Selling a home is a stressful and overwhelming experience, with more confusion, complexity, and choices than ever before. SOLD.com offers free services to home sellers, aiming to save time, reduce stress, and improve outcomes by delivering data-driven content and personalized recommendations.
The housing market faced significant challenges, in just 3 years, there was a 4.82% increase in interest rates and average house prices inflated by 31%. Additionally, Meta's revised advertising policies hindered SOLD.com's ability to target home buyers using phone numbers and zip codes. Faced with these hurdles, SOLD.com was compelled to adapt their strategy to sustain profitability in a decelerating market.
We refocused SOLD.com's strategy from buyers and sellers to real estate agents. By optimizing and gamifying their agent portal, we enhanced user engagement and experience. This approach showcased SOLD.com's lead generation effectiveness and incentivized agent participation.
Our targeted Facebook advertising, refined through A/B testing, efficiently attracted agents with clear, concise messaging.
This pivot successfully drove traffic to the newly enhanced agent portal.
Within the first two months of our new agent-focused campaign, SOLD.com's Facebook ads soared from a 40% ROI to 362%. The agent platform's conversion rate increased from 5.8% to 13.3%.
The campaign has remained profitable, helping SOLD.com thrive in a sluggish market. Its success led to the development of a new lender platform, even amid rising mortgage rates.
This blend of innovation and data-driven strategy has not only sustained the business in challenging times but also established a new benchmark for excellence.
Tuft & Needle is an American mattress and bedding brand. At its launch in 2010 T&N was among the first online, bed-in-a-box companies to disrupt the brick-and-mortar industry.
T&N approached 97th Floor to increase organic reviews and organic market share for the online sleep space. In addition to their 3 main mattresses, they also sell bedding products (blankets, pillows, duvets, etc.) and other sleep-related products (furniture, noise-canceling machines).
They wanted their blog to generate more revenue from the high traffic numbers they were seeing. The sleep space is full of very competitive KWs which made this all the more challenging.
To address the prevalent issue of sleep deprivation on their blog, especially among parents, we partnered with T&N to refocus the sleep conversation. Understanding that mothers and fathers lose significant sleep in the years following childbirth, with only 10% getting the recommended rest, we saw an opportunity for impactful change.
Our response was the Sleep Ambassador Program, selecting 8 from 331 applicants to receive sleep enhancement products, expert consultations, and personalized sleep courses. Complementing this, we produced over 60 resources including blogs and infographics, all aimed at helping parents achieve better sleep.
Tuft & Needle saw a 57% increase in revenue compared to the same period the previous year. In addition, there was a 35% rise in total transactions. The campaign's reach was further amplified through social media, garnering over 529 million impressions in just 3 and a half weeks.
This extensive online presence was complemented by 93 unique earned media impressions across prominent platforms like Newsweek, MSN, Yahoo Finance, Tom’s Guide, Trend Hunter, and various CBS and ABC affiliates, showcasing the campaign's widespread recognition and impact.
"97th Floor brings a lot of good ideas on how to refine what we’re doing." – Erick Frierberg, Chief Marketing Officer
Solo.io is an Application Networking Platform enabling companies to take the next step in their cloud journey.
When Solo.io came to 97th Floor we established that they were missing out on impressions due to budget constraints and outdated geo-targeting, so they doubled their Google spend. This move enhanced their brand visibility, a key performance indicator.
Their prime objective, however, remained boosting Marketing Qualified Leads (MQLs) where a lack of mid-funnel strategies in Solo.io’s existing campaigns hindered their conversion efficacy.
Using in-depth persona research, we developed and pitched a full-funnel LinkedIn campaign that would target personas for Solo’s two main products: Legacy API Gateway and Gloo Mesh.
The campaign included newly designed and written ads at the awareness, interest and conversion stage to meet Solo’s market where they are and move them through the funnel.
Solo.io would deem the campaign successful if we achieved a Cost Per Lead Under $200.
In just 4 months, the LinkedIn campaign generated 246 leads at a cost of $141/lead. This is a 26% increase in total leads and a 29% decrease in total cost per lead for Solo.
Gympass is an all-in-one employee benefit that provides flexible access to a huge selection of gyms, studios, classes, training and wellness apps.
Gympass approached us for a strategic partnership to enhance their current strategy and contribute insights for future endeavors. Their objective was to establish themselves as a leading information resource for HR specialists. This required the development of substantial content aimed at ranking for high-difficulty keywords and accruing backlinks.
Our initial analysis revealed that Gympass' website had a strong domain rating but lacked a sufficient number of backlinks. We recognized the potential for a robust SEO strategy by focusing on acquiring quality backlinks, implementing optimizations and technical improvements, and producing outstanding content.
We opted for a hub and spoke model for content creation, focusing on internal linking to boost page authority. We built out a 3-month plan to produce 28 content pieces monthly, including 2 hubs and 26 spokes, ensuring a minimum of 3-5 spokes per hub. Our content selection was driven by high-volume keywords to maximize audience reach.
Internal linking works to boost authority to target pages by having pages with similar topics point to one page as an authority. A hub and spoke strategy would allow us to create content strategically in groups to maximize internal linking potential and boost key pages faster.
Each piece of content would be written with various organic tactics in mind to be competitive on the SERP, provide helpful content for the user, and maximize the page’s ranking potential.
Working in close collaboration with Gympass to align with their objectives and refine our strategy, we've achieved notable success in producing high-quality content. This content ranks prominently in the SERPs for strategically selected competitive keywords. Our accomplishments include the publication of 61 pieces of live content, the attainment of 193 keyword rankings, and the acquisition of 70 organic backlinks.
Zhou Nutrition is a supplements company committed to combining nature’s nutrients with science-backed formulas, offering a line of clean supplements to support an active lifestyle.
Zhou Nutrition’s products were about to perform a geographic test-launch in Target. In order to show their worth to the retailer, Zhou Nutrition wanted to boost sales not only through e-commerce, but also in-store Target, a digital campaign that can be challenging to track.
97th Floor targeted 430+ stores and created 160+ ad sets. As part of these ad sets, we targeted those individuals that lived or were recently in an area around the stores that Zhou’s products were in. $30,000 in ad spend was budgeted for these 433 locations meaning that each location only got $4.62 in daily ad spend.
In addition to this geotargeting, we retargeted women who were on customer purchase lists we got from Zhou and we also created a lookalike audience from those lists.
As the campaigns were running, we further optimized them by identifying underperforming stores & locations, shutting off low performers, and re-allocating budget from low performers to top performing segments.
These launched campaigns and optimizations resulted in week-over-week improvements in click-through rates and costs-per-click. Partnering with Zhou Nutrition’s partner at Target, we were also able to track improvements in foot traffic and in-store sales at Target.
Zhou Nutrition’s geo-targeted Target campaigns yielded profitable sales for Zhou Nutrition, while also leading to increases in non-Zhou Nutrition products, thus strengthening the relationship with Target.
Gigamon is an analytics network vendor providing hybrid cloud infrastructure, security, and observability solutions for the world’s most demanding enterprises.
Gigamon was doing everything right in pursuit of first-page rankings for their industry's coveted keyword - "network security" - but they weren’t seeing any progress.
A top-10 spot for this keyword would give Gigamon serious edge.
When 97th Floor stepped in, we decided to optimize Gigamon's focus page for a lower-volume keyword.
Page and domain-level reports as well as semantic and technical SERP analysis alerted our team that a series of small optimizations in a holistic SEO strategy could be the counter-intuitive solution to ranking for "network security.”
We strategically switched our focus to the keyword “network security tools,” which gets searched just 600 times each month.
Our targeted optimizations quickly propelled Gigamon to the front page for "network security tools" within a month, and to the top position the following month. Concurrently, we secured 40 new domain links in a single month.
Our dual approach effectively boosted Gigamon's SERP standing. Remarkably, the very next month we secured the 5th spot for "network security", the ultimate goal.
This strategy led to a significant 94% increase in sessions for Gigamon. Today, this page continues to attract more organic traffic than any other on their site, playing a pivotal role in their impressive 50% year-over-year increase in organic traffic.
"If you need somebody to be dependable like they're internal and to really care about the outcomes of your marketing programs, then 97th Floor is a great partner." – Kate Evetts, Director of Digital Marketing at Chronosphere
Chronosphere is a SaaS-based, cloud-native monitoring solution for enterprise businesses. Chronosphere’s platform gives companies the ability to remediate issues faster with real-time insight while getting data growth under control.
When Chronosphere came to 97th Floor, their strategy was hyper-focused on target accounts and driving awareness. They had a lot of traffic but were not generating many leads. They partnered with 97th Floor to increase brand awareness, drive more traffic to their site, and most importantly, increase their number of demo requests—all at a lower cost per demo.
When we caught wind of major industry events on the horizon, we immediately saw a golden opportunity to spotlight Chronosphere to an engaged audience. With key events unfolding in New York City and Detroit, we zeroed in on a strategy that would ensure Chronosphere couldn't be missed.
Our move? We went big with out-of-home advertising, choosing the in-airport TV network ReachTV for our canvas. Timing was everything, so we aired our ads right when flights were buzzing in and out of the event cities—capturing attention before and after each event. But we didn't stop there. We made sure Chronosphere was the talk of the town, with our ads riding high on taxi tops, ferrying attendees through the hustle and bustle of the city streets. This wasn't just advertising; it was about making a statement where it mattered most.
Our out-of-home (OOH) ad campaign for Chronosphere significantly boosted engagement: US site traffic increased by 46%, with a standout 743% rise in Detroit and an 18% uptick in NYC. Impressions for “what is Chronosphere” jumped by 81%, while the “Chronosphere vs Datadog” comparison saw clicks and CTR surge by 400% and 381%, respectively.
Algorithmia offers software for building and deploying machine learning models.
Despite efforts on multiple advertising and organic channels, Algorithmia struggled to know where to invest growth resources in a way that would grow the business. After a few months of working together, 97th Floor knew which channels could reach Algorithmia’s highly technical target audience—an audience that despises ads.
Algorithmia needed strategic ads to break through the noise and connect with their skeptical audience.
To start, 97th Floor teams dove into forums, social media groups and websites where key personas spent their time online. This in-depth persona research led to the “We Get You” campaign.
Campaign messaging expressed an understanding of the audiences’ jobs, pain points, and humor. The ads leaned into their audience’s ad aversion by providing a solution—clearing up both literal and figurative “clutter.” Instead of creating generic whitepaper ads, these ads provided actionable information we knew Algorithmia’s audience cared about.
Using our new robust consumer personas and multi-service, multi-expertise approach involving content creation, advertising, design, and revenue operations, 97th Floor launched an ad strategy that broke through cluttered social media feeds and connected with Algorithmia’s audience. Algorithmia’s growth soon led them to be acquired by DataRobot.
"Choosing 97th Floor has been an unwavering decision for me since working with them at Algorithmia. Their consistent commitment to innovation, unparalleled expertise, and a results-driven approach (focusing on leads and bottom line performance) make 97th Floor not just an agency but a strategic partner for SEO and Paid Advertising. Their dedication to exceeding expectations is why I choose to continue this impactful journey with them, time and time again." – Jonah-Kai Hancock Vice President of Demand Generation
Hiya is the developer of a caller identification application designed to offer a better phone experience to mobile users worldwide. The company's services identify unknown numbers and automatically block scam and spam threats across the globe, enabling users to stay protected and block unwanted calls.
Hiya came to 97th Floor as a startup shortly after they had received series A funding. While Hiya had a stronghold in the consumer market, they needed help developing a lead generation strategy for their new B2B product offering.
97th Floor’s initial audit revealed that existing LinkedIn Ad campaigns were inefficient due to a lack of persona-specific ads and content. Two campaign types - one based on job title and another targeting specific companies- were blended together, prohibiting Hiya from speaking directly to one persona or the other. The generic, broad ads couldn’t cut through the noise to reach end users. We took the following actions:
Within 5 months of re-launching ads, the Hiya and 97th Floor teams recorded the company’s highest-ever B2B Marketing Qualified Lead (MQL) volume, highest-ever Sales Accepted Leads (SAL) rate, and lowest-ever Cost Per Conversion.
EOS is a beauty and skincare company that uses playful design, sustainable ingredients, and delicious flavors to deliver products that feel like a treat for their consumers.
EOS is a highly creative brand with fun content, but when they came to 97th Floor they weren’t leveraging their audience to maximize website conversions. EOS needed real customer personas, a well-defined buyer journey, and an massive increase in awareness.
Using a series of tools and customer data analytics, 97th Floor built five EOS consumer personas. Each persona included personality traits, concerns, risks, influences, an analysis of the buyer’s current status with EOS, and solutions for improvement.
This in-depth analysis led to a full-funnel strategy, including launching on new platforms. Our research also inspired us to craft persona-focused messaging. For example, our discovery that certain personas were interested in astrology led to an entire zodiac signs campaign and targeting based on birth month.
This small but powerful insight paired with gorgeous, intentional design made for incredible performance.
When first launched, we only spent 4.1% of our Facebook budget on Zodiac ads. Despite that, 42.5% of EOS' total purchases came through Facebook during that time. These ads drove action with the highest volume of purchases and the highest historic ROAS. They encouraged engagement with 22.9% of our Facebook comments and 10.1% of our Facebook shares. Due to high performance, we allocated more budget for these ads.
