“Jared didn’t just help us grow — he helped us understand why things were working and how to scale without losing our voice.”
— David Massey, Founder
GuttButt is a bold, body-positive fiber supplement brand built specifically for gay bottoms and people who care deeply about digestive health without shame. Our work focused on turning an already-strong brand voice into a high-performing growth engine; one that balances humor, education, and trust while driving real conversions.
Rather than chasing virality alone, we built a system rooted in relationship-first content, repeatable formats, and analytics-driven optimization to support long-term revenue and customer loyalty.
Objectives
- Increase brand awareness and organic reach across social platforms
- Improve engagement quality (saves, shares, DMs, repeat viewers)
- Drive traffic and conversions to Shopify
- Build an owned audience through email and community trust
- Translate personality-driven content into measurable sales impact
Approach
1. Brand-Aligned Content Strategy
- Refined messaging to balance humor, sex-positivity, and clear product education
- Established repeatable content pillars (education, storytelling, humor, FAQs, community voice)
- Developed scroll-stopping hooks while maintaining brand integrity and trust
2. Analytics-Driven Decision Making
- Analyzed post-level performance to identify high-intent content themes
- Tracked traffic sources, conversion behavior, and engagement quality
- Used insights to double down on formats and optimize web design and user experience that directly influenced sales
3. Email & Retention Support
- Supported email list growth through content-driven entry points
- Helped align social messaging with email flows for consistent conversion paths
- Strengthened customer education and retention through clear, friendly language
Results
Growth That Prioritized Trust, Not Trends
- 50%+ increase in total web users YoY (from ~12K to ~18K), driven primarily by organic discovery
- Email performance surged, with opens up 94% and clicks up 161%, signaling stronger message clarity and audience trust
- Social and content engagement shifted toward high-intent actions like saves, shares, and repeat visits
Organic Content That Actually Performed
- Education-first blog content became a top acquisition channel, especially around fiber, prep, and gut comfort topics
- Top posts averaged 1–2.5 minutes time on page, indicating real consumption, not bounce traffic
- Long-tail, high-intent search queries consistently drove qualified users to the site
SEO Momentum & Authority Building
- 11 of 12 tracked keywords improved in rank, with multiple new keywords gained
- Earned 40 referring domains and 64 backlinks, strengthening niche authority in wellness
- Established a clear foundation to pursue competitor-adjacent keywords in 2026
Conversion-Ready Insights
- Identified clear gaps between high-traffic education and product exploration
- Created a data-backed roadmap for CRO, content-to-product pathways, and email integration
- Positioned the brand for scalable growth without sacrificing voice or community trust
Conclusion
GuttButt’s growth shows what’s possible when bold branding meets strategic execution. By pairing personality-driven content with analytics and intentional storytelling, the brand transformed social media from “just posting” into a reliable driver of engagement, trust, and sales.
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