Case study from GoldSand Digital
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THE PROJECT
NewDay is one of the UK’s leading consumer credit finance companies and provides credit card products to retailers including Amazon and AO. When GoldSand Digital first engaged NewDay the business had recently launched NewPay, a new credit facility for retailers offering finance to larger basket items to customers, with one-click purchase technology.
The business needed to find a way to drive engagement, grow the profile and increase awareness of NewPay within the world of E-commerce. It needed something new, exciting and powerful enough to trigger positive responses from a crowded industry.
CONSULTATIVE APPROACH
Plugging in the GoldSand Digital Discovery Sessions as Phase 1, GoldSand Digital spent time with the NewPay leadership team to understand both audience and audience need, in order to carefully and scientifically plot a strategy to reach the demographic in the most meaningful way.
These collaborative and investigative sessions delve deep into the product, audience and value proposition to ensure that any content strategy for driving interest and enquiries to the business were in line with NewDay’s ambitions and expectations.
Furthermore, they offered a greater understanding of existing approach and new business strategy, and gave GoldSand Digital the opportunity to apply experience from the world of finance and tech.
There was a level of interest in NewPay for the Business Development team to manage, though servicing this was demanding and taking up 95% of time, leaving little capacity for lead generation, prospecting and the nurturing of on-going opportunities.
The Discovery Session phase also pinpointed were the business required the maximum level of support – at the top end of the sales funnel.
Without external support to manage the opening of doors to new opportunities, there was risk of falling behind competitors in the marketplace. NewDay wanted a scientific, sustainable and scalable approach to generating leads, while establishing itself as a thought leader in the industry.
A CAREFULLY CRAFTED CONTENT SOLUTION
The challenge: Launch the NewPay concept to the merchant marketplace with exclusive, exciting and engaging content that not only drives up the profile of NewDay and the NewPay product but offers powerful intelligence on the marketplace and identifies key opportunities for the commercial team to target.
To gain further understanding, the editorial team at GoldSand Digital held interviews with NewDay clients and created an initial study focused on truly establishing the key pain points potential clients were encountering. Armed with this information, the GoldSand Digital team implemented its Swarm Marketing System, that merges journalist-created editorial content with trackable technology.
The first stage was creating the content: an in-depth exploration into the four immediate barriers to growth in e-commerce. The experienced journalists at GoldSand Digital leveraged their own library of contacts as well as reaching out to industry experts from global businesses ranging from Accenture to IBM. Individuals with strong E-commerce backgrounds offered thoughts and opinions to help GoldSand Digital’s production team curate an exciting, engaging report that got to the core of the industry.
DATA-DRIVEN CONTENT
The content was strategically engineered to give the client unique insight into the state of the industry. AutoInsights, GoldSand Digital’s award-winning tech platform tracked, measured and ranked readers in terms of the challenges they were facing.
The platform assesses the content with which they had engaged and makes intelligent assumptions for the NewDay Business Development team to act upon.
Data was segmented by reader activity, then re-targeted with relevant content to further engage and push them down the sales funnel.
THE RESULTS
- Sustainable customer journey framework, delivered
- Increased efficiency in the commercial team
- New dimension to commercial approach
- Differentiator in crowded market
- Leads and enquiries directly to the business
GoldSand Digital used powerful, high-value content to install a customer journey framework at NewDay for the NewPay product. The targeted content drove businesses who had not engaged with NewDay in the past towards engaging, trusting and having conversations with the commercial team.
This influential piece of exclusive content not only charts the state of the E-commerce industry, but also gives the commercial team something of real value and purpose with which to open doors and trigger positive conversations with their target audience.
Our work also kickstarted a content revolution at NewDay, and helped it to position itself as a thought-leader in E-commerce and a strategic partner for retailers.
Very quickly the content was able to segment a database from a simple list of names and businesses to a list of businesses with specific E-commerce challenges. With this intelligence the commercial team could be far more surgical with contact and was able to speed up sales cycles as a result.
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ABOUT US
As the content and conversion expert, we work with global and fast-growth brands in finance and technology to accelerate growth and transform performance through intelligent, trackable content and deeper customer engagement. We have spent over a decade consulting with leadership and marketing teams, building and executing strategies that deliver exceptional digital performance via high performing content. Our scientific approach to content and conversion is called Swarm, and if you’d like to find out more about how this works and how it could influence high value traffic and conversion for your business, get in touch with the GoldSand Digital team.