Increasing touchpoints towards potential customers via content
JANDI
Dable is a user discovery platform that draws clicks from many potential customers through content and finds potential customers based on users’ click data.
Using content has always been important for Jani to expand touchpoints and attract potential customers, especially with the nature of the B2B industry where the audience pool size is relatively small. They were able to promote its brand through Dable, the #1 Native Ad platform, and ultimately accelerate business growth.
Kim Dohwa | Marketing Team, Toss Lab
Challenge
Promoting B2B services
through content
JANDI proactively reached out to potential customers through official blogs and talking about the benefits of their services via credible news publishers. In particular, JANDI’s online blog, which has cases on how customers were able to benefit from JANDI’s services and content on smart-working trends, is considered a B2B marketing success case. However, with the nature of the B2B industry where the audience pool size is relatively small, there were certain limits to the extent to which they could reach out to potential customers with their content to increase brand awareness. Due to its characteristics as a content-type native advertising platform with over 2,000 publishers on their network, JANDI decided that Dable was the best solution for expanding content coverage.
Solution
Successful customer cases and the utilization of industry trends
In order to promote their B2B services to potential customers, JANDI decided to distribute 2 types of content from their blog: ‘Client Success Case’ and ‘Smart-work Trends’. For their Client Success Cases, actual customers’ success stories alongside content related to the benefits of JANDI’s services (in the form of tips and know-hows) were published in order to induce clicks from potential customers interested in collaborative tools. As for ‘Smartwork Trends’, JANDI posted useful information on changes in working conditions in the COVID-19 era and used this as ad content. This allowed JANDI to provide useful insight for their potential customers, whilst naturally bringing JANDI’s brand into recognition. In addition, JANDI enhanced their technical credibility by utilizing interviews and articles written about them by credible media sources as ad content.
Results
Increased blog traffic and higher dwell time
JANDI’s online blog traffic increased by 20% after working with Dable as a content advertising partner.
They also found that users who accessed the blog through Dable showed a relatively higher dwell time within the blog.
20%
blog traffic increased by 20%