akoyaGO

Opportunity

akoyaGO is a software company providing an all-in-one Software as a Service (SaaS) solution for foundations and philanthropic organizations to manage relationships and fund accounting. With customizable solutions that can be fully integrated with existing systems, akoyaGO aims to be a strategic partner for nonprofits to increase their impact and achieve their missions.

Br8kthru collaborated with akoyaGO to conduct a Discovery + Strategy to analyze their marketing efforts and create a roadmap on how to rapidly develop and scale a foundational digital marketing ecosystem, then continue to use it to improve outcomes over time.

Discovery + Analysis

With over 40 years in the field, akoyaGO had a venerable SaaS solution to offer nonprofits, but the company wanted to establish a strong foundation in digital marketing to attract, engage, and convert users to their updated platform, leading to a Discovery + Strategy project with Br8kthru.

In the Discovery stage of a project, Br8kthru’s subject matter experts (SMEs) collaborate on collecting and analyzing a variety of data to better understand the Client’s existing marketing efforts, pain points, and areas for improvement. For this project, our internal team also collaborated closely with the leadership team at akoyaGO, participating in strategic planning sessions to ensure alignment between business goals and digital marketing tactics. For the Discovery + Strategy process, we focused primarily on the company’s website, content marketing, and search engine optimization (SEO) efforts.

We found akoyaGO had recently redone its website, providing a strong foundation from which to work, particularly for a small business. The company’s content marketing efforts in the past had been sparse, and previous SEO efforts were minimal. Our analysis found no major issues within akoyaGO’s digital ecosystem, but rather ample opportunities for growth and improvement.

Strategies + Tactics

Based on the Discovery, Br8kthru created a comprehensive digital marketing strategy that could be scaled, based on capacity and resourcing, giving akoyaGO the flexibility to take ownership of digital marketing.

The akoyaGO website had recently been updated, causing a significant increase in traffic over time. As a result, Br8kthru focused enhancements on the user experience, such as improving form fills. Changes like these that can be perceived as small can have a significant impact on conversions.

Other activities that could have significant impacts on akoyaGO’s marketing efforts were to create strategies for content marketing and SEO for cohesive, consistent improvements. For akoyaGO’s content marketing strategy, Br8kthru’s recommendations were to use content to build consistency, credibility, and SEO over time, and to conduct local, technical, and on-page updates as elements of a consistent SEO strategy.

Results

Between ongoing website improvements and content marketing, akoyaGO saw progress in organic keyword rankings, increasing the number of ranked organic keywords by 421%, and organic website traffic, increasing traffic by 594%. The company also saw a 128% increase in users to their website over the following year.

Our partnership resulted in an incremental path to sustainable growth through digital marketing, in a way that was feasible to the organization’s budget and team. By conducting a Discovery + Strategy, our team was able to understand akoyaGO’s current successes and areas of opportunity, which influenced our path forward and laid the foundation for strategic growth that continues to support akoyaGO’s expansion today.

Interested in making consistent progress toward your goals like akoyaGO? Consider a complimentary Digital Marketing Gap Audit for more information on your current activities and how to align them with industry best practices for more impact.