HUM Nutrition Live Audit and Recommendations With Matej Draksler

Here’s a glimpse of what you’ll learn:

• [1:16] Why stagnated growth isn't always a bad sign
• [3:51] Essential website elements for boosting customer engagement
• [6:39] How to craft compelling product page headlines
• [9:17] Instagram content strategies that captivate and convert
• [10:20] The art of seasonal content for increased engagement
• [12:43] Why is video content crucial for Meta Ads?
• [17:16] Actionable strategies to revitalize brand growth

In this episode…

Despite having a solid foundation with its innovative approach and clean ingredients, a well-known skin and hair health brand struggles to maintain an upward trajectory. How can the brand renew its approach to online marketing to foster short- and long-term growth?

Growth marketer Matej Draksler delves into HUM Nutrition’s performance and marketing strategies, noting that while the company’s website receives up to 400,000 monthly visits, growth has stagnated over the past three months. He highlights a key issue in the brand’s paid search budget: prioritizing branded campaigns that capture existing demand rather than drive new customer acquisition. Matej suggests immediate webpage refinements, observing the absence of vital user-generated content like customer reviews and video testimonials, which could significantly boost conversions. In addition, while the company has a robust social media presence with nearly 300,000 followers on Instagram, its TikTok account falls flat due to repurposing content rather than creating TikTok-specific content. By adjusting its approach to include best practices and engaging content, the brand can leverage these platforms for substantial growth.

In this episode of The Winning Strategy, Lucian Armasu chats with Matej Draksler, COO of AdsLux, about strategies for revitalizing brand growth. Highlighting a case study of HUM Nutrition, they provide insights on effective ad spend, the importance of strategic social media content, and leveraging customer-generated content to enhance conversion rates. Tune in for insights on crafting compelling headlines for product pages and boosting Meta Ads through video assets.

Resources mentioned in this episode:

• Lucian Armasu: LinkedIn | X  
• AdsLux
• Matej Draksler on LinkedIn
• HUM Nutrition

Quotable Moments:

• "Most of the budget that goes to brand search campaigns is usually a waste of money."
• "They have great video content on Instagram, but they're not really utilizing those assets for Meta Ads."
• "Videos that do well on TikTok may not necessarily be the ones that also do well on Instagram."
• "If they really want to grow on TikTok, they should test and optimize content specifically for TikTok."
• "They need more powerful product headlines or subheadlines to increase their conversions."

Action Steps:

1. Focus on optimizing above-the-fold content: Including a brand's unique selling propositions (USPs) and social proof above the fold can immediately capture a visitor’s attention and build trust.
2. Enhance product page headlines and claims: Strong product headlines and validated claims can communicate value and authenticity effectively, encouraging conversions. 
3. Experiment with Instagram thumbnails and seasonal content: Optimizing thumbnails and creating timely content can boost engagement by making posts more enticing and relevant. 
4. Create TikTok-specific content: Tailoring content specifically for TikTok can help brands leverage the platform's unique algorithm and audience preferences. 
5. Leverage video content in Meta Ads: Using video content in advertisements can engage audiences more deeply by conveying a compelling story or demonstrating product benefits.

Sponsor for this episode...

This episode is brought to you by AdsLux, a strategic growth partner empowering seven- and eight-figure e-commerce brands to scale up to $50-$100M annually.

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