COPY Hims' $60M/Month Marketing Strategy

Summary

The video details the aggressive and profitable digital marketing strategy behind Hims & Hers' rapid growth, with a focus on their $182 million marketing spend and $41 million in quarterly revenue. The company thrives by using a simple, mobile-optimized website, heavily investing in content and organic search, as well as paid search ads and social media campaigns. They focus on consultative user experiences and strategic ad spend, prioritizing high-quality, well-produced video ads. The key to their success lies in their ability to scale profitable marketing activities quickly, maintaining a robust return on ad spend.

Takeaways

• 😀 Hims and Hers achieved $41 million in revenue in a single quarter, with 77% YoY growth.
• 😀 50% of Hims' revenue is spent on marketing, which is key to their strategy and growth.
• 😀 The company's primary marketing channels include website optimization, SEO, paid search, and social media/video advertising.
• 😀 Hims' website is user-friendly, clean, mobile-optimized, and focused on a smooth conversion funnel.
• 😀 Their content marketing strategy involves a robust blog with informative, medically-reviewed content that ranks well for search terms.
• 😀 Hims has an excellent backlink strategy, collaborating with authoritative sites like Healthline to improve SEO.
• 😀 Paid search is a major focus, especially for brand defense to prevent competitors from stealing customers via paid ads.
• 😀 Hims tests various creatives, with a focus on video ads and professional-quality content to resonate with their target audience.
• 😀 The company prioritizes running ads on high-traffic platforms like Facebook, Instagram, and TikTok, with video as their dominant ad format.
• 😀 They aggressively scale their profitable marketing channels, reinvesting substantial revenue back into marketing to further drive growth.
• 😀 Hims capitalizes on high-quality, brand-consistent video content to build customer trust and increase engagement.

Q & A

What is the primary revenue source for Hims and Hers, and how are they utilizing their marketing spend?

Hims and Hers generate most of their revenue through direct-to-consumer sales of wellness products, including hair treatments, skincare, and sexual health. They spend nearly 50% of their revenue on marketing, making significant investments in paid advertising, especially on platforms like search engines and social media.

How has Hims and Hers achieved such rapid growth in the market?

The company has grown at 77% per year by combining aggressive marketing strategies with a focus on high-quality content and user experience. Their profitability and growth have been fueled by substantial investments in digital advertising and optimized website funnels that convert well.

What is the key marketing strategy used by Hims and Hers to acquire customers?

Their marketing strategy heavily relies on paid media, particularly through Google and Facebook ads. They use paid search to capture high-intent customers and employ paid social ads, including video content, to drive brand awareness and engagement.

How does Hims and Hers optimize their website to drive conversions?

The website is designed with simplicity and user-friendliness in mind. It is mobile-first, ensuring a seamless experience on smartphones, and focuses on consultative funnels that guide users through a personalized treatment process rather than directly pushing product sales.

What role does SEO play in Hims and Hers’ digital marketing strategy?

SEO is crucial to their strategy. Hims and Hers produce expert-written articles and blog content around high-intent keywords. Their SEO strategy drives organic traffic to the site, complementing paid advertising efforts by building long-term, sustainable visibility.

Why is paid search such an essential part of Hims and Hers' advertising strategy?

Paid search, especially on branded keywords, is a vital part of their strategy because it allows them to defend their brand name in search results and capture high-intent users who are already familiar with the brand and looking for specific treatments.

What has been the performance of Hims and Hers’ video ads?

Video ads have proven to be one of their highest-performing ad formats. They use a mix of well-produced TV-like commercials and user-generated content (UGC) style videos filmed on phones, which resonate well with their audience. In one case, a video ad campaign generated $3 million in a single week.

What challenge does Hims and Hers face with organic growth on social media platforms?

Despite their success with paid advertising, Hims and Hers struggle with organic content growth on platforms like YouTube and TikTok. Their organic posts do not seem to convert as well, showing that even established brands face challenges in gaining traction through organic social content.

How much of their budget does Hims and Hers allocate to search and display ads?

Hims and Hers allocate a significant portion of their marketing budget to paid search, spending over $500,000 per month just on paid search ads. This heavy investment ensures they maintain visibility for branded keywords and keep their customer acquisition costs manageable.

What is the key takeaway for businesses looking to replicate the success of Hims and Hers?

The key takeaway for other businesses is the importance of a clear product offering, a user-friendly website, and a strong focus on paid advertising. Hims and Hers also emphasize the need for high-quality content that aligns with search intent, combined with aggressive scaling of successful campaigns.