The company was established in 1922, is a subsidiary of a well-known multinational corporation that specializes in creating fragrances, flavors and aroma ingredients. They are experts in crafting the flavors that form the foundation of numerous successful food and beverage brands worldwide.
Despite being in existence for a century, the company was facing a challenge of low brand recall among the newer generation of stakeholders. To overcome this, the client sought to establish a stronger digital presence. The client was referred to Target Edge and has been working with them for more than four years. Initially, the client approached Target Edge with the following challenges:
We deployed a keyword mapping strategy that involved categorizing relevant keywords by user intent and developing customized content for each category. For example, blog posts were optimized for keywords indicating users' intent to seek information, while product and service pages were tailored for keywords indicating commercial intent. To further reinforce this approach, we executed various off-page activities based on the same keyword categorization.
We implemented a strategic three-tiered campaign approach, comprised of Top, Mid and Bottom-level-funnel initiatives. Each campaign was tailored to achieve specific objectives and featured unique messaging and targeted keywords. This approach successfully guided users towards the bottom of the funnel, leading to increased conversions. Meanwhile, we also utilized remarketing campaigns to effectively re-engage with users who had dropped off the funnel and keep them engaged with the brand.
After conducting a comprehensive audit of the audience's interests and engagement patterns, we formulated a content strategy that covers a variety of subjects, including the brand, its CSR efforts, services, legacy and employer branding. Our efforts paid off as we were able to build a wide and engaged community organically.
Since partnering with Target Edge, the client sees most website visitors coming from organic search, and they’ve increased conversions and contact form submissions, while maximizing their marketing spend ROI. Teaming up with us, the client has witnessed the following positive developments: