About the Company
SquadTrip, a B2B SaaS venture-capitalist-backed platform founded by passionate travelers Darrien Watson and Stevon Judd, empowers small travel and tour operators by streamlining group trip management. The platform offers an all-in-one solution for creating trips, managing bookings, collecting payments, and marketing, making it easier for organizers to focus on crafting unforgettable travel experiences.
Challenges
SquadTrip was facing several key challenges that hindered its ability to effectively reach and convert its target audience:
Low Authority and Organic Traffic: Despite having a solid platform, SquadTrip struggled with low domain authority and minimal organic traffic. Their content wasn’t optimized for search engines, leading to poor visibility in search results.
No Data-Driven Decision-Making: Without proper data to back their content and SEO strategies, SquadTrip was essentially flying blind. This lack of insights made it difficult to refine their approach and measure the effectiveness of their efforts.
Unstructured Content Creation Processes: There was a significant gap in content creation processes and workflows. The existing content lacked focus and consistency, and there was no clear strategy guiding the creation and distribution of content.
Diverse User Personas with Unique Needs: SquadTrip’s target audience included various user personas such as tour planners, destination wedding organizers, bachelor party coordinators, and group ski trip planners. Each of these groups had distinct pain points, but the content was too broad and failed to resonate with any specific persona.
Zero Sign-ups from SEO: One of the most pressing issues was that no sign-ups could be directly attributed to their SEO efforts. This was a clear indication that their content was not effectively driving conversions.
Lack of a Strategic Approach: The content was not based on any user journey or strategic planning, making it difficult to engage potential users and guide them through the sales funnel.
These challenges highlighted the need for a more structured, data-driven, and persona-oriented content strategy to enhance SquadTrip’s online presence and drive meaningful results.
Here’s what Darrien has to say about partnering up with me: “GoConvert’s approach to content marketing has opened new opportunities that we hadn’t considered before. With organic sign-ups consistently increasing each month, we are seeing a consistent increase in our bottom line and happy with our SaaS’s growth.”– Darrien Watson
Solution
To tackle the challenges SquadTrip faced, I implemented a comprehensive strategy focused on deep research, strategic content creation, and process optimization.
Here’s how I approached it:
Highlights
Conducted Research Interviews: I started by conducting in-depth interviews with SquadTrip’s best customers, as well as the sales and support teams. This allowed me to gain unique insights into their ideal customer profiles and the key pain points that needed addressing.
Defined the Content Strategy: I identified the critical keywords SquadTrip needed to rank for, scoring these based on opportunity and prioritizing them accordingly. This ensured that the content I created would be highly relevant and impactful.
Created Topic Expert Content: I wrote expert-level content around the targeted keywords. This content was designed to establish SquadTrip as an authority in the group travel space while resonating with their diverse user personas.
Established Efficient Processes: I implemented streamlined content creation processes and workflows that required minimal effort from the SquadTrip team, allowing them to focus on what they do best—creating unforgettable travel experiences.
Crafted Short and Long-Term Strategies: I developed a dual strategy—a short-term plan to boost traffic and authority, and a long-term plan aimed at driving conversions. This approach ensured that SquadTrip could see immediate results while setting the stage for sustained growth.
The Complete Process
I began by clearly defining SquadTrip’s best customers based on several criteria:
- Who are the customers that pay the most?
- Who are the customers that stay with you the longest?
- Who are the customers you love working with?
- Who are the customers with a high need for the product or service?
By conducting product research interviews with the SquadTrip team, I gained a deep understanding of the platform’s unique value propositions and differentiators. These insights were crucial for crafting content that not only attracted visitors but also converted them into loyal users.
I also conducted pain point research interviews with customer-facing team members to uncover:
- The biggest pain points SquadTrip solves.
- The specific features that address these pain points.
Armed with these insights, I conducted a thorough analysis of SquadTrip’s website, SEO performance, and their main competitors in organic search. This informed my 3-month content strategy, which focused on increasing organic traffic and domain authority through top-of-funnel (TOFU) content targeting high-volume, low-competition keywords.
Within the first 3 months, I saw significant improvements in traffic and authority. Building on this momentum, I refined my strategy to focus more on mid- and bottom-funnel content around high-intent keywords, creating a robust lead channel for SquadTrip.
Following our strategy led to a continuous increase in traffic, and I began to see conversions rise rapidly. I then strategically pushed high-performing bottom-funnel content through backlinks to further boost visibility and drive even more conversions.
This comprehensive approach not only resolved the initial challenges but also set SquadTrip on a path of sustained growth and success.
The Results
Above all, we transformed a previously underutilized channel into SquadTrip’s #1 source for customer acquisition. Today, we remain at the forefront, continuously driving growth and helping SquadTrip achieve even greater success.
Impressions compared to when we started in Feb 2024
From 500 impressions to more than 2000 impressions per day.
Clicks compared to when we started in Feb 2024
From 23 clicks to 145 clicks per day.
Increased Sign-ups
- 0 Sign-ups till February 2024
- 270 Sign-ups from Feb to August 2024 at an average of 45 sign-ups per month
