How POLARIS partnered with six degrees, the IT and Cloud MSP to increase their understanding of their customers and increase SEO performance through their website.
POLARIS were approached by Six Degrees Group, a leading IT and Cloud Security company because they wanted to improve their presence through SEO and Content Marketing.
Initiating our partnership in 2022, the POLARIS team set about working on a set of “quick win” actions that saw the business receive an increase in organic traffic and leads for ISO7001 and MSP through both of their brand sites.
Whilst working with the IT and Cloud company, POLARIS determined that in order to develop a real content strategy that connects with the right target customers, we would need to profile their customers and understand the use cases that drove people to search online for an MSP.
POLARIS worked with the IT and Cloud company to evaluate what competitors were targeting in terms of topics and use cases, as well as collaborating with third parties to conduct market research into focus groups.
The real question we want to ask was what caused you to go and search online for an IT and Cloud security company? What are the reasons that CTO and IT Managers are going online to look for a vulnerability audit? By finding out the reasons, we could then better understand the situation of these businesses and then utilise this in how the IT and Cloud company communicated through SEO and its Content to reach target prospects.
After carrying out a competitive and search landscape review, POLARIS determined that some products and services were named with naming conventions that were understood internally, but not externally by prospective customers. This meant that even if a prospect landed on the client’s website, they may not have been able to navigate effectively enough to reach the information they required regarding the right services that they needed.
To develop this, POLARIS collaborated with the client to connect marketing with product managers, holding a series of workshops that had the objective of reclassifying products and services with a customer first language.
POLARIS successfully worked with the client to rebrand their key products and services to be taken into consideration for an upcoming website restructure due to launch in 2023.
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