Case Study | Content Marketing

eCommission

We tackled an aggressive content goal to achieve brand awareness and leads for a real estate specific fintech company.

Overview

eCommission is a fintech company that works to provide commission advances to real estate professionals to help them better manage their business cash flow in a highly unpredictable market. They approached us for help with developing brand awareness and leads within their target market.

The Challenge

They had two goals in mind upon coming to us for help. One, to increase brand awareness among real estate agents and two, the company also wanted help with lead generation. They needed to capture more leads and convert leads from new customers as well as transactions from existing customers.

Our Answer

Given the company’s goals, we developed a 5-point integrated PR and marketing plan that included a number of different tactics and verticals. Each point of the plan was developed to either build upon the previous stage or further maximize our efforts.

Thought Leadership

To build awareness within the real estate industry, we began by turning the company’s blog into a source of daily, useful and shareable advice on a wide variety of topics of interest to the modern real estate agent. To execute such an ambitious blogging schedule, we implemented a form of brand journalism that included creating monthly editorial calendars and news ‘beats’ of interest to agents.

Social Media

To push awareness further, we began promoting eCommission’s daily blog posts on all three of its main social media platforms: Facebook, Twitter and LinkedIn. We analyzed the results to see which topics performed better on the different social networks and why. Eventually, we zeroed in on demographics that performed well by providing eCommission with actual conversions and closed transactions, something which is not always easy to do across all social networks for a B2B company.

Lead Generation

Once we saw the blog traffic moving steadily northward, we recommended eCommission change to a new, more responsive WordPress blog template to allow for more interaction from visitors. The company added multiple call-to-actions, some with promo codes, in order to drive leads directly from the blog.

PPC Campaign

To further maximize the company’s lead generation activities, we assisted with the management of their Google AdWords campaigns in order to direct more traffic to the website and increase conversions.

Organic SEO

Our blogging campaign was also designed to leverage content and keywords of interest to real estate agents and the real estate industry. But we followed best-practices SEO by avoiding keyword stuffing and instead emphasized quality content. We also sought out guest bloggers who would provide us high-quality backlinks.

The Results

With our help, eCommission saw a lift in website traffic, social media engagement, and net new leads. Organic and direct search took over as site traffic generators (versus paid) with direct traffic taking the top spot. This proved that our content marketing strategy did not go unnoticed and that brand awareness was skyrocketing.

Our efforts ultimately placed them as the number one provider of real estate commission advances and the go-to, reliable financial resource for agents and brokers.