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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My consulting work with the Human Of Color focused exclusively on social media management. The unique challenges I faced when working with this client had to do with content and engagement alignment between what the client desired vs. what I knew would work best given my knowledge of the social media algorithm.
Because of this challenge, I learned how to lean more into developing brand new strategies that served both the existing social media algorithm and what the client preferred in order to achieve client satisfaction and social media growth simultaneously.
Koh is a D2C eco-friendly cleaning product, launched in 2016, and now selling to over 1M customers in Australia and the UK. With a rapid growing revenue of over $40M in this financial year (2021) and backed up by 60,000 incredible 5-star customer reviews they're taking on the nasty chemical cleaning industry. I've joined Koh in 2018, in the years that followed they expended to the UK and made incremental growth years. My challenge was that, without much experience, I had to manage 6 people and start this all from scratch.