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Eddie Velosa

I was tasked with crafting a content marketing strategy to roll out WooPayments across diverse markets in Brazil, Argentina, and South Africa. I took a fully integrated approach, tailoring messaging for different audience segments and directing merchants to a central marketing landing page in their native language.

There were plenty of standout features to highlight, and I’ve included some examples of the copy I used below. Just a heads up: this was back in 2019, so things have slightly evolved since then.

On top of that, I created a 3-week email sequence designed to onboard merchants onto the platform with a call-to-action to download, install, and activate the plugin. The first email, which I’ve shared as a sample, set the stage for early adoption and paved the way for a successful launch.

Landing Page

SEO LP with key branding and messaging.

Key Metrics
  • Page Views
  • CR & CTR
  • Bounce Rate
  • Traffic Source
Email Sequence

Nurture key audience segments.

Key Metrics
  • Open Rate
  • CR & CTR
  • Click-to-Open Rate
  • Bounce Rate
Website Display Ads

Drive product engagement and awareness.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
WordPress Banner

Prominent admin banner served globally.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
WP Menu Badge

Notification CTA in the admin panel.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
WP Dashboard

Card placement in the WP Dash after login.

Key Metrics
  • Impressions
  • Engagement
  • Reach
  • CR & CTR
Case Studies

ROI profiling of early adopters.

Key Metrics
  • Page views
  • CR & CTR
  • Bounce Rate
  • Traffic Source
Use Cases

Usage profiling of early adopters.

Key Metrics
  • Page views
  • CR & CTR
  • Bounce Rate
  • Traffic Source
Blog Posts

TOFU series on e-comm payment platforms.

Key Metrics
  • Page Views
  • CR & CTR
  • Bounce Rate
  • Traffic Source
Comparison Pages

Breakdown the pros and cons of competitors.

Key Metrics
  • Page Views
  • CR & CTR
  • Bounce Rate
  • Traffic Source
Top-Level eGuide

Brand authority pillar with canonical links.

Key Metrics
  • Page Views
  • CR & CTR
  • Bounce Rate
  • Traffic Source
Webinar

Tutorial demonstrating product benefits.

Key Metrics
  • Impressions
  • Views
  • Subscribers
  • Form Fills
Social PPC

User testimonials signaling adoption and ROI.

Key Metrics
  • Impressions
  • CPC
  • ROAS
  • CTR
Newsletter

Announcement to active merchants and developers.

Key Metrics
  • Open Rate
  • CR & CTR
  • Click-to-Open Rate
  • Bounce Rate
Media Blast

Distribute talking points to targeted media.

Key Metrics
  • Organic Reach
  • Domain authority
  • Earned Traffic
  • New Leads
Co-Marketing

Leverage key partnerships with developers.

Key Metrics
  • Brand Lift
  • Adoption Rate
  • Organic Reach
  • New Leads

Landing Page Copy

H1: Welcome to WooCommerce Payments
Subhead: The official payment gateway for WooCommerce stores.

CTA: Download Now

H2: Built by Woo for You
Subhead: The only payment solution designed exclusively for WooCommerce and supported by our world-class product development team.

H2: Start for Free, Pay as You Go
Subhead: Accept secure debit and credit card payments in 135+ global currencies with no setup costs or monthly subscription fees.

H2: Fuel Sales with Flexible Payment Options
Subhead: Meet customers where they are by giving them the flexibility to pay their own way.

H2: Accelerate Growth with Stronger Sales and Revenue
Subhead: Streamline your checkout process with more, faster ways to pay.

H2: Manage Your Dough Like a CEO
Subhead: No more amateur third-party plugins—do it all with WooCommerce Payments.

H2: One Dashboard, All the Bells and Whistles
Subhead: Monitor payments, track revenue, and forecast sales directly from the WordPress dash.

H3: Earn Fast with Instant Deposits
Subhead: Instantly deposit earnings for a flat fee or schedule deposits to your bank for free. Read more about instant deposits.

H3: Boost Recurring Revenue
Subhead: Offer subscription-based payment plans with WooSubscriptions and turn first-time buyers into lifelong customers.

H3: Collect Payments on the Go
Subhead: Accept in-person payments using the BBPOS Chipper card reader and get paid wherever your business takes you.

Stripe Partnership CTA

H2: Fight Fraud with the Strength of Stripe
Body: We’ve partnered with Stripe Radar to bring real-time fraud prevention to WooCommerce Payments. Stripe Radar’s machine learning technology analyzes and adapts to each customer’s unique payment profile – combatting fraud without compromising the customer experience.

H3: Trained by hundreds of billions of unique data points.
Subhead: Learns from billions of transactions to assign risk scores to payments.

H3: Equipped with Dynamic 3D Secure 2 technology.
Subhead: Sets precise rules to flag and block suspicious transactions.

H3: Detects IP spoofing and unusual proxy usage.
Subhead: Scans every layer of the financial stack to detect risk.

Email Geo-Launch Sequence (Brazil Sample)

Email #1 Subject Line: Saudade! WooPayments is coming to Brazil. 🇧🇷
Email #1 Preview Line: Big things are in store for your WooCommerce store.

Email #2 Subject Line: Cha-ching! Profits incoming. 💰
Email #2 Preview Line: {{ first_name|default:’Woo Merchant’|title }}, get ready to get paid!

Email #3 Subject Line: Woo-hoo! WooPayments is here. 🥳
Email #3 Preview Line: Download Now to increase your earnings.

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Hi {{ first_name|default:’Woo Merchant’|title }}, 👋

Welcome to WooPayments, the official payment gateway designed exclusively for WooCommerce stores – built by us, for you. As a Brazil-based store owner, you can now download and start using Woo Payments right away with no setup costs or monthly subscription fees.

Branded CTA: Download Now

WooCommerce Payments simplifies, streamlines, and safeguards the payment process for you and your customers – taking you from today’s sale to tomorrow’s scale.

No more amateur third-party plugins. WooPayments lets you manage your money, track your profits, and monitor payments in real-time from a single, centralized dashboard. You can even issue refunds and process returns with a single click.

H2: Do It All with WooPayments

  • Manage all of your transactions in one place
  • Accept secure payments anywhere in the world
  • Get paid in minutes with Instant Deposits
  • Fuel sales with flexible payment options
  • Boost recurring revenue with WooSubscriptions

{{ first_name|default:’So’|title }}, are you ready to unlock your earning potential? Secure and streamline your checkout process to transform it into a powerful sales engine and start increasing your revenue with WooPayments.

Branded CTA: Start Earning Now

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