When we started this journey we promised absolute transparency, so let me start by saying last week was so *insert expletive here* frustrating. I struggle to switch off from the business at the best of times, but last weekend was particularly difficult.
We aimed to have ARM (Marketing Automation) setup, an SEO strategy nailed and Google Adwords ready to be tested.
Let’s start with SEO, and the can of worms this has opened up.
This was supposed to be an exercise to identify what keywords we want 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.
For example, part of what Paiger does is content curation. If you’re looking to solve your content curation problem though you’re likely to end up at Feedly. It does one thing and it does it incredibly well.
If you’re looking for social media scheduling, you’ll end up at HootSuite or Buffer – both great tools with free plans, large advertising budgets and a lot of content marketing.
Nobody is searching for the problem Paiger solves, and I’d love to be wrong about that but that is the conclusion we’ve come to.
Paiger does everything a B2B Marketing Manager needs for social media marketing, from curating content to scheduling, from LinkedIn tagging to pushing content onto your sales teams personal brands.
But that isn’t something people are searching for; they’re looking to solve one problem. Paiger doesn’t solve one problem, and without a free-trial to reach the “aha” moment, our pricing being higher than those around us and a far smaller marketing budget, this makes SEO/AdWords largely unviable for us right now.
The USP of Paiger is that we get salespeople sharing marketing content, so we’re exploring ways that people search for that problem.
Some keywords are “smarketing” and “sales and marketing alignment”. We’ll be writing content to target those words but we suspect they’ll contribute a small amount of website traffic. Still worth doing, but they won’t change our world – we’ll keep you updated on that as always.
So with that data in-hand, what is Paiger?
It’s crazy that we’re asking this question two years into our business, but in that time we’ve rebranded and the product features have changed dramatically so I don’t feel too bad.
When we started we focused solely on recruitment & staffing agencies, Paiger has evolved into a B2B marketing tool and we need to go through redefining our personas & product positioning all over again. It took our SEO exploration to discover that.
Paiger is a social selling and smarketing tool.
We’ve updated our website copy, we’ve updated our social media channels but most importantly, we’ve updated our mindset.
If you’re looking for a marketing tool that will bridge the gap between sales and marketing, that’s Paiger.
If you’re looking to schedule your social media, that’s HootSuite.
If you’re looking for content curation, that’s Feedly.
If you’re looking for passive leads from 3rd party content, that’s Sniply.
If you’re looking for URL shortening, that’s Bitly.
If you’re looking for a B2B marketing tool, that lets you curate content, schedule your social while tagging colleagues on LinkedIn, lets you push content to your sales team and measure the likes, comments, clicks they get while plugging into your Google Analytics so you can see everything against your goal conversions; that’s Paiger.
I don’t want, or need to compete with others when that is our USP. If we try to compete, we’ll lose. We don’t have the money or time – but also, we don’t want the same customers.
If SEO isn’t in our strategy, how will we acquire customers?
Our funnel is now a lot more direct, we’re going to use PPC (Facebook, Instagram, LinkedIn) to drive people to our valuable content.
Content such as this, our open-source marketing.
We’ll use LinkedIn outreach to nurture connections and followers and drive people to sign up to the Beer With Darren podcast where they can listen to interviews and advice from leading marketers.
We’ll use email outreach to introduce our sales and marketing survey to people, a survey which highlights the problems we solve. Sales and marketing are not aligned, and by using Paiger to help solve the problem you can increase website traffic by 10% in the first week.
We know we have a good product, with over 200 customers and word-of-mouth spreading, we just need to use marketing to accelerate this.
We need to educate before we “sell”
Some people may be reading this questioning why we’re not just running PPC advertising for the product, it would be a quick-win and shorter sales cycle. We’ll test it, but I believe it will burn cash and attract the type of customers we don’t want.
We have been running AdWords on “social media management” this week, and if we look at the keyword searches that has hit, the vast majority are:
“Free social media software”
This will be the same for Facebook ads. The customers we want to speak to are in B2B, they care about aligning their sales team (survey), they care about other marketers’ journeys (podcast) and they care about the journey of a SaaS business (open-source).
Once we’ve educated them on Paiger, and we’ve built a level of trust and brand recognition, we then have the right to showcase what we do.
Retargeting and Marketing Automation
This brings us onto retargeting. Probably the most crucial element of our PPC strategy as we’ll use it to attract the customers we want to speak to.
We’re plugging in Marketing Automation on our website and landing pages which enables us to track customer journeys and interactions, applying lead scores for each. If you’d like to know more about this, pop me an email and I’ll make sure we write more about it.
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 me and the brand, and where they can request a conversation with me.
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.
A frustrating week, but well worth it
We’re now implementing this strategy and a lot of next week will be on completing the setup of our marketing automation. I look forward to showing you how we get on.
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