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tristanleggett · 6 years ago

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Behind the Marketing Scenes of Top Web App Design Company: Monterail

Technology alone is not enough to succeed, every product needs a team of passionate people who will give it their best. Monterail

And what is the best for Monterail, the awarded web app design company? By now it meant:

Achieving a 400%+ revenue growth in 2013-2016 and being featured in 2018 Financial Times 1000 Europe's Fastest Growing Companies.

Achieving a 206% revenue growth in 2014-2017, featuring for the second time in a row in FT1000.

A marketing campaign that brought them EUR 750k worth contracts.

New business that accounted for 46% of all 2018 revenue

Worth investigating all of this, right?

So let there be marketing! The content strategy, the social media efforts, the community involvement.

We’ve analyzed everything. Follow us along to learn more about their strategy and “steal” their successful tactics and strategies to implement in your company.

TABLE OF CONTENT

Monterail Web App Design Company- Short Overview

Monterail’s Marketing Strategies Reverse Engineered

Brand Awareness at Monterail

Monterail’s Website and Conversion Rate Optimization

Monterail’s Traffic Acquisition

Content Marketing

Monterail’s Social Presence

Employer branding and hiring

Wrap Up

More than 90% of potential clients who visit the Monterail office decide to work with them.

Kudos to you, guys!

Now, let’s see what makes Monterail such a magnet for clients.

Monterail Web App Design Company - Short Overview

Szymon Boniecki and Bartosz Rega, co-founders of Monterail, were recognized in 2017 New Europe 100 list as changemakers in emerging Europe and as individuals who are improving people's lives with ideas that scale up in the digital world.

But let’s see what other stakeholders have to say about this Wroclaw-based web app design company: their own clients.

Exceeding expectations and overcoming challenges

Proactive, responsive, transparent & flexible

Solution-oriented

Top notch communication

Well organized and professional

Speaking of clients, new business accounted for 46% of all 2018 revenue, compared to 28% in 2017.

What are the secrets behind the success of this web app design company?

We’ll try to follow in their footsteps and reconstruct their employer branding and marketing strategies.

So, let me tell you a story about:

How inbound marketing combined with efficient promotion can get you mainstream

How a team-centered company is of utmost importance

How you can establish leadership through community engagement

Monterail’s Marketing Strategies Reverse Engineered

With Deloitte and Financial Times nominations, 100+ projects covering IoT, web, mobile, Node.js, Ruby on Rails and Vue.js development, Monterail is writing history in Wroclaw IT outsourcing.

Content strategy, offline events, marketing automation, these are just a few of the stories we’ll tell you next, stories that led to the inspirational growth of Monterail.

Brand Awareness at Monterail

As Marty Neumeier says it in his book “Zag”, a brand is not:

A logo

A corporate identity

A product

A brand is “a person’s gut feeling about a product, service or organization”.

How can you influence one’s gut feeling?

Through a lot of social proof.

For software houses for example, the reviews on Clutch, Google, Facebook or Goodfirms are of utter importance.

Awards are also essential if they are done by trustworthy companies.

Monterail’s Awards

Monterail features in Deloitte’s Technology Fast 50 in Central Europe in 2017.

Monterail, as you’ve probably guessed, they’re into Ruby on Rails. Clutch ranked them second in their world Top 15 Ruby on Rails Development Agencies.

The company also ranks 10 in Top 15 Web Developers in Poland - by Clutch.

Monterail’s Website and Conversion Rate Optimization

The website is plain and simple, no mystery there. But beauty lies in simplicity.

It’s easy to find an answer to the buyer persona’s most important questions:

What do you do?

We design and develop web & mobile apps to support startups and businesses on their missions.

How can I trust you?

Case studies, testimonials, client listing.

How can I contact you?

Through a contact form or via chat bot.

They have a projects section where they showcase products and services they’ve designed.

They want to make it clear what the workflow is, they can begin from scratch, with an MVP or scale existing products.

What I like about them is that they have two types of newsletters, focusing either on business, either on technology. This means that personalization is essential in business.

Speaking of personalization, the Hubspot chat bot is used to better qualify the leads and offer a customized experience:

The conversion rate optimization efforts are supported also with automation. It's all about improving the processes and being customer-centric for Monterail. So, Hubspot is their weapon of choice for marketing and sales automation.

CRM, chat bot, forms, CTAs, pillar pages, workflows, CRM - Monterail tried to take the most out of Hubspot when designing the Vue.js campaigns.

Monterail’s Traffic Acquisition

The main website traffic sources, according to Semrush, are:

Direct - 15%

Referral - 1%

Search - 71%

Social - 13%

Social brings more than 10% of the traffic. From our research, this is one of the biggest percentages encountered so far, so we’ll try to understand what strategies lay behind this number.

The 15% direct traffic makes sense because of two main reasons:

Monterail has a team of 6 involved in business development, meaning that they do email outreach, networking

Monterail organizes a lot of events: Monterail Academy, meetups and workshops, but also have a lot of speaking gigs at all sort of tech conferences

30k+ search traffic, give or take, is a considerable amount of search traffic. This is why we’ll dive more into the content strategy to see the strategies behind it.

Content Marketing

The blog is updated kinda bi-weekly. The main tags are agile, culture, project management, Vue.js, product design, Javascript, development, business, mobile development, ruby/rails.

The more technical posts are written by the developers, and these are the posts that bring more traction.

An example is Zuzanna Kusznir, from the back-end team, that wrote a blog post ending up generating 8.4% of the blog’s traffic in 2018.

According to Spyfu, there are 65 keywords showing up on the first page, and 61 are almost there. Thumbs up, guys!

This next screenshot is telling an interesting story:

The technology related keywords are really valuable, bringing in traffic, but the “outsource” cluster is trying to make its way up to the first page.

Non-branded keywords bring traffic to blog post pages. Branded “monterail” traffic, leading to their homepage, is almost insignificant.

Now, I’m gonna peek a bit at their high ranking blog posts.

The most traction was brought by a blog post that covers becoming a certified tester, it’s almost 2 years old, but still bringing in fresh traffic.

They’ve got content also on Slideshare, like this great piece on Storytelling in data visualization, written by Paweł Hawrylak, the Head of Design.

Their account also features a story about Marketing B2B, that accrued 1300 views.

But in content marketing, not everything revolves around blogging.

Besides, blog posts are merely addressing their personas in the awareness stage. The same with the newsletter.

When moving down the funnel we encounter other types of content, such as case studies, which can be leveraged for the consideration phase of the buyer’s journey.

The Vue.js campaign

So, we’re finally here, the campaign that brought Monterail clients worth EUR 750k+

Monterail has a thing for Vue.js.

An untapped framework potential, not enough buzz around it: why not take the lead and be the Vue.js go-to company? So, challenge accepted.

It was 2017.

Was it risky? Hell, yeah. No benchmarks, no assurance that the marketing budget won’t be thrown out the window.

As Monterail rolled up its sleeves it began developing content:

Blog posts

State of Vue.js report

Newsletter

Pillar pages and landing pages

Additional elements on the website

At the core of all this content lays the all-mighty survey:

A four-week period in August and September of 2017

1,126 responses, mainly from software developers and CTOs of organizations using Vue

Responses from 88 countries

+ Lots of promotion and outreach:

Vue conference

Sales activities

Drip email campaign

PR and sponsors

Paid ads: Google and Facebook ads

Social media channels

Medium & Quora

Vue.js official channels + influencer Evan You (the creator of Vue.js himself!)

The tools:

Hubspot: forms, CTAs, workflows, CRM

Ahrefs: SEO

Google Analytics

The results:

Valuable backlinks

4500+ downloads of the report in 3 months

300+ Vue conference attendees

10k+ visits ro Vue related content

EUR 10k+ cost (time and ad spend) by Jan 2018

Contracts worth EUR 750k+

Vue.js goes mainstream

The campaign’s key takeaways:

Original content is paramount

Content production and content promotion are equally important

Plan everything

Have goals, KPIs, proper measurement

Consistency in messages across channels, consistency in time

Educate your potential clients

Invest in tools and people. 0 budget, no can do

Be patient and don’t give up, SEO takes time to show results

Know your persona and buyer’s journey

Get influencers on-board

Prioritize your channels, you don’t have to be everywhere

Data manipulation - the right people for the job if you want accurate info

Next: State of Vue.js revisited.

Monterail ran a survey with the purpose of creating the new state of Vue.js report. After having collected the responses and prepared case studies, the updated 2019 State of Vue.js report is out. I’m really curious how the 2019 inbound B2B campaign will turn out. We’ll be watching you guys!

So, Monterail managed to take something relatively unknown and make it mainstream - the Vue.js framework, all through inbound marketing and quality promotion.

They’ve reached their objective of being recognized as the experts in the field.

Chapeau!

This was a great inbound marketing lesson.

Backlinks to Support Content Marketing

Do-follow links from 70+ domain ranking websites link back mostly to the Monterail homepage, and Mozilla is the main attraction.

Backlinks

Putting the pieces all-together, from high search traffic to a solid blog, high-quality backlinks, it’s clear that inbound is at the core of their marketing strategy.

Looking back at the 2018 performance in terms of blog traffic, in comparison to 2017, according to their blog post, the numbers are:

6% more users and 63% more sessions on the website

110% more sessions on the blog itself.

Monterail’s Paid Traffic Acquisition

Monterail is also leveraging Google Ads. From Spyfu’s research, it seems that they are bidding on node.js and vue.js keywords.

We know that they used the power of retargeting during the Vue.js campaign also. And it's not only Google ads remarketing, but also Facebook and Twitter.

But they also use the power of sponsored post for topics such as:

Node.js development

Nearshoring/outsourcing

Successful case studies

Progressive web apps

Monterail’s Social Presence

2500+ Facebook followers

1300+ Twitter followers

1200+ Linkedin followers

Not all of the organic and paid efforts in social media are responsible for these numbers.

All of the other offline or inbound efforts might translate into followers and likes.

Everything connects, and the end result is branding.

Monterail’s Facebook Page

2500+ Facebook followers get regular updates from Monterail regarding events they’re hosting, webinars they’re organizing, jobs available, blog posts and case studies. Vue.js posts seem to be very appealing to Monterail, lately.

Facebook’s posts are headed two ways:

Getting more clients

Increasing employer branding

Most popular posts talk about the team or Monterail’s events. And check this out, Discovery featured Monterail in a series on entrepreneurship. Kinda cool, I’d say!

Some of the posts get traction, but the average engagement per post is around 14.

Instagram

The Instagram account is all about the team, reinforcing the Monterail idea that “every product needs a team of passionate people who will give it their best.”

The images are praising a company culture:

that revolves around communication

which happens in a cozy ambiance

where work and play are equally appreciated

On LinkedIn profile news from the industry and blog posts are shared. It’s clearly client-oriented content.

The image being portrayed on LinkedIn speaks of Vue.js leadership, React expertise, products they’ve built.

The platform is also used for hiring because jobs are being posted.

Twitter

Monterail almost replicates the Facebook content within its weekly tweets.

Blog posts and news from the industry are being shared.

They also promote webinars and events they attend to in order to build awareness around their business.

The purpose of the account is more about gaining new clients, than building employer branding.

Dribbble

The 290 Dribbble followers get updates from Monterail regarding

Latest web-designs

Apps made by Monterail

Design for events

Most of the shots are published by the Monterail Head of Design, Paweł Hawrylak.

Monterail’s Community Involvement

Webinars, tech summits, meetups, the Monterail Academy - these guys are really busy. But this is how you build a community, establish leadership in the field, for both future employees and clients.

And let’s not forget they’ve hosted a conference around Vue.js with 300+ attendees.

Employer Branding and Hiring

Now, let's mingle with Monterail’s current and former employees and see what they say about the working environment. It seems that the company’s culture and remote working possibilities are highly appreciated.

The quality of code and the learning process are among the pros of working at Monterail. Some say that the management team is a bit un-experienced and decision making takes kinda long.

They want to expand their team by hiring developers and product designers. Salaries and other perks are transparent. There’s also an employee testimonial on the page to increase the chances for conversion.

They are really proud of their office and the friendly atmosphere. They make use of social media to promote the cozy environment. Speaking of the office, it’s not like any other offices. There was a whole strategy around it in the design phase.

Monterail commissioned sociologist Karolina Dudek for an in-depth study of the spatial and cultural needs of the staff. From her observations, they decided to set up rooms for projects, instead of having an open space. So, using science to design the proper working environment, kinda cool, right?

They support learning among the team, that’s why they introduced Self Development Time, meaning every employee has 2 hours per week to spend on whatever they like for personal development.

Wrap Up

From the B2B marketing point of view, it seems that a consistent content strategy, seasoned with some events and marketing automation, is the recipe of success for Monterail.

But let’s make a more comprehensive list of takeaways:

Build an effective team - of engineers, of marketers, of business developers, don’t settle for less

Inbound at the heart of marketing efforts. Get the developers team involved in creating original 10x content

Promotion is key, it should be consistent and carefully planned

Get out there, get noticed, host events, go to speaking gigs, create buzz around you

Plenty of marketing lessons from Monterail, right?

But we ain’t stopping here.

We’ve got more companies up our sleeves.

And, more so, our Ultimate Guide To IT Outsourcing Companies in Central Eastern Europe. will give you a birds-eye view on the IT outsourcing landscape within three ex-soviet countries: Poland, Ukraine and Romania. They’re fast, they’re furious and they’re reshaping the industry.

if(window.strchfSettings === undefined) window.strchfSettings = {}; window.strchfSettings.stats = {url: "https://man-digital.storychief.io/web-app-design?id=256846048&type=12",title: "Behind the Marketing Scenes of Top Web App Design Company: Monterail",id: "4f08255c-5e51-436c-99aa-71482a308009"}; (function(d, s, id) { var js, sjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) {window.strchf.update(); return;} js = d.createElement(s); js.id = id; js.src = "https://d37oebn0w9ir6a.cloudfront.net/scripts/v0/strchf.js"; js.async = true; sjs.parentNode.insertBefore(js, sjs); }(document, 'script', 'storychief-jssdk')) from Digital Marketing Automation Consulting | MAN Digital https://mandigitalblog.blogspot.com/2019/04/behind-marketing-scenes-of-top-web-app.html via https://mandigitalblog.blogspot.com/ Read more on our blog MAN Digital MAN Digital Blogger

#Digital Marketing Automation Consulting | MAN Digital

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concettolabs · 6 years ago

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webgensis-india · 5 years ago

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constructionaccounting · 6 years ago

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0296: Top 5 Online Marketing Trends In 2019 With Actionable Tips For Contractors

This Podcast Is Episode Number 0296, And It Will Be About The Top 5 Online Marketing Trends In 2019 With Actionable Tips For Contractors

Today more than ever, we live in a world where information is accessible at the touch of a button, a few clicks on your keyboard, or even just a voice command. Although it's hard to predict where new technologies will lead us, one thing is for certain - we are now all digitally connected. The internet has caused our businesses to thrive and survive and there's no way of blocking its impact in our day-to-day lives.

With that said, it is helpful to keep an eye out on these marketing trends that could influence how your target audience search and consume data along with actionable tips that could jump start your new year "to-do list":

Trend #1: A Functional Website (Content Is Everything)

Your online storefront is your landing page. Although there's no manual for creating a high-converting copy and building a foolproof design, there is no denying that to establish your online presence, you need to have a business website. People don't usually go for the best products and services in the market (especially the ones who are new to your site), they opt for the one whose information they can digest quickly and easily.

Actionable Tip: Donald Miller, founder of StoryBrand, has an easy and powerful way of evaluating your website. As a rule, upon visiting your website, one should understand what you offer within five seconds. Does your website pass the "Grunt Test" (Assuming a caveman were to open a laptop, look at your site for 5 seconds, and close the laptop, will it be able to grunt what is your website about?) With just a quick glance at your homepage, can your visitor answer these three questions:

What is it that you offer?

How will it make my life better?

What do I need to do to buy your product/hire of your services?

Give your website a quick make-over by:

Making your headline direct (easy-to-understand tagline)

Displaying the convenience your client will experience if they hire your services

Including an obvious call-to-action button ("Contact Us", "Call Now" in bright, visible colors)

Trend #2: Optimize For Local User Intent

Have you ever reached for your phone, opened your browser, and typed "Where can I find Mexican food near me?" when looking for a place to eat? You have a specific "intent" in mind (food) and would like to eat nearby because, well, you're starving. The page result will bring you a list of restaurant names and maps with their service hours. Google's dominance in search traffic revolutionized the way we look for answers online and we as users, has become more conversational with our queries (whether we are typing it or doing a voice search). Thus, it is crucial for your company to appear on Local SERPs (Search Engine Result Page) to remain search relevancy and build authority while generating better leads for your business.

Actionable Tip: If you haven't done so, claim your Google My Business listing and create a Google My Business profile. Fill out your business page properly and be sure to include all the important details: address, contact number, business hours, and a unique, formatted description of your company with links to your online site. Also, you can maximize your Google presence by creating a free website with an updated profile image (logo), post your services with high-resolution photos for visually appealing content.

Trend #3: Social Media Community

If Google is for "intent", the use of social media is for "interest". According to Hootsuite, 66% of monthly Facebook users use it daily, with Americans spending 58 minutes per day on Facebook. Likewise, Instagram, Pinterest, Twitter, and YouTube have amassed millions of users who are sharing micro-content every second in any given day. Since social networking sites have an easy-to-use interface with downloadable mobile apps, it is convenient and handy, and offers more personalized interaction between you and your patrons. The rise of social networking sites paved the way for small businesses and solopreneurs to advertise their brand without spending a fortune and establish their influence by being part of an online community.

Actionable Tip: Develop a Social Media Marketing strategy. Easier said than done, I know, but every step counts. Start by posting meaningful and engaging content. "Before and after" photos works wonders to curious browsers, but what else can you post? Ongoing promotions, what's your day like at work, your current project, seasonal reminders (for example, you're a plumber: winterize your outdoor kitchen), tips and tricks (how to better take care of your carpet), etc. Monitor where and when you are getting the most feedback from your followers so you can interact with them. The key here is delivering the right message, to the right person, at the right time - every time.

Trend #4: Videos

One of the most credible ways of connecting with your audience and building trust in your company is the use of videos. Live-stream content is flourishing and has become a powerful tool for online marketers to convey their message. It's no wonder why mobile devices and apps support and feature video tools in their products. According to HubSpot, more than 50% of consumers want to see videos from brands more than any other type of content.

Actionable Tip: A quick search on Google will give you thousands of results about video marketing and video creation process. You can hire services when you want it professionally done or do it yourself without the complexities of technology by being raw and going "live" on a social media platform. Bear in mind, as with any project, focus on one thing at a time. List down your target audience, the purpose of your video, and the time and resources needed to produce it.

Trend #5: Client/Customer Centricity

As a service-based industry, this concept is integral to your construction company. What does it mean to be client-centric? It is more than just offering an exceptional customer service, it means nurturing relationships with your clients by being part of their "buyer's journey". Clients in turn, will not only provide you positive feedback but becomes a loyal follower and advocate of your brand. Randal talked about Customers Vs Clients, and how taking care of your clients is essential not just for acquisition but also for sustainability. After all, it is easier to maintain a client than to gain a new one.

Actionable Tip: Empathize with your client when addressing their needs. Make their experience easy, from reaching out to you (remember the "call-to-action" button on your website?) to handing payments.

In conclusion: Let's keep in mind that trends fade away. Invest in yourself and expand your skills. Develop a growth-mind set because there's still no one-size-fits-all marketing solution for every type of business nor will there ever be. As a construction contractor, I trust that you are adaptable to change and resilient in all the challenges that comes your way. May this year bring you more exciting opportunities and financial blessings. Happy 2019!

Thank you for stopping by. Please know that we do care about you and your construction company regardless of whether you hire our services or not. For help with your accounting and bookkeeping needs please fill out the form on the right and we'll be in touch with you shortly.

In Conclusion:

Helping Contractors around the world is one of the reasons we added the FastEasyAccountingStore.com Follow our blogs, listen to Contractor Success M.A.P. Podcast. We Appreciate Our Visitors, Listeners, and Subscribers. – Thank You!!

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That is all I have for now, and if you have listened to this far please do me the honor of commenting and rating the Podcast www.FastEasyAccounting.com/podcast Tell me what you liked, did not like, tell it as you see it because your feedback is crucial and I thank you in advance.

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Thank you very much, and I hope you understand we do care about you and all contractors regardless of whether or not you ever hire our services. Bye for now until our next episode here on the Contractors Success MAP Podcast.

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Short List Of Construction Contractors We Serve

Asphalt ContractorAsphalt Contractor Brand New ContractorBrand New ContractorBrick And Stone ContractorBrick And Stone ContractorCabinet Installation ContractorCabinet Installation ContractorCarpentry ContractorCarpentry ContractorCarpet And Tile ContractorCarpet And Tile ContractorCommercial Tenant Improvement ContractorCommercial Tenant Improvement ContractorConcrete ContractorConcrete ContractorConstruction EmployeesConstruction EmployeesConstruction ManagerConstruction ManagerConstruction Support SpecialistConstruction Support SpecialistCustom Deck ContractorCustom Deck ContractorCustom Home BuilderCustom Home BuilderDemolition ContractorDemolition ContractorDrywall ContractorDrywall ContractorElectrical ContractorElectrical ContractorEmerging ContractorEmerging ContractorExcavation ContractorExcavation ContractorFinish Millwork ContractorFinish Millwork ContractorFlipper House ContractorFlipper House ContractorFlooring ContractorFlooring ContractorFoundation ContractorFoundation ContractorFraming ContractorFraming ContractorGeneral ContractorGeneral ContractorGlass Installation ContractorGlass Installation ContractorGutter ContractorGutter ContractorHandyman ContractorHandyman ContractorHot Tub ContractorHot Tub ContractorHVAC ContractorHVAC ContractorInsulation ContractorInsulation ContractorInterior Designer ContractorInterior Designer ContractorLand Development ContractorLand Development ContractorLandscape ContractorLandscape ContractorLawn And Yard Maintenance ContractorLawn And Yard Maintenance ContractorMasonry ContractorMasonry ContractorMold Remediation ContractorMold Remediation ContractorMoss Removal ContractorMoss Removal ContractorPainting ContractorPainting ContractorPlaster ContractorPlaster ContractorPlaster And Stucco ContractorPlaster And Stucco ContractorPlumbing ContractorPlumbing ContractorPressure Washing ContractorPressure Washing ContractorRemodel ContractorRemodel ContractorRenovation ContractorRenovation ContractorRestoration ContractorRestoration ContractorRoofing ContractorRoofing ContractorSiding ContractorSiding ContractorSpec Home BuilderSpec Home BuilderSpecialty ContractorSpecialty ContractorStone Mason ContractorStone Mason ContractorStucco ContractorStucco ContractorSubcontractorSubcontractorSwimming Pool ContractorSwimming Pool ContractorSwimming Pool And Hot Tub ContractorSwimming Pool And Hot Tub ContractorTile And Carpet ContractorTile And Carpet ContractorTrade ContractorTrade ContractorTree ContractorTree ContractorUnderground ContractorUnderground ContractorUtility ContractorUtility ContractorWaterproofing ContractorWaterproofing ContractorWindow ContractorWindow Contractor

Additional QuickBooks Templates, Resources, And Services

QuickBooks Set Up TemplatesSolopreneurQuickBooks Chart Of AccountsFree StuffQuickBooks Item Lists TemplatesConsulting

We Serve Over 100 Types Of Contractors So If Your Type Of Company Is Not Listed

Please Do Not Be Concerned Because If You Are A Contractor

There Is A Good Chance We Can Help You!

Call Now: 206-361-3950

Additional QuickBooks Templates, Resources, And Services

QuickBooks Set Up Templates Solopreneur

QuickBooks Chart Of Accounts Free Stuff

QuickBooks Item Lists Templates Consulting

We Serve Over 100 Types Of Contractors So If Your Type Of Company Is Not Listed

Please Do Not Be Concerned Because If You Are A Contractor

There Is A Good Chance We Can Help You!

Call Now: 206-361-3950

If you are a blogger, who writes about construction we would like to hear from you.

https://www.fasteasyaccounting.com/guestblogger

Check out this episode about Contractors Marketing - Accounting - Production (M.A.P.)!

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lindyhunt · 7 years ago

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How to Write a Successful Letter of Interest in 2018

It’s one of the worst feelings in the world.

You've spent weeks perfecting your resume and crafting the perfect cover letter, and you're finally ready to submit your application for your dream job.

But when you scan the company’s careers page, panic starts pouring over you. The job you wanted to apply for is no longer open. It’s gone. And as you stare at your laptop screen in shock, you can’t help but think you’ll never be able to join your dream company.

What should you do in this situation? You can’t just put your job search on pause until the company opens the position again. How do you express interest in joining a company when the position you want isn't currently available?

One of the most effective ways to grab a hiring manager’s attention and get your foot in the door is by writing a letter of interest to the company.

What Is a Letter of Interest?

A letter of interest lets a company know that you want to work for them in a role that they’re currently not hiring for. In hopes that the company will contact you when they do open this position or another relevant position, your letter of interest focuses on how your skill set and culture fit can benefit the company, not how the company can benefit you. You can send a letter of interest at any time, regardless if the company is actively hiring.

Sending a letter of interest is a great way to introduce yourself to a company, and it shows them you're willing to take the initiative to proactively reach out. This can keeps you top of mind when the company starts recruiting for the job you inquired about or if they have any upcoming job opportunities that could be a good fit. If you’re really impressive, some companies might even create a position just for you.

Other times, sending a letter of interest can lead to a coffee chat or an informational interview with the hiring manager of the team you want to work for.

Writing a letter of interest sounds like an easy way to get your foot in the door at any company, but it’ll only pique a hiring manager’s interest and elicit a response if it actually resonates with her.

To do so, we recommend following a formula called problem-agitate-solve. It’s modeled after an old copywriting framework and has helped one job seeker skyrocket her cover letter response rate from 0% to 55%. We’ll flesh it out below.

How to Write a Letter of Interest

To compel a hiring manager to read your letter, respond to it, and consider you for a job, there are four crucial elements you need to include in your letter of interest:

1. Hook the hiring manager with proof that you understand her problem.

Hiring managers don’t hire people just to be nice. They hire people to help them run their team better. To immediately grab a hiring manager’s attention, you should show how you understand the problems she’s trying to solve, like the hook below:

“As a two-year blogging veteran in the marketing technology industry at companies like Return Path and SlideBatch, I know how hard it is to write well. I also know how challenging it is to get found on Google.”

By describing a similar experience you’ve had at your current or prior job, you can relate to her on a deep level, which will engage and prompt her to read the rest of the letter.

The hardest part of this step is discovering the hiring manager’s problems. One way to figure it out is by listing off the job’s responsibilities and asking yourself why these tasks are important to her team. If you keep analyzing until you reach a dead end, you’ll usually find her needs there.

2. Agitate the problem to remind the hiring manager she needs a solution.

How do you make a hiring manager realize how valuable a solution could be? You remind her just how painful her problems are. And to make her visualize her dreaded problem as vividly as possible, you need to be specific, just like the example below:

“According to HubSpot’s careers page, you’re not currently hiring, but, in the future, if you’re looking for someone who can not only engage an audience with clear, concise, and compelling blog posts, but also optimize them for search engines, while hitting every deadline, you can count on me.”

When she realizes how much pain she’s actually in, she’ll have more of a sense of urgency to resolve it. And this’ll push her to respond to you because you might be her fastest route to a solution.

3. Prove that you’re the solution with an example of your skills and experience.

If you’re really the solution to her problems, you must prove to the hiring manager how you’ve used your skills to solve similar paint points in previous experiences. Then, you should describe how you’ll be able to use those learnings to help solve her current problems. Check out the example below:

“Last year, at Return Path, I was the top performing blogger, writing weekly posts that averaged 7,500 views, 1,000 social shares, and 35 new blog subscribers gained. The year before, at SlideBatch, I devised and implemented a new keyword strategy that increased organic page views for our Visual Marketing 101 blog series by 15%.

I’ve read HubSpot’s blog every day since I started my content marketing career, and I’m inbound, content, and email marketing certified, so I strongly believe I’ll be able to hit the ground running if I were to work on HubSpot’s blog team one day.

Whether I’d be uncovering high opportunity keywords or crafting blog posts to support and develop your team’s new pillar cluster model, I’m confident my skills and experience can help your team crush their goals.”

By quantifying your accomplishments and researching the company’s pain points, you’re proving your worth. But if you just list your skills and work experience, you’re only proving to the hiring manager that you’ve failed to make an impact.

4. Confidently request to move on to the next step.

At the end of your letter, you should express your interest in exploring upcoming opportunities or ask her to keep you top of mind when an opportunity opens up, like the call to action below:

“I’d love to learn about any upcoming roles on your team or be considered for a position later down the road. My resume is attached, and my contact details are listed in my email signature below. Thank you for your time! It was a pleasure connecting.”

These call-to-actions are crucial because they tell her how to get the ball rolling. If you don’t tell the hiring manager what to do next, then nothing will happen.

Letter of Interest Example

All together, a successful letter of interest looks like this:

Hi Greta,

As a two-year blogging veteran in the marketing technology industry at Return Path and SlideBatch, I know how hard it is to write well. I also know how hard it is to find get found on Google.

According to HubSpot’s careers page, you’re currently not hiring, but, in the future, if you’re looking for someone who can not only engage an audience with clear, concise, and compelling blog posts, but also optimize them for search engines, while hitting every deadline, you can count on me.

Last year, at Return Path, I was the top performing blogger, writing weekly posts that averaged 7,500 views, 1,000 social shares, and 35 new blog subscribers gained. The year before, at SlideBatch, I devised and implemented a new keyword strategy that increased organic page views for our Visual Marketing 101 blog series by 15%.

I’d love to learn about any upcoming roles on your team or be considered for a role later down the road. My resume is attached, and my contact details are listed in my email signature below. Thank you for your time. It was a pleasure connecting!

Sincerely,

Clifford Chi

Letter of Interest Template

Hi [Hiring Manager’s First Name],

As a [X]-year [Your Profession] veteran in the [Space You Work In] industry at [Most Prominent Companies You’ve Worked For], I know how hard it is to [Pain Point #1]. I also know how challenging it is to [Pain Point #2].

According to [Company] careers page, you’re currently not hiring, but, in the future, if you’re looking for someone who can not only [Solution for Pain Point #1], but also [Solution for Pain Point #2], you can count on me.

Last [Specific Timeframe], at [Current or Old Company], I was the best performing [Your Profession], [List Your Responsibilities and Describe the Impact You Made]. The [Specific Timeframe] before, at [Current or Old Company], I [List Your Responsibilities and Describe the Impact You Made].

[Show Hiring Manager that You’re a Voracious Learner and You Regularly Keep Up with Company News], so I strongly believe I’ll be able to hit the ground running if I were to work on [Company] team one day.

Whether I’d be [What the Team is Working on Now], I’m confident my skills and experience can help your team crush their goals.

Sincerely,

[Your Name]

Steps to Take Before You Send Your Letter of Interest

After you finish writing your letter of interest, you need to make sure the company will actually open it. So before you send your letter, it’d be ideal if someone on the team personally knows who you are.

To do so, ask your connections or alumni that work at the company to introduce you to the team’s hiring manager. If you can’t do that, you could add the hiring manager on LinkedIn, tell her why you want to connect, and send her your letter of interest.

Getting your foot in the door will ultimately help you stand out from the crowd of job seekers who are all sending the same “hire me” pitch to her.

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dorothydelgadillo · 7 years ago

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4 Things I Learned About Growing My Marketing Career Over The Years

Truth be told, I didn’t imagine a career in marketing back in my college days.

When I was 18, I honestly wasn’t even thinking of going to college because I couldn’t afford it. I was living in a small town north of Pittsburgh and my plan was to waitress, like I did all throughout high school. Yeah, that was my plan.

Today, I am part of one of the largest marketing agencies in the country. If you would have asked me at 18 where’d I’d be today, I would have chuckled and said, “Yeah, OK”.

The lessons I’ve learned have molded me into who I am today and have given me the skills to be one of IMPACT’s Principal Strategist, leading a team that includes a developer (Melissa), a designer (Marcella) and three amazing Strategists (Justine, Karisa & Jenna).

Being their team leader has been my biggest accomplishment yet. Seeing them grow under my guidance has been the best feeling in the world.

But, how did I get here? Well, it wasn’t easy!

Lesson #1: It’s Perfectly Acceptable to Not Know What/Who You Want To Be in Your 20s

That summer after I graduated high school, a really good friend of mine told me to buck up and apply to DuBois Business College. She said, “You can’t waitress your whole life and you can’t stay in this town.” I knew she was right; I just didn’t know how I was going to afford it.

When you’re 18, the only people pushing you to do something great is your parents. While I love my parents deeply, they weren’t pushing me to go to college. If I wanted to go, it was on me and I had to do it on my own.

I applied that summer, got accepted, and worked my butt off. Then, with the help of some really great friends, I graduated.=

The next 10 years, I worked everywhere.

I learned about radio in State College, where I met my husband. I learned about accounting at a CPA firm. I learned about weight loss at a weight loss clinic - and also learned how to be a manager there. Then, the next several years, I learned about finance in investment firms and banking.

After spending almost 10+ years in finance (and radio for like half a second), my next great adventure was learning how to be a mom, but when I looked back at my half-assed career, I realized I was a job hopper.

If you’re a young person reading this, you may be going through what I went through in my 20s.

What the heck do I really want to do with the rest of my life?

Let me tell you, it is 100% OK to not know exactly what that is. Why? Because every step you take throughout your career path - whether that be bad jobs, jobs you are overqualified for, underqualified for, or jobs you take just because you need a paycheck - they all are in your life for a reason.

It shapes who you are. It teaches you something different about yourself that you wouldn’t have known if you didn’t go down that path. It took me 20 years to figure out what and who I want to be, and even though I have an awesome job title now, I may want something different in five years. This job that I’m doing right now just might be shaping me for something different later.

Trust the process, no matter how difficult it may be.

Lesson #2: Learn from People (even the Bad Managers and Leaders Have Lessons)

In my 20s, I had a really hard time sticking to a job for more than a year. I’ve been yelled at in front of a group of coworkers, been micromanaged to the point where I wanted to hand-over a project and say “Here, just do it yourself,” and, at times, I felt as though I would never go anywhere outside of an admin office, stuck in a cubicle.

I was miserable.

But each bad manager or leader I had taught me a new lesson.

Sometimes those lessons aren’t recognized until later on in life, especially when you’re being screamed at and the only thing you’re thinking in that moment is “Holy Cow, I NEED to find a NEW Job.”

Now that I am a leader, I know what kind of manager I don’t want to be because of those experiences early in my career.

These experiences also made me realize at a young age that I needed to find what I was passionate about. Was cubicle life it for me? Was this the only thing I could ever be?

Surely not. There had to be more, right? There was, I just didn’t know it yet.

Throughout the many years of working with people, getting older, having kids - you know, all of the adulting - it became apparent to me that I wanted to be in charge of other people’s career paths.

I was really good at giving advice, listening to problems, putting myself in other people’s shoes and truly being empathetic.

Probably because I’ve worked every job known to man(woman)kind. I know how hard it is to be a waitress, an administrative assistant, a marketing manager, a marketing strategist, a business owner. I know what it’s like to be in my team’s shoes, but also the CEO’s shoes.

I know how hard it is to be client-facing, but also to run a company. I know how hard it is to juggling multiple projects and clients at the same time, because I’ve done it. I have to be right in the middle of both sides, but I do it well.

Because of the people I’ve worked with, the jobs I’ve had, I’ve learned to be a great leader and I absolutely love it. Thanks to IMPACT, I’ve finally found my passion.

Lesson #3: Become What You Want by Being Self-Taught

When I was pregnant with my first child, I was laid off, along with 150 other people in a big corporate bank. I tried getting another job, but every interview I had was met with denial.

Of course no one was going to hire me at 7-months pregnant. So, I gave up and became a stay-at-home mom; Something I thought I’d never be.

It wasn’t until I became a mom that I began to find my passion -- at 30.

I started my own business. I took what I was good at (administration, office operations, small business) and turned it into a virtual assist outsourcing company. I realized then that everyone who I was working with also needed marketing help.

So, I learned everything I could about social media, blogging, networking, giving back to my community, being a leader… everything I needed know to turn my virtual assistant business into a small marketing agency.

I even co-founded a networking organization called On Tap Network, where I interacted with so many different small businesses, listened to their challenges and helped them with solutions. I worked hard while also raising babies.

After six years of this, my husband lost his job and it was time.

I had to go back to work because I needed a stable income and everything I did over those six years, while raising babies, helped me land a job in about a week!

Had I not been learning (and doing) the last six years, my resume would have been terrible. I would have been unhireable. But I was always learning and I got a job as a social media and inbound marketing manager at - GASP - another financial company.

This is where I learned about HubSpot. I became certified in everything HubSpot, which helped me land my next job at an inbound marketing agency and eventually IMPACT.

So, it’s simple really.

When you’re young, you have no idea how the choices you make steer you in the direction you’re meant to be in. It’s also much easier to freak out, stress out, and not realize that everything you go through in life has a purpose, but trust me, it does.

Sometimes you don’t know what that purpose is until you come out on the other side. (Hello From The Other Side)

via GIPHY

Lesson #4: Realize When You’ve Made It (And Appreciate The Heck Out of It)

I will be 40 in March.

Ugh. I can’t believe I just shared that with you all.

I have three kids, 11 and under and there are moments in my crazy, busy life when I want to pull my hair out.

Situations aren’t perfect and jobs have challenges, but the amount of gratitude I have right now is difficult for me to share in words.

When I look back on my life and the challenges and obstacles I overcame, the moments I fell on my face, the many times I’ve cried…

Allll... Of... That... Was.... Worth.....IT!!

I wouldn’t be who I am today and I most certainly wouldn’t be working for IMPACT had I not gone through it all.

So this is my final lesson - no matter what you are going through right now, struggles you are facing, whether you’re working for a micromanager or someone who just doesn’t appreciate you or get you, it’s all for a reason.

When you’ve made it, you’ll know and all of those moments of pain will allow you to appreciate the heck out of your “place.”

When you’ve found your passion, your spot, where you’re supposed to be, whether that is leading a team, becoming a CEO, or landing your dream job, don’t ever take it for granted. Keep learning, keep growing and never forget your past. You never know where it will take you next.

from Web Developers World https://www.impactbnd.com/blog/4-things-i-learned-about-growing-my-marketing-career-over-the-years

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