How we Boosted Monthly Sales for a Food Tech Startup

Solutions

We started with understanding the business and their ideal customer. We started our research by diving into the analytics aspects of the food tech company and fixing the broken elements. We had a discussion with stakeholders at every step of the user journey, be it the founders, marketing team, customer success team etc.

We concluded that we needed to take on 3 channels for scaling business growth: Drip campaign, performance marketing and organic growth.

Drip Campaigns

• We started with auditing the current email program. 
• The upGrowth email team found few improvement opportunities in the existing emails. Our first step was to enhance the existing email automation.
• upGrowth’s email team then started with segmentation of subscriber profiles for better targeting and personalisation of emails. We sent different messaging to loyal customers and people who were not as engaged.
• Once the segmentation was complete, we started on the untapped potential of emails – Campaigns. The frequency and design were both inconsistent. So we designed an email campaign calendar and ensured the emails had the same look and feel.
• We experimented with the email copy and design to optimise the email campaigns for the food tech startup.
• upGrowth’s email team then started designing the automation from scratch. 
• With our consistent efforts, we were able to grow the email channel by 421% in 4 months. 

Performance Marketing

Google Ads

• The food tech startup was initially only focused on getting sales through its brand name and related keywords. But in today’s “blink and miss” competitive eCommerce market, we need different approaches to scale up further.
• Based on that thinking, we found symmetry between what people are looking for and what Delicut has to offer. That is how we found the sweet spot where the overlap happened, which connected us with more buyers and repeat purchases, which are at the heart of sales in a food tech company.
• So, we used the strategy to find food keywords from the POV of user friendliness and understanding, and be more responsive to what people were finding, rather than highlighting what the brand had to offer.
• This is how we found a list of search queries from untapped markets and started building the keyword lists and the campaigns around it.
• As a result of this, the overall sales hugely increased by about  200%  for the month of July 22 compared to March 22.
  

Social Media Ads

• Initially, the brand was focusing on sales from a single platform – Instagram. Hence, the opportunities were restricted. 
• Our goal was to increase the sales and ROAS, so we changed the strategy and focused on both Facebook, YT, TikTok and Instagram to reach more buyers.
• We began with laser-targeted interest for the audience, reaching the niche where meal plans are necessary.
• We experimented with various ad sets, visuals and copies which helped us figure out which demographics and ads were working best to build our asset.
• We did extensive experimentation and A/B testing with different audience targeting to ensure that we had the right one which would be suitable for a food tech startup.
• Next, we focused on Retargeting Sales that boosted the ongoing sales and helped the brand achieve 6X ROAS across various social media platforms.

Organic Growth 

• The Delicut website was not optimised when they approached us, so we started from scratch.
• At that time, the website got 95%+ clicks only on the brand queries. 
• We started to optimise on-page strategy into the website with basic on-page hygiene like meta tags, schemas, OG and Twitter cards, alt text, content optimization with keywords. We also cleared some advanced level issues on the website like loading speed, CLS, LCP etc.
• We started a growth experiment approach for scaling business growth, using Topic Clustering. Based on that, we added trending blogs with high search volume keywords and got more and more traffic on the website. 
• Within 1 month, we got clicks on non-branded queries and the range is now from 30%-40%.