After recently marking our first year in business, we’re more confident and determined than ever about fixing e-commerce marketing’s biggest problem.
When I decided to start WE-COM, I knew that if we were going to do this properly, we had to do it differently.
Not just in what we want to achieve for clients, but in how we go about it.
Because one thing consistently comes up in all of my experiences working with e-commerce clients:
Most businesses don’t underperform in marketing because of limited budgets, resources, or expertise alone.
They underperform because they lack focus.
More channels.
More tactics.
More activity.
In-house teams are stretched to the limit, competing with never-ending to-do lists, distracting trends, and constant noise. So, who can they turn to?
External agencies and partners are there to help, and many do. But too often, traditional models and approaches are still adding to the complexity and confusion.
Marketing has a bias problem
Bias shows up in all aspects of our personal and work lives, including your marketing strategy.
As more agencies have specialised, e-commerce marketing has become siloed and fragmented, leaving businesses with a choice:
- Hire multiple agencies or freelancers across individual channels.
- Build an in-house team to try and cover as much as possible.
Both options can be expensive, time-consuming, and will almost inevitably leave you with gaps, too many moving parts, or competing priorities.
And the unspoken truth is that everyone involved has their own interests at heart (because we’re only human).
SEO specialists want you to push organic growth. Paid marketing consultants insist their channels are the silver bullet. When things don’t work, everyone looks for a conversion issue.
Your in-house teams and their strategies get pulled in a dozen different directions, and focus (the very thing that drives progress and revenue) is lost.
How we’re different
It’s been daunting, but really refreshing, to rip up the “traditional playbook” and start again.
The typical agency model hasn’t changed much at all over the years, and there are good reasons for that.
But we had the opportunity to build something from scratch. A model designed entirely around the priorities of clients, removing the structural constraints that lead to bias and misalignment, among other problems.
Sounds too altruistic?
It’s actually pretty simple:
- We don’t have any full-time channel specialists to keep busy.
- We don’t have to prioritise or deliver in any single channel.
- We don’t have to “sell” or defend any particular approach.
We’ve done it before and don’t want to go back, leading agencies where our own success meant figuring out how to sell more of the same service, or delivering audits and strategies that gave us the best chance of securing ongoing work for our teams that needed it.
Instead, we bring in the required experience exactly where and when it’s needed, using a community of specialist freelancers, agencies, and tech partners to work alongside our core strategy team.
Practically, we act and look like any other agency, but there’s one big difference…freedom. Freedom to let insights actually guide us, to prioritise potential customer needs over channels or tactics, and to deliver in a way that genuinely puts clients first.
We structure our delivery (and commercial agreements) around focused projects tied to specific priorities and outcomes, rather than open-ended retainers where hours and outputs dominate. Whether that’s doing everything for you, handing it over to your team, or combining efforts in an ongoing partnership.
The whole point is there’s no one-size-fits-all.
Heading into year two
Our commitment as we head into our second year is to stand firmly behind the approaches and strategies that deliver. We’re uniquely positioned to tell your business and team exactly Where To Focus (W.T.F.) to drive more revenue without distractions, compromise, or bias.
The feedback and outcomes we’ve already had are proof, as within just one year we’ve:
- Helped a specialist retailer become the most visible brand in their market within 9 months.
- Uncovered seven-figure revenue opportunities that a luxury fashion brand was missing out on.
- Delivered the insight to help a pet brand get ahead in one of the most competitive verticals.
- Successfully migrated brands to new platforms with an emphasis on protecting revenue first.
If this sounds like something your business needs, our W.T.F. Audit could be for you.
It’s a 3 to 4 week process to uncover exactly what’s working (and not) so you know Where To Focus with your marketing efforts and business growth targets. You’ll get a detailed report showing:
- How each channel is really performing
- What’s working – and what isn’t
- Areas you need to address
- Opportunities for revenue growth
- A clear and actionable roadmap
Book a 30-minute call to find out if the audit is right for you, or visit our new homepage to learn more about how it works.
