COMPLETE REBRAND + NEW INBOUND MARKETING STRATEGY POSITIONS OUTDATED FINTECH BRAND AS A MODERN ONLINE LEADER
WHY THEY CAME TO US
Pearl Capital, a merchant cash advance product for ISOs, reached out to First Page to market its emerging direct-to-consumer loan product, Sky Bridge Business Funding. The CEO of Pearl Capital envisioned a content-generating brand that could be the business version of the personal finance site Credit Karma and offer a suite of consumer FinTech products, including a business loan product and more.
OUR 6 MONTH RESULTS
WHAT WE DID:
After evaluating the position of Sky Bridge Business Funding in the market, we realized three things that changed the trajectory of our project:
There were already a number of brands named ‘Sky Bridge’ with the same bridge logo, and many were holding the top-ranked positions on Google.
One of the top-ranked companies was a financial company named Sky Bridge whose founder was associated with the 45th president and had some controversial press and search mentions.
Sky Bridge Business Funding’s URL had a low domain authority, traffic and keywords, so building a new, branded website from scratch would require the same amount of effort as trying to grow Sky Bridge’s organic traffic and revenue.
First Page presented the above to Pearl Capital’s founder and recommended a different project: a complete rebrand, a new content-generating website and an inbound marketing plan that would grow domain authority, keywords, traffic and leads for Sky Bridge’s loan product.
We started off by having our Brand Expert research new brand names and available matching URLs that would be
perfect for a FinTech site that targets business owners wanting to grow their business. We wanted the name and brand to feel modern and not stodgy and outdated like most FinTech brands. We chose Revenued as our new brand name and URL, and then we brought in a Design Expert to build a modern, bright color palette and logo. We ended up with a fresh approach to financial advice with a brand that stood out from the rest. The best part: all the branding elements we built conveyed the idea of growth — financial growth.
From there, we built out Revenued’s mission, vision, values and voice/tone guide to focus on conveying financial growth. We also created a target persona for Revenued’s consumer. All of this laid the groundwork for a brand that was clear in what they stood for and who they were reaching and why.
Our mission is to simplify the complexity of managing small business finances, so small business owners take home more of their revenue, and empower owners to succeed through tools that provide radical transparency.
INBOUND STRATEGY + WEBSITE DESIGN
With our brand visuals and messaging in place, we built an inbound marketing strategy focused on content and SEO and then designed a website that would deliver this content in a smart, easy-to-navigate way. It was important to start with Revenued’s inbound marketing strategy first because that informed the website navigation, technical SEO and all pages on the site.
From there, we began Revenued’s website development in a three-phased approach. The first phase built the bones of the website and soft-launched the brand out into the world.
Within six months, we had completely rebranded their outdated FinTech brand into something fresh, modern and built for inbound marketing success. Revenued was positioned to be what didn’t already exist on the web: a modern content site dedicated to educating business owners on business finance topics.
With the website launched, we were ready to start building domain authority, organic search and leads. We kicked off a second and third phase of website development that layered on content landing pages, articles and content tools to help the site quickly grow keywords and traffic in Google. Our content strategy focused on two things:
Creating content for the foundational content pillars of Cash Flow, Business Credit, Business Banking, Business Loans, Business Finance and Business Revenue
Creating content for “low-hanging fruit” that would help us rank quickly to build brand authority and traffic from zero to infinity and beyond
A couple of smart content decisions we started with were:
Building a “best business credit cards” tool because it targeted a high-volume, long-tail keyword and qualified traffic for a business credit card product that the Revenued team was going to launch in conjunction with their business loan product
Writing articles reviewing new finance products that didn’t already have a saturated amount of content on the web. One of these pieces of content was a review of Azlo, a new banking product (at the time) from BBVA. To this day, this article remains the #1 ranked landing page on the site and the #1 keyword driver.
“When it came to building a brand from scratch, we weren't even sure where to begin. The First Page team made everything from selecting a brand name and logo to building out an entire site that's packed with SEO simple. Jeanna was on top of the content research and production process allowing us to see the site grow with little stress. Thank you First Page!"
Marketing Manager at Pearl Capital Business Funding, LLC
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