Grow with Evergreen | Paid Media and Marketing Podcast – Details, episodes & analysis

Unlocking Red Light Therapy's Potential: A Business Journey

Today on the podcast, we're exploring a business focused on red light therapy. If you're not familiar with it, don't worry—we'll break it all down, including the marketing challenges this business faces in a now crowded market.

The Business Landscape: From Blue to Red Ocean

A few years ago, this business thrived in a "blue ocean"—a market with little competition. Now, the market is crowded, bringing new challenges that they’ve come to us to solve.

What is Red Light Therapy?

We spoke with Brian, the business owner, to learn about red light therapy—a treatment using specific wavelengths of red and infrared light to stimulate energy production in cells, offering benefits like pain relief and improved skin health. Brian's company sells devices for at-home use, which was a big advantage when he started in 2017. However, competition has since intensified.

The Marketing Challenges

Despite early success, increased competition has led to market share loss. Key issues include:

• Facebook Ads Tracking Problems: Attribution issues wasted budget, leading to ad shutdown.
• Google Ads Inefficiencies: Poor performance from previous agencies hampered results.
• SEO Shortcomings: Changes in Google’s algorithms have led to missed organic traffic opportunities.

Knowing Your Numbers

Brian aims to grow his business from £500,000 to £1 million within a year, but achieving this requires a clear plan and understanding of the numbers. This includes:

• Product Innovation: Understanding how new features impact sales and order value.
• Channel-Specific ROI: Ensuring each marketing channel delivers a clear return on investment.
• Data-Driven Decisions: Using tools like Google Analytics 4 (GA4) to gather accurate data on traffic and conversions.

Content and Education: Key to Selling High-Ticket Items

For a relatively new product like red light therapy, education is crucial. Brian needs to build trust and authority by educating potential customers on its benefits, rather than relying solely on direct sales.

By focusing on business fundamentals and a scientific approach to marketing, Brian can reclaim lost market share and continue to grow. Here's to his journey—may it shine as brightly as the red light his products emit!

*** Grow with Evergreen podcast: 👉 ⁠https://shorturl.at/X1WJ4⁠ T.E.A Talks: 👉 ⁠https://shorturl.at/oxIXm⁠ Evergreen Uncut: 👉 ⁠https://shorturl.at/oxIXm⁠ ** You can discover more about Evergreen here: ✅ Website: ⁠https://theevergreenagency.co.uk/⁠ ✅ LinkedIn: ⁠https://www.linkedin.com/company/theevergreenagency/⁠ ✅ YouTube: ⁠https://www.youtube.com/@theevergreenagency/⁠ ✅ Instagram: ⁠https://www.instagram.com/theevergreenagency/⁠ ✅ TikTok: ⁠https://www.tiktok.com/@theevergreenagency/ #home #garden #lifestyle #brands #ecommerce #digitalmarketing #attribution #paidmedia #creative

Scaling a bespoke kitchen business: A strategic marketing Approach

In today’s episode of the "Grow with Evergreen" podcast, we’re diving into a fascinating conversation with Brandon, the owner of a bespoke kitchen-making business based in Essex. Brandon's business, known for its high-quality, custom-made kitchens, is doing well with an annual turnover of about £800,000.

Brandon’s business has primarily grown through referrals, partnerships with architects, builders, and interior designers, and a small percentage of direct clients from their website and social media. However, with the economic downturn affecting his partners, Brandon has seen a corresponding dip in his incoming projects. He’s ambitious and sees potential to significantly grow his business, but he’s unsure how to attract more direct clients.

To scale the business effectively, Brandon needs to shift from a reliance on referrals to a more proactive marketing strategy. Here’s a breakdown of the strategic approach discussed on the podcast:

1. Define Success: First and foremost, Brandon needs to define what success looks like in concrete terms. For instance, if he aims to reach a turnover of £5 million in five years, what does that mean for the next year? This kind of backward planning is crucial to setting realistic and achievable goals.
2. Understand Customer Value and Conversion Rates: Brandon needs to understand the average value of his customers and his conversion rates. For example, if an average kitchen project is worth £50,000, and he needs 20 more projects to hit his growth target, how many leads does he need to generate those 20 projects?
3. Shift to Intent-Based Marketing: Unlike social media ads, which often target people not actively looking for a new kitchen, Google Ads can capture potential clients who are already searching for kitchen services. By focusing on highly targeted, localised Google Ads campaigns, Brandon can attract clients when they are most ready to purchase.
4. Retargeting and Building Brand Trust: While intent-based marketing is crucial, building brand trust through consistent, high-quality content is equally important. Brandon should use retargeting ads to stay top-of-mind for potential clients who visit his website but aren’t ready to commit immediately.
5. Experiment and Measure: Marketing is an iterative process. Brandon should start with a budget that allows for meaningful data collection—around £3,000 per month for Google Ads is a suggested starting point. This budget should provide enough data to refine and optimise campaigns over time.
6. Offline Marketing: In addition to digital strategies, Brandon can benefit from targeted offline marketing efforts. Direct mail campaigns featuring his lookbook sent to affluent postcodes, local newspaper ads, and even bus stop advertising in high-income areas can help raise brand awareness in his target demographic.
7. Email Marketing: Capturing leads through a pop-up on his website offering a downloadable lookbook or kitchen planning guide is another way to nurture potential clients. An automated email sequence that follows up with useful content will keep his brand top-of-mind as these leads move closer to making a purchase decision.

The key takeaway for Brandon is that scaling his business isn’t just about getting more leads—it’s about getting the right leads and converting them into high-value customers.

*** Grow with Evergreen podcast: 👉 ⁠https://shorturl.at/X1WJ4⁠ T.E.A Talks: 👉 ⁠https://shorturl.at/oxIXm⁠ Evergreen Uncut: 👉 ⁠https://shorturl.at/oxIXm⁠ ** You can discover more about Evergreen here: ✅ Website: ⁠https://theevergreenagency.co.uk/⁠ ✅ LinkedIn: ⁠https://www.linkedin.com/company/theevergreenagency/⁠ ✅ YouTube: ⁠https://www.youtube.com/@theevergreenagency/⁠ ✅ Instagram: ⁠https://www.instagram.com/theevergreenagency/⁠ ✅ TikTok: ⁠https://www.tiktok.com/@theevergreenagency/ #home #garden #lifestyle #brands #ecommerce #digitalmarketing #attribution #paidmedia #creative

Today, we have an exciting episode featuring Ashley from Aura Surfaces. Ashley runs a new business that sells high-end surface coverings. Curious about what those are? I was too! Stick around and you’ll find out. Meet Ashley and Aura Surfaces: • New Business: Specialises in high-end surface coverings. • Customers: High-end homeowners, architects, and house builders. • Goal: To grow and hit that first million in the next 18 months. Ashley faces some key marketing challenges, and we’re here to help. Can we assist them in reaching their ambitious goal? We’re certainly going to try! What to Expect: • Insights into Aura Surfaces and their unique products. • Discussion on their current marketing strategies. • Exploration of their challenges and potential solutions. 📈 Welcome to Grow With Evergreen, the podcast designed to help you grow your business by providing practical insights into paid media, creative, and digital strategy. Each episode, we delve into a business, dissect what they’re doing, and define a digital growth strategy they can deploy. Let’s get into it! #DigitalMarketing #EvergreenAgency #HomeAndGarden #Ecommerce #DigitalGrowth #Podcast #AuraSurfaces *** Grow with Evergreen podcast: 👉 ⁠https://shorturl.at/X1WJ4⁠ T.E.A Talks: 👉 ⁠https://shorturl.at/oxIXm⁠ Evergreen Uncut: 👉 ⁠https://shorturl.at/oxIXm⁠ ** You can discover more about Evergreen here: ✅ Website: ⁠https://theevergreenagency.co.uk/⁠ ✅ LinkedIn: ⁠https://www.linkedin.com/company/theevergreenagency/⁠ ✅ YouTube: ⁠https://www.youtube.com/@theevergreenagency/⁠ ✅ Instagram: ⁠https://www.instagram.com/theevergreenagency/⁠ ✅ TikTok: ⁠https://www.tiktok.com/@theevergreenagency/ #home #garden #lifestyle #brands #ecommerce #digitalmarketing #paidsocial #paidmedia #creative

Today, my guest is French Bedroom. They are a female-founded premium online bedroom retailer. I'm joined by not one, but two guests today. I've got Holly joining me and Moise. Holly's the MD. Moise is the head of e-commerce. They're a really good business. They're doing some amazing things. If you haven't checked them out, go and have a look at their website. It's FrenchBedroom.co.uk. Great brand, doing over six million pounds turnover, but they do have some marketing challenges, and we're gonna get into them today. This is sure to be a fantastic conversation. Let's get into it. *** Grow with Evergreen podcast: 👉 ⁠https://shorturl.at/X1WJ4⁠ T.E.A Talks: 👉 ⁠https://shorturl.at/oxIXm⁠ Evergreen Uncut: 👉 ⁠https://shorturl.at/oxIXm⁠ ** You can discover more about Evergreen here: ✅ Website: ⁠https://theevergreenagency.co.uk/⁠ ✅ LinkedIn: ⁠https://www.linkedin.com/company/theevergreenagency/⁠ ✅ YouTube: ⁠https://www.youtube.com/@theevergreenagency/⁠ ✅ Instagram: ⁠https://www.instagram.com/theevergreenagency/⁠ ✅ TikTok: ⁠https://www.tiktok.com/@theevergreenagency/ #home #garden #lifestyle #brands #ecommerce #digitalmarketing #paidsocial #paidmedia #creative

Today our guest is Piers Dickinson. Piers runs a fantastic brand called Hyde & Hare. It's a Scandinavian-led interior brand focused on natural fibres. They sell some beautiful products and have marketing challenges, specifically creative when thinking about and scaling pay media and all-important client attention. It's going to be a great topic this one. We're going to have a lot of fun. Let's get into it. *** The full Grow with Evergreen playlist: 👉 https://shorturl.at/X1WJ4 Check out our other series - T.E.A Talks: 👉 https://shorturl.at/oxIXm And don't forget our Evergreen Uncut series: 👉 https://shorturl.at/f3CO6 *** You can discover more about Evergreen here: ✅ Website: https://theevergreenagency.co.uk/ ✅ LinkedIn: https://www.linkedin.com/company/theevergreenagency/ ✅ YouTube: https://www.youtube.com/@theevergreenagency/ ✅ Instagram: https://www.instagram.com/theevergreenagency/ ✅ TikTok: https://www.tiktok.com/@theevergreenagency/ *** We are The Evergreen Agency. Since 2013, we've supported home, garden and lifestyle retail brands looking to grow online. Our data-driven approach combines the power of ⁠⁠paid search⁠⁠, ⁠⁠paid social⁠⁠, ⁠⁠creative services⁠⁠, and ⁠⁠digital strategy⁠⁠. We don’t just manage ads, we orchestrate growth. #home #garden #lifestyle #brands #ecommerce #digitalmarketing #paidsocial #paidmedia #creative

Today our guest is Hannah Powell. Hannah is the communications and HR director at Perrywood Garden Centers down in Essex.

It's a fantastic business by all accounts, but she does have challenges, marketing challenges that we're going to get into on today's episodes.

Crucially, she wants to know how she can drive that footfall into those garden centres all year round.

She also wants to discuss how she can measure and track the ROI on the pavement and the marketing spend.

There's a lot to get into. You're going to have a lot of fun on this episode. Let's get into it!

*** Grow with Evergreen podcast: 👉 ⁠https://shorturl.at/X1WJ4⁠ T.E.A Talks: 👉 ⁠https://shorturl.at/oxIXm⁠ Evergreen Uncut: 👉 ⁠https://shorturl.at/oxIXm⁠ ** You can discover more about Evergreen here: ✅ Website: ⁠https://theevergreenagency.co.uk/⁠ ✅ LinkedIn: ⁠https://www.linkedin.com/company/theevergreenagency/⁠ ✅ YouTube: ⁠https://www.youtube.com/@theevergreenagency/⁠ ✅ Instagram: ⁠https://www.instagram.com/theevergreenagency/⁠ ✅ TikTok: ⁠https://www.tiktok.com/@theevergreenagency/

#home #garden #lifestyle #brands #ecommerce #digitalmarketing #paidsocial #paidmedia #creative

Today, our guest is Sean Lade. Sean runs a fantastic business specialising in water irrigation systems. Yes, that really is a thing!

His business is doing amazingly well, but he does have some challenges.

Specifically, those challenges are scaling his paid ads profitably. How many of you can relate to that?

Also with this business, as you might well imagine, seasonality is a key concern, he's got some big competitors in this market.

And the kicker with this one is that Sean is one of our clients. This is going to be a fantastic episode. Let's get into it.

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The Grow with Evergreen podcast is designed to help grow home, garden and lifestyle brands by providing practical insights into all things paid media, creative, and digital strategy.

Aaron & Konrad will delve into your business, they’ll dissect what you’re doing, and help you to define a digital growth strategy that will grow your business online.

Grow with Evergreen is produced by The Evergreen Agency - the UK's best small paid media & creative agency for home, garden & lifestyle brands

***

The full Grow with Evergreen playlist:

👉 https://shorturl.at/X1WJ4

Check out our other series - T.E.A Talks:

👉 https://shorturl.at/oxIXm

And don't forget our Evergreen Uncut series:

👉 https://shorturl.at/f3CO6

***

You can discover more about Evergreen here:

✅ Website: https://theevergreenagency.co.uk/

✅ LinkedIn: https://www.linkedin.com/company/theevergreenagency/

✅ YouTube: https://www.youtube.com/@theevergreenagency/

✅ Instagram: https://www.instagram.com/theevergreenagency/

✅ TikTok: https://www.tiktok.com/@theevergreenagency/

***

We are The Evergreen Agency. Since 2013, we've been supporting home, garden and lifestyle retail brands looking to grow online.

Our data-driven approach combines the power of ⁠paid search⁠, ⁠paid social⁠, ⁠creative services⁠, and ⁠digital strategy⁠. We don’t just manage ads, we orchestrate growth.

#home #garden #lifestyle #brands #ecommerce #digitalmarketing #paidsocial #paidmedia #creative

As a small ecommerce business owner, getting the most out of your limited marketing budget is crucial.

In a recent episode of the Grow with Evergreen podcast, our MD, Aaron, spoke with Stuart, owner of a handmade furniture company, about optimising Google Ads campaigns on a tight budget.

Here are 5 key takeaways:

Use Google Ads conversion tracking, not Google Analytics

Many businesses import conversion data from Google Analytics into Google Ads. However, this can lead to inflated and inaccurate conversion reporting. Instead, conversion tracking should be set up directly in Google Ads for more precise data on which ads and keywords are driving sales.

Only assign conversion value to actual purchases

Avoid assigning monetary values to micro-conversions like add-to-carts or initiating checkout. This artificially inflates your campaign's perceived performance. Only attribute value to completed purchases.

Move away from "Maximise Clicks" bidding

The "Maximise Clicks" bidding strategy focuses on volume over quality. For most ecommerce businesses, it's better to use manual bidding or "Target Impression Share" to have more control over ad spend and reach your ideal customers.

Leverage audience targeting

Take advantage of Google's in-market and affinity audiences to show your ads to people actively shopping for or interested in your products. Start with observation-only targeting to gather data before adjusting bids.

Refine location targeting settings

Under location options, choose "Presence: People in or regularly in your targeted locations" rather than the default setting that includes people merely interested in those locations. This ensures your budget is spent reaching people who can actually purchase from you.

Implementing these optimizations can help stretch a limited ad budget further and drive more qualified traffic to your ecommerce site. Even small improvements in efficiency can make a big difference for growing businesses.

For more Google Ads tips and digital marketing advice for home, garden and lifestyle brands, check out the full Grow with Evergreen podcast episode.

*** Grow with Evergreen podcast: 👉 ⁠https://shorturl.at/X1WJ4⁠ T.E.A Talks: 👉 ⁠https://shorturl.at/oxIXm⁠ Evergreen Uncut: 👉 ⁠https://shorturl.at/oxIXm⁠ ** You can discover more about Evergreen here: ✅ Website: ⁠https://theevergreenagency.co.uk/⁠ ✅ LinkedIn: ⁠https://www.linkedin.com/company/theevergreenagency/⁠ ✅ YouTube: ⁠https://www.youtube.com/@theevergreenagency/⁠ ✅ Instagram: ⁠https://www.instagram.com/theevergreenagency/⁠ ✅ TikTok: ⁠https://www.tiktok.com/@theevergreenagency/ #home #garden #lifestyle #brands #ecommerce #digitalmarketing #attribution #paidmedia #creative

In this episode of Grow with Evergreen, we dive into an inspiring conversation with Matthew, the Managing Director of Holland’s Country Clothing, an online country clothing store that has achieved an impressive £7.5 million in turnover.

Matthew shares his journey, the challenges faced, and his ambitious goals to dominate the entire sector.

A Family Business with Big AmbitionsMatthew’s story begins with the roots of Holland’s Country Clothing, a family-run business established in 1978.

Originally starting as market traders, the business made a significant shift online in 2008. Today, they’re generating substantial revenue and investing heavily in Google Ads, spending £450,000 a year on this channel alone.

With a strong online presence and a well-established brand, Matthew isn’t just looking to grow—he’s aiming to monopolise the country clothing space entirely.

Despite their success, Matthew faces some significant marketing challenges, particularly around increasing spending while maintaining a profitable return on ad spend (ROAS).

Matthew’s journey with Holland’s Country Clothing is a testament to the power of combining traditional business values with modern digital marketing strategies.

As he continues to refine and expand his approach, there are clear opportunities for further growth—especially in areas like paid social and post-click optimisation.

This episode serves as a valuable case study for any business owner looking to scale their ecommerce operations effectively. *** Grow with Evergreen podcast: 👉 ⁠https://shorturl.at/X1WJ4⁠ T.E.A Talks: 👉 ⁠https://shorturl.at/oxIXm⁠ Evergreen Uncut: 👉 ⁠https://shorturl.at/oxIXm⁠ ** You can discover more about Evergreen here: ✅ Website: ⁠https://theevergreenagency.co.uk/⁠ ✅ LinkedIn: ⁠https://www.linkedin.com/company/theevergreenagency/⁠ ✅ YouTube: ⁠https://www.youtube.com/@theevergreenagency/⁠ ✅ Instagram: ⁠https://www.instagram.com/theevergreenagency/⁠ ✅ TikTok: ⁠https://www.tiktok.com/@theevergreenagency/ #home #garden #lifestyle #brands #ecommerce #digitalmarketing #paidsocial #paidmedia #creative

In this episode of the Grow With Evergreen podcast, we met John-Paul, the founder of Build4Less, an online building materials company.

With a turnover of £15 million and over 90,000 products on their website, Build4Less has become a significant player in the UK's ecommerce construction industry.

However, like many businesses in the building sector, in the current economic climate they're facing challenges in maintaining growth.

Here are some of the key insights from our conversation.

Build4inLess operates four distinct brands:

1. Insulation4less (insulation-focused)
2. Build4Less (comprehensive building supplies)
3. Tiles4Less (tiling products)
4. Building Supplies Online (acquired two years ago)

This diversified approach has allowed them to capture different segments of the construction market, from DIY enthusiasts to professional builders.

The current economic landscape presents several challenges for ecommerce businesses:

- Increasing cost per acquisition
- Rising competition
- Economic uncertainty due to upcoming elections
- Seasonal fluctuations in the construction industry

Despite these challenges, Build4Less has maintained a strong position in the market. John Paul attributes this to their focus on sustainable growth and a diversified marketing strategy.

Build4Less employs a multi-faceted marketing approach:

1. Google Ads (90% of ad spend): A mix of Performance Max, standard shopping, and search campaigns.
2. Email Marketing: 30-40 newsletters per week across their brands.
3. Retargeting: Standalone campaigns outside of Performance Max.
4. Organic Search: A significant portion of their traffic comes from organic sources.

John-Paul emphasised the importance of maintaining a healthy Return on Ad Spend (ROAS) across all campaigns. They aim for a ROAS of around 15, which is impressive in the current competitive landscape.

1. Diversify your marketing channels: Don't rely too heavily on a single channel. Build for Less balances paid ads, email marketing, and organic search.

2. Focus on sustainable growth: Avoid the temptation to grow at any cost. Ensure your campaigns are profitable and don't compromise on ROAS for the sake of market share.

3. Adapt to platform changes: Stay informed about changes in advertising platforms. For example, Build4Less has successfully transitioned to Performance Max campaigns while still maintaining some standard shopping campaigns.

4. Play the long game: In a competitive market, some new entrants may use unsustainable practices to gain market share. Focus on your business's health and wait out the competition.

5. Continuously Optimise: Regularly review and adjust your campaigns to maintain performance as market conditions change.

6. Consider omnichannel retargeting: While Build4Less currently focuses on Google Ads, there may be untapped potential in platforms like Facebook and Instagram for retargeting and brand awareness.

Despite the current economic challenges, Build4Less aims to grow its turnover to £20 million by the end of next year. This ambitious goal is backed by their proven strategy of sustainable growth, diversified marketing, and a focus on profitability.

For other ecommerce businesses facing similar challenges, the Build for Less story offers valuable lessons in resilience, adaptability, and strategic growth. By focusing on a balanced marketing approach and maintaining strong ROAS, it's possible to thrive even in a highly competitive and uncertain market.

*** Grow with Evergreen podcast: 👉 ⁠https://shorturl.at/X1WJ4⁠ T.E.A Talks: 👉 ⁠https://shorturl.at/oxIXm⁠ Evergreen Uncut: 👉 ⁠https://shorturl.at/oxIXm⁠ ** You can discover more about Evergreen here: ✅ Website: ⁠https://theevergreenagency.co.uk/⁠ ✅ LinkedIn: ⁠https://www.linkedin.com/company/theevergreenagency/⁠ ✅ YouTube: ⁠https://www.youtube.com/@theevergreenagency/⁠ ✅ Instagram: ⁠https://www.instagram.com/theevergreenagency/⁠ ✅ TikTok: ⁠https://www.tiktok.com/@theevergreenagency/ #home #garden #lifestyle #brands #ecommerce #digitalmarketing #attribution #paidmedia #creative