Hi there,
Really happy to give you some initial thoughts and guidance on scaling your water-free cosmetics brand. It sounds like you're doing well with organic growth, which is a great foundation. Now, let's look at how to build that "solid, repeatable paid acquisition funnel" you mentioned, keeping a close eye on customer acquisition cost (CAC).
We'll need to look at ad platform selection first...
The platform is absolutely paramount. You're selling to "conscious consumers interested in sustainability". That gives us a few clues. The usual suspects like Facebook and Instagram might work, but they can be a bit broad. You'll need to be precise with your targeting there, layering interests like "eco-friendly products," "sustainable living," "zero waste," etc. And don't forget to test different creative angles – focus on the water-free aspect, the sustainability benefits, and the overall quality of your products.
I'd say you should explore Pinterest too. It’s a very visual platform, perfect for showcasing cosmetics, and it tends to attract a more engaged audience. Think high-quality product photos, lifestyle shots that highlight the brand's ethos, and maybe even some educational content about the benefits of water-free cosmetics. The key is creating content that resonates with your audience and encourages them to click through to your website, remember to target the right audience though or you'll be wasting money.
And then there's TikTok. It's huge, but it can be tricky to crack. The key is creating short, engaging videos that capture attention quickly. User-generated content can work really well here – think customers showcasing your products, sharing their experiences, and highlighting the brand's sustainability efforts. Plus, TikTok's algorithm is pretty good at surfacing content to the right audience, so it's worth experimenting with different hashtags and targeting options.
I'd say you should consider influencer marketing next...
Influencer marketing is another avenue to explore, especially given your target audience. But, as someone who has seen this go wrong a lot - don't just go for the biggest names. Micro-influencers (those with smaller, more engaged audiences) can often be more effective, particularly on platforms like Instagram. We worked with a sustainable clothing brand last year, and they found micro-influencers to be more genuine and relatable, resulting in higher engagement rates. Just make sure you do your research and find influencers who genuinely align with your brand's values and aesthetic.
When working with influencers, it's really important to track your results. Give each influencer a unique discount code or referral link to use, so you can track the sales they generate. This will help you measure the ROI of your influencer marketing efforts and identify the most effective partnerships.
You probably should not neglect your website and funnel...
It sounds obvious, but don't neglect the basics. Before you start pouring money into ads, make sure your website is up to scratch. Is it easy to navigate? Does it clearly communicate your brand's values and benefits? Are your product pages optimised for conversions? A slow, clunky website will kill your conversion rates, no matter how good your ads are.
A streamlined checkout process is also crucial. Make it as easy as possible for customers to complete their purchase. Offer multiple payment options, provide clear shipping information, and make sure your website is secure. Anything you can do to remove friction from the buying process will help to improve your conversion rates.
And think about long-term engagement. Don't just focus on getting the initial sale. Capture email addresses, offer loyalty rewards, and create a community around your brand. This will help you build lasting relationships with your customers and turn them into brand advocates.
You'll need to think about tracking and optimization after
The key to success with paid acquisition is constant tracking, testing, and optimisation. Set up conversion tracking in Google Analytics (or your preferred analytics platform) and closely monitor your key metrics: cost per acquisition (CPA), customer lifetime value (CLTV), return on ad spend (ROAS), etc. This data will tell you what's working and what's not.
Don't be afraid to experiment with different ad creatives, targeting options, and landing pages. A/B testing is your best friend. Try different headlines, images, and calls to action to see what resonates best with your audience. The more you test, the more you'll learn about your customers and what motivates them to buy.
Remember, paid acquisition is a marathon, not a sprint. It takes time to build a solid, repeatable funnel. Don't get discouraged if you don't see results immediately. Keep testing, keep optimising, and keep learning.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Ad Platforms | Prioritise Pinterest, test targeted ads on Facebook/Instagram, and experiment with TikTok using UGC. |
| Influencer Marketing | Focus on micro-influencers on Instagram. Track results with unique discount codes or referral links. |
| Website & Funnel | Ensure a fast, user-friendly website with a streamlined checkout process. Capture emails for long-term engagement. |
| Tracking & Optimisation | Set up conversion tracking, monitor key metrics (CPA, CLTV, ROAS), and A/B test everything. |
These are just a few initial thoughts to get you started. Scaling a water-free cosmetics brand can be a challenge, but with the right strategy and execution, you can build a successful paid acquisition funnel. It can be tempting to try to do this all yourself, but you can end up wasting money on ads that don't work and on creative/copy that doesn't convert.
If you'd like to discuss your specific situation in more detail and explore how my team and I can help, feel free to book in a free consultation. We can review your current strategy, identify areas for improvement, and develop a custom plan to help you achieve your growth goals.
Regards,
Team @ Lukas Holschuh
