Content Creation
Dating Media Content
We were approached by a client with a unique consulting service.
This was a matchmaking service that created a platform to bring Japanese locals with foreign nationals in Japan.
The client already had a paid advertisement strategy and was looking for an automated and long term solution to their marketing endeavors.
With strict restrictions on advertising in the dating industry Japan, they were looking for something new.
High CPA of Advertising
The client’s main form of customer acquisition for years was paid PPC and media buying advertising.
With paid advertisement they experienced a number of issues.
The first and main issue was that the cost of advertising in the dating niche was a lot higher than others.
Therefore they regularly experienced a less than affordable cost per acquisition (CPA).
In addition, they found that the guidelines for dating ads were very strict and restricted their strategy.
Our Solution
We proposed and introduced an overhaul in the client’s SEO strategy, complete with an owned media strategy and content that targeted their specific persona audience.
We changed their ‘latest news’ style of web content and turned it into an informative, targeted and fan-building organic platform.
In the first few months, their content was ranking in the top 3 positions of search results of their desired keywords.
Low Conversion Rates
Low conversion rates are another major issue the client faced.
Dating in Japan sometimes involves stigma and is a difficult industry in general.
The client found that many clients would not convert after making an initial inquiry.
The client would spend a lot of manpower and resources trying to nurture leads. However, despite this, they would end up with a high percentage of leads bouncing.
Our Solution
Using the owned media platform created above, we turned content into an ‘education tool’ in which leads could learn more about the service and be equipped with vital information to make decisions faster.
Also, through the implementation of an automated email marketing series, we streamlined the lead nurturing process to be automatic.
Therefore creating more potent leads come closing time.
Broad Audience Targeting
Another cause of low conversion rates was attributed to the client targeting such a broad audience.
Similar to the above, the client would spend time and resources nurturing leads that were completely different from their primary target persona.
With the average cost of consultation being in the higher scale, their desired target was individuals that could pay for their service.
However, they would nurture targets to find that they couldn’t pay.
Our Solution
Through owned media we addressed this issue by adding in content and filters that would make this average spending per customer figures more transparent.
In turn, making this ‘persona’ more transparent to new leads.
This resulted in the more effective filtering of leads and leaving only high quality leads for the client to focus resources on.
Our Solution
Results
21,000 Organic Users
Within the timeframe of approximately 3 months, we increased the client’s organic traffic to 21,000 organic users. More than 10x more than before we optimized.
Increase Conversions
Through informing and educating potential leads, the client was able to increase their overall closing conversion by 1.5 times.
Resource Optimization
With the automation of lead nurturing, the client’s staff was able to allocate less resources in low quality leads, and spend more time in other ventures such as marketing.
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