How we did it
Our joined-up PR and digital marketing strategy focused on the following pillars:
- PR: Sovos wanted the attention of mid-market firms with lower IT maturity, as well as more mature enterprise firms. So, we developed a two-pronged trade media strategy, building relationships with tax and finance journalists.
- SEO: Based on our research into trending tax topics, we selected a group of high-priority keywords. We then created content around these and consistently enhanced/edited it to maximize performance.
- PPC: We transitioned Sovos from generic keyword-based campaigns to a full-funnel approach fuelled by timely content. This included ‘always on’ LinkedIn and Google search campaigns aligned to Sovos’ buyer journey. On Google, we continually refined our keyword strategy, focusing on higher-intent, bottom-of-funnel keywords
We’ve had a lot of fun working with the lorries’ digital experts over the last two years. Tax tech isn’t the easiest topic to get your head around, but they dove right in. Thanks to their ‘can do’ approach, we’ve made significant strides in SERP visibility and keyword rankings. Not to mention crafting a streamlined ‘funnel’ approach to generate leads from LinkedIn and Google. A first-rate partnership!
— Felix Guessfield, Digital marketing manager at Sovos
