Marketing for Digital Asset Management Software | Iryna Drochak from Pics.io

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Iryna from Pics IO, copywriter there with them. How are you doing today, Ida?

Iryna Drochak: Hey, I’m good. Thank you so much. How was your day starting?

Ernesto: It’s starting really, really good. How was your day?

Iryna: It was good. Productive. The weather is great here. We are getting ready for summer.

Ernesto: Definitely. All right, that’s awesome to hear. Great to hear that. I’m sure our listeners are tuning in, Iryna, wondering what Pics IO is all about. In your own words, tell us a little bit more.

Iryna: Yeah, so I will start with our definition, which might be complicated for someone, but I will explain it better later. Pics IO is a digital asset management software. It’s a tool that helps to store and manage all your media, different files like documents, images, videos, and we use metadata to organize it. Then you can search for it faster, download anytime, share easily, connect different departments within your company, or just work within one team. If I can describe it, basically it’s like a very advanced and faster Google Drive.

Ernesto: Okay, interesting. All right, that’s awesome to hear. So that way our listeners who are tuned in can get a good understanding of Pics IO. What would you say is the key problem that you guys like to solve for clients?

Iryna: Yes, as I mentioned, it’s like a very advanced storage where you can organize all your media files. It’s very convenient because everything is in one place. You don’t need to go to Google Drive for documents or some other software for photos. You don’t need to message designers or someone else to send you files. Everything is in one place. It takes almost no time to download, get the images, or get previous versions. It saves a lot of time and improves workflows for different teams.

Ernesto: Okay. Is there a certain vertical segment that Pics IO likes to go for? Is there an ideal ICP for you guys?

Iryna: We can work with different industries through our product, but the most popular are nonprofits. They have lots of different materials like documents, videos, images in their activities. We work with e-commerce, governmental institutions, and higher education. But basically, any company can use us if they need it. For example, even marketing teams, creative teams, anyone who is using different types of files.

Ernesto: Definitely. Awesome to hear that. How would somebody then usually find out about Pics IO? Is there a top client acquisition channel for you guys?

Iryna: Yes. Usually, it’s our blog and remarketing because one of our main advantages compared to other tools on the market is our integration with Google Drive. We connect with Google Drive, so if you are already using it, our product can make it better. You can synchronize it with our digital asset management and use all our features on your storage. You don’t need to move files anywhere. People usually look for digital asset management for Google Drive or for nonprofits. Also, we have word of mouth because our clients recommend us to similar companies.

Ernesto: Okay, interesting. Love to hear that. So that way our listeners who are tuned in can go ahead and visit you and the company. They can always check you out at Pics IO. What role does a website then play for client acquisition?

Iryna: Well, as I mentioned, it’s blog content marketing. We also have our landing pages with the main features. The most important thing in B2B is that you can book a demo on the website. It’s free. There is also a free trial. You can test our product for a little bit before actually making a decision.

Ernesto: That’s always important. Can I give it a little bit of a run, see if it’s a fit? Great to hear that. Is there any tools or tips or methods that you would recommend to our listeners as far as some website lead generation?

Iryna: Well, I would say, of course, you need to know your target audience. We rely a lot on SEO search optimization because it still matters. But now with all the AI products, texts are very similar across different industries and companies. You need to stand out and make it more human-like because you’re working for your clients. It’s not just about using the most popular words, but about matching their needs with your product. Also, the website should be really clear. You need to describe your product well, mention the main features, and make all the buttons like “book a demo” visible.

Ernesto: Definitely important. Let’s switch gears a little bit and talk about you, Iryna. What are some key tasks you like to focus on in your day-to-day work?

Iryna: Yes, I work mostly with our blog. My job is to take care of our articles. We work with freelancers, so I look for the topics, keywords, check their articles, and prepare briefs. It’s very interesting because SEO changes not every day, but every week at least. I need to monitor all that and competitors. It’s very interesting.

Ernesto: Definitely important. Awesome to hear that. In your available time, Iryna, how do you stay up to date with all the news in the marketing world as far as trends, strategies? Is there a preferred channel you like to go with?

Iryna: I stick to basic channels like HubSpot, Ahrefs; they have lots of useful tips. I also like Neil Patel’s marketing blog, which has lots of info on content marketing and email marketing. Recently, LinkedIn has been very useful because if you have the proper network and follow the necessary pages, you stay up to date with the latest trends. People also share their stories, so it’s like virtual networking because you can learn from the experiences of others.

Ernesto: Definitely. Great to hear that. Let’s jump into our next section then, Iryna, which is our rapid-fire question rounds. Are you ready for them?

Iryna: Yes.

Ernesto: Perfect. First off then, Iryna, what is the last book that you read?

Iryna: The last book was actually a psychological book called “The Body Keeps the Score.” It’s about how our mind is connected to our body and how we can improve our day-to-day tasks by realizing that connection and working on it.

Ernesto: Definitely important. Great to hear that. Next up, if there would be no boundaries in technology, what would be the one thing that you want to have fixed for your role as a marketer today?

Iryna: Actually, I would like to make lead tracking and visitor tracking easier because we have lots of tools like Google Analytics, Google Search Console, and all that. But the information is in different tools. If it was faster, with just pressing one button, I would be very happy.

Ernesto: Awesome, great to hear that. Next up then, Iryna, if there’s one repetitive task that you could automate, what would that be?

Iryna: It’s publishing articles on the website through CMS because I still need to tweak lots of different details like meta description and all the other stuff. If that could be done with one button, I would be very happy.

Ernesto: Definitely. Great to hear that. Lastly, Iryna, what would be that one piece of advice that you would give yourself if you were to restart your journey as a marketer today?

Iryna: I would advise myself to do more freelance projects because, in content marketing, I learned that there are no similar cases. For each industry and product, you need to do research and try different strategies. It just comes with experience. With any project you start, you need to do it from a blank page. Trying more and more gives you more experience. In the end, it worked out for me. Also, I want to highlight networking. As I mentioned, networking is about sharing experiences, and you can always learn something new from that.

Ernesto: Definitely important. Awesome. Thank you so much for sharing that advice. It’s some great advice, not just for yourself, but for our listeners as well. We are coming to the end of the show today, but before we end, I want to give you the last word. If someone forgets everything about the interview today, what is that one thing they should remember about Pics IO?

Iryna: Pics IO is a magic tool that will help you keep all your files organized. No matter if it’s a small business or a large company, you can save lots of time on finding and sorting through your files. It connects with different tools like marketing, project management, CMS, and so on, making everything smoother.

Ernesto: Definitely important. Awesome to hear that. Thank you so much, Iryna, for sharing that with us. To our listeners, you can always check them out at Pics IO, the all-in-one cost-effective solution for digital asset management. Iryna, thank you so much for being on with us today. To our listeners, thank you so much for tuning in, and I’m looking forward to our next episode at Pathmonk Presents. Thanks a lot, Iryna.

Iryna: Thank you so much.