The main challenge was to increase the client’s brand awareness for both subsidiaries throughout the country through a strategic combination of paid and organic methods. There was almost no activity across multiple channels like Google Ads, YouTube Ads, LinkedIn Ads, and Meta Ads that targeted investors, employees, and current and potential customers.

Both websites needed a redesigning and rebranding process. The amount of content for the specific audiences was limited which led to the limited time that the target group spent on the page. The goal was to increase the traffic on the newly launched website pages.

We had to identify and resolve several technical issues that were causing problems for SEO. These problems were holding back the visibility of the websites on search engines. Only by addressing these issues, the potential of the page could be leveraged.

Additionally, there was a limited amount of SEO-optimized content specific to the needs of both companies. The goal was to increase the website’s online presence and also help them to rank better in the search results. Not much of the existing content was strategically designed to resonate with the target audience which led to difficulties in targeting the specific audiences.

Through the combination of technical problem-solving and the creation of search engine-friendly content, we wanted to steadily increase the website’s organic ranking to lead to higher organic traffic and a stronger online presence for both companies.

22tribes helped solve the company’s challenges with various SEO and PPC activities.

We created over 200 campaigns on various channels like Google, YouTube, LinkedIn, and Meta ads with different types of assets to make people aware of the brands. These campaigns featured a variety of assets including single images, carousels, and video ads.

We also developed remarketing campaigns that span across all paid channels. These campaigns were designed to engage with people who had recently visited the websites. Apart from that, multiple custom audiences were crafted to precisely target the different buyer personas and drive interactions with those audiences.

As the main goal was achieving and increasing brand awareness, different strategies were implemented. By allocating a budget of more than $1,350,000 across all paid online marketing channels and by continuously optimizing the campaigns we were able to work towards that goal.

We also conducted SEO keyword research in which we identified more than 300 keywords that directly relate to the industry of the client. These keywords played a crucial role in shaping the online content and campaigns. By using these relevant keywords, we increased the chances of the client’s website and content showing up when potential customers searched for similar services or products.

We generated 50 content briefs aligned with SEO guidelines, incorporating relevant keywords, headlines, FAQs, optimized alt texts, and other essential elements, which served as guides for new pages. Next, we developed 50 entirely new pieces of content while making sure they followed the website’s new branding. 

We crafted SEO titles and meta descriptions for ~500 pages of the websites of both subsidiary companies. 

To make sure everything was working well, we conducted a comprehensive technical SEO audit for both websites. This involved checking over 180 directives for each website to see if the websites were built in line with Google’s rules regarding visibility, rankings, and overall organic search presence. We identified ~40 different issues for each of the websites and gave concrete, prioritized instructions on how each issue should be fixed.

Developing effective brand awareness campaigns requires meticulous planning and execution across various marketing channels. That is why after researching what the company’s competitors were doing and analyzing their current digital marketing activities, we created a clear and well-defined strategy to ensure that our brand awareness campaigns were successful across multiple paid channels.

This goes hand in hand with the fact that we needed to allocate a budget of more than $1,350,000 across all those channels. Then, to use this budget effectively and efficiently, we analyzed on which platform our message would be most appropriate to maximize its impact. After finishing this research and analysis process, we were able to distribute the budget according to the learnings we obtained.

The second challenge we solved was to target the correct people in all channels. This is why we conducted extensive research to identify all the relevant buyer personas. This process included in-depth keyword research, retargeting audiences, and creating interest-based audience segments.

22tribes is a data-driven marketing agency, so to measure the success of all brand awareness campaigns and optimize them, we did daily optimizations which led to an improvement of the main focus KPIs such as CTR, CPL, and conversion rates every month.

Through all search, display, and social media paid campaigns, an impressive number of more than 560,000,000 impressions were achieved. It is important to note that our search campaigns on Google ads demonstrated a remarkable CTR of 15.60% and our Facebook ads campaigns generated a substantial engagement, with over 1,300 comments, 10,000 reactions, and 600 shares. Moreover, LinkedIn ads played a significant role in the marketing mix as we were able to reach 75% of all active users of the ABM lists we used. Given these KPIs, we can prove that our brand campaigns were successful in all paid channels we used as we could increase the visibility of both companies and many people positively reacted to the ads.

On the other hand, another challenge of this project was the resolution of SEO technical problems. Thanks to the 360° technical SEO audits, we helped the client fix several issues that were decreasing the search engine visibility.

Once the technical SEO issues were fixed, we were able to work on the content. The starting point was identifying more than 300 industry-relevant keywords that would later help us create 50 new content briefs based on SEO best practices. These content briefs were then converted into 50 entirely new web pages with the refreshed branding. These not only enhanced the search engine ranking of both companies but also provided a competitive edge over their industry rivals. Thanks to this approach, the organic traffic of the companies significantly increased, particularly in the USA.

For the first subsidiary, the campaign resulted in remarkable growth. The organic traffic increased from 140,000  to 360,000 and the number of keywords ranking in the first top 20 positions in the SERP of Google grew from 2,000 to 3,800. The tendency of the second subsidiary was similar as the organic traffic started from 0 but ended up reaching around 13,000 visitors and the number of organic keywords ranking soared from 150 to more than 19,000. Also, the number of keywords ranking in the first top 20 positions in Google’s SERPs increased from 5 to over 1,000.