Are you ready to take your business to new heights and see a surge in growth and profits?
Social media marketing is often touted as the magic solution, but what if we showed you a secret weapon that doesn’t solely rely on social media? Allow us to introduce you to the power of Content Marketing – it’s like having a secret garden filled with riches that only you have access to.
It is like planting a seed in fertile soil – it takes time and effort, but with the right care, it will grow into a thriving garden full of rich and plentiful rewards.
Content marketing has been, is, and will always be the king of the business world. It is a strategic approach to creating and sharing valuable, relevant, and consistent content that attracts and retains your target audience.
IMAGINE, instead of constantly relying on social media algorithms and the whims of your followers, you have a steady source of traffic and engagement from your own content.
- By creating a content library filled with articles, videos, infographics, and other forms of content, you can drive organic traffic to your website and engage your audience with a range of topics and information.
- Content Marketing is a long-term investment in your business that pays off with increased brand recognition, customer loyalty, and sales.
- So, why not cultivate your own secret garden and reap the benefits of a thriving Content Marketing strategy starting today? Let’s take CleverTap as an example to see how content marketing can be capitalized on!
Wait - what is CleverTap?
CleverTap is revolutionizing the way businesses engage with their mobile audience. This cutting-edge, cloud-based platform empowers companies to increase user engagement and retention through personalized marketing campaigns and analytics.
As a SaaS platform, they use cutting-edge technologies such as artificial intelligence (AI), and machine learning (ML) to help B2B professionals engage and retain customers.
With an array of tools such as:
- Push notifications
- In-app messaging
- Email campaigns, and
- Deep linking
CleverTap helps businesses tap into their audience’s behavior, segment their market, and deliver highly relevant and personalized messaging that drives engagement and strengthens customer loyalty.
It was founded in 2015 and headquartered in Mumbai, India, with additional offices in the US and Australia. Currently, it has 6 locations across the globe, as you can see below.
With the recent funding ($105 million), CleverTap is planning for global expansion and further enhancements of its world-class solutions.
Already, CleverTap works with renowned brands across the globe. But, how did CleverTap manage to work with such big brands? What’s the key factor behind their success?
Well, the answer is their “unshakable B2B SaaS platform for customer engagement and retention.”
- CleverTap has made a name for itself by working with top-line brands across the world by offering a complete package of customer engagement and retention solutions.
- Their platform is packed with features that are designed to help businesses connect with their customers on a personal level and keep them engaged. Whether it’s through personalization, segmentation, push notifications, in-app messaging, or marketing automation.
- But it’s not just their platform that has impressed the top brands. CleverTap understands what businesses need and delivers it in the most user-friendly way possible. They provide detailed insights and analytics, so brands can make informed decisions and tweak their engagement strategies to get the best results.
- And if that wasn’t enough, CleverTap makes it easy for brands to integrate their customer engagement efforts into their existing tech stacks by partnering with leading tech companies and integrating with popular marketing and analytics tools.
- With their commitment to delivering high-quality services, expertise in the field of customer engagement and retention, and strong relationships with clients, it’s no wonder that CleverTap naturally attracts and works with top brands across the world.
And let’s have a look at what their customers have to say about them.
1) Strategic customer reviews online
Source: G2.com
If you closely look at the reviews, you will see that the reviews clearly showcase before and after bridge – the problems faced by the clients and the results after CleverTap came into the picture.
Read more reviews about CleverTap.
2) Glimpses of CleverTap’s website analytics:
As we already know that CleverTap entices numerous world-class businesses, and their satisfaction is revealed through their impressive reviews, let’s look at the traffic they drive through their website.
- Monthly website visits: 3,21,600+ people visited CleverTap.com in a month (Dec 2022) itself.
- Organic search traffic: 91.1k in December 2022
- Paid search traffic: 16.1k
- Global traffic rank: 1,65,107
- Page views: 5.57 (+1.31%)
- Bounce rate growth: (-11.72%)
- Backlinks: 2.5M
CleverTap has been focused on content marketing to drive tameless traffic to its website.
How? And why?
In today’s digital age, where attention is a valuable commodity, marketing is the key to capturing and keeping the attention of your target audience. It’s no wonder why so many businesses, big and small, are turning to content marketing to attract website traffic, and skyrocket their growth, and revenue.
3) Website: Home page
CleverTap’s website is their powerhouse that showcases:
- the matchless features as well as benefits of the platform
- captivating case studies
- transformational testimonials
- treasurable resources
- and remarkable results
Let’s decode each one of them starting from the “Treasure Chest of CleverTap”!
4) Treasure Chest
What does the treasure chest have for us?
- Blogs
- Videos & podcasts
- Case studies
- Webinars & events
- White papers & Ebooks
- And a few more sections as you can see in the picture above.
These are the treasures that:
- Captivate the attention of the audience towards the offerings of the company (Blogs, white papers & Ebooks)
- Communicate what the offerings can do for them (Videos & podcasts)
- Convert them with convincing treasures (Webinars, events, testimonials & case studies)
So, do you get the idea why it is referred to as a “treasure chest”?
P.S. Offerings aka products/services being offered.
With that said, let’s quickly look at how CleverTap showcased some of the treasures.
5) Blogs
CleverTap consistently publishes blogs under a wide range of categories. And each category has an untold reason for its existence.
For example, general topics entail blogs that potentially pique the interest of target audience by targeting their PBFD (Pain points, Beliefs, Fears, and Desires).
As a matter of fact, look at the blog named “5 Time-tested ways..” in the picture above, and you will get the idea. And “Never Miss a Beat” collects email ids of leads by delivering insane value for their psychographics via content.
6) Case studies
This section shows how visitors can filter “case studies” based on specific industries of the target audience, and on the core benefits of the offerings (i.e., user retention).
Thus, it makes it easier for the leads to discover the case studies they would like to read instantly and start becoming customers unknowingly.
Bottom line: Very well! CleverTap showcases its case studies in a captivating and easily discoverable manner. As a result,
- leads don’t bounce off quickly in the process of finding the ones that matter to them
- they will be convinced and almost converted into customers with the power of case studies.
P.S: Similarly, white papers & ebooks landing page focuses on providing irresistible marketing tips tied to the core benefits of CleverTaps offer (User acquisition, Engagement, User retention & Mobile analytics, etc..)
On the other hand, the webinar landing page also showcases just like the way of white papers and ebook landing pages.
7) Press & Media
This landing page is dedicated to showcasing product releases, press releases, and news coverage of CleverTap.
Why?
You know the answer, right?
It is the mystic powers of social proof. Let’s dive deeper into social proofs later in the upcoming segments. In case you want to look at the landing page, here it is.
8) Product section
In this section, CleverTap has categorized its capabilities into 6 different sub-services. On the other hand, it also highlights several significant features of the platform.
Most importantly, each sub-service and feature has a dedicated landing page that persuades the target audience.
Let’s not dive deeper into their core offerings. Check out the website in case you would like to learn more about them.
9) Social proof
- Showcasing mind-blowing numbers that imply how powerful their platform is. This acts as “social proof” as well. Wait! What is that?
Social proof is the driving force that makes us want to be part of the crowd. It’s the reason why we follow the herd and do what others are doing. In content marketing, harnessing the power of social proof is crucial to building trust and establishing credibility with your audience.
By showcasing
- testimonials from happy customers
- compelling case studies
- flaunting your impressive following or subscribers
- or highlighting social media engagement such as likes and shares
You can create a virtual word-of-mouth referral system.
This will help to increase conversions and drive sales, as you’ll be demonstrating to your audience that your product or service is not only popular but well-regarded by those who have tried it. In a crowded digital landscape, social proof is the beacon that will lead your potential customers directly to you.
As you have already come across the case study section, you now have a fair idea about social proof. Let’s have another look at how CleverTap capitalized on social proof.
10) Transformational testimonials
What did you notice first when you saw the testimonial up there? Let us guess…
“That big figure 5X increase in the 90-day retention rate”, “the company name: boost and the title of the person”, and “the 4 lines of testimonial”.
Right? Now, if you closely observe the 5X section, you can see what transformation was brought to Boost by CleverTap. How succinct, isn’t it? And by reading those four lines, you can understand how satisfied that particular customer is with the service of CleverTap.
So, what’s the after-effect?
If the website visitor is a potential lead who wants a similar result “5X retention rate in just 3 months!”, then his desire will be ignited instantly and he’ll be convinced by the fact – “CleverTap has already done it, and so it can do it for me!”
And that’s not all.
Read more → CTA to respective case study!!!
The “read more” arrow will redirect the website visitors to learn more about what happened in detail.
Guess what happens next? Leads can literally see, resonate with, be bought by the story and become confident customers! That is how powerful “social proof” is!
11) World-class customer base
Another interesting social proof is – “customer base!”
- When you showcase your customer base, you’re not just highlighting the number of people who use your product or service, you’re also telling a compelling story of success and satisfaction.
- By highlighting the positive experiences of your current customers, you’re painting a picture of what life could be like for new customers who choose to do business with you. This creates a powerful and persuasive message that is difficult for potential customers to ignore.
- IMAGINE – if a product has thousands of satisfied customers, it’s likely that it’s delivering on its promises. So when potential customers see this kind of social proof, they feel more confident that they’ll have a similar experience. And confidence is one of the biggest drivers of purchasing behavior.
- When you showcase your customer base, you’re also tapping into fundamental human psychology. People naturally look to others for guidance and inspiration, and by highlighting the experiences of your current customers, you’re inviting potential customers to join a community of people who are already achieving great results.
In short, showcasing your customer base is one of the most powerful ways to build trust, credibility, and persuasion with potential customers. So if you’re looking to increase sales and grow your business, highlighting your customer base should be at the top of your marketing to-do list.
FYI: CleverTap is planning to expedite its global expansion and its unshakable solution and technology development by using the funds ($105 million) from its Series D round.
Haven’t you heard about it? Learn more about it.
12) Lead Magnets
Lead magnets are the secret weapon of successful marketers, and for good reason. They offer a valuable and irresistible bribe that incentivizes people to share their contact information with you.
And once you have someone’s contact information, you’ve opened the door to a world of opportunities to build a relationship, provide value, and eventually convert them into paying customers.
Imagine – every time someone shares their contact information with you, it’s like they’re giving you a virtual handshake. They’re trusting you with their information and saying, “I’m interested in what you have to offer.”
And that’s where the power of lead magnets comes in. They give you the opportunity to build that relationship, provide value, and demonstrate your expertise.
All right. How can you create one?
Follow these 5 simple steps to create an effective lead magnet:
- Identify your target audience and their needs or pain points
- Determine what type of lead magnet will provide the most value to your target audience (e.g. eBook, webinar, cheat sheet, etc.)
- Create the lead magnet using high-quality content that specifically addresses the needs and pain points of your target audience
- Offer the lead magnet in exchange for the contact information of your prospects
- Promote the lead magnet on your website, social media, and other marketing channels to attract your target audience. (Remember, how CleverTap showcased their ebooks & reports on their website?)
But to truly make your lead magnet compelling and engaging, you need to think beyond just offering a simple PDF or discount code. Your lead magnet should be a valuable, in-depth resource that addresses the specific pain points or challenges of your target audience.
It should be so valuable, in fact, that people are willing to trade their contact information for it.
So, whether it’s an eBook, webinar, or video series, make sure your lead magnet is truly irresistible. Put in the extra effort to make it a must-have resource for your target audience, and watch as your email list and lead-generation efforts soar.
13) Social media handles
CleverTap has been consistently creating content for its social media handles.
Noteworthy aspects of its LinkedIn handle:
- Followers: 42,264 (Linkedin), 22.8k (Twitter), 3068 (IG), and 3.75k (Youtube)
- Featured world-class customers
- Showcased awards, recognitions, product demonstrations, and raised funds
- Fundings: Series D (Aug 9, 2022) – $105M (181.6M over 6 rounds of fundings), 5 investors SS (2b continued)
- Mentioned the acquisition of 2 organizations (Patch Nov 10, 2021), and (Leanplum May 19, 2022) Short and crisp points of redirections to the treasure chest
- Meme-oriented posts gained more engagement.
Apart from this, CleverTap redistributes content on Facebook, Twitter, and Instagram as well.
Areas of improvement:
They could have repurposed case studies to boost engagements & attract more leads. Else, a sneak peek of the gateway to case studies as shown below could have been made.
Blogs could have been repurposed and included more sneak peeks of the videos from its youtube channel.
Ideal format: Long-form texts and catchy carousels (Linkedin), succinct threads (Twitter), captivating carousels and reels (instagram), and combinational posts (Facebook).
14) YouTube
- 3.75k subscribers as of now.
- Consistently creating videos under various categories (playlist)
Videos: Journey to success videos, product demonstrations, webinars, and sponsored videos of topline businesses’ growth stories that spotlight one of CleverTap’s core benefits – “customer retention”. Eg: chat shows on customer retention – reshaping India’s internet usage with Jio.
Areas of improvement:
- Attention-grabbing prime moments from its Youtube channel could have been made into reels to get more reach and engagement.
- Could have used better titles in their playlists
7 Treasurable takeaways of CleverTap analysis:
- Undoubtedly, CleverTap’s product is the superhero. When you have a trustworthy and purpose-fulfilling offering, nothing can stop you from succeeding. Customer reviews will back you up unsolicitedly in this digital era.
- Your website is your digital resume/business card. That’s why you should build one that captivates the attention of your audience, communicates what you can do for them, convinces them why you should choose you over your rivals, and converts them with irresistible offers and solutions backed by social proof.
- Showcasing wins even if it’s a small one. Why? As you know, social proof is a secret weapon.
- Repurposing existing data/content is a smart way to skyrocket reach, engagement, and revenue.
- Verdict: CleverTap’ content marketing is way more powerful and impressive than its social media marketing. Still, they are conquering their domain with the power of “Purpose-fulfilling and competitive product, unshakable social proofs, 4C content marketing strategy”.
- 4C? (4C -> Captivating, Communicating, Convincing, and Converting content marketing strategy!)
- Content is still, and always will be the KING, non-negotiable!
