When asked about her new venture, Kristin says, “We call the company Zhivago Partners because that is what we do – we partner with clients who need our help, and a team of very professional and pleasant people – writers, project managers, digital marketing specialists – who work within our system to give clients what they need to grow.” The business launched in July with a number of clients and has already grown revenue by 50%. “Growing revenue is what we know how to do,” says Zhivago.
Zhivago has taken a unique approach to helping clients with their digital marketing requirements. “We have structured the company so that our clients get the services they need from professionals in the field, in addition to the core staff we have to take care of the basics, while at the same time using my experience as a revenue coach to provide strategic help and make the best use of the client’s own existing staff.”
Zhivago Partners offers the full range of digital marketing services, including website creation and maintenance, content marketing, search engine optimization, online advertising, email marketing, and social marketing. She continues to interview customers for her clients prior to determining strategy, a practice she perfected as a revenue coach to CEO’s and entrepreneurs, and covered extensively in her book. Zhivago was one of the first to see selling from the buyer’s perspective, and to map out the buyer’s journey.
“The gap between the buyer’s perspective and the seller’s perspective continues to be the biggest barrier to sales,” says Zhivago. “Now you also have a new customer: Google. And Google has its own set of rules and requirements. The combination of Google and mobile has equipped today’s customers with amazing power, and sellers have been slow to catch up. It’s true, they are making use of digital marketing and analysis tools, such as Google Analytics, Moz, and SpyFu, but while those tools do tell you ‘what’ the person searched for, and ‘how’ they came to find you, they don’t tell you ‘why.’ And ‘why’ is what you must know in order to write relevant content that converts a visitor to a buyer. This is what we uncover in customer interviews.”
Zhivago also believes that digital marketing has become so complex and specialized that the best approach is to use highly proficient professionals who focus on specific areas. “Search engine optimization – done right – is a major undertaking in itself, and is constantly changing. Social is the same,” says Zhivago. “While these two disciplines complement and reinforce each other, they are very different when viewed as day-to-day undertakings. We work with top-of-the-line specialists to provide these services for our clients, and it’s working out very well.”
Zhivago Partners tends to work with companies in the business-to-business space, especially those selling highly technical products and services. Zhivago spent decades as a revenue coach in the tech industry, and loves working with engineers. “They see marketing for what it has become: a very logical process that must be undertaken with discipline, intelligence, and persistence,” she says.
Zhivago Partners is a digital marketing management company founded in 2017 to provide customer-centric digital marketing services. The company’s website is zhivagopartners.com. Kristin’s book, “Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy,” is sold through Amazon.
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