Case Study: Transforming Digital Marketing Strategy and Tactics for Enhanced ROI

10x return on every dollar spent within six weeks, compounding to 113x over the months that followed.

Is a prominent player in the Health & Wellness sector, primarily selling products online. Their brand gained a significant boost when one of their products received a nod on the Dr. Oz Show, which led to exceptional search engine rankings and organic traffic.

• Health
• Wellness

Initially, Common People was hired to provide blog content. However, the departure of the digital marketing manager created a strategic gap. They then relied on us to fill this gap by providing a comprehensive content marketing strategy across their blog, website, and social media channels, working in close collaboration with their social media manager to ensure all content pieces were purpose-driven.

A significant problem arose due to the previous contractor’s use of blackhat SEO tactics, resulting in over 75,000 spammy backlinks to the site. This predated the era of bulk disavow tools, presenting a considerable challenge: manually disavowing each link or finding an alternative strategy. As a direct consequence, search engine rankings, and thus customer acquisition rates, severely plummeted.

Adding to the challenge, changes in Facebook ad policies led to high customer acquisition costs and saturating the addressable market geographically targeted by their ads.

Common People jumped in and conducted a deep dive into the client’s analytics to trace the customer journey and pinpoint the most profitable segments. We identified content pieces that had a statistically significant impact on purchase decisions and restructured the user journey to elevate these content pieces.

Our tailored approach included:

• Rebuilding the email onboarding sequence: To ensure that prospective customers moved seamlessly through the sales funnel.
• Redesigning the blog and site user experience (UX): To engage visitors with high-performing content effectively.
• Setting up custom conversion tracking: To attribute specific conversions to the pieces of content that influenced them and to optimize these touchpoints for better performance.

By refining the user journey around the top-performing content, we managed to revitalize the company’s sales pipeline.

The immediate and sustained gains from our efforts were clear. Specific content pieces began showing tangible results in lifting purchase decisions. Within six weeks, we achieved a remarkable 10x return on investment (ROI) for every dollar spent on Common People’s services. Continued efforts led to compounding ROI, ultimately reaching 113x ROI.

The Result data:

• Within six weeks: Achieved 10x ROI
• Over subsequent months: ROI reached 113x
• Overall Impact: Significantly increased monthly sales, outperforming a 30-person sales team through effective content marketing and strategic user experience redesign.

Transformed Business Outcomes:

Our strategic approach not only resolved immediate issues but enabled the client to outperform their entire sales team, demonstrating the power of well-executed content strategy and operations.

For hiring managers or project managers seeking impactful project-based partnership, Common People has proven expertise in driving substantial results.