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7 tips to prospect clients in the B2B sector

Posted on by lauvane

7 tips to prospect clients in the B2B sector

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Customer prospecting is of the utmost importance for any business. In the case of companies in the Business to Business (B2B) sector, the rationale is that their target audiences are more rational, specialized, and informed compared to those in the Business to Consumer (B2C) market, which requires a methodical, analytical, and a very orderly segmentation process. This comment is especially relevant after understanding that, according to HubSpot Research, more than 40% of company salespeople think that prospecting is the most difficult part of the sales process, followed by closing (36%) and qualification ( 22%).

We at Isource Marketing aim to provide you with tips on how to prospect successfully. Therefore, we’ve compiled a list of seven things to consider when segmenting clients in the B2B sector.

1. Define the buyer persona and segment your prospects.

A buyer persona is a generalized depiction of your ideal customer. It is obtained through the use of qualitative and quantitative data derived from market research, competitor knowledge, and existing customer profiles. In terms of prospecting, varying factors, such as geographic and demographic, must be considered.

According to HubSpot Research, over 40% of company salespeople think prospecting is the hardest part of the sales process, followed by closing (36%) and qualifying (22%)

2. Make use of customer journey maps

Observing your potential customers’ real web behavior will help you discover who they are and what they want. The customer journey map is the ideal tool for accomplishing this. It is a process that individuals go through from the minute they show interest in your product or service until they become actual customers.

3. Create a value proposition for the product or service

The information that the marketing and sales teams will communicate in their work is critical, which is why the value proposition must be included in your prospecting plan; it includes market research with the goal of identifying client demands for the success of your product and services.

4. Establish prospecting sources and methods

When developing a prospecting strategy, you must have a technologically advanced and powerful data platform that can provide analysis and intelligence services capable of finding new clients amid large volumes of data. Prospecting via social networks, such as LinkedIn, is essential in the B2B industry, in addition to internal databases and phone calls.

5. Verify that your leads are qualified.

In the B2B sector, qualified leads are companies that are interested in your product and, in the best case, will become customers. To do this, you must ask the appropriate questions in order to determine whether or not they are qualified for the sales process. Click here to learn more about how to generate leads in the B2B sector on our blog.

To reach your target audience more effectively, you must develop a multi-channel communication plan.

6. Create and use multi-channels

To effectively target your audience segments, you must establish a multi-channel communication plan based on your buyer persona. There are certain B2B companies that are more effective than others. LinkedIn, as previously mentioned, is among the most significant, as are email marketing, advertisements, content marketing, and paid advertising through Google AdWords.

7. Define performance metrics

High-quality B2B sales and marketing areas continually assess the effectiveness of their efforts. They can achieve better performance and productivity on their goals by tracking and taking action to improve important metrics.

Are you ready to begin your prospecting strategy?

We understand the importance of sales management in your company, and we also recognize that a proper prospecting strategy is one of the first steps toward success. At Isource Marketing, we are happy to help you effectively segment your target audiences. We have a highly qualified team and more than 15 years of experience as a strategic partner. Contact us! https://old.web.isource.us/#contact

Project Account Manager
Passion: Nature and well being

UX Writing: Creating Human-Centered Content

Posted on by lauvane

UX Writing: Creating Human-Centered Content

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One of the biggest challenges when writing on digital platforms is making the texts clear, concise, and useful. There is a powerful tool for this known as UX Writing (User Experience Writing), which is nothing more than writing based on the user’s experience, interaction, and emotions during the process. 

Many people believe that this technique is new, however, it is not. People have been writing for interfaces for as long as they have existed. UX Writing adds value by formalizing the practice with advanced guidelines. Furthermore, its demand is constantly increasing, and it is closely related to UX Design (User Experience Design), a process that seeks to create digital products that generate relevant and significant experiences for users through design, usability, and more.  

Read the blog New UX Design Trends. 

Writing based on the user’s experience, engagement, and emotions throughout the process is UX writing.

Although the difference between UX Writing and Copywriting is very subtle, the first aims to guide and help, while the second informs, persuades or sells.  Do not confuse UX Writing with Micro Copywriting, which aims to synthesize concepts through short texts in order to make browsing and usability more humane and simple.

What qualities should an attractive UX Writing have?

Clarity.

A clear text, with simple and direct language, is the best way to help the user understand and process the communication.

Consistency.

Consistency in the texts is key to generating trust in the user. For example, in an online course sales app, if the user purchases course “X”, that name (or text) must be the same throughout the purchase process. 

Precision.

The instructions must be specific, that is, they must explain exactly what must be done in each instance.  

Conversational.

Texts that point to a discussion are more appealing, warm, and pleasant; surely, with the appropriate tone of voice.

What Are the Advantages of UX Writing? Quite a few! At Isource Marketing, we highlight the 5 most significant advantages:

  1. Helps empathize with users. UX Writing determines the tone of communication with users. It is key to creating a connection of empathy and trust between the product and the users.

  2. Humanizes the product. The UX writers are in charge of developing the language for the product-user interactions, therefore their goal is to humanize the products by establishing a relationship between them.

  3. Increases conversion rates and user engagement. A good UX Writing strategy is CTA ( Call to Action)which helps improve conversion goals. The idea is to create texts that lead to action and make communication effective.
     
  4. Create smoother interactions. Understanding how to use a digital product can be very difficult, so good UX Writing is responsible for providing all the necessary information for the user and improving their experience.

  5. Reduce the amount of time users spend on apps. Having all of the steps clear ensures that users utilize the app for the necessary amount of time, avoiding frustrations and increasing the likelihood that they will use or recommend the app again.

Then there are 4 comparative examples with texts, one using UX Writing and the others not.

The UX Writer

The UX Writer must be capable of creating content that offers the digital platform logic, coherence, and order. Furthermore, it determines how the company’s voice should be expressed and simplifies the customer experience. To structure an optimal interface, you must be familiar with UX Design and work closely with designers.

The UX Writer must be capable of creating content that offers the digital platform logic, coherence, and order.

As we could see in this blog post, users want the experience on websites and applications to be clear, concise, and useful. UX Writing is one of the tools for doing so. At Isource Marketing we have writers specialized in this area, as well as a group of designers 100% focused on UX Design. Contact us for your next digital project! https://old.web.isource.us/#contact

UI/UX Creative Artist
Passion: Digital Art

More science and less fiction: Artificial Intelligence applied to Marketing

Posted on by lauvane

More science and less fiction: Artificial Intelligence applied to Marketing

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Artificial Intelligence (AI) is the simulation of human intelligence by machines. It’s likely the first thing that comes to mind when you think about science fiction films like Terminator. What you probably didn’t realize is that this enthusiasm is grounded in reality: we live in an increasingly connected and intelligent world. Today, you can build an airplane, invest in stocks, and even connect your CRM to your inbox to prioritize the most important emails. And the numbers speak for themselves: According to SEM Rush, the projected annual growth rate of AI between 2020 and 2027 is 33.2%.

Its use in marketing is not far behind. AI utilizes its technology to gather data and information needed to make automated decisions. How?  Through the use of big data analytics, machine learning, and other processes to gain insights into target audiences.  

This is how, with AI, the Marketing department may gain a better understanding of its consumers’ behavior and, as a result, build strategies that maximize the return on investment (ROI). Mercado Libre, Amazon, and Spotify are just a few of the firms that have benefited the most from its use.

According to SEM Rush, the global Artificial Intelligence industry will take the lead in the following years, with a market size of 190.61 billion dollars expected in 2025.

Here are six examples of how AIis changing the world of marketing:

1.Chatbots

Chatbots are applications that allow you to simulate a conversation with a real person by providing automatic responses to your most common doubts or questions. Companies have started using them as an alternate way of managing customer service while facilitating communication throughout the entire Customer Journey, particularly in Support areas

2. Voice search

The feature allows searches carried out by the human voice in systems that can understand it. Its use has expanded in accordance with the development of mobile devices and acts as an alternative to written searches. The advancement of technology in this sector has resulted in the introduction of several search assistants such as Cortana and Siri. These assistants can process and comprehend the user’s natural language and interact with it thanks to AI.

3. Image recognition

A process carried out by software that recognizes images from complex mathematical algorithms. AI is capable of identifying, analyzing, and comparing the arrays of bits that make up a digital image, in order to carry out some action based on the information obtained.

4. Creating Content

Creating content is difficult, and creating high-quality content is much more challenging! However, AI enables engines to produce personalized, appealing, and conversion-optimized content, providing users with unique experiences. This is due to the fact that AI is capable of learning the preferences of our key audiences and generating material based on their interests.

5. Programmatic Advertising

A smarter way to advertise online. Advertisers pay for their ads to be shown only to their target audiences, allowing brands and consumers to connect at the right time, place and in the right way, thereby detecting that a specific person has a real interest in receiving a certain advertisement. This is how programmatic advertising is growing very quickly in the media, and everything indicates that this trend will continue to rise.

6. Analytics and Data Driven Programming

AI is used in the analysis and measurement of results. This is completely necessary for ensuring the success of any strategy, because AI performs real-time tracking with contrasting information for local decision-making, assisting in the resolution of problems and proposing changes to the strategy to better suit the user.

According to SEM Rush, by 2022 companies are expected to have an average of 35 AI projects.

How can the Business to Business (B2B) and Business to Consumer (B2C) sectors benefit from AI?

The incorporation of AI in the B2C field has occurred more quickly and naturally than in the B2B world, which has been changing in recent times. This is primarily due to its ability to process enormous amounts of data that are very useful to improve the customer journey, lead generation, personalization of messages, and the offer of products and services in real-time, to name a few. This skill, which is nothing more than Big Data, has been the foundation of countless companies and their individual Digital Marketing plans for companies in both industries.

At Isource Marketing, we are continuously improving our knowledge and use of AI technologies, and we have a professional team that develops projects in the most efficient way, with services that improve our clients’ experiences. Contact us at https://old.web.isource.us/#contact for more details. We are happy to assist you with your digital transformation strategy!

Front End Developer
Passion: Videogames, Drawing

Augmented Reality in social media: the next step in your digital strategy

Posted on by lauvane

Augmented Reality in social media: the next step in your digital strategy

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What is augmented reality? It is a technology resource that provides users with interactive experiences by combining a virtual component to a real physical environment with the use of digital devices. Although its origins date back to the early 20th century and its term was originally created in the early 1990s, it is now embedded in everyone’s lives and continues to progress at a fast pace.

We use augmented reality on a regular basis, and it is present in our everyday lives primarily for entertainment purposes. However, companies utilize AR to improve sales, enhance product or service presentation, train employees, and even analyze statistical data. Click on this link to visit our blog, where we discuss the benefits of augmented reality, virtual reality, and extended reality in the corporate sector. 

In this blog, we will examine the operations and benefits of augmented reality in social media. Before we begin, let’s look at some numbers. According to Statista, the number of social media users worldwide climbed from 1.22 billion to 3.09 billion between 2011 and 2021. According to eMarketer, in 2020, 30% of users interacted with augmented reality content on social networks monthly. In 2021, that number was predicted to grow 7.2% and reach a total of 46.9 million users. Eye-opening, right?

In 2020, 30% of users on social networks interacted with content relating to augmented reality on a monthly basis.

These statistics demonstrate how social networking through mobile devices has become a part of our everyday lives, making it an important platform for developing immersive augmented reality experiences. There was speculation that Facebook had purchased Oculus in order to become the next large social network. Although significant progress has been made in this direction – remember the last push of Metaverse: Horizon Worlds – there are already communities, applications, and social events for virtual reality, with which augmented reality is without a doubt the number one technology for immersive social interaction.

The most significant advantage it provides in social networks is its distribution, which is far simpler and more widespread than virtual reality. It is compatible with a large number of smartphones on the market. The Snapchat filters, which have over 300 million active users, and Instagram filters, which have 1.4 billion active users, are the most visible evidence of its value.

As a result of the abovementioned, we can conclude that companies from all sectors, both B2C and B2B, have enormous potential to promote their products and services on social networks and platforms that utilize augmented reality.

Augmented Reality might serve as Facebook’s point of entry into the Metaverse.

So let’s take a look at the 5 benefits of using this awesome immersive social media technology in your next social media marketing strategy:

  • Enhances the user’s experience

    Augmented reality merges the virtual and real worlds, dramatically increasing user experience and, as a result, improving consumer satisfaction with a product or service.
  • Keeps the audience’s attention for a longer time.

    According to The Drum, augmented reality can keep consumers’ attention for up to 85 seconds. Additionally, you may enhance your purchase click-through rate by 33% and your engagement rate by 20%. This suggests that, regardless of the quality of the campaign, Internet users are likely to pay attention to and engage with augmented reality experiences.
  • It helps generate buzz around the brand.

    Augmented reality may be utilized to increase indirect sales and boost brand awareness. It contains playful, innovative, and surprising features that, when well executed, may create a pleasant atmosphere around the brand, product, or company itself. A well-designed augmented reality brand experience might just get people talking about a brand and associate it with positive emotions like joy and excitement.
  • Encourage engagement.

    Increase brand engagement by providing consumers with new, immersive experiences that hold their interest longer than a static image or text. Additionally, augmented reality allows for interaction with products and advertisements at various stages of the consumer experience. It may be used at the pre-sale, point-of-sale, and post-sale phases. It may also be utilized in gamification and branding applications to engage consumers.
  • Drive the Playable Ads model

    Instead of promoting a conventional advertisement, brands can have their customers participate in a game centered around a product for a certain period of time. Consumers would be able to touch and rotate objects while an indirect promotional message is communicated and no specific purchase action is pushed. On the contrary: augmented reality aims to provide a preview of the product or service so that the potential customer may use the experience to learn about their qualities. 

Types of Augmented Reality

AR based on projection

AR based on recognition

AR based on location

AR based on superposition

AR based on schemes

Conclusion: It is clear that augmented reality is here to stay on social media. Its ongoing growth and competition among the various platforms that develop it have meant that consumers and businesses alike benefit from it.

And, as a Digital Marketing and Communication agency committed to the development of immersive experiences, Isource Marketing has created a variety of Instagram and Snapchat filters as well as experiences. Here are two that we really like:

HalloSource is a frightening filter that we created for Halloween 2021. It is a fun experience in which the user may choose their preferred mask and give a great terrifying scream with it.

Valentine’s Day is rocking! Long live love! Also, long live rock! To celebrate Valentine’s Day, we put on a rock performance using this filter.

Are you ready to explore the world of augmented reality? At Isource Marketing, we have experts in the development of apps for different viewers and platforms, not just for augmented reality, but also for virtual and extended reality. Contact us at https://old.web.isource.us/#contact!

Front End Developer
Passion: Videogames, Drawing

Design thinking: Think big to generate value for your business

Posted on by lauvane

Design thinking: Think big to generate value for your business

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Design thinking is an iterative process that utilizes a set of design techniques to generate, develop, and test new ideas in order to create products and services that are technologically possible and financially viable.

It is based on the generation of empathy, by understanding the problems, needs and desires of users, as well as teamwork, since it values the contribution of various collaborators who participate in the process. It also promotes the playful side, that is, enjoying the process itself and fostering the ease required for the process to be effective.

Why should you apply design thinking in your business?

More and more Business to Business (B2B) companies recognize the value of design thinking, and we are frequently asked by current and prospective clients how to incorporate this technique into their internal processes in order to better understand their clients’ needs and enhance sales.

According to some research, team members that utilize design thinking outperform those that use other innovative approaches, particularly in terms of relevance and viability, since it places the human being in the eye of the hurricane, which is critical for any business.

There are several techniques for design thinking. One of them, perhaps the most used, is SCAMPER, an acronym for Substitute, Combine, Adapt, Modify, Propose other uses, Eliminate and Reorganize. The Customer Journey also stands out, although it is not a creative technique, it appeals to the journey made by the consumer in the purchase cycle, which allows information about their habits to be obtained. . Lastly, there is the Mind Map, a visual technique that manages to stimulate neuronal connections, giving rise to innovative and surprising ideas. 

5 stages of design thinking:

1. Empathize: It is about understanding the problem that the client needs to solve. This phase usually begins with a user or consumer research.

2. Define: It consists of identifying and defining the needs and challenges that we face.

3. Generate ideas: Thinking outside the box is crucial at this stage, in order to seek alternative ways of looking at the problem and identify innovative solutions.

4. Make prototypes: We begin by determining the best solution for each challenge. We must build or design very primitive versions of the final solution.

5. Perform tests: The evaluators thoroughly test and review the proposed sketches or solutions. It will revert to previous stages if necessary to make modifications and improvements.

In what other processes does it help to implement design thinking?

1. It allows for the improvement and growth of other stages of the sales strategy. Because it encourages innovation and creativity and results in more relevant value propositions for customers.

2. The current digital dynamic encourages feedback and insight discovery. It is now feasible to communicate directly with customers through technical means, such as forms, email marketing campaigns, and social media.

3. Encourage teamwork. Involving individuals from all positions in the development of solutions boosts motivation.

4. Optimize costs. It allows low-cost implementations before making decisions and making larger investments.

As you can see from this blog, the design thinking process may assist you in developing successful solutions for your projects. And, as a communication and digital marketing agency, Isource Marketing is here to support you. Do not hesitate to contact us by clicking here: https://old.web.isource.us/#contact

Creative Director
Passion: Music

If your business wants to attract millennials, read this article. You may be surprised!

Posted on by lauvane

If your business wants to attract millennials, read this article. You may be surprised!

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The millennial generation (born between 1981 and 1996) is the first to come of age in the new century and is expected to be a key economic force in the decades ahead. According to Gallup, it is the largest labor force in the United States, representing 73 million people. To the surprise of many baby boomers, it is predicted that by 2025, millennials will make up 75 percent of the global workforce. Shocking right?

Millennials are the first generation to be born in the digital age. This generation is well recognized for rejecting traditional lifestyles such as marriage and having a traditional family. In comparison to past generations, they tend to emancipate from occupations more rapidly. Millennials are communicators, multitaskers, nonconformists who value their free time and want to live in a better environment, and their consumption patterns are heavily impacted by technology. The great majority of them, without a doubt, own a smartphone, through which they carry out a substantial portion of their activities, such as playing, shopping, learning, working, and interacting with the world.

Millennials actively influence purchasing decisions and consumer habits.

In this article, we will discuss how the Business to Business (B2B) sector can incorporate functional design elements into their digital marketing strategies to engage this target audience, given that millennials actively influence purchasing decisions and consumption habits. According to the organization B2B International, 73 percent of individuals who are employed already have an active role in the company’s acquisition of products or services.

A challenging generation and a significant challenge for businesses

One of the aspects that millennials take into account the most is the experience with the brand. They are twice as likely to abandon a brand forever if they don’t like it and twice as likely to recommend it to others if they had a great experience. 

When it comes to advertising content, millennials are more skeptical than other generations. They look at advertising with caution, including content produced by influencers. However, they do trust content created by other users. Not to mention that their favorite place to consume it is on social networks. 

Taking these factors into account, businesses that want to target this generation must focus on the millennial customer experience, which includes listening to their viewpoint, recognizing weak areas, and working to solve them innovatively. It is a collaborative effort that requires integrated, flexible, viral, and credible marketing strategies. These strategies should focus on user experience (UX), which seeks to meet the satisfaction and needs of users in terms of information architecture, interaction, usability, prototyping, and visual design.

When it comes to advertising content, millennials are more skeptical than other generations.

As a result, we will share six digital visual design trends that, in our opinion, are the most powerful for a B2B organization to make millennials fall in love with the ever-demanding millennials:

1 Semi-flat design

In addition to flat design, it combines shadows and gradients into the vector design, which adds depth without sacrificing the minimalist qualities.

2. 3D

Without a doubt, 3D has been one of the most innovative tools in graphic design in recent years. With the rapid evolution of modeling software, there are more possibilities to create incredibly realistic-looking textures and shapes.

Below, you will find the redesign of one of our top clients: NETGEAR Insight’s website, which showcases the entire business product line as a single ecosystem managed from the Insight platform.

3. Gradients

Instagram has been a pioneer in this movement for a few years. Creating a logo using gradients was unfathomable in the days of paper and print, but they are increasingly being included in the digital landscape. Today, this approach is frequently included in the branding of major corporations.

Another example: Security Assessment Online, which is a security level self-assessment landing page for companies, which aims to showcase the solutions that best fit the customer’s needs.

4. Cinemagraph

Created back in 2017, cinemagraphs combine static and moving images, which allows for more realism and provides a sensation that cannot be achieved with a simple image.

Another example of Cinemagraphs is from NETGEAR’s landing page with its partner MEGAPIXEL that shows how ProAV switches help deliver high-quality graphics on Full HD displays in high-end spaces.

5. Colors

Calm blues stand out, conveying peace and tranquility. In a chaotic world like ours, earth tones create a mental connection with the environment and generate pleasant emotions. Citrus hues are associated with freshness and optimism, while the contrast of black and white stands out more than the market’s oversaturated style of striking tones.

6. Retrofuturism

A popular style in 2021 that was created in the 1980s when many imagined various elements of the future and  was highly used, hence the name that references the future while still mentioning retro to acknowledge the past. It is recognized by the use of geometric forms and neon colors.

We hope you enjoyed this review of how companies must fully commit to the renewal of their products, services, brand image, marketing strategies, communication, and advertising content if they don’t want to lose the vote of the most influential generation: the millennials. The section on visuals discussed, when applied properly, will make your business plan successful within the demanding generation. At Isource Marketing, we have a highly qualified team of designers, illustrators, and creators ready to help you take your brand to the next level. Contact us now by clicking here: https://old.web.isource.us/#contact 

UI/UX Creative Artist
Passion: Digital Art

Once upon a time… Storytelling in B2B

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Once upon a time… Storytelling in B2B

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Who doesn’t like stories? We live in a world surrounded by them; in fact, our life is a story in itself. Companies have recognized the potential storytelling can have and are utilizing it to captivate their consumers and potential customers.  What exactly is it, and why does it hold so much opportunity in the Business-to-Business (B2B) world? The solutions to these questions may be found throughout this blog.

Storytelling, in its purest form, is the art of telling, creating, and adapting stories in situations with a beginning, middle, and end, with the objective of communicating messages from an emotional perspective. 

In content marketing, it is a powerful tool because it allows you to tell stories about a brand and its products, and while it has been used for many years by companies in the B2C sector, one may ask if it can make a positive impact in the B2B world, whose buyers tend to be driven by logic, evidence, and facts?  The answer is simple: absolutely, because it has been proven that even in the coldest industries, the transmission of emotional, compelling, and entertaining stories has unimaginable effects on target audiences.

In content marketing, storytelling is a powerful tool because it allows you to generate emotional, compelling and entertaining connections with your audiences.

To help you understand it a bit better, here are three examples of how three B2B companies used storytelling to get their message across from a human perspective:

  • Adobe: https://bit.ly/3rjErPk

    This hilarious Adobe Marketing Cloud ad conveys the value of the marketed product without boring the viewer at all. The video begins in an office with employees dealing with an unexplainable rise in orders and doing everything they can to complete them. The ad concludes with a touching and humorous visual that should not be missed!

  • Slack:https://bit.ly/3rt1ya6

    Slack collaborated with Sandwich Productions to create the 2014 film “So Yeah, We Tried Slack.” From the perspective of the production company’s employees, the video depicts the widespread acceptance of today’s favorite corporate communications platform. It’s a clever idea that’s worth watching and analyzing.

  • Hootsuite:https://bit.ly/3d3ZVHJ

    Hootsuite discusses why certain organizations aren’t successful on social media in this animated video in a clear and honest tone. It then outlines how it may assist companies in resolving the challenge
    •  

Did you like watching videos? Now, we’ll provide you with six tips on boosting your marketing campaigns using the art of storytelling.

1. Identify

It’s the first step in telling a story, and to do that you have to ask yourself:

Will the audience be familiar with what I want to tell?

What do they want to know?

What challenges would my readers face without my product/service?

When you understand who they are and why they require your product/service, you will be able to interpret how to convey a clear message that will enhance the engagement of your campaigns.

2. Try to have a structure

Good storytelling has a logical thread, i.e. a beginning, a middle, and an end, which makes the story easier to understand. Consider the following elements:

The protagonist: the customer.

The antagonist: the challenge.

The mission: the journey to overcome the challenge.

The execution: the solution to the challenge.

The climax: the result.

3. Be sure to listen

It’s critical to understand what people want to hear and where they want to hear it. Do some research to understand your audience’s challenges, which will lead you to the best platform for telling the story. For example, if you find that people love short videos, you may create and share animations with amusing characters on social media.

4. Harness the power of gamification

We like this one since we at Isource are specialists in the execution of immersive experiences and the positive outcomes they generate. By gamifying your storytelling, you provide your audiences unimaginable power with quizzes, games, puzzles, and countless other resources for them to learn what your product or service accomplishes, for example.


By gamifying storytelling, you give unimaginable power to your audiences.

5. Let your customers tell the story

It enables the customer to control the story and showcase his or her own experience, humanizing it through case studies, success stories, testimonials, etc.

6. Share stories with data

Numbers and narratives are both required. In fact, stories and statistics are strongly intertwined. One aids in the establishment of an emotional connection, while the other fosters trust in the realities of the situation.

The storytelling field has no boundaries, and we are confident that your company has a variety of elements to create effective and empathetic stories and, as a result, communication pieces that captivate your audiences. And we at Isource Marketing are here to help you since we have designers and copywriters that have been trained to do so. Interested in contacting us or scheduling a call? Find us here: https://old.web.isource.us/#contact We look forward to meeting you!

PR & Media Coordinator
Passion: Arts, Nature

Digital Marketing Strategies for Tech Startups

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Digital Marketing Strategies for Tech Startups

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Startups are a leading business model that drives innovation and economic growth worldwide. Each year, new types of products and services are created by startups. They serve as a great example of entrepreneurial creativity and ambition, as well as the emergence of ground-breaking concepts. Unfortunately, marketing is not one of their strong suits. And it’s understandable: most of them got their start not by writing case studies and sending emails but by building cutting-edge technology. Not to mention that traditionally, digital marketing was only available to large corporations in the B2B (business-to-business) and B2C (business-to-consumer) sectors. 

However, there is some good news. According to First Site Guide, 7.1% of the startups in the world operate in the fintech industry. Followed by life sciences and healthcare with 6.8%, artificial intelligence with 5.0%, gaming 4.7%, adtech 3.3%, and edtech with 2.8%. Modern startups are drawn to the internet and digital technology, despite the lack of precise industry distribution data. As a result, a strong online marketing plan is essential for every business hoping to achieve success. 

When it comes to digital marketing, Tech firms should put a lot of effort investing into many different aspects. Most importantly, this powerful tool is here to stay, and it can quickly enhance your Tech startup’s success. Today, web advertising is more inclusive than ever before: it knows no boundaries. For example, if you have a software company and you want to target customers in several countries, online marketing will help you achieve that. In this article, we will guide you through some ways to develop an effective digital marketing strategy for your Tech startup.

1. Create a Buyer Persona

Developing a buyer persona is the most critical step in digital marketing and that’s the reason we put it at the forefront. This includes gathering important details about your audience, such as age, name, location, income, job, their demands and how they search for products and services on the internet. Once you have successfully gathered this information, you can focus on building the right marketing strategy. There is enough evidence to suggest that the buyer persona is essential for every modern business. Even more so when it comes to a Tech startup, because many IT experts have already joined the initiative to offer their services to customers all over the world.

2. Email marketing

Did you know that email marketing continues to dominate the startup marketing world?  This tool allows you to connect with your target audience in ways that no other channel can. While it is a platform that has been around for many years, it is still one of the most effective startup channels, which is why marketing giants suggest relying on email newsletter solutions to harness the full potential of email marketing. 

Developing a buyer persona is the most critical step in digital marketing

3. Start a blog

​​Creating a blog is one of the most successful ways to begin increasing  traffic in the technology startup sector. Remember, you have great tech skills to capitalize on, so if writing isn’t your strong suit, hire a writer or content creator. It is one of the most effective methods to showcase your brand’s story and spread the word about your products and services. Blogging will help with SEO and increase your search rankings. Take advantage of all the ways you can benefit from your content efforts. A couple of ideas are to include relevant and reliable sources and links in your blog posts, link your website content to posts, and write guest blogs to improve brand awareness and get your name out there. Blogging also gives you a lot of versatility. You can decide the direction of your blog and the type of content you want to share. For example, you can write about anything from specialized technology topics to industry news.

4. Social media

While social media is a powerful networking platform, it has also evolved into a savvy marketing tool that businesses in a number of sectors use to broaden their reach. And because it’s a huge platform, crafting your startup’s social media marketing strategy can be overwhelming. You could start by determining the platform that fits your brand. Facebook, Twitter, Instagram, Tik Tok, Reddit, Pinterest and LinkedIn all have unique things to offer. All these platforms offer many ways to engage with audiences, from joining the discussion on a trending hashtag to publishing articles on LinkedIn and empowering employees to act on your company’s behalf. Participate in LinkedIn groups and answer questions on Quora. At the same time, seek out discussions that are relevant to the solution you offer and find a way to help out.

5. Use paid search advertising (SEM)

Paid search has become a very popular advertising channel for startups. It allows users to buy laser-targeted traffic on search engines such as Google and Bing, two of the leading paid search networks that offer the ability to target keywords on a cost-per-click (CPC) pricing model. Using either of these networks, you can create customized ads for your startup that appear in search results when someone searches for a keyword related to your business. 

SEO is the foundation of successful digital marketing

6. Influencer marketing

Prominent Tech leaders who have huge followings on social media have authority and influence within the IT industry and market. Influencer marketing can be very powerful in this sector when companies utilize these tech leaders. If they have the secret sauce, i.e. a large following in your industry, they likely have influence over your target market. Partnering with these content creators can help you drive brand awareness to your target audience. Once your target audience is aware of your startup, your goal is reached. 

7. Include SEO everywhere

Search engine optimization (SEO) is the foundation of promising digital marketing. Besides being the basis of organic marketing, it is a key determinant of long-term marketing success. In fact, most marketers and experts associate SEO with long-form content or as part of the best blogging practices. However, you can use relevant keywords in your social media posts, hashtags, product descriptions, etc.  We suggest you incorporate an SEO strategy into your blog posts, overall content curation and marketing strategy. In addition, including long-tail keywords in your topic selection and blog content is an effective way to attract traffic in the long term. 

8. Retargeting / Remarketing

Email marketing, social media advertising and display ads are great for retargeting strategies. Retargeting is basically a marketing campaign based on a user’s past behavior. For example, LinkedIn allows you to set ads for specific individuals based on what they have done on your website. Meaning, if someone visits your website, adds an item to a shopping cart but doesn’t complete the purchase, you can place an ad for that product on LinkedIn and/or send the user a personalized email reminding them to come back and complete their purchase.  While the terms “retargeting” and “remarketing” are sometimes used interchangeably, the main difference is that retargeting is primarily concerned with sending cookie-based ads to potential customers, whereas remarketing is typically email-based.

So, now you know. At Isource we have all the tools and resources you’ll need to make your startup marketing campaign go through the roof. From creating a buyer persona and social media strategy to developing a search and SEO campaign, you can count on us to provide the best support possible at https://old.web.isource.us/#contact Contact us!

Project Account Manager
Passion: Nature and well being

The importance of a good influencer marketing strategy

Posted on by lauvane

The importance of a good influencer marketing strategy

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One of the most powerful and convenient strategies that companies utilize to enhance their campaigns on social networks is influencer marketing, where relationships are established between brands and influencers who share a common audience. For companies in the B2B (Business to Business) sector, whose purchase volume is much higher and the impact of word of mouth weighs much more when making decisions, following in the footsteps of influencers is essential.

Many big-name B2B brands, such as Microsoft and IBM, have taken advantage of influencers’ abilities to grow their business, so if you are contemplating working with influencers, it is time to take action and generate a plan. Below, we list six recommendations for this purpose:

1. Set goals and KPIs

The golden rule: you cannot execute a marketing campaign without knowing its purpose, which is why establishing SMART objectives, that is, specific, measurable, achievable, relevant, and temporary, must be a priority. Before you do, ask yourself: Am I looking to reach more paying customers? Do I want to strengthen the reputation and authority of my company or brand in the industry? Or do I want to generate more registrations for an upcoming event? Your answers to these questions will determine the ultimate goals of your influencer marketing strategy!

After you have defined the objectives, the next step is to assign appropriate key performance indicators (KPIs) to each one. KPIs are the variables, factors, and units of measurement that generate a marketing strategy, and are crucial when evaluating the performance and ROI (return on investment) of the campaign.

2. Select the most convenient channels

Social networks are full of information from influencers who speak on a myriad of topics. The most relevant networks are where your current and potential customers are, and where potential influencers generate content. LinkedIn and Twitter are two of the most convenient platforms to run your campaign. LinkedIn allows you to build credibility and create a meaningful network, while Twitter allows you to enhance conversations that are valuable to your business.

Read the blog Everything you need to know about B2B influencer marketing

3. Select the Influencer

The first thing you should do is identify influential people in the field of your company, whether they are highly recognized, have a relationship with your organization, or even are a part of the company. They can be clients, followers, collaborators or an employee. Create a map with possible candidates, investigate their history, strengths and weaknesses, the social networks they use, the type of content they publish, and take into account the key metrics of their accounts: Audiense y BuzzSumo. In any case, it is important to take into account the standard classification that most companies use to understand influencers according to the number of followers they have:

When choosing a person for your B2B influencer marketing strategy, prioritize quality, and focus on making sure they are connected with the right people and that you share the same message and motivations.

4. Set a budget

Cost for rewards is the first variable you should have in sight. How much money from your digital marketing budget could be set aside for this? And while it is true that the influencer can be rewarded for mentioning your product, service, or company, a very successful influencer marketing strategy requires a monthly budget and resources that are aligned with your goals and objectives.

There are different compensation models:

  • Cost per engagement, according to the number of interactions they generate with the content.
  • Cost per click, according to the number of clicks they generate towards a landing page.
  • Cost per post, based on a fixed sum for each piece of content generated.
  • Exchange model, in which products or services are offered in exchange for content.
  • Cost per acquisition, which is compensated for the conversions they generate. These include filling out a form, subscribing to a newsletter, or making a purchase, for example.

5. Create validated guidelines

Both parties – company and influencer – must establish some guidelines with which they agree, such as the objective of the activity and scope of work; the tone and voice of the brand and campaign; examples and templates for publications; lists of topics or information that cannot be shared publicly, among others.

6. Measure and analyze

It is essential to monitor the campaigns since you cannot improve what is not measured. Make sure the influencer performs their activity according to the guidelines and scheduled dates. Also, you must monitor the campaign to ensure its effectiveness and check the ROI. A very useful free tool for this is Iconoquare.

In conclusion: there is no doubt that influencers are a great resource to leverage your digital marketing plan, with great possibilities for visibility and recognition. Are you interested? Contact us! Our experts are ready to guide you. For more information, click here.

PR & Media Coordinator
Passion: Arts, Nature

Learn why your company’s website should be Mobile-First!

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Learn why your
company’s website should
be Mobile-First!

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In 2015, Google made an important announcement: that for the first time, it had received more searches from mobile devices than from desktops. Since then, the digital world has focused on the development of new concepts and strategies for mobile web design. Therefore, the mobile-first trend has revolutionized the creation of pages by prioritizing the mobile version website design and later adapting it to the desktop version.

The statistics speak for themselves. In January 2021, Data Reportal registered 5.22 billion unique mobile users, representing 66.6% of the world’s population, which is something truly impressive. According to a study by the Pew Research Center on Generation Z (born between 1995 and 2015), 55% use their smartphones at least 10 hours per day. While according to the Global Index, 95% of people use their mobile devices primarily for social media or chatting with their friends while watching TV, and 72% have purchased a product online in the last month on any device. There’s no doubt that mobile matters a lot.

With the mobile-first indexing method, Google primarily ranks content based on the mobile version.

Mobility offers consumers exactly what they want in a single moment and not as a product in itself. Could we think that mobility is a new cultural paradigm that companies should adopt? Well, at Isource we think so, that is, in digital transformation strategies based on mobility, including all types of companies, even those in the B2B (Business to Business) sector.

The myth of mobile-first in the B2B sector

Some still think that sending and receiving emails on a desktop computer is essential in a B2B company. However, this is not entirely true since today, many officials carry out most of their online transactions through a mobile device. It is evident that regardless of their nature, companies need to provide a pleasant experience on mobile devices.

There is no doubt that B2B buyers differ from B2C (Business to Consumer) when it comes to their customer experience or customer journey. Generally, the complexity of the buying process for B2B users is more sophisticated and expensive; It is not a simple process such as “click and buy X product”. However, in recent years, we have seen how this behavior has been changing and is increasingly common among B2C consumers.

So why should B2B companies be targeting mobile-first? Mobile email optimization, for example, is a key factor in increasing opens, clicks, and revenue. Since most consumers use a smartphone to check their emails, then the websites and other digital communication vehicles of B2B companies should function well on small screens. Here are some compelling reasons why B2B companies should seriously consider employing a usability-based approach for mobile devices:

  • Adaptation: When developing a website it is important to think about mobile because it will be easier to adapt it to a desktop; otherwise, it will require many adjustments.

  • Usability: If the access to the web is intuitive and easy, surely the users will be able to carry out more actions within it. An online store, for example, will show an increase in sales.

  • Speed: Mobile-friendly websites commonly have faster loading times than traditional websites.

  • Compatibility: It is easier for users to share your content on social networks from a mobile phone than from a computer.

  • SEO: As we mentioned in the beginning, Google will index your website more if it is adapted for mobiles and if your consumers stay on it for some time; otherwise, you will no longer be relevant to the search engine.
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Take a look at these mobile first developments we did for three of our clients:

Are you ready for your website to be mobile-first? At Isource Marketing we have a team of designers who are experts in usability and user experience, as well as programmers capable of making your website adapt to any device. Click here and get to know us better!