Anviti Chaurasiya

The client wanted to attract new customers and establish itself as a thought leader within the appointment scheduling software industry. However, traditional content marketing approaches were cost-prohibitive due to budget constraints. I spearheaded the development of an inbound content strategy to attract qualified leads organically through valuable blog content.

The existing customer base was segmented by industry and business type to create targeted blog topics. I then implemented a three-pronged approach to keyword research, covering industry and business types, competitor analysis, and feature-specific keywords. This resulted in a comprehensive list exceeding 500 potential blog topics.

A streamlined content creation process was established, including a research dump, outline development, first draft creation, and editing phase. In addition, a multi-layered research strategy was implemented to ensure quality content, including competitor analysis, industry and community research, and exploration of cross-industry trends. With these in mind, we created high-quality, long-form blog posts to integrate primary and secondary keywords.

The client needed to expand its reach and acquire new customers through a dedicated acquisition channel. The existing website homepage wasn't optimized for conversions, resulting in a low conversion rate. To solve this, I spearheaded the creation of a series of landing pages designed to target specific industries, business types, and the product's core features. This approach ensured a laser focus on user intent and pain points. I crafted compelling landing pages with targeted messaging, clear value propositions, and high-quality visuals to resonate with each audience segment.

As a result, the new landing pages significantly outperformed the homepage in conversion rates. Conversion rates soared from the homepage's 3-4% range to a much higher 10-12% on the landing pages. This translated into the addition of 10% more paying customers every month. Better SEO efforts also led to landing pages achieving rankings within the top 15 search engine results pages for targeted keywords.

The client needed to diversify its acquisition channels and leverage the power of word-of-mouth marketing to expand its reach and attract new users. I spearheaded a growth marketing initiative that utilized social media groups and online communities to engage with potential customers actively. By strategically implementing promotions across various platforms, including Facebook, Instagram, Quora, Twitter, and LinkedIn, I generated a combined total of approximately 120 new signups per month.

The increased brand awareness and online engagement generated through community participation contributed to a positive network effect, improving the client's SEO rankings. Active participation in social communities facilitated better social listening, allowing the company to gain deeper customer insights and preferences. This enhanced understanding enabled it to capitalize on real-time opportunities for moment marketing, further amplifying brand awareness and engagement.

The client's existing drip campaigns for user onboarding and reactivation were underperforming, with low open rates and engagement. This limited the effectiveness of these campaigns in nurturing new users and re-engaging inactive users. I comprehensively analyzed the existing drip campaigns, assessing their content, structure, and messaging. Based on the analysis, I redesigned the campaigns to incorporate user segmentation and personalization strategies, ensuring users received relevant and timely content tailored to their needs and usage patterns.

I created engaging and informative content for the drip campaigns, focusing on the benefits of using the product's features and addressing common user pain points. This comprehensive strategy led to increased email open rates, which grew from a baseline of 15% to an impressive 42%. Reply rates also increased significantly, going from a previous rate of 3% to a much more engaged level of 22%.

The product's existing user interface lacked clear and concise copy, potentially hindering the user experience and the ability to navigate the platform effectively. To fix this, I adopted a user-centered approach, conducting research to understand user needs, goals, and pain points when interacting with the product. Based on my findings, I developed a content strategy prioritizing clear, concise, and user-friendly language throughout the UI.

This project involved crafting task-oriented instructions and guides, ensuring users could easily complete their desired actions within the platform. Consistent terminology and formatting were implemented across the UI to promote user familiarity and minimize confusion. A professional yet approachable tone of voice was established for the UI content, fostering trust and user confidence while maintaining a user-friendly feel.