How Kylie Built a $900M Business in 3 Years

Source : John Blust on Medium

Kylie Jenner became the world’s youngest self-made billionaire last year. She did it with no more than a Shopify store, a seven-person team, and super solid content marketing. She grew her cosmetics brand into a $900M business in three years without any paid traffic.

I learned this a while back during a phone call with my sister. I don’t remember how the subject came up, but she said something like: I love Kylie, she’s really smart. I mean, she makes more money than her sisters. I don’t know how she does it, but she’s doing something right.

I never thought of it that way before. Could the little half-sister have surpassed the queen, Kim Kardashian? I googled it and to my amazement, it was true. There were plenty of articles talking about it, but none went into depth about how she did it. Just the usual, non-specific, waste-of-time article. So, I started to obsessively study everything I could about her business. And man, did I learn a few things.

She regularly sells out her cosmetics lines using an easy-to-replicate content marketing strategy. If done right, anyone can use this content marketing strategy to double their business (or more) with juicy organic traffic.

I know, I know… “What does that have to do with me?” Well, if you aren’t a business owner or fashionable teenage girl, probably nothing.

I can’t speak for teenage girls, but if you are a business owner, you have to care. You needed this strategy yesterday.

She’s only 22 and she’s absolutely crushing it. She knows more about running a successful marketing campaign than most people do.

You might not agree with me on that point. If so, you’re not alone. A little over a year ago, Forbes made the big announcement. They gave Kylie Jenner the crown and the decision was met with some controversy. Could she really be called “self-made?” Critics said most of her success came from the privilege of her name and connections.

Those criticisms are bullshit and I’ll prove it.

The Kardashians have a long laundry list of failed business ventures. The Kardashian Kard, a prepaid debit card, was a massive failure and even called a scam. Khloe Kardashian and Lamar Odom’s fragrance line had a short run; they even named it “Unbreakable Bond” (that didn’t age well.) Kourtney Kardashian ran an unsuccessful children’s clothing line for a couple of years. Rob Kardashian launched a pretty bad sock line a while back. Kendall and Kylie wrote a Sci-Fi novel back in 2014 which wasn’t exactly a hit. And their biggest hit, Keeping Up With The Kardashians, came close to cancellation once upon a time.

It doesn’t matter what your name is. If you don’t have a good product-market fit and a rock star marketer on your team, your business will flop.

This is why most businesses will fail.They’re not solving a problem or providing a service their audience cares about.

Kylie Jenner understood this. She built the right audience, made a great product and marketed it the right way. She completely killed it. This proves she’s more than a pretty face. She’s a boss ass bitch.

I like to consider myself a savvy marketer. During my time in the industry, I’ve created some fresh marketing for some cool eCommerce brands. But I’ve never launched a campaign that’s on Kylie’s level of success. So, this marketing junkie decided to set aside his ego. I spent hours in a cafe (probably looking like a fucking creep) learning all about Kylie, her makeup, and her marketing.

I’ll save you the time because I’m going to give away all this gold to you. But why would I give away something for free that can double or triple revenue? Well, one reason is that I’m a nerd. I like to study things and break them down into an actionable process.

But there’s another reason. Most marketers simply won’t use it because it takes time and they are lazy. The popularity of “marketing hacks” are evidence of this.

Anyway, let’s get started. You’ll see how Kylie Jenner built Kylie Cosmetics into a $900M business in three years. More importantly, you’ll learn how to use her strategy in your business, too. (Don’t worry, you don’t have to peddle lip kits for this to work, either. But if you do, that’s cool too.)


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