Smile.io: Increased Case Study Traffic by 39% in 3 Months

Client: Smile.io
Industry: Ecommerce | B2B SaaS | Loyalty & Rewards
Project Date: 2019 - Present

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As the Digital Marketing Specialist, I ideated, strategized, and executed a case study B2B content marketing program for external lead generation and internal sales enablement. 

Objectives:

As the world’s largest loyalty program provider, Smile.io powers over 100k+ ecommerce rewards programs. As a business driven by inbound growth, the content marketing program fuels conversions.  

Smile.io was targeting a new customer segment with the launch of its new enterprise-geared pricing plan. I worked closely with the sales and product teams to develop a case study content program that would attract prospective clients and support ongoing sales conversations. 

Smile.io had not released a new case study for 3+ years, so I revived this content format, given the new business objectives. 

Strategy:

Over 6 months, I:

• Prospected reputable customers to interview for case studies. 

• Conducted interviews to gain insights into clients’ user experiences.

• Wrote and published 5 case studies, highlighting product features and client success stories. 

• Redistributed content into other content marketing materials including organic social media posts, email newsletters, digital ads, and CEO thought leadership videos published on LinkedIn.  

• Communicated these case studies internally for use by sales and customer support teams. 

Throughout this process, Smile.io underwent a website redesign. With this, I took the opportunity to optimize the case study landing page user experience. 

To maximize product subscriptions, leads, and product demos, I redesigned the case study format to optimize for SEO. I changed the content format from an ungated PDF ebook to an SEO-optimized landing page, with conversion-focused CTAs to the product installation page and demo booking page.

Before and After:

Optimized for downloads.

Optimized for app installs and demo bookings.

Results: 

• Case study landing page redesign drove a 50% increase in on-page conversions and a 25% decrease in bounce rate in 2 weeks.

• Case study page views on the blog and marketing website increased by 39% QoQ. 

• Social media impressions doubled for case study-related LinkedIn posts.

• Internal use of case studies increased exponentially, with assets used as sales enablement content and automated customer support macros. 

For a complete collection of recent case studies at Smile.io, check out the Case Study Library!