A software development company kicks off their inbound marketing journey

Client – a custom software development company

“David has a very solid understanding of both the marketing and engineering world and the never-ending changes occurring within each. As a result, is not only a marketing asset but a valued resource for the struggles we face in doing our job.”

President, a Software Development company

“I was talking to a potential customer today in our intro call and they literally started reading excerpts from our website to me! LOL. I guess we are doing something right with this content!!!”

President, a Software Development company

Before

Before working with RocLogic, the client felt like their marketing needed more direction. They needed someone to “push forward with marketing stuff, because when things get busy marketing falls by the wayside”.

They were also struggling to keep a pulse on the dynamic world of inbound marketing, in areas such as SEO and Google Ads.

After

The client has been very happy with the progress.

After teaming up with RocLogic, the client started to see how inbound marketing can attract SRLs (Sales-Ready Leads) to raise their hand (a marketing machine in action).

Outcomes

  • Started attracting inbound SRLs

  • Website is evolving into a more market-focused site

  • Improved understanding of how inbound marketing works

Capabilities demonstrated

  • Inbound marketing
  • Content marketing
  • Search Marketing
  • Niche topic exploration, selection, testing, and analysis
  • Ad creation, management & optimization
  • Search Engine Optimization (SEO)
  • Facilitation of content creation / modification / optimization
  • Digital footprint suggestions
  • Domain authority analysis and suggestions
  • Updates / additions to website content, messaging, and organization/flow
  • Website UX improvements
  • CRM (HubSpot) tips & suggestions
  • Sales tips & suggestions

The Journey

At a high level, the journey essentially consists of this high-level iterative flow:

  1. Find a reasonable niche.
  2. Create / update content.
  3. Start testing.
  4. Analyze market feedback.
  5. Iterate / pivot / optimize.

Initial niche selection

This involved interview-style Q&A, along with market exploration and problem-solution-market alignment to select a few niches.

Create / update initial content

RocLogic encouraged the client to overhaul their website a bit, to update their CMS editor, menus, plug-ins, tools integration, etc. The client acted as the WebDev (Website Developer), and RocLogic facilitated with various suggestions along the way.

RocLogic also facilitated the creation / re-work of various pages (e.g. landing pages, case studies, About page, Contact page) to facilitate alignment with niches and overall UX.

The process for our short-form (e.g. landing pages, case studies) content creation interactions varies a bit, but typically looks something like:

  1. RocLogic identifies a page to be updated or created.
  2. RocLogic asks page-related questions.
  3. RocLogic or the client creates a draft or modifies existing content.
  4. RocLogic and the client iterate back and forth.
  5. Client gives the page a thumbs up to publish.
  6. RocLogic publishes the content on the website.

Start testing

RocLogic created ads and kicked off the initial set of experiments / tests.

Analyze market feedback

RocLogic analyzes market feedback. This is an iterative effort to understand what’s working, what’s not, where to put more effort, and where to kill things off.

Iterate / pivot / optimize

RocLogic continues to iterate to explore / refine niches to align with the market and the client’s interests and capabilities.

We’ve started working together on longer-term efforts in the form of thought leadership, particularly articles.

RocLogic facilitates article creation, suggesting topics and helping the client create clear and empathetic content, while helping the client express their own views of the world.

The process for our interactions will likely evolve, but at the start looks something like:

  1. RocLogic explores topics to suggest or agrees / disagrees with a topic the client suggests.
  2. Once we agree on a topic, RocLogic and the client work together on direction and intent until the client has enough understanding of the topic to create a draft.
  3. The client creates a draft.
  4. We iterate back and forth, refining and providing feedback to each other.
  5. The client gives the content a thumbs up to publish.
  6. RocLogic publishes the content on the website.

Ready to start building a marketing machine?

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