The Brief

During our initial conversations, it was clear that My Business Lynq would benefit from an in-depth analysis of its website, content and social media. The main issue with the website was that it lacked information and content and didn’t make the most of a compelling proposition through a narrow user experience – it only had one core site page. Not only did this limit the user’s journey, but it also meant that this page had to work hard to inform, educate, engage with users and get them to register their interest in signing up to the platform.

My Business Lynq also had a social media presence – again very limited – but didn’t know how to use it. The team had recently set up two social media profiles on LinkedIn and Twitter before our conversations to increase its brand presence online, with a decision to focus on these two channels as they had minimal time to manage several social media profiles. There was a need for channel experts to provide advice on how to utilise them to grow their following, engage with their audiences and drive traffic to their website.

The Solution

Carrying out an analysis of the website, assessing the website’s performance and content, we gained a deeper understanding of the strengths and weaknesses of My Business Lynq. We looked at how My Business Lynq communicated with its audiences on the website through messaging, tone of voice and content hierarchy. After reviewing the website, we made a set of recommendations on how to improve the website’s content, increase engagement and encourage audiences to register their interest in My Business Lynq’s products.

Likewise, the social media analysis focused on reviewing LinkedIn and Twitter, looking at how to use these channels to increase visibility and engagement, grow followers and drive traffic to the website. We made a set of recommendations of what to include in bios, taglines and posts, and what type of groups and topical conversations to follow. We made suggestions on how My Business Lynq can keep its social media updated, incorporate images and videos into its posts, and use hashtags effectively.

As part of the digital marketing support we delivered for My Business Lynq, we developed a content-led strategy that would help make the proposition more relevant, relatable and accessible to its target audiences. The content strategy focused on increasing the visibility of the system, promoting pain-free buying and selling, educating audiences on the benefits of the business, and supporting them with building trust for the platform. Our six-month content strategy was designed to guide the team through creating compelling content and pages to benefit its audiences and increase its ranking position in search engines.

We also devised a social media strategy that focused on LinkedIn and provided recommendations for building visibility of the business and creating conversations with the target audiences.

The Challenge

My Business Lynq has three arms to its business, My Business Score, My Contracts Finder and Passport 2 Trade, each performing a unique function in the procurement journey. The main issue was that the current website didn’t explain clearly what these products were, their benefits and which audience they were designed for.

Also, My Business Lynq caters to two very different audiences – buyers and sellers. During our analysis, it was clear that it wasn’t obvious on the website how they served the two different audiences and which products were relevant to them. In our recommendations, we considered how to explain what each product entailed, educate users and better signpost the audience to the relevant products and get them to register their interest.

Likewise, the social media platforms had to talk to two different audiences from one profile. As a result, we created a set of recommendations and tips to help My Business Lynq speak to two different audiences from the same accounts.

The Results

As a result of our conversations, analysis and recommendations, we helped develop and grow the My Business Lynq brand. Based on our analysis, we created brand identities and colour schemes for each of the My Business Lynq products. A new website soon followed for which we created keyword-rich content for the top-level brand website, in addition to content for the product sites – My Business Score, My Contracts Finder and Passport 2 Trade. Each had a clear site map to ensure a smooth customer journey for each user group that would help educate and inform them about the benefits of My Business Lynq and the products and encourage them to sign up.