westword communications success story taxando

Success Stories

Helping Taxando find New Customers Among Germany’s

Vibrant Expat and International Community

The Assignment:

When Taxando, one of Germany’s leading tax apps, needed help reaching the country’s international population, they came to WestWord.

In a nation famous for its resistance to digital change, Taxando is a revelation. The company offers an app (iPhone and Android) as well as a web portal that makes filing German taxes as easy as ever. Just scan your tax documents (using the app, if you want), fill out a questionnaire, and they’ll handle the rest, including a check by certified tax preparers. They’ll even correspond with the German tax office (the Finanzamt) on your behalf.

Taxando has long been popular among Germans as well as some international users, from Poland, for example. But the company saw potential in appealing to the roughly 15 million foreigners living and working in Germany. After all, they need help on their taxes too.

The Challenge:

Taxando needed to create awareness, build a following, and convert Germany’s massive English-speaking international population to their specialized services. This is obviously a massive undertaking for a company of modest size, so WestWord’s strategy needed to be straightforward and targeted. If we hit on an approach that worked, our strategy needed to be easily scalable to maximize impact.

The Approach:

Although Taxando already had resources in place to appeal to internationals living in Germany, including plenty of English-language SEO marketing, WestWord felt there were avenues Taxando could take to better serve the English-speaking market.

We started by analyzing Taxando’s current customers. Our goal was to find out who were using their service, find pain points that were not being capitalized on yet. From there we created customer profiles for new customer segments.

Once we could identify the right customers, we opted for an approach that leveraged both online and offline marketing. The goal was to attract a specific group of people, with the understanding that we could cast a wider net once we gained traction.

The Outcome:

Through customer research and analysis, WestWord successfully identified several new channels through which Taxando now reaches customers. The marketing efforts include partnerships as well as influencer marketing.
We continue to identify high-potential customer groups and to create effective campaigns that target these niche audiences.

The result is a growing user base of International workers in Germany, all of whom are thankful for the help they get in solving the annual challenge of taxes.