TaikiUSA
B2B Content that Attracts and Converts
Millions of people around the world use products manufactured by TaikiUSA, but few know the company by name. Taiki is the leading global manufacturer of facial sheet masks and other beauty tools and applicators. They work with beauty and skincare brands of all sizes to create both turn-key and custom products that meet the needs of their customers.
Taiki engaged me and my team at Ridge Marketing to assist in creating B2B content that speaks to their audience throughout the buyer’s journey.
Deliverables
I worked with TaikiUSA’s internal teams as well as Ridge Marketing’s designers and developers to create fresh content that promoted Taiki’s core competencies and new products as well as industry trends and market updates.
Website SEO
I optimized Taiki’s current website with the goal of obtaining targeted featured snippets and increasing organic traffic. For new and featured products, I wrote blogs and new product landing pages which were then promoted in Google and LinkedIn ads as well as email campaigns. taikibeauty.com
Paid Social Advertisements
Because Taiki wanted to target specific companies and roles, I set up a series of LinkedIn campaigns that served branded, product and content ads to their audiences. I worked directly with Taiki’s marketing and sales team members to strategize paid social campaigns and create a content calendar. Then I created the ads and managed the campaigns, reporting progress back to the client and making adjustments as needed.
Email Nurture Campaigns
After transitioning from Salesforce Marketing Cloud to Pardot, I helped Taiki repurpose older content by building email nurture campaigns. When a prospect downloaded a gated asset or abandoned the Contact Us form before completing all the steps, they were entered into one of five drips, based on their designated area of interest. They then received weekly emails promoting relevant content and products, encouraging them to return to the site and convert.
Infographics
Lead Generating PDFs
Facial Masks Report
Sheet masks may be well-known today, but even just a few years ago skincare consumers across the United States were only just learning about this K-beauty trend. In 2018 (later updated in 2020 to reflect new market data), I wrote an industry report which included information about the sheet mask market as well as different types of mask materials and their respective benefits.
I then repurposed the report to create supporting pieces of content, including social media content, blogs, videos and infographics.
Launching a Successful Sheet Mask Line
Many emerging and independent skincare companies want to build their brand on a cornerstone sheet mask product, but the market became highly competitive and many didn’t know where to start. As a leading sheet mask manufacturer, Taiki was eager to tap into this market. I wrote an extensive guide that includes contemporary consumer research and growing trends that can help newer brands stand out in a crowded marketplace. After prospects downloaded the guide, they were entered into an email nurture campaign in order to qualify leads for sales reps.
Video
A companion piece to the Facial Masks Report, I wrote the script, helped cast the model and worked on-site to set up the shots. After the video was finalized, I created email campaigns and blogs that drove prospects to watch and learn more about the available materials, shapes and formulas.
“From developing campaign strategies to getting deliverables out the door, Laura has been a valuable resource for me and my organization. She really took the time to understand our industry."
— Stacey Calhoun, Director of Marketing, TaikiUSA
Results
238% increase in web traffic
I refreshed the site’s meta data and used ads to drive paid and organic traffic to the site.
2x more time spent on website
With the new, optimized blogs and content, prospects were staying on the site longer to learn more.
73% increase in goal completions
Taiki saw more new leads convert on the website in one month (July 2020) than they had Aug-Oct 2019 combined.
30% whitepaper conversion rate
After prospects download gated whitepapers, they are entered into an email drip campaign which saw a 25% lead conversion rate.
What’s Next for TaikiUSA?
Taiki continues to promote their gated whitepapers using paid LinkedIn advertisements. With COVID restrictions lifting, the team is eager to return to in-person industry events, such as MakeUp in New York.