Samsung
I helped Samsung develop a brand positioning, messaging and content strategy that cut through the competition and connected with Public Safety first responders.
At a glance: B2B, Brand Messaging Strategy, Personas, User Journeys, SEO, Copywriting
The Challenge
As a late entrant to the Public Safety vertical, Samsung was having to play catchup against entrenched rivals like Apple, Panasonic and Motorola. And with only a single page on their website dedicated to products aimed at police departments, fire departments, and other first responders, they weren’t able to tailor their content or messaging to the needs of each distinct audience.
The Insight
With a portfolio of innovative solutions designed specifically for first responders, they were in a great position to disrupt the current fragmented market. After reviewing their current messaging and content structure, we could see that they needed a brand positioning and content strategy that could break through the noise by speaking to the unique needs of today's law enforcement, fire, and EMS agencies.
The Work
After an extensive research phase that included stakeholder interviews, secondary research, and a competitive brand analysis, I helped develop insight-driven personas and customer journeys to give Samsung a better understanding of their target audiences. Armed with our new positioning and customer insights as a guide, I audited their existing content for opportunities to integrate our new messaging, optimize existing content, and expand their digital footprint.
Strategy and audit in hand, I started by breaking out their vertical landing page into multiple sub-pages, each focusing on a specific product or audience. Instead of trying to address all audiences and needs on a single page, the new structure would allow them to tailor their message to more efficiently attract potential customers and lead them down the sales funnel. I then got to work creating unique, SEO-optimized content for each page based on our updated positioning, product focus, and audience insights.
The Results
While competitors were stuck pushing the same old durability and feature-focused messaging, we helped position Samsung as a true technology partner with a commitment to delivering innovative solutions, not just products. And we showed them how content could be used to effectively tie their product benefits to specific audience needs and concerns – which would help with targeting and improve their SEO performance.
After only a few months, Samsung saw a 270% increase in visitors to their Public Safety pages, with a 162% increase in traffic coming from search engines.