Post by account_disabled on Mar 4, 2024 22:13:58 GMT -7
In this interview, Eva , Marketing Director of Rated Power, tells us how you can achieve results in a niche market. Tell us about your professional experience and about Rated Power How does your content team get inspired to create new topics in a niche market? Niche, implies a smaller size of your audience. Do you consider this an advantage or disadvantage? Because? And regarding the SEO strategy, how is the content optimized to reach your qualified audience? What content formats and best on Rated Power to generate interest in potential clients? Finally, what is the contribution of content in customer retention? Tell us about your professional experience and about.
I have been in the world of marketing and communication for more than 13 years, first in the offline field (PR and Events) and the last 10 in the online world. For more than 4 years I was working in London in multinationals such as Paypal or Teradata until my return to Spain, where Industry Email List started working at CARTO and falling in'worker' and as an advisor for Google for Startups ; community of which I have been a part since 2018. I am currently Marketing Director at RatedPower where I define the B2B Marketing strategy in addition to managing a multidisciplinary team of marketers.
RatedPower is a technology company that develops software for the renewable energy sector . We have developed pvDesign , a cloud-based Software (SaaS) for the study, sizing, optimization and engineering of large-scale photovoltaic solar plants. It is mainly aimed at the needs of promoters and builders equipment manufacturers or financial entities and funds. pvDesign transforms the work of several weeks of the engineering team in just a few minutes, thus allowing, on the one hand, to analyze and carry out many more projects and possibilities in less time and, on the other, to optimize those solar plants, so that they are more profitable.
It is essential to know our audience – we work in B2B but we target people – so the first step in developing a content and campaign plan is to 'take a step back' and know the profiles of the people we are targeting. : what they need, what their problems are, where and how they find information to solve their doubts or problems, quarter taking into account the needs of the business, relevant events and developments in the sector, trending topics in the industry, our product and, of course, an analysis of keywords and trends. All this without losing sight of our mission, vision, values and tone.
In addition to this 'internal' work of the Marketing team, in order to create quality content relevant to our trends, it is very important to give voice to both other teams of the company in direct contact with our clients and leads – sales and product – as well as to the clients. That is why it is also very useful for us to carry out work dynamics with other teams such as workshops or brainstorming work sessions , surveys, attending meetings with clients, etc.
In addition, the entire Marketing team is part of other groups from both the industry and marketing in different channels to always be up to date with trends and innovate in the way we present our content.With all this, the team makes a 'place composition' and makes a content proposal on different channels, periodicity, markets, for different audiences... which we validate and execute by quarter.
Niche, implies a smaller size of your audience. Do you consider this an advantage or disadvantage? Because?The truth is that for me it is neither an advantage nor a disadvantage; but rather something that professionals who are dedicated to B2B marketing have to work with when planning our content strategy and Marketing campaigns. Obviously, we have to forget about search volumes for our 4 or 5 figure keywords, as well as certain types of 'promotional' campaigns that work in B2C and that bring us quasi-immediate $; since also in B2B we usually have sales cycles of several weeks and in which different decision makers intervene.
However, I believe that if the exercise of identifying our buyer persona and their needs is well done, it is easier for us to see good results and obtain good conversion ratios since we know exactly who we are talking to , with what tone we have to do it, what messages work, and where we can find them; with which we can more 'easily' select which media to invest in, which channels, formats, etc. and what type of campaigns and content to work on (both owned and paid). Being clear about our market niche and buyer persona therefore helps us decide in which media we should invest and what the message should be. In addition, the message to be communicated in all our campaigns can be clearer and more effective since it facilitates consistency. And when a message is clear and concrete, people understand it better and it becomes a powerful source of differentiation.
I have been in the world of marketing and communication for more than 13 years, first in the offline field (PR and Events) and the last 10 in the online world. For more than 4 years I was working in London in multinationals such as Paypal or Teradata until my return to Spain, where Industry Email List started working at CARTO and falling in'worker' and as an advisor for Google for Startups ; community of which I have been a part since 2018. I am currently Marketing Director at RatedPower where I define the B2B Marketing strategy in addition to managing a multidisciplinary team of marketers.
RatedPower is a technology company that develops software for the renewable energy sector . We have developed pvDesign , a cloud-based Software (SaaS) for the study, sizing, optimization and engineering of large-scale photovoltaic solar plants. It is mainly aimed at the needs of promoters and builders equipment manufacturers or financial entities and funds. pvDesign transforms the work of several weeks of the engineering team in just a few minutes, thus allowing, on the one hand, to analyze and carry out many more projects and possibilities in less time and, on the other, to optimize those solar plants, so that they are more profitable.
It is essential to know our audience – we work in B2B but we target people – so the first step in developing a content and campaign plan is to 'take a step back' and know the profiles of the people we are targeting. : what they need, what their problems are, where and how they find information to solve their doubts or problems, quarter taking into account the needs of the business, relevant events and developments in the sector, trending topics in the industry, our product and, of course, an analysis of keywords and trends. All this without losing sight of our mission, vision, values and tone.
In addition to this 'internal' work of the Marketing team, in order to create quality content relevant to our trends, it is very important to give voice to both other teams of the company in direct contact with our clients and leads – sales and product – as well as to the clients. That is why it is also very useful for us to carry out work dynamics with other teams such as workshops or brainstorming work sessions , surveys, attending meetings with clients, etc.
In addition, the entire Marketing team is part of other groups from both the industry and marketing in different channels to always be up to date with trends and innovate in the way we present our content.With all this, the team makes a 'place composition' and makes a content proposal on different channels, periodicity, markets, for different audiences... which we validate and execute by quarter.
Niche, implies a smaller size of your audience. Do you consider this an advantage or disadvantage? Because?The truth is that for me it is neither an advantage nor a disadvantage; but rather something that professionals who are dedicated to B2B marketing have to work with when planning our content strategy and Marketing campaigns. Obviously, we have to forget about search volumes for our 4 or 5 figure keywords, as well as certain types of 'promotional' campaigns that work in B2C and that bring us quasi-immediate $; since also in B2B we usually have sales cycles of several weeks and in which different decision makers intervene.
However, I believe that if the exercise of identifying our buyer persona and their needs is well done, it is easier for us to see good results and obtain good conversion ratios since we know exactly who we are talking to , with what tone we have to do it, what messages work, and where we can find them; with which we can more 'easily' select which media to invest in, which channels, formats, etc. and what type of campaigns and content to work on (both owned and paid). Being clear about our market niche and buyer persona therefore helps us decide in which media we should invest and what the message should be. In addition, the message to be communicated in all our campaigns can be clearer and more effective since it facilitates consistency. And when a message is clear and concrete, people understand it better and it becomes a powerful source of differentiation.