Liquid Ice – Reaching Out

Problem.

Digital advertising is defined by its multiplicity. Whether you’re an established brand or a start-up, the number of different routes you can take in digitally promoting your brand is (almost) endless.

Well, most of the time.

Liquid Ice approached us to help launch and promote their brand new e-liquid and vaping hardware store. Launching a new ecommerce website in an area where all forms of online advertising are off-limits – such as e-cigarettes and vaping – is an incredibly difficult task.

No social ads. No PPC. No TrueView. No display ads.

Solution.

Terrier set out drawing up a large scale, multi-channel outreach project. We specifically targeted the hundreds of micro-influencers in the European vaping community. In exchange for reviewing and posting content, influencers were able to sample the Liquid Ice range.

TFrom the off, we were keen to build an attribution model for every aspect of our outreach.

Every IG feed like and comment.
Every IG story.
Every view on YouTube.
Every blog post read.

To do this, we worked out our product cost (incl. P&P) and divided this by whatever our reach metric was. We worked out the monetary value depending on the specific format of each platform:

Instagram: PRICE (Product cost + P&P) / LIKES (Total IG likes on all posts by influencer)
YouTube: PRICE (Product cost + P&P) / VIEWS (Total YT views one each video by vlogger)
Blogs: PRICE (Product cost + P&P) / TRAFFIC (Total traffic on blog site over a month)

In regards to the blogs, we use a digital tool called SEMRush to estimate the amount of traffic that sees the product on the site over a month.

Results.

Instagram

Our directed activity on this platform is cheaper and more effective than any other method. We estimate that our activity will have a reach of over 800,000 people. Using conservative conversion rates, we estimate that this reach will guarantee a recall of over 100,000 users, and garner a direct engagement of 53,000 users.

Put simply, Instagram ads are too expensive and time-consuming, in light of these results.

Bloggers

Our activity with bloggers has a dual-effect: it reaches potential customers and improves the Liquid Ice site. We reached over 100,000 users through blog reviews, and at the same time gained trusted links to the Liquid Ice, improving its link profile and authority.

YouTube

Our activity with the e-liquid vlog community gained 5,000 views of videos purely reviewing our products.

They also provide vital no-follow links which balance the link profile of the site. This helps the strength of the Liquid Ice site to look natural and be respected by Google.

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Problem.

The KiK site had once performed extremely strongly in organic search listings, and reliably brought in a healthy revenue. However, over 2016 the brand lost this momentum. A decrease in revenue was paired with falling organic search listing figures.

Solution.

Terrier began exploring methods to build the site’s authority. Technical issues, such as page load speed, were identified and addressed. The site was updated with fresh, reworked content. To increase brand exposure, Terrier contacted hundreds of influential vaping reviewers, experts and vloggers from around the globe. These relationships promoted the KiK brand across a variety of respected channels.

Results.

KiK’s organic traffic listings rose back to the figures achieved previously.
Over 80 vloggers, bloggers & Instagram users agreed to review the product.
The brand got a top 3 ranking for the term “e cigarettes” in Google.
Overall sales from organic search increased 46% year on year.

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Problem.

One thing Original London Theatre has in buckets is original content. As a team, they produce great video content with alarming frequency. On YouTube, they’re streets ahead of any other UK theatre channel. However, this content wasn’t always fully optimised or ticking every technical box.

Solution.

We set out getting every piece of content up to best practice. This task ranged from developing strong, long-term themes for videos to sit within, to implementing stronger intros and annotated end cards on their YouTube content as standard.

Results.

Put simply: The Official London Theatre channel is now a best practice YouTube channel across the board. This in itself is great, of course, but it’s also supported in the numbers: over 3.5m views a month on average, massing an average monthly watch time of 3.5 million minutes.

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Problem.

4th & Reckless was a brand new eCommerce site that had only been launched for a year. The site was performing very poorly in organic search and only ranked for brand related terms.

Solution.

Working with the internal development team, Terrier helped amend the site’s structure to be inline with best practice. Next, we looked at areas across the site where we could dramatically increase the amount of content.

Terrier set out creating new content whilst also elaborating on existing content on product pages and categories. We then looked at building authority for the site by contacting hundreds of bloggers and vloggers to review free product in return for reviews.

Results.

• Over 52% increase in traffic to the site compared to the previous year
• Over 76% increase in organic traffic
• Over 84% increase in overall revenue
• Over 600 Vlogggers and Bloggers contacted

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Problem.

Taste Inc. wanted to increase the number of users who were aware of the brand and – in addition – had sampled the product.

Solution.

In short: Spread the word through online sampling.

Terrier set out contacting hundreds of influential bloggers, YouTubers and Instagramers across a wide variety of interest groups, asking users to try the product. Like the product? Perhaps throw a post up about it. No hard sales pitch, no time constraints…

Alongside contacting influential users, Terrier also got in touch with users already engaging with Taste Inc. to reward them for their advocacy and encourage future activity.

In an influencer world, everyday consumers can spot an #ad at fifty paces, so it’s important to encourage ‘real’ activity from the off…

Results.

Over 1,500 new followers across Instagram alongside increased rates of engagement across the channel.

Over 10,000 views of Taste Inc. vlogger related video content.

Over 50 bloggers mentioning the product – over 160% increase in traffic to the site as a result of the increased link profile.

The brand channels are now tagged in a steady stream of valuable user-generated content. So much so, Terrier and Taste Inc. now have a weekly comp where Taste Inc. re-gram one user food shot a week in exchange for a voucher. #TasteIncTuesdays is now the channel’s most popular feature.

Real photos of snacks, recipes, salads showcasing Taste Inc.’s versatile product.

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Problem.

Luxury homeware retailer Rooi had reached a ceiling and needed to propel themselves forward. Rooi highlighted a number of areas of concern:
– Steady but slow growth year on year
– Reliable yet lean sales figures
– A limited customer base

Solution.

Terrier set to work increasing awareness of the brand across the UK. To achieve this, we convinced over a hundred influential bloggers, Instagram influencers and over two dozen vloggers to review Rooi products on their relevant channels. All in return for just simply offering them free product off the site.

Results.

Rooi experienced growth in numerous key areas:
• 85% increase in overall traffic year on year
• 95% increase in organic traffic
• Over 3,500 engagements across Instagram (£0.10 per interaction)
• 50,000 views across vloggers’ channels (@ less than £0.01 per view)
• Over 6,000 referrals from bloggers to the site (£0.25 per visit)
• 78% increase in revenue

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Problem.

MTJ Associates approached Terrier to see how best to renovate their online presence. Their site was poorly structured and rarely appeared in organic search listings for local PR related terms. In addition to this, the site was severely outdated. MTJ wanted a site that felt like a one page site and was easy to navigate. We understood that the site needed multiple pages, with content, as it’s vital to gaining organic traffic rankings.

Solution.

The first step was to build a new WordPress site which felt like a very small site, yet with added hyperlinks to different images – allowing users to delve further into the site’s specific sections. This also allowed Google to crawl and index the multiple pages.

Results.

Following the site renovation, MTJ experienced a 32% increase in traffic to the site from non-brand organic search terms, paired with a 20% increase in page views across the site year on year.

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Problem.

Ormrod is a distinguished electrical wholesaler of residential and commercial lighting based in a highly competitive area of London, Chiswick. They came to Terrier as their sales figures were dramatically down year on year, combined with fewer inquiries coming through from customers. In addition to this, Ormrod’s organic search performance was lacking behind other rival retailers.

Solution.

Terrier set about optimising existing content across the site. We also looked at adding additional content to key, authoritative areas of the site, such as the category pages. Next, we highlighted structural weaknesses in the site that were hindering Ormrod’s organic search performance and began to fix them. Following this, we began evaluating different methods for building authority. We added the Ormrod site to a select group of highly trusted directories. After compiling a list of influential bloggers, Terrier began approaching them in regards to running competitions and giveaways on their sites, as well as editorial and review style content. Alongside this, Ormrod’s social media channels were supplied with a regular source of content, increasing their social media presence as a brand.

Results.

Ormrod now appears in the top three for dozens of keywords, something it failed to do previously. Across the board, visibility in organic search results increased by over 40%. Organic site visits, similarly, rose by over 25%.

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Problem.

Pure Smiles is situated in one of the most competitive districts of London, Fulham. Pure Smiles needed to improve its online presence to stand out from its competitors and improve its site traffic. Furthermore, in 2017 Pure Smiles opened a second branch in the Fulham area which needed to be added to the brand’s digital presence whilst also being promoted.

Solution.

Terrier got involved by increasing the amount of content across the site by writing up fully customised treatment pages across dozens of topics. We created engaging blog content around a wide variety of different topics. Increased onsite reviews of the great treatments offered by Pure Smiles and redesigned the entire site 3 times in the last 3 years. Terrier also began a blogger outreach campaign with a selection of motherhood and lifestyle bloggers with high followings.

Results.

Pure Smiles received (on average) a 44% increase in total traffic every year compared to the previous year. In addition, there was a 60% increase in organic visitors on average coming to the site year on year over the last three years. The stats continue to increase each month, with the last three months seeing over a 120% increase in users to the site over last three months compared to the same period of time last year. Bounce rates have also improved drastically: 65.96% lower rate over the last three months compared to the same period last year.

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Problem.

Cobalt were interested in developing a system for understanding the value of their site. Cobalt outlined a number of questions regarding their site’s overall value:

• How much is someone contacting Cobalt worth?
• How much is someone who submits a CV worth?
• How much is a successful candidate worth?

Solution.

First, Terrier put Google event tracking across the site and set-up a number of ‘goals’. Then, the quantity of leads was compared to the overall quality of those leads. This allowed for an attribution model to be built, telling us how much a website visitor was worth to Cobalt. Similarly, the model highlighted how much an application is worth.

These values offer a sizable insight with regards to marketing. Knowing how much a website visitor is worth allows for ad spending to be capped at a definite level. The Google event tracking ‘goals’ were associated with real life monetary value in Analytics. So, for example: A job application to Cobalt site being worth £—.

In addition to this, the new model revealed discrepancies in the reporting of candidates. We were then able to discuss the correct coding of website leads with the Cobalt team.

Results.

Cobalt know the value of a job application to the site and are equipped with the sums to monitor this value. In addition to this, we were able to analyse the initial conversion rates of good candidates and highlight when and where good candidates were ‘slipping through the net’. We increased the number of leads being correctly coded and saw a 75% increase in the number of good leads.

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