A small software solutions business that was struggling to establish an online identity, tried this innovative approach and it offered them some real long-term results. Their in-depth research revealed a list of keywords that were proactively used by those who were searching for local software solutions.
The company then used this keywords to optimize their on-page content. and created new pages for cross-linking. The freshly created content was promoted on every possible platform to attract back links. This organic approach worked initially, but soon there was a sharp decline in the traffic despite adopting the best SEO tactics.
The situation was critical and called for an immediate change – Should the approach be made more aggressive or does it need a total revamp?
Before arriving at a decision, the company decided to study the perspective of the consumer and the factors that influence the consumer’s purchase decision. The results revealed that buyers rely heavily on the recommendations and reviews that come from top industry technocrats. The insightful information that was derived from the study clearly indicated that the company needs to replace their “All SEO” approach with a clearly defined consumer-centric strategy that allows them to connect.
The Shift from an Aggressive SEO Approach To A Purely Social Strategy That Would Influence And Engage
Digging deep into the entire purchase decision exposed a few challenges that consumers faced in their quest to identify, assess, and arrive at the right decision. These challenges then became the primary focus of the company and allowed them to establish a relationship between the brand and its ability to deliver seamless solutions.
But how would the company go about implementing the change? It was practically not possible to switch the entire system overnight. After a lot of contemplation, debate, and brainstorming, they arrived at a sound solution. This simple 4-step process effectively addresses every aspect of promotion – from spreading awareness and creating consumer interest to evoking a desire and inducing the need to take action.
Step 1: Identifying Credible and Influential Industry Experts
The company used compelling social media tools like Follower Wonk, BuzzStream, Traackr, and Buzzsumo to identify authoritative and credible influencers with a prominent web presence.
Step 2: Following the Identified Set of Influencers
The software company then zeroed down to topics that were relevant to their niche and started following this set of influencers. Following eventually led to interactions and retweets. Relevant contents were posted on the blog section of the company website and the influencers were given their due credit.
Step 3: Engaging the Target Audience
Connections were made with influential industry professionals and they were invited to share their expert opinions to further engage the audience. Tips, tricks, and ideas were effectively used to educate the target audience on specific pain points. This led to an instant increase in the following and gradually paved the way for favorable suggestions and recommendations.
Step 4: Maintaining their Interest
The established contacts with influencers were maintained for a long-term association. Direct communication was nurtured through social media platforms and follow up content.
The Impact – There was a noticeable change in the traffic trends:
There was a 20% increase in the number of twitter followers.
The number of page views for the second post rose by a whopping 200%.
The overall page views for the first post witnessed an enormous growth of 500%.
The average social shares increased by a jaw-dropping 1000%.
The pilot effort served positive results for the company and so they decided to propel the campaign ahead with ongoing content co-creation efforts and continued networking with influencers. This attracted relevant traffic, improve online visibility, and provided valuable insights into consumer engorgement. Creating beneficial collaborations that came with long-term advantages opened up new opportunities for growth and development.
Think beyond conservative SEO and amplify your social reach with these workable tools and techniques. Grow your online network with influencer content and you will see tangible results for your business.
With over 12 years of experience, we’ve experienced practically every scenario and explored an extensive range of strategies for online marketing success. Our team of creative, driven and experienced professionals can help you get where you want to be.