In 2022, social media and website are the top channels used by MTM/Bespoke brands in the study. Personalized marketing, conversational marketing with videos and other engagement strategies are preferred.

Brands nurture leads on social and get prospects via DMs or even sales from social stores, while promoting their website (96% of brands include website link in their bios on all social platforms).

Only 40% of brands continue nurturing the leads that go to their website.

On average websites in the study get organic traffic of over 1,400 visitors per month, with some well over 100k per month. Since only 2% of those web visitors will buy at any given time that’s a lot of money being left on the table if those visitors/leads are not nurtured.

SMS/text messaging has seen a jump in use due to its high open and response rate vs email. This is mostly being used further down the funnel to engage prospects and customers. However some brands are requiring mobile number to subscribe to their newsletter (top of the funnel).

Top brands optimize every phase of the marketing funnel

Channels used in marketing

A mix of channels and strategies are employed by MTM/Bespoke brands:

Social drives traffic to websites, leads are nurtured via email marketing, referrals come from happy customers, trunk shows are used to enter/grow new markets, SMS are used to engage prospects and customers, while paid ads are mixed in with organic strategies due to the “pay-to-play” nature of social media today.

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I believe that running a made-to-measure business should be easier, more profitable and more scalable.

I hope you got better market insight from this chapter.

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Thank you,

Tyrone Whittle