Launch Strategic Partnership and App Integration
- Inbal Kochmeister
- Aug 1, 2022
- 4 min read
Updated: Mar 7
My first project at Wix was to plan and execute a launch for a new app in the Wix App market.
The integration with Deepcrawl (today called Lumar) provides Wix users with a tool for tech SEO audits in a lighter feature set, but also at a lower price.
We wanted to leverage this strategic partnership to improve the perception of Wix SEO by creating co-branded promotional assets.
In this post, I will describe this project and will cover:
Who is Deepcrawl?
Deepcrawl is a pioneering SaaS technical SEO platform that empowers the world’s leading brands to harness their full revenue potential through technical SEO.
Its cloud-based enterprise technologies help brands diagnose and fix technical and performance issues on their websites. The platform helps the user to generate increased profitability through improved organic search performance.
What is this project?
We wanted to communicate to relevant users the new App integration with Deepcrawl to increase its discoverability and encourage them to use it.
With this app, users can recognize potential tech SEO issues and fix them to have better SEO performance.
Why we did it?
We wanted our users to use advanced apps such as Deepcrawl to improve their SEO capabilities. It helped us build trust among our users since Deepcrawl has a great market perception.
How do Wix users benefit from it?
Get a high-level overview and quickly see areas for improvement and make sure that the site is technically healthy for SEO (broken pages, links to dead-ends, long titles, duplicate titles).
Get fast insights about trends and where issues exist to quickly take remedial action.
Informative guidance to boost the user’s knowledge of the relevant issues.
The launch
The launch was a combination of inbound communications for increasing awareness and installations of the app among relevant Wix users, and outbound communications to strengthen Wix's perception as a platform that constantly provides advanced tools and integration in the SEO domain.
As part of the launch, we created several assets within the Wix platform such as banners, News and Releases assets to offer relevant users to download the app. Although the app is available to all Wix users in the App Market, we assumed that not all of them will buy it and use it. The users that will use it are users who have a high intent to learn how to improve their website’s SEO. They already know the SEO basics and want to improve their website's traffic and ranking. Therefore, the target audience was existing users with high intent to use SEO tools: Users who have high traffic, Partners - professionals that provide marketing services to clients, also by using Wix SEO tools, and users who have high intent to use SEO tools.
More than 1M users were exposed to the partnership and almost 6000 installed the app within the first month.
To reach a strategic audience, partners who managed multiple sites, we conducted an education session for the account managers to educate them on the tool and how to sell it to Partners.
Moreover, we hosted a joint webinar featuring tech SEO experts from Wix and Deepcrawl on technical SEO, including a teaser of the app. The webinar was promoted by a campaign with inbound and outbound efforts including an email blast and banner for Wix users, paid ads, and social posts by Wix and Deepcrawl. We got almost 8,000 RSVPs for the webinar and had 1,693 attendees from 78 different countries.
A few months after, Deepcrawl hosted a webinar with our own Head of SEO
Communications at Wix, Crystal Carter on how to prioritize your SEO audit findings.
As part of the co-marketing efforts, we contributed a guest post for Deepcrawl's blog on What to Know Before Migrating Your Site written by an SEO team lead in Wix. This way we shared our expertise as a company in the SEO domain and build our authority with backlinks to the Wix site.
Another important pillar of the launch was the PR which announced the partnership. We got big coverage from well-known publications such as SEJ, Search Engine Land, Yahoo, and more.
We used our own media, Wix's and Deepcrawl's social channels to communicate the partnership and promote it to the SEO community. The community loved the partnership, and many published and retweeted our posts so the exposure was even broader. This way we got also earned media.
At the end of the launch, we succeeded to increase awareness of the new integration and got around 6,000 app installations within the first month. In addition, we got broad coverage from well-known publications, and the SEO community helped us to strengthen the perception of Wix in the SEO domain.
