff “marketing talk”. In its simplest form, our goal was to take his business to two million GBP in two years, while making his brand a “household” name. When people would think of “collagen” they would think of his brand first.

The Tactics:

To make this a reality we would need to create the website, set up his client-care team to manage customers, organise his email workflows, create content that could boost his rankings organically, distribute this content on social and via email and bring immediate traffic via ads and influencers.

The Backend:

The first thing we did was to open a Shopify account for him for the UK market. The reasoning is that due to the current agreement the client was unable to deal with two stores at the same time. We used one of the fastest Shopify themes at the time, the “Shoptimized”.

However, in the middle of the transition, the customer decided that he wanted to completely change the theme to match something else, so the project stopped – we were referred to his graphics design to work out the files and we warned him that since he wanted a complete theme from scratch the best option was to go with the main Shopify theme and customise it. Unfortunately, he insisted:-)

We sent a very detailed email about warning for potential issues and we got a reply back similar to “Thank you, I appreciate your heads up. We go ahead”

Anyway, fast forward a month later, we get the files from the designer and we send them back with edits – for the simple reason that designers are not conversion-educated.

The designer complied, and then we shipped the assets to our developer.

And then we have a fantastic-looking website, which was … none of our doing. Oh, well, who cares. We at least helped in order to get sales:-)

Shopify backend:

Upon the site was up and running, we migrated all active products and connected the website to Google Payments, Amazon, Paypal and Stripe.

Then we installed:

  • A subscription plugin to get monthly sales
  • A one-click upsell plugin to get upsells and downsells
  • An affiliate plugin to get affiliates to sell for him
  • A loyalty plugin to offer incentives
  • And connected the website with Klaviyo.

Email Sequences

Upon connecting Klaviyo we created the following sequences:

A “Thank you for subscribing” email sequence that spanned over 6 weeks and included apart of the original thank you email, an indoctrination email that introduced someone to the brand, a message from the founder, the mission, the history of the brand, a survey, and a series of offers with time-delays.

  • A” thank you for purchasing email”, which spanned over 2 weeks, and
  • A “thank you for purchasing again” for repeated customers
  • An abandoned cart email sequence that lasted for one week
  • A browse product sequence – for anyone who registered and browsed products without buying
  • A win-back campaign, which was fired after 90 days of inactivity
  • A reminder campaign for repeating the order after 45 days
  • And a subscription campaign, for everyone who opted for a subscription (buy 3/6/12 and save)

We then segmented the list into VIPs (orders more than $100), repeat customers, and specific product customers – for the sole purpose of asking them to buy complementary products.

These sequences alone brought the client an extra $50,000 within the two years, while our efforts to add subscribers (including an ebook, a quiz and various incentives, grew his list to 15,000 in two years.

Past customers reactivation

Because we have done this numerous times, thankfully we are very proficient in this. In fact, for anyone of you struggling with reactivating customers, I am providing the general template we sent here:

First, we imported these people on Klaviyo and added them to a separate list. Then we emailed them three times:

This is a template for you to steal when you want to reactivate an email list

We also added a P.S. at the bottom which said “Tomorrow I will introduce you to your new client success team, so stay tuned”

So the next email introduced them to our head of client care, with his email to contact. We even got a new number to use, and we asked them to call during working hours.

The final email introduced them to the new website, with a full analysis of the new characteristics – cool new design, loyalty, subscriptions and for whoever wanted, affiliate subscription.

Blog Content

Before we sent a single email, we had to fill up the blog with some quality content. Thankfully, because at that time we were very specialised in supplements we had the best writers to do so.

We ended up writing twelve, 1,000-word articles that:

  • Explained what collagen is
  • What it does
  • How to use it
  • How celebrities use it
  • When is the best time to get it

and much more.

Its content started to rank organically after a 5-month period, We helped get more eyeballs by boosting it originally and then creating ads on Facebook targeting Europe, initially.

Because the articles were very well written, we managed to have an average time on each blog post a staggering 6 minutes!

Supporting his end clients

Immediately after launching the website and email workflows, we installed a customer support system that enabled the end users to chat, call or email customer support. Our support agents were based in the Philippines, and by the time of this writing, we still have them.

We were able to see all analytics, and all answers and direct them accordingly. We also measured lost clients’ KPIs so each time a client wanted a refund or he wanted to cancel his subscription, we sent them a message that gave them a discount, referral bonuses and sometimes, shipping products for free.

Worth mentioning that we persuaded the client to place a 90-day, unconditional money-back guarantee (where he had only 30 days) plus free shipping on all orders above $50.

Ads

We started with Facebook ads, prompting content, and then created catalogues, as well as promoting specific products.

His results to date are:

Total spend:

  • £80,000 for the entire two years time (around $3,000 per month ad spend for 24 months)
  • 15,359 new leads (from quiz funnels, direct-to-product ads, content ads and remarketing)
  • Total sales: £2,346,216 by the time of this writing. Worth noting, that not all leads purchased a product
  • AOV : £145 – his main product was a collagen powder, but we triggered upsells in bundles, selling capsules and
  • The average conversion rate on the website is 5%
  • ROAS: we started with a negative ROAS and then it fluctuated between 2.0 – 5.0

Social Media & Influencer Marketing

By the second quarter of working together, the client was convinced that he needed to add more channels to his arsenal. Ads were good to make him known, the content was great as he looked authoritative, and his new website was bringing more revenue than Amazon.

The best way to leverage all the above was to launch influencer marketing campaigns where influencers would speak about the product, showcase it and create buzz, causing an additional influx of traffic.

So our social media manager started looking for hashtags, and when she could someone talking and taking pictures of competing products, wellness or antiageing, she noted her down on a Google sheet.

We took note of :

  • Their name
  • Their social following
  • Their engagement rate (we used software for that)
  • Which brands they were using
  • We noted down their posts that used similar or competing products

Then we would reach out to see if there was an interest.

If there was we started talking about what they are after, who is their audience, how they want to promote stuff – generally, a lot about them rather than our client – and then when this was over, we pitched them.

Overall, we used around 60 influencers that brought in a total of £203,795. We could have done better, but the fee the client wanted to give was limited so we decided to use less-know influencers and “blanket” Instagram each month with posts using his brand hashtag. So you would see 4-6 influencers all use the same hashtag at the same time, and each influencer had little interlapping with each other, covering more space.

Conclusion

When the time is right, an entrepreneur realises that he can’t do everything by himself. When sales grow, the options are only two:

Hire internal people to do the job: this means directly managing them, organising their leave, benefits pay, bonuses and salaries, plus contribution to taxes

Or hire an agency that does this day in and day out. This means some higher fees, but if you compare, hiring a reliable and dependable agency that can give you the result you need, means less cost. You do not have to manage anyone, and everyone is doing their job, as they are held accountable.

If you want to hire us for your growing business, check out our full-stack marketing solution

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