With a background rooted in a family skincare business, Olivia Jenkins brings over a decade of experience in navigating the ups and downs of the industry. From mastering the art of tenacity to juggling a career, pregnancy, and education, Olivia's journey is one of resilience and determination. She joins us on Flying Solo to share her top learnings from the world of e-commerce, brand strategy, and the power of platforms like TikTok to boost sales.
Key topics:
E-commerce Strategy and Marketing:
- The significant growth of e-commerce during the pandemic.
- Advice for small businesses to embrace e-commerce.
- Importance of an online strategy for established businesses.
Growth Activities and Brand Exposure:
- The necessity for businesses to focus 80-90% of their time on growth activities.
- Social media, email marketing, and collaborations for brand exposure.
- Maximizing effort and exposure through brand partnerships.
Audience Engagement and Promotion:
- Crucial role of list building through email and SMS marketing.
- Recommendations for participating in sales events such as Black Friday and Cyber Monday.
- Exercising caution to avoid eroding brand equity through continuous discounting.
Customer Loyalty and Brand Authenticity:
- Techniques for nurturing customer loyalty through authentic and personal communication.
- Importance of staying close to the customer and nurturing VIP customers.
- Building authenticity by communicating brand values and focusing on unique identity.
TikTok Platform and Content Strategy:
- Significance of TikTok as a platform with high engagement in health, beauty, fashion, and lifestyle industries.
- Recommendations for quality content creation on TikTok, with an emphasis on posting frequency and music as an important element.
- Utilisation of TikTok's touch points and impressions for business presence.
Time stamped overview:
00:00 Key lessons from business journey and investors.
03:22 Childhood skincare brand dream, family business experience.
07:02 Transitioned from product to business consulting services.
10:39 Early focus on growth activities to gain exposure.
15:19 Inbox overload during retail events requires diversification.
18:00 Stay close to customers, focus on authenticity.
20:36 Understand yourself, communicate clearly, and avoid comparison.
24:45 Focus on TikTok, analyze posts, replicate successful content.
28:45 Encourages business plans for startup success.
29:54 Discipline and planning are crucial for success.
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