Mission-driven marketing leads to conversions and can define your AI strategies. The benefits are boundless. At its core, a strategic approach built on a brand’s mission is the foundation for every action in machine learning models for modern data-driven marketing. As well, the mission-driven process creates an opportunity to build loyal customer relationships and brand awareness for your business in today’s marketplace.
When executed consistently and correctly, mission-driven marketing can be one of the strongest differentiators for a consumer who chooses to partner with your business over your competition.
Robert Passikoff, president of Brand Keys, says it best:
“If marketers don’t have a real handle on the emotional side of the purchase and engagement process, they end up with a ‘placeholder’ (business), one whose name people know but don’t know for anything in particular, and have no [brand] advantage. You might as well spend your entire marketing budget on coupons, deals, and promotions.” Entrepreneur
With an embodied mission, an understanding of your customer journey, consistent, impactful ad campaigns, and customized offers to personalize the experience on your website, your business is ready to increase conversion rates! And that is exactly how we helped our partner grow.
The challenges with AI and machine learning marketing with direct-to-consumer products
This brand has a unique selling proposition for its DTC product, but it isn’t easy to scale.
There was very little existing insight into the customer journey. And, without an understanding of their experience and who was coming to their website (their bounce rates, the pages they entered on, and the pages they exited on), it wasn’t easy to understand what was helping conversions and what was hindering conversions.
Although the brand has a solid grasp of its mission, it did not build many personalized opportunities and offered to impress its consumers with its mission-driven marketing. Therefore, the strategy itself was less impactful, and their return on investment was too low. Also, the lack of understanding of key marketing touchpoints is essential to mapping machine learning and AI support.
Overall, the business was ready to invest in ads and customization to understand its customer experience and increase conversion rates. But, they had no clue how to accomplish these goals. As a result, they felt confident that they needed to find an outsourced partner to support these needs for their business.
How We Helped Increase Conversion Rates
Our ability to leverage marketing, ads, and technology made us the perfect partner for this direct-to-consumer (DTC) mission-driven marketing brand. As a result, the company had a strong connection to a specific audience that identified with the company’s mission. We combined this passion with a scientific understanding of marketing technology to increase ROAS, create revenue, and maximize an essential investment into the business.
How We Blend Marketing and Technical Experience to Create a Marketing Plan That Works
First, our team created unique ad campaigns focused on supporting the mission and connecting with the existing audience. Then, updates and adjustments to the e-commerce website to improve the experience and tracking. Immediately with these two changes, we were able to help increase their conversions using the ads and personalized notifications to generate revenue for their business.
Through the business’ investment of $35,528 on a niche ad campaign, they generated $944,756 in revenue with a 26.59% return on ad spend (ROAS) within 3 months.
But, how exactly were we able to accomplish these unbelievable numbers?
The details — Marketing
Once we had a baseline understanding of the business, we utilized a niche direct-to-consumer ad campaign to get a real grasp on their customers and their journey to conversion. The data we were able to gather helped us understand segmentation in the campaign from the perspective of the ad spend.
By having this detailed view into segmentation, we were able to map out smarter, more realistic customer journeys and invest in the customer sets that were showing the highest return.
And, this gave us the opportunity to provide customized offers at pivotal points in the customer journey that led to faster, more accurate conversions.
The details — Product and Engineering
Understanding who your customers are and how they interact with your brand is vital in providing a unique, engaging experience on your website. But, it is not just about understanding your customers. It is essential that you do something impactful with that information, or it becomes useless!
Focusing on the customer base from the backend of the brand’s e-commerce website, we were able to identify different sets of customer personas based on their profiles and behaviors.
By creating these segmented categories, it became effortless to craft unique, personalized experiences on the website based on the user. Developing personalized reminders for customers after they abandoned their cart was one of the most successful tools in driving a higher conversion rate!
“Investing in digital over the last several years has allowed us to quickly pivot our business with Q1 digital sales reaching our highest ever quarterly level of $372 million,” — CEO of Chipotle, Brian Niccol, said in a statement. medium
In today’s marketplace, being a mission-driven marketing business can provide immeasurable benefits. But, understanding your value proposition and communicating consistently with it is not enough to drive higher conversion rates on your website.
It is essential to invest in channels that provide accurate data to understand your customer journey.
Once you grasp how customers are interacting with your brand, you can provide customized offers and personalized reminders to keep them engaged in your funnel.
Are you ready to invest in growing your mission-driven marketing business? We are here to help.