Jessica Rybecká
Prepare for an enlightening conversation with the growth master, Jessica Rybecká, as we dive deep into the world of business expansion, strategy, and success.
Prepare for an enlightening conversation with the growth master, Jessica Rybecká, as we dive deep into the world of business expansion, strategy, and success.
About 6 years ago, I randomly found a video on YouTube about marketing, dropshipping, ads, how to build a store, and so on. From that moment, I knew I wanted to do online marketing. And that's what I have been doing these past few years.
I like to test and explore new niches because every niche works slightly differently. You need different strategies (ad creative & storytelling-wise) for each brand. So, I like to challenge myself and see how far it is possible to scale them.
I helped a startup go from 0 to over 1,000€/day in a couple of weeks by A/B testing pricing. They made a profit with each order, but the hardest thing was that the selling price was only 20€, and the profit was only a couple of euros. After a few months, they changed their media buyer and were never profitable since then.
Having a product-market fit -> something that differentiates their product from the competition.
Knowing their KPIs.
Enough margin.
3rd-party tracking.
Willingness to test new approaches.
Looking at the ad account, their store, their numbers (KPIs), and their competition to see if there is a market that's big enough to achieve their goals.
The biggest and most expensive one is not having a tracking software in place when you start getting sales/leads. If the brand is new on social media, I show them the difference in real numbers and the platform's tracking. When they are a big brand and they already have existing customers, I try to explain that the number they see in their ad account is not correct because they are modeled conversions.
Short-term revenue boosts mostly happen when you advertise to already existing customers and/or during a big sale in the holidays. So, I would not conduct sales more than once a month and not longer than 1 week. It can also happen when you are spending too little on ads, so performance will fluctuate. For long-term growth, you want to have a product that people love and ideally can be bought in multiple pieces. So, your AOV and LTV will eventually improve over time, and you will get organic sales.
I look at the competition. How is their funnel, what kind of ads do they make, how did they get that successful, and then I try to come up with new ideas for the brand. But for jewelry and fashion, the biggest lever is the creative. Because most of them don't have something that really sets them apart, it's mostly only the design and the quality that's different.
The funnel. If your ad is successful, you need a funnel that converts; otherwise, you are just burning money. The better the funnel and the user experience, the easier will be the growth, not the other way around.
I am active on different platforms and read and watch a lot regarding e-commerce. But the biggest impact has always been testing new things.
Your highest priority should be to make the customer happy. The bigger your loyal customer base, the easier it will be for social media marketing because you have a proven product and can do remarketing.
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