Famme moved from selling mostly B2B to mostly D2C in late 2020. That has forced us to focus more on marketing, as we can only grow if we sell through our own channels when we cannot rely on wholesale.
- Facebook ads ecosystem, which also includes instagram and whatsapp (owned by Facebook)
- Snapchat ads and snapchat account @fammesportswear
- Google ads, Google search, shopping and display. We use Kelkoo as CSS (comparison shopping partner) for Google shopping
- Microsoft ads, Bing search
- Adtraction, affiliate marketing. Connecting us to publishers
- Instagram @famme account
- Facebook groups, where the biggest is our product development group. We also have an international product group and secondhand group.
- Email markeing using Klaviyo
- Push notifications using the “Push owl” Shopify app
- Famme product blog
Outbound marketing refers to intrusive promotion such as print ads, TV ads, cold calling, and email blasts. This marketing method is called “outbound” since the brand is pushing their message out to all consumers to spread awareness — whether they are in need of it or not.
Our facebook/instagram ads and email marketing can categorized as being outbound marketing.
Through our blog we do inbound marketing by driving potential customers to our website.
One thing we can improve here is to add an embedded email signup in the middle of the article like Shopify does on most of its blog articles.
We need to constantly analyze: What blog articles can drive traffic that is most likely to buy the products we have.
A rule of thumb can be that if we cannot link to a relevant product / collection in our store, the article is probably not worth writing. In this case relevant to the user’s search. The aim is to actually help people find what they need.
Search engine marketing
PPC - pay per click
Google and Bing ads are some of the largest player’s offering PPC marketing. Advertisers pay per click on the search ads, it is thus crucial that we send visitors to a page that is most likely to convert the customer.
- A customer searching for jeans should be sent to a jeans collection or article explaining the benefits of our jeans.
- Search for leggings -> Leggings collection
- Person searching for similar brand (brandjacking) -> Show products of similar items + introduce our brand and the benefits
The more relevant your website is to a search term, the less you pay per click. This is related to ad quality.
Bidding on your own brand term is recommended by some advertisers to “protect” your brand. But it is not an undisputed advise, and there are disadvantages to bidding on own brand term. In addition to the extra cost, it can screw up statistics. Google and agencies also have a “perverse” incentive to recommend it, as it looks like you earn a lot, without necessarily earning “anything” if the customers had bought from you anyways.
One of the most important metrics is CPC = cost per click:
SEO is a marathon, i.e a longterm game. Writing quality articles over time relevant to your product/services is key.
In addition to creating content, there are other technical aspects of your site that Google evaluates when ranking pages:
- Mobile friendliness (responsive website)
With regards to the content, it must:
- Be well structured
- Have logical internal linking
- Include relevant keywords
More about SEO in our SEO blog post
Social media marketing
We are mostly active on Instagram and snapchat. We also have Linkedin and Pinterest, but there is 0 or few sales driven from those channels.
We do, as of this writing, have an almost dead Youtube channel
Klaviyo, our email marketing system, integrates with Shopify in several ways. Data is synced between the two systems:
- Customer data
We use forms from Klaviyo, both embedded and popup.
Two tracking snippets have been added to our Theme code:
Flows are automatic emails based on conditions:
- Send an email if 90 days has passed since the last order
- Send an email if the cart is abandoned etc.
You do not want to send the same email to everyone. Segmenting allows you to create a list of people from your total subscriber list based on rules. Common segments:
- Segment by country: Norwegian customers
- Segment by sales data: Customers that have placed two orders
- Segment by activity: Customers that have been active on site for the last 3 days
Campaigns are sent out to segments.
As always, attribution is hard, but email is definitely something we earn money on:
Famme’s influencer system is performance based.
Reaching out to a lot of publishers can be tiresome, thus a lot of businesses use affiliate networks like Adtraction to handle the collaboration with publishers.
Here you can see an example of the affiliate studentkortet.no being attributed the sale of order 110093:
Word of mouth marketing
We have one of the best quality/price you can find on the market, so word of mouth is probably something that drives a lot of traffic, our returning customer rate is also very high, which implies that people are happy with the products and can recommend them.