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Interviews 2013 - 2016

How Marketers Stay Productive: Lucjan Kierczak of Survicate

September 15, 2016

This week we feature Lucjan Kierczak, Inbound Marketer at Survicate. Survicate is an online feedback system you can install on any website. The system claims to be the best online survey and feedback platform available to website owners.

In this interview, you can read more about his work at Survicate, favorite marketing tools, productivity tips as well as his advice for budding marketers.

Your location: Warsaw, Poland.

Lucjan

Your favorite gadget: My bicycle, which I use for commuting.

You start your day with: Checking Slack.

Your favorite time-saving trick: Open Gmail only 3–5 times a day.

Your top 3 blogs you read daily: Wordstream, HubSpot, Brand24.

“Organize your work at least a bit and you’ll see how the productivity increases.”

Describe an average day at Survicate?

Checking Slack is the first thing in the morning — I want to know what I missed during a few night hours. After coming to the office, I get through emails while drinking a coffee. Then, I check Asana to prioritize tasks and set up a daily schedule. Then it becomes boring — I simply start executing tasks : )

What I do on a daily basis: optimizing AdWords campaigns, creating content for our blog, feedback academy or guest posts, analyzing data in Google Analytics etc.

Of course, sometimes discussions and brainstorming take a big chunk of a day — especially when we talk about pricing. Plus, I spend some time reading interesting articles to improve my skills and look for inspiration.

As a startup marketer, what are some of your favorite productivity hacks?

I don’t know whether we can call it a hack because it’s pretty obvious but I want to share it anyway — organize your time. Don’t start a day without establishing what you want to achieve. It helps you stay productive and at the end of the day you feel that you actually got some work done — great for keeping motivation.

But my favorite productivity hack is minimizing time when my inbox is open. I used to have it open constantly but then I noticed how much time it’s stealing. People won’t mind that you reply after 1 hour instead of 10 minutes and you’ll be able to fully focus on different tasks.

As a person who is well-versed with online marketing, I’m sure you rely on a few marketing tools to automate your efforts. What are the top 3–5 tools you use?

Well, I must admit that as a SaaS startup marketer I’m probably more familiar with SaaS tools than the average : ) My top 3 tools:

Optimizely — I use it to create landing pages based on our home page. I can’t imagine running AdWords campaigns without Optimizely. I used to do it for a short while but creating landing pages significantly increased conversion rates.

Grammarly — I’m not a native speaker of English so I do my best to keep my grammar and spelling flawless. Grammarly is much more powerful than spell checkers in tools like Word or Google Docs, even if you don’t upgrade to the premium version.

Survicate — I know how it sounds but our tool really helps me, especially with optimizing landing pages. I run surveys on landing pages to learn what prevents people from signing up. I analyze results (a part of my weekly routine) and turn them into changes implemented with Optimizely.Further surveys and analyzing data in Google Analytics show whether a test brings positive results or not.

Your company has a growing community of users. How do you use this treasure trove of customer insight to power your marketing efforts?

We’re proud to have really active users who support us. You can check their reviews they published on G2Crowd — people really like us and talk about it. A few customers agreed to include their testimonials on our website and right now we have 5 case studies. This helps us acquire new users as we’re more trustworthy. Also, users often talk to us and share their feedback. Thanks to that we can improve our product every day and users see that their ideas really matter.

What is your strategy for getting people to your site and then converting them to a customer?

Let’s start with the first part of the question — getting people to our website. I run AdWords campaigns, write blog posts (for our blog and guest posts). Most recently, I’ve been focusing on creating content for our Feedback Academy — a place where people will come to learn about feedback. Also, I monitor Quora to look for interesting questions and write answers when I find one. Works well — Quora is now one of the leading growth channels.

Regarding converting into customers — it’s more complicated because there are two separate workflows. First — getting a person to create an account when they visit the website. I’m responsible for this part. I analyze data collected with Google Analytics and Survicate to look for possible improvements in conversion rates. When I have a test idea, I run tests in Optimizely or we implement changes on our website permanently. The second workflow — convert a free user into a paying customer. Our support team does the magic here. An automated onboarding plays a huge role here to explain how to use Survicate and how to benefit from it. But quick personal support is the most important. It’s something that differentiates us from the competition.

Is there any advice you’d like to give to budding startup marketers to help them work smart and stay productive?

Being a startup marketer doesn’t mean you should work in a constant mess. Organize your work at least a bit and you’ll see how the productivity increases.

A big thanks to Lucjan for taking the time out to answer these questions! If you haven’t already, we highly recommend that you check out Survicate.

The ‘How Marketers Stay Productive’ series asks marketers their tips & strategies for staying productive. Every week we’ll feature a new guest and the tricks that keep them working smart. Know someone you’d love to see featured? Email Us.

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