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Existing challenges within the account limited their ability to test new prospecting strategies and limited their growth potential. For example, prior to our involvement, the majority of the budget was dedicated toward branded search campaigns, as many competitors were bidding on their branded terms in hopes to capture away TaxJar's most valuable traffic. Unfortunately, this fierce competition resulted in higher-than-expected costs and required much of the focus, energy, and budget.
Even after successfully freeing up budget from the branded search issues, profitably acquiring new business was no easy feat. Tax services are consumed on an as-needed basis. A brand awareness effort would only be effective if the messaging was powerful and the timing was perfect. That is, even if a business owner hears about TaxJar and thinks they should sign up for the services, it’s typically something that is pushed on the back-burner.
More than ever, if would be crucial to meet their potential customers when they are actively in the market for tax services and in the medium in which they would best respond to our messaging.
We first tackled the issue of branded search by implementing a unique smart bidding strategy that allowed us to minimize costs and selectively bid on the branded traffic with the highest intent (following the principle that not all branded traffic is created equal). This new strategy helped more than double branded conversions while bringing down branded CPA by 44%. More importantly, we had freed up more budget to dedicate to new audience acquisition - a strategy that would heavily rely on content distribution.
TaxJar’s marketing team invested in developing comprehensive content that cuts through the confusing topic of sales tax. There are many nuances of sales tax laws and policies, many of which vary by which states you do business in and the size of your business. This is a large headache for many business owners that, when it is time to file a sales tax return, are in-need of accurate, easy-to-understand information.
TaxJar created a hub of resources that help these business owners. The content was so useful that it would quickly make up 20% of overall traffic to the site.
Unfortunately, while the content was effective in bringing in new site traffic and spreading awareness of the TaxJar brand, it did not do much to convert that traffic into customers.
We implemented conversion rate best practices on the pages where this content was hosted, resulting in improvements that naturally created a path from website visitor to TaxJar customer. Once the content was conversion-optimized, we could confidently invest our PPC budget in more top-funnel traffic (informational-related search queries, for example), where we could send traffic to these various resources and convert a high percentage of them into customers.
Paid Ads,Paid Ads,CRO
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The client wanted to work with top portrait photographers for their new phone campaign. This was to position themselves as the top camera phone in the industry. They had very particular requirements on the chosen photographer so finding the right person was the first challenge. The second was managing the high profile talent and the client to achieve an outcome with the content that both parties were happy with. The timeline was extremely tight, particularly for such a high profile photographer with a busy schedule. Their target was to get high PR attention.
The budget included 3 other smaller but well known photographers who also created content around the same theme. We also had a gifting portion of the campaign where I sent the phones to small semi-professional photographers to create their own portraits. This was all to create buzz in the photography industry. This all had to be done beginning to end in about a month which is very tight.
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V2 Hospitality, a Marketing Consultancy, sought Mayple's expertise to address time constraints and allocate efforts efficiently. As the founder overseeing marketing responsibilities, the challenge lay in optimizing strategies for maximum impact within the limited time available.
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