BI 345: How This Product Had a Six-Figure Launch on Social Media

On the Bright Ideas eCommerce podcast, Trent Dyrsmid interviews today's most successful eCommerce, Agency, and SaaS founders and gets them to share all their most effective strategies and tactics for growth so you can quickly figure what you need to implement in your business today to get ahead of your competition. If you are looking for proven methods to scale up your eCommerce business, increase efficiency, improve your systems, and delegate more, this is the podcast for you. eCommerce, automation, outsourcing, standard operating procedures, workflow management, search engine optimization, social media, podcasting, Facebook, Twitter, YouTube.

Episode Highlights

[3:16] — Brian introduces himself and his company, Posted Social

Brian is the CEO and owner of Posted Social.
Posted Social is a digital marketing company specialized in eCommerce sales through social media advertising and B2B lead generation.

[4:25] — Brian introduces their recent product launch, the Hurt Skurt

The Hurt Skurt is an ice pack sleeve that has compression built into it. It can easily slide onto your arm or leg and stay in place.
People can use it for postoperative rehabilitation or everyday knee or elbow pain.
The Hurt Skurt’s 30-day trailing sales after its product launch was $130,000. Currently, the product’s trailing 30-day sales already increased by 20%.

[6:54] — How did Posted Social and Hurt Skurt start to collaborate?

Brian's partner in another business held a pitch event, where the inventor of Hurt Skurt pitched a wine bottle cooler. Brian's partner suggested using his items on people's bodies instead.
Posted Social focused on building traction through advertisements and Amazon before the product launch of Hurt Skurt on social media.
The leading demographic of Hurt Skurt is 45- to 55-year-old females.

[9:06] — Creating an eCommerce campaign for Hurt Skurt

Posted Social did not have a previous customer history with Hurt Skurt, so they had to start from the ground up.
The best-performing assets for their ads are ten second-long cellphone videos.
Posted Social collected data and tested different audiences on Facebook to find their buyer. After that, they used that look alike data from purchases and tracked them.
Currently, their highest return is on ad spend, where they are working on retargeting audience.
Hurt Skurt is not the type of product that takes time to decide a purchase. Nonetheless, Posted Social still tried a funnel.

[17:39] — What are the best practices in scaling up the ads for an eCommerce campaign?

They duplicated their ad campaign after they hit a plateau with their previous ads.
The offering was hindering the performance of their ads.

[20:31] — Learning opportunities from Hurt Skurt's eCommerce campaign

Focus on selling to a specific demographic, your sure-paying customers.
They learned that you have to spend a little money to keep learning.

[22:08] — Channel expansion

This month, Hurt Skurt is finally going to be on HSN. Thanks to having one all-star entrepreneur for HSN partner and to having a product that fits HSN's crowd of 58-year-old females is that they were able to get in.
Expanding to Instagram is not fruitful, so they are focusing on Facebook through the holiday season.
They created an Amazon account three months prior to the Facebook product launch. Instead of going to their website, people search for the product on Google and buy on Amazon.