As a marketer, I am always interested in the latest trends. It’s important to know what’s working and what’s not. What should you keep doing and what new things should you try?
Marketing is ever-evolving and I feel like we have to constantly be learning and evolving too. I remember when I first started out, we were faxing invites to potential clients if you can believe that.
So, what trends do I see in the industry and what should ISVs add to their marketing strategy?
Unless you have been living under a rock you know virtual events have taken over, thanks COVID.
Many companies canceled in-person events in 2020, some postponed, but most went virtual.
Virtual events come in all shapes and sizes and can come with a hefty price tag. Some of the bigger events can cost you $10,000 or more. Sorry, those are just not in my budget.
I actually had the opportunity to plan 4 events and host 2 of them. When you are faced with such a hefty price tag sometimes you have to take matters into your own hands.
Virtual events can be very successful but also a ton of work. A stable platform is key. I used GTW and Hopin since we had a small budget. Both worked well for our needs.
In-person events are slowly happening again but I think virtual events are here to stay.
Chatbots are becoming increasingly popular. I don’t know about you but if I can get an answer to a question quickly and easily without making a phone call I am all for it.
Chatbots can be used in so many ways:
- Learn more
- Lead generation
- Customer success
It really can take customer service to a whole new level. It creates instant interaction with your site. There are free and paid versions so you will have to do some research on which ones will meet your objectives.
Gone are the days when everyone wants to read content, if you can show them in a video or animated gif you will get their attention.
Short video snippets are not only engaging but they can be eye-catching too, which will then lure your readers into learning more.
Experiment with the length of your videos to see what your audience prefers. Maybe animated gifs for a quick snippet of how to do something or a new product feature, a cartoon-type video to show how you can solve a problem, and have a longer demo video to see key features and functionality of your products.
All of these versions are great. You do need a variety, and you do need to test to see which ones are more successful.
They also all have a place. Animated gifs are great for emails, blogs, and social since they can see them right there in action.
Cartoon videos are also great for emails and blogs but make sure it hits a pain point they have and you have a story behind it.
Demos are usually better for website and product pages so customers can see the key features and functionality.
Videos do require some time so make sure you come up with a strategy of which ones you want to focus on first and how many you want to create.
No more riding solo
Collaboration with other ISVs, with other thought leaders, with others in the industry, has been a game-changer as well.
Instead of hosting a webinar about just your products or services, why not work with another ISV. This will give something new for your audience and theirs, you get to share the leads, you get to bring value together, and it’s so much cheaper than a virtual event.
I have done quite a few joint webinars in the past year and a half. We had one with over 100 registrants, one with over 50 registrants, but we also had one with less than 10. (still trying to figure out why that one was so low)
Doing joint initiatives means you’re sharing the workload and the leads. It really is a win for all.
This is why I started The ISV Society. After doing these webinars and virtual events, I knew there was a need. I knew I could help ISVs successfully work together and get leads in a cost-effective way. Learn more and get started today!