The Cossio sisters are applying what they learned from the Digital Ready program to test out marketing channels such as Facebook ads and direct mail, as well as better allocate their marketing budget based on the results. “Little things can give you an edge [when you have] a small budget compared to the sharks,” says Ana.
Digital Ready courses also taught them how to better vet their distribution vendors, saving them money and time, says Lucia.
Recently, Avanza got a boost from an influencer ad campaign that the sisters launched with NFL draftees—an idea that was inspired from tips they learned through Digital Ready. The first two posts in the campaign generated 1,000% more likes than any previous social post, helping to lift sales.
Out of all their learnings, the sisters say the basics of search engine optimization (SEO) course was the most helpful, encouraging them to optimize their website and launch a blog to capitalize on content and keyword searches. By adopting suggestions from the course, Avanza Skin experienced a remarkable 10% increase in purchases originating from organic search results. Now, empowered by the grant funds from Digital Ready, the trio have hired an SEO expert to further implement the techniques they learned.
A legacy of entrepreneurship