How did this brand grow from zero to millions in revenue within five years using Facebook and Google ads?
Business success stories like this are not very rare, yet lots of people are still hesitant or not very sure on how to use Facebook and Google’s advertising platform to take their business to a new height.
For instance, have a glance at the sharp rise of the world’s fastest-growing brand in the watch industry, according to Forbes. This company named MVMT, but should be pronounced as ‘Movement,’ right now is making history in the ecommerce market for consumer watch brands.
Both the founders, Kramer LaPlante and Jake Kassan, are bear the usual college-dropout start-up genius badges. They started the company in 2013 with a single-point agenda, which was, turning the watch industry upside down. Like most of us lesser mortals, they were also frustrated with the massive markup in designer watches, for which a sizeable portion of the consumer market always remained untapped.
Now, coming to MVMT’s business growth, and if zero to 90 million USD within just five years doesn’t make that an epic one, we don’t know what will.
Admittedly, this can be an excellent case study for any business student to understand how online marketing, or more precisely, advertising on popular social platforms like Facebook and Google, can take a start-up from literally zero to multi-million dollar organization in a very short timeframe.
Here’s a gist of MVMT’s online milestones
More than 3 million followers on the company’s official Facebook page
One plus million followers on their main official Instagram handle
400K plus followers on another of their Instagram handle
100K plus posts have been created with the #mvmt hashtag on Instagram
Official MVMT website attracts more than 1.5 million unique visitors every year
While all these numbers may look impressive, but the main talking point of this brief piece is MVMT’s whopping 90 million USD gross yearly revenue. What matters at the end of the day is how one can utilize Facebook and Google’s advertising platforms to generate sales.
However, many fail to recognize the elephant in the room. It’s not true that we don’t know how crucial social advertising can be for a budding company, but most of us get easily demoralized by the outcome. Here we are talking about ROI – where you invested a considerable chunk of your money into Facebook and Google advertising, with very little return.
So, what’s behind MVMT’s unique social advertising strategy that keeps fetching massive ROI for them?
Below you will find five critical steps that summarize MVMT’s online advertisement strategy
Share the journey towards success
Being more personal and honest about you and your brand is the key here. The more established brands will inevitably have better recognition from Google and its search results, and there’s nothing you can do about it. Older brands are usually armed with more aged domains, stronger backlink profiles, better social presence, and most importantly, a loyal visitor base.
As a new player in the market, you won’t easily beat them in terms of these factors. So instead of trying to do it the conventional way, you can try some out-of-the-box methods. Drop your corporate cloak and start interacting with your customer base on a more personal note, for example.
Sharing your online journey, like how you started your company, what hurdles you have been through, and other stories about your brand. People will start recognizing your brands better, and therefore your spending on advertising will be significantly lower.
It has been a proven method and worked wonders for many brands, so there’s a big chance that it will work for you, too.
Don’t promote the product; promote the lifestyle associated with it
People usually buy two kinds of products – one for their needs and another for prestige comes with the product. While it’s great to be able to sell a product that people need, those face fierce competition. Consumers will compare features, prices and will ask for discounts as well. Also, the profit margin is tiny here.
However, when you advertise a specific lifestyle that people wish for, your business won’t rely on those things. Instead, here customers will choose your product to achieve the lifestyle you’re promoting. Like an iPhone, most people buy for the high-class aura it comes with and not for mere performance or features.
Check MVMT’s official Facebook page, and there you will see the exact pattern they opted for. All of their contents, ads, and stories represent a very high-profile modern-age lifestyle that makes their watch something to desire. And here comes the catch – those watches cost a fraction of other high-end luxury watches. What can be more compelling than “affordable luxury,” right?
High-quality photos and videos are a must for a successful advertising campaign
Visuals of your ad campaign must be powerful enough to compete with big brands, and no lazy iPhone photography will be able to save your day. Look at MVMT’s Instagram handle, Facebook, and Google ads, and you will instantly understand what we are trying to say. Invest in professional photography gears and tools and, if possible, hire an expert to take care of your still and video requirements. Be consistent with your audiovisual quality and offer your visitors a crisp, vivid, and eye-candy visual experience.
It won’t be very smart to assume that you can get by with anything less than magazine-quality images when it comes to making people interested in your products through digital marketing.
Short, yet sweet; that’s what a successful ad copy in a nutshell
If you want to get attention from an average Facebook user using advertising on the platform, one thing you need to keep in mind. People never open their app to see some ads, and your campaign is actually interrupting their overall Facebook experience. Therefore, you will maximum receive a split second of a user’s attention before scrolling through the feed and never looking back.
Hence, your ad copy needs to have something to make them stay for a while. It must not include a detailed or huge description of your products, but concise, precise, and of course, very clear in its intention.
The best model to represent your product is your customers
You might get tempted to hire some professional models to promote your product, which is, of course, a tried and tested method for almost every brand. However, there are two major problems with it.
First of all, professional models cost money, and unless you’re ready to shell out some significant chunk of cash, it is not a very feasible way of marketing, especially for a budding start-up.
Secondly, people often fail to connect with the models and can’t be confident enough that they are going to get the same result.
Here you can take advantage of user-generated content as MVMT does. Many times they feature some happy customers wearing their watches on their campaigns. These are the actual users without any sugarcoated model; hence people generally feel more at home with the ad and expect to get similar outcomes.
So let’s just sum up what we learned from MVMT’s online advertisement strategies. The most important thing about a successful ad campaign should be an all-around professional approach. Quality is the key here – so, don’t skip on the necessary things like pro photography equipment and professional hands. Also, it would be best if you thought out-of-the-box and from your prospect’s perspective. Finally, instead of aiming for short-term gains, focus on building your brand’s image by being more communicative and personal with your potential customers.
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