Ciaran Connolly, CEO
Prior to setting up his own venture, Ciaran Connolly, a marketing veteran, was engaged with various digital agencies in the industry. During the two-decades-long stint, what he observed was that most of the agencies weren’t target-focused. They can design a website, but to grow brands online, they need to ensure that its seen by potential customers to engage with and generate sales. With this mission to focus on targets and outcomes, Connolly went on to found ProfileTree, an award-winning content marketing agency in 2011. The company has since grown into a diverse team of marketers, designers, writers, developers, and video producers, helping organisations implement bespoke digital strategies for sales generation and a strong ROI.
ProfileTree specialises in SEO, web design, web development, content marketing, video production and video marketing, social media marketing, digital strategy, and digital training. Through SEO optimised digital services, the company helps clients drive traffic to a site, boosting engagement and sales. In addition, ProfileTree has introduced voice apps like Alexa to its portfolio that are available in stores. With the versatile combination of these content marketing services, the company facilitates brands to thrive among their rivals within budget constraints, driving far-reaching and cost-effective campaigns.
Along with its ingenious services, ProfileTree has carved a unique niche in the industry by growing its own portfolio of websites and online brands in various sectors such as tourism, food and drink, automobile, and education. Experiencing the same journey as clients do, the company faces similar challenges in promoting brands and gains unique insights, including which strategy is effective and which is not. What can be called the USP of ProfileTree is its adept utilisation of these learnings in its services. Further, the portfolio of brands helps the company showcase the metrics and behind-the-curtain activities for each sector to clients, demonstrating a clear path to success. “We are learning by trying to implement new technologies and strategies in our brands that can be leveraged while delivering services to our clients,” affirms Connolly.
Connolly observes that the digital marketing industry is going through an incredible phase, and its growth has been accelerated in recent times. Due to the revenue loss amid the global COVID-19 pandemic, there is a shift from store-focused to digital-focused sales generation among retailers. They are looking at other third-party platforms such as Amazon and eBay, which they haven’t considered before. “We have customers with millions of turnover who has never targeted ROI from digital and used digital platforms for communication with end customers, emphasising more on digital growth,” remarks Connolly. Further, businesses are more open towards exciting technologies that might give them an edge while connecting with end customers. Business leaders are approaching ProfileTree for emerging technologies such as video or voice content.
He also mentions that traffic and consumer behaviour have changed dramatically through the pandemic, witnessing double the traffic for a few websites and increased traffic through laptops rather than mobile phones.
We are learning on our brands by trying new technologies and strategies that can be leveraged while delivering services to our clients
Leveraging such unique industry-leading insights, ProfileTree has been assisting its clients—existing or new—at every step of business during the pandemic by providing advice to them with diligence. For instance, ProfileTree helps its customers in the in-person training sector, from small yoga schools to large training organisations and government bodies, trying to conduct classes online and stay connected with customers to avoid revenue loss.
ProfileTree renders a holistic approach while delivering its SEO services. The company’s dedicated team of developers, SEO specialists, and content writers utilises its expertise to offer SEO strategies and techniques along with effective recommendations to drive organic traffic to a site and boost sales. The company begins the client engagement with an SEO audit to analyse, where the client stands in the digital marketplace. It focuses on market trends and consumer behaviour along with the client’s overview, including the market position, resources, and competition. SEO audit further helps to realise the required sales from online or resource allocation for digital stores. Understanding the resource gaps, ProfileTree helps clients to align digital strategy for these opportunities. The company provides website design services that help clients either facelift their existing website or build a new sleek website for sectors ranging from e-commerce to e-learning platforms. Further, ProfileTree prepares engaging content relevant for the website and social media campaigns. Unique to the company is its ability to facilitate any content, including text, voice, and video, according to client needs.
Illustrating the efficiency of ProfileTree’s services, Connolly highlights an instance wherein they helped a Spanish property sales company to thrive in the market renowned for being very competitive and reach an international audience. ProfileTree began with the strategy audit to identify where the client was positioned in the market. The company identified market-demanding opportunities where the competitors were weak, among which was video marketing. Realising that most firms produced clips of properties while customers preferred detailed video, ProfileTree proposed a video strategy and sent out a team for recording video in Spain. The videos were added to websites and ads, garnering attention from customers. The company also ensured that relevant keywords were targeted, which helped the videos to rank in the first three positions. The client was able to generate high sales through digital platforms, including YouTube leading to a continued partnership with ProfileTree. Amid the pandemic, the company trained the client’s team to produce video content and send them over for marketing procedures. ProfileTree thus succeeded in generating sales and tweaking the strategy to maximise on the opportunity.
Helping clients to seize business opportunities and thrive in challenging times, ProfileTree understands that the marketplace is becoming more competitive and complex. Social networks have increased customer demand as well as opportunities to create content, prompting companies to be strategic and purposeful. Gone are the days where a retailer with ten shops expects to generate sales from the website without funding it. The third-party sellers such as Amazon are creating stiff competition where retailers need a strategy to either fight against them or sell on them. “Keeping this in mind, we bring together the content, website, social channel, and marketing goals, such that each element support each other and drive sales,” concludes Connolly.