365 Pin Code

Challenge

365 Pin Code is a numerology enabled research and development business, which develops a tests predictive mathematical models in order to help people and businesses make better decisions. Most people perceive Numerology to be a “woo-woo-pseudoscience” which attracts those who are “away-with-the-fairies.” The challenge we faced was to name, brand and position this business online in a way which circumvented this thinking person’s pseudoscience paradigm, and, to then stimulate sufficient numerical curiosity that they would engage (even if sceptically so!) with the research findings and their personal and professional strategic relevance.

Strategy

From the get-go, the brand and online strategy was crystal clear. The brand, the logo, the website design, the colours, the webpage content, the language used to engage visitors, the research articles, in other words absolutely everything about the online presence, would have an edgy, contemporary, research and scientific look and feel. This would, if you will, visually breakdown the preconceived notion that numerology sites are for those who do not understand, nor know how to apply, critical thinking skills. Well researched numerology case studies would be published weekly.

Approach

In the world of SEO, content is king. And that folks, is always the bottom line. An extremely demanding productivity target was set. This was to produce a minimum of one well researched [minimum of 1500 words], numerology-based case study per week. The piece of research had to provide interesting strategic insights and clearly reveal why numerology is a massively useful and practical intelligence tool. The name of the business had to stimulate thinking and curiosity and not be immediately cognitively linked with the discipline of numerology. R&D will always be the centrally connected focus.

The Process

Business Name · Website Design · Research and Development · SEO and Social Media

Business Name

The name 365 Pin Code was chosen because once you understand your core numerology numbers (i.e. your personal, bespoke “pin code”), they offer up daily decisioning relevance (i.e. you can refer back to them “365” days a year!). The words “Pin Code” also connects people with something which is very private, very personal, very important. Face it, without knowing your pin code you’re never entering your online world, and today, everything important is done online. The business name had to be a mental hook; in other words, it had to be both memorable and engaging.

Website Design

The website was designed in a very bold and visually appealing way. It would not ever be too esoteric (e.g. people standing arms out, in fields of sunflowers, yawn!), but also not too stayed (sombre colours, greys, light blues etc.). The site had to have a powerful R&D feel to it and instantly connect visitors with the most recent, relevant, research done. This was achieved through a Breaking News section prominently leading the Home Page content. Every page’s content was written in a scientific, business-like manner and all content / research is linked back to practical and strategic applicability.

Research and Development

Every “numerology competitor” site was researched. Detailed analytics and note keeping revealed where all these were oh-so-similar. These similarities were then actively avoided. The weekly R&D contributions intelligently unpacked either a critically important past event / recent happening / significant success enabling moment. The numerology analytics, when applied, clearly revealed that these events were not random and therefore raised with the reader, the truth that numerology has both strategic planning intelligence and risk management / mitigation, value. All case studies were written in a scientific way, with the findings being supported by data and hard numerical evidence.

SEO & Social Media

Much effort was put into Instagram, Facebook and Twitter in order to create a footprint for 365 Pin Code in the social media space. Interestingly, Facebook and Instagram got the most positive responses and interactions. New business did flow from these two channels as did additional business, from more word of mouth referrals. The site’s SEO score really kicked up dramatically when the weekly R&D articles posted, surpassed 30. In just 6 months, 365 Pin Code succeeded at blasting past (Google, Bing, Yahoo) many of the well-established (as in been around for years) competitor sites. This proved that relevant, regular, well-constructed site content is always king!

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Gallery

Each well researched weekly blog helped drive the SEO, because relevant content is king!

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What the Client Said…

I needed a name that would instantly tell you that you are unique...

I am first and foremost a Research Scientist who, given my extensive research training, specialises in Research and Development. The Best Digital Agency’s brief was to help me to come up a business name which would immediately elicit much intrigue, and, which would instantly explain what I am up to. Next they needed to help position my extensive R&D work online, and in such a way that it would attract the interest of leaders, thinkers, strategists, futurists, innovators, entrepreneurs, the shakers and movers of this world who are actively searching for ways to create quantum leaps in performance. They also needed to subtly brand me as a Master Numerologist whose work has both Strategic Thinking and Strategic Planning relevance. Since the site launched, back in January 2018, they have fulfilled against my every desire and more. The SEO work especially has rocketed my work into pole position internationally, and branded me as a leader in the field of Applied Numerology. Now, when new international clients approach me, they do so in a manner which attests to their having respect both for my published work for what I do with numbers wise. I would never be where I am now were it not for the considerable online experience and intelligence which the The Best Digital Agency has provided me with.

Chris Styles, 365 Pin Code