Waterstreet Technology – Content Marketing Strategy

Challenge

How do you help Waterstreet Franchise Management Software stand out in from of business owners across North America?

Challenge

How to target the right audience at the right time with the right information on the sales journey?

Solution

Pace Creative worked with Waterstreet Technologies’ executive team to develop and execute a content marketing strategy that includes all relevant marketing channels.

Solution

Establish Waterstreet as the go-to SaaS company for franchising software and tools in North America.

We wanted to drive user acquisition and drive users to schedule a demo, potentially turning them into long-standing customers.

Solution

We started the implementation of the content marketing journey by focusing on the website – optimizing the site map and redesigning the website to be more user-centric.

The content clearly communicates key messages, outlines the software features and benefits while keeping SEO a focus.

Solution

Our methodology focuses on content as playing a key role in improving organic search results, driving users to the site, increasing time spent and finally driving conversions.

Solution

Once the website was developed, we conducted a comprehensive audit. Pace Creative then established a presence on select social media platforms that would be best suited for Waterstreet Technologies.

Solution

Pace Creative developed strategic monthly content calendars themed around the website content (blogs, products and services) to make engaging, relevant and consistent content that could be shared with the audience regularly.

Solution

As part of the promotion of the website, we use monthly blogs which are published each month.

The content of the blog posts is aligned with the monthly social media editorial calendar.

Solution

To help promote the added value content, we supplemented the campaign with Facebook Ad promotions to further drive engagement and followers.

Solution

Digital ads further increased engagement by directing traffic to the monthly blogs. Waterstreet has seen thus improved brand knowledge and driven more users to schedule demo trials.

Result

Since then, there has been a significant increase in conversions tracked and overall website statistics, as well as followers across all social media channels.

Result

Our unified and cohesive content marketing strategy has contributed to the organic rankings putting Waterstreet in the top 10 searches for popular keywords like ‘franchise management software features’ and ‘franchise brand management’.

Result

By establishing a strong brand identity across multiple channels, Waterstreet was able to maintain its position as North America’s go-to franchising software.