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
Results by the numbers
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Shark Clean AU is the sister brand to Ninja Kitchen and they both faced similar challenges.
The brand was struggling to improve the ROAS of their online store above 300%, after getting a taste of 800 - 900% during the pandemic, when people being stuck at home all day every day was beneficial to a brand like theirs. The brand was already familiar to consumers who were used to seeing it at stores like Harvey Norman and Kmart, but now could no longer shop at those stores. Another challenge was not being able to offer discounts on their products deeper than the stockist retailer were offering.
The target ROAS was 500 - 600%. The channels they were using were Facebook/Instagram Ads and Google Ads. Facebook was an area of concern as they did not see consistent returns there, although the channel did very well during lockdowns.
Tucked away in the heart of North Carolina, the U.S. National Whitewater Center, a nonprofit organization, thrives on an unwavering commitment to fostering outdoor access for all. Their mission is as grand as it is noble: to build resilient communities through the promotion of healthy and active lifestyles, environmental stewardship, and the celebration of family and civic togetherness. The Whitewater Center understands that we all share a common genetic code compelling us to explore the great outdoors and share these experiences with others. Their approach is simple yet profound: make connecting with nature compelling and accessible, and extend an open invitation to all. This is the story of how Mayple helped revolutionize their approach to email marketing, turning it into a catalyst for more profound connections with their audience.
Implant Ninja, an online education company, entrusted Mayple to enhance its email marketing strategies. As the customer success and operations manager overseeing email marketing, the individual faced challenges in implementing learned strategies due to limitations with Mailchimp and organizational constraints.