Boardable, a board management platform, engaged BLASTmedia to help increase awareness and credibility among non-profit organizations. The SaaS company had already established a lead-generation strategy focused on social, content and paid media, but understood that media relations had the potential to support those efforts, by increasing website traffic and marketing qualified leads (MQLs).
Despite an established lead-generation strategy, Boardable found that their messaging wasn’t reaching or fully resonating with non-profit organizations, and they were not seeing prospects take action. Through research for product-market fit, the SaaS company knew that its messaging was on target, but it needed a media relations and thought leadership strategy to act as the vehicle for message delivery and distribution in a more meaningful way
With the goals of increasing awareness, credibility and website traffic, BLASTmedia employed a number of PR strategies — including media relations, thought leadership and content creation. Tactics included:
- Researching press contacts and developing target media lists that could support vertical outreach, including outlets covering technology, nonprofit and general business
- Reviewing existing Boardable content, including blog posts, to identify pieces that could be used in media outreach to position Boardable and the company’s CEO as a thought leader in the non-profit board management space, as well as speak to the concept of “board engagement”
- Pitching commentary and contributed content from thought leaders about trending industry topics, issues and best practices — including the benefits of “board engagement” vs. “board management” — to build credibility and, when possible, secure links to the Boardable website
Developing announcements and making media outreach with press releases, including the promotion of Boardable’s most recent funding round.
In three months of working with BLASTmedia, Boardable received over 40 pieces of media coverage, which yielded measurable business value:
- Organic traffic to Boardable’s website — driven by branded keywords and target keywords like “board engagement” — increased by 80% from the quarter before Boardable began working with BLASTmedia to the quarter after the relationship started
- Direct traffic to Boardable’s website increased 45% from the quarter before Boardable began working with BLASTmedia to the quarter after the relationship started, an indicator of increased brand awareness
- Inbound free trials, considered MQLs for Boardable, increased 43% from the quarter before Boardable began working with BLASTmedia to the quarter after the relationship started