Most ecommerce health companies struggle with high customer acquisition costs and low LTV. But you don’t have to.
The Fractional CMO for ecomm health companies
Hi, we’re Nexus12, and we’ve been working in the ecomm health and fitness space since 2012. We know this space intimately because our businesses have generated $40M over a few short years. But we’ve learned not all companies are as fortunate, and there are a few key reasons why...
You see, most ecomm health companies don’t address these issues:
- No effective strategy - most operate on a campaign to campaign basis without a comprehensive site-picture on where they are going.
- One legged/ No legged - the majority of businesses in this space have one successful channel or they are out looking for meaningful traction. This can leave you very vulnerable and limit growth.
- They lack the marketing expertise needed to lower CPAs - customer acquisition costs are rising rapidly. Without a system for addressing these costs, businesses forfeit profit and/or risk not making it in the long run.
With a Fractional CMO, those issues become opportunities. Here’s what you could accomplish instead…
- Dominate your niche and impact the most people by executing a winning strategy with intentionality and precision
- Reduce risk and financial pressure by expanding viable marketing channels and improving backend profits and monthly recurring revenue.
- Make a crap-ton of money and gain massive market share by acquiring customers at a cost most ecomm, health and fitness companies only dream of.
We’re here to help you amplify the positive impact your company has on the world…and make A LOT of money doing it!
At Nexus12, we’ve been founders of, and marketing consultants to, some of the top companies in the ecomm health & fitness space. We know exactly what’s keeping you up at night right now because we’ve tossed and turned over the same things.
It’s how we can say with such high confidence that you don’t need another agency, marketing course, or “magic bullet” tactic. A much better option is a professional, executive-level marketing partner who is ready to jump in and do the “heavy mental lifting” required to drive results.
What is it like to work together?
Results
We are responsible for all your marketing outcomes. We build the strategy and lead the team. Each month & quarter you’ll see reports on what’s happening and the plan for the next quarter.
No Egos
We are a highly pragmatic, data driven-team. Winning and getting you results is far more important than being right. After being in the military and playing high level sports, we are extremely unoffendable.
Candor
Too many people are willing to tell you what you want to hear. We are highly committed to candidly (but diplomatically) telling you what we believe to be true, even if it’s contrarian at times.
Systems
We think in systems. When something isn’t working or failed to get a desired result, it doesn’t mean the person running it is bad… it means the system needs to be fixed. We love making systems run smoothly.
Case Studies
Increased health supplement and info business from $243k (and falling fast) per year to $4.8M in 2.5 years.
PROBLEM: This business was in a free fall (trending toward much less than $243k) after the google adwords account was suspended. Google was their only front end marketing. Current owner had some success in marketing to existing customers but no new products or channels.
SOLUTION: Took current winning products to new channels and a much bigger demographic. Then rapidly developed new niche-attractive products to launch to existing customers (fitness space is very driven by “new shiny”).
RESULT: Totally revived a dying business and 20X’d revenue in just over 48 months. Also drove annual Net Income from 0-5% to over 25%-30%. Campaigns from that time generated 2.5 – 4 ROAS for over 6 years!
Reduced break-even timeline for leading kitchen brand by 60 days!
PROBLEM: A brand in the kitchen space wanted to bring their breakeven from 90 days to under 60 days. A previously successful campaign had been performing below required metrics for several months. Testing up to that point was not able to beat the under-performing control. Without imminent breakthrough, the campaign was going to be shelved and the product used only as a congruent upsell or backend offering.
SOLUTION: Our solution featured three main changes to their campaign:
- After digging into their funnel stats, we found they were only successfully processing 60% of attempted orders. We adjusted merchant processing to use one provider on the front end and a different provider on the backend.
- Rapidly tested offer adjustments to find optimum font and backend ROI
- Adjusted ad messaging to reduce overall CPA
RESULT: Fixing the merchant processing yielded an increase to 95% successful orders. Combined with the other two changes, we reduced the break even time from ~90 days to ~30!
Leading brand in the kitchen space reduces break-even timeline by 60 days.
PROBLEM: A brand in the kitchen space wanted to bring their breakeven from 90 days to under 60 days. A previously successful campaign had been performing below required metrics for several months. Testing up to that point was not able to beat the under-performing control. Without imminent breakthrough, the campaign was going to be shelved and the product used only as a congruent upsell or backend offering.
SOLUTION: Our solution featured three main changes to their campaign:
- After digging into their funnel stats, we found they were only successfully processing 60% of attempted orders. We adjusted merchant processing to use one provider on the front end and a different provider on the backend.
- Rapidly tested offer adjustments to find optimum font and backend ROI
- Adjusted ad messaging to reduce overall CPA
RESULT: Fixing the merchant processing yielded an increase to 95% successful orders. Combined with the other two changes, we reduced the break even time from ~90 days to ~30!
14x sales for Fitness Device business in 90 days.
SOLUTION: Rapidly revamped the offer to include new packages, pricing and compelling MRR. Setup new fulfillment in China.
RESULT: New offer packages and pricing increased lifetime value 2,497% (before even including any email follow up). New fulfillment setup took total delivery time down from ~35 days to 7 – 10 days, but still kept the big advantages associated with the dropshipping-like model (lower inventory buys, rapid product testing, etc.) Reduced timeline to get new inventory to fulfillment center from 60 days to 5-7 days.