Case Study

At Above Audience, we worked with the tax preparation software company Intuit to boost visibility via several common keywords in the industry.

At the time, Intuit was adding on the Intuit Website Builder as part of their product portfolio. Based on their research, they found that their customers wanted simple tools for other aspects of their business as well, such as building their website.

The challenge for us was helping Intuit build visibility and become known for services outside of the main ones for which they are known. Plus there was some concern around their highly-specialized competitors like GoDaddy.

To solve that, we helped Intuit build visibility in organic search results. That meant building out content on the site to help position Intuit as a website-building solution.

Tactically, we used a mix of link-building techniques to help Intuit rank higher for relevant keywords in this space, and leveraged social media to connect with new users who had a high likelihood of being interested in Intuit’s new website building solution.

DisabledGo is an information provider for disabled people in the UK and Ireland. They provide information on 120,000+ places to go that are accessible (i.e. bars, parks, cafes, museums, etc).

Above Audience was tasked with helping DisabledGo execute an SEO migration strategy from an old platform to a new platform. The goal was to help DisabledGo acquire new customers while still retaining old ones.

They made sure that the move was as smooth as possible from an SEO point of view. For example, they implemented 301 redirects from old URLs to new ones across various forms of content. 301 redirects are ways to send readers and search engines to a different URL than the one that was requested by the server. This is a way to redirect users to a new page while still keeping 90-99% of the ranking power in search. They also transferred meta data (titles, descriptions, and tags) to the new site, set up Google webmaster tools, and set up a new sitemap.

The main goal of the project was to keep the site’s SEO alive throughout the migration, ensure that readers could still follow all the calls to action and navigate the site, and ultimately boost the number of new leads.

Above Audience helped DisabledGo boost their visitor numbers by 21% year over year. Because of the URL restructuring on the new platform, DisabledGo was able to rank higher than their competitors for keywords and phrases in their niche.

National grocery and pharmacy chain Harris Teeter approached us to help them boost visibility in social media.

The challenge in this case was the fact that there wasn’t much room for error. Grocery businesses have razor-thin profit margins, which means that every dime they invest into marketing needs to have a strong likelihood of producing a return. There’s not much to waste.

In addition to that, most grocery stores customers are located within a short distance from the grocery store of choice and don’t tend to venture further. These customers are also quite price sensitive.

We started off by testing a variety of different ad creatives, targeting segments, and placements. This helped us find a few combinations that delivered the most visibility for Harris Teeter in terms of social media fan base. Once the fan base was established, we started growing the engagement rates of posts.

The strategy we used to get in front of new customers was behavioral targeting. We implemented geographic targeting of ads, Lookalike Audiences, and oCPM (Optimized Cost Per Mille) bidding to stretch ad dollars the furthest.

On social media, images become “stale” faster than they do on other channels because of the speed of content consumption on social platforms, so we rotated fresh images more frequently.

Now, let’s talk results.

We drove 15,000 people to Harris Teeter stores with a single campaign. We also doubled Facebook reach within six months and monetized new fans.

Just one coupon campaign drove more than 25,000 conversions during the holiday season. We also boosted post engagement by 400%.