Since 2020, DUO has been working with Telviva – a South African market leader in cloud-based business communications – to strengthen the company’s brand and credibility. Over the years, DUO has provided a full-service solution that has included public relations, traditional and digital marketing, website management and maintenance, SEO, banner and search ads, advertorials, digital advertising with online publishers, social media, blogs, case studies and more to drive business growth.
After having helped consolidate multiple telco brands into a single Telviva brand, the focus shifted to positioning the company as a thought leader in the field of cloud-based unified communications as a service (UCaaS) and contact centre as a service (CCaaS) platforms in South Africa.
Marketing and branding
In order to support Telviva’s participation at Channel Live, the UK’s largest ICT Channel event, DUO assisted with the design of the display graphics at the company’s exhibition stand.
PR
Over the course of the year, the development of 13 articles resulted in 89 secured pieces of coverage across business and technology media, with primary themes including contact centre, business communications, critical communications, and communications trends amongst others.
Key drivers of media coverage included thought-leadership, case studies, press releases, media features, industry reports, and product reviews. Coverage was secured in publications such as IOL, ITWeb, TechCentral, Business Brief and others. There was also an interview secured for the Telviva CEO with RSG Geldsake’s Tinus de Jager.
Case Studies
In addition to thought-leadership and product-related content, case studies were also developed following interviews with customers, helping strengthen brand credibility and demonstrate a track record of success. These case studies were promoted across a variety of mediums, including being published to the company website, used for organic and paid social media, and in advertorials that included tracked links and direct calls to action in order to drive referral website traffic and potential leads.
Advertorials
Content developed for public relations was also modified to include a call to action with tracked links for use as part of advertorials to secure broader reach and drive referral website traffic.
In all, 13 articles were modified and used as advertorials on platforms such as Business Day, Daily Maverick, ITWeb and TechCentral. These advertorials helped drive over 260 users to the company website, with a high 67% engagement rate and spending an average of 1 minute and 9 seconds per engaged session.
Blogs
In order to maximise the limited time of company executives, content sessions were used to develop both PR and blog content. As opposed to PR, which had to focus on broader industry thought-leadership, blogs crafted were able to give more prominence to the company’s offerings, and link back to relevant product or service pages and case studies, as well as include a strong call to action. In addition, the blogs helped bolster organic search rankings for the brand through the inclusion of relevant keywords and other SEO optimisations. In all, a total of 12 blogs were developed over the year.
Webinars
Two webinars were carried out over the course of the year, both of which attracted a high-quality audience, saw a high number of registrants attending the webinars, and recorded very few drop-offs during the live discussions. The webinars, which focused on customer experience, were promoted to the Telviva customer base through email newsletters, and externally through organic and paid LinkedIn campaigns, as well as banner advertising with select online publishers – all of which directed traffic to landing pages dedicated to each webinar.
Social media
LinkedIn was the primary focus of social media activities, though Telviva also maintains a smaller presence on Facebook. Over the year, there were 177 posts published to the company’s LinkedIn page, as well as 30 highly-targeted advertising campaigns, generating over 825,000 impressions of page content, placing the brand in front of highly relevant audiences.
This helped grow the page by 17%, with followers including senior decision makers (Owners, directors, VPs and CxOs comprising 17% of the page audience) and influencers (8% at manager level) from within relevant industries and company sizes.
High performing paid campaigns were those that primarily provided advice to businesses: using Direct Routing for MS Teams, using WhatsApp for Business, and how to enable successful customer experiences.
Graphic design
Building on the visual language that was created for the Telviva brand by DUO themed around synchronicity, our creative department created the designs for the website, digital advertising, social media, newsletters and marketing collateral to bring life to imagery and avoid the typical stock image photography.
Digital advertising
DUO helped secure banner advertising placements with over 180,000 impressions achieved in prominent online business and technology news publishers including Business Day, Daily Maverick, TechCentral and Business24. Banner advertising helped drive over 850 users to the website, with engagement rates reaching up to 19%.
In addition to standard banner advertising, DUO also carried out social display advertising with Business24, where the adverts used are social media posts (primarily from LinkedIn). Users are redirected to a relevant web page rather than the social media platform when clicking on the advertisements. These campaigns helped drive over 1,100 users to the company website with a 34% engagement rate.
Newsletters
The company has distributed newsletters to its customer base to enable marketing communications at scale, and DUO assisted with the creation of templates and custom newsletters. This included newsletters to local customers, inviting them to register for customer experience-focused webinars, as well as a mailer sent to potential international partners that highlighted the benefits of reselling Telviva One. These newsletters are used for client notices too.
Websites
DUO had initially assisted in the development of two new websites for the brand (one aimed at business customers in the South African market and a second aimed at telco resellers internationally). Modern websites are not meant to be static; in addition to the regular publishing of blogs and case study content, changes have been continually made to ensure that the websites accurately reflect the brand and its products and services. This included the creation of additional web pages to highlight new product features.
Highlights
Key highlights include a nearly 20% increase in media coverage when compared to the previous year, with tier-1 placement in IOL and Cape Times, consistent LinkedIn campaigning throughout the year to maintain brand visibility among high-value audiences, and successfully hosting two well-attended webinars.
“Working with DUO Marketing has been a fundamental shift for Telviva’s marketing efforts. Their team is incredibly knowledgeable about the latest marketing trends and insights, and they are a pleasure to work with. We highly recommend them to any business looking for an excellent outsourced marketing team.”
Clara Wicht, Head of Product Development, Telviva.
If you’d like to chat with a partner who can help differentiate your brand to your target market, strengthen awareness and credibility, and drive traffic to your owned platforms, contact us today.
