Attract. Engage. Convert.
Attract more valuable traffic, engage customers better onsite to increase content related conversion rate with High-Performing Content.
When Covid-19 struck and businesses were forced to close, for many it was a wake-up call – a chance to re-evaluate their strategy.
With branches shut, financial services provider, Small World, saw global money transfer make a significant move from the high street to online overnight.
This required rapid mobilisation to become competitive and build a more effective online strategy.
Early findings
Through Initial consultancy work and research, insights showed a number of elements required attention, especially on the Small World content marketing strategy.
Like many companies that employ our content strategists, when we looked into Small World’s website content and digital landscape like blog posts, news and press content, we found that it simply wasn’t reflecting, establishing and reinforcing a value based approach to its core audience about why it exists.
A simple question to address: What are you famous for?
There were key technical content challenges that needed to be addressed quickly.
Content wasn’t being optimised for Google rankings, key transfer territories weren’t being focused on and, as a result, they were struggling to capture genuine prospects. While on paper traffic looked good, it was quantity over quality – high traffic, low conversion.
Our challenge? To win over new customers with a three-step approach: Attract. Engage. Convert.
Phase 1: Paving the way
Attract
The starting point was to attract customers and not just readers. This kicked off a deep dive analysis of Small World’s competitors and existing SEO scores.
We devised a content strategy with a laser focus on money transfer, establishing strong relationships with global partners and taking country managers, champions and influencers on the journey with us.
How? With our well-established Content Matrix system. This defines and reinforces the message that every piece of content that is published in the Small World name should present.
Through the execution of our strategy we quickly increased the volume of content being created and at the same time connected it to the audience we were targeting in a way that connected with the core values of who Small World are.
Engage
Content honed in on core corridors like UK to Bangladesh, US to The Philippines and Spain to Colombia. Instead of vague content related to diaspora we focused on understanding the ‘need’ of core audience segments and used content to target them effectively.
We researched, scheduled and delivered our unique High-Performing Content style to build brand awareness and outperform rivals.
From those, we ring-fenced the highest value search terms that delivered the most traffic.
The result? For the first time, Small World earned traffic from 10 key phrases ranked on page 1 of Google, including hugely competitive terms such as ‘send money to Bangladesh’, ‘money transfer to Nigeria’ and ‘global money transfer’.
High value traffic
Convert
The new, targeted content resulted in sharp increases in quality traffic to relevant landing pages. Traffic to Small World’s Nigeria landing page was up by 135%, Bangladesh by 89% and, with website performance on the rise, Google began ranking additional phrases outside of the focus list.
A revolution in delivering high value content
As the right customers were being targeted, traffic was no longer quantity over quality. At a critical time when online was essential for business success, dwell time shot up by 78%. Customers were more engaged, spending longer browsing the Small World website, rather than bouncing, potentially, to a competitor site.
Online activity was up by almost a quarter (+24%) and the increase in engagement was paying off. The number of customers reading our content and then making a transaction was up by 1257%, with conversion rate rising to 19% vs. 1.4% pre-GoldSand content.
Phase 2: Going global
With our focus on the three pillars, Attract, Engage and Convert established and underway, our attention has turned global.
Building on the existing success by dedicating more time and resource to important corridors, more then doubling the number we were originally targeting. Moving past content creation, the next steps involve developing SEO strategy further to incorporate more backlinks, PR, social media and keyword analysis, to truly transform performance.
In a global crisis, we have successfully executed a high-performing content and SEO strategy with a considerable ROI. As ever, our focus lies on making content work harder and we look forward to delivering further success for Small World in the highly competitive money transfer sector.
What they said:
“Shifting the business into a culture of content was important to us, it wasn’t enough to simply create content and hope to win on all fronts. Our marketplace is fiercely competitive, GoldSand Digital’s ambitious vision was to leverage the entire company rather than just the c-suite and the marketing division. By aligning content with what we as a business are famous for, and being technically sharp around understanding what content will drive traffic, we delivered results in different areas.
“Of course, improved Google rankings was essential and we have obtained first positions for the first time. However, conversion rate is the important factor and a significant improvement here has been the most compelling element of our partnership to date.”
Andy Maher, Chief Marketing Officer at Small World
“Leaning on content to drive high quality traffic to Small World’s website is a real sweet spot for GoldSand Digital, which is why we are able to post such positive results in such a short space of time. Across the three areas of improved ranking, higher conversions on site and increase time on site we can track back success to strong content.
“We worked consultatively with Small World, got to understand the money transfer world and plugged in our award-winning production team to get the results the business needed at a crucial time.”
Nick Golding, Strategy Lead at GoldSand Digital
Find out more
by getting in touch with the team on 020 3813 1113 or Clicking Here [add URL: https://goldsanddigital.com/#contactus ]