Klient:

Betula

Goat colostrum immunity supplements are gaining well-deserved customer recognition.

case study

The company is successfully selling its products and is becoming increasingly recognized by customers

40 %

The bounce rate on the website has decreased by this much during our collaboration

The ROAS (Return on Ad Spend) of the campaigns one month after their launch was...

56 %

The number of transactions increased by this percentage

their story

A MIRACLE FOR IMMUNITY FROM A PURELY NATURAL SOURCE

The market is currently flooded with products claiming to boost immunity. Some are more effective, while others act more like placebos. But what if we could offer something that truly supports the body’s defenses, and is entirely natural, without any chemicals?

This was the thought process of Jan Halla and Radan Gocal a few years ago. Their attention quickly turned to goat colostrum, also known as first milk. This is the very first “milk” that mammalian mothers produce immediately after giving birth, and only for a few hours. It is extraordinarily rich in vitamins and active ingredients. Additionally, goats are naturally selective about their food, making their colostrum the highest quality.

The partners jumped into the idea headfirst and began searching for a way to process colostrum as gently as possible, preserving its unique properties. In collaboration with scientists, they developed a method over several years that preserves the beneficial properties of colostrum through freeze-drying. Any form of chemical preservation, pasteurization, or similar processes were out of the question. This carefully processed colostrum was then introduced to the market under the Betula brand.

Beyond the quality of the product itself, they are committed to ethically sourcing the colostrum. Goat kids always take priority, ensuring they have ample opportunity to drink their fill before any excess is collected for processing. If a goat produces less colostrum, it is left entirely for the offspring. Betula sources colostrum exclusively from carefully vetted farms in the Czech Republic, Slovakia, and Poland. Currently, there are more than 150 such farms.

Although sales results did not break records, primarily due to the higher price point, they began considering expansion into the Polish market. However, they knew they needed an experienced marketing partner to take such a step, someone who knew exactly how to proceed. They also planned to increase domestic sales and improve public education about the benefits of colostrum.

their goal

INCREASING SALES AND EDUCATING THE PUBLIC ABOUT COLOSTRUM

At the turn of summer and fall in 2022, Betula, now under the leadership of the founder’s daughter Tereza, approached us at Four Bros. Their primary request was for assistance in entering the Polish market, along with boosting domestic sales. Although Betula had worked with a marketing agency in the past, they were not satisfied with the results. They received our contact information and recommendation from mutual acquaintances – satisfied clients.

After a brief but thorough analysis, it became clear to us that entering the Polish market would not make sense under the current circumstances. Sales were weak even in the Czech market, and we identified gaps on their website. We presented the client with a plan on how we would proceed, considering the findings. They quickly understood the situation and agreed with the approach we proposed.

our solution

PROPERLY SET UP PERFORMANCE AND SOCIAL ADS CAMPAIGNS

We quickly found common ground with Betula. The combination of passionate founders and their team, along with a unique and highly beneficial product, promised an exciting collaboration. During the initial meetings, we arranged all the necessary details, and by September 2022, we were ready to get started.

PERFORMANCE AND SOCIAL ADS CAMPAIGNS AS THE FOUNDATION OF MARKETING

The foundation of our collaboration is performance, specifically PPC campaigns. We manage these on Google Ads and Sklik platforms. Before launching the campaigns, we analyzed revenue trends, calculated all necessary KPIs essential for the campaigns’ operation, and set a revenue plan. Such preparation is absolutely crucial if the campaigns are to be truly successful and effective.

We could see the correctness of our approach shortly after the campaigns were launched. While in September 2021, the ROAS (Return on Ad Spend) stood at 26, by September 2022, under our management, this value had dropped to just 11. Additionally, we increased revenue by several percentage points. This happened just a month after the campaigns were launched.

This success is mainly due to meticulous work in setting up and consistently scaling the campaigns. It is essential to continually evaluate the data and respond immediately to any issues. It is important to recognize that a performance campaign is a “living organism” that requires ongoing attention.

We began applying similar care to social ads campaigns on Facebook and Instagram. They, too, have produced very satisfying results, incomparable to previous periods.

E-MAILING AS A FUNCTIONAL TOOL FOR SALES AND EDUCATION

Along with the campaigns, we also included emailing in the marketing mix. Given that Betula had a solid contact database, we estimated that this system could be successful.

We divided the emailing into two main categories. Sales emails, containing product offers, are designed to increase sales, while educational emails inform the audience not only about the benefits of colostrum but also about news, promotions, and other interesting updates. We regularly alternate these categories to avoid overwhelming recipients with just one type of email.

QUALITY CONTENT REFLECTING THE BRAND

We also took over the creation of content, primarily used on social media but also featured in email campaigns. Previously, the content was created somewhat randomly and without a clear strategy, with certain gaps.

We started by establishing communication pillars, which served as the basis for a content plan for social media. For effective management, it is essential to know exactly what, how, and when to communicate. We then began filling Facebook and Instagram profiles with posts. The increase in engagements—such as comments and reactions like “likes”—and the reach of the posts indicated that we hit the nail on the head right from the start. People not only comment on the posts but often share them as well.

WEBSITE MANAGEMENT FOR MORE EFFECTIVE MARKETING

Over time, we also took over the management of the website. Right from the start, we identified several weak points that were causing potential customers to leave. However, we were able to quickly resolve these issues.

As time went on, we increasingly encountered the limitations of the WordPress platform. Implementing any improvements became time-consuming and technically challenging. As the number of improvements grew, so did the number of issues, and we increasingly hit limitations that were either very difficult or entirely impossible to overcome.

After consulting with Betula, we decided on a custom solution tailored to their needs. This will make future adjustments easier, and the website will have the potential to function much better in the coming years than it did in the past. It’s worth noting that the creation of the new website is entirely under our control, including both the system development and design.

BUSINESS ADVISORY OR ADVISING ON THE FUTURE DIRECTION OF THE COMPANY

We also agreed with the Betula team on strategic consultations. During these meetings, we discuss not only marketing but also the overall direction of the company, future plans, and other aspects. For example, we assist in setting up B2B collaboration terms to ensure they are beneficial for both parties and truly meaningful.

common success

Mutual trust, regular communication, and a realistic perspective. The combination of these seemingly obvious but very important aspects brings excellent results every day.

Since the beginning of our collaboration, the bounce rate has decreased by 40%, revenue has increased by 50%, and the number of transactions has grown by 56%. All of this was achieved with the same marketing investment as in the periods when we were not managing it. It’s clear that we are bringing truly relevant visitors to the website, many of whom ultimately make a purchase.

We have many plans for the future as well. The top priority is completing the website, which we plan to launch as soon as possible. This will then serve as the foundation for further development of marketing activities. We believe that together with the Gocal family, we will succeed.

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