Macrostax is one of the leading macro-counting apps that tells users what, when, and how much to eat. Since its launch in 2017, Macrostax has helped nearly 200,000 customers reach their goals. Before starting my freelance agency, I worked for Macrostax full-time and thoroughly enjoyed managing the brand, designing materials, marketing the company, and helping it become the power brand it is today. As a software, most of our marketing efforts were concentrated on digital channels: paid social ads, organic social media, email campaigns and automations, blog content, and SEO. Below are some of the highlights of these evergreen efforts.
Creative Director, Marketer
4 years +
One of the biggest acquisition strategies was through the form of social proof, or testimonials, and these really thrived on social platforms. We used both organic and paid social to boost our efforts. Our organic feeds were filled with recipes, motivational quotes, health and fitness trends, and of course UGC (user-generated content) from our loyal Macrostaxers. We were able to repurpose a lot of this content for ads on Facebook, Instagram, Snapchat, and Pinterest and target users interested in health, wellness, and nutrition. We aimed to keep at an average of 1.2 ROAS and $60 BCAC. Because a large part of our target demographic were CrossFit enthusiasts, we partnered with high-profile CrossFit athletes as influencers including Brooke Wells, Amanda Barnhart, Danielle Brandon, Travis Mayer, Jeff Bridges, and Colleen Fostch.
With a contact list of nearly 200K users, our email efforts were no small feat. We made sure to establish consistent communication with leads, active customers, and canceled customers by creating multiple automated sequences in Active Campaign for lead nurture, abandon cart, onboarding, customer engagement, upsell, cross-sell, and winback. In addition to these, we sent frequent campaigns throughout the year to stay engaged in different ways including educational blogs, partnership announcements, regular weekly recipes, giveaways, and sales and promotions.
By providing helpful and free content through blogs and recipes, we were able to consistently get new leads into our marketing funnel. Our recipe emails remain our most engaged emails to date, with an average of about a 50% open rate. Recipes are free content for leads to look at and test in their kitchen, helping put us at the forefront of their minds for conversion if they are ready to move forward with a nutrition app. Our blog content features SEO-relevant topics including education on macronutrients, weight loss trends, and advice from dietitians.
