We all know, the rise of remote work around the world led to a massive increase in the adoption of Zoom, Skype, Microsoft Teams. Teleconferencing was one of the most benefited industries during the initial wave of COVID. But in this post, I’m going to share about:
The Rise of Canva, an online graphic design platform, and how it benefited as a result of the seismic shift caused by COVID
But let me clarify first – it wasn’t by chance. It was a well thought out strategy based on the “need of the hour”, which was identified by looking at the most searched keywords. The increased demand for Zoom resulted in an increased demand for custom Zoom backgrounds. Take a look at this Google Trends track for the query “Zoom Background”:
When demand spiked, Canva reacted.
They developed a new vertical dedicated to Zoom backgrounds. The landing page for “Customizable Zoom Backgrounds” has 351 backlinks (60% “Do Follow”) from 154 domains. At the end of March, this landing page didn’t exist. Since launch, it’s averaged 15 new backlinks per week. In the same Zoom Backgrounds category, the landing page “Create a Zoom Background” has 298 backlinks from 132 domains.
These assets didn’t even exist until the end of March. Yet they have already started to rise in the rankings…
How did Canva gain from the rising demand for teleconferencing?
1. Stirring up the buzz to testing waters:
First, they launched the feature on Product Hunt: a site where people share their favorite products, and other folks discuss them and upvote the products they believe are good. The Zoom background maker garnered over 300 upvotes on Product Hunt, but the teaser video promoting the asset currently boasts an impressive 29,362 views and 154 thumbs up. In just the first seven days of publishing, the Zoom video hit 13,000+ views. This made them certain they were going in the right direction.
2. The power of blogging:
Canva recognizes the power of their blog as not just a vehicle for traffic but as an educational resource and lead generation tool. So, they went back to basics. The team developed two blog posts that went after highly searched terms and further promoted their new feature:
How to use Zoom virtual backgrounds (1,790 words)
Funny zoom backgrounds that will have you laughing (1,051 words)
These were strategically developed not only to rank but also to convert. The blog posts link back to the original landing pages with the perfect anchor text: Zoom virtual background.
In just 30 days, these blog posts have 58 links and are rising in the SERP for their target keywords.
It’s impressive to see how Canva identified this opportunity early on and used creative problem solving to fill the gap. That’s not all, Canva’s marketing strategy has been quite interesting from the very beginning. It has helped the brand grow to a $6 billion valuation, generate 20 million monthly active users, and gain customers across 190 countries—including 85% of all Fortune 500 brands.
Get the full case study here
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