Dojo was a new start up brand that came out of our client Paymentsense. They appointed us to help drive organic non brand growth, through industry leading SEO and Digital PR. As a brand new domain, we had to build a lot of trust and authority fast. In the initial launch period, Dojo was a new card machine provider for small b2b businesses, and brand traffic accounted for 70% of clicks. In order to save money on PPC and drive non-brand traffic, we built a plan to grow them to own the card machine category organically.

140K small businesses in 5 years – a Rise at Seven success story

To drive organic growth within the B2B market, Dojo needed authority and trust signals and lacked this onsite and off. Through creative Digital PR, a linked growth strategy and onsite cluster content, we built site-wide authority but more specifically targeting the card machine path by building media stories, signals and links back to the domain.

We ran a strategy which consistently drove card machine offsite signals to site through reactive PR throughout the year alongside 6 boosts of bigger content marketing pieces and cluster content. Offsite stories built links into the commercial card machine category to drive authority and trust signals with deeper-level linking structures.

An example report/data campaign we ran was Popular Passwords. In order to push messages around security and credit card security, Dojo launched a report around password security and what’s most at risk. This report revealed the most hacked passwords and password patterns as a way to educate consumers and land in top-tier press.

An example of reactive PR was the exclusive restaurant list. A viral TikTok video highlighted how it took one restaurant goer over 6 months to get into a popular London restaurant. This racked up millions of views. We reacted to this, creating the exclusive restaurant list and how long it takes to get a table.