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DATA & GROWTH INSIGHTS

HI x Bryntum | 2020

SEO solutions

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ADVICE FOR LONGTERM SEO SUCCESS

In order to preoperly compete, and perhaps even beat, DHTMLx:s SEO,

Bryntum is going to need an extreme makeover content-wise. The lang-

uage needs to be on a level that the averege user understands. The blog

needs more consistency in both uploads and format. The images need pro-

per naming, and more consistency. The list goes on.

Hire someoneTo make the most of your site’s potential, we would advice you to hire an

SEO-writer to re-work your site. For this you have two options. Either you

hire someone, or you outsource it to a bureau.

There are different price levels for writers. The more you pay, the more

experience you get for your money. For the static texts, such as the front

page, spending more would be justified since it’ll be there for a long time.

The blog or the newsletter are important, but the skill of the writer is not

as important.

Potential tools to use• SEM-rush

• Yoast SEO

• Keywordtool.io

• Answerthepublic

SEO quickfixes

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SIMPLE WAYS TO IMPRESS GOOGLE

There are a few ways in which you can improve your SEO with very limited time

and resources. Here are some shortcuts.

Meta titles and descriptionsThe meta content is the title that shows up on Google. It’s very impor-

tant to load it up with keywords, so that the user is entised to click it.

The meta title should be short, sweet and as descriptive/honest of the

page as possible. This will ensure that the bounce rate stays low, even with

more visitors.

If you want to do this yourself, you can read more about it here. If you

prefer to outsource it, you can do that here.

Alt-tags for your imagesUsing images in your articles and pages to increase interest is an amazing

idea. However, you are currently not using them to thei full potential. In

order to do that, you need to use alternative titles.

You can read more about what this means here. In short though, it invol-

ves naming the files you include properly. This will make it easier for Goog-

le to determine what is in the image.

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Internal and external linkingYou currently barely use linking, which is a great way to help Google

understand both your structure and your importance. External links are

more valuable than internal links when it comes to SEO, but they’re also

harder to acquire in a good way.

Some sites offer questionable SEO-services, such as spamming a link to

Bryntum.com on random blogs. This will not help you, even if it’s an exter-

nal link. One link from a trustworthy source is easily worth ten links from

questionable ones.

You can read more about linking and the value of it here.

Call to actionThe text you use to get the user to do something is called a ”call to ac-

tion” or ”CTA”. This is usually in a button.

You could benefit from re-forumlating your CTA:s, both when it comes to

wording, colors and placement. You’ll find a good resource on this here.

Overall however, your site would benefit from variations in wording.

Preferrably these re-writes would work more with keywords. Not ”learn

more”, but rather ”learn more about our Gantt charts”.

Give them value for freeOne of the easiest way to drive traffic to your site is to give the user so-

mething they need. This content/help/advice should be genuine.

There are multiple ways to do this. You can write articles, newletters,

tutorials, guides, q&a:s, interview people... The list goes on. If it’s helpful to

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users you want to make aware of your brand, content they might read is

helpful.

Because of this, someone should focus on writing and postent content

on a recurring basis. There should be weekly uploads of some sort. May-

be ”the most dicussed topics on the forum”, tips and tricks with a certain

aspect, how to solve a common javascript problem. If you want to attract

developers, publish topics relevant to developers. It doesn’t necessarily

have to be related to your products for it to make the users aware of your

product.

This means that focusing on the keywords previously marked as negative

is still beneficial. Describe what open source code is, as an example, even if

your product isn’t.

Here are the most common types of content:

• White Papers

• Tutorials

• Articles

• Guides

Statistically, White Papers are one of the most appreciated forms of con-

tent. You can read more about the different types on content and what

they mean and require here.

Use categories on your blogUsing images in your articles and pages to increase interest is an amazing

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idea. However, you are currently not using them to thei full potential. In

order to do that, you need to use alternative titles.

You can read more about what this means here. In short though, it invol-

ves naming the files you include properly. This will make it easier for Goog-

le to determine what is in the image.

Digital psychology

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SUBHEADING

AnchoringWe tend to rely too heavily on one piece of information, usually the first

one, when making a decision or estimating the value of uncertain objects.

This initial “anchor” value is used as a mental reference point, which might

influence the choice peoples will make.

Exposing users to any high

number

Anchoring works with any

number, regardless of whether

that number is a price (Adaval

& Monroe, 2002).

Commitment and ConsistencyWe are driven to be consistent in all areas of life. When we make a pro-

mise, we feel obligated to fulfill it. When we make a decision, have an opi-

nion, or act in a particular manner, we strive to make all future behaviors

match the past actions and decisions. We tend to justify these commit-

ments by seeking confirmation and providing reasons for supporting them.

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User-generated content

Each time a user feeds an application like Dropbox, Twitter, or Evernote

with information, he stores value in the form of data. The bigger and more

often these investments, the more likely it is that the user will come back

again and again.

Loss AversionPeople feel losses more deeply than gains of the same value. In other

words, it’s more painful to lose something than to get that same thing.

Focusing on the loss in offers

Talk about what your potential customer will lose if they don’t purchase,

rather than what they would gain by buying. We tend to give losses twice

as much psychological weight as we do gains (Tversky & Kahneman, 1992).

Need to CompleteWe, as humans, don’t like to leave things incomplete. We are motivated to

finish a set of tasks, even with no further reward other than the satisfac-

tion of completing them.

To-do lists

Dropbox has an excellent “Get Started” checklist. The user is asked to

refer friends to them, to connect social media accounts, and to follow

Dropbox on Twitter, which resulted in more free space. This growth hack is

undoubtedly one reason why Dropbox became a multi-billion-dollar com-

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pany. Providing small, achievable quests can produce small wins when com-

pleted. But, not all users will be seduced solely by the need to complete. In

this case, give them extrinsic rewards, as Dropbox does.

Reciprocity“You will get all you want in life if you help enough other people get what they

want.” Zig Ziglar

We feel a sense of obligation to return favors to people who have done

something for us. This rule works not only with people you know but also

with strangers. It’s a human characteristic that allows us to live as a society

(Gouldner, 1960).

10x content marketing

Give away value in the form of free, kick-ass blog posts, webinars, ebooks,

whitepapers, videos, mini-applications, and so on. People got used to recei-

ving mediocre freebies, and you’re expected to give everything away nowa-

days. It’s rarely perceived as a favor. Create something that is ten times

better than the best result you can find on your topic. When your content

enables someone to yield results, they are more likely to give back by

sharing it, or even becoming a paying customer. What about asking for an

email address before giving access to the content? No, that’s not a recipro-

city-invoking tactic.

RewardsEverybody likes rewards and appreciation. A shot of dopamine gets relea-

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sed and mediates pleasure in the brain. The increase in the dopamine level

also encourages our brain to remember the prior action so that we can

repeat it to get the reward again. In other words: rewards make us come

back for more.

Early access

Reward early adopters and loyal customers with no extra content – you

just take the great stuff you’re already creating and allow some people to

see it before the crowd. Notify an exclusive group earlier about discounts,

trying beta versions of your new applications, or e-books before they are

public to everyone. This tactic also gives you the opportunity to add social

proof in advance of a launch by getting user reviews.

ScarcityThe harder it is to get so-

mething, the more we want

it. People often link availa-

bility to quality. As seen in

the concept of loss aversion,

we’re far more motivated by the fear of losing than by the desire of gaining.

Reducing the free trial length

When Hiten Shah, the co-founder of KISSmetrics, decreased the length

of the trial period from 30 to 14 days, he saw a 102% increase in the usage

of the product. The reduction made people feel that they had to use the

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service as soon as possible.

Social Proof“When you say it, it’s marketing. When your customer says it, it’s social proof.”

Andy Crestodina

People are pack animals. We are more likely to do something when pre-

sented with evidence that others have done it, more than we are willing to

admit. This behavior applies in particular when we are unsure of what to

do.

Testimonials

Displaying quotes from happy customers is one of the most used and

most persuasive forms of social proof online. Be sure to add a high-quality

photo to boost the perceived credibility (Newman, Garry, Bernstein, Kant-

ner & Lindsay, 2012).

Customer case studies

Tell an in-depth story of how some of your customers use your product.

This technique provides not only social proof, but also gives other potenti-

al clients ideas on how to use your product or service.

Raw numbers

Expose your visitors to huge numbers on anything from your mailing list,

customer base, and number of downloads to any relevant statistics that

remind potential customers that a large crowd is using your service – so it

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must be good enough for them. Wordpress, for example, uses this powerful

tactic in the headline of their landing page: “WordPress powers 28% of the

internet.” Use exact numbers instead of rounded ones to be perceived as

even more believable (Mason, Lee, Wiley & Ames, 2013).

Sharing milestones

Celebrate growth and the accomplishment of milestones with your audi-

ence, and thank them for helping you achieving them. This can be reaching

a certain number of users, followers, downloads, or an anniversary.

TriggersTriggers are anything that sparks us to complete a particular action. They

tell us what to do next, and come in the form of internal and external trig-

gers.

External triggers are all around us. They target our senses and remind us

to take a particular action. It can be something obvious like a “Click here”

button, but also something like the delicious smell of fresh coffee and cake

while you’re walking down the street.

Internal triggers, on the other hand, are impulses that come from within

us. Memories, emotions, or situations provide information for what to do

next. For example, the fear of losing out on a moment triggers some pe-

ople to take a photo and post it on Instagram. Internal triggers are a ma-

jor factor for building habit-forming products, and are the drivers for the

growth of billion dollar companies.

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Transactional emails

You sign up for a web app, and get welcomed with a lovely message in

your inbox – that’s a transactional email. A user’s interaction or a time-ba-

sed condition triggers these types of notifications. According to an email

marketing study conducted by IBM, transactional emails have a higher

open-rate, by 116%, than marketing emails because they’re personalized,

and we typically expect them. Common use cases include welcome emails,

password resets, purchase confirmations, or notifications of important

activities going on in your application.

Channel strategy

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TO CREATE BRAND AWARENESS AND INCREASE ORGANIC SEARCH

Youtube

Goal

Video content marketing for increasing awareness. New subscribers into

youtube channel/attach link to website/linkedin/twitter/Podcast

We suggest that Bryntum shows more personality, so that their brand

gets more recognisable.

With video marketing we want to build connections and trust with the

audience from the industry and invite the audience to ask questions in the

open platform.

Today Bryntum is not that active on Youtube, but when they are they only

show the dashboard/interface of their system.

• Introduce some of Bryntums employees and history

• Give the audience tips and tricks (not only Bryntums product)

• Provide strong and high quality content

• Show how the interface works

• Updates in the system

• When you teach your audience, they will trust you.

• Have a red line in the channel (content to core audience)

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• All videos needs audio and introduction of the subject

The video clips create credibility with the follower and an actual person

testifies to reality situations (not only a dashboard). This will create a re-

cognition factor with the core follower.

Twitter/Linkedin

Goal

The followers interact with Bryntums post to increase organic search

and awareness. Post content that is relevant to the brand, product or audi-

ence.

Make it more fun and engaging. Post content that makes the audience

interact.

Examples

• Guessing games - What answer is right A,B,C……….Poll

• Create articles/presentations (Top ten health tips for people that sits

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a lot articles)and that is easy

to spread. Something that

brings value to the target

audience, not a sales pitch.

• Post content that starts dis-

cussions about the industry

• New updates of Bryntums

system

• Rebuse from coding= An-

swer

• Repost others post

Forums

Goal

Create organic search and increase reviews online.

• Bryntums employees need to tap in to forums,

Help out other developers

Some of the high quality forums.

Cloudwards.com/ Pcmag.com / Softwareadvice.com/ trustpilot.com/ fool.

com/Dzone.com/capterra.com/fool.com

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Bloggers

• Username: LinusBorg Thorsten Lünborg 2475 followers. Germany

https://twitter.com/linus_borg?lang=en

• Username: Phanan Pahn An 1363 followers. Germany

https://twitter.com/notphanan?lang=en

• Username: JamesThomson 15,8k followers. Scotland

https://twitter.com/jamesthomson?ref_src=twsrc%5Egoog-

le%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

• Username: Gustojs Gusto 3078 followers. Polen

https://twitter.com/gustojs?ref_src=twsrc%5Egoogle%7Ctwcamp%5E-

serp%7Ctwgr%5Eauthor

Sites where Bryntum can market

Madewithvuejs.com https://madewithvuejs.com/advertise

Project-management.com https://project-management.com/advertise/

therootcause.io https://therootcause.io/

Stackoverflow.com https://stackoverflow.com/advertising

Podcast

Goal

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Create awareness of the brand and build credibility

Here Bryntum owns the attention and platform. Build high quality around

the brand.

• We recommend that Bryntum invite industry leaders/bloggers/key

speakers from conferences to be a guest in their podcast

• Use niche influences from the industry with committed/engaged fol-

lowers as guest

• Use Active users/blogger from different forums

• 15 min advise and updates of the industry

After collecting the data, Bryntum should do an evaluation of the en-

gagement on the different channels. Ex measure customer engagement

by looking at how many comments, likes, shares, opened emails, which

campaigns have been converted to newsletters or purchased products.

I believe that if the commitment from the end customer is rich then we

have received a return on the investment and then marketing is successful.

SWOT

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Strengths

Economics of scale

Bryntum has a presence of 10 years on the market and all of those years

have been profitable. With this strong position on the market around

established foundings to stand on, expansion through economics of scale

would allow for greater growth.

Cost advantages

Since Bryntum already has everything set for sale, for example webpage

and product, Bryntum company has an efficient cost structure when it co-

mes to the everyday selling and activities of focusing on the development

of further products.

Technology protection

The Bryntum products’ code has a strong protection in the Swedish

jurisdiction by the 2 Kap. Inskränkningar i upphovsrätten 26 h § i Lag

(1960:729) om upphovsrätt till litterära och konstnärliga verk.

Number of customers

Bryntum has a stable amount of customers, if assumed that Bryntum’s

yearly profitability comes from a returning group of customers.

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Size of each order

The volume of products per order is not big since only one product is

bought every time. However, Bryntum should consider the cost structure

once more: should the payment be a one time payment only or a monthly

subscription.

Uniqueness of service

The Bryntum products are unique in their nature through their brand,

however it is still questioned how well established the Bryntum brand is.

Other differences

The aesthetic appearance of Bryntum and its products is good but there

are still areas of improvement.

WeaknessesDifferences between competitors

DHTMLX Gantt: ”a stand-alone JavaScript Gantt chart with no extra de-

pendencies”

Google Gantt Chart: ”can not compete with the more advanced alternati-

ves”.

BRYNTUM: ”looks like a great and powerful tool with tons of handful

features (…) But Bryntum Gantt is not for everyone”

(Source: https://dzone.com/articles/choosing-javascript-gantt-chart-bryn-

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tum-gantt-goog)

Number of competitors

There are a lot of competitors and substitutes on the market, however it

is questioned if the customers are able to recognise that the Bryntum pro-

duct actually has a higher quality than the other products on the market.

Here Bryntum needs to increase the awareness of their edge.

Quality differences

”Bryntum Gantt looks like a great and powerful tool with tons of handful

features. Comprehensive documentation, API reference, a bunch of guides

and demos will help you understand what you want and how to get it.

But Bryntum Gantt is not for everyone. Since it’s an Ext JS component, it’s

probably not a good choice to use it you don’t already use the Ext JS fra-

mework as one of your main technologies.”

(Source: https://dzone.com/articles/choosing-javascript-gantt-chart-bryn-

tum-gantt-goog)

Cost of changing/Switching costs & Customer loyalty

If a former customer chose to change to a competitors product during a

transition period it does not seem too difficult to do so. In other words,

the lock in effect seems kind of low. Even though the lock in effect may be

low, the customer loyalty may be higher resulting in another kind of liberal

lock in effect where the customers prefer the Bryntum product in compa-

rison to other products.

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OppurtunitiesTime and cost of entry

To enter the market one require to make R&D which requires an initial

investment of both time and money which lowers the risk of potential new

entrants of competitors.

Specialist knowledge

Bryntum’s 10 years of experience and their skilled developers should give

Bryntum a competitive edge, and it sure does but Bryntum has not utilised

this potential to the fullest.

Barriers for international expansion

Bryntum products are already allowing for a global market and a global

presence, however this big possibility has not been utilised yet, not even

recognised as an undiscovered opportunity. Marketing activities tailored

towards an international market is key here.

Change of current rules

Growth possibilities by properly operated and diversified marketing acti-

vities (SEO and KeyWords) will give you bigger fruits to harvest.

ThreatsSubstitute performance

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How well is Google Calendar performing in relation to Bryntum? What

do the customers actually demand? How easy is it to change from Bryn-

tum to for example Google Gantt Chart? Google is a fast expanding and

developing company and the risk of them entering your market and not

only staying in the periferi as a substitute is a big risk to take into conside-

ration.

Threat of New Entry

There is always a risk of new entry even though the R&D-requirement is

a hindering factor for potential new competitors, but as said Google is one

of many competitors and R&D-expenses may not be too much of a cost

for them so it all comes down to Brytnum working agile all the time to

stay competitive.

Competitive Rivalry & Threat of Substitution

Even though the competitive rivalry is a requirement to claim Bryntum’s

position as the premium product on the market, the customers may choo-

se to buy a less premium product in comparison to for example Bryntum.

This could be either a direct competitor or an indirect competitor as a

substitution.

Lack of conformity

Even though a Bryntum product is aimed to save time for developers, the

problem is that the developers do nto have time to try out new tools and

workflows, even if they’re better in the end, because they are too stuck in

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their own way of working.

ConclusionBryntum has a strong position on the market and you should accelerate

the growth in this position to be able to harvest the fruit.

Marketing strategy

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Moving onto marketing we see that Bryntum has established some good

channels within their website, with great amount of posts and threads in

blog and forum, this has also resulted in positive comments about blog-

posts on twitter and a stable activity flow on forum.

But we also see some things that could be done better.

Strategy and whyIn a more and more open-source based market which is becoming more

common for developer-products and apps, innovative business methods

is becoming necessary for software companies to still be ahead . And we

suggest you also give this a big thought: ”Is my business model future-proof

and resistant from the growing open-source trends”.

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But enough of that. This section is going to be about Bryntums marketing

strategy and how to communicate through your internal channels. Based

on the competitor analysis we observed a wide range of competitors; Both

the direct competitors but also the possible customers that still place

themselves in the market as competitors.

It’s evident that there is a lot of noise in the eyes of a possible customers

who for example google ”gantt schedule” any other of your product. With

the amount of noice there becomes a question for the costumer why to

choose you. Even though it’s clear on your end, how can that be commu-

nicated to the potential customer in the best way? This is where the im-

portance of a thorough marketing strategy comes in. Your market is very

niched and a lot of potential customers are swimming in a pool of options

for services such as yours. Although your product is great we see you lea-

ping behind when it comes to what surrounds the product.

Now you may ask, why marketing strategy becomes so important in re-

gards to just reaching more people. But the fact is SEO will not be effective

if you just scream the loudest or shine the brightest light. You will also have

to have a waterproof strategy that covers all the way, problem is if you

have leakage somewhere then that will effect the whole ship or in your

case your message towards the customer and thereby you in a negative

way.

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Case and finding the USPYour strongest competitor is Dhtmlx metaphorically speaking they are

broad and wide. Imagine them being a huge fleet covering up all the po-

tential needs through their broad range of services like a fleet covering a

wide range of water, they move steady and slow but are not as agile and

personal as you can be which comes down to how you should tackle this.

Dhtmlx having open source features and covering a wide arrange of servi-

ces, due to this their weakness is therefor in not having full control of their

service and not being as reliable nor trustworthy as you are. Something

backed up by the fact that customers after while move on to Bryntum

from your competitors when they find limitations with their product.

This is where we believe your USP is, your so called Unique selling point.

A unique selling point becomes very important when you are many com-

panies fighting over customers. It gives you a chance to specify your uni-

queness within the market and differentiate yourself from the rest. This is

then adopted to how you communicate about your product and it shall

then permeate the experience in a likewise way both the feeling, the expe-

rience and the expectations of your product. I’ll repeat this because it is so

important to understand.

The aim is that your unique selling point should be synchronized and wea-

ved in together with a marketing strategy so that the marketing strategy in

return not only amplify your product but also complete it. In other words

it’s not enough to walk the walk but you have to talk the talk too, when

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both work in harmony its becomes clear to customers who you are and

they have an easier time deciding you by already knowing why too choose

you.

How to communicate your USP to the worldOn towards the how to communicate. Bryntum already has a great social

foundation with a forum and a blog, this is great because it communica-

tes that you care about product-development and the customers. Most

of your competitors have a blog or a forum but no one is particularly

invested in this. A great opportunity for Bryntum that can use this to st-

rengthen themselves against the rest; by creating a rich conversation about

your product you build trust and show that you are the real deal within

the developer community. Remember that even though you are in B2B it´s

mostly developers that get an understanding & use your product. A special

target group which are not to be underestimated.

When it comes to communication we find that there are some general

things you should take into consideration before moving forward to com-

municating with customer. We would even go as far as to say you should

use this as a check-list when you are considering to add some content

Your content marketing should be written in a way that solves your

customers problem not to sell them. Rather the content you post should

be guide practice-based for how to do X. Even there there are some rules

to apply;

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1. Don’t use headings as ”TOP X reasons why to use X”. As a general

rule avoid writing/talking directly about your product. Titles such as the

one above or for example ”how to use X” will convert only if someone is

already familiar with X and wants to know more. At first you need to hook

people by solving their problem. Therefor you should instead write ”How

to do Y with X” and first part of article should identify and state problem

then move on to the tool.

2. Avoid posting articles about edge-case scenarios in your software

because this will only be relevant to a few, you should base articles and

tutorials on what solves problems for the many.

3. Avoid using titels as – ”look at our new feature, it will change your

life..” – to explain this in short they don’t care about your features, they

care about getting their problems solved, keep that in mind.

However what does work is:

- Best practice guides, how to do x.

- Best tools guide, how to solve x.

- Market competition analysis (be apart of reviews and get mentio-

ned.)

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Blog & Forum

We have also looked into your blog and forum to understand how they

can be used to heighten and embrace the marketing strategy for possible

customers. In short this means to make both blog and forum more enga-

ging.

BlogOut of a SEO perspective, one of the main aspects googles looks into is

activity within the site, if you are not active your ranking decreases and

thereby you loose on organic searches.

Blogposts is a very natural way of keeping the site updated, don’t get us

wrong you shouldn’t update it with unnecessary blogposts that doesn’t

benefit your customers, that would be the worst thing to do. But just by

keeping a consistency with the posts, It would also shows that you care

about the community.

In fact See the community as a plant which you have to nurture, give it

water every ones in a while for the roots to grow and after awhile you

will have a colony of plants which talk and sustain each other. Now in your

very niched market it may be harder but people enjoy seeing some activity,

and blogs and what not seem even more attractive when no one else is

talking on the same wavelength and you can actually have a conversation

without anyone (competitors) trying to irrupt you or cause distracting

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noise.

With a livelier Blog something that becomes very important is

category, by having a clear category from your library of blogposts it

doesn’t only make it easier for your visitors to navigate through but it also

makes SEO friendly, as google can understand and value the webpage bet-

ter. In fact many SEO writers believe that website updates – and especially

when new content is added to the site works as a site–wide freshness

factor. You also have

Many Many SEOs believe that website updates — and especially when

new content is added to the site — works a site-wide freshness factor. You

also have SEO research that claims although Google prefers fresh content,

an older page that’s regularly updated may outperform a newer page.

ForumAnother major SEO factor is Dwell time; the duration of time people

spend on your page when coming from a google search. Both a blog and

forum have the ability to increase the dwell time significantly. By simply

rearranging forums placement within the website you can give the forum

more significance.

Then also keeping some pages, because having traffic will benefit you

more then knowing where the traffic is from, you can always change this

part. As for now it is more sensible while the forum activity is not the hig-

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hest, actually give it some heat and loosen/lower the bar. By opening up the

premium part of forum to all, in order for your product to be involved in

as many conversations as possible. Getting the forum opened gives people

a better sense of how great your product really is and is thereby free mar-

keting, if you also SEO the forum properly it will work as a great mannikin

dressed in your product for everyone else to see. Straight from google.

Simultaneously it gives you a peephole for what people think of your pro-

duct, what updates that are necessarily for the product and so on.

To get the forum going we suggest you make it a bigger part of the custo-

mer service. Questions related to the product and product function move

from private E-mail responds to the forum. And then you should off course

participate in the forum but give the transparency around your product

to make people see how you answer and giving others the opportunity to

answer too.

SourcesPovilas korop, Selling to Developers: Ten Lessons Learned – on D2D mar-

keting

Taylor Armeding, The Future Of Open Source Software: More Of Eve-

rything – Open source market,

Thank you!

Adam Landberg, Lovisa Aronsson, Makda Gebre,

Ronny Kinuthia, Victoria Gladkiy

If any questions should arise, please contact us here.