R
eal books
increase in overall website traffic within a month of the agency taking over the digital mandate for the brand. The website was the central hub of all information for the brand. Complete with call-outs, special features and category differentiating benefits, we wanted users to be redirected to all that the brand had to offer.
improvement in keyword rankings within three months of search engine optimization activities. We conducted a thorough audit of the website and competitors in the category. A list of new keywords helped the brand rank for more relevant search terms and show up on page one of Google within a few months of work.
increase in traffic from paid media advertising. We extended search engine marketing services to expedite brining in targeted traffic to the website. The Google Search Network was our primary network of choice to execute paid media advertising. The usage of an exhaustive negative keywords list led us to rule out unnecessary traffic.
increase in social media engagement post changing the branding and design language of the creatives. A defined visual language for the brand that included visual elements closer to the brand’s logo were used. Content buckets that highlighted call-out features instead of generic information made the brand more relevant to the users.
RealBooks is a part of Adansa Solutions Group. They have been offering accounting and auditing services to clients for over 30 years now. RealBooks was launched eight years ago as one of the first cloud-based accounting software. Its dynamic features and relevance to the accounting community led it to secure funding from IndiaMART. RealBooks had all the makings of a challenger brand. The software and the features on offer were exceptional. What it needed was a marketing partner that could strengthen their stealth to go in for the kill. Their marketing approach lacked the conviction to make their case to any business who was fairly satisfied with its current software. They were looking to make the move and switch to a new digital marketing and strategy company themselves.
When we conducted an audit of the brand – we identified three core challenges that needed to be addressed. Firstly – there was a lack of a defined branding style for the brand. While they had a social media presence – there was scope to engage the community in more ways that would offer value to them. An SEO audit highlighted the search terms that they were optimizing for. More importantly it highlighted the ones their competitors were ranking for. The search terms of the competitors had high search volumes and likely higher conversions. Lastly, they lacked a positioning that would differentiate them from other software. Their USPs were camouflaged with generic communication on accounting. For a challenger brand, call-outs had to be loud and clear. And centered around benefits.
The Anatomy was onboarded as a B2B lead generation strategy and SEO optimization company. To break the rules, you have to know them. Our approach was simple, we wanted to establish the brand and its CXOs as thought leaders. Content marketing was going to see the brand to the finish line as a winner. We undertook the profile management of the Founder and the marketing head. We leveraged LinkedIn and Twitter to disseminate content which was created from the business page. The content marketing strategy was defined and laced with brand-first content – videos, tutorials, blogs, how-to guides, webinars, industry-specific feature highlights. Needless to say, that all content was being optimized – ensuring the brand started ranking on page 1 of Google on several keywords. Paid media too got in targeted traffic. Organic and paid traffic combined led to conversions for the brand.
