Published on March 10, 2014
Rachael Wachstein |630.269.3725 BIG Content Marketing Ideas to Increase Sign Ups
Overview Intro #1 EXPERT RESOURCE #2 ORGANIC MARKETING #3 PARTNER UP #4 PR #5 GRASSROOTS
INTRO• In order to effectively market InVisionApp, I would begin with a discovery process. I’d assume based on the polls and follow up emails I’ve seen since signing up for InVisionApp that much of the research into the various customer segments has already been done. • To get myself up to speed, I would start by interviewing stakeholders including Clark Valberg and Ben Nadel to gain insights into the target audience, differentiators between InVisionApp and competitors like Balsamiq and Axure RP and influencers within the UX space. I would also evaluate the right channels for reaching the target audience.
INTRO • Once I have a clear understanding of the landscape and target audience I would develop detailed user profiles/personas based on the needs and problems faced by the target audiences and the solutions InVisionApp provides. The profiles and personas would be the lens through which all communications and content marketing strategies are processed. • Without having in depth knowledge of InVisionApp users and the UX space, I was admittedly flying blind while putting my 5 big ideas together. I relied on my knowledge and experience as a content marketing practitioner, interviewed many of my UX and front end design and development connections, researched influencers and competitors, watched all of the InVisionApp related content I could find including a great interview with Clark.
EXPERT RESOURCE One area that I have identified as a sign up generation tool is the InVisionApp blog. Currently most of the articles are –focused specifically on InVisionApp- new product features, interviews with influential users, etc. I would build out the blog according to the many different user profiles. The blog would act as the brand hub with high quality articles, infographics, videos, etc. on topics that the target audiences care about such as the psychology of UX design, best practices in user experience design, the blurry lines between designer and UX expert, interviews with influencers and high profile users such as designers from top companies, etc. From the hub, content would be distributed to additional channels.
The blog content could be seeded throughout the InVisionApp website to encourage sign ups, keep the brand top of mind with site visitors that haven’t signed up or who sign up but don’t use the app regularly, etc. Great content can go a long way towards slowing and preventing churn. Resources offered directly on the homepage EXPERT RESOURCE
I would create a video short series called “Flash of Genius” where I would connect with designers, developers, thought leaders, etc. to create :30 second videos on a wide range of topics. The interviewee would have :30 to say or show something profound and impactful. The video series could also revolve around mistakes that designers have made or lessons they have learned relating to the importance of communication with clients and team members. The videos would be branded InVisionApp but wouldn’t be specifically about the platform. The video content would live on the blog under its own category. I would also work to integrate the video content into email drip campaigns to existing users, distribute it on video sharing platforms, social channels including Facebook and possibly turn it into downloadable content that could be used to get people to sign up for email communications. Ex. A high profile designer could relay a story about early on in their career when they thought they had client approval on a project only to be given major changes at the end of the project. EXPERT RESOURCE
I would work with UX experts including Clark Valberg to create unique, powerful content such as an eBook on topics and processes important to the target audience. The eBook could be offered on the website, influential websites, via social networks like LinkedIn and Twitter, etc. In exchange for user data and maybe an auto opt in to an informational newsletter, the user would be sent a link to download an InVisionApp branded eBook. This will not take people away from the signup process. It can be used as a retargeting tool, a customer retention tool and sign up acquisition tool. EXPERT RESOURCE
Once we have a foundation of great content on the blog, I would distribute it through the right channels, optimized for keywords including branded keywords for those that know the brand and are looking for additional information, problem related keywords such as “how to build an app for dyslexic users” and solution seeking keywords like “best tools for android app prototyping”. Content distribution would be tracked in an “owned media” spreadsheet. I would use Google analytics to analyze the performance of the content and from those insights, I would continually fine tune my approach. *Content creation would be an organized and strategic process. I would create a detailed editorial calendar including the audience, goal, keywords, publishing channels, etc. EXPERT RESOURCE
Here are some additional thoughts on content development… InVision App Brand Specific: Content that answers questions, provides information and promotes InVisionApp. EXAMPLES Tutorials Demos of new features Demos that show problem/solution Customer testimonials White papers or eBooks on how the workflow and productivity features within InVisionApp makes designers with ADD more effective How to use InVisionApp With your clients. Get your stakeholders approval with InVisionApp before you’ve invested time and resources. When designing mobile apps in InVision, remember the 80/20 rule InVisionApp Users share best UX patterns for mobile apps. Best Patterns for Mobile Web Apps by Clark Valberg EXPERT RESOURCE
Thought Leadership: Content that demonstrates expertise by providing unique insights into the web design and development space. EXAMPLE Original research and studies on user experience, productivity, etc. Informative articles about psychology and design Research about the link between creative genius and ADD Trends in app and web design and development, etc. EXPERT RESOURCE
Tribal: Content that appeals to the various tribes and communities that the target audiences belong to. EXAMPLE Short video interviews with leaders and influencers in the web design and development space Content that pokes fun at the culture or universal experiences of target audience groups (Tribe: Office workers/professionals, Experience: Conference calls. “A Conference Call in Real Life” http://www.youtube.com/watch?v=DYu_bGbZiiQ) Funny video about file names and the trouble designers and developers can get in with clients- something all designers can relate to. xCorpUX.Rev1.clientedit.s tupid.ppt EXPERT RESOURCE Top 10 lists… Web design firms to watch NY web designers LA web designers
ORGANIC MARKETING In addition to creating content, it is always a good idea to find ways to get your user base to spread the word for you. This type of exposure is particularly powerful because it is peer to peer, an implicit endorsement of your product. In thinking about opportunities for InVisionApp, I came up with the idea of creating a user generated gallery of prototypes. Users will naturally want to show off their work (and not just to those involved in the project). I would work with InVisionApp to develop a user gallery. Projects could be exported to the gallery. The user would be prompted to share work that they are particularly proud of. They could even share work that they want community feedback on. The user would select a category for their work (I would need help coming up with these). For example a category could be eCommerce apps for android.
InVisionApp Gallery: Think Pinterest The gallery would display the user’s basic profile and their work. Users could send links to their gallery page to prospective clients, use it as a link in their resumes, etc. Users could also vote up prototypes to create a“best of” category. This is one way to make the app even more useful and user centered. The gallery may give users ideas for their own work and how they can use InVisionApp. The gallery entries would have sharing buttons for easy sharing on social networks, further spreading brand awareness. InVisionApp could feature some of the top prototypes on the blog, interview top designers using the app, etc. ORGANIC MARKETING
Partnering with complimentary services or companies is an underutilized content marketing technique. Once I understand who InVisionApp’s allies are, I would work to develop co- branded opportunities such as webinars. One idea is to put together a webinar called “Working Smarter, Workflow Hacks for Web Design Teams”. It could be a series of webinars done in conjunction with companies such as DropBox, web hosting companies, etc. I would reach out to the marketing teams at the companies with a proposal. If they were game, I’d project manage the development of the webinar series. The series would be promoted to the InVisionApp user base as well as most importantly to the users of the participating companies. PARTNER UP
Here’s a perfect example of partnering up from the world of content marketing. The Content Marketing Institute, Co-Founder of Velocity and the communications director from Eloqua are co presenting a webinar on the ways to combat information overload. All three companies are promoting the webinar, mutually benefitting from exposure to each other’s user bases. PARTNER UP
PR I have spent the past five years working within a public relations firm and have first hand experience with the important roll that PR can play in gaining exposure and driving sales for brands. Our clients often times want publicity but they don’t have a story. I am the go to person at the agency for creating news and story angles that get media attention. PR can be even more effective when it is part of a larger content marketing strategy.
Here’s an example of how I think… For InVisionApp, I would either pitch the following story angle myself or work with a PR partner to get the story out to the right media outlets. Because of the project organization capabilities of InVisionApp, the platform is an ideal tool for designers with attention deficit disorder- and there are many. I would create a pitch around the tie between ADD and creative genius (there’s a lot of research around this). The story would explore the link, why ADD is actually good for creativity, profiles of top designers with ADD and some of the issues that they face including organization, etc. InVisionApp would be mentioned as a tool that can harness the creativity of ADD designers while providing workflow tools that minimize their weaknesses. We could offer an interview with an ADD designer using the app along with an interview with Clark on what features InVisionApp includes that assist such designers. Although InVisionApp wasn’t build as a tool to help those with disabilities like ADD, we could easily get press around this angle. We could even localize the story for major markets, providing stats on designers with ADD in that particular market. I see national business and consumer media and trade media potential for the story. PR
We would support the PR initiatives with content on the blog around similar topics. For the ADD example, we might create a series of short video testimonials from ADD designers who find that InVisionApp helps them overcome their disability, articles that profile top creatives with ADD, product demos that explore specific features that are helpful in making ADD designers more productive. For online outreach, I would try to get links in to the supplemental content on the blog. PR
GRASSROOTS There is nothing more powerful than getting in front of your target audience and connecting with them. In my past life I worked to promote an animation studio based out of Tel Aviv. Their work was incredible. Their co founders came from Pixar and Ardman films. Even with big names on their resumes and a stellar reel, no one in the advertising world knew of them. I started by cold calling the big agencies in Chicago and gathered information about their processes regarding introducing vendors to their creative teams. I learned that most of the agencies had lunch and learn opportunities where vendors could provide lunch and come present. That is exactly what I did. Being able to tell the back stories of the animators and showing their powerful reel was all it took to secure some lucrative animation gigs with Ogilvy and Leo Burnett.
Something similar would work for InVisionaApp. I would work to identify groups of influencers, large companies specializing in web design, development and user experience. I would create marketing material in the form of emails, presentations, etc. and I would work to get in front of these audiences. Some high priority targets may be more open to hearing from Clark or someone with in depth knowledge of the platform. I would go after networks including web design meetups in major markets, large firms and agencies, etc. Networking offline is one of the best grassroots ways to gain brand awareness and generate sign ups. In some cases I may set up “sip and learns” where InVisionApp hosts a happy hour and I present a deck on the tool’s capabilities. Other times, an educational presentation on a topic like productivity for web design teams might be a better fit. GRASSROOTS
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