Anticipate growth with an inbound marketing and SEO strategy

Combining marketing acquisition and effective website redesign

At a time when corporate eco-mobility is booming, Kemmrod needs to make its solution known on the market. In the context of an emerging sector, the startup needs to increase its web visibility, with relevant content and an optimized website.

Building your digital acquisition strategy in the emerging corporate eco-mobility sector

Founded in 2020, Kemmrod accompanies companies towards gentler mobility, with the provision of fleets of electric bicycles. Beyond its eco-mobility offering, the startup includes itself in a global approach to reducing its customers' carbon footprint. Kemmrod's tailor-made services include CSR and carbon footprint reporting, insurance and preventive maintenance. In a few figures, electric bikes are:

• 20 g of CO2 emitted per 100 kilometers, compared with 11,000 g for a car
• 18 km/h on average in town, compared with 15.8 km/h
• 94% reduction in greenhouse gas emissions compared to a car

4 major marketing challenges for Kemmrod

New to its market, this promising startup wants to quickly position itself as a key company in its sector. Developing a strong reputation and visibility on the web requires, above all, starting from sound foundations. The challenge was to help Kemmrod build a comprehensive growth strategy. Here are the 4 major challenges of this project:

1. Design a strong inbound marketing strategy and accelerate the acquisition of new qualified contacts among targeted personas.
2. Enhance your conversion website as the foundation of your inbound marketing strategy.
3. Industrialize the qualification of contacts in relation to the purchasing act and its real maturity.
4. Centralize data, tools, and marketing and sales teams.

How Make the Grade set Kemmrod on the path to a successful inbound marketing strategy.

The collaboration between Make the Grade and Kemmrod included two major parts. An inbound marketing strategy and an SEO strategy. For the success of the project, each of these parts was divided into various key stages.

The challenge of a successful inbound marketing strategy is clear. Get customers to come to you, by offering them relevant content that meets their business needs. Starting with an analysis of Kemmrod's priority targets, we were able to define the strategy to be deployed.

Developing persona sheets, to work on priority marketing targets

Personæ are semi-fictional profiles of the ideal customer. They form the basis of any inbound marketing strategy, guaranteeing objective decision-making and an enhanced customer experience. These personæ are true digital identity cards, listing the characteristics of the target individual. In particular, they define:

• His demographic and biographical information: age, level of education, business sector, company size, position held, etc.
• His psychological criteria: means of communication and networks used, sources of information and tools necessary for his daily life.
• The qualitative and quantitative objectives of his job description.
• His habits, frustrations and deep aspirations from his daily professional life.
• Not forgetting the commercial objections he faces every day with his customers and prospects.

We collaborated with Kemmrod on a workshop aimed at putting this information in black and white. To create personas as close to reality as possible, we brought together several members of their team. Each Kemmrod talent mobilized represented a pole of the company:

• Management, embodying the corporate vision.
• The Sales Manager, who was able to steer us towards the company's performance objectives.
• The Marketing Manager, in charge of lead acquisition and retention.
• The Product Manager, to share his technical knowledge and represent customer service.

They all interact with customers at different stages of the buying journey, so it was important to compare all perceptions. Three target profiles emerged from this exchange, enabling us then to move on to defining the different buying paths.

In order to maintain the confidentiality of this project, the above persona example is fictitious and generic.

Defining Buyer's Journeys, to map user paths

The challenge here is to build a digital content strategy. It enables us to accompany targets through all phases of a web buying journey. This path breaks down into 3 stages, which are:

• Awareness, corresponding to the discovery of a problem.
• Consideration, i.e. evaluation of the solutions available on the market.
• Decision-making, where your target selects the product or service that meets their expectations and needs.

Via a collaborative mind mapping tool, we draw up a complete tree structure of the Buyer's Journey. The aim is to present the customer with all the content to be created in order to optimize the buying journey. This includes blog articles, white papers, case studies, newsletters, simulators and other marketing content. With a unique journey for each persona, Kemmrod meets every need, establishing itself as an expert in its sector.

In order to maintain the confidentiality of this project, the buyer's journey example above is fictional and generic.

Creation of the inbound editorial line, to ensure consistency between content

The editorial line is a real common thread when writing inbound marketing content. The challenge of web creation is to establish yourself as a market reference. That's why, above all, you need content that's structured, giving the image of a brand that's just as structured. In this context, developing an inbound editorial line is the essential methodology to deploy. Here are 3 reasons why an inbound editorial line is important:

• Propose consistent content, with a unique, recognizable style.
• Stand out against tough competition, by highlighting your expertise.
• Fidelize readers, by providing precise, high-quality answers to their problems. They'll want to learn more about the company, its offers and services, potentially becoming customers and then ambassadors.

The development of Kemmrod's editorial line required in-depth reflection in order to find which topics to prioritize. Through various open questions and workshops, we worked together on aspects of the future editorial line. The posture to adopt, the intonation and the image conveyed by the various contents. Here are a few open questions to help you work out an inbound marketing editorial line:

• What are the objectives of your inbound blog, for your company as well as for visitors?
• What values does the organization wish to convey?
• What are the key messages to convey to the various personas, throughout their buying journey?
• What relationships do you have with your prospects and customers
?
• What are the priority themes and topics to address, via blog posts or premium content?
• How should the company structure its content? Here, it's important to define the format of each piece of content, SEO keywords, calls to action, etc.

This non-exhaustive list allows Kemmrod to take a step back from the sector, in order to detect all the necessary topics to be evoked. By taking the time to establish an editorial line, the company has given itself the means to offer readers content with high added value.

It's worth noting that content marketing generates 3x more leads than traditional marketing (source: "Content Marketing Infographic", Demand Metric). And at a cost that's over 60% lower. A significant step, with a direct impact on sales. This inbound editorial line enables us to build a marketing framework for the creation of future content, and it's from this that the SEO strategy can be thought through.

How will Kemmrod optimize its visibility on the web with a well-honed SEO strategy? 

An optimized, high-performance website is essential for increasing search engine positioning. The challenge is to develop a strong reputation on the web, by being more visible than the competition. As with inbound marketing, it's necessary to draw up a clear, well-thought-out SEO strategy.

Building the foundations of a competitive SEO strategy

The first indispensable phase of an SEO strategy: knowing which keywords are most relevant to Google. It's all about understanding what interests Internet users, and how to meet their needs. By studying the top 100 keywords related to the electric bike sector, we were able to advise Kemmrod. The aim was for the startup to have a maximum number of reliable keywords to exploit, in order to build a unique and competitive strategy. A strategy that will make it possible to offer quality content, based on actual purchase and search intentions, carried out by the targeted personæ.

While semantic research is essential for visibility on search engines, and therefore on the web, it goes beyond that. Above all, it is the basis for all Internet communication actions.

Analyze the competition, to position yourself on the best business opportunities

This is a major component of strategic analysis. The challenge here is to audit the competitive universe, in order to compare your site's content with the rest of the market. This enables you to identify best web practices and anticipate the optimizations you need to make. Thanks to an analysis of 11 of Kemmrod's main competitors, we were able to determine the market's level of competitiveness. An analysis of monthly SEO visits, positioned keywords, as well as pages present in the keyword top.

An analysis of the market's competitive position.

By identifying key success factors, the idea is not to copy, but to draw inspiration from them to develop your own strategy. As a result, increase your traffic from natural referencing.

Maximizing page ranking on Google with internal linking

Before writing any content, it's important to define a clear, structured plan. This will involve defining the title tags as well as their number of characters, the description, etc. The aim is to guide Google in understanding the subject, and thus maximize its chances of being in first position.

Aside from the plan, the links inserted into articles are also essential, whether internal or external. Known as "internal meshing", this principle consists in creating logical links between articles and thus developing a coherent semantic cocoon. Redirecting readers to other related articles will enable them to think more deeply about a specific subject. The aim is to help them move forward in their inbound buying journey. As we've just done here, for example.

Reinforcing user trust and authority on search engines

A crucial factor in SEO ranking, backlinks are inbound links from third-party sources, which will point to your site. These links will have an impact on the trust and popularity of your site. Think of your site as a restaurant. If several people recommend it as the best in town, you'll tend to think so too. The same principle applies to backlinks. A link from one site is considered a vote of confidence for another. It's these votes that subsequently establish popularity and ranking on search engines.

For this project, 3 reference domains were brought up. 3 websites, highlighting Kemmrod as a reliable figure in the sector. One of the jobs of our collaboration was to search for the most relevant backlinks, in order to increase qualified visits.

Converting visitors into qualified contacts with optimized site architecture

The seo architecture of a site, otherwise known as its architecture, refers to the way pages are organized. It takes into account several elements, such as navigation, URLs, links and category pages. Its role is to help each visitor to quickly find relevant content, which responds to their issues, according to their buying maturity.

To develop Kemmrod's SEO strategy, we imagined all the potential entry points for users. As a result, they can find answers to their questions and challenges via a coherent, structured website.

We've designed Kemmrod's SEO strategy to take into account all the potential entry points for users.

In order to maintain the confidentiality of this project, the above example tree structure is fictitious and generic.

Sound foundations that will enable Kemmrod to grow its targeted search engine traffic

Nearly 200 long-tail keywords have been identified, to help the company enrich its web content and boost its SEO. These keywords are destined to be integrated into the content of the 3 buyer's journeys designed for Kemmrod. Would you like to share your expertise on the web and improve your site's SEO? Find out why creating a blog is vital to weighing the scales in your favor during the buying decision.