The Initial Strategy
Embarking on the journey with this e-commerce brand entailed the meticulous crafting of a comprehensive Go-to-Market (G2M) strategy. From the meticulous review of creative elements to the intricacies of data research for media placements, we left no stone unturned. Our commitment extended to both digital and physical advertising spaces. We also dedicated significant effort to revamping the organic marketing landscape and the art of content marketing. To ensure a seamless and delightful user experience, a thorough examination of the user interface (UI) and user experience (UX) of the current platforms was imperative.
Our collaboration commenced after the brand's previous encounter with a smaller agency, which regrettably resulted in substantial financial losses exceeding £25,000, and disappointingly meager returns. To further complicate matters, this transition occurred in the aftermath of the iOS 14 updates, which presented its unique set of challenges.
Our initial strategic endeavors were twofold. First, we embarked on a quest to kindle interest and establish brand recognition through prominent paid platforms, namely Google PPC, YouTube's video advertising sphere, and Meta (formerly Facebook) ads. But, before venturing into this terrain, we recognized the paramount importance of scrutinizing the customer journey. This meticulous review was motivated by our unwavering commitment to ensuring every pound allocated to marketing would yield its maximum potential. We identified areas where the user experience needed to be significantly simplified, particularly in the checkout process. With the expertise of our in-house development team, we undertook a comprehensive overhaul. This transformation aimed not only to enhance response times but, more importantly, to streamline the user journey for a more seamless experience.
From the standpoint of driving targeted traffic, we commenced with exhaustive interest testing for general targeting at the top of the funnel (TOF) across all platforms. This was further fortified by the valuable datasets at our disposal, sourced through our esteemed partner company, GEN3, one of the largest data suppliers in the Western world. The effectiveness of these efforts was continually validated through ongoing content reviews every 3 to 5 days, ensuring that Click-Through Rates (CTR) and Cost-per-mille (CPM) rates were consistently performing at optimal levels.
With this foundation in place, we proceeded to delve deeper into the intricacies of the marketing funnel over a span of 14 to 21 days. This entailed a meticulous review and enhancement of email flows and automation, supplemented by SMS flows and automation. This approach allowed us to achieve a highly competitive blended Return on Investment (ROI) across the various marketing channels in play.
In parallel, our team of content creators and organic marketing specialists embarked on a comprehensive research and strategy plan for the organic facet of our approach. Our canvas included a diverse array of social platforms, ranging from TikTok and Facebook to Instagram, Snapchat, Twitter, and YouTube shorts. The centerpiece of this strategy was a heightened focus on video content, particularly user-generated content (UGC). We committed to releasing approximately 15 content pieces per week, all meticulously designed to forge a strong brand identity. This was a marked departure from the traditional social media strategy of merely selling products. Our approach fostered deep collaborations and UGC, coupled with the creation of affiliate links to unlock earnings from out-of-scope audiences. Remarkably, this endeavor has consistently contributed approximately 9% of the company's turnover.
In essence, our all-encompassing strategy has not only redefined the e-commerce brand's marketing landscape but has also provided a masterclass in adaptability and customer-centricity. We are resolutely focused on the ever-evolving market conditions and changing consumer preferences. This dynamic approach serves as a solid foundation for sustained growth and a competitive edge in the fiercely competitive e-commerce sector.
CONSISTENCY OVER THE PERIOD
Paid Advertising results
From the perspective of the Facebook advertising platform, our emphasis was firmly placed on the creation of compelling, resonant content and the strategic utilization of well-established audience segments. This approach was meticulously designed to guarantee scalability and profitability for our valued client.
Email Marketing strategy
The e-commerce client began their partnership with Mamba with a modest email marketing base of approximately 750 customers. Initially, we launched our efforts on their existing platform, Mailchimp, which yielded respectable results. However, about nine months into our collaboration, we boldly decided to transition to Klaviyo. Leveraging our status as a premium Klaviyo partner, we harnessed proven flows and automation strategies to craft an exceptionally efficient retargeting plan.
Furthermore, we invested significant effort in meticulously crafting precise customer segments and identifying optimized time frames for daily communication with each segment. This strategic approach has yielded remarkable results, delivering substantial returns in the millions over the past 10 months.
NEXT STEPS FOR THE BRAND
This client is currently transitioning into a long-term strategy aimed at achieving a complete takeover and sale of the company to a prominent global PLC group. Jordan Smith, our CEO at Mamba, has played a pivotal role in facilitating the business's sale to the PLC company. The owners of the e-commerce business may potentially step away from the venture after just three years and enjoy financial security, allowing them to retire comfortably.
This client was provided with weekly reporting via our custom CRM and a weekly phone call and ongoing whatsapp communication via our business group.
The client was also provided with a monthly team review of all accounts and a strategy reflection meeting.
The Leadership Team at MAMBA MARKETING
At Mamba, we take immense pride in our formidable team of 50 professionals, all meticulously trained and driven to deliver exceptional results for our valued clients. With well-established systems and processes, we are fully equipped to serve brands and businesses across the spectrum, from startups to large PLCs. What truly sets us apart is our extensive network of partnerships, including acclaimed PR firms and influential collaborators, along with our group alliances such as Gen3. This robust foundation combines seamlessly with our accomplished in-house team, winners of 19 industry awards, and our five-strong leadership group.
Mamba has consistently provided an impressive blended average ROI of 12-1 to our clients. Currently, we manage a monthly marketing budget of £5,000,000, and our client roster encompasses a diverse array of industries, spanning from B2B services to gambling and fashion.
But perhaps our most compelling statistic is that 9 out of 10 clients who partner with Mamba successfully achieve their preset goals. Our work extends across the globe, collaborating with over 400 brands and businesses. Remarkably, this collaboration has propelled 75 of our clients to the stage where their businesses become highly attractive to potential buyers. We have also played a pivotal role in brokering the sale of these businesses, resulting in extraordinary company buyouts worth hundreds of millions.
Founder & CEO
Founder & CMO
Client Success Manager Employee Number 3