Unicorn companies are the ones that take off overnight and could be anything from a dog toy to a subscription box, face masks, kitchen utensils, as seen on tv products that go viral, fixtures in a bathroom, or even a service provider with a few core functions. They grow big, get “branding”, and then fade as people move on to the next trend.
Bringing A Unicorn Back To Life
Some of these brands sell customer data to recoup losses, others fold completely, but smart owners can grow again and build sustainable business.
Bringing A Unicorn Back To Life
During the unicorn phase for these companies there is a massive branded search volume, but this eventually fades. You also have to compete against resellers and marketplaces if they’re not a full DTC company. And unicorns that don’t build for the future fade into storybooks and mythology. Luckily this company has smart founders, but they needed a strategy that can work for long term success.
Bringing A Unicorn Back To Life
The difference between this company and many of the other unicorns I talk to is that the founders here are good business leaders. Instead of just saying they’re right and bringing up past success, they listen to how we can move forward. This is rare with people that owned unicorns.
Bringing A Unicorn Back To Life
Like many unicorns, this is a Shopify site. Although Shopify has a lot of issues like other ecommerce platforms, Shopify offers more flexibility to fix them, even if they are incredibly frustrating and expensive to do. And unicorn companies share many of the same obstacles that traditional ecommerce stores, publishers, and service companies do not have to deal with.
Bringing A Unicorn Back To Life
The steps we took to begin recovery:
Bringing A Unicorn Back To Life
- Find out what the product or service provides solutions for
- Fix low hanging fruit with Tech SEO
- Build a content plan
- Share the strategy with remarketing, email, and PPC
- Celebrate as it begins to work
But first, here’s what the situation…
Bringing A Unicorn Back To Life
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