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Case Study

Early Stage CPG Brand Increases Lead Conversion 20x, Revenue 20% with Matcha

Ryan Gaines
CEO, Everly

“I would recommend the Matcha platform to any ecommerce brand that’s focused on accelerating growth.”

In late 2018, sugar-free drink mix brand Everly partnered with Matcha to launch a high-performance blog that could expand their reach into new audiences and on new channels.

Six months in, and Everly’s blog is doing that and so much more.

It’s driving traffic at a fraction of industry averages. It’s generating cost-efficient leads and increasing sales. And it’s even being used to validate audience interest in new products.

Everly’s Results with Matcha

Traffic • Leads • Website Conversions • Ecommerce Sales

Read on to learn how Everly used Matcha to get these results by overcoming some common challenges small ecommerce brands face every day.

About Everly

  • Early stage CPG company: Everly sells its natural, sugar-free drink mixes on their ecommerce store, through Amazon, and in stores.
  • Mission-driven: Everly helps deliver life-saving rehydration salt treatments to vulnerable populations around the world
  • Small team: CEO Ryan Gaines manages Everly’s marketing strategy with a small team

Omnichannel Marketing: When Product Ads Aren’t Enough

Like many young ecommerce brands, Everly’s early marketing efforts were focused on maximizing results from direct response ads.

But doing one channel really well isn’t enough to scale your business for the long-term.

Multichannel marketing strategies result in a 24% increase in conversion rates and 15-30% increase in average customer spend.

Jomer Gregario

Everly needed to find new, inexpensive ways to generate traffic and leads, increase sales, and create memorable customer experiences that go beyond product features and benefits.

Marketing to Different Audiences

Everly’s product appeals to a large and diverse population of people who care about living a healthy lifestyle.

That’s an ideal place for a brand to be.

But for a marketer, it creates some tough decisions. There are a million ways to market to these audiences.

“I think most brands come in with a preconceived notion of who their audience is and what will work well with them,” explains Ryan Gaines, CEO at Everly. “We originally thought outdoorsy millennials would be our target market. Then we learned that health-conscious moms were also buying a lot of our products.”

To achieve their goals, Everly needed to find what messaging, topics, and products would get their audience to click, connect, and convert.

Everly’s goals:

  • Generate more leads and increase sales
  • Quickly identify their most valuable target audiences
  • Test audience interest in new products

How Everly Uses the Matcha Platform to Help Grow Their Business

Everly is a growing brand with a laundry list of initiatives and a lean team to execute against them. So they chose Matcha’s comprehensive Core package to launch their high-performance blog.

With Matcha’s Core package, Everly gets:

  • 4 licensed articles every month
  • 1 custom article every quarter
  • Content curation and strategy
  • Managed paid social media distribution: planning, testing, ad copy, and ad placement
  • Content-powered popups
  • Integrations with Shopify and Mailchimp to measure ROI
  • Content and conversion analytics dashboard, plus quarterly insight reports

Licensed Content: Efficient Fuel for Your Website

Licensed content is content created by a trusted, professional publisher available to use on your own website.

When Everly launched their blog, they needed to publish content about a variety of topics to find what worked best for their audience.

Matcha’s library of licensed content was the perfect tool for the job. There are over 15,000 articles in the library, covering a broad range of topics like fashion, food, fitness, travel and adventure, family, and wellness.

Everly blog screenshot
“Initially, I was a little skeptical about publishing licensed content,” Ryan admits. “But without it, we would’ve missed what’s become an incredibly valuable audience. It’s been really helpful to have a variety of content to learn what topics work with each audience. Now, we can publish more content at a faster pace. It would be cost-prohibitive to do that without Matcha.”

Everly complements those licensed pieces with original articles written by subject matter experts from Matcha’s network of professional writers. Those custom pieces speak more deeply to the Everly brand and cover popular topics that have already proven successful with licensed content.

“Publishing licensed articles taught us what drives results. It makes any custom content we publish so much more effective.”
– Ryan Gaines, CEO, Everly

Social Distribution and Lead Capture

To drive traffic and generate inexpensive leads, Matcha’s advertising team began promoting Everly’s new content on Facebook. By A/B testing the ad copy, ad creative, and target audiences, Everly quickly learned which topics and tactics drove the highest-quality, lowest-cost traffic and email subscribers.

Everly Facebook ad screenshot
Content-based ads offer huge efficiencies over product-only ads. With Matcha’s help, Everly now gets traffic from Facebook at 10 cents a click, about 95% lower than the industry average of $1.90.  

Once those visitors click on a Facebook ad, Everly can convert them to leads using various lead form techniques such as popups. In each case, Everly offers something of value, such as another relevant piece of content.

Everly content-powered popup screenshot
The combination of Facebook ads and content-powered lead generation forms have reduced Everly’s average cost per lead (or CPL) to $2.58 for the month of June, 91% cheaper than previous CPLs.

How Everly Used Matcha to Discover an Entirely New Audience

Access to 15,000 licensed articles allowed Everly to go broad in the topics they published. Then, they used that content to test a variety of health-conscious audience segments against those themes.

Everly blog screenshot
It wasn’t long before an unexpected new audience was exposed.

Facebook ads featuring keto-related content were delivering traffic and leads more efficiently than other content.

“We never set out to go after the keto diet,” Ryan says. “But we learned that a significant portion of our audience is on it. That was a lightbulb moment for us because it gave us a way to tap into something a huge percentage of our audience is passionate about.”

It turns out, Everly’s low-sugar, plant-based drink mixes are a perfect solution for keto followers.

That knowledge informed the creation of a keto-based collection of custom content that perfectly hit the mark with their audience. For example, one article, ‘10 Low Carb, Keto Friendly Desserts,’ generated 137 new leads in just one month at an incredibly low cost of $1.58 per lead!

Not only did Everly find a new, highly-efficient sales funnel, but Ryan now has a repeatable process for testing new audience segments.

“We launched two new products this year: a Calm and a Probiotic drink mix,” he explains. “Concurrent with those launches we published articles relating to those topics. Pieces about meditation, relaxation, gut health and sensitive stomach diet. It has been really powerful to validate our customers’ interests in these topics.”

What’s the effect of all this on Everly’s business?

Everly’s sales have increased more than 20% compared to last year. Almost 22% of their total sales are now directly influenced by their blog.

Summary

  • Everly needed to find new, inexpensive ways to generate traffic and leads, increase sales, and create memorable customer experiences.
  • Their products appeal to a very broad “healthy living” audience, and there are a million ways to market to them.
  • Everly used Matcha’s Core package to publish a blog that helped them quickly identify the highest-performing audiences and topics.
  • Since working with Matcha, Everly’s blog has produced cost-efficient leads and sales and helped them test the market’s interest in new products.

It can be hard to find your niche as a small CPG business that sells online. With performance blogging, brands like Everly can quickly test new market segments, grow their email list, and drive revenue from new channels.

To learn more about how a performance blog can help your growing brand achieve results like Everly, schedule time to chat with our team.

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