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KOHA Pet is a premium pet food brand that began in 2014, dedicated to providing high-quality, limited-ingredient products for pets. Owned by Lonnie and Jennifer Schwimmer, KOHA is part of Nootie, a company founded in 2008 that offers wellness solutions, grooming products, and supplements.
KOHA’s offerings include a range of dog and cat foods that emphasize low-carb, high-protein diets made with novel proteins and minimal ingredients, catering to pets with specific dietary needs. The company’s corporate headquarters is located in Boca Raton, Florida.
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Challenges and Objectives
KOHA faced the dual challenge of sustaining impressive growth while reducing reliance on expensive paid advertising channels like Facebook and Google. To address this, they needed to balance continued growth with cost-effective strategies. Specifically, KOHA aimed to:
- Sustain Growth with Reduced Ad Spend: Achieve ongoing, sustainable growth without the heavy investment in paid advertising that had previously driven their expansion.
- Ensure Profitable Expansion: Focus on acquiring new customers in a cost-effective manner, avoiding the high customer acquisition costs (CPA) and diminishing returns associated with aggressive acquisition tactics.
- Enhance Customer Retention: Increase not only the volume of new customers but also the loyalty of existing ones, thereby boosting repeat purchases and ensuring that growth was driven by both new and returning customers.
To tackle these challenges, KOHA partnered with Growth Marketing Pro to achieve strong, profitable growth with minimal reliance on costly ad campaigns. Their objectives included increasing organic traffic, enhancing customer retention, and achieving growth in a financially sustainable manner.
Strategies and Tactics
Growth Marketing Pro devised a comprehensive strategy focusing on several key areas:
- Content Optimization and SEO
- Performed a Site Audit: Conducted a comprehensive site audit to identify and resolve technical SEO issues, ensuring that KOHA’s website was fully optimized for search engines and providing a smooth user experience.
- Identified CRO Opportunities: Identified and implemented conversion rate optimization (CRO) opportunities across KOHA’s website to enhance user experience and boost conversion rates.
- Keyword Research: Conducted thorough keyword research to target high-intent search terms relevant to KOHA’s offerings, focusing on terms that would attract potential customers who are further along in the buying process.
- Blog Writing: Maintained consistent blog writing to engage KOHA’s target audience, addressing common questions and pain points, which helped improve search engine rankings and establish KOHA as a trusted authority in the pet food industry.
- Landing Page Creation: Developed and optimized new landing pages designed to convert visitors into customers, aligning these pages with KOHA’s overall business goals and customer acquisition strategy.
- Paid Advertising Optimization
- Adjusted tCPA and ROAS Targets: Implemented more aggressive adjustments to target Cost Per Acquisition (tCPA) and Return on Ad Spend (ROAS) to enhance the efficiency of ad campaigns and improve overall performance.
- Refined Keyword Strategy: Shifted focus to more exact and phrase match keywords, moving away from broad match terms to better target high-intent audiences and improve ad relevance.
- Aligned URLs with Keywords: Modified URLs to align with the keywords being bid on, ensuring a cohesive connection between ads and landing pages for improved user experience and higher conversion rates.
- Implemented Negative Keywords: Introduced negative keywords to filter out irrelevant traffic, reducing wasted spend and improving the quality of leads generated from ad campaigns.
- Increased Budget Allocation: Directed higher budgets towards campaigns that demonstrated strong lead generation and positive ROAS, optimizing the allocation of resources to maximize campaign effectiveness.
Lonnie Schwimmer, Founder & CEO, KOHA
“If you want to stop paying rent to Google then call Hailey and Mark from GMP. They are true professionals with SEO and deliver results. Besides delivering results with SEO, they care about the money you spend on Google ads like it is their own. We tried to compliment our SEO work ads and unlike most agencies, where they say ‘give it more time, or spend more money’ they quickly determined that it was not in our best interest, even though they would be losing ad management fees.”
Results
The collaboration between KOHA and Growth Marketing Pro yielded exceptional results within 12 months:
- Organic Traffic Surge: Achieved an 823% increase in organic traffic, driven by consistent SEO initiatives and content management.
- Lowered CPA: Improved the CPA by 30% while maintaining conversion volume.
Conclusion
Growth Marketing Pro’s strategic and data-driven approach facilitated KOHA in achieving phenomenal organic growth while reducing their reliance on costly paid advertising. The success of this engagement underscores the importance of sustainable growth strategies, precise targeting, and a focus on customer retention in driving long-term business success.
Ready to see how Growth Marketing Pro can drive growth for your business? Schedule an introductory call with our team to explore how we can meet your business needs.
