Later - SEO

B2C Growth

Later is a social media and influencer marketing management platform. During my tenure, I was responsible for driving Demand Generation across both product lines. Below is a screenshot highlighting an SEO improvement initiative I led, which focused on recovering traffic to some of our highest-performing blog pages.

We faced up to a 30% decline in overall SEO performance, with the majority of the drop—over 60%—coming from our top five blog pages. Upon investigation, we discovered that increased competition from new players and outdated content were key factors behind the traffic loss.

Outcome:
I implemented a “Fix SEO” roadmap to address the issue. While troubleshooting, we activated light paid social and paid search campaigns to mitigate potential revenue loss. Our team conducted thorough keyword research, identifying trending keywords and topics where we were losing search impression share. We updated the underperforming blog content and created complementary content targeting related keywords to strengthen our SERP presence. As a result, within six months, we achieved a 3% net increase in SEO traffic, successfully reversing the negative trend.

Later - ABM

At Later.com, I spearheaded an ABM strategy aimed at increasing enterprise adoption of our influencer marketing tool. The initiative focused on engaging large agencies and brand teams responsible for managing intricate, multi-channel influencer campaigns. Given the lengthy buying cycles and involvement of multiple decision-makers in these enterprises, I recognized the importance of delivering a tailored and highly personalized experience.

Working in close partnership with the sales team, we prioritized high-value accounts—specifically agencies with extensive influencer portfolios and brands executing large-scale campaigns. Leveraging third-party data and insights from our existing users, we identified and mapped key stakeholders within each account, including influencer marketing managers, social media directors, and procurement specialists.

Tactic: Customized Content & Exclusive Events
To engage stakeholders and demonstrate how our platform could address their unique needs, I developed tailored content and hosted exclusive events:

  1. Customized Content:
    I led the creation of industry-specific case studies, ROI reports, and workflow guides that showcased how Later.com’s influencer marketing tool streamlined campaign management and reporting. For example, we shared a case study showing how a global fashion brand reduced campaign execution time by 30% using our tool.

  2. Exclusive Executive Events:
    I organized invite-only virtual roundtables where enterprise prospects could interact with our leadership team and existing enterprise customers. These events fostered trust and allowed prospects to hear first-hand how our platform was solving industry pain points.

  3. Targeted Demos & Follow-Up:
    After these engagements, I worked with the sales team to deliver personalized demos tailored to each prospect’s influencer campaign workflow. We highlighted features like automated content scheduling, multi-platform reporting, and influencer relationship management.

  4. Targeted Ad Campaigns on LinkedIn Created audiences to target those high value account through advertising. Content and creative spoke directly to the efficieny.

Outcome:
This strategy resulted in several key enterprise wins, including partnerships with leading agencies. Additionally, by building deeper relationships with high-value accounts, we significantly increased upsell and expansion opportunities to our Later social project. #winwin

Later - Comparison Landing Pages

I led the strategy and execution of Later.com’s Hootsuite Alternative landing page, focusing on driving user engagement and improving SEO performance. By analyzing market trends, I developed targeted messaging and worked closely with design and development teams to build a high-impact, conversion-driven page that effectively positioned Later as a leading social media scheduling solution. The content was designed to directly compare our product with the competitor’s, providing valuable insights to users during the consideration phase of their buying journey.

This initiative resulted in a +10% QoQ increase in organic traffic and improved brand visibility in a highly competitive space. Building on the organic success, I launched a series of paid search campaigns tailored to different funnel stages, including retargeting, non-branded, and branded ads. See below for more a visual.

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