Remember the days before Google? Some of us probably wouldn’t have been able to build our careers in the same way without access to all this up-to-date information, whether we’re content strategists or online “marketers.” François Lanthier Nadeau, our keynote speaker at the SPK Meetup on October 5, talked to us about his journey in marketing at Snipcart , from a more traditional approach to strictly online marketing efforts. It was the result of his experimentation that motivated the creation of the content strategy service for Spektrum clients.
Analysis: and there was light
Basically, Snipcart is a flexible e-commerce solution for developers and merchants that started at Spektrum (the Apollo13 part of our ecosystem).
Our gang of geeks needed an ally to help them get the product out there and grow their customer base: that’s where François came into the equation. Initially, the team deployed different slovenia mobile phone numbers database types of efforts, including participating in startup events, only to conclude that this wasn’t the most fruitful strategy for them, since they weren’t looking for funding. For François, the turning point came when he started digging into Google Analytics and noticed that the blog posts he was randomly publishing were generating more and more organic traffic (from Google) to the Snipcart site, in addition to a design award on the famous Awwwards site that brought in a lot of visitors! This realization led him to choose to focus on SEO and marketing content.
Content is king, or not
It’s often said that content is king, but if you don’t have the resources to develop it, there’s no point in diving headfirst into this approach. Let’s remember that content isn’t just blog posts. It can be answers on the knowledge telemarketing team with effective telemarketing training bb will never miss platform Quora , webinars, white papers, e-books, videos, or newsletters. You can also collaborate with blogs as a guest writer, in order to position yourself as an expert in your industry and shine outside your immediate network.
Content is not always the solution to direct acquisition research. It can support sales or customer service, for example. Also, it is only part of the possible strategies to adopt to grow your business online. There is no recipe to prioritize, since each organization is different. For some, other approaches (or a mix) will work better, such as:
- Paid Online Advertising
- Developing partnerships and affiliate programs
- Events and evangelism (gathering ambassadors who believe in the benefits of the product or service and naturally spreading it)
- Traditional sales, phone calls and the famous handshakes
- Public relations
- Hacks (e.g. creating fake social media accounts that recommend products on an online store). Be aware that this is an existing practice, but it’s not something we necessarily recommend!
Some elements of success
For Snipcart, content marketing was the way forward. François focused on:
- Know the needs, concerns and issues of your target audience well, in order to offer them content that answers their questions at each stage of their journey , from reflection to loyalty, including purchase;
- Analyze search intentions by keywords and pay particular attention to optimizing your texts and the entire Snipcart site for SEO;
- Allow the necessary time for your business to consumer reviews blog posts to reach out , since as we have already discussed, publishing a post alone is only a small step in an effective process ;
- Focus on themes that will have good longevity (we don’t want this, but if François were to take a break from Snipcart, the content he has optimized would attract readers long after).
Efforts that pay off
The results speak for themselves: initially, blog posts generated an average of 200 views and did not appear at the top of Google. Today, Snipcart’s content generates 6,000 to 30,000 views and appears on the first page of the main search engine in a few hours! The startup went from about twenty inbound links to more than 15,000, and from 5,000 views to 50,000 per month.
François explained that in the context of a small startup with limited funds and no external investment ( boostrapped ), “we don’t need to try to outclass indirect competition like Shopify. We can target different niches and generate results that still allow us to grow healthily.”
Once again, we were blessed by the enthusiasm of the participants and their contribution to the success of this fourth SPK Meeting. Several entrepreneurs and digital professionals were present to discuss marketing. We look forward to meeting again. To make sure you don’t miss anything, sign up for our newsletter !