Kia ora TPP
One of the best ways I know to extend your marketing dollars is to enter into joint ventures (JV’s) with other businesses. Assuming you are maximising your reach in Facebook and you have in place a system for reselling your own subscribers and reducing churn – the next place you should look to maximise profits is JVs.
For your business, you would work a deal with other businesses to leverage their customer database, then pay them a portion of each sale. You should look for companies that can reach a similar customer base of 35-65 year old females. Not only do you get access to a list of customers it would take you years to build, you get to “piggyback” on the relationship that JV partner has created with that list.
Once you have an agreement in place, the business would promote your offer to their database. Make the offer something special for their email list such as subscribe for one month and get one month free, free samples (if the customer pays shipping) or any other bonus you think is valuable. The strategy here is to get new customers so make the offer irresistible. You can afford to break-even on the first month as customers will keep returning month after month.
If a business endorsed your offer to their email list of say, 20,000 people, and 1% took up the offer for the “plant it box offer”, you will have made 200 new customers and $6,000 revenue. You could offer the entire $6,000 to your JV partner knowing that the following month that $6,000 in revenue will be recurring.
JVs are easy to set up. They can be as simple as short phone conversation and the signing of a two-page document.
In regards to the second part of your question, Facebook is the right channel for this type of product. A large segment of your target audience – at least 60% – will not be searching Google for “seedlings”, but they would be interested should the offer be presented to them via their Facebook feed.
You should consider a combination of both Facebook and Google Search so as to cover the full customer journey from brand awareness to completing a transaction.
I’d be interested to hear more about your Facebook strategy. I can see your posting to your Facebook business page but you are not running ads.