respond.io Work Case Portfolio.

Competitors.

Our marketing stack.

Growth Strategy.

Respond.io’s target audience are small businesses who engage with their customers on multiple channels, primarily via web or chat app. E-commerce’s, local service providers, and food & beverage businesses thrive in both modern and growing economies where cell phones and texting are preferred over in-person or phone call communication with businesses. As respond.io is a SaaS self-service platform, the strategy focused on a pure user acquisition strategy using SEO, SEM, and Lead Nurturing.

Marketing Cadence.

Content ethos.

Competitors should be your guiding light in the beginning of any content strategy. Competitors, especially larger ones, have already done the research for what keywords or what content works. With tools like Ahrefs and SEMRush, you can spy on their work and identify articles to tackle from top-to-bottom. Once you have an idea of the content you need to write, simply write content that emulates what your competitors have, and once this is complete, now you need to think how you can improve the content so that it beats your competitors.

Content process.

SEO ethos.

Search Engine Optimization is not a clear-cut formula that can be copied or “figured out”. SEO is a set of best practices that when used appropriately, improves the user’s experience which can result in exponential growth in traffic, lead generation, and engagement. SEO is a long term strategy that must be taken seriously, with patience, and probably more patience.

SEO growth.

Respond.io’s SEO strategy initially targeted any online business, this was back when it was known as Rocketbots, as we positioned the platform as a competitor to the likes of Intercom and Zendesk. Now, as respond.io, the platform was now targeting small businesses in emerging markets, where chat app usage is far greater than in developed markets. The SEO strategy focused on 2 main channels, the blog which would meet the searcher’s intent scalably, and offering free online tools that help small business owners. All of which would be supported with videos which would help enhance the understanding of how respond.io works, how chat apps work, and how they can benefit from these content and respond.io’s platform as a whole.

Results.

SEO Today.

(as of July 18, 2024)

Time for a rebrand.

Once known as Rocketbots, the company started by providing a chat management platform for online businesses, positioning itself among larger market leaders like Intercom and Zendeck. Rocketbots leaned a fair bit on it’s AI neural network and bespoke made chatbots to compete, but with a tight runway and new funding rounds around the corner, it was time we took a new approach and targeted an audience that could be scaled. Enter respond.io, a rebrand of Rocketbots that would provide the same conversation to conversion platform, this time with a renewed focus on supporting Whatsapp and Facebook business chat accounts (among others) using our AI enabled platform. This unlocked a new audience of small business owners in emerging markets that the larger chat platforms could not support due to their desktop-first approach. The new branding would have to reflect this mobile-first sentiment in order to reach this audience.

Creating core power users out of thin air.

Another addition to the respond.io rebrand was the creation of a community around the ongoing development of the respond.io platform. Since the platform is quite new in many of the new markets that we targeted in the rebrand, it was a great opportunity to convert some customers into valuable friends who would give feedback, test, discuss, suggest, and get early news about all future platform updates.

Meet the dream team.

That being said, meet the growth team at Statrys.
(when I was there)

Thanks for reading.

This was just a few examples and explanations of my methodology at respond.io. Of course, there was a lot more involved like running marketing automations, email campaigns, social media management, and other typical marketing responsibilities. I see growth marketing as a summation of solid long term strategy and leadership, rather than a string of high-performance campaigns, and I hope that this portfolio shows this clearly.

Please keep in mind that my time at Rocketbots nearly 6 years ago is what allows me to understand how respond.io operates, but it is in no way a definitive insight into their actual day-to-day operations currently.

Let’s get in touch.