This week’s WisBusiness: The Podcast features Emily Ruyle, co-founder and chief marketing officer of WodBottom.
WodBottom is an online fitness apparel retailer out of Verona, outside of Madison. As online shopping skyrocketed during the pandemic, businesses either started or invested in their e-commerce websites.
But that’s not enough. Ruyle said companies need to create a connection with customers through online marketing.
“When I think about the marketing tools that are a must for WodBottom, I think about what is either going to give me a great ROI or what is going to be spreading the most warm-fuzzies,” she said.
Automated text and email marketing are proving to meet the ROI standards, and proper messaging has helped build a connection with consumers.
“I think with COVID, customers are looking at the businesses they want to support and spend their money on. And those are the ones that give them feelings,” Ruyle said. “I think in that way, an online retailer, it’s different. It’s not like we get to touch people or see them face-to-face, so it’s important to think about that relationship and how you can build that relationship in a genuine way even though everything is online.”
Listen to the podcast below, sponsored by UW-Madison: