Sked Social is an instagram-first, social media scheduling app. With over 10,000 customers and an impressive roster of businesses like Groupon, BBC and Voice of America. It’s no wonder Sked has become a top choice for many social media teams who need to save time and manage their workflows more efficiently.
The very first thing we recommended was an SEO content audit. It’s perfect for identifying on-page quick wins and opportunities to fix.
Since there were 50 blog posts, we knew they were sitting on a goldmine that would soon pay dividends.
During the optimisation process, we also analysed their competitors to identify the best possible keyword each page should target.
During this sprint, our focus was to raise awareness about their primary and secondary product features.
Some customers would churn because they felt Sked didn’t have specific Instagram-native features like other platforms. However, these features did indeed exist, customers just weren’t aware of them.
We overcame this problem by creating more product-focused landing pages targeting personas at different journey stages.
In addition, we experimented with showing how the product helped customers achieve specific goals through the use of in-app screenshots within their content.
We tested this experiment on their 10 top performing articles to see if it would translate to more signups and conversions.
The test lasted one week.
It was so successful, that we implemented the process on 50 additional blog posts and coined the term “product weaving”.
Finally, we created detailed editorial guidelines for writers and publishers, designed to maximise conversions whilst increasing organic traffic. This came in the form of an “Editorial Guideline” and “Editorial Calendar”.
These two documents became very powerful as freelance writers and guest authors knew exactly what they had to write, in order to get published.
The editorial calendar was a simple Google Sheet which contained content ideas guaranteed to drive targeted traffic and leads.
As you can see, the number of signups via SEO, the blog and the app signup conversion rate via the blog increased dramatically.
As expressed in Sprint 2, the product weaving experiment was a success; so we rolled it out to 50 additional blog posts.
In order to accurately measure the full customer journey, Sked switched most of their marketing and reporting stack to HubSpot. Due to this, we were all able to get a 360 view into our customer’s behaviour.
There was a steep learning curve to getting up and running with HubSpot. Especially, as we haven’t used it before.
Due to the tempestuous nature of switching platforms, we got stuck into HubSpot’s HUBL and created our very own template.
Support told us it would take up to six weeks for internal templates to be created, but we couldn’t afford to be idle.
Once everything was migrated, we continued designing and publishing landing pages aiming to capture prospects by targeting middle and bottom of funnel keywords.
Finally, to combat poor lead quality, Sked’s founder made a clever move. He added an email filter to their signup form to trigger required credit card fields when users attempted to signup with free email addresses. E.g. Gmail, Yahoo, Outlook etc.
This had an impact on signup conversion rates, but improved lead quality. Resulting in lower churn rates, higher activation rates and fewer support tickets.
Moreover, less time was wasted delivering product demos to prospects who didn’t have the budget in the first place.
“David's great, his expertise ranges from top-level SEO and content marketing to the more nuanced product marketing and user experience. He's an outstanding writer, a hard worker and great to be around!”
- Dunja Lazic
Since working with Sked Social from June to December 2018, inbound marketing has continued to have a tremendous impact on their bottom line.
If you’re a B2B SaaS company looking for marketing help from an established provider who understands your market and speaks their language then get in touch with us today.
