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Persona-Centric SEO Copywriting Delivered On-Time and Budget for Hybrid SaaS Product Launch
“I worked with Assert Digital multiple times. The team is brilliant in their ability to simplify and articulate messaging for complex, high-tech products and services. They understand software and how to position for the buyer. The team at Assert Digital is seasoned in both sales and marketing leadership, and they are truly differentiated by their tenure in corporate vs. agency. They start with corporate goals and the needs of the sales organization, and aim to fill gaps that drive revenue.”
Samantha Folley MBA
SVP of Marketing
Subsurface Visualization Software
“I worked with Assert Digital multiple times. The team is brilliant in their ability to simplify and articulate messaging for complex, high-tech products and services. They understand software and how to position for the buyer. The team at Assert Digital is seasoned in both sales and marketing leadership, and they are truly differentiated by their tenure in corporate vs. agency. They start with corporate goals and the needs of the sales organization, and aim to fill gaps that drive revenue.”
Samantha Folley MBA
SVP of Marketing
Subsurface Visualization Software
ORGANIC KEYWORDS
Branded, persona-specific, high-value, and highly competitive keywords identified and defined
PREPARED
For new website launch for release of hybrid cloud product
SEO Copywritten Pages
Search engine optimization for more than 50 webpages and four newly developed customer personas
- Challenge
The best-performing and most widely used commodity trading and risk management software platform engaged Assert Digital to manage a transformative marketing campaign in conjunction with its relaunch as a cloud-based solution.
The move from on-premises deployment to the cloud necessitated a re-imagining of the company’s online positioning and a comprehensive website redesign, reconfiguration and rewrite.
- Solution
Assert Digital’s role was to align with the internal stakeholders on the product, sales and market teams. Following an interactive discovery workshop, the new site content was structured to clearly communicate the value proposition of upgrading to the new hybrid-SaaS product, while reinforcing new keywords targeted for organic ranking to attract new customers and upsell existing ones.
Overall, this process following empowered these outcomes:
- Conducted 360-degree interviews with internal subject matter experts, UI/UX designers, and trusted clients to understand the firm’s unique selling propositions and convert them into customer-facing value statements.
- Redrafted the sitemap for the client’s entire website - more than 50 pages - including customer journeys for four distinct personas, position-targeted landing pages, and overall added-value pages.
- Performed keyword research that revealed 500 optimal phrases to target based on the clientele the company sought to reach.
- Developed taxonomies and content strategies to leverage these keywords in drafting more than 20,000 words of web copy.
- Results
Assert Digital’s efforts paid off, as the website redesign was completed and online in advance of the company’s strategic pivot to online deployment. The website project was delivered on time and under budget.
The website rewrite enabled the traditional on-premise software provider to launch the hybrid-cloud SaaS solution by provided new keyword focused content and messaging aligned with this new product.
This new product eventually culminated in the acquisition of the company by a holding company in pursuit of major commodity trading and risk management platforms.
ASSERT DIGITAL SERVICES MOBILIZED
Website Development and Branding
Creative and Content
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