Strategies to Review

Strategy overview for each service area — to be discussed during the kickoff meeting

Organic SEO Strategy

Key Priorities

  • ●Technical SEO foundation: Shopify optimization for speed, crawlability, mobile experience
  • ●Keyword targeting: comfortable lingerie, well-fitting bras, body positive intimates
  • ●Content strategy: product page optimization + blog content around brand pillars
  • ●Authority building: link building in fashion, body positivity, and lifestyle spaces
  • ●Local SEO for community-focused brand positioning

Month 1

Technical audit, on-page fixes, keyword research, content calendar

Month 2

Content production, product page optimization, link outreach begins

Month 3

Content scaling, link building, first ranking improvements expected

Google Ads Strategy

Key Priorities

  • ●Currently running PMAX at ~$100/day (~$3K/month) — tested Search and Shopping but paused
  • ●Shopping ads challenge: competitors show lower prices front-and-center at epoché's premium price point
  • ●Strategy: eliminate price-hunters, convey brand mission in ad copy, focus on value proposition
  • ●Google Merchant Center is connected — product feed exists
  • ●Google Business Profile needs to be created for brand visibility

Month 1

Account setup, tracking, brand + shopping campaigns live

Month 2

Non-brand search launch, initial optimization based on data

Month 3

Scale winning campaigns, test remarketing, expand audiences

Social Media Advertising Strategy

Key Priorities

  • ●Meta (Facebook/Instagram) as primary: currently $800/day (~$24K/month)
  • ●Target CPA: $100-120 per purchase before scaling spend further
  • ●Best performing creative: red underwear from Whipped Cotton bundle (highest margin too)
  • ●UGC production on rolling monthly basis — new content arriving in 1-2 weeks
  • ●TikTok Shop exploration: call with TikTok team April 10, considering as test sales channel
  • ●Open to testing Pinterest; tested X/Applovin briefly but paused

Month 1

Pixel/CAPI setup, audience creation, first campaigns on Meta

Month 2

Optimize creative, expand audiences, test Pinterest

Month 3

Scale winners, launch retargeting, test TikTok

Attribution & Analytics

Key Priorities

  • ●Custom server-side tracking system built by BrandRap — not out-of-the-box
  • ●Tracks first/return visits, source, browser, location, IP with two unique IDs per visitor
  • ●Cross-device reconciliation via IP + browser-based ID matching
  • ●Anna flagged: need to update privacy/cookie policy before going live — loop in legal team
  • ●EU privacy compliance required; looser tracking for North American users

Month 1

Full tracking implementation and dashboard setup

Month 2

Attribution model calibration with initial campaign data

Month 3

Refined reporting and budget allocation optimization

Key Questions for epoché

Discussion points to address during the kickoff meeting

What is the ideal monthly ad spend for Google Ads? — Currently $100/day, open to increasing for faster data

What does the upcoming product launch calendar look like? — May 15 (2 drops), June 1 (swimsuits), every 2 weeks after, July partnership

What promos/discount strategy aligns with the brand? — Currently: 10% welcome, bundles, cart abandonment. Considering pre-drop sitewide sale

What is the content production capacity? — UGC on rolling monthly basis, full re-shoot planned, AI imagery as stopgap

When will worldwide shipping launch? — Within 1-2 weeks

What are the TikTok Shop economics and fulfillment implications?

What conversion rate are we seeing currently and what's the checkout funnel drop-off?

What Omnisend email flows are active and what are their performance metrics?

What does Hotjar data show about user behavior on product pages?

What is the revenue split between product categories?

What is the repeat purchase rate after 4 months?

What budget should we allocate for Google Ads expansion beyond PMAX?

Should we pursue a Google Business Profile given the online-only model?

What is the plan for international fulfillment if non-US markets show traction?

What AI imagery tools is the team using, and what quality bar are they hitting?