01 Dec From humble online store, to $20 Million in 4 years
Nourished Life began as a humble product review site and in just four years, turned over a reported $20 Million in sales through cultivating a huge community of like-minded customers. In this article, I break down some of the ins & outs of how they did it.
But first, if you’re a female and have ever thought about what’s in the bottle of skincare or makeup you’re applying, chances are you’ve heard of Nourished Life.
If you haven’t, Nourished Life was founded by Irene Falcone in 2012 as a way to bring toxin-free beauty regimes to women all around the world.
Irene was fed up with not knowing the ins & outs of what she was putting on her body and after discovering the shocking truth, she set out to research and find the best natural and organic solutions on the market.
I first heard about Irene and Nourished Life from my partner Jess, earlier this year after she was in the market for some more natural solutions and was doing her own research.
I turned to Google to find out more about Irene and the empire she had built and to be honest, I was impressed!
After noticing Nourished Life ads following me around the web I thought I’d sit down and layout how I think their marketing strategy has helped Irene and Nourished Life become so successful.
The Nourished Life Community
Nourished Life’s brand strength lies in its community. It’s a perfect combination of engaging causes with similar characteristics that have laid the base for her business. Irene and Nourished Life has really been the vehicle for bringing all of this likeminded community together.
Nourished Life are also very stringent about the quality of the products they stock on their site. They’ve received over 1,000 reviews on their site and maintain a 4.9 Star rating, testimony to the quality they’ve managed to consistently maintain.
They also have a neat plugin installed on their site that connects directly to Facebook to link the comments and reviews everyone is saying on Facebook. A great way to capitalise on the level of engagement she has on her page.
Where their strength may truly lie though, is in their email database. Subscribers are automatically joined to their NL Club. A loyalty club that includes four different levels as you earn points for purchasing and referring.
You can then claim those points towards purchases. The more you purchase, the further you progress, the better the rewards…you get the picture. It’s a neat way to be able to send specific offers and products based on their purchase behaviour.
- Growing a community to that size takes time and patience.
- Social Media communities are great, but email still works and it’s another touch point that customers trust.
Nourished Life take a ‘value first’ approach to their advertising across Facebook. It’s a fantastic tactic that helps build her brand, authority and trust amongst her niche audience. By creating content that gives something to the user first, they’re more likely to trust and buy from her when an offer comes up that is relevant to them.
The content Irene and her team post include articles and blogs across six main categories of Shopping Guides, Beauty, Food, House, Kids & Books to pretty much cover all aspects of the modern day mum.
It takes a lot of patience and hard work to produce as much content as Nourished Life has, but playing the ‘long-game’ has been one of the keys to their success and massive growth in the past 5 years.
I think it’s a great homage to the roots of the original website that began as just a humble review blog about toxin-free skincare options.
Nourished Life has created A LOT of content. So much so that they now have a quarterly digital magazine that curates the best content and sends it exclusively to their email database first.
It’s all part of a strategy that must be super organised and advanced to be able to deal with the sheer amount of products they stock on their site. When you first arrive on their site you might be somewhat overwhelmed with the categories and types of products they offer so behind it all needs to be a sophisticated system that can serve the right offer at the right time to make sure you capitalise on your marketing dollar.
- Value first. Always.
- Putting that much effort into the quality of content you provide takes guts. You need to set aside any fears you have of being ‘the’ brand they trust.
- Systems will stop potential sales falling through the cracks.
The creative reflects the ‘value first’ approach. Most ads that are currently running include valuable blog posts that can quickly and easily get the user to consume the information.
Like this post about magnesium and the differences between the different uses to help clarify questions, customers may have.
This post is obviously an extremely popular one. It’s been running for nearly a year now and includes 1,277 shares, 1,000 comments and 3,000 reactions resulting in some great organic reach and no doubt lowering the cost per click due to it’s relevancy.
Another tactic Nourished Life has taken is to give personal and honest reviews of products to be totally upfront with customers. This post below reviewing sugar craving release spray explicitly states, “it doesn’t taste great” and “There are also lots of other/mixed reviews on the site about this so read through them”. How much more sincere could Irene be with her customers…not much!
The tactics for her campaigns are interesting. The majority of her advertisements are part of a reach & frequency campaign. R&F campaigns have certain requirements, not available to all advertisers and the objective is purely to get brand awareness.
They’re ideal for land brands that have a major chunk of market share and are purely looking at growing the awareness of the brand through an accurate prediction of how many people they will reach and at what price they’re going to pay.
Reach & Frequency campaigns also have certain stipulations before an advertiser can implement one:
- They must reach a minimum of 200,000 people
- Campaigns can run between 1-90 days
- You can only target one country at a time
- Targeting is limited due to the reach restrictions.
Because of this, these types of campaign objectives are usually reserved for brands that have very large budgets.
There are some ads though, that seem to be aimed at driving conversions. These are predominantly sale or discount based that allow both the advertiser and customer to get a ‘quick win’.
The power of the strategy though lies in the ability to remarket and upsell them to become returning loyal customers.
The help achieve this through some engaging copy in the advertisements that connects them directly to the customer.
Take for instance the copy for the sugar craving spray.
“Unfortunately for me I have always had a sweet tooth and honestly part of me didn’t want to use this spray because I actually enjoy eating chocolate and the odd donut too.”
Immediately this plays into every person’s psyche that has ever eaten something sweet and enjoyed it. And who hasn’t? I mean, basically all her customers can directly relate to her personally with this copy.
She then goes on to say:
“But deep down I knew it was playing havoc on my gut, my skin and makes me bloated”
Again, she connects with customers on an emotional level and brings to life the feelings we’ve all no doubt had before when indulging on a bit too much of the sweet stuff.
It’s how she then turns this into a positive though with a smart way to position herself:
“I tried it over the weekend…I just sprayed it straight onto my tongue and no it doesn’t taste great, but it is totally bearable. I can truly say this stuff worked for me, I just didn’t feel like eating the sweet afternoon tea….and really don’t feel like having dessert. I feel like I am in control and I feel pretty good about it.”
I love this tactic in copy. It positions herself as the ‘accidental hero’. A Good vs Bad triumph! The person that actually liked sweet treats but knew it was good for her (the bad) so she took one for the team and tried it for everyone on their behalf. Surprise, the results work! (the Good)
I’m certain she didn’t try to trick people into trusting her using this tactic and it came from a good place but the method is brilliant and the interactions speak for themselves. 1.4k comments, 160 shares and 1.1k reactions.
I also came across ads in different formats that have their own benefits for brand awareness and to deliver a message in different mediums.
One thing that stood out with Nourished Life’s Facebook Ads was they never spoke about the expected benefits or before and after results from using the products. Other businesses in the health & wellness industry can often struggle with this but it is against Facebook’s Advertising policies to promote before or after images or promote unexpected results. Surprisingly, many businesses often get their ads or accounts disapproved for not abiding by this aspect of Facebook’s Policies. Clearly though, Nourished Life wouldn’t face this difficulty with their approach.
- Good copy is invaluable.
- Test mediums to see what works for your audience.
- Be aware of Facebook’s Ad policies.
Nourished Life reportedly turned over $20 Million in 2016 and is on track to grow to more than $30 Million in 2017.
It’s phenomenal growth from a humble store that Irene Falcone kicked off with just $100 in October 2012.
It hasn’t come about without hard work though and a thoroughness that has set Nourished Life apart in the natural and toxin-free health & beauty industry.
By producing valuable content that empowers and connects with their customers, Nourished Life has nailed the key element to a successful Facebook Advertising strategy.
Expect Nourished Life’s marketing to grow in the future, they were acquired by BWX limited in September of this year. BWX have helped grow other natural skincare brands like Sukin to household names. With their backing an extra resources dedicated to Facebook Advertising, you can expect Nourished Life to outgrow their Australian roots and expand to continents all over the world. Something that Irene, and her team, should be very proud of.
DISCLAIMER: I have no association with Nourished Life or Irene Falcone. This review has been completed using publicly available information on the Internet. If you would like to get in touch to discuss a similar strategy for your own business, you can contact me here.
Subscribe to be notified about our latest blog posts and Facebook Advertising case studies just like this
How can you use Messenger Bots to drive members at Gyms & Fitness centres? Find out more in this article I contributed to
Building a business on Facebook, can it (still) be done? We're going to put it to the test in a new series launching a brand new business
Here are some Facebook Messenger Bot Examples that you can use in your business and various industries. We regularly add to this list with new ideas
What is the ideal audience size for Facebook Ads
What do the Queer Eye Fab 5 have to do with Facebook Advertising? We’ll show you!
Facebook has again made a suite of changes to their platform with new features
Facebook now lets everyone see every active Facebook ad a page is using, regardless is you’re in their audience or not
Facebook Ad benchmarks and metrics that you should be paying attention to for successful campaigns
How to secure your first Facebook Ads client and grow your Facebook Advertising business
We’ve compiled this handy resource guide that presents the information we’ve compiled about the GDPR and how it affects businesses that market online, particularly on Facebook.
Catch up on the latest Facebook Advertising Updates for March 2018, including the latest on Facebook's Privacy breaches that affect Facebook Advertisers
These funnel templates are a great start and they’re ideal if you just don’t know how to lay out a system that allows you to be in front of the right people.
These are my Facebook Advertising Predictions for 2018. There are three key areas I can see Facebook focusing more on into 2018 and beyond.
This article covers some of the major Facebook Advertising changes that have impacted advertisers in 2017
The past month has been a big month of updates for Facebook Advertising Updates towards the end of 2017
In this article, I break down how I name Facebook Ads and arrange all levels of a campaign so I can easily keep track of their results.
In this article, I’m going to cover how you can speed up the impact with Facebook Advertising campaigns to start getting a return faster.
I review Nourished Life's Facebook tactics and how they went from humble online store to $20 Million in sales in 4 years.
Explore the latest Facebook Advertising Updates to stay on top of changes that affect you as an advertiser.
A list of key Facebook Advertising resources we use to help manage and succeed at Facebook Advertising each day.
How to optimise your Facebook® campaigns properly with the right data, the right information and tools you need to get results
Facebook Advertising Case Study, how we delivered a 2x return on ad spend and a 20% uplift in clients for a local yoga studio.
Find out how to customise Facebook Ads Reporting and filter the columns so you can determine the numbers that matter.
I believe that you always need to keep learning so I’ve listed my most popular resources and blogs that we learnt from when I first started, and continue to learn from today.
Creating a Facebook Advertising Funnel helps move customers from a cold audience towards the point that they’re ready to purchase.
Facebook now offers a Store Visits objective allowing physical based businesses to target people that are most likely to visit your store
Discover how to find the right audiences to target your Facebook Advertising campaigns so they are most likely to convert
How to take the social proof on your Facebook posts - the likes, comments and shares; and make sure you optimise them in your ads strategy.
Facebook Analytics is a new feature for businesses to get more analysis of not just their ad performance but of ALL your website visitors.
How do you determine how much you need to spend on Facebook Advertising and how much they cost so you can budget for your Facebook Advertising Campaign
At this upcoming event, we’ll take you through the steps we take with clients for Facebook Advertising and how you can make the most from Facebook Live.
I was recently interview on the Vegan Business Media podcast about all things Facebook Advertising and Facebook Marketing
We cover how you can generate business and drive a closer relationship with your customers using Facebook Messenger and automated messages.
Facebook Collections is an ad unit that features products below the image or video. In this article, we show you how to set up Facebook Collection Ads
Have you wondered how you can utilise Facebook Offers? In this article, we cover the steps on how to setup a Facebook Offer.
It’s easy to quickly run up a hefty Facebook Ads bill, follow our in-depth steps to setting up Facebook Ads that are successful
You’ve decided to go live on Facebook, but what do I talk about? Here are some Facebook Live Ideas you can use in your own business.
How to create social media content for businesses that are in ‘boring’ industries. Because not everyone has an exciting product to promote.
We answer the question of all people that are skeptical of Facebook Ads and how they can give their campaigns the best chance to be successful
Find out if this is the right webinar for you and how it can impact your business. Finding Social Media Content
Don't Risk The Success Of Your Social Media. Consistently find content that gets a response from your customers and produces results for your business! Join the free webinar now to find out how
What if you could use your resources and talents more effectively to get the MOST out of a single piece of content?
Do you know where to look for new posts to publish on social media? In this blog post we outline 6 areas we always look to provide fresh content.
There are reasons and then there is the reality. I'm here to help provide solutions for road blocks you have when finding content for social media
The sweet spot for Facebook advertising is when you can re-target your custom audiences to starting seeing some amazing results from your Facebook advertising.
This article will help you find the right social media agency for your business so you can get results from a knowledgeable expert.
Check out our list 13 Free Facebook Resources you might not have got around to checking out yet and could have a BIG impact on your business
You only have to look at the current stats and usage of Messenger to see that it’s making a big impact in how people are communicating. Find out more.
Choosing the right objective for Facebook Advertising has the potential to make or break your campaign. Make sure you’re not wasting money by choosing the one that is right for you.
Introducing our brand new online training course how to manage your Social Media in 20 minutes each day
Facebook Groups could be solution that could be right for your small business is to create deeper engagement with your customers
We profile Co-Schedule, a Social Media management tool that helped cut the time it took to manage social media in half
It’s a proven fact that Pinterest is one of the best platforms when it comes to converting your fans from just browsers to paying customers.
Whether it be a brand new or just expanding on your current channels, starting social media on a new platform is a critical decision. Take these steps to ensure your success
Facebook Canvas Ads provide an immersive experience to allow companies to showcase their products and tell their stories all in the one area. Find out more.
Facebook Lead Ads can provide a seamless method to gather qualified contacts and leads for your business. Find out more.
The key to your Facebook Advertising strategy is simple, easy to implement and once it's done it will completely change how you look at Facebook Advertising
What goals have you set for your Social Media Strategy in 2016? Perhaps venturing in to a new Social Media channel might be one. The question is, which one?
How to successfully use questionnaires in your business. Steps to design, capture and use valuable marketing insights for your marketing strategy
How many times have you seen offers on Facebook telling fans to share a post to win a weekend away? Or tag your best mate to win a prize pack? Chances are you’ve seen them and have been tempted to a) Enter it, or b) post a similar one to your business page.
The biggest opportunity that Facebook provides to marketers as it grows is the ability to tap in to the detailed data they have on it’s user base.
We’ve all seen the big blue tick on celebrities or major brands pages and wonder, how can we too get one? We’ve got some good news. Every small business page out there can get themselves a tick of verification.
Christmas day can get hectic. So the last thing you want to do is be rushing around last minute trying to plan content for your social media channels. Be on the front foot with these tips.
Picture this: You go and browse a gift for Christmas and then WHAM! it’s sitting in your newsfeed offering you an incentive to come back and purchase.
Got some down time over the holiday period? Why not kick back with an insightful tome to get you excited and ready to attack 2016! Here are 8 suggestions of books we’ve read, recommend and think every Social Media Marketer (that’s you) should read.
If you’re a small business and also a mad superhero when it comes to doing everything for it, chances are you’re in need of a break when it comes to the Christmas and New Year break.
Engaging with your fans and running competitions on social networks is becoming easier than ever. With both Twitter and Instagram now allowing access to chat back and forth with fans via private message means that not only can you swap information about the competition details, it means you’re allowed a more intimate chat with your customers.
Facebook verification is now open to all business pages with a physical location. Find out how to do it in 3 simple steps with this live screencast
Taking the time to focus on social media scheduling means you will save time, be able to promote your business to a wider audience & gain new followers. See our tips for why scheduling can be a game changer for your business.
Periscope is the new social media channel currently taking the internet by storm and has a number of benefits for small businesses.
It’s had a complete overhaul. With extreme competition from Facebook and Twitter, the grand plans for Google+ never really worked out they way they would have hoped - but that’s not to say you should be giving up on Google forever.
We’re constantly getting asked what is the best way to manage an Instagram presence with a limited amount of time. We’ve tested most tools for Instagram and compiled them in to an easy to read summary and analysis.