Introducing the Viewstream Growth Matrix. Dive in below as we discuss how these four areas can work together to put your business on the path to growth and beyond.
Networking is like finding a new friend: you’re simply on a search to connect with someone on a deeper level. And from one successful relationship, many more will blossom. Networking can feel cold, however, it can warm up quickly by attending top events relative to your industry and interests. So, get searching in your area.
Demand generation is an art…and a science. Targeting the right audience in the best market to buy your product can be complex. And to achieve scale, you’ll need to drive awareness and interest in your offering. A follow-up mechanism allows you to place contacts inside a pipeline, qualify the ones that have a need, and finally, generate more customers.
You have a relationship with one of your contacts, either personally or professionally. Now, it’s important to cultivate relationships with periodic meetings. Meetings are about them, not you. They’re also about listening and understanding their goals. So, prepare a bunch of questions and be prepared to listen.
Your greatest assets are your established relationships. As your offering already aligns with your customer needs, it’s time to nurture those relationships. It’s not only essential to maintaining your existing client base, but it utilizes more personal forms of communication. Now it’s time to give more than you ask, and deliver value at every step along the way.
Viewstream is excited to be bringing home some new hardware! Between the awards programs of the Telly Awards, Communicator Awards and Hermes Awards, Viewstream received nine.
The 37th Annual Telly Awards has awarded Viewstream five Bronze awards in the category of Online Video. With over 13,000 entries from all 50 states and numerous countries, this is truly an honor. The Telly Awards, a premier award honoring outstanding creative work in video and film productions and online commercials, recognized Viewstream for creative videos for Autodesk and ClearCare.
Two of those same videos each received Silver Awards of Distinction from the Communicator Awards, the international awards program honoring creative excellence for communication professionals.
Finally, the Hermes Creative Awards has presented Viewstream with two awards in the categories of Microsite and Interactive Capabilities. Our work with Autodesk Suite Recommender earned an Honorable Mention and the Autodesk InfraWorks Microsite earned the Platinum Award, the award given to those entries judged to be among the most outstanding in the competition.
We add these nine new awards of recognition to our collection of previous distinctions for our work with clients including Microsoft, Autodesk and Adobe. Thank you to all who helped us get here!
Check out the winners:
- Bronze Winner, Online Video, Autodesk BIM 360 Docs
- Bronze Winner, Online Video, Autodesk BIM Solutions for Infrastructure
- Bronze Winner, Online Video, ClearCare Platform
- Bronze Winner, Online Video, Future of Making Things
- Bronze Winner, Online Video, Project Alexandria Teaser
- Silver Award of Distinction, ClearCare Platform
- Silver Award of Distinction, Project Alexandria Teaser
- Platinum Winner, Microsite Category, InfraWorks Microsite
- Honorable Mention, Interactive Capabilities, Autodesk Suite Recommender
See our complete list of awards here.
No matter how great your product is, if you are marketing to the wrong person and/or industry, you will have challenges. Identifying the right target audience is the most important thing you can do for your business and marketing. This market/customer fit, and the continual process to discover and rediscover the fit as times change, is the eternal task of business.
Some businesses have tight fits that make marketing relatively easy. For other businesses, we need to perform more trial and error between offers, content and targets, using various media, like 3rd party publishers, 1st party data, social media, email lists and others.
Don’t assume the marketplace cares about you (they don’t). Put in the time and effort to identify the right targets, reach them with creative, put them through a funnel and then sell.
The only thing you can count on is that the magic bullet is not magic. The latest algorithm, creative trick or marketing automation tech won’t solve your marketing problems. You need a human touch.
Getting marketing right requires a real understanding of why your product and company is unique. To help, Viewstream created a “Positioning Generator“. It’s the marketing team’s Mad Libs. Fill in the blanks based on the prompts provided and get your positioning statement. It’s sure to get you thinking, at least. This type of statement ought to be a default part of your messaging, communication and go-to market arsenal.
Check it out here:
What can marketers learn from comic books?
Succinctly said, the power of comic and graphic novels occur in between the panels. Between panel A and panel B, a world of curiosity, sensibility and feeling is unlocked. It’s not what is said or shown, it’s what is not said or shown that is unique.
Think about that from a marketing perspective. How many times do we try to say too much about our product, solution or brand?
Comic books teach us to think about what occurs “in between the panels”. Say and show something creative. Then let your audience imagine. Let your audience translate their needs and desires into something our offering delivers.
What would happen if, for your next marketing project, instead of saying everything, you left some things for ‘in between the panels’?
Give it a shot and let me know how it works.
Digital marketing for technology companies is fundamentally different than marketing for the non-technical industry. Although it sounds like a simple distinction, if we unpack it, we discover surprising insights.
A few months ago, I had some conversations at the digital marketing SoDA conference that opened my eyes to the differences between digital and traditional marketing ecosystems. I’ve been living in the tech industry so long, that a new perspective from outside the fishbowl was clarifying.
“As a digital marketer, what is the biggest challenge you face working with your clients?”
This seemed like an innocuous question when our workshop leader asked, but the answers I heard were surprising. Except for me, the unanimous answer was: We focus tremendous time and effort convincing clients to believe in digital-first marketing. Then we have to ensure that the digital-first approach is accepted and operationally integrated into the marketing organization.
Traditional, mature companies like Coca Cola, Citibank, McKesson and Chevron completely understand how to communicate human feeling and value…
Read more of this blog post on Medium.com >>
We were recently asked to do a marketing audit by an investor of a troubled startup.
We.Software*, a young company offering software design services to healthcare companies, set forth to conquer the world. They had set aside a marketing budget of 100K per year over three years. Three years went by, but they didn’t get the traction.
When going back and analyzing the marketing spend by their marketing agency (a boutique agency based in Seattle), we noted that a full forty percent of the budget went to pure design related assets, like logo, website design and document assets.
If your agency wants to spend forty percent of a budget on design related assets, please find a new agency.
At the start of a company, lean and agile approaches means spending very little on design assets and more on customer research and product marketing (things that actually grow your business).
- For a logo, use a crowdsourced asset for an inexpensive logo.
- For a website, use a WordPress template.
As your company matures, there will be a place for more significant spend on design and brand assets.
In the meantime, here are things that maybe wise to spend your budget on:
- Explainer Videos:
- Helps to communicate who you are and why you are different to prospects and employees.
- Customer Research:
- Spend budget on research that delivers tangible information about your customer – this is invaluable and ought to be an ongoing process.
- Media Spend:
- Despite popular wisdom, it is never too early to put your name out there.
Viewstream can help with any of these items, and we won’t ask you to spend a ton of money on design.
By the way, We.Software went out of business.
*Not the real name!
Studies have shown that consumers are visually drawn to human faces, but does this maxim hold true for a digital advertising campaign for high-tech software? After conducting a thorough A/B test, we were surprised by what the results showed.
Viewstream is thrilled to receive top honors at the 36th annual Telly Awards. The Telly Awards, a premier award honoring outstanding creative work in video and film productions, online commercials, video and films has presented our agency with two accolades this year. Of the nearly 12,000 entries, Viewstream was recognized for its creative work supporting the products and brands of some of the largest companies in the world.
We received a Silver Telly Awards – the highest honor – for our work with Autodesk Seek in the Online Webisodes, Segments, or Promotional Pieces – Use of Graphics category.
Autodesk Seek from Viewstream on Vimeo.
Additionally, a Silver Award was presented for Viewstream’s work for Adobe Media Optimizer in Online Commercial – Use of Graphics.
Adobe Media Optimizer from Viewstream on Vimeo.
We add these two new Silver recognitions to our collection of seven previous distinctions by the Telly Awards for our creative work in online videos for clients including Microsoft, Autodesk, Adobe and ERA Real Estate.
See our complete list of awards here.
What matters to most potential customers is not what you say about your business, but what your existing customers have to say.
Video Testimonials are an effective marketing solution that communicates your value by demonstrating your offer in the real world. With strong Video Testimonials you can secure credibility, invigorate your sales cycle and span across multiple communications channels, all while you tell the success stories of your most valuable asset—your customer.
If you would like to know more about how Video Testimonials can help you drive home your marketing message, visit our Video Testimonials Resource Center linked below, which features eight example videos and case studies.
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