Challenges

This B2C SaaS unicorn startup is from the competitive Fintech niche with 15-20 year old market-leaders.

• Most companies traditionally focus solely on capturing existing demand entirely neglecting creation of new demand.

• The company was launching an investment product. However, the traditional method of purchasing is solely from the govt website and it lacked a good customer experience.

• While having a first-mover advantage in a blue ocean (untapped market) is beneficial, it also requires creating demand from scratch.

• The goal was to increase awareness, differentiate the product, influence consideration, and facilitate independent buying journeys to generate demand for the investment product.

Solution

✅ Content Strategy The company aimed to create demand by developing an extensive content strategy. We created 11 SEO-focused assets within a span of 3 months. These assets included 9 articles and 2 calculators related to the investment product category. This approach aimed to educate potential customers and build brand awareness.

✅ Targeted Audience Engagement Through our content strategy, the company effectively targeted their desired ICP. By providing valuable information and education, they aimed to capture the attention of potential customers earlier in the buying process.

✅ Market Share Capture After the research was done, we learnt that the total search landscape relevant to us was around 83K searches. The company's content strategy resulted in an average of 9000 clicks each month. As a result, they managed to capture a 10% market share for the investment product since the launch of the campaign.

Outcome

✅ Increased Demand Generation The efforts to create demand started to yield results. There was an average 2X MoM growth in the number of people searching for the brand name along with the investment product. This indicates an increasing interest in the product.

✅ Online Presence Improvement The company's online presence improved significantly for key business-related search queries. This was crucial for enhancing visibility and accessibility, helping potential customers find the company when searching for relevant topics related to the investment product.

✅ Market Share Expansion By capturing a 10% market share for Treasury bills, the company showcased the effectiveness of their demand generation strategy. This outcome indicated that the approach of creating demand through valuable content and targeted engagement was successful in attracting potential customers.

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