As a direct-to-consumer brand, there are a million and one ways you can spend your time (and money) growing your online business. This means it often becomes challenging to know where to start or where you will get the most bang for your buck.
The eCommerce world’s modern-day legends often speak about the 80/20 rule; 80% of your business should come from about 20% of your customers. Ok, that’s great, but how do you find out who your top 20% is and even more so, how do you find more people like them.
The first step is getting a clear understanding of your customers, how much they spend, how often they return, etc. Depending on your product(s), you will be able to discern who your top 20% are based on repetition and total revenue. You want to find the people who repeat buy and repeat buy at the highest price point. These are your top 20%.
So how do we find more people like them? Depending on how many there are, you can do things such as build a value-based lookalike audience on Facebook and promote your best-selling products. Or create an email marketing strategy that upsells your one-time buyers into two-time, three-time, etc. You can send out a survey to these customers and ask them why they love the products or the brand and then build content based on their feedback.
The key is first to identify who the top 20% is, discover WHY they are there, and then use that to find more people like them. In today’s world, advertising costs continue to climb, and acquiring customers, profitably is becoming more and more of a challenge. If you can gain more high-value customers, not only can you win on the front end, but more importantly, you can win on the backend by building a business that serves the type of customers you want and needs to grow and scale.