Driving Dojo discovery for B2B businesses led to 152% in monthly traffic growth
The Challenge
Dojo was a new card machine provider for small b2b businesses, and brand traffic accounted for 70% of clicks. In order to save money on PPC and drive non-brand traffic, we identified that the card machine had the biggest growth opportunity, and they needed a content experience on and off-site to drive it.
Launching a new card machine provider in a competitive market
What We Did
To drive organic growth within the B2B market, Dojo needed authority and trust signals and lacked this onsite and off. Through creative Digital PR and onsite cluster content, we built site-wide authority but more specifically targeting the card machine path by building media stories, signals and links back to the domain.
We ran a strategy which consistently drove card machine link signals to site through reactive PR throughout the year alongside 6 boosts of bigger content marketing pieces and cluster content. Offsite stories built links into the commercial card machine category to drive authority and trust signals with deeper-level linking structures.
An example report/data campaign we ran was Popular Passwords. In order to push messages around security and credit card security, Dojo launched a report around password security and what's most at risk. This report revealed the most hacked passwords and password patterns as a way to educate consumers and land in top-tier press.
An example of reactive PR was the exclusive restaurant list. A viral TikTok video highlighted how it took one restaurant goer over 6 months to get into a popular London restaurant. This racked up millions of views. We reacted to this, creating the exclusive restaurant list and how long it takes to get a table.
Driving 325% in top 10 rankings
The Results
In 1 year, we drove 211 links into the card machine path with 90 new referring domains from publications such as CNET, Daily Mail, The Sun, Ladbible and The Tab. All stories had semantic relevance around card machines, b2b payments, data security and retail which contributed to an increase of 325% top 10 rankings and an increase in monthly traffic of 152%.
Dojo is leading in the hospitality industry specifically and growing YoY. 140K small businesses are now served using a Dojo card machine.
