Transforming Real Salt’s Digital Customer Acquisition Strategy

Chances are high that you’ve eaten Real Salt before. Mined from a salt deposit in Utah, Real Salt lives up to its name - it’s salt that’s actually real, and not something created in a lab.

Real Salt is owned by Redmond, a group that owns several great brands in the food space. They are big in the healthy eating space and popular among groups like Keto and those familiar with the Carnivore Diet. Despite their success in wholesale and retail, the team at Redmond wanted to build their direct-to-consumer (DTC) business and drive more purchases from their website. They were running into issues making customer acquisition profitable and turned to Feels Like Friday for help.

The Challenge - Enhancing DTC Strategy

Redmond’s in-house media buying and marketing team was talented, but they needed the tools and strategies to crack the customer acquisition cost (CAC) code. The goal of working with Feels Like Friday was to empower their existing team with effective tactics to build an engine for acquiring new customers through digital channels like Meta, Google, and social media.

Identifying Opportunities

Our collaboration began with a thorough audit of their existing Meta and Google accounts. We identified several opportunities for immediate improvements and discovered key insights. One significant finding was that a large amount of spend was being wasted on conversion campaign objectives like video views, traffic, post engagement, and brand awareness, rather than focusing on direct conversions.

Training and Strategy Implementation

We then trained the Redmond team on all things Meta, focusing on this channel as the most cost-effective for new customer acquisition. Our training covered both basic principles and advanced tactics to ensure a comprehensive understanding.

Creative Analysis and Optimization

We walked through the specific creatives that were performing well and those that weren’t, explaining the reasons behind their performance. Additionally, we demonstrated what other top brands in their space were doing successfully, providing valuable benchmarks.

Conversion Strategy Enhancement

Our training also included conversion strategies for their website. We advised on which pages to drive traffic to, which ones to avoid, and how to structure their landing pages for maximum conversions. These insights were crucial in optimizing their customer journey from ad click to purchase.

Campaign Launch and Execution

Finally, we collaborated with their team to launch several campaigns. These campaigns, backed by our training and strategy, ended up being some of their most successful to date, significantly improving their customer acquisition efforts.

Conclusion

Our work with Redmond’s Real Salt brand showcases the impact of a strategic, hands-on approach to digital customer acquisition. By identifying key areas for improvement, providing comprehensive training, and collaborating on campaign execution, we helped transform their DTC strategy and achieve remarkable results.

If you know a brand struggling to figure out digital customer acquisition, we’d love to help!

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