The Client
The Client is one of India’s leading providers of digital identity solutions. Founded in 2014 by industry veterans with extensive experience in the Banking, Financial Services, and Insurance (BFSI) and technology sectors, the company has established a strong market presence.
They offer a wide range of modular, scalable Consumer Onboarding and KYC solutions, trusted by top companies across BFSI, telecommunications, utilities, and public sector undertakings (PSUs).
Their solutions are delivered through a hosted service model, ensuring full compliance with regulatory standards set by UIDAI, RBI, SEBI, IRDAI, and TRAI.
Marketing Challenges
Despite their innovative solutions and strong market position, The Client faced a critical hurdle—their marketing efforts were nearly non-existent.
A key issue was the lack of a cohesive and structured website. The website’s fragmented content and unclear articulation of solutions created confusion for potential clients and contributed to low lead generation.
The absence of dedicated pages for individual solutions further diluted the impact of their online presence. Without a unified digital identity, their value propositions failed to resonate with their target audience.
Acknowledging the need for a comprehensive marketing overhaul, The Client turned to our B2B marketing and communication agency to develop and execute an end-to-end strategy aimed at enhancing visibility, engagement, and lead generation.
Marketing Solutions
Our partnership with The Client began with an extensive analysis of their digital footprint, encompassing their website, solutions, and overall brand positioning. We conducted a meticulous review of their offerings, highlighting the unique selling points that differentiated them from competitors.
A core aspect of our research involved accurately identifying their target audience and benchmarking competitor marketing practices. This thorough assessment revealed key gaps and opportunities for growth and competitive distinction.
Recognising the pivotal role of an intuitive and visually compelling website, we initiated a complete overhaul of The Client’s digital platform. Each service and solution were strategically repositioned to ensure the content was clear, engaging, and easy to navigate.
New, dedicated pages were crafted to spotlight specific offerings, while the overall design was modernised to project professionalism and credibility. By aligning the website’s structure with The Client’s core value propositions, we sought to create a seamless user experience that not only informed visitors but also guided them towards meaningful engagement and conversion.
While the revamped website established a solid foundation, we recognised the need for a broader, sustained approach to drive growth. With The Client’s budget limitations in mind, we opted against large-scale campaigns in favour of a focused thought leadership strategy, positioning them as a trusted authority in the Digital Identity and KYC landscape.
Thought leadership became the centrepiece of our marketing initiatives. We devised a comprehensive content strategy featuring long-form and short-form content tailored to industry and regulatory dynamics.
We developed articles and blogs addressing key topics such as regulatory compliance, emerging trends in digital identity, and innovative KYC processes. This high-value content was crafted to address audience pain points, reinforcing The Client’s expertise and forward-thinking approach.
To maximise reach, we utilised multiple channels, including email marketing and LinkedIn. Email campaigns highlighted fresh blogs, industry insights, and articles, directing traffic to The Client’s website.
On LinkedIn, we balanced valuable thought leadership content with engaging festive posts and timely updates, fostering audience interaction and brand awareness. This multi-channel approach ensured consistent engagement and strengthened The Client’s thought leadership position.
Visual content also played a key role in simplifying complex solutions and enhancing engagement. Concept videos were introduced to demystify intricate processes. A standout example was the ‘IVR KYC’ video, which offered a step-by-step breakdown of Interactive Voice Response KYC, making it easier for prospective clients to grasp the technology’s benefits and efficiency.
Impact
The results were transformative. Thought leadership blogs emerged as a primary lead-generation driver, contributing to over 50% of The Client’s new business leads.
Email campaigns experienced a notable increase in click-through rates, leading to direct responses and client interactions. LinkedIn engagement saw significant growth, boosting interactions and follower counts. The revamped website evolved into a hub for quality leads, driving increased traffic and enhancing conversions.
Ultimately, our holistic marketing strategy not only addressed The Client’s initial challenges but also established a foundation for sustained growth and leadership. By leveraging thought leadership, strategic content creation, and an enhanced website experience, we unlocked new opportunities, reinforcing The Client’s commanding presence in the Digital Identity Solutions arena.