Bite-size videos for big concepts
Laserfiche empowers companies to embrace the "future of work" with innovative enterprise software solutions. Historically, the company has relied heavily on its resellers, word-of-mouth, and tradeshow appearances to attract interest.
However, today's buyers do their own research. This creates a need to create more educational content, in formats like video, that savvy customers digest frequently.Thus we created this video series to act as de-facto commercials for core Laserfiche functionality, while also working as product explainers.
However, today's buyers do their own research. This creates a need to create more educational content, in formats like video, that savvy customers digest frequently.
Digital events that inspire us all
In response to the realities of the COVID-19 pandemic, Laserfiche moved its yearly conference, Empower online. Leading up to the event's launch in February 2021, the global zeitgeist was one of exhaustion. A full year into a global pandemic, people were still in the trenches, navigating the complexities of an isolated but connected world.
So leadership greenlit the word "thrive" and I ran with it. Messaging then came naturally: even when the outside world feels chaotic, there's still room for inspiration, leadership, and opportunities to thrive.
Empower 2021's stable of inspiring speakers, including Netflix co-founder Marc Randolph and Zoom CIO Harry D. Moseley offered attendees exactly what they needed: strategies to find success, no matter what came their way.
So leadership greenlit the word "thrive" and I ran with it. Messaging then came naturally: even when the outside world feels chaotic, there's still room for inspiration, leadership, and opportunities to thrive.
Empower 2021's stable of inspiring speakers, including Netflix co-founder Marc Randolph and Zoom CIO Harry D. Moseley offered attendees exactly what they needed: strategies to find success, no matter what came their way.
Engaging new, global audiences
Laserfiche Spark is a live-stream event offering thought leadership and previews of the product roadmap, to drive community engagement between instances of its big sibling, the Laserfiche Empower conference.
During this time, Laserfiche was more determined than ever to reach new audiences, even commissioning an EMEA-focused companion broadcast for Spark.
With an expanding audience in mind, I knew our display ads couldn't work off brand recognition. So, like Simon Sinek, I started with the "why", which was to develop strategies for post-pandemic to success. The "how" was with emerging technologies.
It's a long way to the top (of Google)
Laserfiche has reached the top pages of Google for a variety of relevant keywords — for example, the search "federated search" has Laserfiche solidly on page one, for both its post and related images. (You can read the full blog post here.)
For me, the key to accomplishing this was making content that's useful to the reader, or as I like to say, "content is king."
The digital marketing team also discovered the power of imagery to potentially boost a post's position, so I either draw up my own images or work with a designer to make relevant visuals.
The digital marketing team also discovered the power of imagery to potentially boost a post's position, so I either draw up my own images or work with a designer to make relevant visuals.
The winds of success in your sales
Laserfiche stands out from other tech companies in that it utilizes an exceptional, worldwide community of solution providers (also known as value-added resellers) to sell its products.
This brochure was designed to speak to the language of sales: the bottom line.
Thus, emphasis was given to show the profitability in selling a platform that can scale as customer interest increases, and the confidence one can gain from selling an established product with plenty of backing from the vendor's corporate office.
Thus, emphasis was given to show the profitability in selling a platform that can scale as customer interest increases, and the confidence one can gain from selling an established product with plenty of backing from the vendor's corporate office.