Using a modern, multi-channel marketing strategy to transform a business into an authority in an emerging market

A key challenge for Embryo, but one that excited us, was grappling with the often volatile crypto industry. To overcome this, our client services team in particular worked to forge a very strong relationship with the BCB marketing team so that communication of news, developments, and any volatility in the industry was immediately communicated in order to adjust strategy.

Further, Embryo’s talented content writers had to become experts in crypto quickly enough to produce ontologically rich content that targeted complex, often quite specific keywords. To side step this issue, our team used AI-assisted content frameworks to ensure that what was written would satisfy the E-E-A-T criteria outlined by Google.

To begin, BCB began with a £7,000 a month investment split 65/35 between SEO and paid social.

For this investment, BCB wanted our help to achieve the following:

• Increase overall website visibility through increasing organic keyword rankings.
• Increase in traffic and leads driven to the BCB Group website.
• Ensure the lift & shift website project is carried out successfully by our technical department before any other major changes are implemented on the website.
• Increase the number of relevant and high-quality backlinks linking to relevant landing pages in order to improve the existing DA score.
• Improve CWV scores to bring them into the pass range of 90+ as measured by Google Lighthouse/Pagespeed Insights.

While new to the world of cryptocurrency the Embryo delivery team knew that their belief in a set of SEO principles would bring BCB organic success over a period of time.

We performed a technical SEO audit and created an action plan from the findings. We also advised BCB in the making of the new website and detailed to them the procedures we needed to carry out in order to keep any impact on organic performance to a minimum. Before the new site went live, we helped them carry out pre-launch testing and identified potential bugs or areas that could affect user experience. In November 2021, we also helped BCB migrate domains from .io to a .com site.

The content side of the Organic team went about creating 4-5 evergreen pieces of content a month. This content targeted keywords relevant to BCB and was designed to entice potential customers into approaching BCB over their competitors.

For our approach, our team used Embryo’s proprietary technology, Intermingle. Designed by our chief innovation officer, Intermingle enables us to enter the most important keywords for BCB and instantly receive an analysis of the SERP (Search Engine Results Page) for those keywords. This meant that, for each keyword, we could see the ideal strategy needed to rank for that term, helping to ensure we’re not wasting our time and efforts trying to rank organically for keywords that need a paid strategy, for example.

In such a new industry, we knew that search engines would be looking for authorities so, to create this content, we collaborated with BCB to get the company’s directors invested and involved in the campaigns. This is because we knew individual quotes from experts are what their audience, and Google, with its E-E-A-T ranking factors, would be after.

To help increase the notoriety of the business, 1-2 reactive PR pieces were created each month in order to gain backlinks from high-domain publications.

The digital PR was an instant hit. Within the first month, we secured an exclusive with the Daily Express by sharing a company director’s market insights. This piece was covered by 16 other news platforms with a max domain authority of 94, scoring 4 backlinks to BCB, and exposed them to 313 million readers.

The final element of multi-channel campaign was paid social. Once we’d completed their audit on their current social media output, and analysed their competition, our social team launched a series of ads featuring visually compelling ad creative and copy on Facebook and LinkedIn. These were then targeted to custom and lookalike audiences based on BCB’s existing clients and website visitors.

The paid social part of the campaign had the two-pronged benefit of keeping the BCB brand in key decision maker’s social media eco systems – because they see them on Twitter, Facebook, and Instagram – but they also targeted recent visitors of the BCB site.