CASE STUDY
How NimbusHR Scaled SMB Growth and Increased ARR With 
Nimbus HR is a B2B SaaS platform designed to streamline HR operations for small and mid-sized businesses across Southeast Asia.
Discover the strategies we used we double NimbusHR organic growth within just 3 months .
Words from our client
Our goal is simple: to reach more businesses and grow our customer base every year. Perceptric has been instrumental in making that happen by optimizing our SEO, refining our paid search strategy, and enhancing our digital presence. We’ve seen incredible growth, and we highly recommend their expertise.
– Sofia Nguyen, Performance Marketing Manager
📝 Services provided:
- SEO Consulting
- Product-led BOFU-focused content creation
- PPC consulting, execution, and management
- Social Media growth
🚀 Results:
- 28K+ monthly organic traffic
- 165% growth in free trial sign-ups
- 2.3x increase in qualified leads YoY
- 82% follower growth on LinkedIn
The Client
💼 Nimbus HR is an AI-powered HR solutions tailored for SMEs in Southeast Asia. It automates payroll processing, tax compliance, employee benefits, and talent acquisition to reduce manual workload.
The Challenge
From the beginning, NimbusHR had only a few content pieces that simply weren’t driving qualified traffic, engagement, and leads.
When Perceptric stepped in, we identify the major root causes:
🚨 The B2B HR software niche is certainly competitive, making it difficult to win high positions on the SERP.
🚨 Their content strategy back then targeted high-volume but low-intent keywords. Think “What is payroll automation?“. Such keyword is extremely hard to rank for, and they don’t drive conversion.
🚨 Lack of on-page and technical SEO.
🚨 They were struggling to gain traction on social media. LinkedIn is where their target audience resides, but people don’t really consume content on Company pages. They need a more human approach.
The Solution
They took Perceptric on board because we have a proven framework and a number of successful case studies that show our results in driving leads through content and SEO in a saturated AI niche.
Here’s how we did it:
Step 1. We first address ALL of the technical SEO issues from the very beginning. A good SEO strategy must be executed on a solid foundation.
Step 2. Next, we look at the NimbusHR’s product. We try to understand:
- What are their user’s pain points?
- What is the user journey?
- How does the product onboarding/trial flow look like?
- What actions NimbusHR want users to take before and after they use the product?
- What are the main features to be showcased?
From that, we launch a keyword research and map the keywords we found to the TOFU-MOFU-BOFU content funnel:
We focused primarily on the BOFU stage, and there are reasons for that. We chose keywords like payroll software for small businesses and HR compliance software. They have the highest conversion potential. We believe that TOFU and MOFU content is not yet needed at this growth stage.
The types of content to create fall into the following formats:
- Best tool for [use cases]
- [Competitor] alternatives
- How to [solve a task NimbusHR can do]
- Best practices to do [something NimbusHR solves]
Step 3. We then started the content creation process at scale. And of course, we don’t create the normal SEO content. We make sure that:
- Each article features real opinion from either current users or industry experts.
- Rather than “mentioning” the product in the content, we guide users to solve their problems with NimbusHR in a natural and genuine way so readers don’t feel that they are helped rather than advertised.
- Content is backed by statistics.
- Content is written in an authentic storytelling style.
- Content is later distributed on social media. If needed, we even run paid ads for them.
Step 4. NimbusHR also wanted to scale their LinkedIn growth, so we are happy to help. We advised them to follow the leader-led social media content approach. A transformation in terms of social media brand tone also happened.
The Results
👉 28K+ monthly organic traffic from high-intent HR searches
👉 165% increase in free trial sign-ups and demo requests
👉 82% growth on LinkedIn
👉 40% decrease in paid ad CPA
👉 2.3x increase in qualified leads YoY
Within 3 months (Sep – Dec 2023), NimbusHR monthly organic traffic grew significantly from under 50K to nearly 90K.
Their number of top 3 keywords also went from 2.4K to nearly 3K (+600).
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