‘SEOcial’ Strategy: How Bringing the Power of Search to Social Media Grew Business +45%

TESTIMONIAL

“Wolfgang’s innovative strategy smartly read the minds of our customers to understand what they are looking for so that our marketing could reflect their demand. We are super happy with the results as we were able to hit our ambitious targets.”

Gerard Moran, BodySlims CEO

WOLFGANG DIGEST

The BodySlims brand has been growing rapidly, raising inevitable questions common in the weight loss industry: “Is this really legit?”. We tackled these questions head-on with an innovative ‘SEOcial’ strategy across TikTok & Google to successfully build trust and further accelerate business growth.

CHANNELS

SEO-Content, Social, Creative, PPC

BUSINESS GROWTH

Revenue +45% YoY

THE CHALLENGE

As BodySlims' popularity grew, so did searches like 'BodySlims negative reviews' from potential customers doing their due diligence.

Despite TikTok's secretive content ranking process, we aimed to rank our content for relevant searches there, requiring extensive testing to decipher the algorithm. Additionally, we sought the best methods to promote our ‘SEOcial’ content across our paid channels to meet our growth KPIs.

OUR STRATEGY

Organic Strategy:

Our testing of the TikTok algorithm revealed that content quality, keyword usage, hashtags, and profile authority significantly influence ranking, with the FYP (for-you-page) picking up content that’s relevant to a user’s interests.

Our Social and Search teams devised a strategy to leverage SEO tactics, hacking the TikTok algorithm to produce trustworthy video content. By aligning our SEO blog calendar with our 'SEOcial' strategy, we maximised keyword coverage and created an integrated user journey, enhancing organic visibility.

Paid Strategy:

We promoted ‘SEOcial’ content across TikTok, Meta & Google Ads to drive bookings. Using machine learning campaigns fueled by BodySlims’ CRM data, we matched relevant content with high-propensity users who hadn’t even made a search yet… A data-driven Crystal Ball!

INNOVATION USED

1. The ‘SEOcial’ production process

A content strategy like this requires streamlined video production. We adopted TikTok’s “make TikToks, not ads” slogan and kept content low-budget and authentic. Leveraging TikTok’s Trend tool we ensured content we made was hyper-relevant and aligned with current user interests.

Our content incorporated targeted keywords in the opening title and they were audibly mentioned in the video. This assisted TikTok’s algorithm to match our content with the keyword.

2. Machine Learning Integration

Building on search insights, we introduced our 'SEOcial' content to machine learning campaigns (e.g., Google Ads’ Performance Max, Meta’s Advantage+, TikTok’s Smart Campaigns)

We instructed these campaigns to use CRM data to ensure content reached the right audience, significantly reducing CPAs and boosting revenue.

This strategy underscores the growing significance of creative content in an AI-centric digital marketing landscape.

BUSINESS GROWTH

Our 'SEOcial' breakthrough and strategic use of machine learning for content promotion led to significant achievements:

Revenue +45% YoY
SEO optimisation on TikTok propelled organic video views +775%, with top posts ranking on both TikTok and Google SERPs.
Brand searches and Brand PPC campaign bookings soared by 41% and 68%, respectively, reflecting enhanced user trust and conversion readiness.
Social drove 33% of all programme bookings.