How Julian Bakery Became the Top E-commerce Seller for Paleo Products
February 23, 2016 64 min read
Heath Squier of Julian Bakery firmly believes in practicing what you preach. Through masterful social media marketing, and carefully selecting ingredients for their products, Julian Bakery became the go-to source for consumers’ paleo diet needs. Heath Squier believes in his product so much so that he consumes his own products, has lost weight, gained muscle and now presents his new healthy lifestyle as a way to show the diet’s success.
In the Twenty-Second episode of Skubana’s E-commerce Mastery Series where we invite experts of their respected fields to share their best practices for success, our host, Dr Jeremy Weisz of InspiredInsider.com interviews Heath Squier of Julian Bakery.
What this interview covers:
- How select and smart marketing was essential for food diet products
- You need to be willing to spend the funds to sell a good product. If you’re afraid of spending the funds, find a way to change the product.
- The different audiences for each social media platform.
- Selecting the right team for your business
- When to accept money so you don’t harm your business in the long run.
Raw Transcript: Heath Squier of Julian Bakery
- On having products at Whole Foods: “I don't think there's any disadvantage. Really it's just one more outlet. People love convenience, whether it be Whole Foods or any natural food store. It's really the convenience factor, the instant gratification of not having to wait for the product to be shipped to them. So Whole Foods is great. They're like any other chain, where they have different buyers that have a submission period. They sell some of your products. If the buyers like the taste and the packaging and everything, then you get accepted into a region. That's why you have to be really creative and keep coming up with great-tasting products.”
- [00:19:51]I think now, today, there's conversion codes with Google AdWords. There's Facebook. It's really all about the cost per acquisition, so ROI on the money spent. So if you have a good product, and you have a good website, you're gonna have a great ROI. Now with these conversion codes in place, you can spend as much money as possible. If the ROI is low enough, then you can spend as much as you want, and you're gonna get an incredible return on your investment. So I think don't be afraid to spend money if you have a good product. If you're worried about spending money, or you're not getting any great ROI, then your product probably needs to be improved or changed, or your website.
- [00:23:35] It doesn't really . . . It just depends on who you're marketing to. So there's different audiences. Facebook is pretty incredible, where it starts developing audiences based on the people who buy. So then you start getting these huge segments of people to market to. So it basically starts gleaning information from every person that buys, whether it be demographic information, age, what they're into. So then you start developing audiences based on those specific people that are buying.
- [00:39:50] Sure, just finding the right people as you grow. So growing your company and growing as fast as we did, you have to find people that you can depend on. You know? That are cool people. Sometimes you never know until they're on board, and they just start becoming flaky, or they have personal issues. So we have such a great team now. I don't think you can . . . You can't do it by yourself. So I think really spending the time finding the great people you can depend on is key.
- [00:49:06] If you're growing really fast, don't take on money unless you really have to. As you get of a certain size, money's cheap. Go to your bank. It's like the rates are super low, or there's all sorts of different loans you can get without having to give up a piece of your company. I think as we grow, sure, it would be nice to get funded, and maybe there's a proper time. But if you're growing so fast, and you don't have to take it, or it's . . . You can squeeze by without taking it and do it yourself. Sure, it takes a little bit longer, but try to hang in there. Don't take money until you really have to. I think that something a lot of people struggle with is they'll take money from investors, and that whole company ends up folding because they have to share too much of the margin. You know?
Be sure to utilize this real insight from a real marketing expert to help your e-commerce business grow and succeed. Stay tuned – this will be an ongoing weekly series featuring a variety of e-commerce experts looking to provide you with hard-won knowledge free of charge.
Check out our previous E-commerce Mastery Series episode featuring Desiree Stolar of Unshrinkit.com as she discusses Unshrinkit’s journey from being on Shark Tank to selling at University Dorms across the country
Written By Chad Rubin
Chad Rubin is the co-founder and chief executive officer of Skubana, a multichannel e-commerce software the enables brands to unlock growth by unifying their back-office operations.