Luxury Jewellery box Brand Cannot Get Paid Ads to Work

Last updated: July 31, 2024

Aaron Rudman-Hawkins

Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.

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In this episode of the Grow With Evergreen podcast, we met Sarah, the founder of Wintour, a luxury travel jewellery box company.

Sarah recently transitioned from running her business as a side hustle to pursuing it full-time and now wants to grow it as an e-commerce business.

But, like many first-time entrepreneurs, Sarah was struggling to see a great return on her marketing activities.

Fortunately, we were able to offer some actionable strategic advice.

The Wintour Story

Sarah launched Wintour as a part-time venture, creating unique luxury travel jewellery boxes designed specifically for modern jewellery lovers on the move.

Each Wintour jewellery box features separate compartments for earrings, necklaces, and more, ensuring that your jewellery stays safely tucked away, whether you’re hitting the gym or jet-setting across the globe.

After achieving £50,000 in revenue over the past 12 months, she’s now committed to growing the business full-time, with ambitious goals to quadruple her revenue.

Current Marketing Strategies

Sarah’s current marketing efforts focus heavily on:

1. Social media engagement
2. Influencer marketing
3. Email marketing

These strategies have been successful in driving traffic and sales to her website. Sarah has built an email list of more than 1,000 subscribers and works with both micro and macro influencers to promote her products.

Key Areas for Improvement

During the podcast, we identified several areas where Sarah could optimise her marketing efforts:

1. Website Optimisation

– We think Sarah can improve her product descriptions to clearly convey the travel aspect and use cases
– Add category page descriptions
– Optimise page titles and meta descriptions for search engines

2. Google Search Console

We advised Sarah to set up Google Search Console to gain insights into:

– How people are finding her website
– Popular search terms related to her products
– Opportunities for targeting new keywords

3. Meta (Facebook & Instagram) Advertising

We were able to provide several recommendations for improving Sarah’s paid advertising efforts including:

– Uploading customer email lists for retargeting
– Set up website pixel for retargeting site visitors
– Create tailored audiences based on demographics and interests
– Develop a retargeting strategy with different ad creatives and messages

4. Google Advertising

While not an immediate priority, future steps for Google advertising could include:

– Retargeting campaigns
– Branded search campaigns
– Display advertising for brand awareness
– Shopping campaigns (once other channels are established)

When to Hire an Agency

An important question addressed was when a small business should consider hiring a marketing agency. We typically advise businesses that they need to reach around £300,000 – £400,000 in revenue before it becomes financially viable to hire an agency. Until then, business owners should focus on learning and implementing marketing strategies themselves.

From Side Hustle to Full-Time

In recent years we have seen a huge number of new start up businesses as founders make their passion their livelihood.
The wealth of digital channels means solo-preneurs can compete with more established brands, and have proven that there is definitely a place for quality products and services, sold on-line and in store if backed by a solid digital marketing strategy.

Some of the key things we suggested Sarah takeaway from the podcast:

1. Focus on optimising the website to clearly communicate Wintour’s product’s unique selling points and use cases.
2. Utilise free tools like Google Search Console to gain valuable insights into your audience and search performance.
3. Develop a strategic approach to paid advertising, starting with retargeting and building tailored audiences.
4. Continuously test and refine your ad creatives and messaging.
5. Don’t rush into hiring an agency – learn the basics yourself and grow your business to a sustainable level first.

By implementing these strategies and focusing on steady growth, Sarah and other ecommerce entrepreneurs like her can build a strong foundation for long-term success in their businesses.

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