Case Study: WorldPay generates small business leads with Definition

Generating Leads using Digital Marketing

WorldPay, a payment processor and technology provider, wanted to drive interest in its small business offering and generate PR that would genuinely help SME owners. The challenge was to create content that would stand out in a crowded market where many suppliers were seen as bland, sceptical, and uninspiring.

Definition responded by creating the Small Business Heroes blog, a content-led digital marketing platform sponsored by Worldpay that celebrated SME founders with readable, entertaining, and useful articles. The campaign built the UK’s largest SME Facebook community, attracted attention from politicians and celebrities, generated more than 9,000 unique monthly readers within 18 months, won the 2014 UK Social Media Awards’ Best Business Blog, and created a lead engine producing over 50 small business leads per month.

WorldPay

Maria Surrur

Digital Marketing Manager