Project Overview
Project Overview
Since its inception in 2011, this company has been designing frequency therapy devices that mitigate the harmful effects of electromagnetic field (EMF) radiation – from WiFi, mobile phones, wearables, etc. – and harmonize people’s surroundings. It has been serving households, offices and health and wellness clinics in the European market.
The company was in an expansion bid when it enlisted Thrive Internet Marketing Agency to grow its social media presence in the United States. Its goal was to raise brand awareness and generate more website traffic and conversions in this market. Our online marketing agency immediately ramped up the company’s organic and paid social media marketing efforts, followed by pay-per-click (PPC) advertising and Amazon marketing.
Starting April 2020, our partnership has helped the client achieve – and exceed – its new market penetration goals. Its U.S.-based organic reach has skyrocketed to a total of 31,009 followers across all platforms. Also, its site has gained additional 87,579 visits from Facebook referrals alone.
The Highlights
Tapping into Thrive’s social media expertise has resulted in a massive increase in exposure for the premium brand. In less than 18 months, it has garnered 5,557,017 organic impressions and 92,743 organic clicks on Facebook, arguably the biggest social channel to date.
Further, social-driven conversions in the form of website traffic referrals have soared, alongside other key website metrics year-over-year (YoY):
- Average Time on Page: 2:26
- Bounce Rate: -49.8%
- New Website Users: +257,302
- Pageviews: +1,078,366
- Sessions: +383,118
Through strategic ad targeting, our social team also capitalized on the client’s rising popularity in the U.S. market to produce profitable yields.
Executing the Strategy
THE CHALLENGE
The company had established a strong presence in Europe prior to working with Thrive. But for it to introduce its upscale EMF mitigation products to an American audience, it needed a partner to understand its target customer segments and how to pique their interest. U.S.-based marketing and brand positioning strategies require alignment with the American calendar and culture to determine things like holidays to leverage and states to focus on. When done right, these personalized efforts can bolster brand awareness and enrich user engagement.
Moreover, outreach and promotions should be customized for the most viable online channels. And ignoring this factor had led to the lackluster performance of the paid social media ads deployed by the brand’s previous agency.
To successfully drive website traffic (conversions), sizable advertising campaigns should be run alongside organic social media and related digital marketing strategies. This holistic approach would ensure that the company is connecting and building trust with their potential customers where they love to hang out.
THE SOLUTION
Thrive’s main offering to the client was social media marketing. Our team of strategists and specialists conducted a brand audit and competitor analysis, identifying proper channels, branding opportunities, competitor weaknesses and core metrics.
Amazon marketing and PPC initiatives were also employed to achieve maximum exposure, amplify conversions and improve sales.
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Social Media Marketing
Thrive’s social media marketing experts positioned the brand in front of audience segments that would be interested in and most likely to use its products.
We deployed the following organic and paid tactics to accomplish its marketing and branding objectives:
- Defined target groups to maximize each platform strategically
- Developed a consistent brand voice
- Established the client as a trusted source on EMF mitigation and environment harmonization information
- Provided engaging, value-adding organic content (branded and curated)
– Explain the science behind the products through infographics, improving credibility when competitors ran smear campaigns
– Engage users through U.S. holiday sales and giveaways/contests - Boosted high-performing organic posts
- Implemented paid advertising campaigns focused on follower growth, brand awareness and website traffic (conversions)
We also identified metrics to track and analyze based on the social media conversion funnel. For instance, for the “Connect” or top-of-the-funnel stage, we measured the followers and reach of the client’s social profiles. Our strategists then used the data to provide recommendations for the ongoing campaigns.
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Pay-Per-Click Advertising
Search engine placements were crucial in cementing brand recognition, opening up remarketing opportunities and increasing conversions. To this end, we set up campaigns on Google Ads to enhance the client’s visibility on Google properties such as Search, Partners, Display and Remarketing.
Our PPC services also included:
- Full account audit
- Keyword research and strategy
- Landing page review and recommendations
- Quick-win opportunity mapping, e.g., keyword conflicts, inaccurate bidding strategies and incorrect targeting
- Campaign monitoring and fine-tuning
The primary goal was to show the company and its products to high-intent search engine users, generating as many impressions and clicks as possible. We designed engaging ad copy and visuals that directed leads to landing pages designed to increase conversions after clicks.
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Amazon Marketing
To give the client an edge over competitors on the Amazon Marketplace, our eCommerce strategists optimized Product Detail Pages (PDPs) and launched Sponsored Ad and Sponsored Brand campaigns.
The client’s Amazon marketing game plan involved:
- Optimizing PDPs to allow the company to run Amazon ads
- Adding infographics to call out the benefits of each product
- Optimizing product listings for search ranking optimization
Since the company did not have the Amazon Brand Registry in place, we were limited on the types of ad campaigns we could create. So we focused on:
- Deploying automatic and manual ad campaigns
- Creating branded and misspelled keywords campaigns
We set these vital Amazon Marketplace processes in motion to elevate the brand’s SKUs in the search results, increase product views, generate conversions and grow its revenue.
The U.S. market outlook remains bright for this EMF mitigation company. As such, we continue to enhance its brand value and visibility across multiple channels, leading us to explore new avenues for further expansion like influencer marketing.
