Taste Inc. – Pushing Outreach Through Bloggers, YouTube and Instagram

Problem.

As a leading recruitment agency, Cobalt constantly connect with potential employees and recruiting employers alike. However, the Cobalt site’s conversation rate was poor and had the potential to be far stronger. In addition, the site suffered from a low rate of organic users entering the site from any page other than the homepage. The bounce and exit rates (from organic search) were correspondingly high.

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.

Taste Inc. was struggling to maintain the sales required to stay on trial in Morrisons.

Solution.

Put a 1km radius around all 281 Morrisons stores where the product is on trial across Facebook and AdWords. We then focused this radius targeting with further options, guaranteeing that the ads weren’t shown to irrelevant people (ex. vegetarians).
In short: Only potential customers living in those areas were targeted.

We then targeted users across both channels with a series of fun animations – each individually focused on the brand’s core USPs – to increase brand awareness of the product. Users who engaged with the first creative were retargeted with a second creative highlighting a different product USP, the second creative with the third, etc. until users had seen the 5 different animations.

Finally, we ran a competition to giveaway 1,000 products which we could promote across our video ads as a call-to-actions.

Results.

• 5 new animations
•We had over 1.38 million views of all the animations on YouTube at an average of 1p per view.
• 490,000 views of at least 10 seconds were achieved on Facebook.
• 4.4 million users saw at least 5 seconds of the animations.
• 16,500 people entered out 1,000 product giveaway competition.

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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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Problem.

Derek Rothera approached Terrier as their site had become out-dated. To update their website to include all necessary functions, a complete HTML overhaul. Developer costs to even renovate a section of the site were costly. Furthermore, their site was poorly indexed and only 20 or so pages were being indexed by Google – resulting in poor search engine performance.

Solution.

Instead of a HTML rebuild, Rothera’s site was moved over to the commonplace web platform WordPress. This allowed the Rothera team to easily make amends to their site, as well as adding team updates and running a blog, without the knowledge and time of a developer. In addition to this, the site’s new structure meant it was easily crawled by Google and other search engines.

Results.

Rothera’s new site was fully mobile responsive, easily updatable and correctly indexed. The site also brought Rothera’s brand up to date and modernised its digital identity, increasing new customers’ trust in the brand.

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Problem.

The Millenary Works is a well-established antique centre and gallery in North London. Over the last few years, they have experienced a slowdown in footfall and trade. Their site hadn’t been changed in over a decade, and thus was out of touch with today’s digital world.

Solution.

Terrier first set out to radically renovate their online site structure. We built a Shopify site that was easy for the client to use and regularly update with information and stock. We optimised the site for customer searches, developing an efficient keyword tagging system for the store’s back catalogue.

Results.

Traffic has risen by 30% month on month since the new site was launched. In addition to this, inquiries about products have risen by 25% month on month. The new product keyword tagging system has opened up their wide range of stock where previously some items went missing among the sheer volume of other products.

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Problem.

The Ryan Thomas site over 7 years old and hadn’t been maintained. The site was poorly build and riddles with structural issues that were hindering the brand’s performance in organic search.

Solution.

We built a brand new site build on the Magento 2 platform, moving the brand away from the old, fiddly customised CMS. We implemented dozens of changes to make the site adhere to Google’s best practices.

Results.

The new site build achieved:

• 15% increase on average each month in traffic to the site since it’s launch.
• 25% increase in organic traffic on average each month since launch.

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