Speaking to Beardbrand was a lot enjoyable, it made me want I may develop a beard. Severely.
Okay, solely partly severely. However we had such a fantastic dialog they usually had been so forthcoming that we’re splitting their interview into two posts — first, their content material methods and subsequent their e-mail flows. Promise, it’ll be value your whereas.
ICYMI, Beardbrand — worldwide purveyors of grooming merchandise for the city beardsman — started as a neighborhood (somewhat than a product line) fashioned round a YouTube channel and a weblog. To us, that makes them an particularly fascinating case examine in content material technique, providing perception on tips on how to transfer between social channels, construct model loyalty, and experiment with content material.
Wil Mouradian is Beardbrand’s go-to man relating to writing — he tackles all the things from emails to blogs to packaging. You possibly can say he’s the voice of Beardbrand. And one of many many issues we love about Beardbrand is their willingness to belief Wil along with his writing, letting him deal with no matter he thinks could be precious. Even gross stuff like ingrown hairs (however I’ll get to that in a minute). Jenny Durre (Beardbrand’s Digital Coordinator) has worn plenty of totally different hats, from customer support to wholesale shopping for to e-mail writing to challenge administration. (We’ll hear extra from her within the subsequent article about e-mail flows).
Coming from a contract advertising background, when Wil landed the workers place with Beardbrand, he began to dig deep — searching for methods to check content material and finest practices. However he rapidly noticed “that advertising intel is kind of held hostage, unintentionally… It turns into a really costly pursuit to get a few of this information. I’m all about throwing down some cash if it has a brilliant efficient, tangible consequence. However what it’s precipitated me to do is simply embrace errors extra.”
Tip 1: Take dangers. Embrace errors.
As all of us realized from Yoda way back, you simply gotta do it — no matter it’s. In any other case, you received’t develop.
Wil: “I’m somewhat little bit of an obsessive perfectionist, and so after I make a mistake I really feel it, however at Beardbrand, it’s a part of the tradition that errors will not be incidents. They’re simply issues. The issue could be not enhancing subsequent time.
That’s how I began enjoying with segments a bit extra, and the way I began making an attempt content material that I didn’t know if it was going to stay. However I felt it was tremendous precious for our viewers to have. It’s being okay with sending out a publication that acquired tons of engagement, however didn’t make any cash.”
Tip 2: Supply content material that’s precious to your viewers.
We shouldn’t should let you know that, proper? Nicely, take a second to go take a look at your inbox after which come again to me. Clearly, it wants saying. And a part of which will entail taking dangers.
Wil: “I wrote an entire weblog put up on ingrown hairs. As a result of truthfully, all dudes who strive facial hair know the horrors of the ingrown hair in your decrease neck. However nobody’s speaking about it. Nobody needs to be like, ‘Yeah, I’m an epic eff’ing beardsman but additionally, I’ve this actually painful, horrible state of affairs proper right here.’
I spent over every week writing it. I researched, I even had our superior designer create our personal illustrations for it (he mentioned it was the grossest factor he’s ever completed). And that was an instance of, ‘F it, I’m simply going to provide this a shot and see what occurs.’ And it actually paid off.
My objective with our content material shouldn’t be solely to promote our merchandise, however to promote that we’re not afraid to speak about all the nice sh*t and the unhealthy stuff. There’s loads of unglamorous content material to be shared. And what I realized was it really performs!
If you happen to don’t take dangers and search for what your viewers is searching for and actively hunt down what it’s that makes them tick, you’re not going to ever hit above your objective, you’re simply going to fulfill it. I’m not going to seek out out what our readers need except I strive all the things. As a result of I can have a spotlight group, I can ship out surveys, however finally, let’s simply do it and discover out what occurs.”
Tip 3: Make that content material actionable.
Use content material to level customers towards a selection, towards one thing for them to do with the attractive info you’ve offered them with.
Wil: “An fascinating truth, our database was not aware of barbershop movies at first. However what I discovered by way of this sort of trial and error with our content material is that they’re aware of tips on how to act at a barbershop, or tips on how to make decisions at a barbershop.
When your content material turns into actionable, it modifications the supply, 100 %. I discovered that our highest changing when it comes to income, and our highest engagement emails come from demonstrating that there’s a selection to be made that the reader might not know exists. So, the distinction between beard oil and beard balm, for instance. Like, ‘Do you know these are two various things with two totally different sorts of functions, and two totally different beards may need totally different experiences?’ We may also help them choose one after they weren’t even fascinated with it within the first place.
If you happen to can ship the training in a method that’s actionable, has them make a selection, or provides them one thing to alter their conduct… that’s been tremendous efficient with our database.”
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Tip 4: Don’t take your self too severely (on social). Be trustworthy. Be human.
Certainly one of Beardbrand’s mottos is “carry on rising,” and rising generally means letting all of it hang around.
Jenny: “YouTube has been a central method for us to develop our neighborhood. If you happen to look again within the Beardbrand YouTube archives, there’s some fairly hilarious movies of Eric [Beardbrand’s CEO and Founder].
We’ve actually constructed that out and been capable of be real and trustworthy about experiences. Typically these come throughout as a video that simply tanks as a result of it’s about trimming your armpit hair. Or we had one about threading your beard line… all types of ridiculous issues. As a result of we additionally wish to assist individuals develop past the beard, and we’re creating these merchandise that aren’t only for beard care. We’ve had plenty of wins and hilarious failures with YouTube they usually’ve been a extremely nice basis for emails.”
Tip 5: Invite responses on social, then really hear.
Wil: “We now have a aggressive benefit with having a particularly vocal YouTube viewers. I’ve realized so much about our clients simply from studying what they are saying to us. We now have a really engaged social media viewers, and we invite them to speak with us commonly.
Like, we had one e-mail exit — it was the primary main chilly snap of winter final 12 months, the place mainly America froze over. And I despatched out an e-mail about it like, ‘Hey, is your beard frozen? Let me assist you to with that.’ After which we did an engagement of, ‘Hey, in case you have a frozen beard out of your trucker job, otherwise you work outdoors, or simply strolling to the espresso store down the road, ship us a photograph, we wish to see your icy beards.’ Then they simply began flooding in.
That advised us we’ve got an everyman viewers. We now have individuals from all around the world. And it tells us so much about our extra vocal clients, too — the people who find themselves extra more likely to have interaction are those who determine closely with facial hair as a part of their identification. And it additionally confirmed me we’ve got an untapped type of area of interest viewers that buys sometimes, however may not determine with this a lot.”
Tip 6: Completely different channels want totally different content material approaches: YouTube is for watching, e-mail is for studying.
Wil: “I spend plenty of time watching our movies as a result of as with all manufacturers, each channel of selling goes to have a unique taste with the identical voice so to talk.
I might say our YouTube channel is a bit funnier. Our social media channel is tremendous enthusiastic. Our e-mail channel performs it somewhat softer, however all of us are sharing the identical message.
Not all the things that performs tremendous properly on YouTube goes to carry out tremendous properly on e-mail. Our database likes to learn recommendation. I really cross-tested at one level whether or not our database is extra more likely to have interaction when our buttons say ‘watch a video’ versus ‘learn a put up.’ And plain as day, ‘learn’ posts acquired 200% extra engagement.
I attempted that with varied totally different sorts of movies. Plain and easy, our database would simply somewhat learn a put up, or learn a put up with a video hooked up to it, than simply go watch a video.
It was actually good to know. As a result of after I got here on, we had been sending out plenty of ‘Right here’s a video you can watch’ by way of our database. And people traditionally had carried out, however not, say, on the degree of like a high 10 tip type of factor. In order that’s after I began enjoying with tips on how to current a video. The best way to get our viewers to look at the movies is to promote them on the weblog put up with an embedded video.”
We didn’t wish to fry your brains with an excessive amount of in a single put up, so we’ll depart off there. However relaxation assured, the following Beardbrand put up will embrace nice tidbits in regards to the killer e-mail flows Beardbrand has constructed. Need a sneak peak? Join their 10 day Beardbrand Bootcamp and take a look at the awesomeness on the horizon.