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Decrease in Cost per Lead
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Michael was unsure if there was a viable market opportunity to provide virtual dermatology to Americans. He needed a viable way to test his business idea quickly. He turned to me to build out a paid ad program to gather leads for Clear Health.
The two of us needed to determine viable benchmarks of the cost per lead to determine whether or not this was a profitable business venture to supplement Nefaire. Additionally, we needed to determine the best ad platform to reach people interested in online dermatology.
Before running any ads, I completed a complete Web Tracking & Analytics implementation across the Clear Health website. We set up our analytics tracking to measure key behavioural indicators of potential interest to help find the highest quality leads and optimize our landing page. Once we ensured a high level of sophistication in our web tracking, we were able to make educated, data-informed decisions. Data cleanliness should be ensured before any ads go live.
In terms of ads, Michael and I determined that the best channels to approach were on the Google Search network, YouTube, and Facebook/Instagram Ads. We launched ads on all platforms simultaneously and measured the performance of each platform using the KPI of cost per lead.
Decrease in Cost per Lead
Monthly Unique Reach
Decrease in CPM
Paid Ads,Paid Ads,Paid Ads
Health & Wellness
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What’s good for the user is good for search. The biggest challenge of the SEO audit for On One Studios (and all companies) is maintaining a customer-focused approach when optimizing.
Every action in the audit must answer the question: how does this help the user on your website? Each tweak needed to embody the core drive of the company.
We came up with a human-centric SEO strategy to guide my approach. The web audit was designed to address three critical issues:
Understanding the company’s core value proposition and drive.
Great tactics mean nothing without a proper guiding strategy. Before I started any optimization, I spoke with management on what constituted the company’s core drives. By understanding their unique selling proposition, I could write copy that reflected their goals.
Addressing website architecture problems with user-centric best practices.
The website needed to make sense to customers. From URL structure to homepage navigation, I needed to make sure each click on the website made it easy to get to a sale.
Identify competitor SEO strategies to implement off-page SEO tactics.
A key pillar of getting a site to rank is the number of backlinks pointing to it. I needed to create a comprehensive, white hat backlink strategy to boost the site’s domain authority. By looking at who our competitors were linked (and linking to), I got a sense of the types of backlinks I was looking for.
Film Independent, a nonprofit arts organization serving filmmakers, sought to grow its audience and automate data processes. The Marketing and Communications team looked to Mayple for assistance.
The Northeastern University Off-Campus Engagement and Support office plays a vital role in assisting NU students during the apartment search process, providing valuable insights into renter's rights, and offering support through available resources. Their communication channels, including newsletters, emails, and social media, are key to connecting with students effectively.
Global Edge Markets operates at the intersection of business and digital marketing consulting in the bustling environment of New York. As a project manager, Daria plays a crucial role in orchestrating projects and closely collaborating with the business development department.
Omnium Circus, a nonprofit circus celebrating inclusivity and diversity, faced a rapid decline in open rates. The Founder/Executive Director sought responsiveness and platform knowledge.
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