An interview with Carina Kröpfl, Senior Content Marketing Manager at Swat.io
We sit down with Carina Kröpfl, Senior Content Marketing Manager at Swat.io. Swat.io is an independent and bootstrapped product-led tech company in the Software-as-a-service industry with more than a decade of experience in the Social Media space.
How did you end up at and what problem does Swat.io solve for its clients?
I started my career in journalism but quickly found out that my heart beats for telling stories, educating, and helping people. That is how I ended up in content marketing and at Swat.io. Swat.io is a social media management tool that enables businesses of any size to streamline their social media marketing. It offers social media planning and publishing, community management, and analytics. We strive to constantly update our products and make our customers' life easier. Recently we launched an AI integration for example.
As the Senior Content Marketing Manager, what are your main responsibilities at Swat.io?
I am responsible for our blog and website content, sending newsletters, planning and hosting webinars, creating ebooks, and setting up lead generation campaigns. We are a small team and often work project-based. This means new and exciting tasks are coming my way all the time.
To get a bit more technical, which methods work best for making people aware of and interested inSwat.io , and why do you think they work so well?
Our approach is to create value for the target group. Our industry – social media – is a fast-moving environment. Swat.io helps social media professionals to educate themselves and get the most out of their marketing efforts. We publish blog posts and ebooks on current and interesting topics, additionally, we host webinars with industry experts. As soon as people are ready to buy a social media management tool, our brand is top of mind. This is not our only approach, but the one I am dealing with most.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the high-level marketing-related strategy of your organization, and what key elements contribute to its success?
As mentioned before, content plays a crucial role in our marketing strategy. Besides that, Swat.io is all about helping our customers build connections in our digital world. This connection also drives our marketing efforts. We nurture the relationship with customers and prospects to help them along their journey. This is something that pays off in many different ways. For example, we often witness customers leaving their companies and immediately buying Swat.io when starting their new jobs. They could not imagine doing social media management without our product!
What marketing tactic have you employed at Swat.io or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
A good newsletter workflow is always worthwhile! Many companies gather a lot of lead data and do not use it. Create content that resonates with your audience and build a relationship with them using newsletters. Once you provide true value, they will be happy to learn more about your product and tell others about your company.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
No, our approach is to create value first. We like to have our leads at least warm before we pitch our offer. For us, it works well to bring people into the funnel using lead magnets like free ebooks or webinars.