Initially there was no tracking setup to monitor actual conversions, so we had to begin without proper benchmarks and sought a really high goal which we did achieve in the first month.

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The client was a team of highly skilled developers focussed on building innovative Shopify apps. The company was first named Pix Applications. Although the client had support from a niche group of Shopify stores, they were having trouble scaling to the next level of business. This challenge is common for niche providers: how do you move from "1,000 true fans" to a market leader?

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.

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