Building A marketing Strategy For IT Outsourcing Providers

Conversion-driving B2B product Campaigns

The Project

Our client is a software development company that builds web and mobile applications for startups and enterprises. The team develops solutions for American, Canadian, Australian, and European companies.

The company had a team of skilled developers behind its belt so the CEO was eager to expand the company’s client range. However, team leaders lacked the tools necessary to spread the word about their quality services. That’s where Chanto came into play. 

The Problem

When the CEO of the company reached out to Chanto, the organization had no marketing infrastructure. In fact, there was no one on the team to build and deploy promotion strategies. The website was poorly optimized for mobile and there were no lead and client acquisition funnels set up. 

Big-picture strategy

It’s common for business owners to not have a long-lasting marketing strategy, promoting their businesses one step at a time. In our experience, outlining the entire marketing journey is vital — in the future, marketing strategies help teams make correct estimates, plan budgets, and scale. On top of that, if you deployed a successful strategy once, the second-time implementation 

Transparency and communication

Reporting project progress is a number-one challenge when working with a vendor. Our team acknowledged that entrusting all marketing processes to Chanto puts a lot of stress on business owners. That’s why we were transparent in reporting and made sure that the CEO (and CTO who took a lot of interest in marketing) is a part of the decision-making. We developed a powerful mix of synchronous and asynchronous communication by using tracking (HubStaff), collaboration (G Suite, Trello), and communication (Telegram) tools.

Transparency and communication

Reporting project progress is a number-one challenge when working with a vendor. Our team acknowledged that entrusting all marketing processes to Chanto puts a lot of stress on business owners. That’s why we were transparent in reporting and made sure that the CEO (and CTO who took a lot of interest in marketing) is a part of the decision-making. We developed a powerful mix of synchronous and asynchronous communication by using tracking (HubStaff), collaboration (G Suite, Trello), and communication (Telegram) tools.

Long-term estimation

The main team’s willingness to commit to long-haul strategies like SEO, content marketing, and link building gave the Chanto marketing team enough time to research the market and niche competitors, build scalable sales pipelines and set up practices that keep running even without around-the-clock involvement.

Our action Plan

Our priorities

In hindsight, the main team was highly cooperative. The CEO gave the marketing department full freedom and autonomy and did not mind sharing project specs, giving interviews for guest postings, and joining our team on calls.

On top of that, we felt little resistance from the company to get rid of inefficient processes. Our marketers often bombarded the team with radical ideas, like a full website makeover — the founders welcomed the change.

Open-mindedness and the willingness to let go of bottlenecks helped us get the website off the ground relatively fast.

Creating The Flow

Challenges and roadblocks

Detecting bottlenecks

Before reaching out to Chanto, the company worked with marketing contractors. Apparently, the team prioritized short-term fixes over a reliable long-term strategy. Hasty decisions in SEO and link building cost our client website ranking, led to penalization, and filtered the website in Google. 

That’s why our team’s first step was to assess the damage. We used Ahrefs, UberSuggest, Google Search Console, and other SEO tools to gauge out duplicate pages and remove plagiarized content that hindered high search ranking. 

We pinpointed and recorded website performance issues (low speed, poor mobile optimization, low page contrast) — fixing those would become one of our team’s key priorities. 

Triaging the workload

Tech marketing is multi-faceted — to avoid confusion and brain scatter, we decided to outline the key platforms and processes that will become the pillars of the strategy. Since our client did not have a high-ranking website yet, to get an influx of leads and traffic, we decided to list the company on Clutch.co, GoodFirms, and other listing platforms. 

 

Also, we immediately started gathering guest posting opportunities on platforms like Dribble and Hackernoon. As for long-haul strategies, we chose to create a stable and converting client onboarding strategy along with an editorial calendar that matches the client’s needs as our focus.

for an emerging team, the focus is on

Establishing the brand

Spreading the word about the client on aggregator platforms led our team to the realization that the founders had little idea of what makes the company different or what type of projects they specialize in. 

 

Considering the wild competition in the software development market, our client could not afford to stay a generalist company. We needed to specialize. After a few discovery calls with the main team and thorough competitor analysis, Chanto marketers discovered a lucrative niche — we marketed the company as a data-driven web and mobile developer. Also, we built customer personas for different types of decision-makers — business owners, CTOs, team leaders. The ICPs were niche-sensitive, targeting decision-makers in both the private and public sectors (working on government-backed projects was on the CEO’s agenda).  

Clutch
100%
Good Firms
100%
LinkedIn
100%
Quora
100%

Tailor-Made Digital Marketing

Improving the look and feel

We used Google Analytics to find out how first-time visitors interact with the website. That’s when our team discovered that few users make it past the home page. The reason was clear — there were few pages on the website that could keep a user journey flowing. 

The discovery encouraged our team to commit to a drastic but necessary decision — a full website redesign. First, we would build a value-driving home page that presents the company’s cases and gives off a vibe of reliability and expertise. Also, we designed a custom, sleek blog to make sure users would read corporate posts head to toe and reduce bounce rates. 

Naturally, the Chanto marketing team focused on mobile optimization. As a mobile application developer, our client had to present an enjoyable experience to smartphone users. 

What the team accomplished

Scalable Content Marketing Strategy

Thorough SEO

Our team built a semantic core for each page of the website. Later, we used these search queries to choose relevant content topics and embedded the relevant ones into posts. Every month, the team assessed how well pages rank by set keywords using Search Console. Other than that, we built a network of internal links to make sure Google crawlers are comfortable when navigating the website. Our SEO team created a sitemap, fixed technical optimization errors, and added keyword-rich meta-tags to each page.

Data-driven content marketing

Our team created an editorial calendar that helped accomplish two goals — improve page ranking and cover relevant keywords on the one hand and showcase the company’s expertise on the other

Community management

As an experienced team. we had our share of successful and failed social media management projects. Here are the success factors that helped our B2B strategy pay off. 

a Follow-Up

Our Results

A Working Sales Funnel

10 times traffic increase with a sleek website. We established a powerful client onboarding campaign that brought 50+ B2B clients in the first 6 months

Long-term lead generation

A scalable long-term marketing strategy Increased presence on Clutch (improved ranking, 2x more reviews, guest posts on reputable platforms)

Increased client retention

Account-based marketing led to 2x increased retention of company's B2B clients. Our team's responsibilities were expended to customers' projects: we helped the team to expand its service profile by adding marketing and copywriting to their expertise.

Promote Your Outsourcing Company

We will Build your sales funnel and drive long-term b2B clients