The 3 Core Values behind Our Company
It’s safe to say your business goals include staying top-of-mind with your clients and generating new prospects at your own pace. It’s also safe to say you’d like to achieve this without incurring additional overhead in the form of time and cost. These are worthy goals for a successful business, though they often seem mutually exclusive.
Our company aims to help you achieve your goals by holding to three core values at every stage of development and strategy. These are the values we stand for as a technology company. But this comes with a warning: sometimes these values don’t align with what you want to do as much as they align with what you need to do to achieve your business goals.
If you’re curious about the root of a product feature or a business decision at our company, you can attribute it to some combination of these three core values.
1. Reducing friction through intelligent automation
We believe a real technology company reduces friction in people’s lives. For businesses, friction manifests as costs of doing business. Every task comes with its own bureaucratic process to satisfy or some technical need-to-do in the modern way of doing things. In digital marketing communication, friction is in manual workflows and disparate methods.
What do you do when you want to add a new piece of press to your website? You start an email chain between you and your web designer requesting the change, previewing the change, then publishing the change. Constructing an email newsletter or blog post is only more labor intensive, and if you do so frequently, you’re sacrificing time on a weekly basis.
Manual processes and mundane tasks are complicated by disparate methods. Different solutions for email campaigns, social media strategy, and sourcing content means more overlap, more people required to manage each, more lost opportunities for unified digital strategy.
Friction may have been accepted as the status quo, but the status quo is bad for business. We believe automation of mundane tasks frees people to make strategic decisions faster and ultimately produce more in a scalable fashion. Vestorly can’t close deals for you, but with smart algorithms which learn your preferences, act for you, and consolidate the functions of disparate products, it will streamline an otherwise costly and complex process of frequent marketing communications, enabling you to produce more elsewhere in your business.
“It would take 1-2 people full time just to replicate the consistency of effort of Vestorly’s automated processes.” – Drew Taylor, Halbert Hargrove
2. Usable data for your business
How do you measure a successful digital marketing campaign? Is an email successful with a 50% open rate, a tweet with at least five retweets, your website with 1000 unique visitors? Benchmarks have become the status quo, but in reality they’re a distraction. Professional service providers are wary of online marketing, and they should be. The performance metrics of today’s online marketing tools and channels are little more than vanity metrics.
Think back on your digital marketing initiatives – can you identify any single piece of social media data which has directly lead to a new client? Did your new website make the difference between a won and lost client? An open rate may help you fine-tune click-worthy email subjects, but it’s difficult to act on a percentage to convert a viewer to a client.
Data you can act on doesn’t look like a number; it looks like an identity. We value data and metrics that result in true business intelligence. What’s more fundamental than the person who clicked, what they read and shared and whom they shared it with? This is why we built a content display mechanism that tracks every reader and gives you his or her name, contact information, reading history, and interests. You can now know your readers and their behavior, not just the rate at which they open emails or the time spent on your homepage, and you can act on the knowledge to establish real-life, personal relationships from a strategic level.
“It is absolutely valuable to see exactly who read an article. I know exactly who clicked on any number of these articles, so I get a feel for what’s resonating. That’s very powerful and it’s all built into this one system. I leverage this further by engaging these people to bring on new business.” – Brian Dightman, Dightman Capital
3. Content People Want to See
This is a touchy subject. We all have opinions and ideas of what we want people to see, but that does not always match with what they want. Data can help us bridge that gap.
Behavioral data has proven time and time again people want personalized news that interests them from credible sources. Not a sponsored advertisement disguised as a whitepaper, canned content by someone else, or even a treatise on your stock market musings. Real-time, personalized, mobile news now. It’s what people expect from social media when they open up Facebook and Twitter everyday, and what they expect from their favored publications. Now they can expect it from you. You can use this to bolster your thought leadership, incorporating credible sources in real-time to demonstrate your ideas. This trend is a data-driven phenomenon around which next generation marketing technology is now evolving.
What did you do when you got to work this morning? Probably the same thing you do every morning – read up on the latest stories, whether you got them from a news site, an aggregator, your Twitter feed, a daily newsletter, or a forwarded message from a friend. It’s the same thing we all do every morning and throughout the day.
Sharing content with your audience isn’t what you might imagine a “marketing email” to be. It’s not clutter to be shuffled into the spam folder. It has its own inherent value (beyond strengthening your relationship) so readers appreciate it and interact with it.
Everyone you know is already reading the news, and always wanting more interesting content. So be the one who sends it to them.
“Content performance has been eye-opening. Often our own musings get far fewer hits than third party content. Headlines from third-party articles give clients something to think about with respect to their relationship with us.” – Eric Sontag, Sontag Advisory
Holding to these values helps us prove it’s possible to increase audience engagement and get usable data while reducing friction in your daily life. They’re no longer mutually exclusive. This is a new take on “marketing” which may not align with what you thought it should be. It requires some “reasoning by first principles” instead of “reasoning by analogy” but when you buy into these values and let go of vanity metrics and vanity content, the next generation of what marketing really looks like suddenly becomes clear to you.