The FinLab Online
At A Glance
840%
65%
Backstory
They serve businesses across Singapore, Malaysia, and Thailand – connecting them with industry experts, matching them with mentors, and facilitating right-fit technology solutions.
They launched The FinLab Online in 2020 to expand their network and help more businesses across the region.
Backstory
They serve businesses across Singapore, Malaysia, and Thailand – connecting them with industry experts, matching them with mentors, and facilitating right-fit technology solutions.
They launched The FinLab Online in 2020 to expand their network and help more businesses across the region.
Challenge
The FinLab’s goal is to empower member businesses to grow. But they can’t do so without members in need of their services.
One of their primary marketing channels for member acquisition was leveraging social media – primarily Facebook – to increase brand awareness and get in front of new potential members. But their posts were rarely seeing much engagement, if any at all.
Already struggling to meet their goals, the Coronavirus pandemic did nothing to help matters.
Not sure how to achieve their goals, The FinLab approached us at Brew Interactive. We set out to help The FinLab achieve two primary goals:
- Improve their brand awareness across Singapore, Malaysia, and Thailand
- Acquire more members to meet their acquisition goals
The Solutions
Persona Creation & Documentation
To meet these goals, we knew we needed to start by getting intimately familiar with The FinLab’s ideal members.
We began by interviewing The FinLab team about their ideal members and UOB’s best clients. But we wanted to take our persona creation a step further by interviewing SME owners across Singapore, Malaysia, and Thailand.
This step is critical – as many businesses may have tunnel vision on who they believe their buyer personas to be, but they haven’t taken the time to sit down with them – or they haven’t in quite some time.
We dug into these SME owners’ struggles, challenges, and aspirations.
We then documented our findings and created a few key member personas for The FinLab. These personas would guide and fuel all of our efforts moving forward.
Inbound Strategy
Once we were crystal clear on what kinds of SME owners The FinLab was targeting, we crafted a unique inbound marketing strategy for them.
1. Social Media Strategy and Content Creation
Leveraging social media trends and industry data across the region, we supported and directed The FinLab’s social media strategy and assisted with content creation.
We catered their social media content and overall strategy to target and attract the personas outlined in our documentation exercise.
2. Repurposed Webinar Content
Once the COVID pandemic began making waves, The FinLab hosted a number of webinars in an attempt to engage their members.
We went through these webinars to pull out data and insights for additional content creation. Repurposing their existing content helped us produce valuable content quickly, rather than having to spend time partnering with them on content from scratch.
3. Ran Data-Driven Ads to Generate Member Acquisition
To help The FinLab meet member acquisition goals, we set up a number of advertising campaigns targeting their member personas.
Every month, at Brew we spend anywhere between $300,000 and $400,000 on ads for all our clients combined. Because of this, we possess a massive amount of real-time data to know what works and what doesn’t.
Thanks to this data, we were able to rapidly A/B test creative, messaging, and copy for The FinLab in order to optimize their ads quickly – instead of waiting months to gather adequate data.
4. Used HubSpot to Nurture Existing Members
Lastly, we wanted to help The FinLab nurture existing members who would be good fits as UOB clients.
We met with their sales team to gain an understanding of their outreach process, and then guided them on how to use HubSpot’s CRM for the most effective and efficient outreach possible.
Even the slightest tweaks to a sales process can prove massive results.
Results
Member acquisition grew astronomically by 840% and social media engagement improved by 65%.
The FinLab is now serving and empowering more members than ever before.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
Recent Case Studies
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