Q&A with Amanda Sexton, Founder at FocusWorks Marketing

Media 7 | July 28, 2021

Amanda Sexton, Founder at FocusWorks Marketing, has been in marketing for over a decade. She has seen a lot of change in the industry but one thing has remained the same: companies paying more than they should be for marketing that doesn't get results. She created FocusWorks Marketing out of a desire to help business owners and their teams get the results they need and deserve from their marketing budgets.

Look for the gaps in the content that currently exists and fill it in or create an even better, in-depth resource than the existing ones.



MEDIA 7: Can you please take us through the professional journey that led you to start FocusWorks Marketing?
AMANDA SEXTON:
Ever since my mom took me to the Deloitte office for ‘Take Your Daughter to Work Day’, I’ve been set on becoming a marketer. I started out with an internship at a local agency in high school and then worked for my college doing marketing while studying there. After college, I discovered my passion for helping small and mid-size companies get real value out of their marketing budget. I took a role at a company I loved for nine years, working closely with the owners and learning the ins and outs of managing a business. After running FocusWorks, my current company, for a few hours after work hours and on the weekends, it was clear­ - ­I needed to leap to see if I could turn this into a thriving business. So I took the plunge and have been loving the journey ever since.


M7: How does FocusWorks Marketing help businesses stand out in the market through the content they create?
AS:
Our content has two goals - to speak directly to our client’s target audience and to sound exactly on-brand in a way that’s uniquely and clearly that business’, anytime someone sees it. There’s a way in content to address pain points and get in front of potential objections by weaving them into the copy without sounding “sales-y” and while still providing value. Doing those two things can directly translate into conversions. That’s at the heart of what we do. We want to give people the information we need in a way that helps build the relationship between our client’s business and a potential lead, helping turn them into customers. The other way we help our clients stand out is by not doing things a certain way just because that’s who it’s always been done. For example, our professional services clients are used to a language that is more on the traditional side, but there can be a real benefit to adopting a more conversational tone that’s relatable to the reader.


Our content has two goals - to speak directly to our client’s target audience and to sound exactly on-brand in a way that’s uniquely and clearly that business’, anytime someone sees it.



M7: What are some of the branding strategies that FocusWorks Marketing focuses on to promote your clients’ products and services?
AS:
There’s so much that goes into branding! We focus on branding as it relates to a client’s voice and tone, along with the consistency in visual aspects that reinforce and build brand awareness. As part of this, it means starting with a clearly defined brand. Without that it becomes easy to stray into variations. Once we have that outlined, every part related to branding goes through multiple reviews, whether it’s a blog article, a new website page, or a paid ad graphic. When we look at strategies, we take into consideration the company itself, its market, competitors, and where its ideal client is. From there we can recommend the best strategy to generate a return. For some companies, that means a combination of SEO, value-driven content, website optimization, a downloadable lead magnet, and an email automation sequence to capture lost conversions. For others, paid social media ads can provide a significant source of new business. What works for one business won’t necessarily work for another - it is all about finding that ideal strategy and fine-tuning it.


M7: What are some of the biggest challenges in marketing propelled by the Covid-19 era? How has FocusWorks Marketing helped address them for their clients?
AS:
Prior to Covid-19, many of our clients relied on in-person events to generate leads or to stay top of mind. During a time of social distancing, this proved to be a challenge, but by transitioning how the events were held, turning to helpful webinars, and turning to other digital ways of brand awareness, like retargeting ads, our clients were able to maintain or increase those same marketing leads and new clients. It ultimately wound up making our clients open to strategies that they otherwise wouldn’t have adopted, but they’ve delivered such clear results that even when in-person returns it’s likely these initiatives will continue.


If you have a topic you know no one else is talking about and that’s important to your clients, put your focus there.



M7: What do you read, and how do you consume information to stay at the top of your game? 
AS:
One of our company’s core values is “Keep learning”. That means that everyday time should be spent reading, listening to podcasts, or checking out webinars. For me, most of it comes in the form of select newsletters that I know deliver value, 3-5 podcasts I regularly listen to, and an RSS feed of blogs that I’ve curated over the years.


M7: What advice do you have for content developers that can help them stand out in a saturated market?
AS:
There’s a lot of content out there. But great content? That’s in limited supply. Look for the gaps in the content that currently exists and fill it in or create an even better, in-depth resource than the existing ones. Alternatively, if you have a topic you know no one else is talking about and that’s important to your clients, put your focus there. One especially important piece is having a plan for content distribution. With content marketing, oftentimes there’s the “if I build it they will come” approach, but there needs to be a plan in place to get eyes on the content. Paid ads, email distribution (and building up that list), strong social followings – all of these are options for content distribution.

ABOUT FOCUSWORKS MARKETING

FocusWorks Marketing helps companies, particularly those in compliance-regulated industries like healthcare, legal, and accounting, create digital experiences, reach customers, and grow through strategy, testing, and data-driven decision making. We get to know the heart and soul of your business to create messaging and a story that captures your brand and speaks to your target audience. Whether it’s the emails that people actually want to open, a website that converts visitors into leads, or content that’s engaging and high-value, we deliver creative content and campaigns that get results.

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Workspot | September 22, 2022

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We are proud to be collaborating with cloud-first partners that will enable us to jointly simplify our customers’ digital transformation,” said Amitabh Sinha, CEO & co-founder of Workspot. “Customers are looking for solutions that accelerate their digital transformation in a multi-cloud world. We are proud to be collaborating with cloud-first partners that will enable us to jointly simplify our customers’ digital transformation,” said Amitabh Sinha, CEO & co-founder of Workspot. Workspot has welcomed some of the foremost end user computing partners in the world, including Ferroque Systems and Entisys 360, among others. Core to the program is the selection of cloud-forward partners with extensive VDI experience, who understand the imperative of moving desktop workloads to the cloud to take their customers into the future. Workspot found it critical to choose partners who have a strong culture of customer centricity, empathy for the importance of the end-user experience, and a collaborative mindset that drives overall customer success. Ferroque Systems, a digital workspace and virtualization service provider, sees a significant opportunity to help customers modernize end user computing by using Workspot Cloud PCs and workstations. “SaaS applications continue to grow in popularity because of their operational efficiency,” said Michael Shuster, CEO of Ferroque. “With the post-pandemic market doubling down on digital workspaces in general for all workstyles, we view moving desktop workloads to a SaaS model as transformational for our customers with unique advantages over other digital workspace models.” Todd Hsu, President of Ferroque, added “Most of our customers have a multi-cloud strategy so they can optimize for features and cost. Workspot fulfills that strategy with its ability to deploy Cloud PCs across multiple clouds, manage and monitor them easily from a single admin console, and scale globally in minutes so our customers can respond to new opportunities instantly. That’s a great formula for customer success.” “Customers are looking to the cloud to achieve new levels of agility and security, and Cloud PCs have quickly become an essential component of enterprise cloud-forward strategies,” said Mike Strohl, CEO of Entisys 360. “Workspot’s SaaS platform makes it easy for us to move desktop workloads to the cloud and deliver the flexibility and reliability our customers require to keep up with a complex and ever-changing business environment.” In today’s IT landscape, having access to multi-cloud solutions is critical for customers to transform the end user experience and achieve levels of agility, security and reliability previously unattainable. As organizations’ cloud-first strategies mature, they are turning to their trusted consulting partners for cloud solutions that modernize end user computing. Just as many enterprise applications are now delivered as SaaS solutions, the modern desktop is now a Cloud PC, delivered as a service with massively simplified management. This model enables channel partners to easily fulfill customer requirements while also building a recurring revenue stream for their own business. The Workspot Cloud Alliance Program re-defines traditional partner programs and generates new revenue opportunities for members. Both parties work closely together to bring the full complement of technology, solution expertise and a growth mindset to customers, with ongoing customer satisfaction as the measure of success for all parties. Customers benefit from SaaS flexibility, with predictable pricing tailored to each use case and instant, global scalability to respond to new opportunities. Layered security enforces Zero-Trust policy, and innovative high-availability features that are unmatched in the industry keep the business up and running during a continuity event. These key capabilities accelerate digital transformation and future-proof organizations’ technology stacks so they can be ready for anything in today’s dynamic business environment. Workspot is the only solution on the market offering multi-cloud support for Cloud PCs, including the big three public clouds, Microsoft Azure, Google Cloud, and Amazon Web Services, giving customers the ultimate freedom to select best-of-breed cloud capabilities for each use case. With Workspot’s very high customer satisfaction, including an NPS score of 76 and 100% customer support satisfaction, members of the Cloud Alliance program can also have complete confidence they are offering their customers the very best end user computing solution. To learn more about the Workspot Cloud Alliance Program, please visit: Workspot Solution Partners Page About Workspot Workspot is the only cloud-native solution that delivers enterprise-class Cloud PCs. This innovative service lets IT securely stream the right compute capabilities for each user, on any device, anywhere they want to work. As the only Cloud PC solution that operates across all the major public clouds – Microsoft Azure, Amazon Web Services, and Google Cloud – Workspot is uniquely positioned to address today’s remote work challenges by providing a multi-cloud and multi-region approach to end user computing. Simple to deploy, scale, and operate, Workspot’s award winning Cloud PC solution benefits IT as well as end users with a seamless work experience that enhances productivity while maintaining the highest performance standards for intensive workloads. For more information on Workspot Cloud PC solutions please visit www.workspot.com.

Read More

Spotlight

FocusWorks Marketing

FocusWorks Marketing helps companies, particularly those in compliance-regulated industries like healthcare, legal and accounting, create digital experiences, reach customers and grow through strategy, testing and data-driven decision making. We get to know the heart and soul of your business to cre...

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