A Weber is an email marketing platform focuses on small and mediumsized businesses. Their primary competition includes wellestablished legacy platforms like ConstantContact and VerticalResponse as well as relatively new, wellfunded providers such as MailChimp.
AWeber was looking for a promotional strategy that could accomplish:
- Getting the AWeber brand placed in top publications across the web.
- Position them to be more competitive in the organic search marketplace.
Our team developed a plan to build a research piece on how teens communication through digital channels.
We first created a survey and collected responses from highschool aged students who rely primarily on digital channels (text, email, social media, etc.) to communicate with each other. Once the responses were gathered, we published the research on the AWeber blog in the form of an infographic:
After publishing, we pitched the story and graphic to target publications with the goal of landing placement, amplifying the AWeber brand and research.
At its peak, our story was featured or mentioned in 90+ different publications including:
Beyond our initial outreach push for coverage, we found that this research piece continued to pick up placements well into a year after publication.
These efforts directly contributed to moving AWeber into more competitive search positioning, driving new users through organic search.