Shiro H.: How Marketing Firms Can Stand Out in the Coming Years 

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We've seen that marketing strategies are shifting from what they used to be before the pandemic. Digital marketing agencies in Boston and across the country have started to devise new tactics to get accustomed to the current state of things.

At PinchForth, we're committed to helping large businesses grow, and we're not slack on this movement as well. We've started a new blog series (Rediscover Marketing) where we have our Community Manager interview Digital Marketing and Growth Leaders to gain a better insight into how business leaders achieve immense growth as we step ahead into the 'unknown'.

In this episode, we had another valuable session with Shiro H., a Digital Marketing Expert at Circadence. Shiro has ample experience with CPC, Marketing Ops, Automation, and Web Analytics. As commended by the Director of Digital Marketing at Circadence (Angela Gibson), his marketing strategies and data-driven mindset have helped the Company achieve its business objectives.

Let's see how Shiro has been able to work closely with his team to achieve consistent success over the past 2 years.

A Deeper Dive into Circadence and What They Do

Circadence is a cybersecurity company focused on providing hands-on cyber education for institutions and individuals alike.

Their landmark product, Project Ares, is a gamified cybersecurity training platform that is available for cyber professionals with over 10 years of experience, IT organizations, and also students at universities. Initially developed by the working relationship that Circadence had with the US Military, Project Ares has since helped many cyber learners.

Shiro told us that by using this learning-based platform, learners can practice cyber skills in a simulated company's network without affecting their structure.

Notable Team Achievements in 2020

According to Shiro, his team has been working from home for more than 32 weeks since the lockdown onset. Probably one of the most commendable achievements they've had this year is how they managed to smoothly switch gears from working 2-3 days every week in the office to full-time remote working conditions.

However, it's essential to realize how this wouldn't have been possible if the Engineering team hadn't already put measures in place to make this possible. That's a big feat considering that his team comprises less than five members!

How Marketing leaders Can Stand Out in Q4 2020 and Q1 2021

Shiro advises Growth Leaders to focus on producing valuable content across all marketing channels for the first quarter of 2021.

The big question to answer when creating blogs, videos, or podcasts is: Will this content be valuable to the person that's going to be consuming it?"

While it's essential to have proper SEO techniques or generate more leads, basing your content primarily on those may present them as too salesy. And that's what everyone is doing!

Providing value will make you stand out from the crowd.

Effective Process of Regular Team Review

Shiro noted that his Company uses Microsoft Teams for regular team reviews. Basically, any chat-enabled communication platform like Slack does the job effectively.

What better way to keep team members roused in work mode while they're at home? Channels like these are the best ways to keep members connected without having to feel like they've lost that great feeling of being productive at the office.

Weekly or monthly team reviews can also improve the way you're able to keep track of your Company's data.

Why Marketing Leaders Need To Pay More Attention to Virtual Events in 2021

When asked what he thinks Marketing leaders should be more focused on as we prepare for 2021, Shiro said that investing more time to research how to interact with virtual events is incredibly essential.

Now that the times have changed, we see less physical events occur than their virtual counterparts. If you haven't familiarized yourself with the ins and outs of programs like Zoom, then you've got to do so now. It'll require a bit of a learning curve before you get the hang of it, but you've got to familiarize yourself with it.

"Learn how to communicate with the members joining, how to become a guest speaker, and respond," Shiro says.

Two crucial factors that'll increase your odds here are always being prepared and picking the perfect virtual event software. Also, Shiro recommends that Marketing leaders start a webinar program.

Indeed, with everything that's happened this year, it's difficult to predict what can happen any moment from now. Hence, this series is a great way to help companies plan ahead and stay afloat in the Digital space. If you haven't read our most recent episode in the series, click here to check it out.

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