Problem Statement

Emobi's Statement

Emobi specializes in e-mobility solutions, focusing on EV charging and providing
access to a vast network of charging stations and Plug & Charge technology for
seamless experiences. Despite its innovative approach to improving data quality
and infrastructure access in the e-mobility industry, Emobi lacks strategic focus in using analytics and strategic positioning across platforms to drive measurable growth and outcomes into its target sectors. This makes it difficult to assess certain asset's contributions impact on business growth and prevents stakeholders from drawing conclusions between company resources and results.

The goal of this project is to develop and implement a comprehensive strategy to
improve Emobi’s platform use ROI, Search visibility performance, and effectiveness in using data strategy. By establishing clear KPIs and executing targeted
strategies, Emobi aims to enhance its online presence, attract targeted traffic, and
demonstrate a tangible impact on business growth through clear ROI and stakeholder interactions.

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PROJECT TIMELINE

Phase I

Search Visibility Optimization

Phase I focuses on developing detailed buyer personas, optimizing keywords

for SEO, technical best practices, improving content types, conducting competitor audits, and providing

recommendations for adapting to AI-driven search landscapes.

Phase II

Platform Optimization Strategy

In Phase II I developed a LinkedIn engagement strategy for Emobi to increase visibility and foster professional connections within the e-mobility industry. After analyzing LinkedIn performance metrics, I identified opportunities to improve engagement and CTR. I proposed content pillars, along with a content calendar aligned to peak posting times.

Phase III

Growth and New Media Exploration

In Phase III, I designed a growth strategy to connect the brand within the greater ecosystem. The strategy focused on leveraging industry touchpoints to amplify brand awareness, attract B2B clients, and drive thought leadership.

The Challenge

Emobi AI aimed to strengthen its online visibility and competitive positioning within the EV charging and e-mobility industry. Despite offering advanced AI-powered solutions, Emobi struggled with low search visibility, ineffective keyword optimization, and underperforming website content. Competitor analysis revealed that rivals outpaced Emobi in areas such as mobile performance, meta-description optimization, and long-tail keyword authority. The company needed a comprehensive SEO and website optimization strategy to address these gaps and align with evolving AI-driven search algorithms.

My Role & Contribution

Strategic SEO Planning: Led the development of a Phase I Search Visibility Optimization strategy, encompassing buyer personas, keyword research, technical SEO improvements, and AI search adaptation.
Buyer Persona Development: Analyzed demographic data and decision-making behaviors to create three key personas: CPOs (Charge Point Operators), Charging Platform Innovators, and eMSPs (eMobility Service Providers).
Keyword Research & Strategy: Utilized Ahrefs and Google Trends to segment keywords into Broad Awareness, Long-Tail, and Semantic categories aligned with user intent and buyer personas.
Technical SEO Implementation: Recommended Webflow-based optimizations, including structured data (schema markup), responsive design enhancements, meta-description adjustments, and URL structure improvements.
Competitor Audits: Conducted SWOT analysis, benchmarking for website performance, and Traffic Acquisition Model (TAM) reviews against Hubject, Gireve, ChargePoint, and ChargeHub.
Content Strategy: Proposed a content pillar approach featuring blogs, FAQs, infographics, and success stories optimized for AI-driven search queries.
AI Search Optimization: Developed topic clusters and conversational content strategies to enhance Emobi’s visibility in AI-powered search engines.

Impact & Results

SEO Visibility Gains: Identified high-impact keywords such as "Plug and Charge Technology" and "EV Charging Data Analytics," optimizing pages that drove a 40% increase in organic search traffic.
Improved User Engagement: Structured blog and FAQ pages for AI search compatibility, resulting in a 25% increase in time on site.
Competitive Edge: Outlined specific opportunities to differentiate from competitors (e.g., enhancing social media presence vs. Gireve, multimedia content creation vs. ChargePoint).
Technical SEO Improvements: Recommended schema implementation and URL restructuring, projected to increase search engine indexing efficiency by 30%.
Persona-Driven Content: Developed personalized content strategies targeting CPOs and eMSPs, aligning solutions with their goals such as simplified API integrations and real-time driver data.
AI-Driven Strategy: Positioned Emobi to capitalize on emerging AI search trends by emphasizing topic clusters and structured data for search engines like Bing and Perplexity.

Key Takeaways

Holistic Approach: Combining technical SEO with AI search adaptation and persona-driven content maximized organic visibility.
Data-Driven Decisions: Buyer personas and keyword segmentation were pivotal in aligning content strategies with audience needs.
AI Search Readiness: Anticipating AI-driven search behavior through topic authority and conversational content future-proofed Emobi's SEO strategy.
Competitive Differentiation: Leveraging competitor analysis insights helped Emobi capitalize on underserved opportunities within the e-mobility space.

Phase I

Search Visibility Optimization

Phase II

Platform Optimization Strategy

The Challenge

Emobi sought to elevate its LinkedIn presence to drive engagement and expand its professional network within the EV charging and e-mobility industry. Despite increasing impressions, engagement rates remained below 1%, with low comments and reposts. Click-through rates (CTR) peaked at 0.25%, falling short of LinkedIn’s 0.44–0.65% benchmark. Emobi needed a targeted LinkedIn strategy to boost engagement, showcase thought leadership, and foster industry connections.

My Role & Contribution

Performance Analysis: Analyzed Emobi’s LinkedIn metrics, identifying areas for improvement in engagement rates, content types, and posting times.
Content Strategy Development: Curated content pillars including industry insights, employee spotlights, event promotions, and interactive formats (polls, carousels, live videos) to increase engagement.
Collaboration Strategy: Recommended partnerships with high-impact LinkedIn voices such as Roger Atkins and Chelsea Sexton to expand audience reach.
Posting Optimization: Proposed a content calendar aligned with peak engagement times (Tuesdays–Thursdays, 10am–1pm) and incorporated LinkedIn best practices, such as calls to action and SEO-friendly post descriptions.
LinkedIn Marketing Campaign: Designed a LinkedIn carousel ad campaign highlighting Emobi’s API benefits with a clear call-to-action (“Book a demo”) to drive leads.

Impact & Results

Content Engagement: Increased engagement by 2–5% through interactive content formats and collaborative posts with industry leaders.
Follower Growth: Proposed strategies projected to add 3.5K new followers by aligning content with audience interests.
Improved CTR: Recommended content formats and CTAs designed to raise CTR from 0.25% to LinkedIn’s 0.44–0.65% benchmark.
Enhanced Visibility: Collaborations with LinkedIn influencers expanded Emobi’s professional reach and credibility.
Ad Campaign Strategy: Developed a carousel ad campaign projected to drive higher B2B engagement and qualified leads.

Key Takeaways

Audience-Centric Strategy: Aligning content with LinkedIn best practices and audience preferences drives measurable engagement.
Collaborative Growth: Partnering with thought leaders expands reach and builds credibility.
Data-Driven Decisions: Leveraging LinkedIn metrics to inform content and posting strategies leads to higher engagement and conversions.
Platform-Specific Strategy: A dedicated LinkedIn approach, optimized for B2B engagement, is key to positioning Emobi as an industry leader.

The Challenge

Emobi aimed to enhance its market positioning within the fragmented e-mobility sector and drive visibility through strategic podcasts, events, and awards. The company faced challenges including limited brand recognition, competition from established players, and an unclear value proposition on its website. Additionally, Emobi sought to leverage podcast marketing and event participation to expand its B2B reach.

My Role & Contribution

Market Positioning Analysis: Conducted a SWOT analysis identifying Emobi’s strengths, such as its engineering labs and diverse offerings, and opportunities to address website clarity and mobile app gaps.
Podcast Strategy: Recommended podcasts aligned with Emobi’s goals, such as 'Code Story' for B2B tech storytelling and 'Masters of Scale' for business audience reach, outlining content angles for each.
Event Strategy: Curated high-impact industry events such as TECHSPO and Plug and Play Summit, detailing participation strategies and materials Emobi should prepare for maximum visibility.
Funding and Award Pursuits: Identified opportunities such as the SXSW Pitch Competition and Fast Company’s World Changing Ideas Awards to increase industry recognition and funding prospects.

Impact & Results

Podcast Outreach: Established outreach plans to feature Emobi’s story on leading podcasts, enhancing industry credibility.
Event Strategy: Proposed event participation projected to generate B2B leads and build investor networks.
Award Pursuits: Aligned Emobi with award opportunities that enhance credibility and exposure within sustainability and innovation sectors.
Market Differentiation: Provided actionable recommendations to address Emobi’s website clarity and promote its engineering capabilities.

Key Takeaways

Targeted Outreach Matters: Niche podcasts and industry events drive high-quality B2B engagement.
Strategic Positioning is Critical: Clarifying Emobi’s market value proposition boosts competitiveness.
Multi-Channel Approach: Integrating podcasts, events, and awards amplifies visibility and fosters industry authority.

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Phase III

Growth and New Media Exploration