We pretty quickly realised that joebloe was in need of a little more than just a website and some marketing software. Their company was especially interested in developing a relationship with their customers, as their product was subscription-based and therefore part of a much longer sales cycle than most. They also prided themselves on their easy-going and casual communication with their customers, something that we thought we could definitely help encourage.
What we recommended to joebloe was that not only should their website exist as an online store, but also become a knowledge centre for all things hair loss. We could build on this theme of education with nurturing tracks in their marketing as well, sending customers information and knowledge about hair loss so that they saw value from the brand beyond just their products and kept coming back. On top of this, we encouraged extensive post-sale communication with members, encouraging the development of a support system that was never more than a couple of minutes away.
On of the big hurdles with building a community for joebloe was that many people are either embarrassed about their hair loss, in denial about it or have no idea it's happening until its too late. We needed to turn joebloe into an authority on all things hair loss, and build some trust.
We built a great shopify website that had a tonne of ecommerce functionality, and that integrated directly with their Hubspot marketing suite. On top of this, we gave it a stacked knowledge base full of articles and information all about hair loss.
We then developed social media campaigns across multiple channels that were geared towards lead generation and purchases, driving many people to sign up and enter our system.
To manage those leads, we put together a robust system that ensured that new leads received all the information they needed to make educated decisions about our products. We set up automations to manage those leads and help them learn.
Once we had leads purchasing and becoming customers, we built out processes encouraged them to be a part of the community by sharing photos. Long term onboarding and nurturing sequences ensured that the joebloe brand remained relevant and vocal long after purchase.
In the background, we made sure that the staff at joebloe had total control over the sales process with extensive pipeline development that tracker customers from their first interaction onwards. Integration with Shopify allowed us to manage pricing and get real time numbers in Hubspot without any manual effort.
Despite being priced significantly lower than some competitors, joebloes product is still
In order to ensure the relationships that joebloe built with their customers were maintained, we established multiple communication channels were built out so joebloes could always be heard. Chatflows ensured that talking to a real person was as easy as a visit to the website, while bots allowed people to find relevant information quickly and without needing an employee to respond in person.
Through integrations with Slack, we were able to set up a system for the joebloe staff that allowed them to respond to queries, questions, concerns or complaints within seconds, ensuring that they were able to keep up their stellar customer management.
Thanks to our efforts, joebloe’s first few months on the market were a huge success. Social campaigns saw the development of a considerable pool of leads, while the site and connected e-commerce tracking all functioned exactly as hoped. These initial actions were soon followed by the implementation of our nurture strategies which have operated since, minimising the drop-off rate and maintaining the interest of our customers.
The effectiveness of the structures we’ve put in place meant that we also got the opportunity to work on some physical media for joebloe - an information booklet, packaging and more.
What appealed to joebloe the most about the work we put into their brand was that we comprehensively approached each stage of their buyer’s journeys. Instead of focusing on specific tasks and little wins, we assessed the entire flow and optimised the whole thing at once. This has lead to a continuing relationship with the brand that continues to flourish to today, including plans to handle the development and release of an upcoming sibling brand.