Our clients are getting more informed by the day. They do a lot of research before any buying decision. How can a business prove it deserves them as clients? How can they promise a meaningful experience?
Miquido is showcasing the portfolio, using client logos, case studies, and testimonials.
Testimonials are so powerful because they’re seen as being really objective. The more someone outside the brand speaks of you, the higher the credibility.
When reading the case studies you see even more social proof, as in awards received by the apps they’ve built, the number of downloads.
Awards are also showcased:
When we reach the Miquido blog, we see more proof of their good work: Miquido was named a 2018 Google Certified Agency, and it seems this is not happening to many development companies.
Ok, now I trust you, I’ve seen some case studies. I think I’m ready to get in touch. How can I do this?
Well, it’s easy peasy, complete our contact form.
They used to do some basic segmentation via their form about a year ago, before the rebranding, like below:
Now (March 2019), they are leaving out the segmentation and go straight for email and the option to book a call.
They are monitoring the actions of website visitors using Hotjar, so I assume that they are interested in conversion rate optimization.
Miquido’s Inbound Marketing Strategies
Like we’ve seen so far, software houses approach content marketing as a channel for lead generation.
In tech B2B (non-SaaS), sales cycles are long, because of the high product value. This means knowledge needs to be proved through original and useful content.
In this chapter, we’ll look into Miquido’s content marketing strategies around reach and act from the RACE approach.
At this stage, Miquido is keeping its blog up to date.
The articles are written by marketers, the head of sales, head of R&D. It all depends on the content of the article and the background needed to write it.
Miquido also features case studies, that prove their expertise.
Miquido is also delivering content via Medium, and it seems this strategy pays off in terms of engagement.
They tackle topics such as AI app development or product design.
Now it’s time to move readers further down in the funnel. For that, Miquido uses CTA’s inside blog articles, that invite to a newsletter subscription.
For the case studies, the CTA invites readers to connect with Miquido and talk about project ideas.
Miquido is also offering a strategic session to those willing to continue the conversation.
Now, looking a bit more into the numbers, it seems that organic traffic is growing slowly. This year it managed to get over 1000 visits/month.
This means that there’s room for growth, but we all know that content is not quite easy peasy, it takes lots of work and patience.
Miquido’s Paid Traffic Acquisition
Miquido is experimenting with paid ads as well, as per Ahrefs and Spyfu.
The keywords focus on the bottom of funnel keywords such as “ software companies in uk”, “mobile app development company in uk”, or “hire flutter developer”.
I haven't seen any display or remarketing ads yet.
So, which are today’s main lessons?
Like in Codete’s story, being all-in for events means you open up to new audiences, audiences that can become future clients or future employees.
Conferences, workshops, hackathons seem to be the solution for a world that gets more in more digital, where human interactions get more and more treasured.
Experiences are more valued than ever and by building true and humane connections might just be your trump card.
In the long run, focusing on a more scalable strategy, like inbound marketing, will also pay off.
And don’t forget the employer branding. When you compete with other tens of IT companies for the same talent pool, you must be really smart about it. It’s tough out there and you’d better choose your weapons carefully: from salaries and perks, through the right communication means.
The Founder and Head Of Delivery at MAN Digital, responsible for all things top of the funnel, button of the funnel, and customer experience. Having worked in both B2B marketing and sales execution for over a decade. He has experience in both Enterprise and Mid-Size sales. Before founding MAN Digital, he worked at Electrolux and DHL in learning and development and Farnell Element 14 in sales. A whiz when it comes to sales engagement tools and a HubSpot revenue architect. At the moment also pursuing an Executive MBA at Quantic Washington University.