WorkSavi Social Media and Marketing Case Study
WorkSavi specialises in providing powerful property technology solutions specifically designed to support estate managers, property and asset management professionals, and developers.
The product has been proven successful for customers who manage multiple projects and assets across several estates. However, growth expectations were slower than anticipated, and the company identified a need to develop a marketing strategy that would enable them to generate brand awareness, and that’s when they turned to ThinkEQ.
Developing a marketing strategy
The project management marketplace is highly competitive. We worked with WorkSavi to identify their value proposition and how we could use this as our point of difference to help the brand:
➔ Grow awareness
➔ Maximise reach
➔ Build brand salience
➔ Establish trust and credibility
To define our channel mix and marketing approach, we first had to identify our brand positioning. We did this by delving into customer need states, understanding the buyers' journey, conducting market research and delivering SEO, GA and Social Media analysis.
How we improved on-page SEO
We identified a number of content marketing goals, these included improving on-page SEO to enhance SERPs, defining the core proposition to clarify the competitive advantages of WorkSavi and educating prospective customers about the benefits of the platform.
We achieved these goals by:
Enhancing consumer messaging throughout the site, with a focus
on communication core value proposition messaging and product
USPs
Improving core page info hierarchy
Identifying of SEO quick wins
Completing a meta review of the entire site to improve search visibility
Providing clear articulation of CTAs and messaging for demos and free trials
Improving the enquiry pages to encourage sign-up
Developing FAQs for core service pages to enhance positioning in SERPs
Implementation of UX hypothesis into site-wide messaging
Developed an agile content marketing plan
To ensure we could improve organic rankings, we created a flexible content marketing calendar that detailed channel activation for SEO, Blogs and Social Media.
We used SEO insights, keyword research and competitor reviews to create content to site relevancy and visibility in SERPs, and utilised research to identify key moments that would enable the brand to build authentic connections with engaged and prospective audiences.
We also created topic clusters for ‘use types’ and ‘need states’ to create long-form content that is specifically useful to WorkSavi’s audience. This helped us create SEO-rich content that will improve the website's experience, expertise, authoritativeness, and trustworthiness.
Maximised existing content to drive awareness and engagement
The client had some fantastic resources, specifically video content that helped to explain the core functionality of the WorkSavi product.
Their video had been live on YouTube for some time, but we wanted to improve the searchability of video content and improve accessibility.
This included adding a transcript to the video, adding appropriate keywords and phrases to aid search, and timestamping key information to create chapters as this encourages engagement and time watching for people who
want to recap information.
How we delivered organic success on social media
Both Meta and LinkedIn channel activity had been fairly inactive in the six-month period prior to launching our social media updates.
Brand reach, impressions and engagements were low with very little channel growth from new users.
There was limited spend for paid activations on social media, so we created a social media plan that focused on driving success organically.
Our goals focus on Increasing brand awareness to grow brand fame, build an engaged community, drive purchase intent, and encourage sampling by signing up for demos and free trails. To help us achieve this, we introduced new social media pillars that enabled us to create a variety of content focused on education, building connections, and celebrating brand advocates.
Our tried and tested approach ensures that our clients connect with the right audience.
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