Cincopa

Cincopa is a multimedia content hosting service launched in 2006. Cincopa allows for ease upload, embedding, customization, organization and analysis of video / image content.

Industry: SaaS.
Uses services:

Marketing strategy

User experience research
Landing page Research and Development 
Analytics data consolidation and research
Marketing strategy development and optimization

SEO

Sitelinks guidance
Link signal consolidation
SEO plugin guidance
Sitemap guidance
Indexing consultation
Semantic Search guidance 
Knowledge Graphs

Content strategy

Blogging & Social networks content strategy

Cincopa is a well established services that drives >41% of its 300k monthly traffic from Organic Search. It has been ranked very high against most of its core keywords. 

A new selling proposition problem

Cincopa has introduced video hosting service yet have been continuously approaching the new service in the old marketing terms. So, the both Inbound Traffic and the Conversion Rate was relatively low. 
They fell frustrated about a lack of understanding of experience of users that would shop for their new service. So, they wanted to know specifically how to build landing pages that will appeal to certain types of users experience (UX). Also, they wanted to know what the marketing experience they can learn from their competitors. 

Fragmented Marketing Funnel 

Cincopa guys felt that may need to change the focus of their user engagement efforts as he/she would go down inside the marketing funnel. Their old marketing funnel appeared to be too fragmented and letting a little too many users out. So, they felt a need to develop a road map of how to engage users through educational resources, nurture them through their company culture and eventually convert them through a Free Trial (product tour).

Social Media not performing well


I have suggested that their Social Media pages’ content was little too biased toward design / layout topic. They may even have missed simple and real conversational posts, experience and life stories (because this is what makes the page a Community). My idea was that their pages did not feature the experience of your Community members or people who use their services.  

Free Trial Users vs Direct Buyers


Cincopa team made many tests in the past and tried different registration funnels and tactics. The original funnel was showing the users the free account, no trial, and they could use it until it's blocked and they were requested to purchase. I have suggested putting a free account as a separate pricing plan as well as giving pricing link more prominence on landing page as well as navigation routes.

International targeting problem


To provide a better understanding of your site’s content to Google I advise they marked up the regional versions of their site by hreflang tags. Hreflang will: Help the right country/language version of your cross-annotated pages appear in the correct versions of google.

Indexation of the site’s blog


Guys fell frustrated about the fact that Blog was slow to index. Yet, the blog CMS was deployed on a separate directory folder, which it treated as a Home page. So, it would redirect the Homepage ‘slug’ URL to the trailing slash URL sticking to the directory structure. It has had a bearing on your canonical URLs and overall internal links structure

Sitelinks from Organic Search


As the focus of marketing efforts changed to a newly launched service, Cincopa team wanted to suggest Sitelinks that were more adequate to their current strategy. So, they wanted to know factors counted in by Google Sitelinks Algorithms as well as how it can incorporate webmaster input.

Web reputation management


I have suggested that Cincopa shall be considering utilizing a Semantic Search potential that can both enhance their online reputation and increase the ‘inbound’ marketing effectiveness. Therefore, in the first instance I have created draft of compliant Wikipedia article and give it to them for edit (facts only). Also, I have updated their Freebase entity to include all necessary statements and data.

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