Driving Direct-to-Customer Success

The Solution

We began by identifying critical areas of opportunity to strengthen XMARK’s direct-to-consumer strategy and crafted a comprehensive approach to drive growth across multiple channels. The plan focused on building a scalable digital framework that emphasized organic growth, customer engagement, and sustained revenue increases.

To address gaps in their SEO strategy, we conducted an in-depth audit of their website and content, optimizing existing pages and creating a roadmap for improved organic visibility. We emphasized the importance of their blog, developing a strategy that targeted high-value keywords and aligned with their customers’ search behaviors. By refining existing on-page content and introducing new, optimized posts, we created a foundation for long-term organic traffic growth.

Recognizing the need for a consistent and impactful social media presence, we developed a structured content calendar for Facebook and Instagram. This ensured regular engagement with their audience and helped drive traffic directly to their website. Additionally, we launched an affiliate program, which expanded their reach significantly, generating revenue and securing millions of impressions on Instagram alone.

For email and SMS marketing, we moved beyond ad-hoc campaigns and implemented a cohesive strategy. We started by moving their email program from Shopfy to Klaviyo, a more robust email marketing platform.  From there we designed automation throughout the subscriber journey.  Email flows included welcome, abandonment, post-purchase, anniversary, and winback.  By growing their subscriber list and delivering highly targeted, lifecycle-driven messages, we enhanced customer retention and increased channel revenue. These efforts were complemented by a loyalty program designed to reward repeat purchases, encouraging deeper customer connections and sustained engagement.

Since XMARK wasn’t running any paid advertising, we started with a robust planning phase which included defining the key customer segments, defining which products should be advertised, building a measurement framework and conducting competitive analysis.  From there, we began advertising on Google & Meta. On Google, the majority of ad spend was spread across Performance Max and non-branded search campaigns.  On Meta our advertising goal was to drive new customer conversion.  Campaigns were structured with the majority of spend used for prospecting new customers, a small amount of spend on retargeting, and a dedicated testing campaign.  With ongoing testing and budget optimizations, Labyrinth was able to drive revenue and customer growth for the brand. 

The plan was supported by Labyrinth leading creative strategy for performance marketing.  Some samples of the assets we created for XMARK.