Learn How A Start-Up Is Tackling Marketing
We'll be exploring all options for our marketing strategy like PPC, SEO, email marketing, account-based marketing and more as we take our business to the next level.
It's going to be seriously fun, insightful and challenging, especially because our background isn't marketing, we're tech guys.
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What Have We Learnt From 2020?
After a turbulent year for marketers, we had our fair share of failures but we've learnt a lot. Here are a few of our lessons learnt.
People buy from people so for us building up trust for our brand and the brand of the team is key. In doing this, we are tackling the socials of the brand and all employees, blogging useful tips for both marketers and recruiters, offering webinars and podcasts and branching into live streams in 2021. All with the goal of giving the best content possible to both communities. Because once a prospect trusts us, they are more likely to buy from us.
PPC and Retargeting
Our retargeting adverts went live across Facebook, Instagram, Google Display and LinkedIn. Being new to the PPC game we quickly realised without an efficient process to monitor each advertisement spend to the demo conversion, it would lead us to a lot of expense without a clear image of the impact. We paused and are starting back up in February so we can focus our efforts.
We plugged in Marketing Automation on our website which enables us to track customer journeys and interactions, applying lead scores for each. What Marketing Automation enables us to do is to run target adverts on the likes of Facebook & LinkedIn to showcase Paiger and the problems we solve. This will drive them to our website where they’ll have familiarity with the brand. That is our Marketing Qualified Lead. That is our ideal customer, educated on our brand and the problem we solve, asking to speak to sales. Running automated campaigns is key for our small marketing team.
Keeping our customers happy is extremely important, making relationship marketing key. By understanding how our customers use our product, we can see whether our roadmap matches up or where we need to pivot to. If we can continue to satisfy our customers and meet their needs it will go on to strengthen our relationship with them. Madly, we do relationship marketing but no where near as much as we should. So in 2021 our customers are going to get a lot more of our focus.
SEO... the can of worms this opened up. We originally thought it was an exercise to identify what keywords we wanted to target, and then choose keywords with low competitiveness (cheap!) to plug into Adwords to give us a running start. Instead, it made us realise that the vast majority of words a marketer would typically search for are competitive, and for every problem, there is a product or service that solves it. Nobody is searching for the exact problem Paiger solves, and we'd love to be wrong about that but that is the conclusion we’ve come to. Paiger does everything a Recruitment Marketer and a Recruiter needs from finding new clients that are hiring to building your personal brand. And although we're sceptical about the impact of SEO optimised pages on our website, we're optimising anyway!