Finding the right strategy to grow your brand can often feel overwhelming.
With new trends, platforms, and tactics showing up daily, it’s easy to get caught up in trying to do it all. However, after 16 years of building and marketing direct-to-consumer (D2C) brands, one principle has consistently stood out as the cornerstone of success:
Consistent execution on the vital few.
This concept is simple yet profound. By focusing your time, energy, and resources on a select few priorities that truly matter, you can achieve sustainable growth and profitability. Let’s dive deeper into what this means for your brand and how you can apply it to your 2025 digital marketing strategy.
Why Consistency and Focus Matter
There are so many opportunities in the digital landscape, but it’s also cluttered with distractions. Brands that try to be everything to everyone often end up being mediocre at best. In today’s competitive market, mediocrity is a recipe for stagnation. Here are a few reasons why consistent focus on the vital few is critical:
1. Avoiding Resource Dilution
Spreading your efforts across too many channels, products, or strategies can lead to:
- Ineffective campaigns: Without enough resources to optimize, campaigns often fail to gain traction.
- Burnout: Your team’s energy is not unlimited. Spreading a team too thin can lead to fatigue and diminished creativity.
- Wasted budgets: A lack of focus can result in poor ROI, as you’re not dedicating enough resources to make any single effort successful.
2. Building Mastery
Success comes from mastery, and mastery requires focus. When you dedicate your efforts to a few key areas, you can:
- Hone your skills: Develop deep expertise in the channels or strategies you focus on.
- Outperform competitors: Specialization allows you to create a competitive edge.
- Adapt faster: Deep understanding helps you stay agile in response to changes in your focus area.
3. Driving Measurable Results
By concentrating on fewer priorities, you can:
- Track progress effectively: Fewer initiatives mean clearer KPIs and easier measurement.
- Scale what works: Focus enables you to identify and double down on high-performing strategies.
How to Identify Your “Vital Few”
The concept of the vital few comes from the Pareto Principle, which states that 80% of outcomes often stem from 20% of inputs. For e-commerce brands, this means:
1. Focusing on a Few Channels
Not every platform is a good fit for every business. Instead of trying to excel on every channel, identify the ones that align best with your audience and goals. For example:
- Meta (Facebook and Instagram): Ideal for visual storytelling and reaching a broad audience.
- Google Ads: Effective for capturing high-intent shoppers.
- Pinterest: Perfect for brands in fashion, home decor, or lifestyle niches.
Example:
If you’re a sustainable fashion brand, investing heavily in Pinterest and Instagram can yield higher engagement and conversions compared to spreading your budget across TikTok, Snapchat, and Twitter without clear alignment.
2. Focusing on a Few Products
Instead of launching dozens of SKUs, prioritize your hero products—the ones that generate the highest revenue or have the most potential. Use these products to:
- Build your brand’s reputation.
- Drive traffic and conversions.
- Upsell complementary items.
Example:
Everlane, a D2C clothing brand, focuses heavily on a few key products like their “Day Glove” flats and “Cashmere Crew” sweaters, using them as anchors for their marketing campaigns.
3. Focusing on a Few Categories
If your brand operates in multiple categories, think about narrowing your focus to the ones that offer the highest ROI. For example:
- A skincare brand might focus on anti-aging products if they have the highest demand.
- A tech accessories brand might prioritize wireless chargers over a broader range of items.
Example:
Glossier started with a laser focus on skincare staples like its “Milky Jelly Cleanser” and “Boy Brow”, establishing a loyal customer base before expanding into other categories.
The Power of Consistency
Execution is where most brands falter. Even with a clear focus, inconsistent execution can sabotage your efforts. Here’s how to ensure consistency:
1. Develop a Clear Plan
Create a roadmap outlining your priorities for the year. Include:
- Goals for each quarter.
- Specific campaigns and initiatives.
- Metrics to measure success.
2. Establish Processes
Repeatable processes help maintain quality and efficiency. Examples include:
- Content calendars for social media.
- Automated workflows for email campaigns.
- Standard operating procedures (SOPs) for campaign launches.
3. Leverage Tools and Technology
Use tools to automate and streamline execution:
- Email marketing: Platforms like Klaviyo for personalized campaigns.
- Ad management: Tools like AdEspresso for managing Facebook ads.
- Analytics: Google Analytics and Shopify reports for tracking performance.
4. Iterate and Improve
Consistency doesn’t mean rigidity. Regularly review your performance, learn from data, and optimize:
- Test different creatives and messaging.
- Analyze which products or campaigns drive the best results.
- Adjust budgets based on performance.
Examples of Ecommerce Brands That Execute the Vital Few Well
Allbirds
Allbirds is a sustainable footwear brand that started with one product: the Wool Runner. By focusing on a single, high-quality item, they built a loyal customer base before expanding into other categories.
Warby Parker
Warby Parker revolutionized eyewear by focusing on a direct-to-consumer model with a limited selection of high-quality, affordable glasses. Their consistency in marketing and customer experience set them apart.
Away
Away started with one product category: premium luggage. By perfecting their messaging and product quality, they created a strong brand foundation before introducing new products.
Key Takeaways for Your 2025 Ecommerce Strategy
So, to sum up, what do you need to do when it comes to your 2025 ecommerce strategy? The following three things:
- Decide what your vital few are: Identify the channels, products, or categories that drive the most impact for your business.
- Stick to your plan: Resist the urge to chase shiny objects. Focus and consistency win over time.
- Measure success and iterate: Use data to refine your strategy, but don’t deviate from your core focus.
By committing to consistent execution on the vital few, you can position your brand for sustainable growth and profitability for years to come.
Don’t aim to do it all—aim to do what matters most, and do it exceptionally well.
Greg is the founder and CEO of Stryde and a seasoned digital marketer who has worked with thousands of businesses, large and small, to generate more revenue via online marketing strategy and execution. Greg has written hundreds of blog posts as well as spoken at many events about online marketing strategy. You can follow Greg on Twitter and connect with him on LinkedIn.
