Nutrimetics Australia

Introduction

Nutrimetics is a direct selling business offering a unique lifestyle and business opportunity, supported with a naturally enriched product range.  The products are sold through a network of independent Consultants across Australia and New Zealand.  This recruitment of new Consultants and sales of products are supported by a substantial online presence with an associated search program that promotes purchase through the company’s website (via a local Consultant’s ‘MyWebsite’). Other services promoted through the website are the Consultant opportunity and hosting a party experience.

Nutrimetics engaged Search Academy to review their current SEO, and PPC efforts with the objective of finding an alternate approach that maximizes return, while minimizing associated cost and risk.

Problem

With help from Search Academy, Nutrimetics identified a number of areas of concern within its existing Search Marketing program:

1. Costs of managing the PPC campaign far outweighed spend on the PPC media itself, and this imbalance created an inherent lack of efficiency in the overall spend
2. SEO deliverables were not intrinsically linked to a defined strategy that met Nutrimetics’ business objectives
3. Costs associated to the program were not linked to the amount of work conducted within the campaign
4. Costs included usage of 3^rd party technology that was not necessary for a campaign of this scale

Nutrimetics asked Search Academy to achieve 10% YOY improvement in revenues from a fixed search marketing budget.

Solution

Search Academy proposed a re-structure of Nutrimetics’ Search campaign, including:

1. Transparent cost structure, linking how much was paid to how much work was conducted
2. Undertook a detailed brief and strategy workshop with both Search Academy and Nutrimetics
3. Re-structured the annual budget around an improved balance of media versus management cost
4. Delivered a holistic search strategy and program that met both Nutrimetics business goals, and their defined budget
5. Made extensive developments to the campaign include brand coverage, trademarks, and focusing on helping drive the success of sales consultants

Results

In the first month within which Search Academy made optimiations to the Nutrimetics search campaign, results were already improving on 2010 and even above the 2011 goals.

In the second month, Search Academy were already 92% above the 2010 performance.