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Vibs started her own all-natural, food-based skincare range because she felt there wasn’t a product that was actually, completely natural, anywhere on the market. She named her range Okana. With ambitious growth targets, they turned to Synapse Search to help with their digital marketing.
Okana’s challenge was simple. Get 5,000 customers per month. Most agencies would have proposed a paid media-heavy strategy, which would have bought these customers at a similar CAC to previously.
Rather than accept the status quo, Synapse decided to challenge Okana’s thinking and went back to the drawing board to develop their long term KPIs. Synapse reframed the goal – decrease the CAC by over 75% over 12 months, with the same budget.
To do this Synapse Search developed a multi-channel organic growth strategy, based on SEO. The strategy developed, utilises a mix of organic and paid channels to balance short term returns with long term reduction in customer CPA and increase in Customer Lifetime Value (LTV).
Search Engine Optimisation (SEO) is the foundation for organic growth and in this case was used as the primary organic growth channel, and was tailored to target potential customers in all awareness, consideration and intent stages of the purchase funnel. SEO plays an important role in reducing the CPA for new customers, as the ROI is compounding in the long term.
AdWords is used to drive a consistent influx of new customers at the intent stage of the purchase funnel to drive short term revenue.
Content was strategically interlinked to create a semantic map for Google to understand the site and it’s relevance to a wide variety of target keywords.
Overall this strategy would increase organic traffic by over 1500% year-on-year, thus achieving the ambitious KPIs developed in consultation with Synapse.
This organic growth in both awareness, traffic and revenue means that Okana is now able to increase their investment in growth. They’re able to plan ahead strategically, knowing that the growth they have invested in, is both sustainable and compounding. Asking for more marketing budget is a completely different conversation when your marketing effectiveness is continually improving.
Furthermore, Okana have created a defensible position for themselves in their market. Competitors entering the market will either have to literally pay the price for growth via paid channels, in which case their margin will suffer, or play catch up in the organic rankings.
Now thousands of Kiwis are discovering the benefits of Okana’s natural, food-based skincare range as an alternative to chemical skincare products and this New Zealand owned and operated business is here to stay.
The moral of the story is – it’s never too early to start investing in SEO.
Synapse Search is offering 45% OFF their SEO Audits until the end of November!
Synapse onboard every new customer with an in-depth needs analysis. We then check the foundations of your SEO by carrying out a Technical SEO Audit.
What is the first step to reducing your Customer Acquisition Cost? Investing in organic growth.
Why is SEO so important for organic growth? SEO is often the highest ROI digital marketing channel and the foundation for any organic growth strategy as targets customers with the highest intent – when they are actively searching for you.
What is the first step in SEO? A Technical SEO Audit.