Driving Upscale's growth with comprehensive SEO and social media strategies

Upscale is a dynamic brand within The Adaptavist Group, dedicated to enhancing work experiences with its innovative suite of apps. Focused on solving everyday challenges, Upscale offers essential tools for platforms like Atlassian Jira, monday.com, and Slack, empowering users to elevate their productivity and achieve their goals effortlessly.

Challenge

Previously operating under Adaptavist, Upscale became its own brand early in 2024 to have space to grow and thrive on their own—and they have hit the ground running. From launch, Brew Digital has worked with Upscale on the full suite of digital marketing services, including email, social, SEO and paid media. Upscale then requested additional support to grow their social media presence and their SEO rankings with the goal of improving conversion traffic. 

Solution

We started with a collaborative workshop, where with the Upscale team we scrutinised their current performance across SEO and social media. Together, we then set some ambitious KPIs to match both the ambition of the team, and to push the impressive growth they were already seeing.

Social media was focused on improving Upscale’s follower count, but more importantly, boosting the engagement rate of their posts. We believe it’s not enough to simply grow your following, it’s important to have content that is relevant to that audience, and content that makes them build a relationship with your brand. This is especially true when in the B2B sector, where the target audience is typically more niche than B2C. 

Our goal for SEO was to ensure the customer journey is optimised for user engagement, contributing to behaviour metrics which strengthen SEO rankings, traffic and conversion rates. One area of focus was the enhancement of Upscale’s domain authority, which is a metric that represents how well a website will rank on search engine result pages. We adopted a two-pronged approach to this work, looking at both on-site enhancements as well as an off-site campaign to attract high-quality backlinks. 

We undertook a comprehensive project for Upscale, identifying Schema Markup gaps and optimising AI overviews. Our focus was on customer journey optimisations, using competitor insights to formulate targeted recommendations and improving Conversion Rate Optimisation (CRO) on low engagement pages. A content roadmap was devised to support Upscale's social activity and enhance SEO directions for topical authority. This was achieved through content topic clusters, user experience (UX) improvements, and optimised social posts to streamline backlinks, boost rankings and drive traffic.

Results

Leaning on the experience of our marketing specialists, we produced meaningful, tangible results for Upscale, all within the first two months of the contract. There was a significant 48% increase in organic traffic, demonstrating the effectiveness of our SEO efforts. Further evidence of our successful SEO strategies is the 50% increase in organic ranking keywords, which has helped Upscale to reach a wider audience and improve their visibility online.

In addition, our focused approach to enhancing Upscale's domain authority has resulted in an over 8% increase in their score. This is a key metric that represents how well a website will rank on search engine result pages, and this improvement is a clear indicator of our successful optimisation work.

Our off-site campaign to attract high-quality backlinks also yielded positive results, with a notable 178% increase in backlinks. This not only improves Upscale's SEO but also extends their reach and credibility within their industry.

Finally, our targeted efforts on social media have reaped rewards, with a 66% increase in engagement on their posts. This shows that we have not only grown Upscale's following but also boosted their interaction with their audience, helping to build stronger relationships with potential customers.