[Journey] Scaling software development agency with inbound marketing

ThisIsNotYou

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Hi guys,

I want to build the best f*** software development agency out there! And will do everything that needs to be done to achieve that!

BACKGROUND

So, let’s start with my introduction. For the last 2 years, I am running a software development & product marketing agency in one small eastern European country. It’s going nice, but I want to scale it big in the next 12 months (in terms of revenue and manpower). At this moment, four people are employed full time (including me), and 8 more people are contractors that work with us per project. We were working mostly on developing custom web applications and custom websites and we did a few mobile apps as well. Besides that, we have a few clients for which we are doing marketing.

We didn’t make any sales because our network always had something for us :)

Now, that should change a lot and I have to do aggressive sales to have more clients and more projects. The only way to scale this kind of company is to have much more workforce, but in order to take more developers I have to get more work requests than I can handle with this workforce. In short, I have to start getting the constant supply of clients.

Why I am doing this journey? Well, to get myself accountable to you guys, and in the process I hope you will learn something from me and I am sure your advices will help me too.

STRATEGY

#1

I think, the central part of work supply should be google So, we made official company blog (2 months ago) and already have more than 25 articles on it (every article is 1000-2000 words), every article is educational and targets some keyword relevant to work that we do.

An official blog should be central place for finding new clients and I believe that will work like a charm

My plan is to publish 10-15 articles per month and before the new year to achieve at least 200 000 impressions on Google in December 2018.

While working on that, I am running paid ads to get some leads, but they are not working well… At least, I didn’t get any inquiry from them for the last few weeks…

#2

The second part of my plan is to find other agencies that are willing to work with us and outsource our services to their clients. We are based in Eastern Europe so our cost per hour is at least three times smaller than similar agencies in western countries, that means our partners can have a nice profit after they pay us for the work. I am not sure how to approach this strategy and don’t have a plan, yet.

GOALS
  • 200k impressions for my company blog on Google in December, 2018
  • global CTR should be at least 1.5-2% -> for more relevant keywords it should be much much more
  • Increase in monthly revenue for at least $10k monthly, before a new year

Ok, that’s it, I am planing to update this thread on weekly basis, maybe a few times if I manage to find a time for that.

Let's rock!
 

ThisIsNotYou

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UPDATE

This week I published 3 more articles on our company official blog -> 1000+ words each of them and related to one of our service.

Total blog posts: 28 -> I had 25 last week, so it's increase by 3 articles :)

Blog is moving forward as I can see increase in the number of weekly impressions. Also have on mind this blog is deployed to the production less than a two months ago.

Here is a snip from google search console for the last 7 days

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PAID ADS

Like I said before, I didn't have success with ads, yet. I made one ad copy with two different images and testing them in split test to see which one will perform better (5$ per day/per image).

Here you can see how they perform. I am not sure if these metrics are good or bad? so if someone of you can comment do I need to kill this campaign or wait more

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Total budget spent on paid ads: $37

Today I put a pixel events on page so I can track users that came to our contact page and users who use our contact form. Plan here is to use re-targeting to all those visitors that actually got to our contact page. But main conversion for ads should be contact form, so I will setup tomorrow a new campaign with that conversion as a target.


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ThisIsNotYou

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Looking real good. Dont give up on lead gen, lead gen can be a bitch and so can be paid ads.

Thanks m8! Yea, lead generation is a bitch... I am thinking about bing ads, maybe I will setup campaign tomorrow to see how it perform
 

ThisIsNotYou

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UPDATE

I know it's just a day after my last update but I have a few more things to show you guys.

Today I published three more 1000+ word articles!

Total blog posts: 31

Here you can see metrics from Google search console for the last 28 days

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Yea, I know CTR is like shit... but I am getting new visits from social networks and some other places so I am posting overview of my google analytics for the last 30 days.

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STRUGGLE

For now everything looks great, but I am struggling a little bit with bing webmaster. sitemap is submited a month ago but I don't even get impressions there... nothing... and a few impressions that I have are only from my homepage, but articles are not showing there... Dunno if I did something wrong or that's how it should be on bing?

NEXT STEPS

Tomorrow I plan to setup campaign on bing, google ads and re-targeting campaign for people that visited company website. I won't re-target those users that came to some blog post and stay there, I will just target visitors who were on pages (about us, work, services, home page and contact).
 
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