Client

Mercury Fiber

Services

Paid Media, Organic + SEO, Conversion + CRO

Increasing E-commerce sales 33% YOY by balancing legacy messaging with new product awareness.

Mercury Fiber, a rural internet provider serving Indiana, Kansas, Michigan, Missouri and Ohio, came to TriMark at a pivotal point for the company. The brand was in the process of transitioning from selling fixed wireless plans to laying high-speed fiber across its service regions. During this evolutionary phase, the company needed to maintain sales for its existing products and grow awareness and new sales of the latest fiber technology.

Our Strategic Approach

Mercury’s two-pronged desire to maintain sales while raising awareness about new offerings meant TriMark had to strike a balance between multiple objectives. Our strategy involved eliminating potential friction points while expanding product knowledge across organic and paid media channels.

Holistic Local Organic Content + Strategy

Multi-channel, Full-Funnel Paid Media

Industry-Tailored Conversion Rate Optimization (CRO)

Holistic Local Organic Content + Strategy

An SEO-driven blog expansion allowed us to expand customer awareness of fiber products while preserving focus on existing service offerings and human interest pieces.

Multi-Channel, Full-Funnel Paid Media

Via carefully targeted media, we increased fiber product awareness for qualifying customers while augmenting brand awareness overall with hyper-targeted audiences.

Industry-Tailored Conversion Rate Optimization (CRO)

We optimized the buy-flow experience to ensure customers can easily move through the buying process.

Organic Content That Educates, Resonates and Drives Growth

As a core provider of rural internet services across several states, Mercury has the opportunity to position itself as a point of trust to a wide, often-underserved market. TriMark expanded the brand’s blog to focus on fiber education without losing sight of fixed wireless as a core of the company’s existing service offerings. This proven strategy led to significant organic growth:

Keywords

Fiber keyword rankings grew from next to nothing to 700+ keywords.

Search Engines

The brand now ranks on page 1 of search engines for 68 keywords.

AI Overviews (AIOs)

The brand is well-positioned to appear in AI Overviews (AIOs), currently maintaining a presence for high-value terms like “what is fiber internet”, “is fiber internet better”, “fixed wireless internet” and “internet options for rural areas.

Non-Brand Organic Traffic

Non-brand organic traffic increased from 1.5% of total clicks to ~12%. This jump enables more shoppers to find Mercury even if they did not know the brand.

Non-Brand Keywords

Fiber Keywords

Online Experiences That Promote Easy Buying

The addition of fiber triggered an evolution of Mercury’s online buyer experience. Given that Mercury is not available in all communities, a key goal was to help customers quickly and easily determine whether their address fell within Mercury’s service areas. An added caveat appeared with the requirement to determine whether fiber was currently available within someone’s specific service area, as well. TriMark employed a variety of conversion optimization tactics to help make this process more efficient and intuitive.

The Address Check function was updated to an open field on the site, making it easier for users to quickly enter locations.

Updates to the buy-flow sequence reduced redundancies and implemented clear, concise content that minimized the potential for confusion about service offerings.

A new site seamlessly combined the brand’s existing conversion optimizations with new best practices, ensuring a cohesive, consistent experience.

The results:

102%: Users checking their addresses
16%: Buy-flow conversion rate
33%: E-commerce sales

Media Strategies That Target The Right Buyers

Developing and deploying Mercury’s paid media strategy meant recognizing and adapting to the evolving nature of the brand’s product offerings. It also required optimizing the use of media dollars to ensure messaging reached the right rural internet customers.

Full-Funnel Approach

To drive and capture demand across every stage of the customer journey, we implemented a robust full-funnel media mix targeting rural audiences.

Top of Funnel

CTV, YouTube, Streaming Audio

Mid-Funnel

Meta, Reddit, Display Remarketing, Demand Gen, Performance Max

Low Funnel

Google, Microsoft Search

Optimized Geo-Targeting

TriMark analyzed serviceable homes around towers and found that 99.9% of sellable homes fell within four miles of a tower, a tighter radius than the previous six-mile target. By adjusting the campaign accordingly, we saw an 8% increase in serviceable address checks, which ensured a much better use of media dollars.

Phase-Based Fiber Campaign Strategy

With the gradual rollout of fiber across different jurisdictions, Mercury needed a campaign that continually educated qualifying customers on the product while adjusting focus based on the product availability. We designed a three-phase precision campaign that launched in September 2024, targeting homes within a one-mile radius.

Conditioning

Targeted homes within 60 days of fiber being sellable to build early awareness and gather leads from potential “hand raisers.”

Rally

Promoted homes in areas where fiber had recently gone live (within the past 90 days) to generate momentum and drive early penetration.

Always-On

Maintained consistent visibility in live areas to capture ongoing demand and keep Mercury Fiber top of mind.

This multi-phase, hyper-focused geospatial approach ensured that every ad dollar targeted a home based on its fiber-readiness and likelihood to convert. Since launch, homes that have been live for 90 days or longer have reached 29% penetration.

To ensure the process continues as Mercury’s fiber offerings enter new markets, we continually pull new, sellable home data and actively update fixed wireless tower targeting. By doing so, we can accurately allocate spend for the most efficient cost-per-sale.

An Award-Winning Strategy

Custom Strategies That Evolve With Your Brand

TriMark knows how to deploy strategies to help internet service providers like Mercury achieve measurable results within their target markets. Every service plan is designed with the client’s unique objectives in mind, with customizations and regular optimizations to ensure continued growth.

Whether you’re rolling out new products, entering new markets or simply wanting to improve your digital strategy, we have the tools to help you get where you need to go.

A Trusted Partner for Digital Strategy Success

TriMark has been instrumental in accelerating Mercury Broadband’s growth. Their performance marketing expertise and strategic approach have helped us better connect with underserved communities through targeted, personalized campaigns. We’re confident in our partnership and excited to continue expanding high-speed internet access together.
Chris Peeples | Chief Revenue Officer, Mercury Fiber