requirements & challenges
Qwil Messenger had significant presence in the Fintech space within larger enterprises. However bringing them to the mass market, in a world dominated by huge software companies was their biggest challenge. Platforms like Microsoft teams, Slack, Zoom, Docusign all have a collective monopoly on most businesses. Although they do not quite offer the same USP that Qwil Messenger does, breaking into that space is a significant difficulty.
Qwil offers the same levels of communication as all of the above. As if it was Slack, Teams, WhatsApp, Zoom, Docusign and Calendly in one, but you can use it with clients as well as with your own team. Having to compete on so many fronts is another challenge in creating the right marketing strategy.
After comprehensive market research, it was clear that things like COVID, remote working, and the rise in cyber crime, data leaks and phishing scandals meant a platform like Qwil absolutely has a place in the market.
solutions we provided
We broke it down into multiple elements where we could establish more brand authority and awareness. The key points to start were in the website, search engine optimisation, and outreach channels. Though there was a reasonable volume of inbound potential, there was more than just lead generation required. There was also a significant portion of demand generation needed to build up the interest and awareness of the product.
SEO
SEO is a great option for SaaS providers. There are people out there searching for you. You need to make sure that they can find you easier than your competitors. This means answering their questions, ranking first for search terms that indicate buying intent, and generally bringing more people to your website. This is how our SEO campaign for Qwil went:
Our team researched, strategised and carried out a significant SEO campaign, creating multiple blog posts weekly to begin to build authority around certain topics, industries, and other valuable search terms.
We also audited and corrected thousands of technical SEO errors that were already occurring on the Qwil Messenger website, something most businesses don't even realise can be a detriment.
Qwil Messenger also required a significant link building campaign. Building authority in a space with such high competition means that authority to google is everything. Gaining and implementing new high authority backlinks was a critical part of boosting their traffic.
The SEO Result
Though the campaigns are still continuing, Qwil's organic traffic from non branded keywords has increased over 1000%. The image above demonstrates the traffic estimates from SEMRush(which are significant overestimates). It continues to grow as we continue to build authority and more informative, useful content.
LinkedIn Outreach
As a tool with an already significant user base, the team at Qwil already had a good idea of what their ideal customer profile looks like. Using this we were able to identify the correct LinkedIn search criteria and initiate conversations using SalesLink, our bespoke AI LinkedIn outreach tool. Especially when operating within professional services, LinkedIn is a great outreach tool. Here is a summary of what we did on SalesLink:
Created campaigns across multiple professional services e.g finance, accounting, legal
Established critical pain points within these conversations, and adjusted campaigns to use those pain points in the introductory messages
Optimised the Qwil Messenger Team's profiles to make them as appealing to respond to as possible
The Outreach results
The LinkedIn outreach campaigns proved a huge success. The team had around a 30% response rate, across accounts. Resulting in an average of 60 leads per account per week! With around 10 meetings being booked per week, and more converting lower down in the sales funnel.
Webflow Web Design
The old Qwil Messenger website also needed a significant revamp. The industry standard technology in the SaaS space is Webflow. We also undertook the job of restructuring, designing and implementing a completely fresh site. Here is a summary of what was required:
Software graphics demonstrating Qwil's extensive functionality
Updated copy for the entire site, ensuring search engine optimisation
Completely new design, look and feel, bringing the Qwil Messenger site up to the modern standard
The Web Design Result
The new Webflow site dramatically improved user experience and brand credibility, positioning Qwil Messenger as a modern, authoritative leader in secure communications. This visually appealing and fully optimised platform provided an immediate uplift in perceived value, resulting in improved engagement metrics and higher lead conversion rates from organic and paid traffic sources.
