PUBLISHED: May 26, 2022

Customer-Focused Content Rewards Creatopy with 60% Drop in Churn Rate

Hazel Kamath
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In this era when visual content is being used as a powerful tool to grab attention and increase audience engagement, platforms like Creatopy are delivering a well-crafted creative experience for communicators and teams.

Creatopy is a visual production platform that enables enterprises and teams to customize, automate, and scale ad production and delivery. The efficient and intuitive ad design automation platform allows users to design effective creative elements for their brand, thus reducing the time spent on ad production. 

With its mission to optimize the ad production process and a customer-centric mindset, Creatopy is revolutionizing design for digital advertising professionals. 

As part of our SaaS Leader Interview Series, we got talking to Bernadett Kovacs-Dioszegi who is the Head of Marketing at Creatopy. Bernadett has been spearheading the marketing team with an integrated strategy that helps them supersede their business goals. 

In this interview, she shares her SaaS journey and throws light on how content marketing helped them steer their brand towards success. 

Creatopy’s Success Highlights

  • Creatopy’s promotional strategy focuses on increasing rankings for the landing pages, trials, and conversions. 
  • Sharing value-adding content has helped them reduce their churn rate. It is also contributing to improved signups to conversions. 
  • Their content strategy centers around user intent and mixes landing pages, blog guides, articles, and videos oriented toward SEO to rank high for the keywords they target. 
  • Creatopy actively listens to its customers and continuously adapts to their changing needs. Their user intent-based content allows them to convert leads into paid subscribers over time. 

Thank you, Bernadett for taking the time to talk about your professional journey and Creatopy’s brand story. Our audience is eager to learn more! 

Could you share how it all started and your expertise?

I am a curious and passionate marketer who stays on top of the trends and changes in this ever-evolving industry with 10+ years of experience, and a background in paid advertising. One of the most crucial characteristics of a job is its ability to last. And this is exactly what I get from digital marketing. 

As long as consumers spend time on the internet, digital marketing will always play an essential role. Just consider the amount of money spent worldwide on digital advertising, this is a clear sign of the prosperity of digital marketing. 

But what I most like about this industry is that I am always challenged and I don’t have the opportunity to get bored. Social media trends are always changing, not to think about the regular updates of Google’s algorithm. The key to success is to adapt and adjust your strategy.

Tell us about Creatopy and how it impacts your customers.

Creatopy’s story started in 2021, when the ambitious team that developed Bannersnack, the original banner maker, decided to launch a new product for the advertising industry – an ad design automation platform aiming to revolutionize design for digital advertising professionals.  

Our mission here at Creatopy is to help businesses become highly efficient by decreasing the time they spend on ad production in their end-to-end workflow.

Our product is driven by the mantra of creative empowerment, which translates into developing an efficient and intuitive platform to serve the creative and collaborative needs of communicators and teams of all sizes.

Throughout the time when developing our former product, we discovered that there are a lot of opportunities when it comes to the way digital advertising is produced: creative teams are in need to create and deliver high-impact designs very quickly; they also have to make massive numbers of designs in various formats, variations, and sizes, and usually, one of the biggest pain points is the fact that collaborations are problematic due to endless email threads.

This is where Creatopy comes in to save the day: featuring advanced automation and customization capabilities and an ever-growing library of templates and original visual elements, our platform offers you the tools to spark your creative journey and keep your visual content organized always on-brand.

Creatopy was built with a customer-centric mindset, and one thing that our customers appreciate is that we actively listen. We continuously adapt the platform and its tools to fit customer needs better, so anyone can unleash their creativity, from seasoned designers to a beginner. 

The platform is not only universal in terms of tools; it also offers various export and advertising options, allowing customers to save time by creating ads for social media and ad networks simultaneously.

What’s been your strategy when promoting Creatopy? 

When it comes to our actions of promoting Creatopy, this year, the focus is on our landing pages, website structure improvements, blog guides, and informational videos.

A successful strategy for us means increasing rankings for the landing pages, trials, and conversions.

It also attracts potential customers through the website, blog, and informational videos and converts them into paid subscribers over time.

The signups number has remained almost unchanged from our first product. However, the most significant difference is in the churn rate, which is now lower than when we first launched Creatopy. 

In the first few months, the churn was between 12-15%, and in the last few months, due to all our efforts, we managed to lower it to 5-6%. This major difference was because, at first, we didn’t have a strategy 100% personalized for our new audience, but then we started to work on that, and the results started to show. And that’s mainly through the content that was created based on our audience’s needs.

We do track signups to conversions.

Our long-term goal is to increase the number of signups by maintaining a similar churn rate. To achieve this goal, we are constantly improving the quality of our content, including subjects that are interesting and valuable for our target audience.

Our funnel attracts the users to the homepage, dedicated SEO landing pages, and blog articles from which they can continue the signup process. The users take the following steps: Google click -> CTA click on a page -> Sign Up -> Email verification -> qualification -> start the trial. Our users take around five steps to start a trial, but we are refining the user flow.

How do content marketing and SEO fit in Creatopy’s overall brand strategy?

Our content strategy mixes landing pages, blog guides, articles, and videos oriented toward SEO to rank high for the keywords that we target on user intent. The strategy focuses on improving the content on the website’s SEO targeted pages as the main activity, creating guides on the blog and informational youtube videos. These actions are also backed by link-building campaigns and social media distribution support.

After the rebranding, we concentrated on targeting more convertible users focusing on lower volume keywords. This approach was a shift from the old strategy that attracted low converting users that landed on the website from high volume keywords.

We have in-house content and link-building teams, but we also externalize a part of the link-building campaigns to agencies.

We measure our efforts by tracking the ranking positions, traffic, user engagement, and the number of trial users that come from our channel.

Some of the tools we use can be found in every marketer’s toolbox, and to name a few; I’d start with Google Analytics, GSC, SE Ranking, Ahrefs, Screaming Frog, or Semrush.

What’s your link-building strategy been like?

An in-house team handles our link-building initiatives. What works best for us is a mix of building links to content pages/high-funnel pages and specific target pages/mid- or bottom-funnel pages. 

To reach our goals, we employ a variety of techniques, including but not limited to content marketing for links, requests to get featured on resource pages or in industry listicles, responding to requests for information from journalists and bloggers, guest posting, link exchanges, and expert roundups.

We found that content-led link-building is the most effective for getting links from high-quality industry websites, as it is mutually beneficial.

Coming up with ideas for content can be challenging, but the results are rewarding.

We also started working with link-building agencies to supplement our in-house efforts.

The tools we use the most for measuring link-building success are Ahrefs and SE Ranking. Relevancy plays a big part in how we evaluate our backlinks.

Is there any piece of content that you own (ebook/ whitepaper/ podcast) you’d like to tell us about? 

I don’t own any personal projects. However, there are several debates regarding having a second job or project while working full time; I firmly believe that if you want to be successful at your job, you should focus on that and give yourself time to recharge. Otherwise, your performance may suffer sooner or later, and you might burn out.

I develop my skills by reading books related to the industry I’m working in, by attending webinars, and other events focused on digital marketing, and I do these activities after or before working hours, but I always take care to maintain a healthy work-life balance. I consider myself lucky because I am passionate about digital marketing and all those learned skills I can apply at work. 

At Creatopy, I am surrounded by talented, ambitious people who also do their best in the interest of the company’s success. We are working to deliver valuable content for our audience, so I have to mention two of our favorite projects: our case study creation and webinar production. The main topic of the last episode of our webinar series was LinkedIn Advertising. 

Those who registered had the opportunity to learn more about how to accelerate their company’s growth using various strategies on LinkedIn.

Any advice you’d like to give to marketing professionals, especially in the SaaS domain?

The SaaS market is growing by an average of 18% each year. The majority of the businesses, small and large ones, are using at least one SaaS solution. They love these solutions because of their benefits. 

By choosing a SaaS solution, businesses can save a lot of money, such as license fees. Choosing to buy a subscription for a service it’s more flexible, affordable, and less risky. 

Many marketers in the SaaS business are wondering how to attract more customers and what strategy they can apply to increase revenue.

If you are working in SaaS and are pretty convinced that you have a quality product, it’s always a good idea to offer a free trial to your prospects. This way, you can generate more leads. 

But it would help if you never forgot to have a nurturing strategy to guide and accelerate the prospect’s evolution from stage to stage. Here is the part where content marketing and SaaS go together. Understand and listen to your customer data to notice trends in the buying journey. 

Every sales funnel has four major stages: awareness, interest, decision, and action. Try to create a specific, personalized content marketing strategy for every funnel stage to convince your users to convert. It would help if you always thought about your target audience. 

Always ask yourself three critical questions: who exactly you are talking to, their main pain points, and how you can help them. The goal is to make your audience feel involved, to recognize and relate to the issue you are talking about. You should solve their exact, personally relevant challenges and problems; this is the only way they will feel your message is only for them.

Like most SaaS businesses, we have two main objectives: acquiring new customers and maximizing our revenue and lifetime value. The most important sales metrics that every SaaS business should track are: lead velocity rate (LVR), conversion rate, monthly recurring revenue, customer lifetime value (LTV), cumulative cohort revenue (CCR), customer churn rate, lead to close rate, and customer acquisition cost.

To have a healthy and profitable business, you need to know precisely the sales and marketing expenses required to acquire new customers (CAC) and the average revenue you make from a customer (LTV). 

Calculating the customer lifetime value will help you determine whether you are spending too much on customer acquisition. The optimal LTV: CAC ratio is 3:1. If you want to predict future revenues and growth, it’s essential to track the lead velocity rate, which quantifies your business growth in terms of leads.

SaaSy Tidbits from Bernadett

  • SaaS reports 18% growth every year with every business using at least one SaaS product. In such a scenario, marketers should sell benefits because customers are either looking to save money or improve business performance. 
  • SaaS marketers should understand the importance of Freemium if they have a quality product to offer to their customers. This will help them generate more leads. 
  • In the SaaS world, it’s important to listen to your customer data to notice trends in the buying journey. This will help in building a personalized content marketing strategy for every stage, thus fetching more conversions. 
  • SaaS marketers should ask three critical questions – 
    • Who you are talking to? 
    • What are their pain points?
    • How you can help them? 

Your content should answer these questions. This will make the audience feel involved and relate to the issue that’s being discussed.

By targeting user intent and leveraging a content-led link-building strategy, Creatopy boosted its signups and conversions. Having worked with multiple SaaS businesses globally, our SaaS content marketing agency understands the significance of sharing value-adding content. After all, active listening and solving their issues never go out of style, especially in an ever-evolving domain like SaaS.

If you want to know more about their journey, we recommend connecting with Bernadett on LinkedIn. Alternatively, you can check out their website to know more about their platform and how it helps businesses optimize their ad production process.

Hazel Kamath

Hazel Kamath is a Senior Content Writer and Strategist at Growfusely – a SaaS content marketing agency specializing in content and data-driven SEO.

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