Waterstreet Technologies is a SaaS providing a cloud-based franchise management software for field service companies. They have been in business for over 20 years, and technology has changed tremendously during that time.
As new companies are joining the marketplace and taking over market share, they wanted to remain competitive. The CEO at Waterstreet, Jeff, wanted to adopt an integrated and cohesive content marketing strategy. The goal was to target new franchisers and connect with existing business owners. There was no better way to do this than through a medium we know best: all things digital.
We started by creating a new website with clear brand messaging for Waterstreet to stand out in the marketplace. After the website launched, we used a promotional strategy to drive viewers to the website. To do so, we conducted a comprehensive audit.
From there we developed a strategy and execution plan to ensure the strategy would be implemented smoothly and results would be achieved. Pace Creative established a presence on select social media platforms best suited for Waterstreet Technologies. We continued to develop strategic, monthly content calendars themed around the website content (blogs, products and services) to regularly share engaging, relevant and consistent media with the audience. This was supplemented with Facebook Ad promotions and a followers program developed by Pace Creative.
Waterstreet has been able to maintain its position as North America’s go-to franchising software!
How do you help Waterstreet Franchise Management Software stand out in from of business owners across North America?
How to target the right audience at the right time with the right information on the sales journey?
Pace Creative worked with Waterstreet Technologies’ executive team to develop and execute a content marketing strategy that includes all relevant marketing channels.
Establish Waterstreet as the go-to SaaS company for franchising software and tools in North America.
We wanted to drive user acquisition and drive users to schedule a demo, potentially turning them into long-standing customers.
We started the implementation of the content marketing journey by focusing on the website – optimizing the site map and redesigning the website to be more user-centric.
The content clearly communicates key messages, outlines the software features and benefits while keeping SEO a focus.
Our methodology focuses on content as playing a key role in improving organic search results, driving users to the site, increasing time spent and finally driving conversions.
Once the website was developed, we conducted a comprehensive audit. Pace Creative then established a presence on select social media platforms that would be best suited for Waterstreet Technologies.
Pace Creative developed strategic monthly content calendars themed around the website content (blogs, products and services) to make engaging, relevant and consistent content that could be shared with the audience regularly.
As part of the promotion of the website, we use monthly blogs which are published each month.
The content of the blog posts is aligned with the monthly social media editorial calendar.
To help promote the added value content, we supplemented the campaign with Facebook Ad promotions to further drive engagement and followers.
Digital ads further increased engagement by directing traffic to the monthly blogs. Waterstreet has seen thus improved brand knowledge and driven more users to schedule demo trials.
Since then, there has been a significant increase in conversions tracked and overall website statistics, as well as followers across all social media channels.
Our unified and cohesive content marketing strategy has contributed to the organic rankings putting Waterstreet in the top 10 searches for popular keywords like ‘franchise management software features’ and ‘franchise brand management’.
By establishing a strong brand identity across multiple channels, Waterstreet was able to maintain its position as North America’s go-to franchising software.