In the race to go digital during Covid-19, a key pain point emerged for retail brands: website speed and performance. As the pandemic accelerated the shift to online shopping, many brands discovered that their websites were not performing optimally, raising the risk of lost customers and revenue.
In response to this issue, Dae.mn gathered data from the UK’s leading eCommerce sites and presented it as a Page Speed leader board to rank how companies were performing. The goal was for this to be supplemented with long-form content to drive awareness and leads.
They key objectives were:
- Use storytelling to nurture leads by engaging senior stakeholders within target prospects
- Grow brand awareness and credibility with startup to enterprise level businesses in retail, leisure and hospitality
- Target high value educational content at key decision makers
We developed an 8-week plan featuring a range of content and promotional activities across key channels to ensure that the content and the Dae.mn brand would be seen by the right people. This started with an educational blog outlining the pagespeed issue facing brands, followed by a landing page displaying the leader board, an in-depth ebook and a sales offer.
By staggering the content in this way and targeting it at similar audiences, we were able to engage prospects with an ongoing pipeline of content. This built trust, making it more likely that they would move through the sales cycle and turn into leads.
We targeted LinkedIn ads by job function and by target companies, experimenting with the messaging to deliver the biggest impact. We focused on emotive messages that created a sense of urgency and positioned Dae.mn as industry experts.
These ads were supplemented by LinkedIn InMails, organic social posts and video teasers from the company and employee social feeds, providing a consistent drumbeat of engaging content to spread the message as far and wide as possible.