CVR OPTIMIZATION LET’S TALK ABOUT IT
Why Consistency in Branding Matters
The eCom marketing space has been flooded with enablement tech. This makes it easy to forget that in our line of work, less is always more.
Take it from Bryan Cano, VP of Marketing at Nood. In less than two years, the at-home hair removal brand has scaled aggressively from zero to over $50 million.
Below, Bryan takes us through the team’s core marketing philosophy that made it possible – one that is centered around simplicity.
“By keeping a simple approach, brands can optimize & reach profitability faster. The more variables you add to an equation, the more changes you have to account for. You want to maximize the value of what you currently have versus adding in more to spread yourself thin.”
It can be tempting to try out every new ad channel or hyped-up martech provider. However, the marketers at Nood emphasize a far more simplistic approach:
They’ve successfully applied this framework to questions like:
Overall, Bryan attributes the brand’s sustained profitability and growth trajectory to simplicity and emphasizing what you already have that works.
After all, if you are constantly adding more variables to your marketing equation, you have more levers to consider — meaning it will take that much longer to attain the profit margin or EBITDA you’re aiming for.
There are only so many hours in a day and so many dollars in your budget.
“We really aim to keep things simple. We’re always fighting the urge to chase that next shiny object, whether it’s a new product or service or advertising channel.”
At the most basic level, Nood has been so successful by focusing intently on:
However, Bryan knows there are countless other audience or customer profiles who experience variations of that pain point and think about the product differently.
That’s why their next step is personalization: “This is about broadening whom we talk to and how we talk to them.”
Of course, Nood’s ongoing level of scale and the projected multiplied effort will require more resources to maintain that personalization. In response, they are currently:
“These are exciting prospects,” Bryan tells us, “but we know it’ll take a united effort.”
“If we follow the principles that have gotten us where we are today, we may be looking at doubling or tripling or even quadrupling the size of the business. That’s what gets me the most excited about personalized marketing at scale.”