FutureFuel is a SaaS employee benefit company providing student loan assistance as a benefit to employers.
We embarked upon FutureFuel as an early-stage SaaS startup looking to grow fast. They raised over 15 million dollars in funding to help employees have better options to pay back their student loan debt. Playing on the balance of HR and finance, there was a significant learning curve to understanding this marketing to inform our growth strategy.
Because of the large education hurdle and sales cycle with employers, we focused on ranking content to help educate them along with their employees. We did this by creating an employee benefits directory that attracted over 40,000 organic visitors/month after 3 months.
The directory pages outranked Glassdoor for their primary keywords and received the featured snippet spot in Google for many of the largest companies in the world. We accomplished this by better structuring our posts.
We also focused on driving traffic from people interested in paying down their student loans faster and pointed them to available affiliate options.
We used this content to not only generate user signups, but garner affiliate revenue. Some of these posts saw as high as double digits click-through rates to the user sign-up page.
To rank the content, we acquired over 500 backlinks and acquired thirty blogs to create an ecosystem of content and traffic.
In five months, we went from 0 - 60,000+ visitors/month on track to reach 200K+ in one year. Moreover, over 99 percent of the traffic came from the United States.
We ranked for many competitive keywords like "HCM software," "student loan grants," "flexible benefits," "employee appreciation," "employee incentive programs," and more.
Then over the next thirty days, we almost doubled our traffic from 2,000 visitors/day to almost 4000/day. This then resulted in over 100K visitors/month.